• 00:39: Bryan’s original post on how IBM generated over $250M of lifetime traffic value (LTTV) in 2021
• 1:10: IBM’s “Inbound Workbook”
• 8:13: What processes have made the workbook successful?
• 10:41: What is the “diamond team model” and how has it helped SEO in larger organizations
• 16:45: IBM’s SEO team breakdown
• 21:46: The benefits of keyword frameworks
• 14:25: Why user stories are important
• 16:42: What is content engineering?
• 24:54: IBM’s attribution models
• 29:44: How to build an SEO movement at a large organization
• 33:20: The benefit of using keywords in addition to charts in internal reporting
• 40:23: Who do you invite to the internal Slack channel?
• 42:36: Bryan’s evolution of role and management best practices
• 45:19: How IBM uses internal blogging
• 51:54: The pros and cons of email communication
• 53:58: How long does it take to roll out a successful SEO program?
• 1:01:00: The effects of redirects for IBM, link building strategy

• Bryan's Substack SERPerStar
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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: [email protected] #seo | #contentmarketing

• 00:17: Elsie’s roles and what it means for onboarding
• 00:37: What are some of the strategies we use to scale our training?
• 2:08: The benefits of open-source knowledge
• 3:28: Hiring in cohorts
• 4:00: The controversial “test” project
• 5:58: How to hire and train remote teams
• 7:01: The advantages of bringing in other managers, mentors early on
• 8:14: Ideal length of training period
• 8:57: Integrating new hires with clients
• 9:32: Are probation periods necessary?
• 10:39: How to apply training to different paces of learning
• 12:02: How often do we evolve/update our processes?
• 13:08: The importance of noting expectations
• 13:56: How to track performance of new hires, determine fit
• 15:59: As an applicant, learning about your company matters
• 17:36: What we’ve learned in training/onboarding after growth
• 20:55: SiegeLearn discount, use code "ELSIE25" (Limited quantities available)

• Siege Media is hiring!
• Enroll in SiegeLearn
• Follow Elsie on LinkedIn
• Follow Drew on Twitter
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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: [email protected] #seo | #contentmarketing

• 0:39: What content strategy means at the enterprise level
• 3:02: How to navigate push back
• 4:58: Governance model examples
• 6:56: Quick wins vs. big build-outs
• 9:16: The importance of work-in-progress updates before major deliverables
• 12:38: Mike’s playbook for getting things done as an agency in an enterprise organization
• 14:25: Why user stories are important
• 16:42: What is content engineering?
• 21:19: How to model scope on a per post basis
• 22:41: Lessons after both working for and running an agency
• 28:18: Mike’s upcoming book on the science of SEO
• 30:40: What is something you don’t like about the SEO industry?
• 34:10: Why empathy is key at agencies
• 37:45: Mike's new beta rank tracking tool
• 40:08: What is something you do like about the SEO industry?

• iPullRank is hiring!
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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: [email protected] #seo | #contentmarketing

Show Notes:

• 00:10: Welcome, John-Henry Scherck, founder of Growth Plays
• 00:28: What’s evolving in SEO and content in 2022?
• 3:39: Technical SEO is a bargain, not a mandate
• 6:58: Do CMSes prevent technical SEO debt?
• 10:05: Utilitarian content vs. “engaging” content
• 11:29: Why low time to value and instant gratification is key for content
• 14:25: Taking a John Barrows approach (give and take vs. give)
• 15:20: Segmenting for audience type per content
• 17:53: Content hub and Learn Center design best practices
• 23:41: Is trend reporting necessary for investors?
• 28:49: The benefit of passive link acquisition via trending topics
• 31:40: How major reports affect rankability
• 36:15: How to move the needle in enterprise environments remotely
• 43:48: Implement imagery effectively
• 46:55: Units and content cost, mapping out the best ROI model
• 49:26: How to make valuable assets
• 53:41: What we can learn from SmartSheet
• 58:57: Tips, tools and tactics from John-Henry

Show Links:

• The John Barrows approach
• Follow John-Henry on Twitter
• Follow Ross on Twitter
• Send 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: [email protected] #seo | #contentmarketing

Show Notes:

• 00:12: Meet Tom Critchlow, Strategy Consultant, Founder of SEO MBA and former VP of Operations at Distilled
• 1:21: How to secure a substantial SEO budget
• 5:13: Tom’s contrarian take on how companies should invest in SEO
• 6:15: The secret behind organizational charts
• 7:42: Best metrics to use for proving ROI
• 10:46: Common mistakes in strategy presentations to the C-suite
• 13:43: The correlation between updating content and renewals
• 15:50: Why communicating ROI in annually is ideal
• 17:14: Tips for communicating link building ROI
• 20:50: How to calculate monthly link value
• 21:20: Revenue forecasts don’t always have to be right, here’s why
• 23:23: Ideal timelines for revenue conversations with the executive team
• 24:30: The value of email sign-up’s
• 26:47: How to navigate securing budgets in a difficult environment
• 31:08: How to build a better proposal for your client
• 34:01: How long should a pitch take for a big C-suite?
• 41:27: Why new Directors can be your key to funding
• 44:03: Lessons learned, why growth and excitement are more useful than you think
• 49:44: Impress with communication
• 53:43: How to express results when your client is already trending up
• 54:30: What’s next for Tom’s SEO MBA

Show Links:

• Enroll in SEO MBA
• Follow Tom on Twitter
• Follow Ross on Twitter
• Send 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: [email protected] #seo | #contentmarketing

Show Notes:

• 00:30: How Amanda built Fitbit’s B2B marketing strategy
• 2:27: 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 Agency
• 8:48: How to build a successful podcast
• 10:48: “Influence the influencer strategy,” approaching guests that have a strong following (and get noticed)
• 12:49: Integrating personal branding with your company
• 13:28: 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 audience
• 19:31: The benefits to implementing a contrarian content marketing strategy
• 20:29: How to expand your content to multiple platforms and formats
• 22:28: Learn from the “recap strategy,” solving your own problems first
• 22:49: How to leverage agencies to use your tool
• 24:55: The #1 converting piece of content for SparkToro, “Fake Follower Audit”
• 26:01: Learn more from Amanda after this podcast

Show Links:

• Fitbit’s Challenge Idea Generator
• SparkToro’s SparkScore (free tool)
• SparkToro’s Office Hours
• SparkToro’s Fake Follower Audit (free tool)
• SparkToro’s Audience Reach newsletter
• Learn more about Amanda on her website
• Follow Amanda on Twitter
• Follow Drew on Twitter
• Send 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: [email protected] #seo | #contentmarketing

Show Notes:

• 00:22: Disclaimer: Not investment advice! But, still important
• 00:38: What can we learn from NerdWallet’s traffic history
• 1:29: How NerdWallet’s syndication and penalization in 2017 has affected them today
• 3:36: Why multiple strategies can help combat unexpected traffic hits
• 4:04: NerdWallet’s “sin” in syndication
• 5:07: How top-of-funnel reach has contributed to NerdWallet’s success
• 5:45: Is NerdWallet’s brand defensible? What you need to invest in to “win”
• 7:03: How NerdWallet bets on quality, vulnerability to Google
• 7:53: Is it alright to be dependent on Google?
• 8:27: How younger companies can leverage their funding rounds for links and press
• 9:38: Solving for Quick Answers is still crucial
• 10:31: The risk of Google taking over tools
• 11:56: NerdWallet’s privacy and security concerns
• 13:33: What it means when a billion dollar company is built on SEO and content
• 14:23: When can we expect a Siege Media IPO on the markets?

Show Links:

• Follow Drew on Twitter
• Follow 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: [email protected] #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 Strategy
• 00:56: Why Darin created an agency-wide presentation on “Representation in Design”
• 2:06: How Giselle’s Instagram has become a platform for inclusion and diversity
• 3:01: Checking the biases of your business and colleagues
• 4:33: How to combat fear of representing things “wrong”
• 6:50: The importance of keeping others accountable 
• 8:13: What to do when clients give pushback
• 11:44: How “checking boxes” for diversity can result in tokenism 
• 12:31: Designing “real” people and why representation is more than just race
• 14:47: Giselle’s inspiration for illustration and graphic design
• 15:44: Why audiences are supporting businesses they believe in 
• 16:10: How to improve your content marketing through writing
• 17:10: Improve your education on representation internally first
• 17:33: Supporting the greater good is good for business
• 17:50: Closing thoughts and resources

Show Links:

• Follow Giselle on Instagram
• Follow Darin on Dribbble
• Follow Cara on Twitter
• Follow 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: [email protected] #seo | #contentmarketing

Show Notes:

• 00:20: Drew coins the term “algo-holic”
• 00:30: Why you probably weren’t hit by an algorithm update
• 2:01: How brands with good reputations can disrupt your space
• 2:50: Measuring competitive research effectively
• 4:20: How to understand the biggest players via keyword research
• 5:58: Why monetization models play a part
• 6:52:  Acquisitions in your industry vs. ranking longevity
• 10:20: The importance of homepage link velocity
• 11:37: Why following Google’s updates is still important

Show Links:

• Follow Ross on Twitter
• Follow 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: [email protected] #seo | #contentmarketing