Viola Eva | The Content Marketing Formula | Internet Marketing Gold

 

welcome viola eva to img courses how are

you going

hey andy good to see you i am excited to

be here

that's excellent we are excited to have

you because you

are producing an amazing course

based on all of your seo and content

marketing experience to date

called a content marketing formula and

we're going to be releasing that in

a couple of weeks time inside of img so

this is a little preview to what's going

to happen inside of the training series

and i've got a few questions and then i

think you're going to take us through a

little example of what you're going to

be teaching us

right great okay so

uh for those that don't know you could

we find out a few interesting things

about your

experience and uh what you're known for

right so my name is viola i live in

berlin i run a digital marketing agency

called flow seo where we

provide seo services to digital

businesses and i basically i talk about

and teach about content marketing and

seo

and have been traveling the world not

this year but the years before doing so

and very much looking forward to kind of

like sharing what we do with our clients

and what's working inside the training

and what previous stages have you been

on

that have been highlights for you

um probably my first kind of like big

win that i really really loved was a

couple of years ago when i was speaking

for an

act in las vegas afterwards i was

speaking for them again

in london i spent spoken at popcorn um

the binary here in berlin wordcamp

europe

a bunch of stuff basically right okay

i'm a little bit sad that you didn't

mention the

tech open air presentation that we did

together a few years ago that is true we

also spoke at tech opener in berlin

together

that was great fun i enjoyed it

tuck that on at the end so

what are the biggest things that

students are going to take away from the

content marketing formula

do you think right basically what i want

to do is i want to make peace between

seos and quantum marketers

because i do think seo is one of the

ultimate accelerators for content

marketing and they make a perfect

marriage

and somehow we as seo sometimes don't

really like the content marketers and

we're kind of like stuck in our ways of

writing long-form content and optimizing

for keywords

and you know some seos have been

punished quite a bit in the last few

years with the algorithm updates because

these pages are not satisfying search

intent anymore

so i want to make sure that img

community

and that we agree on the principles of

content marketing and how that

can make you a better seo moving forward

okay and how has this method actually

helped you

in your job and succeeding in the goals

that you have for your clients

i mean essentially i would say we do

three things right we

we we help them create content we help

them optimize content and then we do

link acquisition

and i was just doing a yearly report for

a client yesterday and i realized that

out of the 50

traffic driving pages 17 were pages that

we've created this year for them

so it's a approach that really really

works but it's also an approach that

makes clients happy and make sure that

you build friendships with the marketing

managers content creators and brand

teams

because you're not just talking about a

keyword and taking a more holistic

approach

and also because you really factor in

organic conversion and what

what are we actually doing with those

visitors and eyeballs and how do we

convert them into a prospect or lead

sounds genius

so in terms of the level that

you're going to open to inside of the

course who who's going to get the most

out of this is it

beginners is it all levels is it um

writers right i mean there's probably a

little bit

um for everyone in there i would say

this is a strategic content marketing

training this is not a copywriting

training right so if you're a writer and

you want to become a better copywriter

that's not for you this is more how do

we strategically think about content

and create the right types of pieces and

i would say

the people who will like this most are

kind of like intermediary

intermediate seos that know how to do

keyword research maybe know how to do

you know a content calendar based on

keywords but that when i take it to the

next level and get an

angle through their pieces and make

those content pieces better

if you're really really technical and

you're not

loving content so much normally i think

you will like it because it will broaden

your horizon and bring some

marketing psychology principles to your

thinking and you're going to enjoy that

as well

great and everyone loves to bring it a

good formula into the game

as well yep i mean that's the other

thing right once you know what you're

doing

it's really a step-by-step process that

you can roll out

like time and time over again i usually

do quarterly iterations with clients and

then it also gives

the writing formula um to to think about

content creation

and that's something that you can do

yourself or give to content team to

execute as well

great okay so there's something from

inside the training that you wanted to

take us through today quickly

all right can you see my screen

yes perfect alright so

here's where we come back so what i want

to talk about

is kind of like the first strategic

mistake i think that many

seos make is that when when they think

about content they mainly think about

content length

internal links keywords topics to use

and i do that too you know i use page

optimizer pro i use quora et cetera and

i think it's very valuable

but then basically from a user

perspective i want you to be very clear

that

all that raw information of stuff that

you know and knowledge that you've

gathered

or that your content writers gathered is

you want to turn it into a list

and you really want to take your

thinking upside down and basically i

want to encourage you to think in the

pyramid principle

which is used in executive summaries

this is used in newspaper articles and

it's also copywriting best practices

and the idea is that you want to give

your main message

and the first most important bit of

information in the headline one and in

the first paragraph

and we all know this seo articles where

it starts with what is something how to

do something

and you have to scroll through 600 words

before finding the tip that you're

looking for

so i encourage you to put the tip on the

top and my reasoning behind this is also

this is my tinfoil hat theory

is google put the featured snippet up

because it was over seo is writing so

long content

and it's just not use good user

experience and people just want a short

snappy answer

so seos have not been doing it so google

is forcing us into it with the featured

snippet

so that should tell you something but

basically i want to say permit

presenting start all your articles with

the main message the thing that people

came for

then go into the reasons then examples

and then details and data

or a different way to say that is

satisfy intent

then give them a reason to click to stay

or to scroll deeper

and then go into the in-depth

information if you want to be successful

at not just ranking

but also converting and engaging

visitors or yet the third way to think

about this is

bite snack meal right give them the

short bite for the scanners for the

people who don't have time

then a little snack with a little bit

more information and then for the people

who are really hooked and nerdy you want

to give the meal

so a quick this is kind of like classic

ish

example i like the co-schedule blog is

they're like fun and easy headline

templates they rank for that and then

they also have a call to action right

away

and basically they give you tips right

away so this is kind of like i would say

classic approach

i think a little bit more content

marketing more sophisticated approaches

this this is toggle

free invoice template you're looking for

a free invoice template

who wants to read 2000 words about free

invoice template we don't

which is why toggle has a big red button

here saying get template

and you actually get a template right

they're satisfying search intent right

away and they're helping you get what

you want

and now the last thing in terms of

giving people what they want in meeting

search intent first

is a page that really irritates seo

sometimes

is you type in online timer and you get

an online timer

because that's what you've been looking

for not a text about online timer

and even more so there's not a ton of

content on this page

so i basically want to open your eyes to

giving the most important information

first making that

a principle of your thinking and content

creation and also a principle of success

because that's what a lot of the

algorithm updates have been about in the

last years is meeting search intent

playing with different content types

giving people what they want and this is

what google needs to do if they want to

do their job right at being

being a search engine that really gives

valuable answers

so if you can start thinking about that

also in your content creation you're

going to be a lot more successful

so the short tip pyramid principle give

the first

and most important information in the

first paragraph and then see the magic

unfold from there

amazing i love it yeah i read a little

bit about the lead

in a book some time ago which gave the

example of a teacher in a school

who was teaching journalism and he

explained

a long story uh essentially about there

was

uh going to be a strike and the the

teachers were going to be at a protest

and all this detail

and then asked the students what what

was the lead what was the most important

piece of information

out of everything i said and there was

people saying uh there's going to be a

teachers strike

there's all these different things and

he was like

no the leaders there's no school

tomorrow that's all you need to know

and and and and this is the thing is

like we tend to bury the lead

and and i think actually so this helps

for

interacting with your customers on the

website but it also helps for

interacting with your client

if you start putting on your seo report

put organic conversion as the first

thing

and that is up they don't even have to

look at all the rest

and then the people who have time they

can go into organic traffic and rankings

and backlinks etc but

you want to start with organic

conversion you want to start with what

people want and that's the marketing

psychology behind it and the thing is

good marketing doesn't feel like

marketing

people just realize like i'm super happy

and satisfied with that interaction

and there's there's a principle of

reciprocity you gave them something

so they're kind of hooked to reprosecute

and do something

reciprocate and do something for you

back and and

so you're catching them on that level

and this is why

you know most important information is

really what you want to have on the top

i love it yeah attention recipe bloggers

i hope you're listening i'm sick of

reading about the history of muffins

just to get my recipe

and exactly right so and i think the

recipe should be on the top

100 and then you can have you know

recipe variations and your personal

history with the recipe

on the bottom i think that's totally

fine but you know give us this recipe i

totally understand

your horror

and i think a lot of the stuff like

invoice template online timers that are

whenever people looking to do something

they they really

they just want to do it you know

yes they might also be looking for a

upgrade to

some small business accounting software

in the case of uh

one of our clients as well so you can

always put a call to action

in there too and maybe get a trial but

satisfying the searcher intent first and

foremost

yep agreed sweet well so this is the

kind of stuff that we're going to talk

about in the training

basically we're going to talk about what

is quantum marketing and why does it fit

so well with seo

and so the first lesson is about that

and mainly what i want to talk about is

content libraries and how we can rethink

a blog role sorted by date into

something that's actually sorted by

relevance

so that's the first one the second one

i'm gonna teach the content

writing formula how do we turn all the

things that we know or have researched

into a nice piece of content like this

and then thirdly we're gonna talk about

sign ups and lead generation

like i showed in the first example where

they straightaway gives you a template

in exchange for your email address what

are some creative ways

for actually turning organic eyeballs

into

a lead or prospect or customers

it sounds amazing so we are going to be

putting this out

at the start of january

so i'm really looking forward to that

and

i think you're going to be inside the

community if people have got questions

in the meantime right viola

yeah feel free to tag me and and we can

start chatting already

okay well thanks very much for joining

us as any last words

well thank you andy thank you img and i

mean i've learned so much from you

and from kyle and ted and i'm super

stoked to be here and share some of the

things that i do and super glad to be

part of the community and looking

forward to getting the conversation

started

awesome thank you

https://youtu.be/-Tasd_oXvBw