November 1, 2024 • 17 mins
Discover the essentials of content marketing with Anthony Karls and Lisa from Rocket Clicks. Learn what content marketing is, its importance, and how it can create value and trust for local businesses. Dive into the differences between content marketing and SEO, and explore practical applications for driving revenue and increasing profits.
00:00 Introduction to Revenue Roadmap
00:32 Meet Lisa: Journey to Rocket Clicks
03:31 Understanding Content Marketing
05:24 The Value of Content Marketing
06:26 Content Marketing Examples
12:42 Content Marketing and SEO: Differences and Overlaps
14:39 Importance of Content Marketing for Small Businesses
16:53 Conclusion and Final Thoughts
#DigitalMarketing #ContentMarketing #BusinessGrowth
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Episode Transcript
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Anthony Karls (00:00):
All right, here we go.
So this is Revenue Roadmap,where we talk about driving
revenue and increasing profitsin local businesses.
I'm Anthony Karls, president ofRocketClicks.
Today, I am with one of myclicks, Lisa.
So for those of you that haven'tmet Lisa yet, she is one of our
product owners here atRocketClicks.
So for being here with us today,Lisa.
Lisa Filip (00:23):
Definitely.
Anthony Karls (00:25):
today we're gonna be talking about content
marketing.
Uh, we're going to be talkingjust super high level.
So what is it?
Why do we do it?
Uh, before we get into that,Lisa, we need you to tell us a
story about how you foundyourself here at RocketClicks
and in marketing
Lisa Filip (00:42):
Sure.
Yeah.
Um, so I actually was recruitedby a member of the RocketClicks
team.
She and I were coworkers at ourformer job.
Um, so she had foundRocketClicks and moved over
there, um, and was very happy.
We were very, very close.
So I, she talked to me every dayand was telling me how great it
(01:02):
was and all this stuff.
And, um, I had already been inan agency previously, so I was a
little Thinking she was just inthe honeymoon phase.
Like, yeah, yeah, sure.
You think this is such a greatbig place to be, you know, I, I
feel like you wouldn't lie tome, but maybe, you know, I don't
know.
So she kept trying to get me tocome over.
She's like, just talk to them.
They're looking for more paidpeople.
Like, you know, just get on thephone.
(01:23):
Um, and I pushed her off.
I push off.
I push off.
And finally, I, you know, Isaid, all right, fine.
You know, I was looking foranother opportunity.
Continue to grow my skills.
And, um, you know, I, I got tochat with a couple of the
leaders here at, at RC and, uh,they were good salesmen.
Uh, they convinced me prettyquickly, uh, that I was, you
know, missing out on a greatopportunity and you know what,
(01:45):
they were, they were right.
So, um, I finally caved and saidyes and came over and have been
here ever since.
So it was a good, goodexperience for sure.
Anthony Karls (01:55):
and your background, your backgrounds in,
in paid media.
You, you've run a couple of ourpaid media teams here.
You're now kind of head of ourB2C local team working with that
whole division.
So, um, Tell us a little bitabout why you chose marketing as
a career.
Lisa Filip (02:14):
Um, so yeah, I've been in, in digital advertising
since straight out of college.
So always been kind of in thedigital sphere.
Like I had said, I worked at aprevious, previous agency.
Um, we specialize in likeclinical trial patient
recruitment.
So very niche, uh, very, youknow, lots of rules and
regulations to play with.
But, um, but yeah, I had foundmyself there just because, um, I
(02:35):
really loved the, like a kind ofevolving nature of digital and
of marketing in general.
Um, it was very problem solvingfocus.
It was very understanding whypeople do what they do and how
people, you know, think and actand all those things.
And it all kind of tied into,you know, one, one role, so to
speak.
(02:55):
So I always had a lot ofinterest in teaching and in, uh,
psychology and stuff like that,but I don't have the patience to
be a therapist.
So, you know, it was kind of amatch made in heaven of the
things that I love to do, but alot of really hands on
application.
You get to see what you make outin the real world and impact
real businesses, which I love.
So that's kind of how I endedup, uh, you know, in marketing
(03:16):
and in digital, uh, because ofthat kind of.
Fast pace changing nature of it.
So, um, so yeah, so that alwaysan agency though.
I've never quite gotten awayaway from it But I just kind of
I love the love the pace.
So
Anthony Karls (03:30):
Awesome.
All right.
So today we're talking aboutcontent market.
Uh, so before we, before we likedig into this deeply, what, what
is content marketing?
Like, this is a topic that Ithink it's confused a little
bit, especially when you, youstart, like if you're a local
business owner, this might be anarea where it's not super clear.
(03:51):
Like, what is this?
Uh, so what is it?
What, and what isn't it?
So let's just.
Lisa Filip (03:57):
definitely Yeah, so I mean content is it feels a
little counterintuitive maybe toa small business like you said,
but it's really creating a pieceof you know of content of Some
sort of value that you're givingout to your audience, but you're
not trying, you're not trying tosell to them.
And I think that that's probablythe thing that maybe businesses
(04:18):
get really used to is there'salways a hook, right?
There's always a, we're tryingto get that user to take some
sort of action, but what reallygood content is, is creating
something of value and giving itout.
Um, to your audience and notnecessarily asking for anything
in return, other than them justbeing an engaged individual with
your company and with yourbusiness.
So it's really creating thatkind of altruistic value, um,
(04:42):
with, with the people thatyou're, you know, you're kind of
hoping to, to become a part ofyour business someday.
So that, that's really, I thinkwhat it is.
Is in a nutshell.
So
Anthony Karls (04:50):
Yeah.
So it's all about, it's allabout creating a piece of
content that.
Delivers value to an audienceyou're trying to create.
So if you're doing thatsuccessfully, you are, you're
not forcibly trying to sell themsomething you're trying to
forcibly trying to give theminformation that's super
valuable so that they can takeit and potentially apply it in
their business or move forwardin some way with it.
(05:14):
But they've then developed sometrust in you.
So like.
So, all right.
So that's, so that's the point.
That's the, that's the, what itis.
It's we're, we're creating valuein the marketplace.
What's the why behind it?
Like, why are we doing, whywould we do this?
Like, what's the point?
Lisa Filip (05:29):
yeah, so the why is right, you know, you may feel
like you're not quote unquotegetting anything out of it,
right?
People aren't, uh, taking anaction and saying, sure, sign me
up by your product or whatnot,just because you put a piece of
content out there.
But.
Um, what you do get out of it isyou get that engaged audience,
right?
You're building, um, a reallygreat network of individuals and
(05:50):
a community, um, that, you know,are engaged with your brand and
you, you know, just kind of putthat out there into the ether,
um, so that you're kind ofcreating this group of
individuals that you can thenreach out to at a later date,
um, you know, and, and offer,you know, kind of the, the, I
should say, you can introduce tothem.
The problem that you solve,right?
(06:12):
Because you've engaged withthem, you've given them this
content.
Um, and then you can kind of putforth, you know, our business
can help you solve your problemsand you built that trust with
them.
So they're going to sit down andthey're going to listen to what
you have to say.
Anthony Karls (06:24):
Yeah.
Um, so what are some, so give mesome examples.
So what are, what are some goodexamples of content pieces that
are made specifically forcreating value that aren't
necessarily asking for anythingin return?
Like, what are some.
Lisa Filip (06:43):
definitely.
Um, so the, the thing that comesto mind on the, the local team
here, we work with a lot of lawclients.
Um, so they're, you know,providing different services.
Um, some of our clients arefamily law focused.
Um, so a lot of that is.
You know, providing servicesfor, you know, divorce or, you
know, kind of child caremanagement and things like that.
(07:05):
So things where it's.
Really, uh, individuals goingthrough a hard time, right?
It's a personal experience.
It's going to look different foreveryone, um, by nature.
Most people have not experiencedthis before if they're maybe
going through a divorce for thefirst time.
So really good content in thatsphere looks like putting out
videos and documentation andsupport of helping these
(07:26):
individuals navigate thisexperience that they're going
through for the first time.
You're not, Offering yourservices.
You're not saying, Hey, we'll beyour lawyer.
You're just saying, Hey, this isa really hard thing that you're
going through right now.
And these are some things thatyou can expect.
Right.
This is what the process lookslike.
This is maybe some things youshould be considering.
Maybe this is some alternativesto divorce, right?
(07:48):
We don't even, you know, maybeyou're not there yet and you're
just trying to understand whatall your options are.
The difference between, youknow, legally divorce and legal
separation.
Some people have maybe neverheard of those terms before.
So it would be putting outvideos or podcasts or, you know,
blogs that just explain that andkind of help people understand
(08:08):
maybe.
Things that, that, you know,they weren't prepared for or
hadn't considered before havingit, you know, be a first time
that they're going through anexperience like that.
So that would be some reallygood content where you're just
building that trust with anindividual and providing them
information without asking foranything in return.
Anthony Karls (08:25):
So when we think about content marketing in, in,
in relation to the five stagesof awareness, like where do,
where does content marketingfall specifically the stuff that
you were just talking about?
Like, where is that?
Where is that going to be moreoften?
And then how, how does thatrelate to cost?
Lisa Filip (08:42):
Yep.
Yeah.
So that's going to be definitelyupper funnel kind of in the
unaware or maybe, you know,problem aware stage where
individuals are aware to theextent that maybe they have an
issue, right?
They have questions that they'reasking, but it's in, in general,
very, very high level, like,very, very high funnel.
(09:03):
Right?
Um, so this person is just kindof starting their research.
Um, they're not looking to takean action, right.
And the longer your sales cycleis, the longer that processes,
right.
The farther they are away frombeing interested in taking any
sort of action.
So to your point about tyingthat to cost, right, this is
(09:24):
something that is, you know,very much a long term
investment, um, where you'reputting the effort in up top of
that funnel.
And knowing that it'll trickledown over time, but it's not an
immediate return, right?
It's not a, I'm going to put 20into creating a piece of content
and I'm going to get, you know,20 out or more because someone,
you know, kind of signed up formy service.
(09:45):
That's definitely not where itsits in the fall.
So,
Anthony Karls (09:47):
Yeah.
I mean, when we think about that20 that you just, you just said
there specifically in the familylaw space, a lot of the keywords
that if you were to bid on in a,in a paid search strategy that
are lower funnel are going tocost you about 20 or more for a
single click that may or may notdo anything versus you spending
(10:10):
some resources on developingthat one piece of content that.
Once you post it, you may haveto update it pretty infrequently
over the next couple of years,but we'll continue to add value
over and over again.
Like you, you looked atunderstanding, all right, what,
what about going through adivorce as a, like, if this was
you going through a divorce asa, uh, as a female, uh,
(10:32):
homeowner who needs tounderstand what it's like to do
it with, uh, with a, uh, partnerwho also works and all of that,
like what happens to the house?
Like, how do I consider.
What are the things that Ishould be aware of?
You know, long form piece ofcontent that you probably don't
have to update very often, but alot of people are going to ask
that question.
(10:53):
And then you're not reallytrying to ask them anything
other than like, here's, here'smy brand with good information,
and I know you're not ready tobuy.
We know in that space, it takesabout, for a petitioner, it's
about a three year period.
Research process.
So like there's a lot ofopportunities for us to be in
front of them over that threeyear process before they start
(11:14):
talking to us directly.
Um, let's bet that was anotherinteresting thing that I found
over my career is in the contentmarketing space.
Uh, if the transaction timelinefrom research to purchase, uh,
is shorter.
Typically, the amount of contentmarketing options available are
smaller, but the product likeour service, like divorce, if
(11:37):
you're the petitioner, like it'sa generally, it's going to be a
three year purchase processbefore three years before you
reach out to the law firm.
And that will be much fasteronce you reach out, but there's
a lot of stuff that they'regoing to research along the way.
How are you nurturing thosepeople?
Lisa Filip (11:53):
Right.
Yep.
And the more often thatsomething they naturally find
comes across with your You know,companies logo tied to it again.
It's all about that trustbuilding because they say, oh,
you know, I've seen that thatlogo before, you know, and I, it
was when I did my first search.
And now I'm 6 months later, andI'm doing a search for a
completely different part of theprocess because I've.
(12:14):
You know, kind of worked my waydown into thinking about
different things.
I was worried about the house.
Now I'm worried about my kids,right?
So I'm searching for differentthings.
And if that logo continuouslykind of pops up along the way,
it really builds that trust.
Because again, that whole way,you're never asking for
anything.
You're just providing.
So it's a really, really strongtrust building experience for
(12:35):
the individual customer kind ofworking through that process.
Anthony Karls (12:39):
awesome.
Very good.
Uh, so I guess last question.
So a lot of times contentmarketing gets intermingled with
SEO.
How, where is the overlap andwhy is it not the same thing?
Lisa Filip (12:51):
Definitely.
Yes.
Yeah.
Um, so SEO, right.
The, I was going to, what's thegoal, right?
So the goal of SEO, right.
And, and you're a lot of timeswe start right with the core
content of a site.
So it's very nuts and bolts,right.
It's very like, this is what wedo.
This is who we serve.
This is the product we sell.
Right.
And the goal of that is to haveit be very searchable, um, on
(13:14):
Google on Bing, right.
So that when someone typessomething in and the keywords
match, that you're coming up.
in the searches that you wantto, you know, kind of come up
in, um, the difference ofcontent and all the things that
we've been talking about, right,is a lot of those, um, pieces of
content is you aren't concernedabout necessarily where they're
(13:34):
coming up in the search, right?
You just need those pieces ofcontent to exist, and then
you're going to distribute themin different ways.
They may live on your website.
site, they may live in your blogpage, they may live somewhere in
your video files or somethinglike that, that is fine, you
know, is searchable and it isfindable on the site.
Um, but you're going to really,you know, kind of push them out
(13:56):
organically across other needs.
Maybe you have an email list,maybe you have, you know, you're
working on building your organicsocial following.
Um, and that's where thosevideos are going to get pushed
out and, and live.
Um, and that's, Kind of thebiggest difference between
content and, um, you know, SEOis that the goal of SEO is to
(14:17):
really focus on like thekeywords and the nuts and bolts
of the content itself to makesure that when someone types
something in, you're showing upat the top.
Um, but that content for thesake of content is about
providing true value and justanswering the question, right?
What is this person askingthemselves?
What information do they need?
And how can I provide that tothem?
Anthony Karls (14:37):
Awesome.
Very good.
Any, uh, why, why is this, uh,why is this important when
we're, Looking at if we're asmall business and we're looking
to drive revenue or increasedprofits.
Why, why is this somethingimportant to consider?
Lisa Filip (14:51):
Definitely, yeah, we see this all the time.
Um, you know, businesses,especially if they're, you know,
kind of maybe further along intheir journey and they've got
all the, I'm going to keepsaying nuts and bolts, but all,
you know, that stuff reallylocked in, like they've got, you
know, there may be paidadvertising in a good place,
they're showing up on the.
Local, you know, map pack reallywell and, and all those things
(15:12):
are in place, but they feelstagnant in the sense that, um,
you know, they just can't growbecause they're, you know, maybe
the number of people who aresearching for them has been kind
of static where it is.
Content is such an importantpiece of growing just your
awareness as a business andcreating those.
I think going back to what weoriginally talked about was
(15:33):
growing those engaged audiences,um, in a really natural way.
Um, as opposed to, you know,kind of like we said, like
forcing out like a sales hook orasking for something all of the
time.
So it's that long term, longerterm investment where you're
just putting content out there,you're becoming a part of the
community, part of, you know,the businesses that, you know,
(15:54):
maybe you're, you're kind oftied to locally, um, and
building that engaged audienceso that then people are sharing
those pieces of contentorganically across their
networks.
And it.
Rose, um, in a very, you know,I'm going to say it again in a
very organic kind of naturalway, um, and it just keeps
churning, you put it out there.
(16:14):
And then I think like you said,you know, you're not even having
to update it all the time and itjust kind of lives and grows and
creates these really engagednetworks and audiences that then
you can reach out to at a laterdate and, you know, kind of
offer your services when thetime is right.
So that's why it's important.
Um, you know, it, it really doesa, an amazing job, uh,
developing.
(16:35):
Audiences that, um, believe inthe business are connected to
the business, trust thebusiness, and will advocate for
you.
Um, you know, even outside of,you know, their engagement with
you, they're going to share itwith their friends and their,
their coworkers and things likethat.
So that's, I think where thevalue of content really lies.
So
Anthony Karls (16:53):
Awesome.
Well, thank you, Lisa.
Appreciate it.
Look forward to, look forward tonext time.
Lisa Filip (16:58):
absolutely.
All right, here we go.
So this is Revenue Roadmap,where we talk about driving
revenue and increasing profitsin local businesses.
I'm Anthony Karls, president ofRocketClicks.
Today, I am with one of myclicks, Lisa.
So for those of you that haven'tmet Lisa yet, she is one of our
product owners here atRocketClicks.
So for being here with us today,Lisa.
Lisa Filip (00:23):
Definitely.
Anthony Karls (00:25):
today we're gonna be talking about content
marketing.
Uh, we're going to be talkingjust super high level.
So what is it?
Why do we do it?
Uh, before we get into that,Lisa, we need you to tell us a
story about how you foundyourself here at RocketClicks
and in marketing
Lisa Filip (00:42):
Sure.
Yeah.
Um, so I actually was recruitedby a member of the RocketClicks
team.
She and I were coworkers at ourformer job.
Um, so she had foundRocketClicks and moved over
there, um, and was very happy.
We were very, very close.
So I, she talked to me every dayand was telling me how great it
(01:02):
was and all this stuff.
And, um, I had already been inan agency previously, so I was a
little Thinking she was just inthe honeymoon phase.
Like, yeah, yeah, sure.
You think this is such a greatbig place to be, you know, I, I
feel like you wouldn't lie tome, but maybe, you know, I don't
know.
So she kept trying to get me tocome over.
She's like, just talk to them.
They're looking for more paidpeople.
Like, you know, just get on thephone.
(01:23):
Um, and I pushed her off.
I push off.
I push off.
And finally, I, you know, Isaid, all right, fine.
You know, I was looking foranother opportunity.
Continue to grow my skills.
And, um, you know, I, I got tochat with a couple of the
leaders here at, at RC and, uh,they were good salesmen.
Uh, they convinced me prettyquickly, uh, that I was, you
know, missing out on a greatopportunity and you know what,
(01:45):
they were, they were right.
So, um, I finally caved and saidyes and came over and have been
here ever since.
So it was a good, goodexperience for sure.
Anthony Karls (01:55):
and your background, your backgrounds in,
in paid media.
You, you've run a couple of ourpaid media teams here.
You're now kind of head of ourB2C local team working with that
whole division.
So, um, Tell us a little bitabout why you chose marketing as
a career.
Lisa Filip (02:14):
Um, so yeah, I've been in, in digital advertising
since straight out of college.
So always been kind of in thedigital sphere.
Like I had said, I worked at aprevious, previous agency.
Um, we specialize in likeclinical trial patient
recruitment.
So very niche, uh, very, youknow, lots of rules and
regulations to play with.
But, um, but yeah, I had foundmyself there just because, um, I
(02:35):
really loved the, like a kind ofevolving nature of digital and
of marketing in general.
Um, it was very problem solvingfocus.
It was very understanding whypeople do what they do and how
people, you know, think and actand all those things.
And it all kind of tied into,you know, one, one role, so to
speak.
(02:55):
So I always had a lot ofinterest in teaching and in, uh,
psychology and stuff like that,but I don't have the patience to
be a therapist.
So, you know, it was kind of amatch made in heaven of the
things that I love to do, but alot of really hands on
application.
You get to see what you make outin the real world and impact
real businesses, which I love.
So that's kind of how I endedup, uh, you know, in marketing
(03:16):
and in digital, uh, because ofthat kind of.
Fast pace changing nature of it.
So, um, so yeah, so that alwaysan agency though.
I've never quite gotten awayaway from it But I just kind of
I love the love the pace.
So
Anthony Karls (03:30):
Awesome.
All right.
So today we're talking aboutcontent market.
Uh, so before we, before we likedig into this deeply, what, what
is content marketing?
Like, this is a topic that Ithink it's confused a little
bit, especially when you, youstart, like if you're a local
business owner, this might be anarea where it's not super clear.
(03:51):
Like, what is this?
Uh, so what is it?
What, and what isn't it?
So let's just.
Lisa Filip (03:57):
definitely Yeah, so I mean content is it feels a
little counterintuitive maybe toa small business like you said,
but it's really creating a pieceof you know of content of Some
sort of value that you're givingout to your audience, but you're
not trying, you're not trying tosell to them.
And I think that that's probablythe thing that maybe businesses
(04:18):
get really used to is there'salways a hook, right?
There's always a, we're tryingto get that user to take some
sort of action, but what reallygood content is, is creating
something of value and giving itout.
Um, to your audience and notnecessarily asking for anything
in return, other than them justbeing an engaged individual with
your company and with yourbusiness.
So it's really creating thatkind of altruistic value, um,
(04:42):
with, with the people thatyou're, you know, you're kind of
hoping to, to become a part ofyour business someday.
So that, that's really, I thinkwhat it is.
Is in a nutshell.
So
Anthony Karls (04:50):
Yeah.
So it's all about, it's allabout creating a piece of
content that.
Delivers value to an audienceyou're trying to create.
So if you're doing thatsuccessfully, you are, you're
not forcibly trying to sell themsomething you're trying to
forcibly trying to give theminformation that's super
valuable so that they can takeit and potentially apply it in
their business or move forwardin some way with it.
(05:14):
But they've then developed sometrust in you.
So like.
So, all right.
So that's, so that's the point.
That's the, that's the, what itis.
It's we're, we're creating valuein the marketplace.
What's the why behind it?
Like, why are we doing, whywould we do this?
Like, what's the point?
Lisa Filip (05:29):
yeah, so the why is right, you know, you may feel
like you're not quote unquotegetting anything out of it,
right?
People aren't, uh, taking anaction and saying, sure, sign me
up by your product or whatnot,just because you put a piece of
content out there.
But.
Um, what you do get out of it isyou get that engaged audience,
right?
You're building, um, a reallygreat network of individuals and
(05:50):
a community, um, that, you know,are engaged with your brand and
you, you know, just kind of putthat out there into the ether,
um, so that you're kind ofcreating this group of
individuals that you can thenreach out to at a later date,
um, you know, and, and offer,you know, kind of the, the, I
should say, you can introduce tothem.
The problem that you solve,right?
(06:12):
Because you've engaged withthem, you've given them this
content.
Um, and then you can kind of putforth, you know, our business
can help you solve your problemsand you built that trust with
them.
So they're going to sit down andthey're going to listen to what
you have to say.
Anthony Karls (06:24):
Yeah.
Um, so what are some, so give mesome examples.
So what are, what are some goodexamples of content pieces that
are made specifically forcreating value that aren't
necessarily asking for anythingin return?
Like, what are some.
Lisa Filip (06:43):
definitely.
Um, so the, the thing that comesto mind on the, the local team
here, we work with a lot of lawclients.
Um, so they're, you know,providing different services.
Um, some of our clients arefamily law focused.
Um, so a lot of that is.
You know, providing servicesfor, you know, divorce or, you
know, kind of child caremanagement and things like that.
(07:05):
So things where it's.
Really, uh, individuals goingthrough a hard time, right?
It's a personal experience.
It's going to look different foreveryone, um, by nature.
Most people have not experiencedthis before if they're maybe
going through a divorce for thefirst time.
So really good content in thatsphere looks like putting out
videos and documentation andsupport of helping these
(07:26):
individuals navigate thisexperience that they're going
through for the first time.
You're not, Offering yourservices.
You're not saying, Hey, we'll beyour lawyer.
You're just saying, Hey, this isa really hard thing that you're
going through right now.
And these are some things thatyou can expect.
Right.
This is what the process lookslike.
This is maybe some things youshould be considering.
Maybe this is some alternativesto divorce, right?
(07:48):
We don't even, you know, maybeyou're not there yet and you're
just trying to understand whatall your options are.
The difference between, youknow, legally divorce and legal
separation.
Some people have maybe neverheard of those terms before.
So it would be putting outvideos or podcasts or, you know,
blogs that just explain that andkind of help people understand
(08:08):
maybe.
Things that, that, you know,they weren't prepared for or
hadn't considered before havingit, you know, be a first time
that they're going through anexperience like that.
So that would be some reallygood content where you're just
building that trust with anindividual and providing them
information without asking foranything in return.
Anthony Karls (08:25):
So when we think about content marketing in, in,
in relation to the five stagesof awareness, like where do,
where does content marketingfall specifically the stuff that
you were just talking about?
Like, where is that?
Where is that going to be moreoften?
And then how, how does thatrelate to cost?
Lisa Filip (08:42):
Yep.
Yeah.
So that's going to be definitelyupper funnel kind of in the
unaware or maybe, you know,problem aware stage where
individuals are aware to theextent that maybe they have an
issue, right?
They have questions that they'reasking, but it's in, in general,
very, very high level, like,very, very high funnel.
(09:03):
Right?
Um, so this person is just kindof starting their research.
Um, they're not looking to takean action, right.
And the longer your sales cycleis, the longer that processes,
right.
The farther they are away frombeing interested in taking any
sort of action.
So to your point about tyingthat to cost, right, this is
(09:24):
something that is, you know,very much a long term
investment, um, where you'reputting the effort in up top of
that funnel.
And knowing that it'll trickledown over time, but it's not an
immediate return, right?
It's not a, I'm going to put 20into creating a piece of content
and I'm going to get, you know,20 out or more because someone,
you know, kind of signed up formy service.
(09:45):
That's definitely not where itsits in the fall.
So,
Anthony Karls (09:47):
Yeah.
I mean, when we think about that20 that you just, you just said
there specifically in the familylaw space, a lot of the keywords
that if you were to bid on in a,in a paid search strategy that
are lower funnel are going tocost you about 20 or more for a
single click that may or may notdo anything versus you spending
(10:10):
some resources on developingthat one piece of content that.
Once you post it, you may haveto update it pretty infrequently
over the next couple of years,but we'll continue to add value
over and over again.
Like you, you looked atunderstanding, all right, what,
what about going through adivorce as a, like, if this was
you going through a divorce asa, uh, as a female, uh,
(10:32):
homeowner who needs tounderstand what it's like to do
it with, uh, with a, uh, partnerwho also works and all of that,
like what happens to the house?
Like, how do I consider.
What are the things that Ishould be aware of?
You know, long form piece ofcontent that you probably don't
have to update very often, but alot of people are going to ask
that question.
(10:53):
And then you're not reallytrying to ask them anything
other than like, here's, here'smy brand with good information,
and I know you're not ready tobuy.
We know in that space, it takesabout, for a petitioner, it's
about a three year period.
Research process.
So like there's a lot ofopportunities for us to be in
front of them over that threeyear process before they start
(11:14):
talking to us directly.
Um, let's bet that was anotherinteresting thing that I found
over my career is in the contentmarketing space.
Uh, if the transaction timelinefrom research to purchase, uh,
is shorter.
Typically, the amount of contentmarketing options available are
smaller, but the product likeour service, like divorce, if
(11:37):
you're the petitioner, like it'sa generally, it's going to be a
three year purchase processbefore three years before you
reach out to the law firm.
And that will be much fasteronce you reach out, but there's
a lot of stuff that they'regoing to research along the way.
How are you nurturing thosepeople?
Lisa Filip (11:53):
Right.
Yep.
And the more often thatsomething they naturally find
comes across with your You know,companies logo tied to it again.
It's all about that trustbuilding because they say, oh,
you know, I've seen that thatlogo before, you know, and I, it
was when I did my first search.
And now I'm 6 months later, andI'm doing a search for a
completely different part of theprocess because I've.
(12:14):
You know, kind of worked my waydown into thinking about
different things.
I was worried about the house.
Now I'm worried about my kids,right?
So I'm searching for differentthings.
And if that logo continuouslykind of pops up along the way,
it really builds that trust.
Because again, that whole way,you're never asking for
anything.
You're just providing.
So it's a really, really strongtrust building experience for
(12:35):
the individual customer kind ofworking through that process.
Anthony Karls (12:39):
awesome.
Very good.
Uh, so I guess last question.
So a lot of times contentmarketing gets intermingled with
SEO.
How, where is the overlap andwhy is it not the same thing?
Lisa Filip (12:51):
Definitely.
Yes.
Yeah.
Um, so SEO, right.
The, I was going to, what's thegoal, right?
So the goal of SEO, right.
And, and you're a lot of timeswe start right with the core
content of a site.
So it's very nuts and bolts,right.
It's very like, this is what wedo.
This is who we serve.
This is the product we sell.
Right.
And the goal of that is to haveit be very searchable, um, on
(13:14):
Google on Bing, right.
So that when someone typessomething in and the keywords
match, that you're coming up.
in the searches that you wantto, you know, kind of come up
in, um, the difference ofcontent and all the things that
we've been talking about, right,is a lot of those, um, pieces of
content is you aren't concernedabout necessarily where they're
(13:34):
coming up in the search, right?
You just need those pieces ofcontent to exist, and then
you're going to distribute themin different ways.
They may live on your website.
site, they may live in your blogpage, they may live somewhere in
your video files or somethinglike that, that is fine, you
know, is searchable and it isfindable on the site.
Um, but you're going to really,you know, kind of push them out
(13:56):
organically across other needs.
Maybe you have an email list,maybe you have, you know, you're
working on building your organicsocial following.
Um, and that's where thosevideos are going to get pushed
out and, and live.
Um, and that's, Kind of thebiggest difference between
content and, um, you know, SEOis that the goal of SEO is to
(14:17):
really focus on like thekeywords and the nuts and bolts
of the content itself to makesure that when someone types
something in, you're showing upat the top.
Um, but that content for thesake of content is about
providing true value and justanswering the question, right?
What is this person askingthemselves?
What information do they need?
And how can I provide that tothem?
Anthony Karls (14:37):
Awesome.
Very good.
Any, uh, why, why is this, uh,why is this important when
we're, Looking at if we're asmall business and we're looking
to drive revenue or increasedprofits.
Why, why is this somethingimportant to consider?
Lisa Filip (14:51):
Definitely, yeah, we see this all the time.
Um, you know, businesses,especially if they're, you know,
kind of maybe further along intheir journey and they've got
all the, I'm going to keepsaying nuts and bolts, but all,
you know, that stuff reallylocked in, like they've got, you
know, there may be paidadvertising in a good place,
they're showing up on the.
Local, you know, map pack reallywell and, and all those things
(15:12):
are in place, but they feelstagnant in the sense that, um,
you know, they just can't growbecause they're, you know, maybe
the number of people who aresearching for them has been kind
of static where it is.
Content is such an importantpiece of growing just your
awareness as a business andcreating those.
I think going back to what weoriginally talked about was
(15:33):
growing those engaged audiences,um, in a really natural way.
Um, as opposed to, you know,kind of like we said, like
forcing out like a sales hook orasking for something all of the
time.
So it's that long term, longerterm investment where you're
just putting content out there,you're becoming a part of the
community, part of, you know,the businesses that, you know,
(15:54):
maybe you're, you're kind oftied to locally, um, and
building that engaged audienceso that then people are sharing
those pieces of contentorganically across their
networks.
And it.
Rose, um, in a very, you know,I'm going to say it again in a
very organic kind of naturalway, um, and it just keeps
churning, you put it out there.
(16:14):
And then I think like you said,you know, you're not even having
to update it all the time and itjust kind of lives and grows and
creates these really engagednetworks and audiences that then
you can reach out to at a laterdate and, you know, kind of
offer your services when thetime is right.
So that's why it's important.
Um, you know, it, it really doesa, an amazing job, uh,
developing.
(16:35):
Audiences that, um, believe inthe business are connected to
the business, trust thebusiness, and will advocate for
you.
Um, you know, even outside of,you know, their engagement with
you, they're going to share itwith their friends and their,
their coworkers and things likethat.
So that's, I think where thevalue of content really lies.
So
Anthony Karls (16:53):
Awesome.
Well, thank you, Lisa.
Appreciate it.
Look forward to, look forward tonext time.
Lisa Filip (16:58):
absolutely.
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