Aug 12, 2022
Content marketing… one of the more controversial topics in the business world. What is it and is it worth doing? The list of questions goes on. On today’s episode, we talk about the role content marketing plays in branding as well as PR firms, organic leads, social media, results, moats, and more on this week’s episode.
On today’s episode we discuss content marketing and its role in branding. Some of the best leads come from organic leads through organic rankings. A way to get organic rankings is through content marketing. Though content marketing won’t get you leads overnight, if you can hang in there for the long haul, it can strengthen your brand, get organic leads over time, and provide a long lasting foundation for your online reputation. It’s crucial to find a way to measure the success of your content marketing efforts, otherwise the situation is like having a financial advisor who doesn’t know which of your investments succeeded. In the end, content marketing isn’t all about leads, it’s about building a brand that can withstand the trials of time.
Top 3 Curtain Pulls in this episode:
For more tips, discussion, and behind the scenes:
About The Guys:
Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob:
Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:
Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken:
[0:31] Bob opens this week’s episode with a chat about the guys’ vacations.
[7:33] Brad begins a discussion about the topic for this week’s episode, content marketing.
[10:19] Bob talks about the difference between social media and content marketing which starts a discussion about different ways to do content marketing. “Because there's content marketing. And then there's social media. And sometimes they're the same. And sometimes they're not even close to the same.”
[11:03] Bob discusses the important connection between content marketing and branding. “I think I believe that good branding must include good content marketing, I don't think you can separate the two. And in today's age, branding, part of branding is about building trust in your brand, and creating that emotional connection… In today's world, everybody's online, and if you don't have any type of content to connect with, you're not really doing branding, if you're not doing content marketing today.”
[13:49] Bob talks about how content can help you get organic leads via organic rankings.
[14:38] Brad discusses some of the challenges he deals with when dealing with clients, PR firms, and their content marketing. “I think modern marketing companies are like financial advisors to their clients.”
[20:49] Ken talks about how he is, “trying to figure out, is the time I put into content worth it?” [24:04] Ken creates an analogy about how he sees content and its role in marketing.
[30:00] Brad talks about how many companies focus on making money today versus making money tomorrow and how that impacts their content marketing. “The majority of your efforts are to make dollars today, not tomorrow.”
[33:14] Ken says, “a good brand is the only moat you have.” and content marketing is one of the shovels you can use to dig that moat.
[43:04] Bob wraps up with a story that shows the importance of content marketing. “In 2022 It's all about content marketing.”