We’re joined by Frank Olivo, CEO of Sagapixel, on this week’s episode of the Snoball Effect podcast! He shares his expertise on various aspects of digital marketing, including how to repurpose content, optimize for search engines, develop strategies specific to an industry, and utilize AI to improve efficiency. Each of these valuable takeaways can assist marketers looking to stay ahead in the ever-evolving digital landscape.
Key Takeaways
- Content Repurposing: Frank walks through how a single piece of content can be transformed and distributed across various platforms to maximize reach and engagement, especially video content.
- Industry-Specific Marketing Strategies: He also explains how understanding the unique challenges and opportunities within each industry is crucial for effective marketing.
- AI Efficiency: Frank discusses the role of AI in handling repetitive and tedious tasks. He acknowledges that while AI can streamline processes, human oversight is still necessary to maintain quality.
Repurpose Content to Maximize Reach
One of the most impactful strategies Frank describes is the importance of content repurposing, particularly starting with video content. He illustrated, "The whole idea of content repurposing is that you produce one piece of content, but you do so in a way that's going to allow you to distribute it through all kinds of different channels." This approach magnifies the reach of a single piece of content by tailoring it to different platforms like YouTube, TikTok, Instagram, and LinkedIn.
Frank Olivo
CEO @ Sagapixel
"The whole idea of content repurposing is that you produce one piece of content, but you do so in a way that's going to allow you to distribute it through all kinds of different channels."
Frank further elaborates on how this strategy can be integrated with SEO efforts. By starting with video, companies can create engaging content that can be transcribed and optimized for search engines. "Start with the video and then end with the SEO-created content—your articles, your blog posts, things like that. You're getting even more out of this content by starting video first," he advised. This way, content is not only widely distributed but also boosts organic search rankings.
The rationale behind focusing on video content first is grounded in how our brains process information. Frank expounded, "Video is more engaging. When people land on an article, at best, they scan the headlines. You really can't do that very easily with video." This inherent engagement factor makes video a powerful tool for conveying complex information and establishing a connection with the audience.
In addition to engagement, video content also offers practical benefits. "Once you figure out video production and you know how to make it engaging, in a 45-minute session, a subject matter expert can produce a lot more content than they would ever be able to with the written word," Frank pointed out. This efficiency makes video a versatile and effective medium for content creation and distribution.
Build Industry-Specific Marketing Strategies
Frank also talks about the necessity of tailoring marketing strategies to specific industries. For instance, he analyzes the unique challenges faced by aesthetic medicine practitioners and how video content is particularly effective in this field. "In their case, people have lots of questions about everything, and they prefer video naturally," he said, highlighting the visual nature of aesthetic treatments and the detailed information consumers seek.
Conversely, the strategy for a solar company might lean less on educational content and more on entertainment. Frank stated, "Solar lends itself a lot less to producing content that is educational. You're going to run out of stuff that you can do really quickly when it comes to solar." Because of this, it’s important to understand the specific content needs and consumption habits of the target audience in each industry.
Pro Tip:
Understand the habits and needs of the target audience for your industry. Choose marketing strategies and channels accordingly.
For home care agencies, social media might not be the most effective channel. "People aren't really particularly interested in following an unskilled home care agency. There’s not a lot of stuff that people are going to be interested in consuming content around," he clarified. Instead, he suggests focusing on local SEO and creating content that addresses specific, localized needs and queries.
Ultimately, Frank’s approach involves a deep understanding of each industry’s unique characteristics and tailoring marketing efforts accordingly. He suggests that marketers focus their resources where they will be most effective, whether that’s on video content, SEO, or other strategies specific to their industry. This targeted approach ensures that marketing efforts resonate with the intended audience and drive meaningful results.
Want to take your marketing efforts to the next level? Let Snoball help! Schedule a demo to see what Snoball can do for your business.
Schedule DemoLeverage AI for Efficiency in Marketing
Frank also addresses a very hot topic: the role of AI in modern marketing. He sees AI as a valuable tool for handling monotonous tasks, freeing up human marketers to focus on more creative and strategic endeavors. "AI is best used to handle tedious, repetitive tasks. I've heard people disparagingly refer to AI as average intelligence, where it's taking the average intelligence that the world has about a topic and then delivering that to you," he noted.
Frank provides practical examples of how AI can be utilized effectively. For instance, when it comes to generating multiple iterations of content elements like H tags, AI can save considerable time: "Ask it to generate 15 options that include the target keyword. One of them is going to be good, maybe none of them are going to be good, but you're going to combine parts, and you'll get that out.” This process streamlines tasks that would otherwise be time-consuming.
However, Frank cautions against relying solely on AI for all marketing tasks. He believes that while AI can handle basic content generation, human oversight is crucial to guarantee quality and relevance. "It hasn't eliminated the human work. You need an experienced human being to tell it the direction that you need to take," he emphasized. This blend of AI efficiency and human creativity makes sure that marketing content remains high-quality and impactful.
As his last thought on AI, Frank reassured, "AI can already do a better job than most mediocre marketing. If you're good at your job right now, you don't have anything to worry about. You should just be happy about what AI is going to be able to take off your plate.” This perspective positions AI as a valuable ally in the marketer’s toolkit.
Looking Ahead: Future Trends in Marketing
When asked about the future, Frank predicted that social media will continue to dominate, but with an important twist: the landscape is becoming more fragmented. "A lot of that buyer's journey is happening on Reddit, on YouTube with a lot of younger people, and even on TikTok for quick video explanations," Frank explained. As marketers, we must recognize that search behavior is diversifying across platforms, each serving specific applications. Video content will play an increasingly central role, driven by its engaging nature and ease of production. Frank's final advice is to remain vigilant about where the audience's attention lies and to avoid dismissing emerging platforms prematurely. By adapting to these trends, marketers can stay ahead of the curve and continue to thrive.
