It starts with your website
Most content marketing starts and ends with a website. Of course the obvious stuff like the look, how well it communicates the company’s message and speed play a a part. The things that most small business owners miss, the analytics. Google analytics and Google Search Console gives you the answers to the test. The answers being search queries.
The search queries what people are typing into to Google to have your website to show in search results. They don’t have to actually go to your website. It just needs to show in the results.
When you know what people are searching for, and how the terms they’re using to search, you can then create content around that. For example, if I operate a residential solar panel company and check my analytics to see that people are searching for “roof repair for solar panels,” I can then create content (blog, video, podcast) around that topic.
Capture the interview
Capturing the content to turn it into a month of marketing content is actually the easy part. It doesn’t have to be professionally done. In fact, most people already have the tools they need to get started. But if you want it done professionally, we here at Podcast Titans can help with that.
All that’s needed is a phone, a ring light and a set of quality wireless mics. Just set up the phone in landscape mode, set up the light, grab your collaboration partner and get mic’d up.
The interview can be with anyone who is relevant to your audience. This might be a business partner, another department head, a colleague, a vendor, a supplier. The list goes on. Just be sure that the person you choose to collaborate with on content has some personality and adds value to what you do.
Where and how to distribute the video marketing content
This interview should be treated as the asset that it is. That means posting clips to Instagram and TikTok won’t be enough. Nor will posting the full video to YouTube.
The sweet spot, for this content, will be in the middle. The mid-form content. Because the interview may consist of serveral topics, or subtopics, various segments can be created from the full-length video. They may be between 3 to 5 minutes in length. Each one of these segments, however, is an asset to your business. Each of them should have their own separate, but relative thumbnail, title and description for YouTube optimization.
After a few weeks, and months, you’ll begin to see analytics from these assets. From the analytics, you can determine the direction you take with your content.
Don't forget about the audio
The audio from the interview is yet another marketing asset. The audio should be uploaded to an RSS feed, or a podcast. Even if you don’t have a podcast that you promote publicly, you can still have one set up to share links to your audio. Just give it a name that coincides with your business. Don’t get fancy.
Since this podcast is a business asset, you don’t have to feel pressured to upload new content every week. And the audio you do upload doesn’t always have to come from an interview. It may be audio from a speaking engagement, panel discussion or a Q&A you might have at a lunch and learn.
One thing to remember is that consuming audio is much easier than consuming video. Your audio assets can be consumed during a workout, a commute to work or any other way. With this, you can begin to build a relationship with your audience.
A month of marketing content for your email list
Now that you’ve captured an interview and created these marketing assets, there’s another tool to bring into the mix. That tool is your email marketing.
Now, you can take one of the segments from the full interview write up a short description on what your subscriber may take away from it, and embed it in your email. Not just this, but a link to the full audio. This gives you real content to use for your email marketing, and not a bunch of AI slop.
A month’s worth of emails can be drafted, and scheduled to send, within couple of hours, giving you a little more freedom.
SEO content for your website
This is the final, but still important, piece. The blog post. An optimized blog post.
There are several ways to come up with blog topics. There’s AI, it might be something that’s been in the works already, or you can use YouTube analytics and create a post based off of the video that gets the most views. You can then use AI to help write a post, but don’t forget to embed the video in the post.
You may also want to embed the audio on the post.