Content Analytics Made Easy with David Cardiel

WEBVTT 1 00:00:08.160 --> 00:00:13.279 Conversations from the front lines and marketing. This is be to be growth. 2 00:00:16.199 --> 00:00:18.839 Welcome in, to be to be growth. I'm your host, Benjie Block, 3 00:00:19.079 --> 00:00:23.280 and today I am joined by a new friend, a fellow AUSTINITE, 4 00:00:23.399 --> 00:00:28.559 David cardial. He's the vice president and of marketing over at wordpress VIP. 5 00:00:28.800 --> 00:00:32.000 David, welcome into the show. Thanks a lot, benjy. It's great 6 00:00:32.000 --> 00:00:36.600 to be here and then also great to be joined by a fellow austinite. 7 00:00:36.679 --> 00:00:40.039 Austin, Texas in the House. Let's go. It's where to be and 8 00:00:40.119 --> 00:00:45.479 everybody's finding out about us. So maybe less people should realize how awesome our 9 00:00:45.520 --> 00:00:49.079 city is, but that might be a different topic for a different podcast on 10 00:00:49.119 --> 00:00:53.079 a different day, right, we can spend a whole hour on that one. 11 00:00:53.600 --> 00:00:57.240 Well, we love our city, but here's here's the reason that I 12 00:00:57.280 --> 00:01:03.000 invited you on, David. We know that data and content can seem oftentimes, 13 00:01:03.039 --> 00:01:04.560 and I would say I'm even guilty of this right, like it's different 14 00:01:04.560 --> 00:01:08.799 departments entirely. We got our data people over here and we got our creatives 15 00:01:08.799 --> 00:01:14.560 and our content people over here, different parts of the marketing house. But 16 00:01:14.640 --> 00:01:18.040 I think that's there's a lot of misunderstanding there as well, and so I 17 00:01:18.079 --> 00:01:21.640 want to start with just some of what you think those misunderstandings are. What 18 00:01:21.719 --> 00:01:27.200 do you think many people misunderstand about how data can actually drive our content strategy? 19 00:01:27.760 --> 00:01:30.200 That's a great question. It's a low good question and part of the 20 00:01:30.200 --> 00:01:33.920 reason why we're here today to talk about it, right, you know. 21 00:01:34.000 --> 00:01:37.079 And it's hard to boil down it to one singular thing. I've tried, 22 00:01:37.319 --> 00:01:40.000 I'm trying, I'm going to try to take us down a direction here. 23 00:01:40.120 --> 00:01:44.319 It's it's the output of what you do with that data. And I think 24 00:01:44.560 --> 00:01:48.760 so many of us that consider ourselves data driven, not saying that we're liars. 25 00:01:48.840 --> 00:01:52.719 We know we live and die by the data. We enjoy the data, 26 00:01:52.760 --> 00:01:56.200 but it's really the the application of it, right, and in my 27 00:01:56.280 --> 00:02:00.879 world, content is king. That's what we you know, we're CMS, 28 00:02:00.920 --> 00:02:05.120 platform work, press, VIP, Parsley, content analytics. So content is 29 00:02:05.159 --> 00:02:07.879 our is our bread and butter and it's, you know, we live in 30 00:02:07.920 --> 00:02:12.599 this world where it's it's completely it's completely digital and everything that, you know, 31 00:02:12.680 --> 00:02:15.280 all of our outputs, all of our attempts to rise above the noise 32 00:02:15.520 --> 00:02:21.039 as a species, were just inundated with content. So measurement, data analytics. 33 00:02:21.080 --> 00:02:24.800 That becomes more and more important as time goes on and there's platforms out 34 00:02:24.840 --> 00:02:29.039 there that allow you to obtain that's and so really one of the things that 35 00:02:29.080 --> 00:02:31.639 I'm seeing is really just, you know, what folks actually do with that 36 00:02:31.759 --> 00:02:35.960 data, right? That's, you know, the application of it. I'm 37 00:02:36.000 --> 00:02:38.879 a marketer, so I'm big on my team using that data, applying it 38 00:02:38.919 --> 00:02:43.039 to our campaign's, applying it to our data are, sorry, our content 39 00:02:43.120 --> 00:02:47.240 experiences. So get get folks coming back and hopefully converting. So yeah, 40 00:02:47.319 --> 00:02:52.479 let's let's talk about some of your journey there, because you obviously clearly you're 41 00:02:52.520 --> 00:02:55.520 passionate about having the data and form your content strategy. But that has to 42 00:02:55.560 --> 00:02:59.840 start somewhere, right, that had to become maybe it was like a lightbulb 43 00:03:00.080 --> 00:03:05.400 moment or some even just your work experience has really informed that. But I 44 00:03:05.520 --> 00:03:07.400 love to hear some of your journey to being like okay, we got to 45 00:03:07.439 --> 00:03:12.520 be content and heavy and day too heavy. Right, right, right. 46 00:03:12.560 --> 00:03:15.319 My journey goes back away. It's actually I'm going to I'm going to step 47 00:03:15.360 --> 00:03:20.000 back here for a moment and go back a few probably a few orgs ago. 48 00:03:20.120 --> 00:03:23.919 But you know, I've sat in board rooms I sat an exact update 49 00:03:23.000 --> 00:03:27.080 meetings where you're just given a status up. They don't what's up, what's 50 00:03:27.120 --> 00:03:30.400 going on? You know for my team and I used to sit in these 51 00:03:30.439 --> 00:03:31.879 operational reviews Le we just sort of pinking picture. And so, you know, 52 00:03:31.879 --> 00:03:36.599 it's in these operational reviews and I'm going over all the INS and outs 53 00:03:36.639 --> 00:03:39.000 and, you know, just to make this a little bit more you know, 54 00:03:39.080 --> 00:03:43.919 targeted. We're talking SASS. We're talking pretty typical SASS models. So 55 00:03:43.960 --> 00:03:49.280 we're going over pipeline, we're going over for fills, we're going over traffic 56 00:03:49.280 --> 00:03:52.639 where, you know, did we do an event last month? How did 57 00:03:52.680 --> 00:03:54.159 we do? Are we doing webinars? You know, so we go look 58 00:03:54.199 --> 00:03:58.159 at all a lot of our you know, typical KPI's website, traffic, 59 00:03:58.199 --> 00:04:01.159 social visibility, back links, press pickups, all that fun stuff. But 60 00:04:01.199 --> 00:04:03.599 you know, I'm given this overview and I got, you know, I've 61 00:04:03.639 --> 00:04:08.120 been on some really, really stell our teams to where we've got to those 62 00:04:08.199 --> 00:04:13.000 updates pretty down. We've got our attribution modeled down. And I'm thinking back 63 00:04:13.159 --> 00:04:15.639 to a an exact who's a good friend and mentor type to me, but 64 00:04:15.680 --> 00:04:19.279 he used to ask me the question about content he's like how's constant performing? 65 00:04:19.439 --> 00:04:23.680 Usual answers that I go. So we had x amount of form fills and, 66 00:04:23.839 --> 00:04:26.600 you know, x amount of site visits, which is what we all 67 00:04:26.639 --> 00:04:30.199 track, and so forth. And what I didn't pick up on a time 68 00:04:30.279 --> 00:04:32.199 is it was going completely over my head where that's not what he was asking. 69 00:04:32.199 --> 00:04:34.639 That's not he was asking. He was asking what that true value of 70 00:04:34.680 --> 00:04:39.759 our content is. And ultimately what he was asking was about engagement. He 71 00:04:39.839 --> 00:04:43.120 was asking about, like who's engaging with our content? That actually kind of 72 00:04:43.120 --> 00:04:46.759 help accelerate our content strategy and what we're trying to do. He's talking about 73 00:04:46.759 --> 00:04:49.800 our overall digital experience. So, you know, in just kind of taking 74 00:04:49.879 --> 00:04:54.079 this back aways, that's that really got me thinking, like that was a 75 00:04:54.639 --> 00:04:58.240 that was a metric that eluded me a little bit and I wasn't sure if 76 00:04:58.240 --> 00:05:02.480 it's just acumen, is technology or what have you. Enter in actually right 77 00:05:02.560 --> 00:05:05.279 place at the right time. I started up with Parsley a couple of years 78 00:05:05.279 --> 00:05:11.680 ago, content analytics platform. That actually opened my eyes to a view of 79 00:05:11.720 --> 00:05:15.319 what this this world of content analytics that went beyond traffic, went beyond site 80 00:05:15.360 --> 00:05:18.720 traffic, went beyond form fills and things like that and really started to look 81 00:05:18.759 --> 00:05:23.319 at really what a reader's journey was going to be like once they engage with 82 00:05:23.360 --> 00:05:25.720 your content and it, you know, ultimately let up to me. Just 83 00:05:25.800 --> 00:05:30.240 believing sort of like in this engagement metric that really kind of helps to fortify 84 00:05:30.360 --> 00:05:34.319 your content strategy but also accelerate the performance of your campaign's interesting. Yeah, 85 00:05:34.399 --> 00:05:38.720 let's go down that road just a little bit more together, because you're looking 86 00:05:38.879 --> 00:05:41.120 at most people that were listening to this. They're going to be thinking, 87 00:05:41.120 --> 00:05:45.000 okay, time on page, maybe call to action. That's taken. But 88 00:05:45.160 --> 00:05:47.920 once you've gone into the the deep end of this, you're looking at more 89 00:05:48.000 --> 00:05:51.759 than that. So tell me. What else are you kind of tracking and 90 00:05:51.800 --> 00:05:57.319 what were you made aware of as you came into Parsley? Yeah, and 91 00:05:57.680 --> 00:06:00.000 great question. I was marketer one. I think a lot of us have 92 00:06:00.120 --> 00:06:03.319 been there, you know, you walk in, you're making the decisions, 93 00:06:03.319 --> 00:06:08.720 you're generating the content, you're establishing the strategy, maybe you're implementing some some 94 00:06:08.800 --> 00:06:13.079 tech like an automation platform or even to crun things like that. A lot 95 00:06:13.079 --> 00:06:15.360 of us have been there. Are Been on a very, very small team, 96 00:06:15.439 --> 00:06:18.120 right, very common tale, right, and you know, as marketer 97 00:06:18.240 --> 00:06:21.120 one, it was get the content out there, start doing things in the 98 00:06:21.120 --> 00:06:25.399 market place. Right, I experimented a little bit, just sort of like 99 00:06:25.439 --> 00:06:27.879 finger in the wind, guess, you know, use some tools at my 100 00:06:27.920 --> 00:06:31.639 disposal to try to kind of gage what our audience wanted to hear. So 101 00:06:31.680 --> 00:06:34.879 I threw a few things out there. It really wasn't until I came across 102 00:06:34.920 --> 00:06:36.879 Parsley, and I know I was a little self serving, but it did 103 00:06:36.959 --> 00:06:41.920 open my eyes, a piece of tech that did open my eyes into really, 104 00:06:41.959 --> 00:06:46.160 just like I mentioned before, engagement, the buyers journey would have you 105 00:06:46.279 --> 00:06:47.959 right. So, you know, what I needed to do was I needed 106 00:06:47.959 --> 00:06:50.560 a win, you know, to start, you know, to really kind 107 00:06:50.560 --> 00:06:54.759 of start my journey at Parsley. And so I looked at I was looking 108 00:06:54.759 --> 00:06:58.920 through the data one day and it was pretty interesting. I looked through it 109 00:06:58.959 --> 00:07:02.000 and I noticed there was a there is a page built before my time that 110 00:07:02.040 --> 00:07:05.360 was kind a ton of traffic, top five, you know, traffic on 111 00:07:05.360 --> 00:07:09.480 our site month over week, over week, month over a month. Continent 112 00:07:09.439 --> 00:07:12.319 analytics made easy. I mean it was literally just staring me in the face 113 00:07:12.399 --> 00:07:15.720 and people were finding that organically, people were finding it through search and it 114 00:07:15.800 --> 00:07:17.360 was like, okay, that's a surface level metric. We can probably find 115 00:07:17.360 --> 00:07:20.839 that through a GA or something like that, but I gave notice to it, 116 00:07:20.839 --> 00:07:24.240 I took a look at it. What was interesting, once I opened 117 00:07:24.240 --> 00:07:26.600 it up in the Parsley Dash Board, was it actually gave me a view 118 00:07:26.639 --> 00:07:29.600 into a bit of the journey of what that individual was doing when they came 119 00:07:29.639 --> 00:07:32.759 to that page. It gave me insight into where their eyes were on the 120 00:07:32.759 --> 00:07:36.639 page, what they were engaging with, kind of a heat map or heartbeat 121 00:07:36.680 --> 00:07:41.639 pixel, sometimes we call it internally here, what people were doing. But 122 00:07:41.680 --> 00:07:44.600 more importantly, it really gave me insight into what they did next, you 123 00:07:44.639 --> 00:07:47.879 know. And Eight, eight percent of folks that actually visited that site were 124 00:07:47.920 --> 00:07:50.959 immediately going to our demo request page. And again, I'm speaking to a 125 00:07:51.040 --> 00:07:56.560 SASS audience here, right, that that demo button is gold, right. 126 00:07:56.560 --> 00:08:00.920 And so for us, immediate uptick, right, fifty six percent uptick in 127 00:08:01.680 --> 00:08:03.319 demo request. Once we kind of break brought that to light, we started 128 00:08:03.360 --> 00:08:09.279 like retargeting and campaigning to that page a bit. I quickly jumped on some 129 00:08:09.319 --> 00:08:13.079 tactics and and driving some folks to it. I held a Webinar, I 130 00:08:13.079 --> 00:08:16.360 called it coincidentally enough, continental ex made easy you know, had a real 131 00:08:16.439 --> 00:08:20.000 quick for a company of our size. Had a real quick seven hundred foks 132 00:08:20.000 --> 00:08:22.560 register for that. It was awesome, biggest Webinar we had done at the 133 00:08:22.600 --> 00:08:28.839 time. started to write content, blogs, short firm video. We started 134 00:08:28.879 --> 00:08:33.240 just kind of gearing it towards the continentalytics made easy fee right. So we 135 00:08:33.240 --> 00:08:37.679 had a core pillar piece, if you will, after that. And so 136 00:08:37.759 --> 00:08:41.200 yeah, that became the the focal point for our campaign and really just sort 137 00:08:41.240 --> 00:08:45.559 of fed the next quarter of our pipeline. Predominantly came from that content. 138 00:08:45.559 --> 00:08:50.720 Analytics Made Easy campaign interesting. I want to go back through that story a 139 00:08:50.720 --> 00:08:54.480 little bit because I think there's some specific, maybe pause points that we could 140 00:08:54.480 --> 00:08:58.080 take in just highlight. So the first one is that you were just kind 141 00:08:58.080 --> 00:09:01.840 of combing through and you see this old piece of content. Are you even 142 00:09:01.879 --> 00:09:07.360 are you aware of why that piece of content was originally created? Was it 143 00:09:07.399 --> 00:09:11.360 just a blog? was there a was there something that it was meant to 144 00:09:11.399 --> 00:09:13.320 be more than that but it didn't really develop into that and then you were 145 00:09:13.360 --> 00:09:16.919 catching it or what? What was the original and ten of that content? 146 00:09:18.840 --> 00:09:22.399 Honestly, it was a pretty common tale of a start stop where an attempt 147 00:09:22.440 --> 00:09:26.320 to kind of break down easily and explain what we did at the organization. 148 00:09:26.399 --> 00:09:31.200 You know, it was created and left alone. It just that simple. 149 00:09:31.279 --> 00:09:33.679 It was created and, as I understand, less than a day it was 150 00:09:33.720 --> 00:09:39.399 posted index and left alone. And you know, overtime, you know, 151 00:09:39.480 --> 00:09:43.120 folk started finding their way to it organically, which is the best way to 152 00:09:43.120 --> 00:09:45.360 do. But again, that's something that we were able to uncover in the 153 00:09:45.399 --> 00:09:50.200 dashboard and then uncovering what people would did next. Hey everyone, if you've 154 00:09:50.200 --> 00:09:52.120 been listening to be to be growth for a while, you know that we 155 00:09:52.159 --> 00:09:58.600 are big proponents of putting out original, organic content on Linkedin, but one 156 00:09:58.639 --> 00:10:01.840 thing that's always been a struggle for a team like ours is easily tracking the 157 00:10:01.840 --> 00:10:07.440 reach of that linkedin content. That's why we're really excited about shield analytics. 158 00:10:07.480 --> 00:10:11.279 Since our team started using shield, we've been able to easily track the reach 159 00:10:11.320 --> 00:10:16.240 and performance of our linkedin content without having to manually log it ourselves. It 160 00:10:16.279 --> 00:10:24.320 automatically creates reports and it generates dashboards that are incredibly useful to determining things like 161 00:10:24.600 --> 00:10:28.360 what content has been performing the best, what days of the week are we 162 00:10:28.399 --> 00:10:33.120 getting the most engagement and our average views per post. Shield has been a 163 00:10:33.120 --> 00:10:39.399 game changer for our entire team's productivity and performance on Linkedin. I highly suggest 164 00:10:39.559 --> 00:10:43.399 checking out this tool if you're publishing content on Linkedin for yourselves or for your 165 00:10:43.440 --> 00:10:50.039 company. You can get a ten day free trial at shield APP DOT AI, 166 00:10:50.240 --> 00:10:54.320 or you can get a twenty five percent discount with our Promo Code, 167 00:10:54.360 --> 00:10:58.080 be to be growth. Again, that's shield APP DOT AI and the Promo 168 00:10:58.159 --> 00:11:03.759 Code is be, the number to be growth. All One word for a 169 00:11:05.000 --> 00:11:09.039 twenty five percent discount. All right, let's get back into the show and 170 00:11:09.159 --> 00:11:13.519 attempt to kind of break down easily and explain what we did at the organization. 171 00:11:13.600 --> 00:11:16.399 You know, it was created and left alone. It just that simple. 172 00:11:16.480 --> 00:11:18.759 It was created and, as I understand, less than a day it 173 00:11:18.799 --> 00:11:24.480 was posted index and left alone. And you know, over time, you 174 00:11:24.480 --> 00:11:28.960 know, folk started finding their way to it organically, which is the best 175 00:11:28.039 --> 00:11:31.279 way to do. But again, that's something that we were able to uncover 176 00:11:31.399 --> 00:11:33.519 in the dashboard and then uncovering what people would did next. Okay, so 177 00:11:33.879 --> 00:11:37.360 then my next kind of question would be if I'm coming to that page and 178 00:11:37.399 --> 00:11:41.279 I'm going I'm obviously you want the demo request and you get that, but 179 00:11:41.320 --> 00:11:46.639 from like a cont just a content perspective. Was it a clear just lead 180 00:11:46.720 --> 00:11:50.080 into hey, you should try us, or was there this is generally like 181 00:11:50.240 --> 00:11:54.279 it was in an informative piece, and that's why you feel like part of 182 00:11:54.279 --> 00:11:58.000 the traffic was being driven as because it was so informative top of funnel, 183 00:11:58.879 --> 00:12:03.039 not very selfservy. Explain the importance of content at Linux, why taking an 184 00:12:03.080 --> 00:12:07.279 interest in the data that can come from your content is important, right, 185 00:12:07.320 --> 00:12:09.919 and it's just a very simple breakdown of that, right, just making it 186 00:12:09.960 --> 00:12:13.080 really easy. You know, that's that. That was the title of it 187 00:12:13.120 --> 00:12:16.799 and just sort of broke it down a different you know, there's some different 188 00:12:16.879 --> 00:12:18.720 like callouts within the page of like, you know, you know, perform, 189 00:12:18.799 --> 00:12:22.519 some performance metrics, some customer data that we're just sort of sort of 190 00:12:22.519 --> 00:12:28.919 called out in that. But again, it was providing enough information at the 191 00:12:28.960 --> 00:12:31.159 top of the funnel to get folks to engage with us and take a next 192 00:12:31.200 --> 00:12:35.679 step. I think that's crucial and that mix is what we're always trying to 193 00:12:35.679 --> 00:12:39.519 get right as marketers, right, like how do I give some information and 194 00:12:39.519 --> 00:12:43.480 then figure out the right placement where I'm not just being self serving? Okay, 195 00:12:43.519 --> 00:12:46.039 so you alluded to this as well, but again, another one of 196 00:12:46.039 --> 00:12:48.679 those pause points that I want to get us to. You pop the hood, 197 00:12:48.720 --> 00:12:52.600 you notice that people are on this page. There it's a lot more 198 00:12:52.639 --> 00:12:58.159 engagement, a lot, a lot more of length of time on page and 199 00:12:58.240 --> 00:13:03.879 you made several decisions to repurpose this content, one of them being a Webinar. 200 00:13:03.240 --> 00:13:07.679 But what was like the immediate list of things you kind of did? 201 00:13:07.759 --> 00:13:11.000 Go back to that for me and some of the key decisions you made once 202 00:13:11.080 --> 00:13:15.080 you notice this. Yeah, and there's a there's a really key decision, 203 00:13:15.320 --> 00:13:20.080 almost a scary decision to make internally sometimes, that we ult ultimately ended up 204 00:13:20.080 --> 00:13:24.720 making. But yeah, I went after some low hanging fruit contents ideas just 205 00:13:24.759 --> 00:13:28.519 to sort of try out based off having that data. I mentioned the Webinarre 206 00:13:28.039 --> 00:13:31.000 and it was just serious of just kind of blew out the explainer. We 207 00:13:31.000 --> 00:13:37.840 took that page and basically created an agenda page. Spoke to it. It 208 00:13:37.960 --> 00:13:41.320 worked, it got people engaged with us. wrote a couple of blog posts 209 00:13:41.360 --> 00:13:46.919 on the heels of that Webinarre, stretched that into a long form ebook style, 210 00:13:46.000 --> 00:13:50.360 you know, more of a downloadable asset so forth. Just some small 211 00:13:50.440 --> 00:13:52.600 video content right and just kind of kept that going. And what's really great 212 00:13:52.600 --> 00:13:56.840 about that once you kind of create that package, you know, again all 213 00:13:56.879 --> 00:14:00.960 the indicators, everything that we saw. Obviously we're in this game, you 214 00:14:01.000 --> 00:14:03.919 know, to you know, to drive revenue. We're a growth, growth 215 00:14:03.000 --> 00:14:07.639 marketing organization, so we're trying to drive pipeline, we're trying to drive opportunities, 216 00:14:07.639 --> 00:14:09.440 and that's what we got out of that campaign. got so much, 217 00:14:09.440 --> 00:14:13.679 in fact, that we started to see, you know, the sit the 218 00:14:13.799 --> 00:14:16.799 uptick on that page up to getting up to like number two, right behind 219 00:14:16.840 --> 00:14:20.799 the home page, and taking a look at it, taking a look at 220 00:14:20.799 --> 00:14:24.240 what people again using the that heartbeat Pixel I talked about before, and kind 221 00:14:24.279 --> 00:14:26.679 of looking at what people are doing in our own home page, I realized, 222 00:14:28.240 --> 00:14:30.840 why are we making this so difficult? Let's give the let's give the 223 00:14:30.840 --> 00:14:33.720 people what they want. Right. So we made the bold decision, you 224 00:14:33.759 --> 00:14:37.679 know, sometimes I can be a difficult one, to actually make continentally, 225 00:14:37.720 --> 00:14:43.759 its easier home page, right, and we did that. But January of 226 00:14:43.759 --> 00:14:46.440 two thousand and twenty one and then, so we've got about a year's worth 227 00:14:46.480 --> 00:14:50.639 of all over, year's worth of data to look behind this organic traffic spike, 228 00:14:50.679 --> 00:14:54.519 you know, over eighteen percent, which was fantastic. Those Demo conversion 229 00:14:54.600 --> 00:14:58.799 rates continue to hold. Just giving people again, giving people that explain or 230 00:15:00.159 --> 00:15:03.000 up front and then give them the option behind that to go explore a resource 231 00:15:03.000 --> 00:15:07.879 center and some other things like that. But really just thematically continent analytics made 232 00:15:07.919 --> 00:15:11.559 easy. It's like a gift that keeps on giving. Just baked it into 233 00:15:11.600 --> 00:15:15.200 everything. I think I'm a very visual person. I know there will be 234 00:15:15.240 --> 00:15:18.480 listeners. It's funny because I love podcasting, which is such an audio medium, 235 00:15:18.519 --> 00:15:22.120 right and I'm like doing other things while I'm listening, but I'm also 236 00:15:22.480 --> 00:15:26.200 maybe it's because my imagination is running. So give me the visual of like, 237 00:15:26.240 --> 00:15:28.720 what does that look like to put that on the home page? Are 238 00:15:28.799 --> 00:15:31.120 you yeah? Is it just a link to the page or you? How 239 00:15:31.120 --> 00:15:35.879 did you bake it in? It literally became the home page. You go 240 00:15:35.960 --> 00:15:39.039 to our home page, you go to Parsleycom. Right now it says continent 241 00:15:39.039 --> 00:15:41.600 analytics made easy, right at the right at the onset. Yep, the 242 00:15:41.639 --> 00:15:46.320 explainer is still there and then there's the opportunity in the right hand upper right 243 00:15:46.360 --> 00:15:48.360 hand corner to take a demo. Right. So you kept it really, 244 00:15:48.399 --> 00:15:52.159 really simple and that's proved useful to us. Right. We didn't overpopulate the 245 00:15:52.159 --> 00:15:56.519 website. We didn't put the ore the home page of the website. We 246 00:15:56.600 --> 00:16:00.720 saved a lot of the the you know, the details, you know for 247 00:16:00.799 --> 00:16:03.559 navigation and so for so folks can go in and learn more. But just 248 00:16:03.600 --> 00:16:07.919 really just give folks a concrete example, because parselely oh bit not a household 249 00:16:07.000 --> 00:16:10.600 name, right, but we want to be an integral part of a text 250 00:16:10.679 --> 00:16:12.759 act, right, so let's just explain exactly what we do, exactly where 251 00:16:12.759 --> 00:16:17.559 we're coming from and let folks take a journey once they're on the site. 252 00:16:17.679 --> 00:16:21.240 HMM. So I wonder. Okay, the quarter ends. Clearly, I 253 00:16:21.279 --> 00:16:25.960 mean this piece of content lives on forever now, right, because it's baked 254 00:16:25.960 --> 00:16:30.080 into the home page. But I want you to go to through that story. 255 00:16:30.440 --> 00:16:34.480 Where did it shift your mentality and how you looked at at data and 256 00:16:34.519 --> 00:16:41.559 analytics and all of that because of this experience? Specifically that that's really fed 257 00:16:41.600 --> 00:16:45.080 again another, probably a long answer, because it really sort of fed something 258 00:16:45.120 --> 00:16:48.679 else. So we ultimately, you know, I like to say the the 259 00:16:48.039 --> 00:16:52.720 marketing effort that we put behind this and really the springboard that continentals made easy 260 00:16:52.759 --> 00:16:57.120 did for us really was the springboard into an out we were required by word 261 00:16:57.120 --> 00:17:03.200 pressbip shortly after that and that it was made known to us to know the 262 00:17:03.320 --> 00:17:07.279 to marketing by the acquiring company. That, yeah, marketing pipe. I 263 00:17:07.480 --> 00:17:10.599 huge, you know huge, you know, Shiny object that we see over 264 00:17:10.640 --> 00:17:15.200 there. So what happens next? I end up leading marketing for word PRESSBIP 265 00:17:15.400 --> 00:17:18.960 or acquiring company. So here we go again. Right, here we go 266 00:17:18.000 --> 00:17:23.759 again, using parsley data to scan the word pressbip site really kind of look 267 00:17:23.799 --> 00:17:27.359 at where the audience is engaging and starts to cultivate campaigns. So, you 268 00:17:27.400 --> 00:17:30.200 know, study with us. Now we're talking about a bigger brand when you 269 00:17:30.200 --> 00:17:34.279 think word press. Right, we're getting into a whole different arena there and 270 00:17:34.319 --> 00:17:38.000 so forth, but kind of the same, you know, a parallel story 271 00:17:38.039 --> 00:17:41.599 in that when we kind of looked at what people were engaging with, they 272 00:17:41.599 --> 00:17:44.680 were engaging with a lot of our you know, we're talking about a larger, 273 00:17:44.799 --> 00:17:47.519 bigger price point, right, not as transactional, let's say it parsley 274 00:17:47.640 --> 00:17:49.359 right. So people are doing more research, people are engaging with our analyst 275 00:17:49.400 --> 00:17:53.000 reports, people were engaging with our knowledge base and things like that. Right. 276 00:17:53.039 --> 00:17:56.599 So it's like okay again, how do we give people what they want 277 00:17:56.799 --> 00:18:00.279 right. So it actually, you know, following the journey, following the 278 00:18:00.319 --> 00:18:03.920 amount of research people to to actually find us, to get to you know, 279 00:18:04.000 --> 00:18:07.039 like yes, I'm raising my hand, I want to talk to you. 280 00:18:07.359 --> 00:18:10.720 We need to kind of like accelerate that a little bit. What we 281 00:18:10.799 --> 00:18:14.839 did? We put out our own industry report content matters, right, and 282 00:18:14.839 --> 00:18:17.359 we put that out the beginning of this year. We surveyed our audience, 283 00:18:17.400 --> 00:18:19.319 we pump that out and right now we have, like, you know, 284 00:18:19.440 --> 00:18:22.039 this this this focal point. You know, each year we're going to do 285 00:18:22.079 --> 00:18:26.640 this. It's an industry report where we just survey our audience, ask of 286 00:18:26.720 --> 00:18:30.119 a bunch of content related questions, just like we're talking about here, surface 287 00:18:30.160 --> 00:18:33.880 those stats, push it out again. We've got a cornerstone, pillar piece 288 00:18:33.920 --> 00:18:37.039 of content that we can you know, that serves us, you know, 289 00:18:37.079 --> 00:18:38.039 first half of this year, and that's all we're talking about right now. 290 00:18:38.119 --> 00:18:42.240 That's all we're leveraging right now for we're were PRESSBIP. We're about to reboot 291 00:18:42.279 --> 00:18:45.799 another campaign around content analytics made us you for Parsley. So we're able to 292 00:18:45.839 --> 00:18:49.720 run these parallel tracks right. Not Make the content machine works so hard, 293 00:18:49.759 --> 00:18:52.759 not make the demand gin machine works so hard. We have our content in 294 00:18:52.799 --> 00:19:00.960 place to service those efforts. Hey be to be gross listeners. We want 295 00:19:00.000 --> 00:19:03.680 to hear from you. In fact, we will pay you for it. 296 00:19:03.720 --> 00:19:08.359 Just head over to BEDB growth podcom and complete a short survey about the show 297 00:19:08.480 --> 00:19:11.599 to enter for a chance to win two hundred and fifty dollars. Plus. 298 00:19:11.640 --> 00:19:17.240 The first fifty participants will receive twenty five dollars as our way of saying thank 299 00:19:17.319 --> 00:19:21.839 you so much one more time. That's be tob growth podcom, letter B, 300 00:19:22.480 --> 00:19:29.559 number two, letter be growth podcom. One entry per person must be 301 00:19:29.599 --> 00:19:33.559 an act, the listener of the show to enter and look forward to hearing 302 00:19:33.559 --> 00:19:37.920 from you. Not Make the content machine works so hard. Not Make the 303 00:19:37.920 --> 00:19:42.160 demandgin machine works so hard. We have our content in place to service those 304 00:19:42.200 --> 00:19:48.480 efforts. We've talked a lot about content distribution on the podcast the last few 305 00:19:48.480 --> 00:19:52.680 months and so I like where this is going in that we're hitting on pillar 306 00:19:52.720 --> 00:19:56.039 content, but we've done it from a slightly different perspective, really getting a 307 00:19:56.160 --> 00:20:02.759 gage from the data and and locking in there. So when you think of 308 00:20:02.799 --> 00:20:04.319 pillar content, like go to word pressie up you right now. You you 309 00:20:04.359 --> 00:20:08.640 release this paper and then it informs you're saying like the first quarter, two 310 00:20:08.720 --> 00:20:11.519 quarters of your the rest of your strategy. So talk about the trickle down 311 00:20:11.519 --> 00:20:15.960 effect of what else you guys were creating. Some of that's going to happen 312 00:20:15.000 --> 00:20:18.279 a little bit more natural. You're going to figure out ways to bake it 313 00:20:18.319 --> 00:20:21.240 in. But what are the other things that the pieces that you created as 314 00:20:21.240 --> 00:20:23.119 a trickledown effect from that paper? Yeah, well, first I mean to 315 00:20:23.160 --> 00:20:26.759 set this up. You know, again, I want to make mention our 316 00:20:26.759 --> 00:20:30.799 teams were probably working harder than they should have without these these indicators coming out 317 00:20:30.839 --> 00:20:34.480 of the data. So having a cornerstone or pillar piece allows us to well, 318 00:20:34.920 --> 00:20:38.640 diversify, right, really diversify. How? You know, the content 319 00:20:38.680 --> 00:20:44.559 that we were procuring, the theme. thematically, it's the same thing we're 320 00:20:44.599 --> 00:20:45.960 talking about. We're just putting out in different forms. You take what you 321 00:20:45.960 --> 00:20:48.039 and are doing right now and she who are on a podcast. Right, 322 00:20:48.039 --> 00:20:52.279 there's people that love podcast people. That's only two is those in the podcast 323 00:20:52.400 --> 00:20:56.759 right. There's folks that still love their try to chew white papers and Ebooks 324 00:20:56.759 --> 00:20:59.240 and things, and there's people I know that save those down and I still 325 00:20:59.279 --> 00:21:00.640 know people that print them up and take them with them on a plane. 326 00:21:00.640 --> 00:21:03.319 I know people that still want to hand out right. Got To do some 327 00:21:03.359 --> 00:21:08.240 autograph sometime. Yeah, with events coming back to man, you know, 328 00:21:08.400 --> 00:21:14.039 we got events are huge, far from those printing press. Yeah, but 329 00:21:14.200 --> 00:21:17.640 the but you you see her. I might probably getting at is like at 330 00:21:17.759 --> 00:21:21.039 just muched before, just as a as a species. We all have our 331 00:21:21.039 --> 00:21:25.160 preferences for how we consume content because we're inundated with it, you know, 332 00:21:25.279 --> 00:21:27.799 so often, and we hope we all have our personal preferences. Can we 333 00:21:27.839 --> 00:21:30.440 do it all? No, but man we can. We can make every 334 00:21:30.440 --> 00:21:33.359 attempt, using data to help us do that. So for us, that's 335 00:21:33.400 --> 00:21:37.200 what this is done. For us is, you know, using using content 336 00:21:37.240 --> 00:21:41.559 analytics to really kind of help us diversify the mix. And we have a 337 00:21:41.599 --> 00:21:45.160 pretty regular cadence of makes. We do a lot of the same things, 338 00:21:45.160 --> 00:21:48.400 but thematically we're using those those spillar pieces, you know, to fill in 339 00:21:48.480 --> 00:21:52.480 the the information that we wanted disseminate too, folks. So are there any 340 00:21:52.599 --> 00:21:56.119 kind of mediums that you're you know, different things for different people? I 341 00:21:56.160 --> 00:22:02.599 get that, but we also tend to lock in as marketers on specific mediums 342 00:22:02.599 --> 00:22:07.359 in specific seasons. I wonder if there's any that you find particularly useful right 343 00:22:07.400 --> 00:22:10.559 now. I like to be short and sweet, be perfectly honest, get 344 00:22:10.599 --> 00:22:12.839 to the point with with a lot of things. So video content has been 345 00:22:12.920 --> 00:22:17.559 something that we're starting to do more and more of. Just, you know, 346 00:22:18.200 --> 00:22:21.960 we just made a little investment in just a recording platform because we want 347 00:22:21.960 --> 00:22:26.480 to talk to our partners and our customers and influencer likes that that are, 348 00:22:26.480 --> 00:22:30.039 that are kind of part of our community and really just kind of showcase that 349 00:22:30.079 --> 00:22:33.519 we're talking about thirty two one minute spots, right, just get the point 350 00:22:33.559 --> 00:22:36.480 out there. You know, check out the the link in the comments for 351 00:22:36.519 --> 00:22:41.319 more information or to download XYZ right, just using that mentality through it the 352 00:22:41.599 --> 00:22:44.559 you know. But in terms of like where we still see success, Hey, 353 00:22:44.960 --> 00:22:48.880 getting into you know, we still see success all things like long form 354 00:22:49.160 --> 00:22:52.880 contents. Right, people still will if you if you're writing the right sort 355 00:22:52.880 --> 00:22:56.079 of how to or one hundred and one guide or tip and trick, people 356 00:22:56.119 --> 00:23:00.240 still will download that kind of stuff. But I really think it's important to 357 00:23:00.319 --> 00:23:03.799 humanize it in some in some capacity, and that's used through a Webinar, 358 00:23:03.000 --> 00:23:07.799 through a podcast, through a videos, so really that sort of like human 359 00:23:07.960 --> 00:23:11.680 element to it. That's that's the biggest channel that we're seeing scene results in. 360 00:23:11.119 --> 00:23:15.759 Yeah, I want to take content with me that's engaging, entertaining, 361 00:23:15.799 --> 00:23:19.119 informative, but then I want to download content and refer back to it if 362 00:23:19.160 --> 00:23:22.920 you put a bunch of work into it and it's maybe data heavy or so. 363 00:23:23.079 --> 00:23:26.559 That's where I see the like I love the idea of a long form 364 00:23:26.680 --> 00:23:30.960 guide if you can be the first into some sort of space or you have 365 00:23:30.039 --> 00:23:34.599 some sort of niche that you can have expertise in, having those flavors next 366 00:23:34.640 --> 00:23:38.200 to each other. I love that and I think that's a good way of 367 00:23:38.200 --> 00:23:42.359 breaking it down. Okay, so what are the top analytics you think people 368 00:23:44.119 --> 00:23:47.400 have to be tracking in their content? I had to take us here for 369 00:23:47.440 --> 00:23:51.119 a second. What are those top analytics you believe people have to track in 370 00:23:51.160 --> 00:23:56.079 their content? Man, I I'm going to sound like a broken record here, 371 00:23:56.160 --> 00:24:00.640 Beggie, but man, that engagement time where people are engaging right the 372 00:24:00.640 --> 00:24:03.640 time on the page, the eyes on the page, where they're at, 373 00:24:03.680 --> 00:24:06.880 and there's you know, hey, I'm I work at Parsley, so I'm 374 00:24:06.880 --> 00:24:10.039 being bit self serving here, but there are platforms out there that do this 375 00:24:10.079 --> 00:24:12.839 and it's I think it's worth the investment. Because otherwise you're spend any reels 376 00:24:12.920 --> 00:24:17.079 just writing, and you're just writing your kind of just trying things out. 377 00:24:17.119 --> 00:24:19.119 It's important to try things out, but let's try to write things out, 378 00:24:19.119 --> 00:24:22.759 you know, let's let again give the people what they want. So engagement 379 00:24:22.759 --> 00:24:26.960 time is the big one. They're still tried in true metrics. People got 380 00:24:26.960 --> 00:24:27.720 to look at you know, you need to look at your traffic, you 381 00:24:27.720 --> 00:24:32.599 need to look at social visibility. You know, you know what's working, 382 00:24:32.640 --> 00:24:37.039 what's converting, what's not. You know, stop doing what's not working double 383 00:24:37.119 --> 00:24:41.319 down on what is. So That's getting into the conversion aspect of things. 384 00:24:41.359 --> 00:24:42.240 But I'd say, you know, the biggest thing is, you know, 385 00:24:42.359 --> 00:24:47.519 engagement time, right. You know, I'll say something that's sometimes unpopular with 386 00:24:47.960 --> 00:24:51.039 you know be tob marketers and such, is that you get to a point 387 00:24:51.079 --> 00:24:55.319 also where you realize the the value of ungated content. Right, you get 388 00:24:55.359 --> 00:24:57.160 to realize the value of content that's working. And Yeah, you know, 389 00:24:57.200 --> 00:25:02.240 maybe it's reached to either a point on its shelf life or maybe you have 390 00:25:02.400 --> 00:25:06.440 enough that's gated on there and you've got enough of a library where people keep 391 00:25:06.480 --> 00:25:08.119 coming back. Hey, give it to them for Freemen, you know, 392 00:25:08.240 --> 00:25:11.720 just measure up, measure out the little bit of that intent data, measure 393 00:25:11.720 --> 00:25:15.200 a little bit about what they're those buying signals are, and use a platform 394 00:25:15.200 --> 00:25:17.720 like parsley to kind of measure what they're doing on your site. You know 395 00:25:17.759 --> 00:25:21.559 you'll be able to track them anyway. So Hmm, okay. So I 396 00:25:21.559 --> 00:25:25.720 want to spend our last couple of minutes here just going to real practical how 397 00:25:26.079 --> 00:25:30.240 in in this case we're clearly advocating for some sort of content and at a 398 00:25:30.319 --> 00:25:33.599 tool, something to help us see where our traffick is and help us decide 399 00:25:33.599 --> 00:25:37.880 what to create more of. But talk me through how to use the tool. 400 00:25:37.960 --> 00:25:42.160 So, like, often are you reviewing and kind of making content adjustments 401 00:25:42.200 --> 00:25:45.920 in real time? Are you setting up time weekly to review that monthly, 402 00:25:47.000 --> 00:25:52.519 like, how does this data that you're informed with like then kind of end 403 00:25:52.599 --> 00:25:57.039 up playing into your strategy longer term? My continent analytics platform is running right 404 00:25:57.079 --> 00:26:00.680 now in front of me, so it's up all the time. It becomes 405 00:26:00.680 --> 00:26:04.960 a central hub, of central focus of conversation with my team, especially. 406 00:26:06.039 --> 00:26:07.839 You know, even when we're have a day where we don't have a lot 407 00:26:07.920 --> 00:26:11.720 going on, we're taking a look at, you know, what's going on 408 00:26:11.720 --> 00:26:14.759 on the on the page. If there's, you know, we look at 409 00:26:14.839 --> 00:26:18.039 high traffic times. We're able to map that. I mean that's that's data 410 00:26:18.119 --> 00:26:21.480 that that you can you can get kind of anywhere. But the kind of 411 00:26:21.559 --> 00:26:23.400 going back to the journey aspect of it, anytime we see a little spike 412 00:26:23.480 --> 00:26:26.720 or we see a diper, what have you, there's there's a layer deeper 413 00:26:26.759 --> 00:26:30.039 that we can dive into and kind of see what's working. We're really get 414 00:26:30.079 --> 00:26:33.000 exciting, of course, is when we deploy something, we deploy a new 415 00:26:33.000 --> 00:26:36.319 piece of contents, so or update of page or something. You know, 416 00:26:36.319 --> 00:26:38.200 we see the inflection point. That's where the that's where the fun happens because 417 00:26:38.200 --> 00:26:41.039 we see people, you know, where they're coming in from, what they're 418 00:26:41.039 --> 00:26:45.160 doing next, and from there we're able to map that against some of our 419 00:26:45.200 --> 00:26:49.039 KPI's right in terms of like opportunity generation, you know, form fills, 420 00:26:49.039 --> 00:26:53.400 things like that that we're we're going for. So I like it. So 421 00:26:53.440 --> 00:26:57.880 are there any kind of goal or any routines or rituals that you and your 422 00:26:57.920 --> 00:27:03.279 team have found around content creation and strategy that you would want to leave us 423 00:27:03.279 --> 00:27:06.319 with today, because I know there's gonna people they're they're working out right now, 424 00:27:06.400 --> 00:27:10.119 they're doing the dishes, they're doing something else, but practically speaking, 425 00:27:10.160 --> 00:27:12.160 they go to back to work tomorrow and they're looking for that. Okay, 426 00:27:12.160 --> 00:27:15.240 how do I just tweak a little bit in the way that we're doing content 427 00:27:15.359 --> 00:27:18.599 or pillar pages and a lot of the back and forth we've had today, 428 00:27:18.720 --> 00:27:22.480 right, what would you advocate for, based on maybe some of the things 429 00:27:22.519 --> 00:27:25.559 you and your team are doing? You know, I would say try not 430 00:27:25.599 --> 00:27:30.079 to make it too difficult. I'm talking here from from experience into something that 431 00:27:30.079 --> 00:27:33.440 that I'll beionce. I kind of fell into and then kind of fell fell 432 00:27:33.519 --> 00:27:37.759 for when it comes to a you know, specific data points around content, 433 00:27:37.799 --> 00:27:41.240 but they're, like I said before, there's there's there's opportunities to invest in 434 00:27:41.359 --> 00:27:44.400 platforms like Parsi. There's opportunities, you know, there's other platforms out there 435 00:27:44.400 --> 00:27:48.039 that you can leverage as well, but pick a find a data point, 436 00:27:48.200 --> 00:27:52.279 and one of the hardest things to do that I've noticed. No reference are 437 00:27:52.279 --> 00:27:56.319 content matters report I talked about earlier. One of the biggest challenges that content 438 00:27:56.359 --> 00:27:59.240 creators have market, you know, content marketers have, is getting started. 439 00:27:59.920 --> 00:28:03.920 Is Getting started right. You know, picking that channel, picking that that 440 00:28:03.960 --> 00:28:07.680 piece of content in either just writing it or if you want to do a 441 00:28:07.680 --> 00:28:11.200 short form video, you know, pop and open a zoom and just recording 442 00:28:11.240 --> 00:28:15.720 something, you know, something yourself talking or interviewing someone else just like your 443 00:28:15.839 --> 00:28:19.720 or you and I are doing right now. That's the biggest challenge. I 444 00:28:19.720 --> 00:28:22.720 would say. They're so I would say, you know, from a ritual 445 00:28:22.759 --> 00:28:26.880 standpoint, trust yourself, trust the data. Trust the data, get started, 446 00:28:27.680 --> 00:28:30.559 look for some inspiration. You know, look at you know, look 447 00:28:30.559 --> 00:28:33.200 at some different folks that are doing it well. You know, scroll through 448 00:28:33.200 --> 00:28:37.000 a linkedin feed and kind of see, you know, kind of what folks 449 00:28:37.000 --> 00:28:40.160 are doing out there, right, and then just kind of have fun with 450 00:28:40.200 --> 00:28:42.960 it after that, right, even if you are a marketer of one right, 451 00:28:44.039 --> 00:28:45.920 or if you're a marketer of a hundred right in an organization, right, 452 00:28:47.000 --> 00:28:48.680 just start to have some fun with it and get you'll get to a 453 00:28:48.720 --> 00:28:52.079 point place where, you know, it becomes really rewarding. You know what 454 00:28:52.119 --> 00:28:55.559 you want to write about. You're having more fun with it. That's that's 455 00:28:55.640 --> 00:28:59.359 what I've seen happen on my team as we've grown. And you can't have 456 00:28:59.480 --> 00:29:02.720 fun are you can't have feedback until you have fun with it. You can't. 457 00:29:02.720 --> 00:29:07.039 There's no back and forth until there's actually content coming out. So I 458 00:29:07.079 --> 00:29:10.400 think a lot of people get stuck in that sort of pre phase or there 459 00:29:10.440 --> 00:29:12.039 they don't have a way of knowing what's working, which is what something we've 460 00:29:12.079 --> 00:29:15.279 been hitting on quite a bit here. So love it, man. I 461 00:29:15.480 --> 00:29:18.680 thank you for diving into this today, David, for those that want to 462 00:29:18.720 --> 00:29:22.160 know a little bit more about word press vip and also just a way to 463 00:29:22.160 --> 00:29:26.279 connect with you, tell us a little bit about about both. Yeah, 464 00:29:26.319 --> 00:29:30.400 I'm a I'm available to chat with anybody that's got questions or want to learn 465 00:29:30.480 --> 00:29:33.880 more. You know you can find me. You know I'm on Linkedin, 466 00:29:33.960 --> 00:29:37.839 David Cardial, as well as you know twitter at D cardial twenty two. 467 00:29:37.960 --> 00:29:41.599 Anybody wants to reach out there. But to yeah, learn more W P 468 00:29:41.759 --> 00:29:47.319 vipcom, word press bipcom and you know, check out check out the site, 469 00:29:47.400 --> 00:29:49.400 check out some of our resources. If you want to check out continent 470 00:29:49.440 --> 00:29:53.039 analytics, mayde easy, check out PARSLEYCOM. Great man, thank you so 471 00:29:53.119 --> 00:29:57.039 much for stopping by. B Tob Growth Beiggy. Was a pleasure for all 472 00:29:57.079 --> 00:30:00.519 of our listeners. We're having common versations like this because we want to help 473 00:30:00.559 --> 00:30:04.799 fuel your growth and innovation. So thanks for listening today. Never miss an 474 00:30:04.799 --> 00:30:10.319 episode. Wherever you're listening to this, you can subscribe on your favorite podcast 475 00:30:10.440 --> 00:30:12.759 player and we'd be appreciative of that, or a rating or a review. 476 00:30:12.799 --> 00:30:15.720 And Hey, reach out to me as well on Linkedin. I'm always talking 477 00:30:15.759 --> 00:30:19.240 about business, marketing and life over there and would love to hear from you. 478 00:30:19.599 --> 00:30:22.279 Keep doing work that matters. will be back real soon. It's another 479 00:30:22.319 --> 00:30:38.519 episode. We're always excited to have conversations with leaders on the front lines of 480 00:30:38.519 --> 00:30:42.640 marketing. If there's a marketing director or a chief marketing officer that you think 481 00:30:42.680 --> 00:30:47.440 we need to have on the show, reach out email me, ben dot 482 00:30:47.440 --> 00:30:52.799 block at Sweet Fish Mediacom. I look forward to hearing from you.