1588 – Building Content that Organically Attracts Inbound Leads with Rampiq’s Liudmila Kiseleva

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0:58with us right now ludmila kisielova it's a pleasure to have you you are the founder ceo of rompik uh rompik is on the web at rompik.agency i'll spell this r-a-m-p-i-q.agency and of course to our friend that's listening to our conversation just click around look for what we've got the show notes for this episode. We've got a direct link to your website, Ludmila, but thank you so much for joining us. Thank you, Josh, for having me. Thank you. You are a world traveler. Right now, you are actually stationed in Georgia, right? That is correct. That is true. And Georgia is a country, not as the state in the name of the name.

1:41Right, right, right. Yeah. I live in Orlando, Florida. So typically, we think of Georgia as the next state up. He's just going to drive through or it's got some beautiful parts to it as well. But tell us about Rampeak. Rampeak is the B2B digital marketing agency. We work primarily with the IT companies, B2B, IT and sales companies, and we help them get more revenue and leads from their websites. Yeah. Well, leads is kind of an interesting topic, right? Because I I think that there's a lot of ways that you can do lead gen that's spammy, noisy, maybe not super classy. I don't know. What's your experience with the state of lead gen today?

2:28All I know is that I find myself the victim of a lot of lead gen in my inbox. No, we don't do cold outreach or any spammy techniques that everybody hates. Instead, we are heavily focused on organic growth. We do a lot of SEO, but not the kind of SEO where you put like a bunch of keywords out there and a couple of backlinks and you consider your job done. Our focus is to help our customers build content that attracts leads. So it's pure inbound. We are not doing any outbound programs. We are doing inbound. and with our content creation process, we showcase the expertise and the value that our clients deliver to their audience, to their prospects.

3:16So it's more organic, more genuine and of course, more profitable in the longer run because that contents that we create together now, I'm very ready to talk about the process that we designed around it, is definitely helping our clients to position themselves in the right way. So we use content as a positioning tool, as the marketing tool, as expertise showcase tool, not just something you write out there and sit there and wait until your blog starts generating your leads. No, that's not our process. We use SEO plus content marketing as an engine, something that works as a machine. Yeah. What do you say to a client who says, well, that sounds good, but that sounds like it's also going to take a lot of time.

4:02We need to get going. That's why we reinvented the content creation process in a way where we interview our clients. So, Josh, for example, from the entrepreneurship perspective, from helping other entrepreneurs get a good traction in their business, giving them advice and navigating your audience, you can talk about it for hours, right? So you don't have to do any research. you just can sit down with me. I can interview you for 30 minutes or so. Then I will hear your perspective on some burning questions that really are interesting to your audience. So what I'll do with that next, I will do a video.

4:50I will do an article. I will do the clips for social media. I will repurpose that content in a way where the audience of my clients will see their expertise and how unique and genuine they are. It's not about just putting together blogs that nobody reads. It's about putting our clients as experts, positioning them up front and in front of their audience as professionals. And as the buy side product, I will also produce the content that Google loves. I will definitely do the text version of it. I will put together a guide. I will put together a couple of long reads or maybe shorter form content.

5:32Out of those 30 minutes of conversation, we will have a bunch of stuff that we can use to position our clients in the expert way. And we can then distribute that content everywhere. Well, that sounds like a great plan because, you know, when I talk with leaders, like we feel that pressure, right, where we need to be getting our message out there. But, you know, sometimes it's just like, do I really just need to sit down and write an article? And there are so many good tools that are coming about now. I have to imagine, you know, between ChatGPT and, you know, the various uses. And I think what's so exciting is seeing that engine now behind so many existing tools that we're already using and how that's going to improve everything.

6:23But there's got to be, as a matter of fact, I just saw on your LinkedIn, you kind of going through some tools that you think are a pretty good stack for SEO. Do you mind maybe sharing some of the technology that you're most excited about in this world right now? Sure. And this is the combination of ChatGPT, exactly as you were saying, and the more traditional SEO tools. We use Ahrefs a lot, SEMrush, and some more like uprising stars. It's again about time saving. The content creation is one of the most painful jobs for the leaders and for the marketing teams as well, exactly as you were saying.

7:04But still, there is a caveat here. Most of the recent Google updates penalize you for just AI-generated content. If you just simply use the tools without putting a lot of thought into that, not only you produce the content nobody's interested in, you are risking your brand, you're risking your positioning on Google, you're risking your organic rankings. That's why we blend everything together in our process to make sure that our leaders, our experts on the client side stand out. And thus we address two biggest SEO challenges, except for time. We address Google updates, because now if you heard of EAT, like the expert content update that Google introduced.

7:45No. It's interesting because ChatGPT and all the AI-based tools, they give a boost to the thin content, low quality content. Right. Content that is not original, that is not unique, which doesn't add a lot of value. So Google fights with that content and promotes more expert content, more authoritative content. The content that adds value to the reader. And this is how, by combining the AI tools and foundation, and then adding the people component, expertise component on top of that, you can win quicker. this is another thing um that happened over the past maybe couple of years seo is no longer slow that's something that a lot of tech companies are still missing out and a lot of businesses actually everybody thinks not everybody most of the people think that seo takes time you need to wait for months, if not years.

8:49Check out the case studies on my website. I can prove that if you apply a proper process, if you blend your SEO knowledge with really genuine and valuable content, you can rank much quicker, quicker than ever before. And I've been in the industry for 15 plus years. I've never seen anything like that happening. Now it's quick. It's fast. Well, that's good news, especially for someone that's, you know, it's, I feel like, you know, a lot of times, you know, getting results from SEO is kind of like losing weight. You know, you're going to have to just grind it out. It's going to take time. You've got to be patient day after day.

9:37Keep doing the right principles. Nothing anymore. No, that's good news. I'm very grateful to hear that. Uh, Lumila, um, when you talk about the content and I, you're, you're talking about this already. So obviously a really great blog article, you know, content rich answers questions, you know, that, that folks are searching for is valuable. how do we better capture folks that are coming to visit us as opposed to they read the article and then they're just like, okay, I don't care who you are. Thanks for the answer. I'm out of here. This is a very interesting question. And when we are talking about better conversion rates from SEO, like converting them, like making them either follow us or get in touch with us, we can think about two things.

10:27We can think about building a personal touch, personalized approach to the folks that are reading our article. And I'll explain a few ways how you can potentially do that. And we are talking about the right call to action, the right CTA, not just like, hey, contact us to find out more about us. So if we decompose the first thing, what you can do, you can immediately add the expert comment to every article that you have on your blog post. You can record a quick video or at least put a quote from your leader, like from a person who is actually standing behind that content, which will make your article stand out out of like three or four that you're reading, because you will have an expert talking about the thing that matters to you, about your pain points.

11:18If we are talking about a great article, like really good, really useful one. Uh, adding a video, adding quote, adding something conversational from the author is a great thing to, uh, improve the stickiness because you're not just reading something. You are actually talking to a person who is leading you through your problems, who is answering your questions, not a text from, from a copywriter. This is the direct quote from the expert who knows what he or she is talking about. That's one. and when you're thinking about great CTAs, you can immediately plug in the widget from your calendar. Don't send them to the contact us form.

11:58Let them book a meeting with you. Be open. Let them start a conversation with you. That's something that we started to do quite recently. We are upgrading the CTAs either to something very relevant, like, hey, if you have that problem, We help 20 plus companies to address it. Talk to us. Or here is the case study that you might be interested in. So don't leave now. Go to the second page. Go deeper. Look how that problem was decomposed and solved already for the company like yours. And then we have a nice way to open up a conversation by offering them a free consult. Like book a meeting with us.

12:40Talk to us. that's that's how you become more conversational with people more open and those who really read and really listen uh usually tend to come and talk to you this is the power of inbound something that i really like about great content and building the whole journey the whole funnel around it i kind of hate the word funnel though because it's something that really force force people through, but if you are opening ways to get into active conversation with you, this is a game changer. This is something completely different. Not too many people do that. How often do you see the core working widgets directly on the landing pages of blog articles?

13:19I think that people need to start doing that more often. You're opening up and saying, hey, this is me. This is my calendar. If you like what you're reading, if you need expert advice, no strings attached, no pitches, no sales just let's talk yeah um so on your website um let's point out uh where uh you know what you'd recommend in terms of next steps so uh again your website is rompeak.agency r-a-m as in mary p as in paul iq.agency uh i bet you have good resources on your site But you have a fantastic blog. Yeah, we are very, pretty much experimenting with ourselves. Like, you know, the doctors that apply the medicine to them first and then to everybody else.

14:08But I can show you an example of the article that's actually driving us cold bookings and driving the business. So if you go to our blog and click on the first featured article about Google Analytics for Migration, Complete GA4 Migration Guide for SaaS Product Checklist. And look at this. Oh, look at that. This is cool. Okay. So to folks who missed this, go to rompeak.agency, click on blog, and then find the article Complete GA4 Migration Guide for SaaS Products with Checklist. Yeah? Mm-hmm. Exactly. And then what you have. have okay just to describe this here you have step one two three four all the way to nine so it's like this is very actionable where and then all of these then are linked like they're underlined and they link so you follow through i mean this is wow this is rich this is i mean you've got graphics and and like this seriously is like high quality stuff i mean this is this This is something you would expect to pay for just how thorough this guide is that you've designed.

15:18Thank you so much. This is a great example of article that ranks naturally. This is the article that actually drives us business. I bet it does. People are booking calls with us. The call booking form is the very last one, the very last piece of the pages. You scroll down all the way. Wow. I am sharing this with this article with my team right now. Take a look at this. Okay, so you do this for people? You do this for other folks then? Yeah. Yeah, exactly. Yeah. Exactly. We are exactly the same process. What I'm saying, just don't take my words for granted. Go to case study section. Take a look at what we've done.

16:01And we do it through saving a lot of time and energy on interviews because we do the background research. So we don't just go and interview you. We ask you a series of questions. We give you time. We get your ICP first, ideal client profile. Then we see what kind of content gaps you already have. If you are an established business, you'd probably have something already. So not necessarily you need to create new content all the way. You might want to get the benefit of content recycle program that we offer as a part of our process. so as long as we have really good understanding of what your who your targeting audience is we apply the content creation process which is very similar to what you see on my blog you'll get the checklist you'll get the audio file the video file you get the infographics the screenshots something practical something valuable and if you ever dealt with ga4 migration you know how tedious It is.

16:58It is. Yeah. Step-by-step process where it's very easy to miss a step or two. That's why we try to add value. Even if you don't want to become our client or you don't need J4 migration help, at least you can get the checklist, grab it to your email and send it to your team. This is how we build a more loyal audience. So you can email that checklist to yourself and we will not be sending you anything. Probably I will send you a newsletter or two, but that's it. Well, this is really cool. Ludmila Kisileva, and I apologize, I'm close on the name. No, you're doing really good. You're doing really good.

17:40CEO of Rumpik. Again, your website, rumpik.agency. It's been a great, great conversation. Again, to our friend, just go visit, go take a look at their blog. and then you also have a little quiz on here as well about kind of the biggest demand in your business right now. Fantastic. I love what you're doing. This is great. Thank you so much, Josh. Ludmila, thank you so much for being a guest. Thanks for having me and appreciate the conversation and all the attention that you gave to my business. Thank you, Josh.

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