what is content marketing and how to crush it on a with timestamps YoutubeScribe.com

[0:00] What do you get when you combine Jell-O, Doritos,
and Spiderman?
[0:04] Three things.
[0:05] Billions of dollars spent on marketing, some
fine content, and a nasty snack.
[0:10] Huge companies like these have the people
and resources to experiment.
[0:14] And even if there's little impact, it barely
makes a dent in their profits.
[0:19] Now, for people like you and I, we probably
can't afford a SuperBowl commercial
[0:24] or make a blockbuster film.
[0:25] But it doesn't mean you can't create impactful
content marketing campaigns.
[0:30] So in this tutorial, I'm going to show you
what content marketing looks like and
[0:34] how you can use it to grow your business.
[0:36] Stay tuned.
[0:37] [music]
[0:41] What's up marketers?
[0:42] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:46] your competitors, and dominate your niche.
[0:48] Now, content marketing is more than just
blogging or creating videos for YouTube.
[0:53] According to CMI,
[0:55] content marketing is a strategic marketing approach focused on creating and distributing valuable,
[1:01] relevant, and consistent content to attract
and retain a clearly defined audience —
[1:07] and, ultimately, to drive profitable customer action.
[1:11] Now, let's break these down into some key points.
[1:14] You need to create content and distribute it.
[1:16] In terms of content attributes, it should
be valuable, relevant, and consistent.
[1:22] On top of that, you should know exactly who you're
targeting so you can attract and retain them.
[1:28] Most importantly, the content should drive
profitable customer action.
[1:33] Now, content marketing isn't exactly new.
[1:35] It's been around for centuries.
[1:37] For example, in 1904, a relatively unknown brand,
named Jell-O, created their first recipe book.
[1:44] And of course, the main ingredient for every
recipe was their jelly product, making their
[1:49] content relevant to their business.
[1:51] They went door-to-door distributing free copies
[1:54] and this contributed to over a million
dollars in sales by 1906.
[1:59] With inflation, that's nearly 30 million dollars today.
[2:03] Now, in 1964, Hasbro created a line of military-themed
dolls and action figures called G.I. Joe.
[2:10] The toy didn't do so well and was eventually
discontinued in 1978.
[2:15] Then in 1982, Hasbro partnered with Marvel
creating a new series of comic books, called
[2:21] "G.I. Joe: A Real American Hero," which
brought the action figures back to life.
[2:26] When high-quality content and stories integrate
your products, it influences purchasing decisions.
[2:31] And that's content marketing in a box.
[2:34] But successful content marketing ideas
for your business don't exactly fit in a box.
[2:39] Every business is unique and there are other
external factors that can impact your campaigns.
[2:44] So to heighten your chances of executing a
successful content marketing strategy you can
[2:49] use a 4-prong strategy that I call
"The CART formula."
[2:53] C is for content.
[2:54] The content requires you to think of a topic
and format you'll use.
[2:57] For example, will it be a blog post, video,
commercial, infographic, or whatever.
[3:02] A is for audience.
[3:04] Having a clearly defined audience is going
to help you refine that format
[3:08] as well as your distribution strategy.
[3:10] For example, a personal finance guide would likely
resonate with married couples, aged 25 and older.
[3:16] Probably not as much for teenagers that are
still dependant on their parents.
[3:20] R is for relevance.
[3:21] Content marketing isn't about virality.
[3:24] It's about driving profitable customer action.
[3:26] So keeping your content relevant to your products
will ensure it's serving your business.
[3:31] Finally is timing.
[3:33] Being in the right place at the right time
can increase your chances of success.
[3:37] Generally speaking, the more criteria it fits,
the better your campaign will do.
[3:42] For example, a CART is better than just a CAR.
[3:46] Let's look at a few examples of companies
doing content marketing that I don't think
[3:50] were crazy expensive to execute.
[3:53] I'll break them down through my lens, and
give you ideas on how you can replicate them.
[3:57] The first example is a YouTube series called
"Will it Blend."
[4:01] This series was a wildly successful brand
campaign where Tom Dickson, founder of Blendtec,
[4:06] was able to showcase the power of his blender.
[4:09] The content was simple, yet brilliant.
[4:11] Create videos of putting random objects into
a blender, and see if it'll blend to dust.
[4:16] They took the boring topic of blending and
made it exciting.
[4:20] The videos entice curiosity, disbelief, and
a lot of dust.
[4:25] And it's pretty clear that they nailed relevance.
[4:27] Their product is the star of the show.
[4:29] And without it, the videos wouldn't have had
the effect they did.
[4:32] The place where they fell short in my opinion
was the audience aspect.
[4:36] If you look at their YouTube videos, you'll
see that their "will it blend" videos all have
[4:40] a crazy number of views.
[4:42] But then they tried creating helpful recipe
tutorials to go after a more relevant audience.
[4:47] And you'll see that they barely got
viewed in comparison.
[4:50] Their current audience isn't there to learn recipes.
[4:53] They've subscribed to watch them destroy things.
[4:56] As for timing, blending is an evergreen topic.
[4:59] But they've done something clever to leverage timing.
[5:02] You'll see here that the iPhone 6 Plus was
released on September 19, 2014.
[5:07] 4 days later, they blended it.
[5:09] Amazon Prime day was on July 16, 2018.
[5:12] So to "celebrate," they blended an Amazon
Echo just 3 days before.
[5:17] While the novelty of blending objects has clearly
died down, you'll see the number of searches
[5:22] for the brand itself stayed strong for
quite a while after.
[5:26] Now, I wish that I could give you tips on
manufacturing virality, but I'd be doing you
[5:30] a disservice by trying.
[5:31] Reason being, I don't think it can be done
consistently.
[5:34] So let's move on to a more repeatable example,
[5:37] and that's Superdrug's "Perceptions of 
Perfection" campaign.
[5:40] Superdrug is a company that sells health,
beauty, and skincare products.
[5:44] In June 2015, they launched their "Perceptions
of Perfection" campaign.
[5:48] Their content was actually crowd-sourced.
[5:51] They asked female graphic designers from 18
different countries to retouch a photo of a woman
[5:55] to "make her more attractive."
[5:58] As you can see, cultural perceptions of "beauty"
were quite different depending on culture.
[6:03] And that was their point.
[6:04] Beauty can't be judged objectively.The topic
was controversial, personal and emotional.
[6:10] To me, it seems like they were targeting women
around the same age as the person used in the photo.
[6:15] And with 18 perceptions of beauty, I'm sure
they were able to impact a diverse audience.
[6:21] Relevance was there too because the campaign
attracts their target demographic and builds
[6:25] both brand awareness and trust.
[6:28] And the timing couldn't have been more perfect.
[6:30] This was right around the time that the body
positivity movement was gaining traction.
[6:35] And it only continued to explode since then.
[6:37] This campaign has racked up over 837 links from
unique websites and over 34,000 social shares.
[6:45] But this campaign wasn't completely unique.
[6:47] About a year before, a freelance journalist
sent an unaltered photo of herself to 40
[6:52] photoshop experts from around the world.
[6:54] It blew up and she was featured in numerous
large publications and also gave a TEDX talk
[6:59] on her experiment.
[7:01] So let's talk about finding replicable topics
you can apply to your content marketing.
[7:05] You can use a tool like Ahrefs' Content Explorer
which lets you search through over a billion pages
[7:10] of content and filter and sort by metrics
that matter to you.
[7:14] So I'll enter a topic like "beauty."
[7:17] And you'll see over 10 million pages that
have this word in the title or body.
[7:21] Now, let's narrow down the results to only pages
that have at least 100 links from unique websites.
[7:27] And we'll set one more filter to show pages
that also have at least 1,000 social shares.
[7:33] After about a minute of skimming the article
titles, I was able to find some great ideas
[7:38] to draw inspiration from like:
[7:40] "See Why We Have an Absolutely Ridiculous
Standard of Beauty in Just 37 Seconds,"
[7:45] and "The Beauty of Human Skin in Every Color."
[7:48] The next content marketing example is from
Tasty's YouTube channel.
[7:52] Tasty is a YouTube channel with recipes and
other food-related content run by Buzzfeed.
[7:57] And I'm sure you've seen their creatives on
either YouTube or Facebook at some point.
[8:02] They popularized this super-simple format of
video recipes done in just a couple of minutes.
[8:08] And the audience they hit hard was anyone
who cooks at home, specifically busy moms
[8:13] and dads that want to make something easy
and delicious fast.
[8:17] Buzzfeed monetizes through several channels
like branded content, ads, and affiliate commissions.
[8:23] So relevance in this case comes down to creating
interesting videos people want to watch and then
[8:29] have those people share it so they can
get more ad impressions.
[8:32] Now, something I really like about the Tasty
YouTube channel is that they don't clickbait
[8:36] you into their videos.
[8:37] In fact, a good portion of their most popular
videos are clearly targeting keywords like,
[8:43] "how to cook perfect eggs every time."
[8:45] "how to make perfect chocolate chip cookies,"
[8:48] and "how to cook with cast iron," which all
[8:50] get searched on a regular basis.
[8:52] This allows them to get consistent traffic
to these videos since they're evergreen topics.
[8:57] Their videos on YouTube alone have racked
up over three and a half billion views.
[9:02] Plus, they're getting millions of new views
everyday and about 100,000 subscribers
[9:07] every week to week and a half.
[9:09] Now, Tasty's success on YouTube comes down
to three things:
[9:12] They publish great content consistently.
[9:15] They use eye-catching thumbnails.
[9:16] And they use a unique video format that serves
a need in a timely manner.
[9:21] So something that I love about their strategy
is that they started off by targeting keywords
[9:26] that get searched.
[9:28] And now that they have a targeted audience
of around 16.6 million foodies, they can
[9:33] create new types of content like this series
on making really big food.
[9:38] To find keywords that get searched on YouTube,
you can use a tool like Ahrefs' Keywords Explorer.
[9:43] Set the search engine to YouTube and enter
a broad keyword related to your niche.
[9:48] So let's look up "recipe" and "recipes."
[9:51] Next, I'll go to the phrase match report,
where we can see over 260,000 keyword ideas
[9:56] containing one of these words.
[9:58] Alternatively, you can use different phrases
like specific ingredients.
[10:03] So let's switch this up to "shrimp," "tomato,"
"rice," and "chicken."
[10:09] Now, this time, I'll use the Include search box
and search for a modifier like "how to."
[10:15] And now we have even more great ideas assuming
we had a YouTube channel with recipes.
[10:20] The next example is an Auto Loan Calculator
by cars.com.
[10:24] Cars.com is a website that connects sellers
with buyers.
[10:27] They created a simple auto loan calculator,
which has collected over 18,000 backlinks
[10:33] from over 570 unique websites.
[10:36] And this has helped them rank for competitive
keywords in Google like "car payment calculator,"
[10:41] "car loan calculator," and "auto loan calculator,"
which collectively bring in over a hundred
[10:46] thousand visits from Google each month.
[10:49] Their content is a tool.
[10:50] It calculates car payments over the life of your loan.
[10:53] Just fill in the form like so, and you'll see
your estimated monthly payment amounts.
[10:59] Now, the best part about this calculator is
that it's super-relevant to their business.
[11:03] If you scroll down a touch, you'll see a heading
that says, "Search for Cars by Price Up to..."
[11:08] and whatever value you entered.
[11:11] Then enter your zip code, click the search
button, and it'll take you to their listings
[11:16] of available cars.
[11:17] And just like that, they've turned search
visitors into potential buyers.
[11:22] The timing here is two-fold.
[11:23] First, the topic of car loans is evergreen.
[11:26] People are always in the market for a car.
[11:28] And naturally, cars are pretty expensive,
so most will have to get a loan.
[11:33] But since most people are likely finding this page
through search engines, it adds an additional
[11:38] layer to timing.
[11:39] They're reaching potential buyers right in
the exact moments that they've searched for
[11:44] keywords like "car loan calculator."
[11:46] Someone searching for that is likely in the
process of buying a car or seeing how much
[11:51] car they can afford.
[11:53] Tools are a great way to help potential buyers.
[11:55] And since they're already on your site, you
have the opportunity to control the experience
[12:00] that comes after.
[12:01] A great way to find tools that are worth creating
is to search in Ahrefs' Keywords Explorer
[12:05] for broad keywords related to your niche.
[12:08] So if I had a health and fitness website,
I might enter phrases like "body building,"
[12:13] "fitness," "health," and "weight loss."
[12:16] Next, I'll go to the All keywords report.
[12:19] And to find tools, I'll just click the Include
filter, select the Any word tab, and type in
[12:25] words like "tool" and "calculator."
[12:28] And now we have a bunch of content ideas along
with all keyword metrics like Search Volume,
[12:33] Keyword Difficulty, and CPC values.
[12:37] Now, I wouldn't recommend just recreating
the exact same tool as everyone else.
[12:41] Instead, look for issues with the current results and
see how you can improve the experience for users.
[12:46] And if you hope to get discovered through
search engines, you'll need to get backlinks
[12:50] to that page so you can rank high.
[12:52] To do this, I recommend watching our video
on replicating your competitors' links.
[12:56] I'll leave a link in the description.
[12:58] The final example is one close to my heart,
and that's Ahrefs' content marketing strategy.
[13:04] Yes, a bit of a shameless self-plug, but I'm
not sharing this with you because I think
[13:08] we're the best at content marketing.
[13:10] But I do know a little more details on the
impact it's had on our company's growth.
[13:14] At Ahrefs, our content for the most part is
created as blog posts and videos.
[13:19] And the topics we cover today are data studies
[13:21] and evergreen tutorials on how to do
SEO and marketing.
[13:25] Now, the reason why we chose these two formats
is because they appeal to our audience,
[13:30] who are SEOs and website owners who
want to get more traffic to their site.
[13:35] And our #1 promotion method is to rank our
pages high on both Google and YouTube.
[13:40] This has led to traffic for both our blog
and YouTube channel.
[13:43] Now, while we can't attribute 100% of our
growth to our marketing efforts alone,
[13:47] we've been growing around 50% year on year.
[13:50] And aside from a great product, I like to think
our content contributes because of relevance.
[13:55] Nearly all of our content is on topics where
we can naturally plug our products as a solution
[14:00] to a problem, making our tools the star of
the show.
[14:04] As for timing, you may have noticed that we
never publish content on news-related topics
[14:08] like Google Algorithm updates.
[14:11] While doing this might lead to spikes in traffic,
[14:13] it's not in-line with our overall content
marketing strategy.
[14:17] We're a pretty lean team, so we focus on publishing
evergreen content and keeping those pieces
[14:23] always up to date.
[14:24] So the way we choose topics for YouTube and
Google are similar.
[14:27] First, we start with keyword research.
[14:30] For YouTube, I'd use Keywords Explorer, select
YouTube as the search engine, and type in
[14:34] broad queries like "seo," "keyword research,"
and "link building."
[14:39] Then I'll go to the Phrase match report to see
other keyword ideas that contain these words.
[14:44] From here, it's just a matter of picking keywords
with search volume that are relevant to our business,
[14:49] and then optimizing them for YouTube search.
[14:52] I'll leave a link to our video on doing YouTube
SEO and YouTube keyword research in the description
[14:57] which goes into the step-by-step process.
[15:00] As for our blog, we follow a similar process
where we enter a few seed keywords, go to
[15:05] the Phrase match report, and then analyze
the SERP for standout keywords.
[15:09] Since Keywords Explorer shows the estimated
search traffic for the top ranking pages,
[15:14] we use "traffic potential" as a way to better
gauge whether a page is worth creating.
[15:19] We have quite a few detailed tutorials on
doing keyword research, so I'll link those up
[15:23] in the description too.
[15:24] Now, all of the content marketing examples
that I've shared with you don't require multi-million
[15:28] dollar budgets.
[15:30] In fact, if you're doing the work alone or
with a partner, some won't require any money
[15:34] other than your time.
[15:35] Remember that content marketing is a long
play and as you successfully execute for your
[15:40] audience, you should see traffic, brand awareness,
and revenue grow in tandem.
[15:45] Now, I know that there are a ton of examples
of great businesses doing great content marketing.
[15:50] So let me know of any examples or companies
that you love in the comments.
[15:54] And if you enjoyed this video, make sure to
like, share, and subscribe for more actionable
[15:59] marketing tutorials.
[16:00] So keep grinding away, and I'll see you in
the next tutorial.

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