0:05-0:17 Morgan Flores: Before we dive in, can you share a bit about your time at Impressive and your expertise in content as we discuss content strategy and content gap analysis today?
0:18-1:54 Russ Macumber: Absolutely. I’m the co-founder and Managing Director of Impressive's US agency, which we launched a few years ago. Our Australian agency began in 2016, and I joined in 2017 to lead the sales team and help scale the agency. Our work primarily focuses on retail, e-commerce, and multi-site businesses. In terms of my background, I’ve been involved in marketing for around 25 years. I started in copywriting within the hospitality industry, creating marketing programs for pub groups. Later, I worked as a freelance copywriter, which significantly shaped my approach to content. My belief is that compelling copy is essential for motivating people to engage with content, whether it's a blog, email, or ad. This foundational belief in the importance of copy continues to influence how I approach content strategy.
1:55-2:38 Morgan Flores: Your diverse background, including being a DJ, seems to enhance your storytelling skills. Many business owners are eager to produce more content but might not understand what content gap analysis is or why it’s essential. Can you explain what a content gap analysis is and why it's crucial for finding a niche in today’s market?
2:29-4:27 Russ Macumber: Certainly. Content gap analysis is a strategic process that involves identifying gaps in your existing content and discovering opportunities where you can stand out. It starts with understanding your strengths and the current content you have. Next, you assess where competitors are covering certain topics and identify areas where there is a lack of coverage or where you can provide more value. This process helps you pinpoint areas where you can create content that fills these gaps and addresses your audience's needs more effectively. By finding these niches, you can compete more effectively against well-established players and attract more relevant traffic. Essentially, it’s about being strategic with your content to ensure you’re not only filling gaps but also standing out in a crowded market.
4:28-4:57 Morgan Flores: Are there any tools you use for content gap analysis, and how can business owners benefit from working with an agency to access these tools?
4:58-6:21 Russ Macumber: There are several tools commonly used for content gap analysis, such as Ahrefs, SEMrush, and Screaming Frog. These tools help in analyzing site data, finding keyword opportunities, and assessing competitors. However, they can be quite costly. Working with an agency provides access to these tools and the expertise to interpret the data effectively. The real advantage of working with an agency goes beyond just the tools. It involves integrating insights from customer feedback, reviews, and direct interactions with customers. This deeper understanding of customer needs, combined with data from these tools, allows for a more strategic approach to content creation. The tools provide data, but the human element—understanding customer behavior and connecting that with content strategy—is crucial for success.
6:22- 6:55 Morgan Flores: The application of content gap analysis seems to be crucial.
6:55-8:13 Russ Macumber: The tools provide data, but the human element—understanding customer behavior and connecting that with content strategy—is crucial for success.
8:14-8:26 Morgan Flores: Can you share a successful example where content gap analysis significantly impacted a content strategy?
8:27-11:02 Russ Macumber: Sure. One notable example is our work with a fitness client called Top Fitness. Initially, their strategy focused on driving top-funnel traffic through generic blog posts about topics like proper bicep curl techniques. However, their product range was high-value, such as $4,000 fitness equipment, which was a significant leap from the topics they were covering. We identified that this approach wasn’t effectively targeting customers closer to making a purchase decision. We shifted the strategy to focus on expanding their mid-funnel content by creating detailed category pages for different types of products. We grew their categories from around 20 to about 100, incorporating subcategories and optimizing for relevant search terms. This change helped attract customers who were further along in their buying journey, leading to increased traffic and improved conversion rates. The refined strategy not only brought more relevant visitors but also shortened the sales cycle, making their paid campaigns more cost-effective.
11:03-11:36 Morgan Flores: It’s clear that content gap analysis is just the starting point for a robust content strategy. I’ll kind of shift a little bit, thinking of other players in the game. Are there any CEOs or thought leaders you follow on LinkedIn who offer valuable insights on content strategy and SEO?
11:36-12:50 Russ Macumber: Yes, there are a few key figures I follow. Andrew Holland is excellent for content strategy insights, and Ross Hudgens, based in Austin, offers great perspectives on content and copy. On the more technical side, Venkata Pagadala is notable for his work with programmatic SEO and AI. He utilizes Python and other tools to extract and optimize content effectively. These individuals regularly share valuable strategies and updates on LinkedIn, which are incredibly useful for staying informed about the latest trends and best practices in content and SEO.
12:50-13:20 Morgan Flores: LinkedIn is indeed a treasure trove of valuable information. Lastly, how is Impressive disrupting the industry, and are there any recent developments or achievements you’re particularly excited about?
13:21-15:22 Russ Macumber: Impressive is making strides in both customer service and technical innovation. We were honored last year with an award for best customer experience at the Austin Business Awards, making us the first marketing agency to receive this recognition. This award highlights our commitment to exceptional service and communication. On the technical side, we recently launched Scale.io, a new tool designed for programmatic SEO. It includes features like rapid indexing and smart internal linking. This tool addresses common quality issues associated with programmatic SEO and enhances efficiency for e-commerce sites. We’re excited about its potential to improve our clients’ SEO strategies and drive better results.
15:23-15:40 Morgan Flores: It’s great to hear about these innovations and your focus on quality. Thanks for sharing your insights
15:41-End Russ Macumber: You’re welcome. Balancing data, strategy, and customer insights is key to achieving success in content marketing.
