On this episode of Content Logistics, Baylee Gunnell talks with David Riggs about the changing world of search and content marketing. David, CEO of Pneuma, shares his expertise on how businesses can thrive in the search economy. He explains how understanding customer intent is key to creating effective content.
David discusses the importance of talking directly to customers. He emphasizes learning their language and understanding their buying process. This information helps create content that resonates and converts. He introduces the pillar and pebble content method. Pillar content focuses on core topics, while pebble content supports it by addressing specific questions and pain points.
David also highlights the shift in buyer behavior and how AI-driven tools like ChatGPT are influencing search. He advises businesses to simplify their websites and focus on providing valuable resources. He encourages content distribution beyond a company blog, emphasizing LinkedIn and other platforms. His biggest content marketing ick? Links in Instagram posts.
Featured Guest
Name: David Riggs
What he does: CEO
Company: Pneuma Media
Noteworthy: SEO and content expert, CEO of Pneuma, former TEDx speaker coach.
Featured Guest
Key Insights
The Changing Buyer’s Journey
The way people buy has become more complex. Buyers are now more informed and use multiple sources before making a decision. They research on Google, check LinkedIn, and encounter retargeting ads. This makes attribution more difficult. Businesses need to adapt their strategies to account for this multi-touch approach. Instead of relying on last-click attribution, consider all touchpoints that contribute to a conversion. Understanding the customer journey and how different channels interact is crucial for effective marketing.
Content Strategy in the Search Economy
Creating valuable content is essential for success. David’s “pillar and pebble” method offers a practical framework. Pillar content covers core topics in depth, acting as a cornerstone of your content strategy. Pebble content supports this by addressing specific questions and pain points. This approach helps attract a wider audience and build authority in your niche. Think like a media company, creating engaging content that educates and entertains, not just sells. Distributing content across multiple platforms amplifies reach and impact.
Simplifying Websites for Conversions
Website simplicity improves user experience and drives conversions. A clean website with a clear call to action is crucial. Avoid overwhelming visitors with too many choices. David recommends a homepage, an about page, and a resource section. This streamlined approach helps visitors easily find information and understand your offerings. Focus on one primary call to action on your main site, guiding visitors toward the desired conversion, whether it’s a demo, sales call, or quote request. Prioritize desktop optimization for conversions, even though mobile search is important for discovery.
Episode Highlights
The Search Economy
David introduces the concept of the “search economy.” He explains that it’s not just about SEO, but about understanding how and where customers search for solutions. Businesses need to consider what their target audience is searching for in the moments before they admit they have a problem. This involves understanding their fears, motivations, and the specific terms they use. By targeting these “still small moments,” companies can effectively position their solutions in front of the right buyers. This approach shifts the focus from big budgets to strategic thinking.
“In that moment, right before someone admits they have a pain point, that’s what we target. That’s what we focus on. We put your company, and most importantly, your solution, in front of the buyer that wants to go out and buy it.”
The Power of Customer Conversations
David emphasizes the importance of talking to customers. He suggests that before diving into marketing tactics, businesses should understand their existing customer journey. This involves mapping out the process from initial discovery to closing a deal. By identifying key pain points and decision-making factors, companies can create content that directly addresses customer needs and motivations. He stresses the value of learning from sales teams and those closest to the customer. This direct insight can inform marketing strategies and improve overall effectiveness.
“The best place to look for any content ideas are answers to a question that a customer is probably thinking to themselves or helps solve a problem that a customer probably has and puts you into their view. So, if you think of content that way, the best place to talk is your customers.”
From Sales Calls to Content Gold
David shares practical tips on how to generate content ideas from sales calls. He suggests reviewing sales call recordings or transcripts to identify recurring questions and pain points. These can be transformed into valuable content pieces, such as blog posts, downloadable resources, or even webinars. He also recommends talking to customers directly to understand how they explain your business. This can provide valuable insights into their perspective and language, which can inform your content strategy.
“What are the questions your prospects are asking? Go talk to your sales team and see their top 5 to 10. Maybe that’s not a blog. Maybe that’s a resource. Maybe it’s downloadable. Maybe it’s a webinar.”
The Evolving Role of AI in Search
David discusses the impact of AI on search, particularly AI-driven features like ChatGPT and AI snippets. He points out that while these tools summarize existing content, they also give that content more visibility. He observes that AI search hasn’t significantly altered client results, often highlighting content Google already favors. David also notes the rise of alternative search engines like Bing, particularly within corporate environments.
“It’s (AI search) cool. I think the funny thing is that it’s kind of just a summary tool. It ironically did not change many of our client results, which I think is interesting. It actually put them in a good spot. Google likes our content so much, you’re showing us in the AI snippet overview.”
