Below is the transcribed version of the video.
Hello everybody welcome to another edition of Feet Up Friday I am your host Brendan Gilbert. This week we're talking about what Rob Gronkowski, the New England Patriots tight end - we all love him here at the PatraCompany office - has in common with content marketing. To help explain this analogy we will need a team and a game plan.
This here is the marketing team:
- Quarterback = Content Writer
- Football = Content
- Customer = End Zone
- Football Field = Google
- Offensive Coordinator = Marketing Director
- Running Back / Tight End / Wide Receiver = Delivery
- Defense = Competition
The Game Plan
- Running Game = Organic Search
- Passing Game = Paid Search
Scenario #1 - Run Heavy
You have 4 plays to get the ball to the customer, who is the end zone, your marketing director, aka offensive coordinator, decides to run four consecutive running plays. The first two runs gets you a couple yards and then you get a loss of yards on the third. The final play you end up getting stuffed at the line because the defense predicted your next play resulting in a failure to get the ball, the content, to the customer.
Scenario #2 - Balanced
Again, you have four plays to get the ball to the customer in the end zone. This time your marketing director decides to balance the offense by mixing in some running and passing plays. This allows you to keep the defense guessing and capitalize on different avenues of delivering the ball, the content, to the end zone. Using both organic search, the run game, and paid search, the passing game, allows you to have a greater chance of success.
The main point I am trying to make is that you want to balance your organic search with some paid search. If you are only pursuing one then you are automatically admitting defeat with the other. You should be taking advantage of both routes to help deliver your content to the person looking for it.
One recent study found that up to 80% of people ignore ads. That means if you have 100 people query keywords your trying to rank for only 20%, or 20 people, will actually click an ad related to their search query.
Another recent study found that 67% of traffic goes to the first five positions. That means if your capable of ranking for the first five positions on Google - which is not an easy task by any means - you will, in theory, get 67 of the 100 people who searched for the keywords you rank for.
So the best option here is to execute on both of these to your best ability. You may not be able to get the first five positions plus your ads displayed at the same time but its a possibility. That means you could be driving up to 87% of traffic to your website, effectively crushing your competition into the page two black hole and beyond.
For those who are now wondering what does any of this have to do with Rob Gronkowski, I think I will let you see if you can make the connection. The answer is at the end of the video, if you feel like taking the easy way out, or feel free to comment below if you have figured it out.
PS - Be sure to download our Website Traffic Content Marketing Case Study featuring our client, Wallboard Supply Company. It will show you how we helped their business almost triple their web visits. It will also introduce your business to the power of blogging and help you balance out your company's marketing game plan.