Should you start with SEO content or community content? John Bonini's take: Why not both? Databox was one of the first to operationalize community-led content for SEO, which I've heard their CEO credit for their hyper-growth. Because as John says it's rare that the subject matter experts and the writer are the same person, you're typically better off starting with the reporter mindset to content marketing vs. columnist. At first, I was against this. All content marketing should revolve around a unique point of view, right? Problem is, most early-stage companies haven't clarified their POV yet. And it's not until you talk to enough of the market -- the SMEs -- that you start to shape your own opinions and frameworks. In the meantime, your competitors are creating relevant, helpful content for your niche. While you're waiting for lightning to strike. This is where effective community content comes in. Involving the experts in your industry not only helps you, the content marketer, fast track your industry expertise, it doubles as a community strategy, customer research, and will help you shape your own industry perspective. Check out the latest episode of Content Logistics to learn how John's team published 5+ community-led SEO content pieces per week. Link to ep & recap in the comments. P.S. The fine folks at Motion (Justin Brown & Tristan Pelligrino) produce every episode of Content Logistics. Highly recommend if you're looking to launch your own. #content #community #contentmarketing
"Involving the experts in your industry not only helps you, the content marketer, fast track your industry expertise, it doubles as a community strategy, customer research, and will help you shape your own industry perspective." This is also how I've been thinking about podcast content. Key thing here is, besides community content and inviting on guests, you will need to develop your own strong POV and frameworks and share that with the world 😊
Love the crew at Databox
great advice, and great distillation of it here!
Both are machines that gain momentum over time and need to be started as soon as possible. Companies love to invest heavily in the short term performance boosts but seem too slow to invest in the long term growth.
Thanks for sharing! I'm bookmarking this episode for later. We're definitely going for a community-led content strategy here at uConnect, and really ramping it up for 2023.
I totally agree, a good strategy lets you reuse the content in either medium. Camille Trent The easier it is to sustain, the more you can focus on quality and consistency, right?
Love that!! As a marketer, if you're new to a space this is an easy way to get up to speed and become an SME while also producing tangible things.
"Because as John says it's rare that the subject matter experts and the writer are the same person, you're typically better off starting with the reporter mindset to content marketing vs. columnist." Just one of your perceptive comments in this insightful post, Camille Trent
This is great. I always love reading John Bonini 's thoughts about content etc. Thank you for sharing!
Content & Community @ Teal + SaaS Advisor
1ySpotify: https://motionagency.io/episode/how-to-run-community-led-seo-at-scale-with-john-bonini/ Apple: https://podcasts.apple.com/us/podcast/how-to-run-community-led-seo-at-scale-with-john-bonini/id1572862960?i=1000582479492 Recap: https://motionagency.io/episode/how-to-run-community-led-seo-at-scale-with-john-bonini/