Q: How’s the road trip going?
A: Amazing! My wife, Ariele, and I left Front Royal, VA two weeks ago – since then we’ve traveled through six states, and we’re currently in an RV park near downtown NOLA. A few days ago we were on the Gulf Shores of FL. My on-demand wifi made it possible for me work from the beach. Wow, just wow.
Q: That’s great advice! Any tips for how to write/produce in-depth content for a client in an industry you don’t work in? How do you go about immersing yourself in the correct jargon so that your content resonates with people in that industry?
Q: Piggy backing onto that question- Justin, what are your thoughts on writing content in which you are not a subject matter expert?
Q: Great stuff! So what are some of the SEO benefits of pillar content?
A: The biggest benefit is it solves for the human (website visitor) as well as the machine (search engine bot). Search engines love quality content – their job is to provide the most relevant answers for what people are searching for. If you take the time to consistently write and connect like-themed content together with links, then it’ll pay off in the long run. For example, I created a comprehensive guide on creating a DIY truck camper and connected all relevant blogs to this page. The result? My organic traffic doubled in less than 5 months and I’m on the first page for the broad term “DIY truck camper”.
PS: that truck camper is coming with me to Austin
Q: How do you come up with the names for your trucks and campers?
Q: If you’re a George Strait fan, you need to visit Gruene Hall when you’re here next week!
Do you use tools like HubSpot page performance report and blog analytics to help you find topics that are resonating and can be further expanded?
I realize it’s tough to speculate with such little context; we’re most curious about your thoughts on writing for a broad audience vs. getting tactical.
A: I definitely understand that pain point. Before you create content you need to determine 1) content mission statement (why you're creating content), 2) buyer persona's (who you're creating content for), and 3) buyer's journey (what does a buyer persona experience from not knowing who you are to becoming a customer)
Try talking to the sales team to get a sense of the people who buy your products/services and who don't. Knowing this could give you a starting place for content creation as well.
Q: Any idea when Hubspot will get instagram integration for analytics?
Q: What's the future of content? Will it always be blogs? What else is emerging?