Connect with our guests π
Maria Stanciuc: http://www.linkedin.com/in/ana-maria-st%c4%83nciuc
Romana Hoekstra: http://www.linkedin.com/in/romana-hoekstra
Lashay Lewis: http://www.linkedin.com/in/lashaylewis
Bianca Wilk: http://www.linkedin.com/in/biancatwilk
Jeremy Sacramento: http://www.linkedin.com/in/jeremy-sacramento-b2b08618b
Alejandro Salse: http://www.linkedin.com/in/alejandro-salse
Bethany Fagan: http://www.linkedin.com/in/bethanyfagan
Tekpon is a SaaS marketplace born out of the genuine desire to help people change how they consume and purchase software products and services. Tekpon has behind a team of enthusiastic tech lovers whose main goal is to help users boost their lives and businesses with the right software.
Connect with Tekpon β‘
Website: https://tekpon.com
SaaS Entrepreneurs & Startups: https://www.facebook.com/groups/tekpon
Listen to the podcast π§
Spotify: https://open.spotify.com/show/0sf7X3sC8Pg8gzpphTYxgi
Apple Podcasts: https://podcasts.apple.com/us/podcast/tekpon-saas-podcast/id1637493062
The topics we've discussed π
0:00 Intro
05:18 Importance of being creative and building content around people to make Google happy
07:10 Changes made to content brief templates, keyword research process, and interview templates to include more relevant information and build content around people
09:12 Building content around people, their pain points, challenges, and how the product solves them
11:03 Google's updates on SEO terms and concern about decaying content
12:40 Content repurposing and refreshing to measure impact on the bottom line
14:06 Monitoring and analyzing metrics to determine the effectiveness of content
15:48 Google refining its algorithm to prioritize valuable content over SEO tactics
17:23 Discussion about SEO being unexplored or ignored in the speaker's organization
19:10 Competing in a tough space against B2B marketers and agencies
21:05 Focus on choosing keywords to rank for and using content, considering user experience and product elements
22:40 -Tracking touchpoints in the buying journey and attributing good SEO performance to organic first touch
25:43 - Setting expectations and having specific data to prove the success of strategies to executive leadership
28:08 - Communicating the value and selling the strategy to decision-makers for executive buy-in
30:06 - Aligning with executive goals and demonstrating impact on KPIs for gaining executive buy-in
33:15 - Importance of a holistic content marketing strategy covering every stage of the buying journey
34:36 - Alignment between marketing, sales, product, and customer service for effective messaging
36:10 Scaling without alignment, especially with AI technology, can be detrimental
38:05 Focus on writing high-quality content to stay safe from updates
39:15 Creating customer-focused content that serves search intent and focuses on the customer
42:00 Creating valuable content to improve session duration and bounce rate
45:58 Creating customer-focused content while selling products simultaneously
47:35 Having a strategy and methodology, not solely relying on AI
50:19 Discussion about the usefulness of AI in content creation depending on company goals
51:55 Limitations of AI in strategic thinking and industry expertise
59:40 New technologies as enhancement tools, not replacements for human work
01:01:15 Variety of tasks in content teams, with technology saving time on non-roadmap tasks
01:02:55 Importance of original content and creativity over solely focusing on SEO volume