If Tempesta Media CEO Michael Marchese has learned one thing in his 30 years in the marketing industry, it’s that “content has to be written by experts within your industry because only they are going to truly understand the infinite details associated with that industry.”
Expertise is in greater demand than ever. So, too, is the demand for branded content. Some have looked to AI to scale their online presence, but there’s been a backlash that highlights the need for humans to retake the reins and ensure brands are delivering engaging content to followers and prospects.
Is expertise all it takes to succeed? Michael explains there is a lot more to getting content marketing results in a 30-minute interview with Steve Preda, business growth specialist and host of the Blueprint Podcast.
You can find it on YouTube or Podbean, or read the transcript on Steve’s website.
Learn About Content Marketing Success from an Industry Expert
To better understand current digital content marketing trends, it’s important to look back on how the industry evolved over the years.
Prior to founding Tempesta Media in 2011, Michael worked with one of the country’s largest media and advertising agencies. As the demand for digital content rose, many brands couldn’t keep up. In Michael’s words, “They were in the business of making mobile phones, cruise ships, movies, you name it, but they were not publishers of content— specifically content that could be consumed by their audience.”
Several content mills emerged in an attempt to fill this gap, but a lack of quality and expertise often held brands back.
As these two industry trends collided, it became apparent that a mix of frequent publishing and high quality was the key to success.
What Does It Take to Succeed With Content Marketing?
In the interview, Michael discusses invaluable insights into what makes content marketing effective from an ROI perspective.
The Content Framework That Makes All the Difference
What makes Tempesta Media different from other vendors? The answer is a framework known as the Bullseye Effect.
This content marketing framework is the result of over 20 years of experience evaluating several hundred million dollars worth of marketing campaigns. It prioritizes strategies with the highest ROI while creating a path for scalability and future growth.
Listen to the Blueprint Podcast episode to learn more about this framework and how to apply it.
Search Algorithms and Expertise
Michael states: “There’s been such a change in the search engine algorithms to focus on quality, relevancy, and expertise.”
Over the past few years, Google and other search engines have leveraged technology to align trust and quality with search intents. This trend gives content developed by authors with relevant credentials a clear advantage in SERPs.
However, finding the right level of expertise can be challenging: “We have vetted over 27,000 U.S. industry experts, and what we found is that fewer than 3 percent of them have that level of depth of expertise and quality of communication to be able to write for our customers,” Michael shares.
He goes on to define what makes the ideal expert for content development: “One is they have to be from your industry. The second part is they have to intimately understand your business. The third part is actually a technology component that many people don’t realize.”
Maximize Your Content’s Impact
Get better content marketing results by applying proven strategies.
Start by listening to Michael’s interview on the Blueprint Podcast. You’ll gain valuable insights into recent content marketing trends, proven methods for content ROI, and Tempesta Media’s unique process for creating content that ranks.
You can also read the eGuide to the 100 mistakes businesses make when developing their content marketing program, which Michael mentioned toward the end of the interview.
