18: Easy Content – Answering Customer Questions Part 1

18: Easy Content – Answering Customer Questions Part 1
In this episode, we discuss how you can create content by answering customers questions. This is part 1 of 2, we went on for quite some time on this topic and have split it into two episodes.
 
It's probably the easiest way to create relevant content for your site and we think we have outlined a whole list of ways you can extrapolate out the ideas to be unique and interesting.
 

Resources for this Episode

Darryl:                    Welcome to my bloody website the show where we talk all things online for small and medium business owners or executives Who’s still referring to their bloody website you can find all our previous episodes show notes and links to all the resources we mention on bloodywebsite.com I'm one of your co-host Darryl King

Edmund:                And I'm Edmund Pelgen

Darryl:                    hello Edmund

Edmund:                hey Darryl how are you mate

Darryl:                    good good I'm excited I think I I like these content topics because they're practical right there are get your hands on people can get stuff done these are the big problems that all the people we run across get you know in particularly businesses that don't have big marketing team

Edmund:                woohw whoow whow whow you just let them do it without telling them what the title of the episode was

Darryl:                    No no I'm coming back to that I’m coming back to

Edmund:                Oh Okay sorry my bad

Darryl:                    no no it's just like I I just said I I get this because you don't have a big marketing team you know it's like last last episode I don’t have time how can I do this you know

Edmund:                and you know even if you're a solo entrepreneur right I mean there are soloists making Huge, big businesses and they've got a ton of work on write small teams as well I mean how do they do it

Darryl:                    oh yeah yeah and I think we're gonna have to get a music intro somewhere we do a little snippet like this and we do the music and then we get to the topic everyone's complaining

Edmund:                Correct

Darryl:                    (1:13 there's no music you guys need music)

Edmund:                Ireckon we do an a cappella like pitch perfect

Darryl:                    Well there was that that guy we know bozo he reckon he was going to produce something for us

Edmund:                (laughing)

Darryl:                    (1:24 and then we’ll stop waiting) and maybe well hit him up

Edmund:                We’ll see

Darryl:                    Alright so what are we talking about well last week we covered the idea of how to get started making content and we said that this episode is gonna be all about easy content and answering customer questions and what I mean by easy content is you know this shouldn't be hard because if it's too hard we won't do it and if it's too hard it takes too long and we don't get any results and we want we want the people than proving the websites to be resolved through so easy content and stuff I can do that's not crappy not sloppy not cutting corners but easy that they can get a hand around head around it and start today

Edmund:                that's right and it's not some BS content that your SEO agency said just create a bunch of 500 word blog posts and stick on the website and have these keywords in it that shit will not do anything for your business

Darryl:                    no nothing at all nothing at all and then look we've all done it we'll all try tricks and things along the years don't do it create good content make it useful the same way you wouldn't stand in the front of your shop blathering on crappy nonsense of to be a runner walk in you know good you know you can get this from blab la bla you don't you say hi how you going can I show you things you you have demonstration you know you do useful content that has a reason you don't jump in front well some shops do

Ed/Darryl:             (laughing)

Darryl:                    yeah alright so easy content answering customer questions and uhmm how to go about staying on track with it I think that's the two objectives that we have helped people with today

Edmund:                it is a challenge and talking about the formats as well I guess that would be helpful

Darryl:                    yeah yeah and and and actually being really specific so it's not just about the obvious I'll create an FAQ page it's not about that at all

Edmund:                Yeah

Darryl:                    so uhh one of the things that we'll put in the show notes the resources section on buddy website calm for this episode is a link to a Google sheet of a fairly simplistic content plan and in that content plan it's going to be a place for people to fill in the blanks and progressively over the weeks will help people fill in more of them and in this spreadsheet so maybe I'll talk really briefly about that Ed just to (3:42make it seemingly yeah)

Edmund:                yeah fire up

Darryl:                    there's a few columns in there one of them we've got like an audience slash persona because the content that you're going to list out and we get that from today's episode we're going to get people to list some stuff out so last week we said hey get three topics going to cover one of them should be answering customer questions we're going to address that today and we'll look at some of the others in future episodes now that we're going to answer some questions we need who we going to answer them for so when we start writing down topics which we're going to show you how to think it through and rundown and some will be obvious and will hopefully make you think wider who we're going to come back and say who for right because as is it

Edmund:                yep

Darryl:                    yep Go

Edmund:                yep no no that's really important because sometimes the people who come through your door to your website aren't the same people you could have multiple audiences and that's really important to to remember  even though they may search using the same phrases they're content that will appeal to them will be different right

Darryl:                    well absolutely and then there's clients versus prospects so client the content that you produced for client could be distinctly different to someone that's thinking I'm already a customer I know a lot of people don't do that they send out any newsletters that aren’t personalized don't understand where you live

Edmund:                oh yeah

Darryl:                    don't understand you're already bored but let's be better than that right let's try and be better than that let's understand that the content about how to get a warranty claim for someone that actually has the product is different to someone understanding the warranty that's available for it when I'm researching whether I’m want to buy the product

Edmund:                correct

Darryl:                    uhmm and (5:04 you said) another columnist topic which is pretty obvious what's the topic that I'm going to write about or produce content on I'm going to have a type which I'll talk about later a bit of a description and then we've got other columns where we're going to talk about things such as the channels like the channel that you might distributed this on and this becomes really important for determining the content that you're going to produce so lets let's I know that the web's the podcast is my bloody website and we're talking about websites so the first thing is are this is content for my website and we want most content to be based on your website that's the primary asset we want you to bring people back and we've talked about how we believe social media is more of a channel than an asset you know

Edmund:                That’s right

Darryl:                    and your website is your primary asset so we try what channels I will distribute this content on as well

Edmund:                that’s

Darryl:                    we'll get into that and more specific so let's probably all we need to look at on stage one of what you're going to fill in today but that's that the content plan template that we're going to have for

Edmund:                Hmm

Darryl:                    which you'll be able to get a link to so don't that's probably all we need to worry about today in there

Edmund:                absolutely

Darryl:                    okay so really we’ll answered customer questions seems bloody obvious well people have questions and there are a lot right there are a lot of simple questions and probably the first way that people address this is an FAQ page or FAQ sheet that they hand out or stick in the product box and and that's not all bad

Edmund:                Yeah

Darryl:                    but we want to go a little bit more than that we're saying you can extrapolate that out to be much more useful and to be a source of content that has got more limbs more depth

Edmund:                absolutely

Darryl:                    and I I guess that's what result that we want right so you know if you're going to leap it as well we want to attract people we want to get links and all that you know and FAQ page is not typically going to get linked

Edmund:                I I think we should we should mention the reason why with this episode is about customer questions is because it has to it there's two there’s two reasons in my mind right uhmm when someone walks into your business and asks you a question it's because they're interested I want to buy something right but but the question is between them and and the transaction right so you need to be able to answer that to help convert them right it's helpful the second thing is some people won't walk into the shop they will go online and they will look for the quip they will they will look for the the answer to their question online and so by having these questions you you have an opportunity for discovery to get found online and you have an opportunity to actually make the sale because you've got the right answer to the question right so that that's why that's why we're doing this at the end of the day right uhmm

Darryl:                    I'd like to take that a step further and you've heard me talk about how I perceive websites I still believe and I learnt this long long long time ago is that predominantly everyone that's looking online is looking to the answer for a question we don't do anything online that isn't about answering questions there might be do I have any friends and do they like what I have to say you know

Edmund:                (laughing)

Darryl:                    that's that's a Facebook thing no but if you ought to if we're talking about websites and web marketing if I go to Amazon to buy a book you could say well I know what I'm doing I'm not asking a question but that's not actually true because I want to know do you have the book in the form that I want what is the current price and am I willing pay them if I'm buying a paperback or a hardback what's the shipping cost are there any options special offers you know by three he gets free shipping is it in prime you know there's a lot of questions to answer now I might answer those questions so consciously little queues on the website answer them for me but they were consciously answered by the website

Edmund:                that’s right

Darryl:                    and building it, on another side go go Ed

Edmund:                no what other people think that's mean you look at the reviews stars what other people think at this (8:52)

Darryl:                    oh it totally

Edmund:                it just

Darryl:                    but if I go if I'm researching I have obviously deeper questions you know so if I'm in an awareness mode not a buying mode but you know a lot of people say well when you're buying you have no questions if I go to a ticket tech or a so like that to get tickets to a concert what seats are available what's the price how do I get my tickets if I'm thinking about a new car then I'm way way down the pathway maybe in research mode and I'm what are the options what what are the reviews on it what size does it do what colors does it come and there’s a gazillion things that we take for granted and people will answer those questions but answering questions is what people use online for all the way up to when will I get it I just bought it you know like that doesn't stop at the sale

Edmund:                hmm

Darryl:                    and goes past it so I think that's why it' really important because we're talking about online marketing as a whole and the role of a or of a good website not a bloody website - to help your business and so it's not just oh give me a link or get me a sale and get me inquiry it's also how do I support my customers how do I keep them happy afterwards how do I get them to share and tell more about us and bring referrals so there's so many places that the answers to questions offer so many opportunities

Edmund:                hmmm

Darryl:                    but even if we come back to that simple thing and you know hitting in your area producing content that gets found and linked and creating silos of content so that search engines might consider us rank able and that topic we have to produce multiple threads of content it's not just a one page works and I'm ranked I'm number one for that topic

Edmund:                mmp

Darryl:                    I have to create numerous items of content and answering questions opens the doorway to how do I produce more content around one topic

Edmund:                that right

Darryl:                    than just one page

Edmund:                yeah I mean it's an old saying people go ohr oh struggling to come up with ideas about what to write about the reality is if you take a your standard list of customer questions and you produced one a week and publish it on the side you've got a year's worth of content right there there are there are so many ideas it just need to be creative and and this this idea of customer questions is an awesome source so I guess the next question is where do we start finding these questions

Darryl:                    okay good all right so we've got a spreadsheet and we're going to start putting them down then you obviously do have your like put it in your notebook and I write them on the whiteboard when you're listening to this whatever it might be you're going to create a bunch of topics so the thing the first goal is to get a loose form of topics that we're covering so that means questions so okay where will I start finding the question

Edmund:                I

Darryl:                    Yeah

Edmund:                yeah look I I have a I believe that if most organizations typically have customer facing stuff so you've got a sales staff and they've also got customer support staff depending on the size obviously

Darryl:                    yeah

Edmund:                and I think these are the places that see the most customer questions so I think the the best place to start is with your with your people your organization uhmm (11:48 buy a couple) beer or a bunch of doughnuts and lock them in a room with a big whiteboard and literally just brainstorm everything and you you'll get a massive brain dump of all the questions and all the issues that people have ever asked a salesperson or a customer support person and then you can start to then go through your process of figuring out okay what belongs where but to me it's

Darryl:                    yeah

Edmund:                a massive opportunity just to brainstorm

Darryl:                    (12:09)

Edmund:                it like don't filter just dump it out there uhh and I guarantee in any organization that's got that has people on the front dealing with customers on a daily basis or on the phones in a custom support basis you will have a massive pool of ideas and questions from which to draw

Darryl:                    Alright and I agree and look I'd like to break that up into numerous ways because I think this is really important right it's where do I get them from so let's not just assume you're a solo entrepreneur or you're a big company that you know you've got fully staffed no it's not big but you know what I mean like a large squad

Edmund:                hmmm

Darryl:                    well you've got three branches around the country or whatever it might be these work for everyone so if you don't want to get everyone together or you're going to have a video session like a video conference to hang out or whatever and it asked me the question but you can do it one on one too you can do it yourself if you're answering to find you have a sheet of paper that sits beside you and well you should have one anyway like where did I get the source from

Edmund:                Yeah

Darryl:                    where do they find us all those things scratched it but you have one and you just scribble down questions every time someone asks you get yourself a habit of going oh how do I get a bill paid how do I get a refund how do I do this the receptionist or the person that answers the phone to divert the calls in 90% of the cases gets every question because that's how she finds out where to divert your call to how can I help you today oh I want to cancel my credit card great okay that's great is a business or a personal credit card oh it's a personal cooking great I know where to divert you one moment I'll put you through to the personal banking but there's question there's two questions how do I cancel a personal cut how do I cancel her business card

Edmund:                hmm

Darryl:                    and and then they go ah my I think the car might have a bit of a problem there's all this black stuff on the ground blah blah blah oh I'll put you through the service department so you know this this that that person's gonna get loads and there's often people that you forget so no one goes and talks to the accounting i no one wants to talk to accounting

Ed/Darryl:             (laugh)

Darryl:                    or payroll you know HR but they get questions all the time too because there might be things that come through so you know how do I join your company what's the process do you take on internships you know

Edmund:                hmm

Darryl:                    like these questions as well that that depending on the audience that you want um you go to accounting you'll find out all the things that that everyone forgets to do this so everyone wants to know the BSB number to transfer money you know or can I pay with a credit you know there's all these questions that go on that whiteboard or go on a sheet of paper um yeah you can have a wiki or you could have uhmm you know like a Google document set up your own Google Documents share it to the whole team

Edmund:                yeah

Darryl:                    and let's just people fill them in and put you know a column for Department and a column for question and just fill in a basic template

Edmund:                yeah I think what you're saying is it's really important you made the distinction there between the audiences right uhmm you know initially the comment about getting people in that room and brainstorming those ideas are really from a count a customer centric

Darryl:                    Yes

Edmund:                uhmm focus but what you're talking about there is that people interact with organizations in different ways as well and the content that you can produce uhmm should serve them as well because it'll save time it'll it'll save money and for example if you're an organization that's looking to hire the best talent what you talked about their the HR policies the late policies how do we you know what's our uhhh

Darryl:                    yeah how do we get this up there in the right way rather than all we got is this internet and we keep it all hidden but this guy (15:37)

Edmund:                Correct

Darryl:                    and I'll take it further Ed to you Uhmm there's there's an element of people lie

Darryl/Ed:             (laugh)

Darryl:                    I know if you like house the house the TV show all right you say people lie or huh they don't consciously lie if you ask anyone what they typed into Google before they found you but they're about seven clicks away from that they won't be able to give you necessarily an accurate answer because they think they wrote this but they did that and and the challenge sometimes when you get everyone together is sales has more effort or service or customer support as more emphasis so these guys just get bored and show up and they don't tell you the story and what I used to do years ago as a sales manager is it oh yeah you know you would go out periodically and go on the road with a salesperson you would spend two or three days on the road with them travel around I used to do this in the US and you learn a lot about that person when you're going but you also learn heaps about uhmm inconsistent standards and delivery of answers to questions because they develop their own over time or you know what I never gave them that training or we never put them through that so they filled in the blanks or Billy the guy that we got rid of last quarter he was an ass and he used to tell everyone this thing they picked it up from him because they did a conference with him so you find these things there but you they forget the answers they give because they're doing it in the moment and if you observe them in action if you sit beside them while they're taking calls and go you hear them answering the question you write up or what was the question that you just answered because that was a really good answer

Edmund:                hmmm

Darryl:                    you know and people don't always do that now bigger companies record customer support calls and sales calls so there's a yeah there's a massive data mining thing that you could go to and listen to some of those and pull them out and actually go oh they asked this so they asked that I mean email support inquiries that come in sales inqueries in support of course

Edmund:                Hmm

Darryl:                    they invariably will have two three

Edmun:                   ohhh

Darryl:                    or 4 questions in them right yeah there's heaps

Edmund:                yeah you don't mean the standard helpdesk what I didn't even click you know Zendesk for example right

Darryl:                    yeah yeah yeah

Edmund:                you don't want portals where people coming up those are our own amazing source of data around custom questions

Darryl:                    and we have to remember that the the the  the person doing the work is busy because you know like how this like in the hosting business all the time was like write it down write it down write it down build the effect keys out because ultimately that's less phone calls you have to do and that was just from a straight FAQ standpoint but they're always busy solving that you know they customer focused I'm listening I'm doing it how can I solve it and they never get around to making

Edmund:                Right

Darryl:                    (18:02 that kind of) responses or doing those sorts of things but it's so you've got to mind that and sometimes you have to take time out of your day and just go and listen but I would say have team meetings to get you started and then go what I mean we're gonna talk about it a little bit about how to contextualize and group these things then once you get a group of things then go and clarify them and and and interview customers ask them questions

Edmund:                Yeah

Darryl:                    what do you like about that product what do you like about our business what are things we could do better you know what it's really hard to find someone to answer this question oh right you know so there's lots of ways I think that that's one a good starting point to get people who say

Edmund:                hmmp

Darryl:                    we're all I start finding questions so I've now just ended up with two or three hundred topics (18:15 hopefully)

Edmund:                yeah

Darryl:                    Right uhmm so I would I would say there's two things then one is I wanna get them into an electronic document I need them in a spreadsheet and potentially before you go into the content plan I would just have a simple spreadsheet so if you've got staff just piling them in and putting them in that Department that's great and then you want to start contextualizing them or grouping them into things that make sense so let's talk about uhh a coffee supplier so these people have coffee machines and they have ground coffee

Edmund:                yeah

Darryl:                    and coffee pods and bags of beans and all that stuff well they have accessories and all the rest of it so they are gonna have lots of topics

Edmund:                Yeah

Darryl:                    they're gonna talk there now if we put them all into one page of content on the website there is no the only thing that's common about them all is coffee so if I want to get found better or provide better information for coffee machines and you're more of an expert than I am in this but I would suggest that it's harder to create Cornerstone comment or silos about just coffee machines if all of this content in one central (19:52…?)

Edmund:                absolutely I mean what you're talking about there is at a very basic level you've got a distinction between product and support right and that's the first

Darryl:                    there’s one that's one level yeah

Edmund:                yeah

Darryl:                    but limits even down to I'm talking about coffee this is coffee machine so

Edmund:                yeah

Darryl:                    you know like I've got questions how do you roast your coffee uhmm what type of grinds you get it's really irrelevant

Edmund:                yeah

Darryl:                    to a coffee machine I mean there's a connection but

Edmund:                correct

Darryl:                    there’s just you know I have I need to serve 40 cups of coffee an hour what type of machine do I need

Edmund:                yeah

Darryl:                    you know that that that they could live in that so that's the first context as the types of products and then of course you have extrapolated that even more oh how do I service and maintain those machines

Edmund:                so you're saying people should start with that simple spreadsheet of those questions and then start to break them out into the different sizes

Darryl:                    in case that might be product groupings lovely service groupings

Edmund:                yeah

Darryl:                    yeah

Edmund:                suppo yeah okay cool

Darryl:                    yeah just like groups

Edmund:                and then what do I do once they've got this big spreadsheet and they've broken them out by that what's the next steps do you recommend

Darryl:                    yeah yeah yeah

Edmund:                because I know you look at this from up from a website perspective and you understand the user so you've got a very structured way of thinking about this um I think that (21:00

Darryl:                    break) well then so the next thing I yeah yeah the next thing I try to go uhmm go around I'm just pausing mate

Edmund:                no that's okay because I said my internet was unstable as well but its okay we'll just pull up (21:20)

Darryl:                    so so what we might do is just re asked that question again it seems to have settled

Edmund:                yep

Darryl:                    Uhmm

Edmund:                so what was my question again?

Darryl:                    so the question was you were saying okay now I've got this list of staff

Edmund:                okay alright so so once they've got this big spreadsheet of all these questions and they started breaking them out into different you know groupings yeah what's the next step what should they do

Darryl:                    well I mean look I think that's a good starting point anyway you could probably get started what I like to do is then to look at the questions and break them out even further and and maybe is a little Segway here into the topic we were talking about before the show started around that health topic so previously

Edmund:                hmmm

Darryl:                    I had a conversation with a client where reevaluating on a new client a website that have been produced for them and uhmm so go back what we wanna to find the content it's going to make the most impact that's where I'm leading with this

Edmund:                yeah

Darryl:                    okay so like whenever we do content we wanna look at all of this and say okay what am I gonna pick first to address because you know what if you do to this task you should have loads of topic you should have fifty hundred topic and you're not gonna do all of them tomorrow please don't try you you're looking to go I'll never get this done we're gonna go because this is about how do I get one question answered you're okay there buddy (22:42)

Edmund:                struggling

Darryl:                    (laughing)

Edmund:                all right I'm good

Darryl:                    be Uhmm and so so we were looking at this at this website and looking at it going you know where do we start with this because this was gonna be an evolution not a revolution we just want to change it so one of the things that we didn’t (23:00 act) that was to say okay and then these people provide in-home care assistants for (23:04 elderly people okay so

Edmund:                right

Darryl:                    if you're an aged care) facility if you wanna stay at home or you can only stay at home how can I get care and and so okay let's have a look at all the folks I just shown the client some keyword research to find volume and stuff like then explaining how that work and what we discovered was in our location that dementia was by and far streets ahead and volume and queries and you know search volume online so that was one who's going right now we have a topic that's worth investing some time in because we want to improve so the result we were trying to achieve here was to get them found for things that would directly lead to key services they offer so they offered dementia services in home care

Edmund:                yep

Darryl:                    and uhh some related stuff so that so this is all tied together what do we want to achieve who's the audience well the audiences (23:55 is up two) - I'm gonna come to that in a second because I believe that's important and and I'll bring this back to how I look at the topics

Edmund:                Yeah

Darryl:                    and that's why so we might have said in there and our topic thing for uhhh what what do we offer about dementia so there might have been their topic we write it  down okay no list and that's a simple topic and I want to show people how to think about this in a bigger term so we went and looked and said dementia is actually worth giving a bit of consideration to so the natural inclination someone do is go I wanna write a page or I wanna write something in the next bit we're going to talk about about dementia and then we're done I've done the dementia question I've moved on and I wanna make that think about that at home if it's worth it because it's got a lot of attention I want to dig in deeper so now we look at dementia and go we know there's a lot of people looking for dementia and dementia care and yeah people with dementia elderly people with dementia so now I'm gonna go right I've got a topic dementia and dementia care offering who's the audience well well the audiences is it the patient or is it the adult children or grandchildren you know like hang on a minute it's probably both because both of those people have different needs answers that they need so let's run through those so the patient is let's just say they don't know they’re they’re they're getting on a little bit better enough I've got dementia so a question

Edmund:                yeah

Darryl:                    they have is how do I know if I've got dementia what are the first signs of dementia if I lose my keys really often am I going am I getting dementia whatever those related quick there's a lot of things that (25:27

Edmund:                can I can i yeah can I stay at home can I have my your and)

Darryl:                    yeah your right that's what it leads onto you know what what is dementia uhh is it curable where did I catch it from like you know

Ed/Darryl:             (laughing)

Edmund:                Yeah

Darryl:                    see we can't assume that everyone out there understands this topic and whether it's about your pool filter or your car or dementia you go are you with dementia its scientific and of course it's more complex well know don't make an assumption that people know what you know in your industry

Edmund:                That right

Darryl:                    so they don't know that it's not caught it's you know genetic and you know it's an illness that comes on uhh it's an illness or disease I'm not an expert so I'd say I don't know is dementia an illness or a disease or you know those are questions what's the progression of dementia right do I you know it is it all over the (26:15 road runner) or you know can I Drive when I have dementia you know one of there so many questions that patient's got then if we separate it and look at the adult children well I mean one of those questions might be how do I get diagnosed well how do I get checked

Edmund:                hmmm

Darryl:                    who should I see is a specialist or a doctor all of this stuff that you should know as an expert now the children the adult children are going they're gonna be sensitive about this you don't just rack up and say man you're losing your marbles like you know what you know and what's the right terminologies how can I tell if my parent is suffering from dementia how do I uhmm lead them down their pathway without offending them how do I get them to adopt it to talk about it without raising that

Edmund:                Correct

Darryl:                    specific word what happens when they do get it how can they be cared for in home

Edmund:                That’s right

Darryl:                    what happens if they can't be cared from home what if they have a don't have a partner like that so this

Edmund:                and what are the legal (27:07 issues?)

Darryl:                    Yeah

Edmund:                all sort of stuff

Darryl:                    so where I'm leading with this is that one question is do you offer dementia care or do you have dementia care services could have been really easily answered with a paragraph or two or even a blog post or an extension with a link to yeah we have the services page that's what it's all about

Edmund:                hmm

Darryl:                    Instead I believe we've just created massive amounts of content

Edmund:                yeah absolutely and if you think about it it's just at a very simple level what that what what you've just explained there the fact that the same content or the same questions that people are asking appeals to two different audiences you imagine landing on a website website and at little and it literally says uhmm questions for yourself or then for cares or for family you know what I mean

Darryl:                    Frankly Yes

Edmund:                and the audience and then that that way and as as compared to just dumping all of those questions in one big uhmm section

Darryl:                    Yeap

Edmund:                where they can't pass them out you know

Darryl:                    or or a typical way that someone might do it is we write a pretty lengthy blog post about it and then we say I'm gonna share it on Facebook because I'm trying to get in front of people about this now so okay I'll make an assumption that people have a bit of a clue about Facebook advertising we've talked about it a little bit before but you can choose a demographic audience on Facebook so

Edmund:                yes

Darryl:                    say well I want people that are 35 to 49

Edmund:                yeah

Darryl:                    they're live in this locality and have elderly parents whatever whatever interests likes you can do now if I share and then I have a different audiences you might be maybe the target audience is 70 Plus let's just say and I don't know the answer to that question yeah but so you target it what are you gonna do it you're gonna share the same post to both the audience and advertise to it what's your ad gonna say so you write an ad that's targeted with different photos because they target different audience but they linked in the same blog post

Edmund:                Yeah

Darryl:                    and then what's the call-to-action so now I've got to call to actions on one (28:57 page)

Edmund:                exactly and thats

Darryl:                    so so the reason behind this mean this long-winded thing of mine is that it drives everything about your content decisions

Edmund:                absolutely and that's a really critical point because I mean I ask people in SEO sometimes we we look at the keywords and we think that it's the same people right and we may make the mistake of creating a generic piece of content that we think will get found in Google search when Google is really understanding the difference now the user intent it's being able to look at who's searching and especially with Facebook what you've just explained there is the ability to do demographic targeting allows you to get much more granular and serve

Darryl:                    oh yeah

Edmund:                an audience better with the content right so well

Darryl:                    and now with mobile search and history logged in you know it knows that you are 47 so

Edmund:                absolutely

Darryl:                    you are looking for yourself like that those connections are coming in the way we're being delivered results so they will deliver you stuff that matches that intent best that they int determine now the role that we're trying to get you to listener to do with your content is to dig deep so so to answer the question really long way Ed is I believe you need to group the content then only we we need to work out what content has the highest value for the goals we need today now it might not be that you're trying to get answers to that so your biggest problem might be I have 5,000 people on my email list and I'm not serving them well my website is doing a pretty good job of converting I sell products but I'm struggling to send our content of value to my audience I'm stopping to do it or people unsubscribing and I'm trying to improve the messaging I'm sending out so you might have a different focus you know what do you have to look at the content that's gonna suit the goal you want and the channel you want it has to be part of it

Edmund:                hmmp

Darryl:                    then dig into it and depth because even if you put it in that newsletter wherever you're gonna put it it's got to come back somewhere we've gotta have that asset living on how controllable place our website and there's no asset there I'm drawing you back to so you click on the link you read the post or you you're in Facebook I bring you somewhere you're an Instagram how do I get you associated back to where I've got a better chance of giving you more information so you're gonna look at the topic we've gone dementia care now I've just something created a whole bunch more so I would then so I would prioritize stuff on my spreadsheet first of all I would create those groups so dementia would be a group heading

Edmund:                yeah

Darryl:                    and and then I would have all these topics and obviously you're probably gonna create a subheading which might be uhh at our patients slash cares adult children slash cares and another one might be patient right and then you put all the topics underneath (31:38 on those post) now if we were to bring them into the content plan template those subheadings would actually be in the audience

Edmund:                yeah

Darryl:                    so you would have that down there so now I have uhmm how how do you diagnose dementia and and I've got I've now got that's for the patient

Edmund:                yeah

Darryl:                    now now I think at that point we have topics to deal with so we've we've grouped them we've determined one way or another what is a high priority for us the example of dementia we seek because it was keyword research and we're trying to get more traffic more inquiries

Edmund:                yep

Darryl:                    for this website so obviously that's a rich target there's a lot of volume so if we impact it we're gonna get some we know that but if your goals are slightly different to that if your goals is to provide better customer support and and take the frustration away from your customer for example I would suggest you would look at which is the questions the customer support questions that we get asked the most so you might come up with 30 questions you then send them back around to all of your support people and your sales people say rape these in the order of how many times a day or week you get ask them and then that will help you prioritize so that the second step is choose the priority so first group them then prioritize

Edmund:                so if anyone's listened to this if we were just round this up isn't this much more valuable than just saying hey list all the questions and write them out and publish them on the website it's a little bit more robust isn't it yes compile all the questions but then go through this process using the spreadsheet that Darryl's provided to help you then group them you know understand the audience segments and then prioritize them based on what Darryl’s always talking about and see you can see how much more powerful that is it's not just an SEO hack but I'm trying to get more traffic but it's also uhmm understand coming from an understanding of the customer the Jenny their needs right so imagine well you're a much better business for it you're delivering a better outcome from a Content perspective to the to the customer and the visitor of the site that's awesome

Darryl:                    yeah and it's it's right yeah and you because we this is about easy content and I hope people don't feel like this is hard because you should have been able to compile us pretty easily

Edmund:                Yeah

Darryl:                    so what we've now got is two three weeks ago you were stressing how do I produce content all of a sudden I got 30 or 40 topics that I can play with so 30 or 40 topics if in the next part of what we're gonna talk about today and in this episode and there's a high likelihood everyone we're gonna split this into two because you know we've got a lot more content we wanna cover in this so it may spin that way where we're gonna break this into two episodes but we're just gonna keep going through it but you're you're looking at you got I was two three weeks ago I had no idea no idea now I've got 30 or 40 and if I was just to do a basic blog post so that was the only way I was gonna handle it I've got more than half a year's worth of content

Edmund:                hmm

Darryl:                    if I would did it weekly if I do it fortnightly I've got over a year so what was really hard and we have an unboxed anything we haven't done research

Edmund:                (34: 33 oh no)

Darryl:                    or case studies or anything these are just simple questions

Edmund:                (34:37 customer question)

Darryl:                    that wasn't translated into blog post now the next part we're gonna talk about as well are they all gonna be a blog post or what are they gonna be things to (34:43…?)

Edmund:                absolutely on the house and I think that it's really important to point out the fact that some people are probably listening in their cars going probably crap it sounds like a lot of work I'm not gonna write all this staff and but if you stop for a second just stop for a second and think about the time the effort the money you invest in the old ways of doing things the old ways of attracting your clients and I'll give you an example as a some businesses have very expensive salespeople and business development people chasing you know on the phone and trying to chase customers and have these conversations to help convert them and to educate them about their product and service but imagine that you've got a great website with all of these wonderful questions being answered on (35:26 they're) doing half of the job for you so think about the investment in that uhmm it will just it's a gift that will keep on giving over the long term so it's not really a huge investment at all right

Darryl:                    and and andyou're exactly right and you know what every form of Y that you bring businesses customers into your business keep doing until they no longer work for you so you're gonna keep the salesmen while he's making money for you but if you can add another channel that brings in forty-five percent

Edmund:                Yeah

Darryl:                    of the same amount of businesses he or she does and then no one there's no wage pill there's no Commission structure Car phone anything surely that's a win and you know like I get people ahhhr well it's all about personal hands-on service you know what that's great and we all want to do that in businesses but the consumer doesn't necessarily want you to do that right

Edmund:                that's right because because you think about it and this new world and your your might uhmm Seth will no doubt have something to say about this

Darryl:                    (36:21)

Edmund:                he may have written books books about this it's it's look compared a website that has all of this information is helpful information that is answering your questions that's guiding along the process to the website that's very corporate and not helpful at all right who do you have the most trust for who have you built uhmm a desire to do business with you know uhmm there's a massive difference what waht Seth use the trust economy all that sort of stuff

Darryl:                    yeah

Edmund:                it's it you know it's it's it has (36:50 knowledge..?)

Darryl:                    and its it's not about replacing all your business with the web with the web as part of you gotta work in the space right we know that you know the amount of traffic the number of people that spend copious amounts of time online every day so you know this isn't mythology it's not in the future this is the reality you're either getting part of it or not so you're either in this shopping mall getting the traffic walking by or you're not you're just out somewhere with the shop somewhere else saying you know I've got enough business that's fine but you know what I wanna be in the shop anymore I wanna get the traffic I wanna grow my business that way so we're trying to help do that now a lot of people are happy to work for 10 or 11 o'clock at 9 I've got to do all the stuff myself I got to answer these questions is all that personal touch that's great but you know what well the people might appreciate it they might have also appreciated getting that answer when they wanted it on the bus on the way home at 6:30 at night

Edmund:                absolutely

Darryl:                    on their mobile device and that they didn't have to wait an extra 10 hours to get it whatever it might be and frankly you missed a point anyway and now they have to ask you another question because they couldn't find their way around it because the effort wasn't put in to answer it you don't win from holding knowledge in I think it's the thing in the last dozen years or so that you know the people that seem to have built the biggest followings online and and really translate into big businesses are people that just give and share knowledge in their expertise freely

Edmund:                oh we're beyond that now if you're saying oh I don't want to give away too much come on you obviously haven't been reading enough marketing stuff the world has moved on right (38:23…?)

Darryl:                    let just share

Edmund:                Yeah

Darryl:                    where it is its information just share your expertise it comes in adding value okay so back on the track we've got these topics of of of content right and and you were leading into this is gonna be hard well okay we've it's not as hard now because now we've got answers we've got at least at least 26 weeks of content you should be able to get that if you don't I'll personally help you you hit us up on our Facebook page and we'll engage in a dialogue and conversation on there

Edmund:                Yeah

Darryl:                    you know hope you extrapolate out some topics from what you're doing free for you we'll do that we'll set up a little session where we can do it and help you get more topics out of whatever you've produced so you must have first produced me a spreadsheet with some topics some context and I'll help you extrapolate that out so that's a free offer and let's assume you

Edmund:                great idea

Darryl:                    okay you've got 20 26 topics that you can play with we've got that already um the next stage then is well you don't have to make it all and I think this is where you probably heading you don't have to produce it all so what we want to hit to next is what type of content will each topic be and then who's gonna help but I'd like to address who will help before we go into all the levels because that's probably the big barrier then you know the next objection the next objection was it’s too hard I don’t have any ideas

Edmund:                oh you mean who who’s Idea

Darryl:                    I can't write the next objection is I don't have time for this I still don't have time I've done the list it just made it worse now I've got this wall up somebody yeah how am I gonna eat that elephant right well it's really simple you're gonna get help and you're not gonna do it all on your own

Edmund:                absolutely I mean the the challenge is most businesses I mean like I said if you if you're if you're a solo a soloist you you are gonna be unfortunately you're gonna have to do it you gonna have to figure out and then the question is really what's the modality that works you do use video audio written right but if you're in a typical business you've you've got a team of people there that can help you right and in addition to your direct team you've got people outside of the organization that you can turn to there are a ton of resources in terms of freelancers designers creators who are able to you are able to tap into to to access their skills to do this right uhmm

Darryl:                    absolutely

Edmund:                but I but I still think internally uhmm you need a mechanism by which to capture the knowledge and that's the key right uhmm

Darryl:                    okay and I think that can be quite easy because one of the objections people says I'm not a writer I'm a terrible writer you know like I can do a business proper because I've got the structure I fill in the blanks but you know what you don't have to be a writer so think about it can you write bullet points around a topic of course you can we talked about content last week in what types interviews so sit the phone down most smartphones have a voice recorder all right

Edmund:                hmm

Darryl:                    video called a voice recorder on them and get get your assistant or co manager or worker to ask you questions about it as from a customer perspective and just talk which is really to give people insight and how this podcast came about right because I think this this is this kind of Reliance

Edmund:                yes

Darryl:                    This podcast came about because ed and I would be on skype video chatting almost every day

Edmund:                (41:30)

Darryl:                    and invariably we would be talking about client things that we had going on or projects we were working on and we would chat about them you know colleagues talking about stuff either hey have you got any insight into this or ranting about something that wasn't going to plan or just hey what are you working on and I'd go ed that's just a wealth of info he got oh man we should have recorded that you just said this about a website build that was really cool

Edmund:                hmm

Darryl:                    we could share that and that's because it was natural conversation we we were we have expertise in our field once our experts we have expertise in our fields and we were sharing that with each other so we then said let's put this into a podcast form so go back to that thing you're sitting across the lunchroom table with a colleague of (42:12thought on table) and you just start talking away but you're recording it then you hand it to your secretary or you hand the transcription up to an online service and get it typed out

Edmund:                yeah

Darryl:                    and from there you have material the other one I said was right bullet points out or scribble notes you can then get a writer to turn that contents

Edmund:                absolutely

Darryl:                    into a post you don't have to be the polished artist

Edmund:                yeah I think I think that I mean whilst we will get into doing things like video like cost ways or methods of approaches and stuff right you're right out of very simple level most people will in an organizer would say I don't I don't I'm not a writer and I don't look good on video but they can all talk right so you're right I think the most powerful simplest way to capture this information because at the end of the day someone is gonna have to massage it and right right right turn it into text so the simplest way is to get your phone like you said and turn on the voice recorder and and get those questions and start just answering those questions literally ask the question and then have the most the person who's the best person to answer it simply answer the question on the phone

Darryl:                    that's the that that's the right point who's the best person to answer so you go to you go out to the back of the manufacturing plant behind your bigger office and you go you've got this question about fabricating this thing here who's the best guy to answer

Edmund:                Yeah

Darryl:                    is it the sales guy no it's the engineer

Edmund:                Yeah yeah

Darryl:                    and there is a blue overalls who has no one listens to him and he's the guy that's been making you money for decision (43:25)

Ed/Darryl:             (laughing)

Edmund:                absolutely

Darryl:                    happily tell you five stories about all these things right

Edmund:                yeah don't don't get the the uhh 47 Mil drill bit those are pieces of shit just they use these ones absolutely that’s the (43:47)

Darryl:                    yeah yeah there’s a manufacturers Guy also use a 48 but I told that the 49 is perfect because then the way that there's a plastic coating around the stuff which is an extra mill and when you go to insert it in it never works and you have to put a 49 in anyway (44:01)

Edmund:                exactly

Darryl:                    brilliant knowledge that it's not

Edmund:                yeah

Darryl:                    in the integration guides it's not anywhere and it frustrates everyone on

Edmund:                so don’t don’t stress about trying to get it right unless you've prepped for it in you and that's the finished product if you just want to capture the knowledge just recorded an audio in natural language uhh and then seriously Uhh we can show you some online tools that will do automatic transcription or the online people who and then once it's in text you can get a writer for not a lot of money

Darryl:                    and we're gonna get into that in the episodes about how they do multiple blog okay

Edmund:                yeah

Darryl:                    right so let's let's then go so we've talked about the who and I wanted to get that out there because I think I and maybe it's a fault on business owners particularly they think they've got all the knowledge in the head uhhmm but you know and and we don't the reality is we don't and if we think we can take the juicy bits out writing notes while we listen to them we will miss important stuff just be the conduit not recording the raw info

Edmund:                yeah and look I think I think and that's the thing just capture the raw data you can it's like like when you do writing right with novels they talk about writing not editing you write and then you edit right

Darryl:                    Yeah (right 45:05)

Edmund:                just just capture knowledge look I think at the end of the day it's important to say that in all organizations I would say probably 90% of the time the person that's gonna own this process that's gonna be responsible for capturing this knowledge is probably gonna be someone in the marketing department right at the end of the day if you're a marketer and you're listening to this you know this is on the on your back because at the end of it this is gonna be generating business

Darryl:                    Yeah

Edmund:                and that's your function

Darryl:                    but this is that this should help you do it because you know and there's a lot of stuff about culture and involvement engaging the people that work for you there is no better way to get your team more engaged and to listen to what they have to say and to share their knowledge and you know we talk about your customers being the hero of a story making your staff the hero of the story there will be some that will just soak it up

Edmund:                Yeah

Darryl:                    but that that attention that 15 minutes of fame that they get even if it's only a written post that comes from it they no guarantee they they show their partner at home look this is what

Edmund:                Yeah

Darryl:                    this is that this is what my knowledge

Edmund:                (46:07 that’s me)

Darryl:                    what I do every day right

Edmund:                it's a cliché that when someone says no one in this bloody place listens to me how many times you have heard that right

Darryl:                    yeah totally

Edmund:                and it's like the (46:16)

Darryl:                    I felt I could I could have solved that problem (46:19 if someone just come and ask me)

Ed/Darryl:             (laughing)

Edmund:                that's why I love the Bunnings ad so much cuz the Bunnings ads the heroes of the ads are the staff and I know it's scripted but they're the staff right

Darryl:                    yeah but they're not they're not overdone you know

Edmund:                yeah

Darryl:                    the the people talking about they don't get the same person talk about lots of different topics

Edmund:                Yeah

Darryl:                    they get some from paint talking about paint and all of that

Edmund:                Yeah

Darryl:                    okay

Edmund:                exactly

Darryl:                    all right Ed we're gonna stop here everyone we're just adding this in the episode went really long in episode 18 we're cutting it into two which we thought might happen and we'll carry it on next week in episode 19 so there's a little break in the transmission

Edmund:                excellent

Darryl:                    and when we're going to end it out and put the end of it so come on Ed give us your end of podcast

Edmund:                thank you very much for listening today we appreciate having you along for the ride if you wanna see the show notes get access to the resources that the Darryl and I have been talking about just visit bloodywebsite.com or subscribe to the podcast on iTunes if you enjoyed the review uh-huh if you enjoyed the podcast please leave a review on iTunes

Darryl:                    lots of reviews

Edmund:                Lots of reviews it helps people find it and and we look forward to seeing you next week when we'll continue this very chat about this content stuff on my bloody website it's goodbye from me

Darryl:                    It’s good bye from him