How Google SEO and your Podcast equals double ROI for you digital marketing campaign
Understanding the value Google places on original content on the web is an important factor in determining the tactics of your digital marketing campaign. Learn why leveraging written transcriptions of your podcast can boost your SEO (search rankings) and yield double ROI for you digital marketing campaign. Tune in.
How Google SEO and Your Podcast Equal Double ROI for Your Digital Marketing Campaign
Hello, I’m Michael Winn, Chief Digital Officer of Digital Opps, a division of RB Oppenheim Associates. Happy Friday, guys. Thank you for joining in to the Digital Opps marketing podcast video where we discuss digital marketing strategies to grow your business. Today we’re going to talk about how Google SEO plus your podcast equals double return on your investment for your digital marketing campaigns.
A lot of people don’t think about SEO and podcast and how they might work together as part of an overall digital marketing strategy. Today I want to talk about a couple of points that should really convince you why it should be part of your overall strategy and part of the tactics deployed as a brand to not only elevate your brand but also to provide natural digital gateway for new customers to find out about you as well as to enrich and provide value to those who are already your customers.
Use Original Content
Let’s start off right away and think about number one: Google loves original content. That’s probably one of the biggest factors when Google looks at what site ranks higher than another site. They’re really looking for totally original content and not only original content but the frequency at which that content is published. What is original content? Well quite simply it’s content that you’ve written and that’s only found on your website and that you’ve got organized in such a way that points to your authority on a subject matter, a specific subject matter that’s related to your products or your services. It used to be in the days, backlinks were a real big part of SEO. And again for those of you who are not familiar with the term SEO it really stands for search engine optimization. You’re really trying to optimize your content to get the attention of the search engines to notice that you are an authority on a specific subject matter.
So how does that work or how does that relate to a podcast? Well what are the things that we’ve noticed, I’ve noticed just personally as we’ve been doing this podcast series since August of last year, and one of the things that I’ve seen is I typically try to keep the podcast around 8 to 9 minutes. Sometimes we go a little bit longer especially on the series that we’ve done on Traction which is a book review with my good friend Katie Lilly from LillyField Accounting Solutions. If you were to transcribe that word for word you have roughly about a thousand words that would be transcribed from a 10 minute Podcast. One of the things that I think people underestimate is having your podcast transcribed, and then obviously you want to go back through it and delete all the ums and uhs and the various pauses or maybe you double speak or you say something back in an audio format, the listener just kind of goes along with you but in the written word it’s important to edit that information out.
Transcribe Your Podcast
But if you were to take a transcription of a 10 minute podcast, you would find yourself with a nice piece with about a thousand words of content. That you can then think strategically about how does that relate to the other content on your website. So if I’m doing a podcast like I’m doing today where I’m talking about SEO, podcasts, and digital marketing, in the transcription of that I can actually highlight the word, link it to the core service page on my website. So I’ve got a service page called SEO, podcast, and digital marketing on my website and within that transcription I can hyperlink that word to those pages and then of course I’ll post that content to my website. What happens is over time when you build a library of content, that’s a thousand words of original content, that is strategically linked back to your core service or product pages that really tells Google “hey this is an authoritative piece of content that relates to a corner piece of content on my website”. And that my friends is what Google is looking, but when it starts to think about where do you rank compared to your competition.
It is really underutilized. We work with clients, where we go to their sites and they haven’t blogged in over 2 years or they never created a blog. They’re relying on some other factors but really blogging and using your podcast as that pillar content to provide a written word of your ideas and your demonstration to potential customers or members. Your written word can really have a huge impact that is often neglected and overlooked. But it is part of digital content at scale. When we think about “how do we as a society, how do we learn, how do we consume content?’. We either listen to it, we watch it, or we read it. I think a lot of times people will make the mistake of putting all of their eggs in the watch basket. Which is a good basket to be in because a lot of people like to watch content video content and that’s how they learn and that’s how they like to consume content but there’s a growing majority of people like to learn and listen and educate themselves through audio as well as through written work.
Link Podcast and Blog Post on to Social Media
Now once you have that long form content, written content that’s a transcription of your podcast or your video series, and you got that on your website. Then it’s time to leverage the link power of social media, so you’re creating a short title and a link on a Facebook post that leads back to that article is a smart play. But organically posting on LinkedIn or long format articles is a super, super savvy strategy and tactic to help grow your brand awareness when it comes to digital content scale. So going on your LinkedIn profile and clicking on, not a post but clicking on the article component and then copying and pasting that content and sharing that on LinkedIn is a super savvy tactic as part of your overall digital marketing strategy.
The other thing I think about too, when it comes to subject matter and the tone of your podcast that ultimately relates to your written content, which again original content equals SEO gold, think about it in terms of education and entertainment. Those two pieces are really sort of the bedrock of why people will come back and listen to enjoy your content. If you can provide value either through education, teaching them about your product or service is a great strategy. Or provide some entertainment value in there, whether it’s humor or it’s storytelling, whatever the entertainment value is that you can mix into there again can be a powerful combination and really generate more interest.
Remember to be Consistent
Here’s the thing that most people don’t understand about search engine optimization, it’s a long-term play. Because the fact of the matter is Google indexes its website or the cycle is typically about 20 to 30 days as it cycles through the entire content that’s on the world wide web. Which seems really slow but think about the volume the millions and millions of websites that are out there. So you really only have 12 times a year to really pick up search engine optimization value points. You can do a blog once a week or you can do it once a day like we do, but once a month is really not enough, you really need to leverage that. So it’s a long-term play and I think if you look back when you say what can we do to help grow our business in 2019 and 2020, well number on is get yourself set up on a podcast, transcribe the podcast, take the transcription, take the words that link back to your core pages and that my friend is how you can double your return on investment for your digital marketing campaign with SEO and your podcast. My name is Michael Winn have a great day, we will see you next week.