Three Content Types for Your Business – AUDIO


[soundcloud id=’124258419′]

I’m experimenting with faster ways of creating and sharing insights with you and today is my first post showcasing how I’m using Soundcloud as a platform to capture what I want to share with you and and getting it to quickly and efficiently.

This first online marketing tip is all about Three Content Types for business and how you can use this framework to help you create content that will benefit your business.

Technical Information

For those of you interested here is  how I created this audio.

  • Audio captured on iphone5 using Bossjock Studio.  Note I coudl have used the native soundcloud app on my iphone but the Bossjock app has some flexible export functions and hooks into Dropbox and more.
  • I ran the audio through Auphonic to clean up the audio as I was recording in my car.
  • Uploaded the audio to Soundcloud
  • Embedded the audio in my WordPress blog using Soundcloud is Gold WordPress Plugin

I think in future I’m going to look at transcribing my files so that the text is on this post as well.

Let me know what you think?  I’d love some feedback.  And please don’t mind the intros..I’m still experimenting with the format.

Hey there. It’s Edmund Pelgen from We’re having
another online marketing conversation for real businesses. And today I
wanted to talk about three ways of thinking about content for your website
or your business to help you come up with ideas for content creation.
Because it’s one of the things that I hear all the time. “Hey, I’m running
out of ideas,” or, “I just can’t figure out what do I write. I sell
electrical distribution boards. What the hell do I put on my blog?” Right?

So these three ways are as follows. The first one is this: think about
news. People come online looking for news. News is the content that fuels
many of the largest websites on the internet. And the beauty of news is
that it’s ongoing. There are always great new sources of news. And it’s a
great way for creating content for your website.

And the way that I recommend you do it is to become a source of online news
for your marketplace. If you do sell electrical distribution boards, for
example, you probably operate in a broader market of construction or
engineering. And so imagine all of the news topics around that marketplace
that you could comment on.

And you don’t have to write the news, but you can report on the news. So
what I like to call it is news curation. You would basically follow all the
leading news sources in your marketplace. You pick the best stories and
write a short blog post about those stories on your website. Tell them this
is the story, this is what happened, this is what I think about it, this is
why I think it’s important to you, and this is what you should do about it.
And if you want to read more, here’s a link to the original source.

Boom, you’ve got an interesting blog post. That’s a news source. So pop
that onto your website. So that’s the number one thing. News. It’s a great
and easy way to create content for your blog.

Now, the second way to think about content and ideas is that… think about
how people go online to answer questions, and how those questions relate to
your products. A classic example I can always refer back to is Marcus
Sheridan of Marcus is an amazing content marketer and a
blog content creator for small businesses. And he really… I guess he’s
well-known for answering the questions that your market has, right?

So think about what you sell, and think about the pressing questions that
people have around that product. And in Marcus’s case, he runs a pool
company that sells fiberglass pools. And so he knows that in his
marketplace, people always ask, “What’s the difference between a fiberglass
pool and a cement pool or a concrete pool? What are the advantages of one
over the other?” So they do searches like “fiberglass pool versus concrete
pool,” or, “best price concrete pool fiberglass pool.”

So his premise is that you answer the questions that they have about your
product. And the beauty is, most people aren’t willing to write content to
answer these questions, right? So if you are the first to talk about price,
if you are the first to talk about problems, if you are the first to talk
about features or benefits about your product versus other products in an
honest and open way, then Google is most likely to rank your content and
put it in front of those target customers.

So sit down and brainstorm, and think about all the questions that your
customers have about your product. Think about all the comparisons. You
know, the versus type of questions. Think about the pricing questions.
Think about the problem questions they have. Think about all of those
things. And I guarantee you’ll come up with a list of 10 to 15 questions
that you can write blog posts or answers around.

And now the third thing. The third way to think about content to help you
generate ideas for your website is think about how people go online not
just to answer questions, but to look for information. And I guess this is
the Wikipedia model. People will go online looking to educate themselves,
looking to find out more information about a specific topic. And typically
what they’ll find, or Google will present them, is an online resource. A
guide, a checklist. The ultimate checklist.

And I like to call this the evergreen content concept, where the content
that you create is valid for a long period of time. It’s not time-
sensitive, meaning that it’s not only important this week or this month.
But it has a long-term application. And these are the sorts of guides that
are great for your website, because if you write a great piece of content
that becomes the industry go-to point for that topic or that question,
people will continue to link to it. And that’s why it’s called evergreen.
It has long-term applicability.

And the beauty of this sort of content is that people will find it, and
people will share it, and constantly link to it. And over time, it will
grow links. And we all know that links are important for building your
authority and trust, and helping you rank. So, evergreen content.

So the first one, remember, is news, the second one is questions that the
customers have about your product or service, and the third thing is
information. So if you write content around those three areas, you should
not run short of ideas for your website or your blog, all right?

That’s been another online marketing conversation with Edmund Pelgen from If you’ve got any questions, please visit the blog,
post them up there. I love to hear from you. Thanks again.