Share your content with Upcontent 24 minutes
November 25, 2019
We'll be showing you how you can improve your SEO and expand your audience with it.


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Upcontent intro transcription

[00:00:00] Marni: [00:00:00] So, I am here today with Scott and it is Rogerson, right? That's it. Scott Rogerson of upcontent. And I'm going to show Scott what I have created with his very cool tool. And, so first of all, I'm going to share my screen here. And, it's that one share. Okay, cool. So now I'm sharing my screen.

Can 

Scott: [00:00:34] you see 

Marni: [00:00:35] that there? And then you can blow it up too in the upper right hand corner of that main area. If you click on that, you can make it bigger for yourself. Awesome. Does that help? 

Scott: [00:00:48] Yup, that's perfect. 

Marni: [00:00:50] Okay. Wonderful. Wonderful. So, why don't you first off, tell us, and I'll actually take everybody out to Upcontent. [00:01:00] I'll give you a link below this video if you'd like to try it out. And, tell us a little bit about like your five minute, what off content is and, and why you built it and, what you like about it. 

I do 

Scott: [00:01:20] like it. I do like it, I'll, I'll start with that.

but we createed upcontent to help sales, marketing and HR teams better discuss. Approve and review and then distribute the articles that are coming from a third party, trustworthy and authoritative sources to their audiences in a way that's going to attract, engage, and stimulate action. we created it about five years ago when I was running a marketing agency.

And the reason we created is that we found that our team was doing a lot of manual ad hoc and often duplicative work across different channels to find new articles that mattered. at that time, using third party articles was [00:02:00] very much a filler. Tool. but as we've seen the importance of building that trust and deepening those relationships, one of the primary ways, whether you're a B to C or B to B company, is doing so by sharing interesting and helpful content.

And in most cases, content that you didn't write. and so that's the area where upcontent. Seeks to serve you a is not only putting that onto your plate, but allowing you to collaborate with the rest of your team to make sure you're really getting the best content and then very easily getting it to where it needs to go.

Marni: [00:02:32] Awesome. So what I'm going to cover today is how we get it to where we want it to go. And what I really liked about it was that it integrated with Webflow, which is what we have our platform on. And, so I'm going to take you into the back end here, and we've got something called collections.

And inside of collections, why don't you tell [00:03:00] people what our collection is actually first, first, let's tell them what a topic is, because topics kind of lead into collections and then they will make more 

Scott: [00:03:11] sense. Exactly, yeah. So as you mentioned, there are two main aspects of up content, and one of the topics.

Which is being shown now, Topics are where you're providing a specific set of criteria. You can be as broad or as narrow as you like. That criteria is then utilized by up content to find the articles that are most relevant to that, what we call topic area. We have our own crawler in the background that is finding that information.

We update each topic twice a day. And then we bring those articles to you in a way that you can easily sort and filter and score those articles based upon what is best for your specific needs. that again utilizes a lot of machine learning, a lot of scoring that you then don't have to take part in.

On average, we find about 40% more than your standard Google alert. and the reason for that is not that we are claiming to be a better [00:04:00] crawler or indexer than Google. That would be a very silly thing to say, but what we are doing instead is that we're looking at a broader set of sources and kind of expanding the definition of what a valuable piece of content looks like, into some of the industry blogs, trade publications, smaller news outlets that aren't often brought into your Google alerts.

Results set. When you find an article inside of up content within your topic, you then have that option to either manually or automatically have it added into what we call a collection. And so if you think about topics, those are your candidates, right? These are articles that are being recommended for your consideration by up content collections, or where you're putting the articles that you want to take action on, or you want some action to be taken on.

So that's your kind of approval step that starts the workflow that starts the distribution. 

Marni: [00:04:50] Exactly. And so we're interested in, and let me take you back here to like, the [00:05:00] main, the main area so that you can see what we've set up here. And forgetting how to get back to the main area.

Where do I go to go to manage my topics? Is that where it goes now? Where is like the home. 

Scott: [00:05:19] Oh yeah. So if you click on the UPC content logo, this is my favorite task. So have you ever clicked on up content on the top left? It's going to take you home. All you need to do here is because it's, you're viewing the a text of the article.

Yup. Yup. 

Marni: [00:05:36] And there you 

Scott: [00:05:39] go. Everyone now knows this is live and in person we did not rehearse. 

Marni: [00:05:44] It's not perfect. So you can see that some of the things that we're interested in obviously are fresh works and all of its suite of products and messenger, marketing, you know, machine [00:06:00] learning, chat bots, artificial intelligence, because we're a digital customer experience agency.

So that's why we want to pull these articles in. And so I go through here once a day. And I have a quick look at the articles. And then when I like an article, what I do is I send it to my collection. So we're going to go to the collections now, and I have three collections that I've set up and one of them is going.

So first of all. This is the really cool thing. So I've used Snip.ly For a really long time. Are you affiliated with Snipley or anything? 

Scott: [00:06:42] So they've been a great partner for us for a long time. there's no affiliation from like an ownership or perspective, but it was one of those matches made in heaven and 

Marni: [00:06:52] Yeah.

Then you gave me a discount because it was a Snip.ly Customer. So I was like, Yes! Okay. So the, the [00:07:00] nice thing about Snipley, if you're not familiar with Snipley, it allows you to create an overlay on top of an article and you can create a call to action to a specific item, right? And so what I've done is I have created three different collections here.

And the first one is going to go to. It's an overlay that sends people to a specific case study in the travel industry. So what I'm looking for here when I'm doing that is I'm looking for any of those topics back here that have anything to do with travel or might be of interest to travel. Or I can also, this is a cool thing and something you're working on is I can add an article right here and you said that you're working on a Chrome 

Scott: [00:07:54] extension for me, we're excited 

Marni: [00:07:56] for that.

I really want that, I [00:08:00] want to be able to highlight a piece of content on that so that in, let me show you what we can do with that. So when I take a, let's actually go back to the topics here and I'll kind of show you in action. And again, this is live. So 

Scott: [00:08:20] we'll 

Marni: [00:08:21] see.

okay, perfect. So this is, this is interesting right here, right. And I like that. So I'm gonna copy that and I'm going to add it to collection and send one suggestion to the collection. And I don't want what they wrote right there. I want what I wrote right there. And so I'm going [00:09:00] to send that into Webflow.

So I've just done that in, if I go to a web Webflow right now, go to my collection. I could've clicked on that button, but I'll do it that way. So there it is on my collection. So guess where that is on my website now,

Scott: [00:09:27] here's the big test. 

Marni: [00:09:29] Yeah. If we go to, you GrowthSwell. And we go to curated articles right here. Oh, look at that. It's right there. And the tax that I wanted is right there. Okay, so that's kind of like step one. Now why do I really like this ability. To do this is because [00:10:00] the way that they built it.

I actually get the SEO value, don't I, 

Scott: [00:10:05] Scott? Yes. And a little bit of a different path though, right? So a lot of people think SEO and all they think about is keywords, right? And I know that a lot of people are thinking that, well, it's not my article so I can't get the keyword value. That is true.

We're not breaking any copyright. We're not bringing the full text of that article onto your page. If you're doing that now, I don't care what way you're doing it, please don't do that. It's just going to call it trouble down the road. What we're doing here instead, with different, some other than some other tools is what you're looking at right now.

This code that's creating these articles is actually part of your site's code on that page, rather than it being an iframe. of that article. So what's happening here is that when a crawler comes and reads this page, it sees all of the words and the outbound links to each of these articles. Like you would go in there and if you wrote it out yourself and why that's important from a crawler, from an SEO perspective.

Is that when [00:11:00] I'm coming to your site and visiting it for the first time, we know that 76% of your site's visitors aren't going to convert. No matter what you're offering them. You can be offering a Ferrari delivered to their door for free. They're not ready for it yet. They don't know about the insurance, what that's gonna cost them, what the gains taxes.

They're just not going to convert. So what's going to happen here is that people are going to be engaging with this, their part of their learning process. And when I click on one of those articles, it is going to take me to a new tab. Allow me to read that article. But because this is part of your site's code, that's considered an engagement on your site and therefore is not a bounce.

On the site that drops your bounce rate improves the engagement rate. Very important for crawlers actually growing in importance for crawlers above. In some cases, the value that they're increasing on the keyword side. And in addition to that, that addition that you had just made by bringing this article to your site, has actually updated your site's code, which relays back to the crawler saying, Hey, there's new stuff available on this page.

You should come check it out. [00:12:00] So you're getting index more frequently as well. That, and the engagement rate increases your SEO benefit 

Marni: [00:12:06] on the engagement rate, and that's really, that's really what it is. The big thing right now, Facebook wants engagement, but Google wants engagement too. They want people involved with your website.

So that's, that's why this is such a key thing. And in that instance that I just showed you, I just copied some text and popped that in there. But you'll notice like further down here, I'll give an opinion and that's why this page is called opinion because, one of the things that I find is that, you know, curated content right.

Is, there's so much data out there, right? So much content. It is the wisdom behind it, that's important, right? It's actually the [00:13:00] opinion. Why is this important? So, even though I just showed you really quickly just copying that and plopping it on there. That's great, but even more important, I think is like actually giving your own opinion about why you think this is important, right?

Why somebody should read this article. Now, if I click on this article and here we go, I'm going to be taken out to that article and you'll notice, remember we talked about Snipley there for a second. There it is. Chat with us about improving your digital customer experience. Right? It's laid over right there.

Nice and easy stays there as people scroll down the page. So I absolutely love that. So that's kind of the first part of it. The second part of it, and let's go back into here. Oops, not that one. Oh, that [00:14:00] one went down. The second part of it is that I want to know, I want to share with people that I just put that there, right?

And so what we did was we set up a Sprout Social. So, that's when I used to use sprout social. Actually, I need to rename that. really not that content. I'm just going to call it UpContent. I've gone back to using CoSchedule, which everybody knows and that I've been using CoSchedule for years. I tried to use something else for a little bit, but I went back to CoSchedule.

I love 

Scott: [00:14:38] it. It's a great tool. 

Marni: [00:14:39] It's a really powerful tool. And so you showed me, that if I set this up here inside of feedly. That I can do great things with it. And that's exactly what we've done. So it goes from, we take the, and you [00:15:00] know what? I'm going to create a course for you guys.

So if you're interested in the course on how to set all of this up, I'm going to put the notes down below, or you can. Messaged me down below. Okay. And and then we can put you on the thing when that course was finally finished. And this is also going to be a service of ours that we set out for agency customers.

So if you're interested in a done for you service, we're going to be doing this too. But basically what I did is I got the RSS feed. I put that into up content. Right? And now I go into Zapier. If I go to my zaps, here

Upcontent to CoSchedule.

So I've got my new article, and then I can just put it out onto CoSchedule, onto all of my social [00:16:00] media. And it ends up in here. Every time I do that with an article, I just take that one article, add it to a collection. It's on my website, it's on all my social media. And 

Scott: [00:16:14] it has the call to action applied to 

Marni: [00:16:18] it.

Scott: [00:16:19] Now the other things is know quickly here is that that RSS feed that you pulled from UPC content and to that from the collection there, in addition to Zapier having the feedly to CoSchedule integration, there's also a direct, I believe RSS. To CoSchedule integration. So if you chose to, if you weren't using Feedly for other purposes, you could actually bypass the Feedly route directly.

but it's great to be able to use a tool like Feedly, which you may be using for other purposes as well, and kind of bring everything together, but you don't sign up for Feedly if you're thinking, why do I need Feedly if it's RSS to RSS. Technically you don't. We have customer, you don't use it that way and just pull the [00:17:00] RSS feed directly into Zapier and tied into CoSchedule.

But if you have Feedly and you're using it, you want to see everything in one spot or you're using it to direct other things, you can certainly leverage Feedly as well. And I believe it's their free plan and the Zapier free plan to tie everything together. 

Marni: [00:17:17] The you need to have the, the paid 

Scott: [00:17:21] plan.

For for Feedly. Yeah, exactly. If you want 

Marni: [00:17:25] to integrate with Zapier, 

Scott: [00:17:28] so you're yet another reason. If you aren't using, feedly for something else and budget's a concern, maybe, you can tie directly into Zapier and CoSchedule. 

Marni: [00:17:36] And of course, I'm going to show you how to do both of those. So what do you want to set it up with Feedly or whether you want to set it up with, with the Zapier RSS, it's called, 

Scott: [00:17:48] yes.

Marni: [00:17:49] That's how you do it too. So, yeah, that's, that's my little magic recipe I wanted to show you today. What do you 

Scott: [00:17:56] think? I think it's a beautiful thing, is I, you know what [00:18:00] we've seen a lot, and as you well know, right? There's a Franken stack that often tries to get put together and in most cases, historically you've been having to copy and paste, or I really like this, so I don't want to lose that.

But now I have an extra step to get something from point a to point B. Our focus of being up content and how we like to try to position ourselves is this air traffic control for people who think like you and want to use the best of these different platforms and find a way to tie everything together.

I love seeing this. I love it even more that you put this all together yourself and did it with your knowledge of all these different tools. so I'm very excited and I appreciate you allowing me to see this. Of how you piece everything together.

Marni: [00:18:44] So, the way I envision it in the future is that the companies who hire us as their agency, we can set all of this up for you.

And then all you have to do is go up here, click on your little UPcontent, [00:19:00] make your note about the article, and boom, it's on your website and it's on social media. So that's, that's going to be our done for you service. And for those of you that you that want to learn how to do it, I'll create a course for you.

It'll be in the Mac angel Academy and I can't wait. What, is there anything new you guys kind of have coming on besides that. So 

Scott: [00:19:28] there's always, always some exciting new things. I think the most, the latest piece, and you showed it there when you were editing that summary, you can auto update the image.

So for whatever reason that you didn't like one of those images that are appearing on your site associated with the article, you can update that as well. 

Marni: [00:19:46] And you integrated it with, let's just go here as an example. and so. I am going, let's, let's find that  one. That's interesting. [00:20:00] Hold on.

Go. Actually, I can do it on, on one of the ones that's already in there. 

Scott: [00:20:07] That's what's nice. You can do it either way. 

Marni: [00:20:09] So like this one, this was kind of weird. It looks like, That's like, I don't know what that has to do with customer experience people. Right. 

Scott: [00:20:18] And

Marni: [00:20:22] we can browse from Shutterstock, right? 

Scott: [00:20:24] Correct. So you can license images through Shutterstock, or if you say, well, I already have my own image provider. You can actually, if you click on file there on the top, you can upload your image into here and you can edit it. And put your logo on it, put an overlay color on it to make sure that every article that shows up on your site has that consistent look and feel, and then all you're doing is hitting replace image and you're done.

And it's going to bring that image to that article as appearing on your website. And if you're doing it when you add it into that collection, it's adding it with that image into the RSS feed, [00:21:00] which then brings that into CoSchedule as well. So it's very, very, it's a very nice thing. So they're, you know, certainly on the Shutterstock side, you are licensing those images.

So there is an additional charge, on a per image basis if you're going to use their images to license it. but that doesn't mean if you already have your own provider, you can't use your own provider as well without any extra. 

Marni: [00:21:22] And so you could have. your own images and then just use their tools to overlay things and to modify the images.

Scott: [00:21:32] Yeah, right. That's exactly right. And I will mention on the Shutterstock side, you will do have to pay a little bit extra. it's much lower than you would be paying for any of the other tools. As well as if you were to go and buy it from Shutterstock directly, and you will have access to their 275 million image library.

So they're a great partner of ours, allowing us to bring this into the tool to let you get access to all of their editing functionality. Even if you weren't paying them any [00:22:00] money, which is a nice thing for them to do. That is really great. Get them great images there. 

Marni: [00:22:05] Yeah, exactly. So like you said, you know, for putting your own brand on it, right, right.

It's an absolutely fabulous tool. So I look forward to putting that course together for you guys. And like I said, if you're interested, comment down below and we'll get you on the notification list for that. And do you have any parting, parting thoughts there? Scott and I, so appreciate your time today.

Scott: [00:22:34] No, my parting thoughts are work with Marni and GrowthSwell and, yeah, they're, they're great in coming up with these creative ideas. we really appreciate working with you, on these ideas and I'm very excited to support you in working with those who are watching this to piece it together because as I'm sure everyone's experienced.

Having the great technologies that do all those amazing, magical things is one piece of it. But having someone who knows how [00:23:00] to piece everything together, to make sure you're getting the most out of those technology investments is quite another. And so that's not something that we're going to provide.

That's where we work with, you know, great groups like yours. 

Marni: [00:23:11] Awesome. Thanks so much Scott, and I hope you guys have a great day today. 

Scott: [00:23:16] Thanks everyone. 

Marni: [00:23:17] Bye.

Okay. Hold on. You want to stop it? Stop. I just want to stop the recording. Stop.

 

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