Meet the guy who says zero-volume keywords are a sham | JH Scherck (Growth Plays)
Jun 13, 2024
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Growth consultant JH Scherck shares insights on zero-volume keywords, building a product with no search demand, owned vs earned media, personal branding vs brand, community building, industry events, marketing attribution, and AI's impact on marketing uniqueness.
Building a dedicated audience within the SEO community fosters valuable connections and collaborations.
Offline events offer a unique opportunity to strengthen online relationships and create lasting bonds in person.
To enhance community engagement, platforms should provide various participation levels to accommodate audience preferences.
Deep dives
The Impact of Building an Audience in SEO
Building a dedicated audience within the SEO community provides a valuable network of like-minded individuals who can offer support, mentorship, and collaboration. Establishing strong connections and relationships within the community can lead to meaningful interactions, knowledge sharing, and career opportunities.
Leveraging Offline Events for Community Building
Offline events, such as conferences and workshops, offer a unique opportunity to take online relationships offline and strengthen connections in person. Meeting industry professionals face-to-face can create lasting bonds, facilitate real-world interactions, and foster loyalty towards a brand or organization.
Enhancing Virtual Community Engagement
To enhance community engagement in a virtual space, platforms should provide various levels of participation to accommodate different audience preferences. By offering opportunities for exploration, participation, contribution, and leadership within the community, individuals can feel more connected and invested in the shared experience.
Optimizing Event Atmosphere and Networking Opportunities
Event organizers can optimize the atmosphere and networking opportunities by creating a single track for talks to encourage a shared experience and common discussion points. Breaks between sessions allow attendees time to socialize and build connections, fostering a sense of community and facilitating meaningful interactions outside formal presentations.
The Value of Socialization in Events and Balancing Education
Prioritizing socialization at events over purely educational pursuits allows for better networking opportunities. Creating a conducive environment for interaction, possibly by including casual settings or social events, enhances the effectiveness of networking at SEO conferences. This approach aims to engage both extroverted and introverted individuals, fostering a more inclusive and productive event experience.
The Role of Attribution in SEO and Content Marketing Strategies
Attribution in SEO is a valuable yet imperfect tool for tracking the impact of marketing activities, including SEO efforts. Utilizing CRM integration and tools like HubSpot can provide insights into the customer journey and deal data, enhancing attribution analysis. While AI tools can aid in content creation and editing, human expertise remains crucial in ensuring uniqueness and quality of content in the face of automated processes.
JH Scherck is a growth consultant known for his expertise in developing effective content strategies for SaaS companies.
He previously worked for companies like WP Engine and Docsend before striking out on his own with his SEO and content strategy agency, Growth Plays.
JH is a wealth of knowledge about B2B marketing strategies, audience development, and SEO. Check out the full podcast to learn more about:
(00:00) Introduction
(01:47) Early career mistakes
(11:34) Why targeting zero-volume keywords makes zero sense
(15:54) How to market a product with no search demand
(20:08) Owned vs earned media
(26:46) Brand vs personal brand for social media
(37:25) What is a community and how do you build one?
(42:58) Why should you attend industry events?
(51:07) Facilitating connections at events
(55:39) When is marketing attribution useful?
(01:11:31) Why AI will encourage uniqueness in marketing
Where to find JH:
LinkedIn: https://www.linkedin.com/in/jhtscherck/
X: https://x.com/JHTScherck
Website: https://growthplays.com/
Where to find Tim:
LinkedIn: https://www.linkedin.com/in/timsoulo/
X: https://x.com/timsoulo
Website: https://www.timsoulo.com/
Referenced:
Docsend: https://www.docsend.com/
WP Engine: https://wpengine.com/
Salesforce:
Marc Benioff: https://x.com/benioff
Drift: https://www.drift.com/
Dave Gerhardt: https://www.linkedin.com/in/davegerhardt/
Alex Poulos: https://www.linkedin.com/in/poulos/
MozCon: https://moz.com/mozcon
Rand Fishkin: https://www.linkedin.com/in/randfishkin/
Sparktoro article (Provable Marketing Attribution Is a Boondoggle): https://sparktoro.com/blog/provable-marketing-attribution-is-a-boondoggle-trust-your-gut-instead/
Orbit: https://orbit.love/
Orbit model of community: https://orbit.love/model
Olivier Pomel (CEO of DataDog): https://www.linkedin.com/in/olivierpomel/
Mattermark: https://mattermark.com/
Danielle Morill: https://www.linkedin.com/in/daniellemorrill/
Patrick Stox: https://www.linkedin.com/in/patrickstox/
https://x.com/patrickstox
Joshua Hardwick: https://x.com/JoshuaCHardwick
Ryan Law: https://www.linkedin.com/in/thinkingslow/
https://x.com/thinking_slow
Jason Cohen (WP Engine): https://x.com/asmartbear
Ross Hudgens: https://www.linkedin.com/in/rosshudgens/
Wil Reynolds: https://www.linkedin.com/in/wilreynolds/
Hubspot: https://www.hubspot.com/
PubCon: https://www.pubcon.com/
Dmitry Gerasymenko: https://x.com/botsbreeder
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