Tim Hughes explains how to build a content strategy around search keywords like "digital transformation" (3.5 billion results). Map each buyer problem to a piece of content, then spread those assets across LinkedIn and YouTube to drive visibility. Use AI to draft and brainstorm, but not to replace your thinking.
About 3.5 billion pages.
And it may be words, it may be phrases. And usually we get people saying, you know, for example, Salesforce is a client of ours. And quite often you'll get a salesperson saying, oh, digital transformation. You say, yeah, okay, go to Google, put in digital transformation. You'll see that there's 3.5 billion pages. So, so you're not going to stand out. And you also need to put yourself in the buyer's shoes. So, for example, we had someone come to us saying, we're looking for programmatic, so social selling. And we said, yeah, yeah, we do that. It's programmatic. You, you follow a number of steps. They said, well, we searched for you on Google for programmatic social selling, and, and didn't find you. And I said to my business partner, Adam Gray, yeah, but we're not, we never thought of that as a search term. So you need to really, really think about this hard. Now, you can use Chat GPT to do this. There are certain websites that will, will do this, but you still need to, There still needs to be a human element. Chat GPT, it doesn't give you all of the answers. It will give you some of the answers and some of that you can check. Now what you're doing at that point is, is, is as soon as you sit down and you work that out, there's a number of benefits that you get from that. First and foremost, you've got, you've got a content plan. So every single line where you said, this is a problem, this is a problem, this is a problem, this is a problem, this is a problem, this is a problem. You basically need to create a piece of content. And if you are using YouTube, you need to make sure that you. So, so to make sure to, to get subscribers and get people to your videos, you need to have all of those videos. Even if that's not what you're. Even if that's not what you're trying to sell, you're using those videos, in effect, to provide the keywords that people will search on to come to your YouTube channel. The other thing is that what I've just said is the keywords, it's important that on every single platform that you're on, social media platform, that those keywords are in your platform. So, for example, when you write, if you've got, on your LinkedIn profile, all of those things that you've written down are basically sprinkled through the platform. You don't need to put them in the summary or the title, which is what some LinkedIn trainers tell you to do. It's rubbish. But what you the way that Google sees LinkedIn is basically a string of text and so you need to have those those there. So from, from a way how can I attract people to me those some of, some of the things that you need to think about. So it's about having, doing the brainstorm, having the, the, the, the videos and the content both written and video and the keywords. Clearly if you do videos you can get the, you can, you can get AI to basically take the, the written word and turn that into a written piece but those are the things you need to do if you want to basically get people to come to you.
And let's, let's talk about AI. That really leads me to the final section I want to cover with you. I want to be respectful of your time. We really appreciate the insights you've been so kind to share with us.
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