Episode 5: You need a content strategy

- How can I get to the top of Google's first page?

- What is keyword research and why is it important?

- What's the best way for folks to find me on search engines?

- What are the advantages of keyword research for your company?

- What are the advantages of keyword research for your company?

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I had a lot of questions for Arrigo, and he answered them all.This is a must-see (or listen) episode!

Arrigo Lupori: It's more about understanding what people are searching on search engines understanding the trends and writing based off of those topics. And if you can align those topics to your ideal customer or to somebody who, uh, is willing to purchase services online.

Jesus Vargas: Hey, welcome to another episode of the Low Code Podcast. Today we have a great guest Arrigo Lupori, he's from Italy, he is a content marketer, he's great at content, he helped us a lot at LowCode, uh, with our content strategy and figuring out who's our client, who should we target, and that's the goal of today's podcast.

We want to learn more about how to get your first users. Something that a lot of our clients struggle, a lot, a lot of small and medium businesses struggle, especially when they have an app or their business is tag-based, they get an app either with no-code or low-code or code, whatever, and then how did they get their first users?

And Arrigo is very good at that. So I'm very happy to welcome Arrigo, how are you today? 

Arrigo Lupori: I'm great, thanks. And that was an awesome introduction. So thank you very much for welcoming me and, uh, yeah, I love the topic, so, uh, happy, happy to share my knowledge. 

Jesus Vargas: So let's start, tell us a little bit about yourself and how you ended up learning about like content and marketing and user acquisition.

Arrigo Lupori: Yeah. So I started as a writer, uh, as a hobby, primarily, it was just my passion. But then eventually it kind of snowballed into blogging because I wanted to share what I was writing online. And I knew that if I was just going to be a perfectionist, that wasn't really going to achieve anything because I had to just push out stuff and try new things and see if they, uh, if they stuck, essentially. 

And so I just, started to blog, started writing some short articles, tried a few things on social, but then as I went on, the more, the more I experienced how blogging works, the more I realized that it's all about marketing. It's not necessarily just writing itself, it's more about understanding what people are searching on search engines, on understanding the trends and writing based off of those topics.

And if you can align those topics to your ideal customer or to somebody who is, uh, is willing to purchase services online, to purchase products online, that's really powerful for the longterm, because search engines, uh, allow you to get traffic consistently over time and that compounds over time, and it gives you a lot of, uh, power over competitors as well.

Jesus Vargas: Yeah. Something, I do like blogs and, and doing good content and, and I think you and I agree on this. Because with apps you're spending money every day, right. And you show an ad, but then it doesn't convert, so you already spend money. With content, it might take longer, or for, like to get results for you to show up on Google on the first page or whatever.

But then when it does, use it, and if you keep up the good content you stay there and then it's not free, right? Because you're paying for content, or you're writing it yourself? Probably, sometimes people would rather click on the first or second or third link that's not an ad. So you see a bunch of ads and then you find like a first, and the goal is to be there, right. 

So I it's high intent keywords, is that right? The right term? 

Arrigo Lupori: Yeah, they're very, well, if you're comparing like advertising with just organic content marketing, which is the technical term, um, they're very different customer acquisition strategies, because as you said, in advertising you have to pay attention to how much you're spending compared to exactly how much you're getting back.

Whereas with content it's more about, are we establishing ourselves as a powerful brand in our niche and are people recognizing us as the, uh, the place to go to learn about a specific topic? Uh, and if, if that answer, if the answer to that is yes, then you're, you're getting a lot of value out of content.

It's not easy to achieve for sure. Um, but it's very powerful, and that's why you hear about niches all the time, because it's very powerful in specific, um, areas that can serve national audiences or even international audiences that may be interested in a very small niche. Or, or even kind of like mid market, I would say.

Jesus Vargas: Okay. With LowCode you helped us with that, with that strategy and content marketing. Um, but does that work again? Um, search, does that work for everyone or is there like a niche or industry, or let's say a type of app or a type of business that, where organic is not the right choice? 

Arrigo Lupori: I've actually had quite a few experiences, as quite a few failures, let's say when I first started doing content marketing, where I consistently saw that, um, mobile app, like native mobile apps was really hard to pull off with content marketing, because the idea is to get feedback quickly using downloads and making sure that, you know, you get users on the phone rather than looking for stuff on search engines.

So that's something that I always struggled a little bit with. I didn't quite understand it. Um, whereas when you're looking at, uh, a platform or something that has to be content-based or even services, services is huge with content because people are constantly struggling to get stuff done for their own business.

And they can't quite figure out, put their finger on what that is, right. And so they search for that on, on Google, and the services is, is huge, it's the best niche is the best, uh, part of doing content marketing. So if you say SAS, for example, which is software as a service, that's the same thing, right? It's a service at the end of the day. 

Jesus Vargas: Right. So let's, let's backtrack, let's start at the beginning. So one of the things, when you are working with content or creating a content strategy, probably, probably, I guess you'll tell us if I'm wrong. The first thing that you have to do is figure out who is your client, or who is your customer, or who are you creating content for, right? Yes. How does that work? How do you figure out, uh, who is your client? 

Arrigo Lupori: Um, so it's a mix of, well, if you haven't had any experience or if you haven't had any customers yet, it's a bit harder, obviously, because you can ask your current customers, you know, what they're interested in and the things that they, how did they choose you and things like that, that always helps.

If you already have some customers, then ask them questions about how they chose you and why, uh, why they're using you compared to other services. But if you don't a way to do it is to use this little tool that's called sparktoro.com, and what it does is you put in a, what an audience may be interested in.

So you just look at your product, you sound a lot in developing X and Y, and I'm interested in seeing, you know, let's put X in this little tool and what it does is it gives you kind of like, some structure of what that persona might look like now, I've always used a mix of tools and, uh, kind of like, um, informed, uh, assumptions about personas based off of the data that I see on Google.

So for example, uh, I'll look at the tool first just to get an idea of these things are the primary things that they look for, and then I'll go and actually put those things on Google. And what it does is it give me kind of like the topics that they're most interested in. And I'll just write those down either in a spreadsheet or in a notebook.

I'll just literally just complete all of the possible topics that I could think about with that specific person in mind. And then one by one to start crossing them off, and I would just say, look, uh, this one is more specific to what I care about. Right? Because there are going to be a ton of topics that you're going to find, but not all of them will be specific to what you offer.

And so you need to cross those off. And once you finish this process, what you have is a nice, kind of like a list of topics that they're interested in and you also get a really good idea of who they are. 

Jesus Vargas: So the goal is, okay, so first you define your buyer persona, who your client is, uh, with interviews, or like trying to figure out who your client is, and then you find out the topics of their interest or they're searching for, and then you start creating content for those topics, or related to those topics. 

Arrigo Lupori: Yeah. And it's really important to understand really kind of like the pain point that sits behind those topics. Really, that's the key of creating a buyer persona, if you're creating, so, you should create it with the objective of understanding the pain point.

And so when you go and look at the topics, you derive the pain point from, from that, and from a, kind of like informed assumptions. Maybe you did some market research, maybe you had some experience with, uh, previous customers. Obviously there's a little bit of, uh, uh, informed, uh, guessing work. 

Jesus Vargas: Does that mean that a pain point is not a keyword that the user is searching and for? 

Arrigo Lupori: It might be, but it's not always a super, hmm, how'd you say? Direct. Like people don't really type in their pain point in that way, it's really hard to decipher from the keyword itself. 

Jesus Vargas: Right. Okay. And then do you think that content is just blog, the blog post? Or, I mean, clearly we have social media and all of that, but, uh, like podcast is a form of content, right?

Um, clearly the blog is a great way to get traffic and to show up on Google. But what other, if we look at content as a whole, we have blog posts, which might be very important. What other different, uh, content strategies are there? 

Arrigo Lupori: That's a good question. Uh, content marketing as a practice, uh, it started primarily around blog posts, because that's where the practice itself was, uh, giving, uh, brands the most value because they cared about being, um, seen in the marketplace for these specific topics, and Google was the way to do it. 

However, uh, today it's a lot different for sure. And that's primarily because technology platforms have gotten better at handling multimedia. Uh, so videos, podcasts, podcasts still have, so the, the key with content marketing is discoverability, right? You need to be able to be discovered in an, in a way that's natural, that's organic. Uh, so I would cross out Facebook, like Facebook and just disappear, uh. 

Jesus Vargas: Let me make a quick, a quick comment. When you're looking for something, and I just saw that the other day, or actually I didn't saw it, I just thought about that the other day, when you're looking for something, something in Google, you have a bunch of ads, everyday more, right? So originally you had a couple of, now you have almost the whole page, and then the next that's a bunch of results is video, is YouTube, right? So in some, in some keywords, maybe, so maybe like I was thinking, okay, maybe we should do more videos because maybe we'll show up on the first, uh, organic option.

Organic search will be a YouTube rather than a blog post. So now, as you said, originally, like reading content, because that was what Google could parse and read. But today we are getting probably podcasts, not as much but at least video with YouTube, google has been pushing that up on the search. 

Arrigo Lupori: Yeah and you know, ultimately Google's goal is to, uh, have people stay on their services as long as possible, right? Because they consume more advertising and things like that. So what they're doing right now is they're pushing multimedia and they're pushing knowledge engines very hard. So knowledge engines is when you get the featured snippet at the top, when you get the people also ask when you get the little card on the, on the sidebar and then video as well. And you're absolutely correct about that. 

Jesus Vargas: But the knowledge thing is that coming from Google, or is that pointing to another website? 

Arrigo Lupori: It comes from Google's database that they, uh, essentially what they have is entities and they make relationships between stuff. And then if you're able to, uh, kinda like get those relationships right in your content, then you're more likely to end up on those.

But the video is, is actually has been established at Google is pushing very hard on video, uh, even on Google, the search platform itself. And what happens is you have these website now that put, uh, kind of like a short version of the blog post at the top, and as you scroll down, it sticks to the bottom, right. Or it sticks to the top or whatever.

It's been demonstrated that if you put a video at the top with a short version of the content or related content, uh, you rank higher. So that's definitely one of the things that, uh, one of the strategies that I would definitely recommend if somebody has the resources to go on and do video as well. Um, and you know, they like to do video because obviously it takes, you know, you have to show your face, you have to be out there, uh, in the public.

Um, but also another really powerful thing that I see very few people do and is extremely powerful, is making use of schema, which is this, uh, it sounds technical, but it's not really because when you're using WordPress, for example, you can create these little frequently asked questions at the bottom, um, using their just built-in plugin and it's completely free.

And what it does is it shows the actual questions on the search result page and it increases your rankings. So when you actually go and look at new topics, you look at the questions that come up on the first page and you just answer them, it's quite intuitive. 

Jesus Vargas: Okay. So there are a lot of different things in terms of content that a small business owner can do, right? Uh, where would you suggest that they start? 

Arrigo Lupori: Um, for a business that has a very specific offering I would start from what I call pain point keywords. So you said, well, can we, can we discover to fit the keywords that the demonstrated pain point? Yes, but not the big pain point.

It's kind of smaller pain points that they're having, like the details. And so what these are usually is keywords that are upended by PDF, or by spreadsheet, or by download, or by whatever they want to take action on. It means that these people are trying to accomplish something. They want to accomplish it themselves, but they're having a hard time doing it, because if they're searching for it, they're having a hard time doing it. 

And what happens is you have these, um, you can create these downloadable templates, uh, for people, and that's the fastest way to get users in the door quickly. Um, because users are willing to share their information for something that they perceive as valuable in that moment compared to just, you know, information. 

Like at blog posts people will never give you their email address unless you have a really good newsletter, which is very rare. 

Jesus Vargas: So you're saying, right so you need first the content, the blog posts, and then the lead magnet. So people come into your website, read something about you, and then you tell them, if you want to download this PDF file, whatever you have to give me your email

Arrigo Lupori: Yeah. And, uh, it should be kind of like, you should build a relationship with them. One thing, when you get one of those downloads, it's really valuable actually. So when you're getting some of those people and you could even just reply manually to them, that's something that, uh, I would definitely recommend it.

Obviously if you're getting hundreds of downloads every day, then you make an automation. But if you're getting like 20 per month or something like that, just going in and actually reply to these people and engage with them because you'll see that they actually reply and they're actually interested in what you have to say because they've searched for it in the first place.

Um, but another thing that I wanted to say is start from the downloadable itself. Don't start with the blog post. The blog post goes around the downloadable because otherwise what happens is the messaging gets mixed up. You write the blog post first and then the value is not the value of what you've built in the downloadable, on the downloadable, isn't transferred onto the article itself. They should create the downloadable first and then the blog post to go with that. 

Jesus Vargas: Okay. What do you think about these tools? Uh, GPT3 and these, uh, AI or machine learning stuff, like there are tons of tools today, uh, that say that they create content, that they give you outlines for blog posts, that they give, like actual content, they write paragraphs. Um, so far, the economy is not very good, why given? I mean, if you were reading that it doesn't make a lot of sense. Um, so two questions. In a few years when the content is good, do you think that will affect writers? And the second question is today, or actually it started with the second question today, you can create a lot of bad content using these things, right?

So you're putting a bunch of keywords and he generates tons and tons and tons of words, right. Um, and then you could build a blog, like a very crappy blog and try to rank for some keywords. Um, So the question is, can you gain Google today with those kinds of tools? 

Arrigo Lupori: Hm, that's interesting. Um, so let me answer one at a time. So the first question is, uh, does it affect writers, right?

Jesus Vargas: Right. Or not today, because I think that the, thing that the content that's creating by these machines today, today's not good, um, but in a couple of years, three years, that the content is good are readable and it kind of makes sense? 

Arrigo Lupori: So I've used those tools. Um, I'm a writer. I've always been writing myself. I've been writing for a very long time, um, I don't like them. Um, they're very bad and the quality is terrible and it's, it's just not there. 

Jesus Vargas: But eventually they will be better. 

Arrigo Lupori: Yes. Eventually they will be better with people putting in their information, right. These machine learning tools, they work that way.

The more, the more information from actual people you put in, the more, the better the outcome, but yes. Um, so yes, they will get better, but riders, you know, there are many industries where creative people are battling with technology at the moment. I was a translator before and there's machine translation, which is getting better.

And now you have this in writing as well. And ultimately the professional figure isn't going to disappear, but it is going to make the client expectation to be faster, true. Like that's going to happen. Uh, and so that's going to be something that's going to be painful for riders, for sure, because you're going to have to ride at a higher quality level with less time and less resources, so less, less money that clients are paying you.

Um, so that's gonna happen in, well, I cannot predict the future, but I believe that's gonna happen in the three to three to five years. Um, and the second question was?

Jesus Vargas: Can you gain Google by probably, I, I have no idea about it, but maybe, people are creating these posts or these blogs with these AI content, which is crap, uh, but maybe you can rank your website by creating that much content with these tools? 

Arrigo Lupori: Uh, you know, actually I had an experience, uh, and my previous startup, uh, with a customer that was doing that, the, they were just creating tons of automatically generated blog posts.

Um, and the, they were getting nothing. They were getting like just a flat line and, and they were doing this for months and months and months. Uh, so if you're just letting the machine do its thing, it's not gonna, it's not gonna happen. Uh, but if you use it strategically then absolutely. So for example, I see the use case for small parts of content, like a meta-description for example, like the description that appears in Google when you search for something, uh, as long as the piece of content is not, um, how do you say, vital to the message that you're pushing forward then yes, you can use it, and it's effective for, to make it faster, to make the process faster. 

But you cannot gain Google because there is, there's series of steps that you have to take in order to rank on Google. Like there's this, there's a process, a rigorous process that you have to take to rank on Google.

And, uh, so, so the first thing is obviously the topic itself. Uh, you need to look at the topic and understand whether the, the, there's a lot of competition. And you can do that with various tools today, some are free, some are paid, uh, but essentially what you're looking for is the domain authority on the first page of Google.

That's the first thing that you have to look at. If you have a first page that you have domain authority, 15 out of a hundred, and you see on the first page, like everybody's 80 out of a hundred, forget it. You're not going to get on the first page. Um, and you know, you have a lot of experts saying, oh, authority doesn't matter.

It matters. It actually works, and you get to the first page of Google if you follow it. Um, so that's the first thing based on the topic, look at the domain authority. If it's too high, then work on your authority first and then come back later.

Jesus Vargas: How do you work your authority? 

Arrigo Lupori: By building backlinks primarily. So you do desk posting, you go to publications and you say, hey, I have something interesting to share, and they help you with that. Making partners also, so if you go with Zapier and Integromat, and, uh, uh, there just, place a link and those are really high domain authority websites, that really helps as well.

Um, but anyway, that's more of an SEO side of things which is necessary for content, uh, you just have to think about it, um, but the second part of the process is ensuring that your collecting all of the information that appears on the first page in one blog post only. Because Google is so good at understanding what people care about and what people care about is just opening one blog, post, getting all of the information that they need in one blog post, and then just stop looking.

Um, and you can do this, you had a question about, you know, uh, tools that are making outlines today. And this is where the real future of content is going to go, in tools that are going to make outlines automatically. And that is going to be high quality outlines without a doubt. Because that's the, the most painful part of creating content for Google.

That is what takes the longest time, because you have to open literally each page on the, on the first page of Google and look at what content I have, how many words, uh, what type of sections they have, what are they including that your blog doesn't have, uh, how can you enhance this content in, with media or with your own take?

Um, and so you really have to have it all and put something on top. That's what's gonna get you on the, on the first page of Google. 

Jesus Vargas: So it's, it's a hard job, right? You have to spend a lot of time, uh, spend money, spend time thinking or creating something better than what's already out there. Yes. And then when you do that, the next guy comes in, looks at your blog post, and then they try to do something better, right? 

Does that mean that you need to be updating your old content all the time? 

Arrigo Lupori: You need to pay attention.

Jesus Vargas: Then do you just update, let's say that you have a blog post that you wrote a year ago. Do you update that same blog post or do you create another one and link to the old one? How does that work?

Arrigo Lupori: Yeah. So one way that I, that I do it, and that's really powerful is using a rank tracker tool, because you can not pay attention yet like, you cannot always go on Google and look for stuff all the time, or even Google search console it's very limited. For the audience, if they don't know what Google search console is, this, this analytics tool that shows you how many impressions, how many people view you on Google.

Um, and so you really need to have at least like a 20-bucks-a-month tool that tracks your rankings and you can see if you drop and if you drop, then you have to see if people actually create a better content than you. At that point, what you do is you add something to that, to that blog post. So you add something to that blog post compared to what they've done.

And then you go on Google search console and you say, Google, please re index this page. And that's gonna kick in Google's algorithm faster. 

Jesus Vargas: The more I learn about content marketing, the more complicated it sounds. 

Arrigo Lupori: It's like, it's a deep tunnel, it never ends. 

Jesus Vargas: It never ends because like social media management, I mean, it's not just right about you just created the, uh, Instagram posts and do the hashtag search and publish that, so it's, it's, I don't want to oversimplify it, but it's easy, but with content, it's a continuous job, right. And some people are like, well, I'll find someone on Fiverr or Upwork, and they'll like, put my website and a bunch of links and create a few blog posts, and that's it. And that's not it.

You have to keep doing that every single, maybe not even day, but every single week. That's that's, that's something that you have to work on in order to show off. 

Arrigo Lupori: It's a big topic and it has the potential for a lot of rewards. But as you said initially, It's not for everybody. Like what I would recommend for small companies is go that pain point way to create little downloadable, valuable tools, um, like PDFs and things like that, because they're the easiest to rank for.

Nobody wants to do that, and you know, businesses are busy, they don't, they don't care that much. And when you look at the authority, uh, on the first page of Google, those topics are the ones that will have the lowest authority. Uh, so it's going to be the easiest to write, 

Jesus Vargas: But does that mean that the end user is looking for a PDF?

Arrigo Lupori: Yeah. Or a spreadsheet or things that are actionable, things that they can use in their own business. Because a blog post is information, whereas a spreadsheet itself, it gives you a visual idea of what a process looks like. Okay. Could be a glide template. 

Jesus Vargas: Yeah, we have. Yeah. Cool. Well, this is very interesting. Another topic I wanted to talk about is automation, right?

So, there are so many, there are so many ways to start automating things, right? With content, maybe not so much, there's a lot of manual work, um, because you need either yourself or someone has to look at the previous content competitors, or links. When, so when a small business or, and that happened to me, and that's why I bring it up, the first time you and I spoke, I was like, this is, I have this too much, but there's so many things that I have to do around content to rank and to show up on Google.

Right? Um, for a small business that maybe they hire a freelancer, or maybe they try to do it, or if they do it themselves, the business owner or something, uh, we mentioned, we have talked about a lot of things in content. What things do you think can be automated? So in terms of prioritizing your content strategy, what is something that you have to manually do?

Why do something that you can outsource? What is something or the things that you can automate? I mean, and we don't have to go like very deep, but like a small, if heading this as a PDF, right, how to create your content strategy, and what is the, I mean the keywords, the downloadable files, that's something that let's say the business owner will have to do because they know their topic, they know what the clients are looking for. Why should be, or why would you suggest should be outsources, outsource to freelancer? And what are the things that could be automated? 

Arrigo Lupori: That is an amazing question because that's actually where I was spending most of my time, trying to figure out, you know, how can I optimize the process.

Um, so there are three things that you have to do manually, uh, internally to create a proper content strategy. First thing is ideating content, that getting ideas of what content you're going to produce. And so usually that works this way, when you've identified a topic that you're interested in and that, you know, there's not a lot of competition, you just create a title, and you create a title without having created the blog post first, just the title itself.

And you create a list of these titles, just don't, don't start creating immediately, get like 12 titles that you like, or that may be interesting in the future. That's the thing that you have to do manually, uh, and you have to be creative with it. There are some constraints, uh, I won't go into that. Um, then the second thing that you have to do manually is creating that outline for what's going to go into, in the content itself.

So that's the process of going on Google checking for the content that isn't there and then creating an outline itself. So either a Google document, or if you're using, you know, some tools like air table, it has a little page designer that allows you to create outlines automatically. So you don't even have to create a document itself.

Um, that's, that's what I was doing, uh, previously, and it was a, it was really powerful. Um, and the third thing, um, at that outline stage, what you're doing is you're outsourcing to a writer. That is the most efficient way to do content marketing. Because if you're trying to do content marketing, let's say at scale, or at least not have to spend as much time on it, you're going to have to have writers.

Like there's no way you can ditch that part, but you need outlines for it. So that's, that's the part that you need. You could hire content strategist for the outlines, so you give them some ideas and they create the outlines for you. So if, if you have the resources to do so, then that's an option, but my personal recommendation, do the outlines internally and then hire a writer to write them.

And then the third thing to do manually is to put it on the website itself, which is boring.

Jesus Vargas: Now that you have your title on the website, you publish, let's say I'm a small business owner. I just set up my, my blog created my outline and keywords by my blog posts, everything, I publish my post in my blog, no one visits that, um, blog post, right? What do you do to get more people other than wait for Google to rank, hopefully your blog posts very higher on the first page or something.

What else can you do? Because now you spend a lot of time, where you spend money, like figuring out the keyword and figuring out the outline. You did so many things and you get like, I dunno, 20 visits to your blog posts. What can you do to get more people to come in? 

Arrigo Lupori: So there is an inherent risk in content marketing in, you know, doing this rigorous process and then you don't get the results and it happens, obviously it does happen.

Um, but what you can do is first look at the analytics, uh, one week after, two weeks after, because Google search console always tells you something. And what it tells you is whether what you've written isn't really tuned to the things that you've thought you would reach, but rather the keywords that are showing in Google search console.

And so at that point, what you can do is you can restructure the blog posts to say, okay, Google is saying that these are the keywords that, uh, are, you know, they're looking for for this specific blog post, let's kind of like restructure the blog post to fit those. Otherwise, what you can do is you can, uh, break the blog posts down into smaller subsection and just share them on social media.

Uh, social media is obviously, it's good for content marketing, especially Twitter and LinkedIn at the moment. Um, but you have to make sure that what you're cutting out of the blog posts, you're not just doing to push traffic to the post, but rather just as a quick way to improve your audience, uh, elsewhere.

So on Twitter, on LinkedIn, because if you try to push traffic back to the blog post, then those algorithms are going to penalize you. And they're going to say, no, we don't want to, to actually push people out of Twitter or LinkedIn or things like that. But I do, if you, if you're, if you're investing a lot in, uh, reaching the first spots of Google, I do encourage to look at the analytics.

Jesus Vargas: You think it's worth for, in this case, small business owners creating their content strategy to do outreach, to get their link, including it in someone else's a blog or something like that? 

Arrigo Lupori: Yeah, absolutely. Especially if one of your blog posts, and this happens all the time and it was really frustrating, reaches the top of the second page, and it never goes anywhere from there.

And, you know, like I've written the right stuff, but I need links. I need links to get to the first page. So I really you'll. You'll hear this... 

Jesus Vargas: The link is going to that blog post or to your main website, or it doesn't matter? 

Arrigo Lupori: Both matter, but if you want that specific blog post to end up on the first page, you need the link to this specific blog post.

Um, you'll hear this all the time. Uh, content is about, uh, content, sorry, content marketing is about content and links. So you'll hear this all the time, original content that's that's made for humans and links back to that content. And you'll always reach the first page of Google as long as it's relevant to what you offer, because Google does care that who's writing the content actually has the expertise to, um, talk about it.

Jesus Vargas: This is great. This is great advice. Anything else that we missed that you want to mention? 

Arrigo Lupori: Um, no, I think we've covered a lot of ground actually. Uh, I think, uh, one thing that I will mention is what you said about a content outline tools. Those are already getting really good and you know, 50 bucks a month, a hundred bucks a month.

There's this tool called market muse, but also another tool that's called surfer SEO. These are the two primary ones. They're very good, they speed up the outline process a lot, uh, and so they're worthy investments if somebody's getting into content marketing. 

Jesus Vargas: That's interesting. Any other tool, might be content related or not that you would suggest to small business owners? I know you are a big fan of Airtable. You use that a lot, the automations and extensions, that is like a plugin for air table. Any other, what else is in your tech stack? What else do you use a daily basis? 

Arrigo Lupori: Uh, yeah, it was, I was always going to say Airtable. Um, but that's because of, because of the labeling, the, like Airtable, essentially content is all about labeling and Airtable is great about that.

Like, it does it very well. Um, but yeah, pretty much I was using that, I was using a rank tracking tool, uh, I was using atrust, which is quite expensive, but what, what you have now is S E ranking, which is like 15 bucks per month, and you can do a bunch of keywords. So rank tracking is definitely something that you need to use if you're pursuing this, uh, content route and then surfer SEO.

So these three are enough. 

Jesus Vargas: Great. Arrigo, where can people learn more about content marketing, follow you, where can we send them to? Twitter? or you have a website? 

Arrigo Lupori: For content marketing specific, the atrust blog is pretty much the most accurate place to learn about it, or Backlinko, which is also... 

Jesus Vargas: No but I mean where they follow you. 

Arrigo Lupori: Ah okay. Yeah. True. This is time for self promotion. Yeah, it's true. Um, well right now I'm very active on Twitter, uh, which is where I share everything that I know about content and marketing in general. So Arrigo, A double R I G O Lupori, L U P O R I, arrigolupori is my handle, um, and I'm also launching a new project that's called Wiser Course, uh, on the 18th of December. (2021) 

Um, and that's going to be for independent course creators who would like to, you know, uh, reach more people, um, through the independent websites or independent glide applications, as in, for selling courses, obviously. So those are the two primary places where they can reach me. 

Jesus Vargas: Great. 

Arrigo Lupori: Awesome. 

Jesus Vargas: Arrigo, thanks for joining us today.

Arrigo Lupori: Thank you as well, have a good one. .