A Strategy for Content

A Strategy for Content

Most of our friends know that at ROBYN, we are focused on honing our marketing skills... And we enjoy sharing what we have learned! To this end, we are thrilled to introduce a side project we've been working on: The 7 Minute Smarketer.

The premise behind the podcast is to sit down with innovative marketers who are experts in different disciplines and give them 7 minutes to make us smarter. The podcasts are hosted on the 7 Minute Smarketer website, which you can hear by clicking the button below...


7 minute smarketer          Brody Dorland 




Bobby Lehew:  Well, hello, everyone, welcome the Seven Minutes Smarketer. This is Bobby Lehew. Whether you are a small business, a solo entrepreneur, or you manage a large marketing department, this is the fastest place to get caught up on tools and techniques to make you a smarter marketer. Today, our guest is Brody Dorland, the chief marketing officer with DivvyHQ. And today, we're going to talk about developing a content strategy. Welcome to the program, man.

Brody Dorland:  Thank you.

Bobby:  Glad you took the time to do this.

Brody:  Appreciate being able to do it.

Bobby:  Yeah, and you know the premise...You have seven minutes to make us smarter marketers about this topic, or you owe me a beer.

Brody:  Yes.

Bobby:  You can tell we're serious, because we have the chapstick root beer flavor, right?

Brody:  Yes.

Bobby:  So, OK, I'm going to set the timer, and we're talking about developing a content strategy. Actually, I love this topic, because, we were talking about this a minute ago, I think content's where it's at. Google just changed their algorithm again and this is all about fresh content. So, Brody, make us smarter, man. I'm starting the timer.

Brody:  Sure. So, businesses today, as you said, with Google Panda, SEO in general, marketers need to be creating great content, fresh content on a regular basis, and putting that out in all of the social spaces. And web content, making their web offering, their content offering, very focused, and specific to the types of buyers that they're trying to target. So when a buyer comes to a website, if they find a company on social, Facebook, Twitter, whatever, the content does what it should to move people along, either in their buying process, their research process, that kind of thing, so that they can make a good buying decision. So, we work with clients every day to help them develop that content strategy. We have a specific process that we've developed over the years. We call it the publisher method. And it's really about helping companies think like publishers.

We're actually taking a lot of things from the traditional publishing industry, editorial processes, putting a publishing team together, and forcing the issue for companies to sit down and plan their content specific to the types of buyers they're going after.

Bobby:  Quick question. Before they get to that phase, they've actually got to take a really serious look at content as an important part of their business now.

Brody:  Absolutely.

Bobby:  I mean, it's almost as if, I wrote an article called "Content Is the New Cold Call." They've really got to embrace that as a new type of salesperson.

Brody:  Love that concept, yeah.

Bobby:  Right.

Brody:  Absolutely. So, when you're creating strategic content and putting it out in all of the right spaces where your buyers are doing research or, certainly on social, with peer recommendations and everything. When you've seeded content out in the right places and the content itself is right on target, then, ultimately, you're going to benefit from that. Google's going to find it, so your search engine optimization, your search rankings are going to benefit from that. Then, when they find it, hopefully, that content leads them into some sort of sales cycle or marketing funnel, that type of thing.

So, yeah, we help them set all that up. Then, what does their ongoing editorial planning need to look like? That's where DivvyHQ comes in, an actual tool that helps them plan things on a regular basis and work with their team more effectively.

Bobby:  Now, you guys work with some very large brands. Do most of the companies that you are talking with and working with, do most of them have trouble coming up with content?

Brody:  They actually don't normally have trouble coming up with content ideas. But having a better process, where you get everybody in a room on a regular basis, throw out content ideas and then figure out how it fits best within their marketing machine, and where to put the content, how to focus it towards certain buyers, certain keywords. When you have a good process that helps to set all that up and facilitate it in a really organized way, then that's when they really start being successful.

Bobby:  This goes back to appropriating the proper amount of time to content.

Brody:  Absolutely. And the right team members. People that might have certain specialties and how does their specialty or capacity fit well within the overall content team to get it done on a regular basis?

Bobby:  Now, you're used to working with large brands. What would you say to the smaller entrepreneur or smaller marketing professional that doesn't have a huge editorial team that they can work with?

Brody:  Sure, well, they can still go through the same type of content strategy process, figuring out the different types of buyers that they're focusing on, and then, figuring out the frequency to which they need to be creating content. Then, forcing themselves to sit down and plan on a regular basis. Once you get that plan together, the frequency to which you're doing blog posts, email newsletters, social media stuff. You get that schedule, your daily, weekly, monthly execution list and then, you just go do it. Get it done.

Bobby:  It does get easier. It is hard, especially when you initially start, because I've been blogging for several years, creating content, and it just starts out very difficult, but then it does smooth out.

Brody:  Absolutely. You can learn little tricks. Let's say you're on the phone with a client and they ask a question. OK, how can you spin that question and your answer into a piece of content? Because there's probably multiple people out there that have that same question.

Bobby:  Right.

Brody:  Yeah. So, turn that into a piece of content.

Bobby:  I tell folks all the time, you probably have great stories crossing your threshold every day, you just need to start to learn how to recall those, how to capture them.

Brody:  Yeah, and people get caught up in their business too much. They're in the trenches and they don't think about the everyday questions that come back and forth, and what do buyers want to hear about? What are the features and benefits of your products and services? How can you spin those into nuggets of content that you now push out via your different spaces?

Bobby:  That's awesome. Brody, we ran out of time, but, man, you definitely made us a smarter marketers, and I really appreciate you taking the time to do this.

Brody:  Well, thank you. Glad to be here.