Joseph introduces today’s episode topic, “how wise content avoids content overload”, and brings up and discusses recent news in digital marketing and search engine optimization (SEO). Joseph introduces the guest for today’s episode Danielle Strouther, a product marketer at digital marketing Adzooma. Joseph and Danielle discuss both of their creative sides, and how they both find themselves trying many different types of mediums for art, with Danielle focusing on dressmaking currently, and Joseph focusing on mixology and cocktail making. The two discuss Danielle’s formal schooling where she received a Film studies degree, and Danielle explains the meaning behind her thesis of contemporary American television, in the form of Game of Thrones, Sopranos, House of Cards, and other shows in the same vein, as well as the risks these television programs took, and what was considered an “acceptable risk” to their audiences. Danielle explains how she ended up where she currently is in her career, at Adzooma, when she started out with video production. She also explains her favorite blog post she has created for her job, which was a piece on working from home, which was featured in Forbes.
Danielle explains what content overload is, the idea that everyone is surrounded by content almost all of the time, and that the amount of data we interact with becomes overwhelming. She continues to explain how it is an almost immeasurable amount of data and content that is created every day. Joseph and Danielle discuss whether or not content overload is bad for business, and Danielle explains how it is both good and bad for business, as it is difficult to get people to pay attention to one’s business, especially if they are a small business, but it also provides more avenues for people to pay attention to you and your business. She uses TikTok as a perfect example of content overload, and how there is so much content available on the platform, but it isn’t a constant stream of people looking at your content as it is difficult to break through the barrier of content overload. The two discuss the differences between wise and good content, with wise content causing people to take action because of the content itself. Good content will provide entertainment for people but after they’re done with the content, that’s it. But, with wise content, people will interact with the content and will either share the content, share the creator, among many other actions. Joseph brings up timeliness, and how that is important in creating wise content, bringing up the example of the success of his recent article his company created on SEO for Tourism. The two continue to talk about blogging, and how even though the blog is oversaturated, it is not dead and still holds potential for digital marketing.
Joseph and Danielle discuss how to battle against content overload as a marketer, specifically to find your niche and find your value. She brings up the example of successfully finding one’s niche and value, through an art supply box she subscribes to, and how they use very limited social media platforms, but continuously use a call to action with each post they create. They were able to create a community around this ideal, always providing a call to action in their posts, and are incredibly successful with their content. The two continue to discuss wise content, and Danielle brings up the point that stretching your business thin through every social media platform possible is not as helpful to your business as creating valuable content on only a couple of social media platforms that caters to your desired audience. Joseph discusses keywords, and keyword research, and the two agree that keyword research is still important in SEO and digital marketing. The two discuss that the mindset of building your content around SEO is not as helpful to the value of your content as using SEO to add to your already completed content. Danielle explains that good content goes hand in hand with SEO, and that SEO should only be used to add to the value of the content, and more add to the backlinks and organic reach, rather than basing the content around SEO only.
Danielle explains how she uses wise content in her role as a product marketer, that she focuses on existing customers, to have them use and interact with the content, specifically bringing people back to continue to use Adzooma. The two continue to discuss wise content, Joseph bringing up the example of a company that made lab utensils, that started producing zombie videos as content for them, as through research they found that their customers loved zombie videos. Danielle explains how creativity shouldn’t stop after a company gains a customer, and that one should continue to create content for customers they already have as well as customers they haven’t had yet. She gives advice to companies that instead of creating a large amount of content to throw at the wall and see what sticks, they should take a step back, and evaluate their audience to be able to create wise content. Joseph and Danielle discuss AI and how Adzooma makes use of AI in its programming, and how Adzooma continually develops the AI they use.