TL;DR: On the “Actionable Marketing Podcast,” Eric Piela hosts Leah DeKrey from CoSchedule, where they discuss effective strategies for blog growth. The conversation revolves around practical advice for elevating a blog’s presence, emphasizing the importance of executive support, content quality, and the creation of standout, actionable content that educates and engages readers.
In the episode of the “Actionable Marketing Podcast,” host Eric Piela interviewed Leah DeKrey, Content Marketing Strategist and Blog Manager at CoSchedule. The discussion centered around tips for growing a blog.
Blog Success: Exec Buy-in, Quality, Unique Content
The episode titled “Blog Success: Executive Buy-in, Quality, Unique Content” began with Piela highlighting CoSchedule’s unique approach to blogging.
He posed his first question to DeKrey: “How did CoSchedule’s blog evolve into what it is today?”
DeKrey attributed the blog’s success primarily to the early support from executives and management.
She emphasized that this initial buy-in was instrumental in establishing CoSchedule’s blog reputation.
Additionally, CoSchedule’s commitment to high performance standards played a significant role.
Acknowledging the point, Piela then inquired about the strategies CoSchedule employed to differentiate its blog in the marketplace.
DeKrey responded that CoSchedule focused on creating content that was “remarkably different” from competitors. At that time, the blogosphere was saturated with low-value listicles, which prompted CoSchedule to elevate its content quality and performance standards.
In summary, the key takeaways from the discussion are that executive support, rigorous content standards, and the pursuit of uniqueness are essential components of a successful blog, especially in a competitive online environment.
Content Success: Go Big, Be Comprehensive, Outshine Competitors
Piela wanted to expand on the topic of CoSchedule’s content strategy.
He pointed out that the approach is built on four foundational pillars that set the standard for the blog’s performance.
He was particularly interested in the first pillar, especially in the context where many blogs typically publish articles ranging from 500-1,000 words.
Piela highlighted that CoSchedule always aims for “a little bit more.” He then invited DeKrey to elaborate on CoSchedule’s philosophy regarding content length.
According to DeKrey, CoSchedule’s top concern is that blog posts have to be comprehensive. “And what that means is we won’t really post anything under 3,000 words.”
She further elaborated that when CoSchedule’s content is said to be “comprehensive,” it signifies an ambition to produce the most thorough content available on the internet.
To achieve this, DeKrey described how she applies the “skyscraper technique” to her content creation process.
This involves researching existing articles on a given topic and then substantially adding to them.
Her approach is to strengthen what’s already out there, infusing it with additional insights and information to ensure that CoSchedule is the ultimate online destination for learning about those topics.
The takeaway is that marketers should focus on creating comprehensive, in-depth content (over 3,000 words) using the “skyscraper technique” to outshine competitors and establish authority on specific topics.
Actionable Content: Teach and Guide for Engagement
Piela observed that the unique depth of CoSchedule’s content, as previously discussed, is a significant differentiator.
He moved on to the second pillar, emphasizing that CoSchedule’s content must not only be comprehensive but also provide real value.
DeKrey agreed, stating that this leads perfectly into the second pillar of CoSchedule’s strategy: the content must be actionable. She believes that the essence of actionable content is its educational value.
As examples, DeKrey detailed how CoSchedule incorporates practical elements into their content strategy.
They use screenshots to clarify points about images, employ the “How to” formula to craft compelling headlines, and provide templates to simplify the content creation process.
CoSchedule’s objective is to guide users step by step. DeKrey contrasted their approach with less helpful content, adding, “Instead of just saying, ‘Oh, go into Google Analytics and find this,’ we show how to find it.”
The message is clear: to stand out, content should be actionable.
By focusing on teaching and offering hands-on guidance, businesses can improve the user experience and foster deeper engagement with their audience.
Takeaways
1. Achieving a successful blog in a crowded digital landscape requires executive buy-in, adherence to strict content standards, and the development of content that is uniquely remarkable.
2. By crafting extensive, detailed content of over 3,000 words and employing the “skyscraper technique,” marketers can eclipse their competitors and become recognized authorities on chosen subjects.
3. Stand out by offering actionable content; prioritize educational value and practical guidance to improve user experience and promote audience engagement.
Listen to the episode here.
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