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We share our thoughts and ideas on how to grow a business.
We're going to talk through one of
the pieces we did, and then look at
other pieces that are going after the
same keyword to try to distinguish the
differences in the way that we write
versus how most other blog writers are
writing going after the same keyword.
Watch how we, the Tapflix article, write
it in a way that doesn't come across as
just this like, inanely obvious thing.
And I'm going to start reading some
of this because the details matter.
This is an episode about writing.
Commonly, the term Omnichannel is used to
describe sales and marketing activities
centered around touch points to the
customer journey, letting customers
buy online in store and or third party
marketplaces like eBay and Amazon.
Seems like a ho hum sentence.
Right.
But there's some nuances in just the way
we write it that makes it not come across
as just like boring marketing content.
In today's episode, we're going to talk
about how to write non basic content.
Uh, so basically why our content is
different from most of the content
that you see in the search results.
So we're going to talk
through a piece that we did.
I don't know if you have multiple.
Examples of pieces.
I'm just going to do one.
Okay, we're going to talk through
one of the pieces we did and then
look at other pieces that are going
after the same keyword to try to
distinguish the differences in
the way that we write versus how.
Most other blog writers are writing
going after the same keyword.
Let's do it.
So I want to, before I start screen
sharing and getting into the details
and for those listening on the
podcast, like I will try my best to
read what I'm reading, but we're going
to be screen sharing to show stuff.
I want to talk about this one
principle that we say to a lot of
prospects, Benji, of like, there's
two goals that the writing of the
piece after you've identified your
target keyword needs to accomplish.
Goal number one.
It needs to rank because like, even if
you have a hundred percent conversion
rate and the piece is awesome, what's
the point if it's not getting traffic?
So that's the first goal, like in,
in that order, it needs to rank,
which means you need to do like
some satisfying of Google's like
search intent and algorithm stuff.
And number two.
It needs to convert.
And for, we're going to use an
example of like kind of an advanced
expensive B2B marketing analytics, um,
software client of ours, historically,
they're not in current client.
It has an advanced customer.
Like this is like advanced marketing
analytics, not GA, although GA can do
stuff that most people don't realize.
And it's a, it's an advanced customer.
Most people think, and we did a
previous episode on this idea of
thought leadership, and it kind
of touches on this, but most
people think those two goals.
are kind of in conflict.
Like they think like, Oh, if I need
to create content to rank in Google
and satisfy intent, like by nature,
that's going to be basic content.
That's the reason I wanted
to do this episode on this.
The keyword we're going to look at is.
Omnichannel reporting and that keyword is,
you know, like it's, it's just Omnichannel
reporting, not Omnichannel reporting
tools, not Omnichannel reporting examples.
There's no, like, it's just that term
Omnichannel reporting on the surface.
In fact, let's just start sharing a screen
so I can show a few specific things here.
So I have the SERP up for
Omnichannel reporting.
So this was our, our ex client, um,
of a long time, actually tap clicks.
And we're ranking number one.
Um, but if you look at people also ask,
and if you just think about this keyword
in general, it, it has the sort of the
makings of what could end up being.
Yeah, I was going to say the same thing.
It almost seems like a beginner level
keyword because a lot of things are
saying what is omni channel reporting
and omni channel reporting in itself
is not, you're not searching for omni
channel reporting tools, which indicates
you're searching for a specific tool
around this, but to us that know the
space and probably to the client as
well, omni channel reporting does, does
Indicate some level of sophistication.
You're not just looking for like what
is reporting or what is analytics.
You're looking for something very specific
that there's very specific use cases where
you would need omni channel reporting.
And so to us, it actually indicates a
more advanced user that is searching for
an advanced piece of analytics, right?
So then if we think about the
writing, the normal writing process.
It's very easy to slip into this basic
thing because the normal process would
be, Oh, we've identified this keyword
and you just hand it over to a freelance
writer or someone and you say, go
write about omni channel reporting.
And as we have talked about a lot in
our past content, I don't know if we've
said it in any of the videos or, or
podcasts of this series, that is what
we refer to as a Google research paper.
Which is like a student, like, doing
a research paper for school and
just googling a topic and kind of
regurgitating for the teacher in their
essay, like, what that topic says.
That's kind of what the normal
freelance writer process would be.
And that's why you see post
after post kind of saying,
like, beginner level things.
So that's what we're going to get into.
So those are the two, two goals
of writing this kind of like
SEO content meant to convert.
Number one, you have to write to rank and
satisfy this kind of search intent here.
But number two, you have to write
to convert, which means you have to
satisfy the kind of questions and doubts
and whatever of the target customer.
So the first one is writing
for a Google algorithm.
And people think that means you're
going to have to make basic content.
But the second one is writing for a
human, your target customer, impressing
them, answering their pain points.
And, and, and I think there's just
this ethos that those are in conflict
and you just, you can't do both.
So everyone ends up writing for
Google, which is just this basic thing.
Also side note, it's kind of harder
to write for the human because
that's more advanced writing.
So it's kind of convenient that
content marketers are just like,
well, we're going to write for Google.
We're right.
Basic content, basic
contents, easier to produce.
So that's it.
So I'm going to go through various
examples what we have done.
So I want to get to the end conclusion
first and support that with the examples.
What I want to hopefully show in this
video to anyone watching that can
improve their writing that wants to
know how their team should improve or
whatever that has the sneaking suspicion.
Why is the content or blog content that
me, my team, my company is producing is
just like not that good or good enough.
To pull this off and write non basic
content, even for a keyword that seems
basic, I've, I have come upon like a
few things, themes that I want to, I
want to touch back on in these examples.
Number one, you need to know ahead of
time what your unique opinions or points
that you or your brand want to make.
If you do the Google research paper thing
and you ask some writer who's not an
employee or whatever, who's just trying
to figure this out on their own, Just
like go like you're a freelance writer.
We hired to write blog content, go
write about omni channel reporting.
You will not get like unique
insights unless they just happen
to be a subject matter expert.
And that's really a dangerous way
to produce it because no one who's
knowledgeable from your team on
this topic of omni channel reporting
has given them any information.
Number two, you need to know beforehand
how you're going to tie your product in.
Like the other theme I'm going to talk
about in terms of conversion is how A
lot of these other posts, I'm going to
look primarily at position two and three
segment, very well known brand in terms
of like marketing analytics and omni
channel reporting, because by its tool,
like brings in data from a bunch of
different sources and dash this, which
is like a kind of like a dashboarding
tool, you know, kind of like, um, a
lower in the market, like cheaper in
the market, um, competitor of TapClicks.
Um, we're going to
primarily look at these two.
My second principle was like, know how
you're going to tie in the product.
They don't really.
They do this classic thing in
content marketing where they're
kind of like shy away from it.
And that's a fallacy.
People think omnichannel reporting,
like you know, content is made
to give value and to educate and
don't be pushy with the content.
The majority of the piece that we wrote
that's ranking number one sells tap
clicks and we're going to show that.
And then the last principle I want to
keep touching on here is right Like
you are talking in a coffee shop to
a human who is your target customer.
Because if you're talking to someone who's
your target customer, no one says the
nonsense inane beginner level nonsense
that people write into blog posts.
You just would never speak that
out of your mouth, but they, people
are willing to write it and we'll
see multiple examples of that.
So, so let's get started with the intros.
Hey, so I'm going to start with the
tap clicks example, which is what we
wrote in ranking number one, and I'm not
going to read like every word, um, start
to finish, but you can follow along.
If you really want to try to understand
this, I'm going to look at, um,
actually, I'm going to go past the
intro and start with this first section.
What is omni channel?
So again, this is the section like
it's the first people also ask.
It also kind of makes sense because they
literally Googled omni channel reporting
and anyone who does SEO knows that in
these kinds of keywords, Google almost
always ranks pieces that do the, what
is, and then the thing you Googled,
so it's kind of this like necessary
evil in writing this SEO content, but
watch how we, the tap clicks article.
Write it in a way that doesn't come
across as just this like inanely
obvious beginner level thing.
Okay, and I'm going to start reading
some of this because the details matter.
This is a, an episode about writing.
Commonly, the term omni channel is used
to describe sales and marketing activities
centered around touch points to the
customer journey, letting customers buy
online, in store, and or third party
marketplaces like eBay and Amazon.
Seems like a ho hum sentence, right?
There's some nuances in just the way we
write it that makes it not come across as
just like Kind of, you know, like boring
marketing content, even the word commonly,
we use that here to sort of say, not
like we're just telling you the truth.
We're just, we're sort of, we're
saying this is, this is the normal,
like, like most people use this
and this is kind of that coffee
shop language I'm saying, right?
And yes, it's not purely like, and
when you're speaking to a human, you
don't, most people don't use the word
commonly, like in like conversation.
They're not like Benji commonly
the term on the channel.
Like I get that, but
that's one example, right?
We're adding some, a little
bit of nuance and then look
how we list specific channels.
It's about letting customers
buy online in store.
We don't just say it's about letting
customers buy through a variety of
channels, which we'll see in a second.
We list them by online, by
in store, or third party
marketplaces like eBay or Amazon.
Well, also, I think it's
important to explain why, though.
Because TapClicks helps
solve part of this problem.
So if you're a prospect, and you are
looking for reporting capabilities on
these platforms, immediately it speaks
to you and says, Look, we understand the
challenge that you're trying to solve.
Where as opposed to what you said, a lot
of the other pieces just say omni channels
for reporting on multiple channels at
once it being specific here is important.
Yeah, so, and then the next
sentence says, look, to help brands
do this, there are tools that
monitor data across the channels.
Then watch what we do in the second
and third or the last two paragraphs.
There's a, however, this is important.
We're setting up this twist that is
going to set up a lack or a need, a
hole in the like landscape to set up
our ability to sell tap clicks and
saying, look, our tool, our clients,
but like, you know, from our tools.
Ability to, you know, we can solve these
problems and that sentence goes like this.
However, from a reporting perspective,
the omni channel approach requires that
brands have the tools to gather this
data from all the channels they use.
We italicized all, then they
need to transform, calculate,
standardize, or manipulate that data.
You don't have to know what all of those
things mean, but know that in this space
of omni channel like data analysis,
marketing data analysis, There's this idea
of transforming and manipulating the data
is really important because tool number
one, or like channel number one, Amazon
may report on data in a different way.
Like imagine they use page views and then
like GA on your main site uses users.
And if you're trying to understand,
and then you're like Facebook ads
uses views or something like this, and
all of them are traffic metric, and
you're trying to understand and compare
which channel is working the best.
You first need to
standardize those metrics.
So this is a nuance.
Actually, this is actually a good point.
I wasn't even planning on saying
this, but this is a nuance.
Only someone who's like been in this
space would even know to put in here,
but it being in the piece, what's what
you won't even notice as an outsider,
unless I'm pointing it out, like just
again, what seems like a ho hum sentence,
then they need to transform, calculate,
standardize, and manipulate that data.
Has in it.
Stuff that tells like an educated
customer target customer prospect that
maybe has had issues with omni channel
reporting is maybe in the market for
an expensive enterprise grade tool
like tap clicks, they will have,
they'll, they'll resonate with that.
They'll be like, Oh yeah,
this was this huge problem.
I had to hire these data analysts or
whatever and pay them a full salary to
like, you know, standardize this data
across all of our marketing channels.
You don't know that if
you have not interviewed.
Like if this piece in the argumentation,
this piece is not informed by a subject
matter expert inside the company.
And that's why we use like
interview based things.
You can't, you're, you're,
you're freelance writer.
That's a Googling around.
Even if they say like, I'm a subject
matter expert because look at my
portfolio I've written on B2B.
You know, marketing for a long time,
it's, it's very difficult to get to that.
One thing before you get to that, just
on the subject matter expert, there
was a prospect that we had like last
week or two weeks ago that said, Oh,
we need to interview subject matter
experts just in the industry overall,
not, not inside the company there.
I think they were worried about just.
Taking company time for the interviews.
No, no, you said we need to interview.
We told them our process involves
interviewing and they were like, Ooh,
I don't know if like our employees are
going to have time for that or something.
Yeah.
But they, but they, they were
suggesting interviewing just industry.
Experts not subject matter experts
inside of the company and and the problem
with that approach, which, which is
something that we initially tried in
the very beginning of our business, just
interviewing, just subject matter experts.
So, like, finding some omni channel
reporting expert and interviewing
them for this article is that they
might not have the same point of view.
Around this kind of stuff.
So that needing to transform, calculate,
standardize, or when we get down to the
next section, you'll see that tools do
pieces of this, but not the whole thing.
And just so from the point of view of the
perspective of the industry expert, they
might not have the same point of view on
attacking this problem or the solutions
to the problem as you, as the subject
matter expert inside of the company.
And the subject matter expert inside
of the company can also help weave in.
The sales positioning of the product,
whereas someone from the industry, they
might get the overall pieces, right.
Like the overall argumentation, right.
To inform the piece, but it doesn't
weave in the product sales part.
And so that's just why we interview
because this, this now really relates
to the problems that customer may face.
And then specifically how.
Tap clicks can help solve this
problem and where other tools
or other methods may fall short.
Yeah, if you interviewed some outside
subject matter expert, they would
not I don't think they would include
this sentence because we included
it in order, because we know that
this is a strength of tap clicks and
we are, we're setting up the pitch.
It's going to come and they're
not going to do that for you.
They're not a tap this person.
Okay.
And then it ends with the prop.
So we say, look, from a reporting
perspective, if you want to do it, right.
You need to get the data from
all your channels and you need
an ability to like transform and
standardize and manipulate that data.
The problem is the last sentence.
Most reporting tools don't easily
extract data from all channels and
they don't let you easily store,
transform or standardize it.
So we're setting that up.
Now let's contrast to the segment one.
Same section.
It's actually their first section.
They don't have an intro.
What is Omnichannel Analytics?
So notice it's analytics.
Google's reporting, Google is
suggesting that that's synonymous.
That's totally normal and fine.
So they start off saying omni channel
analytics is the practice of gathering
and analyzing data on customer
interactions across all the channels.
Fine.
Like it's a little bit
generic, but that's okay.
We have something like
that at the beginning.
The purpose of this analysis,
second sentence, the purpose of
this analysis is to give customers a
seamless personalized experience here.
Jargon is starting to enter.
What does this mean?
And I'm getting into the details, but
like, I'm sorry, this episode is about
writing and the writing is about the
details I edit this and we talk about
this with new, mostly new, our, our, our
established writers don't really do this.
I always sort of make fun or like
poke at that word seamless because
it's such a classic B2B jargony word.
The purpose of this analysis is to
give customers a seamless experience.
What does that mean?
It was like, Oh, it like doesn't
change between this, that, and
the other also like We're talking
about analytics and reporting, a
seamless personalized experience.
I'm not sure that that's
the purpose of the analysis.
Yeah, yeah, it almost
sounds like personalization.
Right, that's right.
It almost sounds like they're
trying to sell personalization
software, not, not analytics to help
distinguish marketing between channels.
Yeah, Omnichannel Analytics are
reporting if you talk to any human,
the number one goal of it, Is to
know which channels are doing better
and which channels are profitable.
Yeah.
Even, even look at that second,
uh, paragraph when you invest
in omni channel personalization.
So like, how did we get from
talking about omni channel
analytics to now personalization?
Yeah.
The person go back to what always go
back to what, what they Googled and
what they're like to do in the photo.
The person was typing in Omnichannel
reporting and we're already like you
mentioned two paragraphs in you're
just starting to sell Omnichannel
personalization when you invest
in Omnichannel personalization,
comma, you boost your bottom line.
That's like saying someone someone
Google's like best way to count calories
or like best calorie counter app and
then well, I guess that's not it, but
like calorie counting and then it's like
when you pay attention to what you eat.
You can transform your body.
You're like, yeah, no, like
I Googled calorie counting.
Like I'm already trying to
count my calories, dude.
Like just, can we just talk about it?
Like that's what's essentially happening.
And, and it, and these are all these
subtle things that if you just kind of
like glance at these pieces, you'll be
like, yeah, yeah, they're all SEO pieces.
They all look the same.
What is omni channel analytics?
You have that in both
pieces, but when you read it.
When you start reading this,
this doesn't make sense to me.
If I give it, if I was coming
in, just looking for omni channel
analytics and I'm two sentences in
and the whole, everything here down
starts talking about personalization.
I'm like, This is not the
problem I'm trying to solve for.
I'm, I'm trying to do reporting here.
Not, not personalization.
Right.
And every sentence looks
like very professional.
It's like written well, but it
reeks of like this uncomfortableness
that you're describing, right?
Where you're like, Oh, what am I reading?
Like, this doesn't quite make sense.
And then it starts to give you this idea
of, well, this isn't teaching me anything.
Like this is just not expert level.
Like, what is this?
What am I, I'm not learning anything.
And then it continues and it does a
thing that we have talked about, I
don't know, with each other a bunch
and maybe on Twitter and stuff.
The next sentence after that is after
we surveyed over 3000 businesses and
customers across five continents, we
found that 49 percent of consumers would
buy again from a ban from a brand after
a personalized shopping experience.
I shouldn't giggle.
I'm, I'm being a little bit.
But still, on the other hand, 62
percent of consumers said a generic
experience was enough for them to
move forward from a brand new go.
But what does this have to do
with omnichannel analytics?
Okay, again, we're pulling now
stats about personalization has
nothing to do with the key topic.
And we're two paragraphs in!
We're not like deep into post where
it's like, hang on, let's give an
aside, by the way, We're Like you, I
could find a way to tie this in, right?
You can imagine deep in the piece.
We could say, by the way, all of this
omni channel reporting is often used
to support a larger goal for brands,
which is a, you know, personalized, like
an omni channel experience where their
customers can go to any channel and get
like a consistent experience with their
brand, like you could maybe do that.
It'd be a little bit of an aside.
We're two paragraphs in, they have
not connected the dots for us, and,
and, this, this is what I mean.
Like the details of what you write matter.
That even if you just surface level skim
it, it looks like it's totally great.
Look, oh, they, they
have their own survey.
They like use statistics.
You know, like people, our writers
tell us that other companies and, and
agencies they've written for, um, before
working with and at Grow and Convert.
Have literally been like, you need X
number of statistics, like in your piece.
Like that's like a requirement.
So like, does this, this forget the
fact that it's about personalization,
which already you're, you're right.
Benji to point out, that's kind of weird.
Just, can I just point out that
I don't get these statistics
and how they support it?
First of all, across five continents,
we found that 49 percent of consumers
would buy again from a brand after
a personalized shopping experience.
Is that good?
Like I was going to say it's below,
it's below 50%, are you really
making a good case for, for using
a personalized shopping experience?
And then, and then, so that's,
that's like subtly in there.
It's like below 50%.
So you're like, well, actually
51 percent say they would not,
it doesn't matter to them.
Their next sentence explicitly
denigrates their own point.
On the other, on the other
hand, 62 percent of consumers.
Which, by the way, 62 and
49 don't add up to 100.
They add up to greater than 100.
We'll leave that aside.
62 percent of consumers said a generic
experience was enough for them to move
on from a brand for Oh, oh, sorry.
I misread it.
To move on from a brand for good.
So if it was generic, they
would move on from a brand.
It's just like and then they followed
up with a more like generic stuff.
Daryl Bowden, Executive VP at Fox
Corporation, describes it this way,
quote, When you use any of our apps, you
should be greeted like an old friend.
Like, it's just like, spending a lot of
time saying all of this nonsense to you.
But I think that the key thing is
like, the introduction to us is
one of the most important pieces of
the piece, because it's what hooks
the reader, and it shows the reader
you either have expertise or not.
Like, a lot of people are making this
case, Oh, long form content is going away.
No one wants to read anymore.
Well, like if you got to this piece and
you started reading three paragraphs in
and it had nothing to do with what you
were searching for, and it's talking
about personalization and here you are,
some executive trying to figure out how
to do better omni channel reporting.
You're already gone.
You, you, you lost them already
because this shows that you
don't understand their problems.
You don't understand their pain points.
You don't, you're not speaking to them.
You're kind of just using
these, these broad claims.
And so again, I agree with you that
the details matter because this, this
to me, if I was searching for an omni
channel reporting tool, I would have
bounced already because I'm like, I
don't even understand what this has
to do with what I'm searching for.
Yeah.
And then while we're soapboxing,
the other thing that drives me crazy
about this is this is all over.
Like what we're reading
about from segment here.
This is all over.
It's all over B2B marketing
content, especially this kind of
mid and top of the funnel stuff.
Like it's going after a keyword of
like this concept and then there's
a section, what is this concept?
Like this is very common.
A lot of people say this is what content
marketing should be and the bottom of the
funnel stuff of like best X software or
whatever, like for whatever reason, like,
you know, don't waste time, whatever.
And so this, this top of the funnel
content is going to build whatever, like
the brand loyalty or something, something.
If you write it in this way, what,
how is this helping your brand?
You know what I mean?
Like if you're writing it this way,
this is not thought leadership.
What are you leading?
You know what I mean?
And so, and then, and then the final
thing, and I was going to save this
for the end, but it might as well
bring it up now and then hearken
back to it before we hit record here,
I went into chat GPT, which is a,
which is the tab I'm showing now.
I've now moved to a chat GPT tab where
all I wrote to chat GPT real quickly is,
and I know the last time I did something
like this, people were like, well, you're.
Your prompt wasn't
detailed enough, Devesh.
So fine.
It's just to illustrate an example.
I wrote, write an introduction to a blog
post, about 500 words on Omnichannel
reporting and, and chat GPT has the first
section be what is Omnichannel reporting.
And then it says, Omnichannel
reporting is more than just a buzzword.
That's kind of funny.
It's a strategic imperative for businesses
seeking to thrive in the digital age.
Like, this is exaggerated, right?
Like, this is, this is why
people make fun of AI content.
Like, it just, this is like buzzword.
Wasn't there some buzzword bingo game?
It's a strategic imperative
for, I like how it says, It's
more than just a buzzword.
It's a strategic imperative for
businesses seeking to thrive in the
digital age, which is only buzzwords.
Yeah, it, it's almost like hearing a
corporate executive speak on this stuff.
And it's similar to how people
introduce their pieces, as we'll
see in future examples here.
Yeah.
But, but they kind of do the same thing.
Like, so outside of that kind of
really silly AI written line, then it
says like, At its core, omnichannel
reporting involves collection,
analysis, and interpretation
of data in multiple channels.
That's true.
Like, anyone's gonna write that.
Because that's what it is.
That definition doesn't change.
Whether you write it as a human,
or the computer writes it, the
definition of omni channel reporting
is reporting from omni channels.
Like multiple channels.
That just kind of is normal.
Look at the next paragraph.
This goes to exactly what you're saying.
Read, read.
In today's interconnected world, customers
expect a seamless experience across
all channels, and Omnichannel Reporting
provides the means to deliver just that.
How, I'm, I'm sorry.
And if someone, whoever wrote the
segment piece, thank God there is
no, like, author byline, if you see
this video, you can totally yell at
me and say I'm being really mean.
But, like, the reality is, how different
is the chat GPT compared to Omnichannel?
What is omni channel reporting
section from segment?
Whoever wrote this would argue Devesh.
It's very different.
We have unique data from our survey.
True.
We have this quote from like, I don't
know, presumably one of their customers.
Like true.
But as per what we analyze, like,
does your data and the quote really
say anything like the data and the
quote combined all, all of that
is all that's doing is saying.
By the way, like a bunch of people
think like a multi channel personalized
experience is a good thing.
ChatGPT says the same thing.
What does chat GPT not
saying to toot our own horn?
It's not getting into the nuances
of what we had, which is by the way,
to really do it properly, you need
all the channels, all is italicized.
You also need to what, like, none of
these are saying, and I'll get to the
third example, none of them are saying,
by the way, a key thing is you need
to be able to transform, calculate,
standardize, or manipulate that data.
The last example is from dash this.
And that intro is just like classic.
Converting customers across, this
is like almost a direct competitor.
That's like a dashboard that you
can pipe in a bunch of different
marketing channels and dashboard
graph and visualize all the data.
Converting customers across all
touch points is essential to any
e commerce business strategy.
Today, it is more essential than
ever in a world where customers face
unlimited choices and businesses are
up against increasing competition.
Like this, I'm sorry, but this is
the stuff that chat GPT, right?
Yeah, that's what you're producing.
This is why it's a threat to you.
Is that too harsh?
I don't know.
No, no, I agree.
I think this one, that example seems more
similar to the segment one, the segment
one, you could argue, okay, you have like
unique data, you have some like customer
quotes, but I think at the end of the
day, it doesn't really say anything.
It's just like using those quotes and the
surveys to just like fluff up the piece
and kind of seem like it's more relevant.
This one is just like next level.
It's not really saying anything,
and it's just typical blogger style
intro where you lead with omni
channel reporting and saying omni
channel reporting is important.
It's like, okay, well, I wouldn't
be reading this piece if I
didn't think it was important.
Like, it, it just makes it, there's
no reason to put that in your piece.
Yeah, and there's all this filler
content that I've said with some, some
newish writers, including writers that
end up not working out where I'm like,
Training and training and training them.
And we talked about that in our last
video of like our last update is we
spend an inordinate amount of time
training writers because so many
people have these bad habits and we're
trying to like, take that out of them.
When I notice a writer is unsure
and not confident about what they're
trying to say, they fill the space.
To like deal with that anxiety.
They fill the space with business jargon.
Like if we continue on the dashes
example, but spreading your marketing
campaign across social media,
Shopify, email marketing, and more.
It can be challenging to get a real
time view of what's working, what
isn't working, blah, blah, blah, yet
for a business to succeed, it needs to
have this knowledge, like, yeah, why
do you don't need to put that there?
Right.
It doesn't say the same thing.
They're just like omni channel reporting
is actually really important because
people are selling on multiple channels
and then they say it again and then
they say it again, the next sentence
after yet for a business to succeed,
it needs to have this knowledge
is omni channel reporting is the
essential solution to this problem.
I think this, I'm not in writer's heads.
But I've worked with so many and
trained so many and tried so hard.
Like they're trying to
make it work with us.
We're trying to make it work.
And it hasn't, when that hasn't
happened, what I've noticed is a lack
of confidence, like, and a lack of being
sure of what are you trying to say?
And that's why I started off saying, no,
your unique opinions, no, how you're going
to tie in your product and explain it
like you would to a normal human being.
Nobody talks like this.
If you were sitting across the coffee
shop table with someone who's like,
Hey man, I'm like, I'm working at.
You know, um, walmart.
com and we have all these channels and
we sell across all this and I need like a
tool and you literally are representative
of one of the tools you would never be
like Benji for a business to succeed.
You need to have this knowledge like
you don't say that out loud, but like
they're just filling space because
they don't know what else to say.
Example number two, let's
get into some meat of it.
The segment example has this next
section that says, and I want to
talk about devolving into jargon.
This starts off actually really good and
promising and starts to get specific.
The section is titled why you
need an omni channel approach
to analytics and reporting.
So we talked about defining it, what
is, and now it's like motivating it.
What I really like about it is
the first paragraph, because it
gets into a specific example.
It says, say a customer visits
your website and responds to
a chat bot on your homepage.
The customer expresses interest
in one of your products.
Chatbot hands them off
to sales for a call.
Sales rep shouldn't have to ask the
product, what product the customer's
interested in, they should build
on the previous conversation.
That's true.
And that's like, now, now it's like a
real concrete example of like, you're
saying like, this is an example of like
an omni channel experience working well.
Benji, your objection still applies.
No, I'm like, still like, okay, but what
does that have to do with the reporting?
This is again, an Omni, you're talking
about Omni channel personalization.
So I, I don't even get how this is
ranking because I'm just like, this
has nothing to do with the same topic.
Yeah.
By the way, another aside, since our
thing, this show is full of a bunch of
rants on the side, which we get specific
feedback, including we got today that
it's entertaining and maybe this is why.
You're you, you're not, if only, if
only ranking on Google was only a
function of the quality of your content,
that would be nice, but it matters.
If this was segment.
com bought by Twilio and
everyone talks about segment.
So like what's helping
their SEO is their product.
People don't talk about this in SEO.
Right.
Just the or, or just
their, or just their brand?
It, it's like how big their brand is.
They're a large brand and so
yeah, technically they should
have more expertise on analytics
than other smaller businesses.
So let's just leave aside
Benji's objection, which is fair.
But just pretend like it's okay for them
to talk about omni channel experience.
They gave a nice specific example.
Like, if somebody comes in on a
chatbot, then get hands over to
a rep, the rep should know what
product they were interested in.
That's like omni channel,
like, experience, right?
They don't build on that.
Then it devolves into jargon,
because there's nothing more to say.
This is what I mean.
The writer I can tell is just now
like, Well, I need to fill space,
and I only had this one example.
Like literally their thing of
why do you need it is just this
example because it's obviously good.
So they say, then this example,
small facet of the experience,
blah, blah, blah, blah, blah.
Then they say marketers analyzing
anyway, they say like they
bullet point these benefits.
And the first one is
it prevents data silos.
So it says prevent data silos, omni
channel analytics and reporting prevent
data silos by revealing customer behavior
and interactions across channels.
This is, I don't know what that means.
Yeah, but I don't know what that means
because it's not specific enough.
Like, okay, so give, give an example
of how, like, what data are you trying
to analyze and like, like revealing
customer behavior and interaction?
Like what specifically, like, again,
if I was, if I was someone trying to
research this stuff, I'm like, you're
just basically repeating the same thing.
Again, you're not, you're not
really giving any specifics.
That's exactly what I wanted to point out.
So you're right.
It's jargony enough to where you're
like, first of all, what are you saying?
But even if you buy what they're saying
is like, Analytics lets you see all of
the data and the data is not siloed like
the Amazon sales data is an Amazon and
the eBay Sales is the eBay and your e
commerce is in Shopify or whatever, right?
So well, let's just give them that If
we give them that what I'm noticing
is All they're doing now over and over
again in this part is repeating the
definition of the word omni channel.
Not strictly, but effectively.
Omni channel analytics and reporting
prevent data silos by revealing customer
behavior and interactions across channels.
Dude, that's what the term
omni channel analytics means.
Like everybody knows that just
by hearing the term and then
the next bullet does it again?
So so the first bullets like header was
prevent data silos and then it had that
definition now the next bullet It's a
separate bullet is gain a 360 view of
the customer Jersey journey Isn't that
kind of if you're not siloing the data
and you're revealing customer behavior
interactions across your channels Which
was explained in the previous bullet?
Isn't that the same thing as saying,
gain a 360 view of customer journey?
Is it just to insert that
jargony phrase 360 view?
And then it says the explanation of
that says it again with omni channel
edX, you see how and where your
customers interact with your brand.
That's literally what we've just
been talking about for like the
previous, whatever sentences.
And this is also common I
see with writers, just like,
they're not sure what to say.
The reality is, they didn't have anything
to say about why do you need it beyond
that first example of like, they come in
via chatbot, talk to a rep, the rep should
know what they asked for in the chatbot.
So they're just kind of
repeating it over and over again.
Okay, so that's that.
In contrast, okay, um, we say this,
like, to be truly To be truly, we already
said before in what is to be truly.
So I'm going to the tap, click example.
I'm sharing the tap, click screen.
Now we already said in the, what is
omni channel reporting that in our
post, we wrote, look, the key is
you need to bring in all channels.
Now watch our next section and just
look and listen to how the tone,
how specific it is in comparison.
The section is titled why most
reporting tools struggle with omni
channel reporting already, that's
giving you some nuance, right?
So it says many retail businesses
use multiple tools, blah, blah, blah.
I'm going to skip over that.
Um, these disparate tools
include native dashboards, e.
g.
Shopify, God, I could even pause there and
talk for 15 minutes about how important
that is business intelligence tools, e.
g.
Tableau and extract transform load,
also known as ETL tools, super metrics.
Like instead of just talking this
random, like saying omni channel is
bringing in data from multiple channels.
Omni channel analytics is bringing
in data from multiple channels.
We are now, this is what
I think is like talking.
This is how you would talk
to a person at a coffee shop.
You'd be like, all right, dude, you
don't know any of my omni channel.
Let me explain it to you.
There's a few different tools.
Okay.
First is like your native dashboards.
Then there's like BI tools like Tableau.
Then there's ETL tools like Supermetrics.
Right?
Like, like, it's just as,
it's just totally different.
We're like talking specifics now.
Some, and then I, I'm going to continue.
Some of these tools may work as
one element of your omni channel
reporting, but they're all inadequate
because they don't have the key
characteristic we outlined above.
Which is like they don't bring in all of
the stuff and then we go bucket by bucket.
For example, a native dashboard
like Shopify has standard charts
and data for e commerce side, but
only has access to the Shopify data.
Even if you have multiple Shopify
stores, you can't aggregate data
from different Shopify accounts.
It's not possible to integrate with
marketing platforms like Facebook
ads, Twitter, let alone your other
sales data like Amazon and eBay.
And then we do that for
BI, we do that for ETL.
It, to me, and I know I'm biased, right?
Like, I think I helped edit
this post like years ago.
Like, it's just talking
at a different level.
Like, this is like specific human stuff.
You don't leave it.
You don't leave reading this
being like, what did they say?
Why are we saying the same thing again?
Like we're already going into
specific examples and be like,
here is why the native dashboard
inside Shopify, which is one of your
multiple channels, isn't good enough.
It actually can't integrate.
Oh, actually, if you have
multiple Shopify stores, even
then you don't hit one dashboard.
How would you even know to
write that without having
that kind of domain expertise?
We don't work.
We're not omni channel experts
because we interview them.
And then we write in a specific way.
Okay.
And then the last example I'm going
to give is one that's ranking way
down in like the second page, but
I wanted to show, I wanted to kind
of, I was kind of curious, like,
are these same problems here?
Like on positions two and three?
Cause, cause someone could object and be
like, well, Devesh, like you're ripping
segment and dash this, but they're two
and three, which is like pretty good.
That's right.
Like they are two and three
and that is pretty good.
Um, so I went to one called like Mandala
AI, which I've never heard of before.
Um, but it looks like it's like
a tool that does this right.
Mandala analytics.
You can like see a little
ad on the right hand side.
And this is now deep inside.
Um, like kind of the how to
section of the post, like we're
past kind of the intro stuff.
Um, and it says, and it
starts to give advice.
So if we just look at the headers, it,
it, it does this thing like key metrics
and data points, blah, blah, blah.
It has so much like just jargony
stuff that we've talked about.
But number one, identify the omni channel
metrics relevant to your business.
You can identify the metrics that
truly matter to your business by
pinpointing key performance indicators
such as this, that, and the other.
Decide on a data sourcing strategy.
And this just highlights one of my
key points in writing is don't say
stuff that everyone already, right?
Or at least if you say it, say it
in a way where you say, of course.
Like, of course people need to
identify the metrics that are
important to your business.
Also, you don't need to tell anyone that.
Like every, anyone in the business
is obsessed with the metrics that
are relevant to their business.
It's just like, again, it's like
reeks of, well, I don't know
what to say, so I'm just going
to say a bunch of obvious stuff.
And then, and then that's going to
get me into, um, going on a deep
dive of how we tied in tap clicks.
Okay.
So like people, the last thing, and
we'll close after this is we started
off this episode saying like, also in
a keyword like omni channel reporting,
we found a way to tie in and sell
the product and here's how, right?
So everything I said on the
TapClicks post, we set up like,
here's what a good tool should do.
It should put in data
from all your sources.
It should automate the calculation
and transformation of that data.
And you should be able to scale it.
And then we talked
about what reporting is.
We talked about the weaknesses.
We talked about why like native dashboards
and all these other tools are not enough.
And then we go into like, here's how our
tool fulfills those three characteristics.
Number one, tap clicks and connect
to all of your data sources,
including in store POS systems.
So comparing again, while all the,
while your competitors, if you do
this, while your competitors are saying
the most obvious stuff, like identify
the stuff related to your business,
decide on your data sourcing strategy.
What does that even mean?
My strategy is to get all
of my data into one place.
That's literally what I'm Googling.
Right.
Instead of that, we're now
saying, here's what we can do.
We can actually connect to all of them.
And we explain like the
details of how tablets does.
And I'm not going to say the details,
but it says like we can, we have
built in connectors to over 250,
like common marketing sources.
And later we have tablets has this tool
called a smart connector, where if you
have some obscure data source where you're
selling stuff that is not Shopify, that's
not Amazon and some obscure one, that's
not one of the one 50, they actually have
this feature called a smart connection.
Where you can like create a
custom connection and grab that
data from any of your sources.
So it truly can be a place where
all of your data goes into it.
Then number two, all these other posts
are just like assuming if you've just
like grabbed and sourced the data from
all of your places, that's you're done.
If you notice that they
just kind of assume that.
You're just like, well, like omni
channel means like grabbing data from
multiple channels and then you're
done like actually you're not done.
You grab the data and the data is
like formatted in different ways.
The like denominators are the different,
the metrics they use are different.
What are you going to do?
And then we go into factor number two.
We have a way to like automatically
turn view, like equate and standardized
views versus page views versus
users versus sessions or whatever.
Right.
And we go in like, look at the detail.
So what do we mean by a product metric?
Okay.
And we go into specific examples.
Let's say you simply want to add up the
sales of each product from different
sales sources, like your retail POS,
your e commerce site, et cetera.
You need to do this every month.
Normally you'd have a spreadsheet, all
product a sales on those channels B plus.
And then we go into like how
the spreadsheet would work
and how ours would work.
We give specific screenshots, this, like
this, this, if, if you are like, how
does my brand have really good, right?
How do we make good writing?
Like, this is how.
It is not easy.
It is not fast.
It cannot be done by ChatGPT.
I'm sorry, at least not today.
If you want to, like, save this video
and then, like, come back to me ten years
later when ChatGPT can do this, so be it.
Um, and so, like, this is how we sell it.
And if we scroll through, like, segment
posts, they don't actually sell segment.
Like, there's this one part inside
it where it says, there's somewhere
where they say, like, you know, use
some different tools or whatever.
Oh, yeah, like there's
three tools for doing it.
There's customer data
platforms like segment.
There's data analytics tools
like Qualtrics and there's ETL
tools like these other ones.
And then they just say how to
implement it, consolidate your data.
Oh, I guess they do say standardize
how you're going to do it.
But we talk about like, how
does that actually work?
And create a single view.
And we have set up the piece in a
way where we go into massive detail
of like exactly what scenarios
cause you a bunch of problems
that the product tap click solves.
This is like putting a demo or
a sales call in your blog post.
That's why these convert really well,
and they're, it's ranking number one.
That's it.
That's all I have to say.
Anything else you wanted to add?
No.
I mean, that, that goes through it.
Yeah.
Um, we will put in the show notes,
some pieces, like I had some tabs
open here that I didn't get to, but
we have a piece called, uh, the detail
principle of writing good blog posts.
And I talk about how, like the
difference of good and bad is like
a bad blog post will make a claim.
Okay.
And the good ones will give
detail to back that claim.
And that's not just like 42
percent of users surveyed by
Harvard said this and that.
It's like.
Like much more detailed backing
that we sort of examined like showed
in these examples And so we'll put
that in there and we'll put some
other writing related articles.
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