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Nov. 21, 2019

Stop writing for the search engine

BY George Sturgis

If there is one thing we can all agree on, it’s that content marketing is the foundation to any marketing team. But that’s not how companies think of content today. Most companies see content as a necessity to get ranked higher on search engines. They get lost in the search engine maze trying to figure out which keywords and topics their customers are searching for. Creating content doesn’t have to start off this way.

Building a content pipeline based on feedback and data is an easier and more effective way of building content that resonates with your prospects. Let’s break it down.

Breakdown

First, go back into your CRM (or sales tracking tool) and find customers that are producing the most. How did they find you? Why did they buy from you? Talk to the sales rep that helped them get across the finish line. By looking at the data and discovering this feedback, you can see what success looks like. Instead of just pulling from random keywords from a search engine tool.

Next, think about scaling this process. You are now thinking past keywords and looking at what is actually working for your unique product. By utilizing feedback from your CRM, sales teams, customer service teams, and customers themselves, you can start uncovering new content ideas to resonate with each of them. Why? Because they are the ones telling you what they want to see!

But what about the keywords?! Well if you have done everything right, you should start noticing themes with the feedback and data and even…dare I say it…keywords. So instead of you playing the guess and check game of building a keyword strategy, you have used your resources to help define your unique strategy. I say that’s checkmate.

Start Connecting

As commerce evolves online, content is one of the few things left that builds humanization into your website. Prospects want to feel like you are talking directly to them and helping them solve a problem.. Don’t take the only human thing out of your website for the sake of SEO.

Dive deep into your resources, and discover what has worked, then scale it.

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Nov. 7, 2019

Case Study: AGJunction: Building better Content For Farmers.

BY George Sturgis

The Problem

When thinking of farming, you think of small houses in middle America without internet or outside influence. However, that couldn’t be further from the truth. Farmers are well connected to their outside world as they constantly search for new trends and new technology to improve their farm and compete in their industry. AGJunction saw this as an opportunity and built a new kind of technology that makes it cheap and easy for farmers to advance their machinery tech.

However, getting this new tool in front of farmers is a tough business. Farmers are skeptical customers with limited resources, preferring to find their new technology from referrals and locally trusted sources. So why not start with the one place everyone goes to when looking for anything. Google. AGJunction decided to go all-in on Google by building content. But one problem still plagued them: What do we write about?

The Solution

This is where Collective Intelligence came in. Instead of wondering what topics to create, we asked all of their employees and customers, “What should we write about?” Then as feedback came in, we fed it through our engine and found several new content ideas, mapping out multiple content pieces on topics real people were asking for.

By asking end-users what they want, we create better content that resonates. Which helped AGJunction move up the search rankings. Leading to more traffic, more leads, and finally more sales.

Learn more by downloading The AGJunction Case Study.


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Sept. 26, 2019

How to Find New Content Ideas From the Crowd

BY George Sturgis


Building Content

We all know content is a necessity within marketing, however it can be hard just to get things going. Where do you start? What does success look like? All these questions weigh heavy on content marketers, but there are some easy things you can do to help get the ball rolling.

Getting Started

First, get the feedback. Get with your other departments and see what has been working from a content stand point. Ask Sales what content pieces really help wrap up the product. Which pieces do the engineers love to showcase? Which pieces do the C-Suite love to share on social media? By including all departments, you can see what is working across the company as a whole.

Next, build the plan. One term every marketer hears today is “customer journey.” A customer journey is the path a customer takes as she goes (or progresses) through the buying process. Think of it as first click to first invoice. By laying out a customer journey, you see content from a funnel perspective. This will help show the current status of you buyers journeys.

The last step is to measure. Measurement is a key factor to success and not all measurement is the same. Getting customers to sign up or buy shouldn’t be the only factor of success. Start from the first click, then think about the next step in their journey (page visit, email open, ect) and make that attribute the success measurement. Progress measurement shows that your content is working and pushing people along their buying journey.


Content is the Foundation

Content is the foundation for any marketing team and it’s something you should always have a plan for. Think about internal resources when writing content. You have some of the best product experts in the desks right next you. Use them! Lastly don’t forget to measure. There is no use in building out all this content if you don’t measure it for success.

Learn how Collective Intelligence can help