0:01

Welcome to Marketing School, the only

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podcast that provides daily top level

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marketing tips and strategies from entrepreneurs

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that practice what they preach and live

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what they teach. Let's start leveling

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up your marketing knowledge with your instructors,

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Neil Patel and Eric Sue. All

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Right, guys, before we start, we got a special message

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All right, so today we're going to talk about the paradox

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of experts versus beginner

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content. So this was a post written by Rand

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Fishkin of spark Toro. So

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if you really just type in paradox

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of content marketing to beginners versus experts,

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you will find a great blog post

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from Rand And basically

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the whole idea is this, when you are writing

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beginner content, it tends to get

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a lot of traffic, right. So if you write like

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what is marketing? What is digital

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marketing, that's going to drive a lot of top of funnel

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traffic, but it typically doesn't get the

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links right, or you typically don't get a lot of reshares

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because experts typically aren't sharing that type of stuff.

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Now, expert type of content might be well

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researched guides or you know, very

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specific data that you have. So it could be Neil

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pulling from his uber suggest data and revealing

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a lot of kind of trends around SEU that he's seeing,

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maybe numbers around click through rates and things like

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that, right, or maybe he can talk about if he's open

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to it, talk about, you know, a monthly recurring revenue

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numbers, churn numbers and things like that which

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typically most people won't reveal. So

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the paradox here is that what

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content should you be creating? Should it be expert

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level or should it be kind of beginner level,

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right, because there's different levels of amplification that

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you're going to get. So I thought that to be

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fairly. I think it's an interesting thing and Neil and I

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can kind of react to this. So Neil what

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are your general thoughts around this? So, what I

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found is when you create expert content, you're more

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likely to get the social shares and the back links,

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but the expert content tends not to rank as well

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on Google. The beginner content

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doesn't get as many back links, it doesn't get as many social

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shares, but you get way more search traffic.

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So what we found is you actually

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need a creation of both. You need

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the expert content to build the authority, to

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build the back links, to get the social shares, to

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build the email lists in the audience, and then you

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need the beginner content to gobble up the search

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traffic. We've actually found it very difficult

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to create content that appeals to both experts

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and beginners that gets back links, social

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shares, and ranks well on Google. You

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tend to either get back links and social shares, which

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are one bucket, or search

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traffic. Right, It's very rare

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that you get all three in

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one. Yeah, So I'm

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actually looking at the blog post right now. He actually has

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there's a chart with for different quadrants,

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and basically if I'm

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looking at this right now, it's kind of a mix

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right to Neil's point. But again,

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if I want to have something that is

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going to have wide appeal and maybe sits

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kind of in the middle of kind of beginner versus

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advanced. I might be considering industry

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news. Right, So if we think about marketing

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Land, or we think if we think about search engine Land, those

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sites get a lot of traffic and they actually

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have a lot of links because they're hitting on trending topics

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right, and trending topics tend to get links

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that they tend to get social shares because people want to look smart

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or people want to just link to kind of the first reference being

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spoken about, and what happens is the rich

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get richer. Right for search engine Land, their

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domain authority is very strong, so whatever

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they tend to publish around news, they're going to do well.

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I would argue that, you know, Neil has pretty strong domain

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authority. Same thing with the Single Grain blog. We

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have strong domain authorities. So if we were to go down

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the news route, we would actually do pretty

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well. Now the discal research

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I just mentioned that a little earlier. It tends to take

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a lot of time, but much more people are willing to

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share it because if you're sharing it with people

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that are influencers. Let's say, in the marketing world,

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they're much more likely to share something because again

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they want to look good, they want to look smart. Right, More

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specialized experiment results. Right. So I think

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this was interesting. There's a lot more to explore within

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here, and you got to think

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about what works for you, right. Also consider your

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writing style and consider who you're hiring, and

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then you can think about what mix is most

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ideal. Because even though Neil saying mix it up,

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your knowledge may vary, right, Every single business is

4:22

different. So that's it. If

4:24

you want to learn more about how you can grow

4:26

your business, check out marketingschool

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dot io slash prom

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There you go. We

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appreciate you joining us for this session of

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marketing School. Be sure to rate, review,

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and subscribe to the show and visit marketingschool

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dot io for more resources based

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on today's topic, as well as access

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to more episodes that will help you find

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true marketing success. Tax

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marketingschool dot io until

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next time. Class dismissed.