Blogging is Underrated, Operationalizing Subject Matter Expertise into Content, and Scaling in Competitive Spaces w/ Nate Matherson (Positional)

Last Updated on May 15, 2024

Listen to the Podcast

Notes

In this episode of the Long Game podcast, host Alex Birkett talks with Nate Matherson, CEO of Positional, about the intricacies of SEO and content marketing. Nate shares his reflects on lessons learned from past startup experiences. They discuss the shift from his previous company to Positional, the challenges of the SEO landscape, and the integration of CRO into Positional’s offerings. The conversation also covers the importance of data-driven decision making, the value of high-quality content, and Nate’s strategy for creating a vast blog on blogging, emphasizing the need for expert insights and multimedia elements to enhance content.

Topics

• Guest introduction and background
• Lessons learned as a founder of multiple startups
• Advantages of naivete and experimentation
• Nate Matherson’s pivot from his previous startup
• Challenges and unpredictability of the SEO and content space
• The future of organic search
• Content analytics functionality in Positional
• Data-Driven Decision Making
• Challenges with Google Analytics 
• Changes in SEO and Content Quality 
• Creating Unique and Helpful Content 
• Content Quality and SEO Expectations 
• Competitiveness of Content Spaces
• Content Creation Strategy
• Operationalizing Subject Matter Expert Quotes
• Backlinks
• Internal Links 
• Technical SEO 
• B2B Podcasting
• Blogging 

Show Links

• Visit Positional
• Connect with Nate Matherson on LinkedIn and Twitter
• Connect with Alex Birkett on LinkedIn and Twitter

Connect with Omniscient Digital on LinkedIn or Twitter

Key Takeaways

[00:00:00] Guest introduction and background
Introduction and background of the guest, Nate Matherson, and the topics to be discussed in the episode.

[00:02:34] Lessons learned as a founder of multiple startups
Lessons learned as a founder of multiple startups, including hiring practices and investor engagement.

[00:06:46] Advantages of naivete and experimentation
Advantages of naivete and experimentation in the early stages of starting a business.

[00:08:52] Nate Matherson’s pivot from his previous startup
Nate Matherson’s pivot from his previous startup, Container IQ, to his current startup, Positional, and the reasons behind it.

[00:12:40] Challenges and unpredictability of the SEO and content space
Challenges and unpredictability of the SEO and content space, and the approach to building products in this dynamic environment.

[00:13:30] The future of organic search
The belief in the future of organic search and the development of tools for content marketing and SEO teams.

[00:16:57] Content analytics functionality in Positional
Observation of the content analytics functionality in Positional, its similarity to CRO tools, and the reasons for its development.

[00:19:08] Data-Driven Decision Making
Discussion on the two buckets of analytical decision-making: reporting and utility, and the importance of using data to improve strategies.

[00:20:08] Challenges with Google Analytics
The difficulties of using Google Analytics, the need for actionable recommendations, and the limitations of GA4.

[00:21:06] Changes in SEO and Content Quality
The evolution of content quality standards, the impact of increased competition in search results, and the need for higher-quality and helpful content.

[00:25:24] Creating Unique and Helpful Content
Examples of creating unique and helpful content, including personal experiences, expertise, and multimedia integration.

[00:29:30] Content Quality and SEO Expectations
The importance of hard-to-fake aspects in content quality and the impact of recent Google algorithm updates on prioritizing unique value.

[00:30:33] Competitiveness of Content Spaces
The competitive nature of content creation in finance, SEO, and other valuable but competitive spaces, and the challenges and opportunities they present.

[00:32:33] Content Creation Strategy
The approach to content creation, pace of publishing, and the use of freelance writers in an early-stage company.

[00:38:04] Operationalizing Subject Matter Expert Quotes
The process of suggesting and incorporating subject matter expert quotes from the podcast into content outlines for freelance writers.

[00:38:49] Backlinks
Importance and impact of backlinks, domain level vs. page level, and the significance in accelerating traffic and rankings.

[00:40:03] Internal Links
The underrated importance and impact of internal linking, especially for companies with a significant number of pages.

[00:40:38] Technical SEO
The overrated nature of technical SEO, its minimal impact, and the potential misdirection of resources.

[00:41:30] B2B Podcasting
The unexpected positive impact of B2B podcasting, its value for customers, potential customers, and content repurposing.

[00:42:56] Blogging
The misconception of blogging being dead, its underrated value if there is interesting content to share, and the challenges of writing well-thought-out blog posts.