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About Omniscient Digital & The Lengthy Sport podcast
Omniscient Digital is a premium content material advertising & search engine marketing company serving to B2B shoppers construct a moat by content material advertising. To market themselves, one initiative they’ve closely invested in is media, and particularly, podcasting.
Their podcast, The Lengthy Sport, options in-depth longform interviews with consultants within the subject – folks comparable to Rand Fishkin, Kaleigh Moore, and Ross Simmonds. Additionally they produce a sequence known as “Kitchen Facet,” the place the three co-founders of the company present the viewers the “kitchen aspect” of the enterprise – the debates, brainstorms, and conversations they’ve behind closed doorways.
Problem: nice content material, zero visibility
Alex right here, co-founder of Omniscient Digital.
I’m captivated with our podcast. It permits us not solely to satisfy fascinating folks, but additionally to open them as much as our viewers and permit them to share their hard-fought knowledge.
I feel we’re fairly good at doing that, too. The suggestions we get from friends usually seems like this:
“This was arms down essentially the most enjoyable I’ve had on a podcast.”
This interprets to a vigorous, fascinating, and academic present. We’ve hosted nice friends like Rand Fishkin, Kaleigh Moore, and Ross Simmonds. The content material is superior.
Right here’s the issue, although: it’s laborious to develop a podcast. It’s notably laborious to take action once you don’t have a big advertising finances or a built-in viewers like giant manufacturers have.
We’ve tried loads of issues:
- Getting greater friends on the present and nudging them to advertise to their viewers.
- Operating giveaways to attempt to incentivize evaluations.
- Repurposing to YouTube, our weblog, and social.
All of it’s marginally efficient, and we had been rising month-over-month.
However a number of months in the past, I had a thought: we’re a content material company. Why don’t we use a few of our personal methods and ways we use with our shoppers to develop our personal podcast?
Of the various methods we may have chosen, I made a decision the “Encompass Sound search engine marketing Technique” can be the right method.
Resolution: Encompass Sound search engine marketing Technique outreach and partnerships
First, a fast introduction to the Encompass Sound search engine marketing Technique.
If you need to learn a brand new e-book or watch a brand new TV present, what do you do?
Should you’re like me, you ask your folks (or Twitter) what they’ve been watching or studying.
Think about if, upon asking for suggestions, one good friend says, “I simply learn Three Physique Drawback, and it was unbelievable.”
Only one suggestion places the e-book in your radar, however it doesn’t essentially compel you to exit and purchase it.
Now think about everybody in that group says, “Three Physique Drawback!”
You’re virtually definitely going to finish up studying that e-book.
Repeated constructive publicity results in elevated propensity to buy.
This works shockingly properly in software program, ecommerce, and different areas on-line as properly. We simply use Google (or Twitter) as a substitute of a bunch of mates. Within the on-line case, it appears to be like like somebody looking Google for the “greatest content material advertising podcasts”
Or just: “content material advertising podcast”
Whereas the quantity on these key phrases isn’t large, it’s extremely excessive intent. Looking these phrases is basically any person immediately asking for a podcast suggestion, and should you don’t come up in any respect in these SERPs, you’re functionally not within the dialog or consideration.
Our objective turned to monopolize the search outcomes pages for these key phrases. On each single article concerning the “greatest content material advertising podcasts,” we needed to get talked about, ideally within the first place on the listing.
That manner, when somebody searches for one among these phrases, it could be the web equal of everybody on the cocktail celebration recommending The Lengthy Sport podcast when requested, “what podcast ought to I take a look at?”
Step 1: Audit Present SERPs
With the assistance of Semrush’s Encompass Sound software, we logged a number of key phrases (“greatest content material advertising podcasts” and “content material advertising podcast”) and had a take a look at the prevailing search outcomes pages.
I don’t have a screenshot of the info from the time earlier than we began the marketing campaign, however successfully, we weren’t listed on a single web page that ranked for these key phrases. We had 0% protection once we began out.
We had been fully absent from the dialog.
The excellent news was that there was nowhere to go however up when it comes to visibility.
Step 2. Discover Alternatives for Excessive-Influence Mentions
Whereas conventional search engine marketing focuses on rating your personal website on your key phrases, Encompass Sound search engine marketing helps you make the most of pages that already rank. You’ll be on the lookout for articles like, “12 Podcasts for Entrepreneurs,” primarily listing articles the place the writer could also be keen to say you. That manner, your protection within the SERPS goes far past what you possibly can seize along with your area alone.
Right here, I’ve arrange a demo marketing campaign in Encompass Sound to indicate the place opponents of “My podcast” are talked about however “My podcast” is just not. These pages are prime candidates for gaining new mentions.
By concentrating on prime pages like this, you’ll be able to see now that we’ve already elevated our visibility considerably:
Whereas we don’t have “opponents,” per se, I discovered it useful so as to add in Siege Media’s “Content material and Dialog” podcast. Their podcast is considerably much like ours. So this fashion, I may see the place they had been showing that we weren’t, and begin doing outreach to get on these lists.
Step 3: Discover contact info and prioritize outreach
After auditing the SERPs for our key phrases, “content material advertising podcast” and “greatest content material advertising podcast,” we recognized the alternatives for placement and set to work.
Typically, there are two methods to extend your SERP protection:
- Get added to current content material
- Create your new content material
To get added on current content material, you first want to seek out the contacts at every firm, which is comparatively straightforward to do with LinkedIn and some different free or low-cost instruments.
Let’s stroll by the 99signals article for instance.
Ideally, you need to discover the particular person in command of the weblog. Typically the byline is a contract author or visitor author who doesn’t even have the authority to alter their put up. On this case, I can clearly see the byline identify is similar because the identify of the web site proprietor (listed on the suitable hand aspect bar), so now I simply have to seek out Sandeep’s contact information.
One of the simplest ways to seek out e-mail addresses is to make use of LinkedIn and an e-mail prospecting software like Hunter or ContactOut.
Typically, you can even simply guess e-mail formulation, comparable to firstname.lastname@firm.com.
On this case, I didn’t already know Sandeep, however I reached out and provided him a spot on our podcast, which he accepted. And he was completely satisfied so as to add us to his article!
Like I discussed, generally the writer of the piece isn’t in command of the weblog. That is the case with a Coschedule put up that ranks:
When that is the case, I search LinkedIn for those who work on the firm and have “advertising” of their title. I’m fishing for one thing like “head of selling” or “content material advertising supervisor.”
All of this then will get compiled onto a listing with contact information, title, and LinkedIn profile.
A big a part of the battle is simply discovering the suitable particular person to achieve out to.
Step 3.5: Create Your Personal Content material
As for creating new content material, you are able to do one among two issues:
- Publish by yourself weblog
- Associate with others and publish on their blogs
When you’ve got a excessive authority web site, publishing a listicle by yourself weblog is clear and low hanging fruit. When you’ve got mates who need free content material, getting revealed on their blogs is an effective way to seem on the SERPs on your key phrases.
We did each.
The very first thing we did was create our personal content material. I wrote a weblog put up on Omniscient’s weblog titled “The 8 Finest Content material Advertising Podcasts in 2021” and it now ranks on web page one for our key phrases:
I even have my private weblog, so I wrote an identical listing there, “The 14 Finest Content material Advertising Podcasts in 2022.” Oh yeah, I skyscrapered my very own weblog put up:
Should you can write properly and have the web site authority to tug this off, writing your personal listicle is an effective way to interrupt onto the SERPs. You additionally get all the clicking and conversion knowledge for your self. As I’ll point out later, it’s additionally a fantastic leverage approach to barter with different current pages.
However because it stands, writing two posts of our personal took us from 0% protection to 10% protection (wanting on the prime 20 outcomes).
Step 4: Conduct E mail Outreach and Set up Partnerships
Subsequent up, it’s time to play account govt. We’re mainly doing gross sales at this level, however the “sale” right here is getting somebody so as to add you to their listicle.
When you’ve got a SERP dominated by evaluate websites like Capterra and G2, this method shall be completely different as you’ll should play by their guidelines (both paying to seem or getting sufficient evaluations to be listed prominently).
For bloggers, associates, and publications, nonetheless, we will negotiate a place if we’ve got sufficient of an incentive for them to take action. To information my outreach, I observe the BJ Fogg behavioral mannequin:
Basically, to create habits change (i.e. including us to their listicle), we will do two issues:
- Enhance motivation
- Lower friction
To extend motivation, we add a number of incentives for them:
- If they’ve a podcast, we will add it to our listing in change for a placement on theirs
- In the event that they’re working in content material, we will embody them on our podcast or digital occasion sequence
Extra typically, we will provide an open-ended “content material partnership” that might embody visitor put up swaps, social promotion, or different comarketing efforts.
To lower friction, we provide to put in writing a blurb for them in order that they don’t should spend an hour writing one thing about our podcast.
I’ll present a number of instance outreach emails I despatched.
This one was despatched to an organization that provides podcast companies, so we provided to ship leads and associate with them on their service (since we get requests like this on occasion):
This one was despatched to a excessive visitors weblog with a founder who has been on many podcasts, so we provided a podcast spot:
And generally, I like to simply ship a blunt, straight to the purpose e-mail (and this really works rather well in a world stuffed with advertising fluff):
Step 5: Flip up the Quantity on Your Encompass Sound search engine marketing Technique
As you begin to ship emails, you’ll get a really feel for what works and what doesn’t.
You additionally begin to get a snowball impact as you begin your technique.
The primary point out is the toughest. The second is a bit bit simpler. Finally, you’ll be talked about in so many locations that each one new listicles written on the topic will point out you naturally, as a result of writers will analysis the prevailing content material that ranks for the key phrase.
So the place will we stand in the present day? We’re at 45.6% for our predominant key phrase, “greatest content material advertising podcasts” and 28.4% for “content material advertising podcast.” There are some similarities within the two SERPs, in fact.
We’ve additionally obtained two placements within the works, so we’ll quickly go 50% after which, finally, hope to hit 100% visibility.
What’s Subsequent for Our Share of Voice Quest?
Scaling to different business-critical key phrases.
One factor that helps with scaling the encompass sound technique is creating property that offer you leverage. For us, which means writing weblog put up roundups and listicles that function software program merchandise, podcasts, books, and programs in our area of interest.
If we’ve got these property, we will provide placements on these lists in change for a mutual placement on their listing.
For instance, we’ve got a listing of content material advertising programs we used as leverage (providing Siege Media a spot on the listing):
This use of content material advertising – that of writing for leverage and partnerships, not only for direct conversions – is underrated. It opens up the pathway to alternatives and partnerships which can be in any other case laborious to entry.
The opposite factor that helps you scale is monitoring, auditing, and analytics. We do all of this in Semrush’s Encompass Sound software, which permits us to trace opponents and a whole lot of key phrases.
For instance, one of many subsequent units of key phrases we’ll go for (which can have direct income attribution, in contrast to our podcast) shall be round “content material advertising company” key phrases:
We’re clearly very low visibility right here:
However with this software, it’s now straightforward for us to scope out partnership alternatives, and with our encompass sound playbook we are going to get large protection right here as properly.
The Outcomes: 45.6% protection and persevering with to develop
Summing up, in simply three months of devoted effort (at 3 to five hrs/week), we managed to:
- Enhance our search visibility for our core key phrase from 0% to 45.6%
- Construct ongoing content material partnerships with a number of website homeowners to put in writing new visitor posts for his or her blogs
- Get three nice new podcast friends to interview
We additionally elevated our podcast downloads month-over-month, however out of mental integrity, I can’t say how a lot of that was due particularly to the encompass sound technique (many confounding components are at play). However we all know now we’re within the dialog when individuals are trying to find “greatest content material advertising podcasts.”
Conclusion: How Omniscient Digital Elevated Share of Voice from Zero to 45.6% to Drive Podcast Downloads (and how one can, too)
The encompass sound technique is a viable technique for anybody hoping to extend their share of voice for search key phrases. In executing this technique for our podcast, we did the next:
- Discovered excessive intent key phrases associated to “content material advertising podcasts” utilizing Semrush
- Recognized placement alternatives for these key phrases utilizing the Encompass Sound software
- Created our personal listicles for these key phrases to start rating and showing in SERPs
- Carried out e-mail outreach to get listed on different publications
Whereas your key phrases and strategies could also be completely different, at coronary heart this technique is relevant to most firms and industries. Will you strive it for your corporation?
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