Pump Up the Volume with Brody Dorland, Ep #6

Pump Up the Volume with Brody Dorland, Ep #6

Mark Raffan

How can you pump up the volume with your main content channel? Why do you need to know your buyer’s journey inside and out? Are you focusing on the platform that gives you the most amount of traction? How is artificial intelligence going to help content marketers be more efficient? OR will it hurt freelancers and developers? Brody Dorland—the Co-Founder of DivvyHQ—answers all of these questions and more in this episode of The Content Callout.

Outline of This Episode

  • [1:46] The importance of the buyer’s journey
  • [6:37] Filling gaps in the buyer’s journey
  • [9:10] How to create a shift in mindset
  • [10:52] The silos that exist in big companies
  • [15:38] The progression towards AI-driven content
  • [20:55] The concept of virtue signaling
  • [24:17] Cancel Culture: propagating fear
  • [29:20] How to connect with Brody and DivvyHQ

The Importance of the Buyer’s Journey

As a content planning product provider, Brody sees a lot of companies that haven’t put a lot of effort into mapping out their buyer’s journey. DivvyHQ—as part of their onboarding process—map out the buying stages. If a company they’re working with doesn’t know what to put there—it’s a red flag.

Why? They need to know where to add content to the buyer’s journey. You need to know: What is the current ratio of content that you have for each part of the funnel? What do you put out moving forward? What emphasis do you put on content planning?

Businesses need to map out the buyer’s journey, identify the specific stages, and start to think about what the ratio should be. It’s nice when you have access to a tool like Divvy HQ that helps with content planning so you can track the ratio and hit your goals.

Pump up the Volume

Brody emphasizes that you need to “Pump up the volume.” How? Look at your most productive content channel (which can be determined by the number of conversions, leads, subscribers, etc.) then ask, how can you add to your spend? How can you bring on additional resources? How do you up the volume without diminishing the quality? If you do one post a week, can you bump it up to two? Figure out what you need to do from a spend or resources position. Sometimes adding additional resources can make a huge impact on overall productivity.

All kinds of people come into your website. If they land on a blog post and convert in some fashion—get an eBook, subscribing to the blog, or sign up for a free trial—you want to track those assisted conversions. So you need to know what top blog posts drive those conversions.

Filling the gaps in the buyer’s journey

A majority of Brody’s customers are more focused on the bottom of the funnel. He shares some examples: The tech industry typically has very mature content operations that have a good content ratio already in place. But if you look at manufacturing, they’ll be more mid to bottom of the funnel heavy with their content. A content planning product’s goal is to help push this business to think about the top of the funnel—which helps their bottom line. It helps them gain traction and gets more eyeballs on their content.

At the same time, if you’ve got a forward-looking manufacturing company that has brought on good leadership with content marketing and social experience, they’re going to be fine. They’re probably leading their industries because of the amount of effort they’ve put into a strategic plan. Other industries that are more old-school and relationship-based are the ones a little behind the ball.

Oftentimes, Brody points out that people are hired to get organizations up to speed and get them up-to-date on today’s best practices. Those people often struggle and constantly hit brick walls with things that they want to try and do. So you have the person that’s trying to push—but leadership needs to be open to experimentation. If your competitor has awesome content and they’re killing you on content, those are going to be signals that you’ve got some work to do. So you always have to focus on where you’re getting destroyed.

Will AI demolish the freelance writing industry? How does virtue signaling-impact your brand, how it’s viewed, and your bottom line? Do you need to be worried about “cancel culture?” Brody packs this episode full of useful information on the future of content—don’t miss it.

Resources & People Mentioned

Connect with Brody Dorland

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Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.