Last Updated on September 20, 2023
In this episode, Omniscient Digital founders Alex Birkett, Allie Decker, and David Ly Khim discuss a LinkedIn post about stealing SEO traffic from a competitor using AI-generated content. They explore the moral implications and the impact on the internet and information ecosystem.
The conversation then shifts to the importance of backlinks in SEO and the need to play the long game and talk about the effectiveness of gated content in B2B marketing and the use of quizzes as a conversion strategy.
The concept of “eating from a smaller plate” is introduced, highlighting the benefits of setting constraints in business strategies. The episode concludes with a discussion on prioritization, productivity, and the value of constraints in achieving focused actions.
Topics
- Morality and Integrity of the Approach
- Misunderstanding of Effective SEO Strategy
- Content Velocity vs. Backlinks
- The Effectiveness of Turning Content into PDFs
- Misalignment of Search Intent and Qualified Leads
- Value of Gated Content and Types Worth Investing in
- The Importance of Audience Growth vs. Conversion Strategy
- Using Mental Models to Improve Profitability
- The Benefits of Constraints in Business
- Creativity and Results with Limited Resources
Show Links
- Connect with David Khim on LinkedIn and Twitter
- Connect with Alex Birkett on LinkedIn and Twitter
- Connect with Allie Decker on LinkedIn and Twitter
- Connect with Omniscient Digital on LinkedIn or Twitter
What is Kitchen Side?
One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.
You understand how things look from the inside and how that differs from the outside.
You understand how the sausage is made.
As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.
We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.
Listen to the podcast:
Key Takeaways:
[00:03:12] Morality and Integrity of the Approach
Debate about the ethical implications of creating content without original thinking and the lack of integrity in scraping and rewriting competitor’s content.
[00:06:14] Misunderstanding of Effective SEO Strategy
Exploration of the misunderstanding of SEO strategy, the disconnect between copying competitors and effective SEO strategy that aligns with business goals, and the future of AI-generated content.
[00:10:17]Content Velocity vs. Backlinks
The debate about the importance of content velocity and backlinks in SEO strategies.
[00:19:02] The Effectiveness of Turning Content into PDFs
They discuss the effectiveness of turning content into PDFs and whether or not it converts well. They explore the idea of whether people know they can find the same content elsewhere.
[00:21:06] Misalignment of Search Intent and Qualified Leads
They talk about how turning content into PDFs may not generate qualified leads because it may attract individuals who are at the early stages of the customer journey and not ready to purchase.
[00:24:15] Value of Gated Content and Types Worth Investing in
They discuss the value of gated content and suggest investing in actionable content such as checklists, templates, dashboards, or even free tools or quizzes. They also mention the success of original research reports and the importance of creating unique and provocative content.
[00:27:39] The Importance of Audience Growth vs. Conversion Strategy
Discussion on the significance of channel growth strategy in attracting the right audience and the marginal usefulness of conversion strategy.
[00:34:05] Using Mental Models to Improve Profitability
The concept of “eating from a smaller plate” as a mental model for increasing profitability, with examples of how businesses can allocate and prioritize their resources.
[00:38:23] The Benefits of Constraints in Business
Explore how constraints, such as limiting the number of employees or spending, can lead to increased efficiency and creative problem-solving in business.
[00:42:48] Creativity and Results with Limited Resources
The discussion highlights the possibility of achieving significant results in SEO and business with limited resources by focusing on high-quality content and creative strategies.
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