The Marketing Microscope is the official podcast of E2M Solutions Inc. The focus of this podcast is to examine the nitty gritty details of topics related to copywriting, content marketing, SEO, web design, business practices, and much more. We will bring in guests from all across the business world to offer their unique experience and intuition. Hopefully, you can learn a thing or two from these segments, apply it to your own day-to-day, and hear some wisdom you have never heard before!
The State of Content Marketing in 2020 with Jodi Harris
Greetings fellow marketers! Thanks for joining us for another episode of The Marketing Microscope!
Today’s episode is all about content marketing!
In this episode, I welcome Jodi Harris, Director of Editorial Content at Content Marketing Institute and Editor-in-Chief of CMI’s magazine, Chief Content Officer. If you’re in content marketing, you’ve more than likely read a few of her posts!
In this episode, Jodi and I talk about content marketing as a whole, the 2020 outlook, and how content marketers can bring their game to the next level.
We kick the show off with Jodi sharing a few of her favorite content marketing campaigns.
The Coerced – by the Atlantic – to promote the Netflix show “When They See Us”
The Black Cube Chronicles – The New Yorker.
The Will to Die – the audio promotion of a book written by Content Marketing Institute’s Joe Pulizzi
We then get Jodi’s unique definition of content marketing, and what it means to stand out from the crowded digital space.
Spoiler: Content marketing is all about creating a story that builds trust!
Jodi and I then examine the differences in content marketing from a B2B versus B2C perspective and the dominant channels to keep in mind in the 20s and beyond. Speaking of channels, we discuss the rise of AR and VR – as well as how to properly experiment in content marketing.
After a brief intermission, Jodi and I talk about client management. More specifically, convincing clients to invest in content marketing. We then touch on the topic of personal branding and where it fits into the process of building trust.
Jodi and I shift gears to the nuts and bolds of starting a content marketing strategy from scratch – using my camping rental company startup as an example!
As the show comes to a close, Jodi gives us her take on how to convince clients to invest in content marketing. She gives us some insight on how agencies can build trust with potential clients – as well as some red flags to be aware of.
In true Marketing Microscope Fashion, we get some excellent parting words from Jodi to new content marketers:
“If your content is being driven by the demands of your job and not the demands of your audience, you’re doing content marketing wrong.”
If your looking for some good tips on content marketing – or just want to nerd out with us – definitely give this episode a listen!
For more episodes of The Marketing Microscope, check out our website or look us up on iTunes and Stitcher!
Our Website - https://www.e2msolutions.com/podcast
Find Us on iTunes - https://podcasts.apple.com/in/podcast/the-marketing-microscope/id1446251517
and Stitcher - https://www.stitcher.com/s?fid=210559
Educating Clients on SEO with Steve Wiideman
Welcome back faithful listeners!
We’ve got an awesome episode for you today! We welcome SEO veteran and one of our good friends at E2M, Steve Wiideman of Wiideman Consulting Group. Now, we don’t throw around the term “SEO veteran” lightly. Steve has been involved in the search industry since before Google became the face of SEO!
Steve has seen it all in SEO – and he’s got all sorts of knowledge and insight to share!
In this episode, our focus is mostly on educating/managing clients on SEO.
We start the show by getting Steve’s take on what SEO looked like at the beginning, the challenges, and old tactics that used to work wonders. Fast forwarding to 2020, we discuss some of the biggest challenges currently facing SEOs and what the near future might bring.
We then get into the specifics of managing clients from the initial consultation to setting up an SEO audit. Steve touches on one of the most important aspects of being an SEO agency: conveying technical speak to clients in a way they understand!
The first segment continues with more information on audits, building an SEO roadmap, and some commonly overlooked strategies.
We end the first half by getting Steve’s take on the February 7th update and what it all means!
We pick up episode 16 after the intermission with more insight on client management. In this scenario, Steve talks about what to do if your client’s website takes a hit in the middle of a campaign. This segues into our discussion on client transparency and how vital it is to being a successful agency.
Taral takes the lead on some technical questions – including mobile-first indexing, SEO-friendly design approaches, and fragmented URLs.
As the show comes to a close, I ask Steve some big picture questions about link building. More specifically, we echo a topic from segment 1 about Google penalizing sites with bad outbound links and what to do. Spoiler: When linking out, consider implementing Google’s new nofollow attributes:
As per usual in The Marketing Microscope, we close the show with some parting advice from the guest to new people in the field. Steve provides some good approaches for getting involved in SEO, an ideal career path, and how to keep up with the changing industry.
In addition to reading up on the latest industry blogs, Steve recommends getting involved in the following SEO-related Facebook groups:
That’s it for episode 16! If you do anything in SEO/manage clients, definitely give this one a listen!
You can find more episodes of The Marketing Microscope on our website, as well as on iTunes and Stitcher!
Our Website - https://www.e2msolutions.com/podcast
Find Us on iTunes - https://podcasts.apple.com/in/podcast/the-marketing-microscope/id1446251517
and Stitcher - https://www.stitcher.com/s?fid=210559.
Mastering Link Building for 2020 with Brian Dean
Hello marketers! Thanks for checking out the 15th episode of The Marketing Microscope podcast!
Briand DeanWe’ve got a killer installment for you today! We’ve got Brian Dean on the line to talk about link building, SEO, and content.
As you probably know, Brian Dean is the founder of Backlinko, one of the most popular blogs in our industry! I’ve got Taral and Manish joining me again to talk shop with Brian and get into the nitty-gritty details of link building.
We start the show by getting Brian’s take on the toughest aspects of link building these days, some of the best tactics for conducting outreach, and the most ideal times to send your inquiries. Spoiler: it’s generally a smart move to send B2B link building emails after lunchtime.
We get Brian’s take on Google’s new approach to no-follow links, the role of domain authority in link building, and how to build high quality links at scale. As always when we interview SEO experts, we ask Brian’s opinion on the mysterious concept of E-A-T and the most important things that funnel into it.
We discuss how people can get the biggest bang out of their backlinks – it’s all about context, choosing the right anchor text, and placement within the content.
As the first segment comes to a close, we get some amazing insight on how to build links as an e-commerce company – a task that is getting harder by the day.
After the intermission, we get right back into it by discussing the importance of links in author bios compared to within the actual content. Taral asks Brian for his take on nooperener and noreferrer links – then we shift gears back to e-commerce. Brian gives us a few good strategies for internal linking and how to make an online store more navigable.
We get a super interesting answer about linking out to high authority sites and how it impacts rankings. Brian sites a study that all but confirms it does indeed help with SEO – this is in contrast to John Mueller’s comments on the topic.
As we wrap up our link building questions, Brian gives us some techniques that many people might be overlooking – this includes reaching for the stars with PR to target SUPER high authority sites.
Now, to switch to the content side of things, I ask Brian about the biggest SEO + content takeaways from the 2010s, and how exactly he defines “great content”. I also ask how marketers can find a healthy balance between creativity and SEO in content creation.
We get some good insight on evergreen content versus timely – and what exactly this means for the content creation efforts of marketing agencies. Brian and I debunk some general statistics about the most ideal content length, voice search, and how ‘questions’ are influencing keyword research.
As the show winds down, I ask Brian about some of the big content formats for 2020 and beyond – as well as his favorite link building tools. To close out the show, we ask Brian to provide some words of wisdom to new link builders – “start experimenting!”
This was one of the most interesting episodes of The Marketing Microscope yet! If you want to learn more about link building and how to refine your SEO strategies in the next decade, definitely check this one out!
Want more episodes of The Marketing Microscope? Check out our website - https://www.e2msolutions.com/podcast or find us on iTunes - https://podcasts.apple.com/in/podcast/the-marketing-microscope/id1446251517 and Stitcher - https://www.stitcher.com/s?fid=210559.
Conquering Technical SEO with Michael King
Welcome back Marketing Microscopers! We appreciate you checking out the 14th installment of the company podcast!
This one is focused on technical SEO.
We proudly welcome Michael King to the Microscope! King is an SEO expert who works as Managing Director on iPullRank. King is featured on Moz and has spoken at SEO events across the world!
Manish, Taral, myself, and King kick off the episode talking about technical SEO as a whole. King gets into the specifics about the role it plays in 2020, the impact of fast-evolving tech, and how to optimize websites built in the latest JS languages.
We then shift gears to site navigation, where Taral asks some good questions about top-level navigation, its importance from a user point-of-view, and the click depth of pages. King dives into the details of URL structure and how it impacts large e-commerce sites – and provides some expert tidbits on how to build it out!
We begin wrapping up the first segment of the show by discussing loading speed. King gives us his honest take about SEOs relying on Google’s Page Speed Insights and its suggestions. He provides some excellent words of wisdom on what factors to prioritize when analyzing loading speeds, as well as some good tools to use for more accuracy.
After a brief intermission, we get into the thick of e-commerce and how to implement an in-depth SEO audit – especially for sites with tons of products. King provides some expert advice on managing crawl budgets – and how sites that operate in multiple countries can avoid duplicate content issues.
As the show comes to a close, I ask King some more general questions related to SEO as a whole – like whether linking out to high authority sites actually makes a difference in rankings. We briefly discuss tiered linking and its impact on “relevancy”, as well as Google’s outlook for 2020.
King closes out the show by providing five pieces of wisdom for webmasters!
If technical SEO is your game, this episode is a must-listen!
To hear more episodes of The Marketing Microscope, check out our website - https://www.e2msolutions.com/podcast or find us on iTunes - https://podcasts.apple.com/in/podcast/the-marketing-microscope/id1446251517 and Stitcher - https://www.stitcher.com/s?fid=210559.
Navigating the Evolving World of Paid Advertising
Thanks for checking out the 13th installment of The Marketing Microscope. Things got a little crazy at the end of the year – you know how that goes – so we had to take a brief hiatus from podcasting.
We’re excited to announce we are up and running again with a fresh episode!
ln this installment, I welcome Daniel Daines-Hutt, Founder of Inbound Ascension and AMP My Content to talk about paid promotion. Daniel has been working in marketing for the better part of the 2010s and primarily works on the retargeting/remarketing side.
Now, this one was a little bit out of our comfort zone at E2M – as we do not typically dabble in paid advertising. I learned a great deal from this episode and hope you do too!
We kick off the show discussing what paid promotion is and how it differs from organic – our bread and butter at E2M.
Daniel gives us a super in-depth rundown of the process involved in paid promotion, as well as the trends we’re seeing. We discuss how to conduct research for a campaign, the major channels, and some of the best-kept secrets – as well as common oversights in paid advertising.
As the show goes on, Daniel and I talk about how copywriting plays into paid ads, as well as the visual aspect. We end the first segment of the show by talking about viral triggers and how they impact consumer behavior.
Segment two picks up with a hypothetical situation. The purpose is for Daniel to walk us through how to plan out a paid promotion campaign from start to finish. He gives us some awesome insight on how to conduct research, set a budget, pinpoint the biggest factors early on in the strategy, as well as provides a solid list of do’s and don’ts.
We then shift gears to outsourcing and how to find a good firm. Spoiler: it’s all about finding firms that ask detailed questions about your target audience, goals, and challenges – similar to finding an SEO provider.
Daniel then talks about testing the campaign, understanding the big KPIs, and keeping tabs on the process. As the show comes to a close, Daniel gives us some good advice for adopting a healthy mindset in paid promotion, as well as provides some good career advice for those in the field.
If you’re interested in paid advertising, this episode is a must-listen! Daniel recently published an eBook on copywriting for direct response. Check it out!
For more episodes of The Marketing Microscope, visit the E2M website - https://www.e2msolutions.com/podcast, or also, find us on iTunes - https://podcasts.apple.com/in/podcast/the-marketing-microscope/id1446251517 and Stitcher - https://www.stitcher.com/s?fid=210559.
Podcast on the SERPs, Content Marketing, Voice, and E-A-T with Barry Schwartz
Hello Marketers! Thanks for taking time out of your day to check out the 12th installment of The Marketing Microscope Podcast! In this one, Manish, Taral, and myself welcome Barry Schwartz, editor on Search Engine Journal and operator of SEO Roundtable.
We start the podcast by talking about podcasts themselves. Google has recently started displaying podcast files directly on the SERPs. We get Barry’s take on how podcasters can play by the rules and get their content ranked. For reference, check out Google’s Developer Guidelines for Podcasts.
After a brief touch on video SEO, we unpack Rand Fishkin’s findings that less than half of organic traffic results in clicks. Should this concern SEOs?
Barry gives us his take on the changing nature of link building, as well as some of the most important ranking factors to consider - beyond quality content and links. SPOILER: Google’s recommendations are not laws written in stone!
As we begin to wrap up the first segment of the show, Barry shares his insight on the effects of Featured Snippets and some of the big patterns we’ve seen in Google’s recent algorithmic updates.
To kick off segment two, Barry tells us how he personally stays updated in SEO. The key is to just keep reading and staying up-to-date on the industry chatter!
Given that SEO is the focus of this podcast, we felt obligated to ask Barry about his take on E-A-T - and if it’s really as important as everyone thinks. He also gives us some good wisdom on how SEOs should use the Quality Rater Guidelines.
Moving on from E-A-T, we ask Barry about some of his favorite SEO tools and whether some tasks are better carried out manually. From here, Manish takes the ball as we dive into the concept of voice search. More specifically, why it hasn’t caught on like many SEOs envisioned a few years back….
We touch on how voice search has evolved, as well as which types of businesses should be investing heavily in it and how they should do it. Basically, it comes down to ranking for Featured Snippets!
As episode 12 comes to a close, we get Barry’s take on citations and why they are so important for ranking on the local SERPs.
Barry closes out the podcast by giving his humble advice to the search community, as well as budding SEOs and bloggers!
To listen to more episodes of The Marketing Microscope, visit our website or check out our profiles on iTunes and Stitcher!