Content and Conversation: Organic Growth Insights from Siege Media

Show Notes:0:39: What content strategy means at the enterprise level3:02: How to navigate push back4:58: Governance model examples6:56: Quick wins vs. big build-outs9:16: The importance of work-in-progress updates before major deliverables12:38: Mike’s playbook for getting things done as an agency in an enterprise organization14:25: Why user stories are important16:42: What is content engineering?21:19: How to model scope on a per post basis22:41: Lessons after both working for and running an agency28:18: Mike’s upcoming book on the science of SEO30:40: What is something you don’t like about the SEO industry?34:10: Why empathy is key at agencies37:45: Mike's new beta rank tracking tool40:08: What is something you do like about the SEO industry?Show Links:iPullRank is hiring!Follow Mike on TwitterFollow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:10: Welcome, John-Henry Scherck, founder of Growth Plays00:28: What’s evolving in SEO and content in 2022?3:39: Technical SEO is a bargain, not a mandate6:58: Do CMSes prevent technical SEO debt?10:05: Utilitarian content vs. “engaging” content11:29: Why low time to value and instant gratification is key for content14:25: Taking a John Barrows approach (give and take vs. give)15:20: Segmenting for audience type per content17:53: Content hub and Learn Center design best practices23:41: Is trend reporting necessary for investors?28:49: The benefit of passive link acquisition via trending topics31:40: How major reports affect rankability36:15: How to move the needle in enterprise environments remotely43:48: Implement imagery effectively46:55: Units and content cost, mapping out the best ROI model49:26: How to make valuable assets53:41: What we can learn from SmartSheet58:57: Tips, tools and tactics from John-HenryShow Links:The John Barrows approachFollow John-Henry on TwitterFollow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:12: Meet Tom Critchlow, Strategy Consultant, Founder of SEO MBA and former VP of Operations at Distilled1:21: How to secure a substantial SEO budget5:13: Tom’s contrarian take on how companies should invest in SEO6:15: The secret behind organizational charts7:42: Best metrics to use for proving ROI10:46: Common mistakes in strategy presentations to the C-suite13:43: The correlation between updating content and renewals15:50: Why communicating ROI in annually is ideal17:14: Tips for communicating link building ROI20:50: How to calculate monthly link value21:20: Revenue forecasts don’t always have to be right, here’s why23:23: Ideal timelines for revenue conversations with the executive team24:30: The value of email sign-up’s26:47: How to navigate securing budgets in a difficult environment31:08: How to build a better proposal for your client34:01: How long should a pitch take for a big C-suite?41:27: Why new Directors can be your key to funding44:03: Lessons learned, why growth and excitement are more useful than you think49:44: Impress with communication53:43: How to express results when your client is already trending up54:30: What’s next for Tom’s SEO MBAShow Links:Enroll in SEO MBAFollow Tom on TwitterFollow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:30: How Amanda built Fitbit’s B2B marketing strategy2:27: Why putting effort in tools pays off, Fitbit’s “Challenge Idea Generator”5:40: Amanda’s lessons and strategies as Head of Marketing at Growth Machine: SEO & Content Agency8:48: How to build a successful podcast10:48: “Influence the influencer strategy,” approaching guests that have a strong following (and get noticed)12:49: Integrating personal branding with your company13:28: What are the best KPIs for building inbound marketing and user acquisition?15:09: Give users evergreen resources, SparkToro’s virtual event series, “Office Hours”17:59: Understanding your audience19:31: The benefits to implementing a contrarian content marketing strategy20:29: How to expand your content to multiple platforms and formats22:28: Learn from the “recap strategy,” solving your own problems first22:49: How to leverage agencies to use your tool24:55: The #1 converting piece of content for SparkToro, “Fake Follower Audit”26:01: Learn more from Amanda after this podcastShow Links:Fitbit’s Challenge Idea GeneratorSparkToro’s SparkScore (free tool)SparkToro’s Office HoursSparkToro’s Fake Follower Audit (free tool)SparkToro’s Audience Reach newsletterLearn more about Amanda on her websiteFollow Amanda on TwitterFollow Drew on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:22: Disclaimer: Not investment advice! But, still important00:38: What can we learn from NerdWallet’s traffic history1:29: How NerdWallet’s syndication and penalization in 2017 has affected them today3:36: Why multiple strategies can help combat unexpected traffic hits4:04: NerdWallet’s “sin” in syndication5:07: How top-of-funnel reach has contributed to NerdWallet’s success5:45: Is NerdWallet’s brand defensible? What you need to invest in to “win”7:03: How NerdWallet bets on quality, vulnerability to Google7:53: Is it alright to be dependent on Google?8:27: How younger companies can leverage their funding rounds for links and press9:38: Solving for Quick Answers is still crucial10:31: The risk of Google taking over tools11:56: NerdWallet’s privacy and security concerns13:33: What it means when a billion dollar company is built on SEO and content14:23: When can we expect a Siege Media IPO on the markets?Show Links:Follow Drew on TwitterFollow Ross on Twitter Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:14: Drew welcomes new guests to the podcast: Giselle Matz, Graphic Designer; Darin Lammers, Art Director; and Cara Brown, Associate Director of Brand Strategy00:56: Why Darin created an agency-wide presentation on “Representation in Design”2:06: How Giselle’s Instagram has become a platform for inclusion and diversity3:01: Checking the biases of your business and colleagues4:33: How to combat fear of representing things “wrong”6:50: The importance of keeping others accountable 8:13: What to do when clients give pushback11:44: How “checking boxes” for diversity can result in tokenism 12:31: Designing “real” people and why representation is more than just race14:47: Giselle’s inspiration for illustration and graphic design15:44: Why audiences are supporting businesses they believe in 16:10: How to improve your content marketing through writing17:10: Improve your education on representation internally first17:33: Supporting the greater good is good for business17:50: Closing thoughts and resourcesShow Links:Follow Giselle on InstagramFollow Darin on DribbbleFollow Cara on TwitterFollow Drew on Twitter Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:20: Drew coins the term “algo-holic”00:30: Why you probably weren’t hit by an algorithm update2:01: How brands with good reputations can disrupt your space2:50: Measuring competitive research effectively4:20: How to understand the biggest players via keyword research5:58: Why monetization models play a part6:52:  Acquisitions in your industry vs. ranking longevity10:20: The importance of homepage link velocity11:37: Why following Google’s updates is still importantShow Links:Follow Ross on TwitterFollow Drew on Twitter Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:0:53: The philosophy behind testing content marketing1:39: Why we don’t do short engagements2:25: How building a recognizable brand plays a part3:03: Best-in-class content = time3:44: The timeline from first day of engagement to ranking page 16:19: Difference in timeline for a low-authority website7:36:  How to deal with clients new to content marketing8:58: Case study examples10:24: Why six months is the magic number11:01: How you know your content isn’t workingShow Links:Follow Ross on TwitterFollow Drew on Twitter Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:0:32: Meet Elsie Weisskoff, her role at Siege as Creative Content Lead1:50: The definition of “brainstorming”2:08: The brainstorming process at Siege Media3:16: Group dynamics when thinking creatively3:58: How Siege Media’s brainstorming has improved over time4:46: Producing ideas–best tools to use for brainstorming6:40:  The power of Reddit, how to use it effectively7:41: Why platforms like “The Pudding” are beneficial8:02: Breaking up B2B and B2C ideas9:05: How to brainstorm for niche industries9:34: Promotable vs. SEO topics11:01: What type of content does well in B2B markets?12:49: How do you brainstorm for a mature content strategy?14:13: Best criteria for a content revamp15:29: How to look for passive link opportunities18:09: What is the Keyword Opposition to Benefit (KOB) analysis? 20:23: What does the future of brainstorming look like?Show Links:Follow Elsie on LinkedInFollow Drew on Twitter Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:0:14: Welcome, Drew Page! Content Marketing Lead at Siege Media0:44: Growing from 1-100 people, what's the secret to retention?3:32: How do you effectively pair a Content Marketing Specialist with a client that's in their area of expertise (E-A-T)?4:51: Ross' push to improve company culture, and why hiring great people with better benefits is good for business6:11: Why inclusive access to education and training is best for everyone7:15: What do you contribute to Siege's design team success?8:36:  The commitment to video and its influence on content strategy9:54: Differences in retention rates in CMS vs. Designers10:54: How did you develop a process to determine if a client is right for our services?13:01: What brought ESG initiatives to high-priority?14:57: You've developed a culture of open-source knowledge. Why?16:21: Moving towards 100-200 team members, what do you think the biggest challenges will be?17:09: How has SiegeLearn affected business both internally and externally?18:12: Do you plan to be CEO forever?18:25: Drew's plan to take over as CEO and stories of his first interview at SiegeShow Links:SiegeLearn Content Marketing CourseFollow Ross on TwitterFollow Drew on TwitterSend Ross an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing