The Cutting Room

"SEO is a zero-sum game" Jacob McMillen of Owner.com

Aug 18, 2023

Jacob McMillen, solo business owner, outranks major corporations in high competition key phrases. Topics include: becoming objectively 'the best' in search results, infusing 'soul' into SEO content, and the 'distribution first' approach to content marketing.

29:25

Creator website

Episode guests

Jacob McMillen

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Distribution should be prioritized in content marketing, focusing on reaching the target audience effectively and creating high-quality content.

Content should be both impressive and perform well in the chosen distribution channels, combining subjective and objective elements for high-quality and effective content.

Deep dives

Distribution first approach to content marketing

In this podcast episode, Jacob McMillan, the director of content at owner.com, discusses his content marketing philosophy. He emphasizes the importance of taking a distribution first approach to content marketing. According to Jacob, everything starts with distribution: how content reaches the end reader or user. By understanding the target audience and the distribution channels, content creators can focus on creating the best possible content to attract readers. This approach prioritizes reaching the target audience effectively and creating high-quality content.

Introduction

4min

The Importance of a Single Primary Objective in Content Creation

2min

Infusing Soul into SEO Content

15min

Editing Process and Evaluating Article Substance

2min

Creating High-Quality Articles and Keyword Research

6min

"If you're not in the top 3 spots [of Google], you might as well be throwing money into the trash."

This is the heart of our conversation.

Jacob, as a solo business owner, has managed to outrank major corporations for high competition key phrases like "how to become a copywriter," "email copywriting," and "what do copywriters make?"

What's his secret?

Some things we talked about:

👉 How to become objectively "the best" within a search result.

👉 Infusing "soul" into search-optimized content.

👉 Why "distribution first" is his favorite approach to content marketing.

💬 These were our favorite quotable moments: 💬

"If you're not serious about making that effort, there's just no point. It doesn't matter how much technical SEO, how many links, how much whatever, you're gonna get beat.”

"There are other games you can play where you don't have to be that good. But when it comes to SEO and SEO-focused content, like you have to go into it trying to be the best in the space.”

"[Good content is not], 'I need to come up with information to fill an article or to fill an objective or to get this piece shipped.' It's I'm gonna go find the best possible information out there and create the most useful, the most up-to-date, the most relevant, the most authoritative piece that I can make.”

If you've been trying to find the balance of creating soulful content that also ranks well in Google, this is an episode you can't miss.

In this episode of The Cutting Room, host Tommy Walker interviews Jacob McMillen, the Director of Content at Owner.com - the all-in-one restaurant marketing platform that offers services such as growth of direct online sales, savings in fees and simplification of online presences. Jacob points out his content marketing philosophy which is starting with distribution and reaching the target audience. His belief of producing the best content possible will create connection among readers through the chosen distribution channels. Tommy and Jacob also delve into the subjectivity and objectivity of defining the "best" content and the process of reverse engineering distribution channels. Tune in to learn more about Jacob's approach to content marketing.

In this episode, you will learn the following:

Realize the content marketing philosophy - start with distribution, create the best content, and define success based on specific goals.
Invest in creating high-quality content.
Balance freelancing with personal growth.
Know the process for creating effective content.
Create high-quality content for SEO success.

Watch Jacob edit live:

"SEO is a zero sum game." |The Cutting Room ft Jacon McMillen