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"If you have the budget, yes [your strategy] should be cohesive. If you don’t, look for the lever that is going to get you the biggest results and focus there."
I like this. Everyone's advice is 'omnichannel' this and 'repurpose your content' that. If you don't have the budget to dedicate to all that, though, you'll end up doing them all poorly. Most companies have the budget to do one content marketing thing well. The results you get from doing that will be ∞ times greater than half-assing 3 channels.
I like content pruning because by lowering the number of pages you increase the amount of equity that flows to the pages that remain, thus boosting their rank. Though obviously, this isn't a magic bullet.
Does an orphaned page, with no backlinks and no internal links pointing to it, have any PR?
I read somewhere that Google assigns PR to pages after 3 months or so, and that's is one of the reasons why new pages rank so poorly.
Absolutely. That's what I was trying to get at when I was talking about how authors spend years writing an entire book about specific situations of a company. For example, the blog post from Airbnb about how they approach SEO experimentation was fantastic - very focused, honest, and highly actionable (not to mention from the source).
I feel like case studies are listicles for people who think they're too good for listicles. Like, it feels productive reading a case study, but only to people who have never really been in the trenches on the topic they're reading about.
For instance, the only thing I know inside and out is content marketing, and I don't think I've ever read a "how we grew from 0 to 200k monthly blog visitors" article that I didn't think was useless bullshit.
You touch on this, but I think case studies that focus on a really narrow tactic or a specific challenge overcome can be valuable. But the really broad ones are useless.
Thank you for sharing your insights with us!
I have two questions for you:
how can we make the world a better place without starving while at it?
Personally I have found it very hard. It seems you either end up working in business to grow profits or you work for non-profits and struggle while at it.
Right now I found almost the perfect position to have both. I help people with self-controlled online publishing. It's more business than activism but it's empowering people speak out on their won terms.
The second question is: why did you choose to focus on women or "gals" in your latest business venture?
When I attended a gender studies seminar in the early nineties we were taught that there are basically two ways of dealing with gender. You can add gender to everything or subtract it from everything. I prefer the latter path.
Do you think we need more focus on women in business? Are you really more a business gal that a business person?
Whole interview was great, but one small point Jimmy made near the end is great. When writing, you usually start by warming up/clearing your throat, so it's best to just chop that out. I've certainly noticed a lot of "throat clearing" in marketing blog posts, where they could probably just chop the first 4 paragraphs and be totally fine
I'd say the best all-around suite of tools is https://www.semrush.com/ - you get a lot of information all in one place.
Thanks Aaron, appreciate it!
Awesome! Hope it'll be useful :)
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