The Long Game

Ryan Law, a key figure at Ahrefs, dives into the complexities of online engagement and content creation. He highlights the challenges of digital platforms that often foster echo chambers, stressing the value of in-person interactions for genuine connections. The conversation shifts to the evolving nature of SEO and the struggle for quality content in a world dominated by automation and AI. Law shares insights on balancing creativity with technology while nurturing a yearning for nature amidst digital life, advocating for authenticity and experimentation in content marketing.

The conversation explores the use of AI in various tasks, such as writing, research, and productivity. The hosts discuss the benefits and limitations of AI, as well as its impact on industries like marketing and dentistry. They also touch on the future of SEO and the importance of focusing on goals and strategy rather than getting caught up in AI hype. Overall, the conversation highlights the practical applications of AI in everyday tasks and the need for thoughtful implementation. The conversation explores the future of SEO and the role of AI in search. It discusses the limitations of current search engines and the need for improved categorization and organization of information. The concept of surround sound SEO is introduced, emphasizing the importance of appearing in all places where potential customers are searching. The conversation also touches on the idea of ranch style SEO, which prioritizes depth and unique perspectives in content creation. The role of social media and user behavior in search is considered, as well as the challenges and opportunities presented by AI in the search landscape.Key TakeawaysAI can be used for tasks like writing, research, and productivity, providing assistance and saving time.The quality of inputs and prompts is crucial for generating useful and original content with AI.The future of SEO lies in understanding and adapting to changing search behaviors and mediums.Focusing on goals and strategy is more important than getting caught up in AI hype.AI can be a valuable tool when used thoughtfully and in conjunction with human expertise. The future of SEO lies in improving categorization and organization of informationSurround sound SEO is important for appearing in all places where potential customers are searchingRanch style SEO prioritizes depth and unique perspectives in content creationSocial media and user behavior play a role in searchAI presents both challenges and opportunities in the search landscapeShow LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat 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.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Andrew and David discuss Andrew's background and his role as a growth coach for tech professionals. They explore the challenges faced by growth leaders and the importance of effective communication and strategy. They also touch on the evolution of product-led growth (PLG) and the misconceptions surrounding its applicability. In this conversation, Andrew and David discuss the concept of product-led growth (PLG) and its relevance in today's business landscape. They explore the challenges of implementing PLG in sales-led companies and the importance of finding the right balance between the two approaches. They also delve into their personal experiences in leadership roles and the transition to coaching. Andrew shares his insights on maintaining a healthy work-life balance while delivering value, and the importance of keeping a distance between oneself and their employer. They recommend books like 'The Coaching Habit' and 'The Seven Habits of Wealth and Happiness' for personal and professional growth.Key TakeawaysGrowth leaders often face challenges in effectively communicating their strategies and gaining buy-in from executives and other stakeholders.Coaching can be valuable for growth leaders, providing them with perspective, problem-solving support, and a sounding board for their ideas.Product-led growth (PLG) is not a one-size-fits-all approach and may be more suitable for companies with low average revenue per customer, low friction environments, and ICPs who prefer self-service.The belief that PLG is a magic pill for all companies is a misconception, and companies should consider their unique context and growth goals before adopting a PLG strategy. Implementing product-led growth (PLG) in sales-led companies can be challenging and may require a hybrid approach.Maintaining a healthy work-life balance while delivering value is crucial, and it's important to set boundaries and prioritize family time.Transitioning from a leadership role to coaching can be a fulfilling career move, allowing individuals to focus on their strengths and passion for the craft.Keeping a distance between oneself and their employer can help prevent taking business decisions personally and maintain a healthier perspective.The power of manifestation and setting clear goals can have a positive impact on personal and professional growth.Show LinksVisit Delivering ValueConnect with Andrew Capland on LinkedInConnect with David Khim on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Writer and cultural critic Kyle Chayka discusses the impact of algorithms on content, art, culture, and humanity. The conversation delves into the tension between convenience and personalization, the challenges faced by creators in adapting to algorithmic feeds, and the importance of maintaining authenticity. Chayka emphasizes the value of context, building teams, and prioritizing meaningful cultural experiences over attention and engagement.

In this conversation, Alex and Ramli John discuss their experiences with podcasting, the evolution of content creation, and the importance of standing out in a crowded market. They also touch on the concept of product adoption and the goals of the Product Adoption Academy within AppCues. In this conversation, Ramli John and Alex discuss the concept of product-led growth and its misconceptions. They explore the role of marketing and sales in a product-led growth model and the importance of personalized user experiences. They also touch on the use of AI in content creation and the potential impact on the value of human creators.Key TakeawaysBuilding relationships with podcast guests can lead to valuable connections and friendships.Creating a unique and memorable brand for a podcast can help it stand out in a crowded market.There is value in embracing your own weirdness and personality when creating content.Creative and unconventional marketing approaches can help brands differentiate themselves and capture attention.Formalizing and educating around a specific role or craft can bring more weight and seriousness to it.The goals of the Product Adoption Academy include course completion, customer acquisition, and impact on marketing metrics.Being product-led means prioritizing the success of the end user and creating a positive user experience. Product-led growth is about making it easy for users to achieve what they want and be successful with the product.Product-led growth does not necessarily mean freemium or free trial, but rather a focus on user success.Sales and marketing play important roles in a product-led growth model, including guiding users at key moments and personalizing the user experience.AI tools can be used to repurpose content, create summaries, and enhance content creation workflows.The value of human creators in the face of AI lies in their ability to provide unique perspectives and experiences.Show LinksVisit AppCuesConnect with Ramli John on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The conversation explores the tragedy of the commons in relation to search and artificial intelligence. It discusses Google's defensive posture and the increase in large brands in search results. The conversation also delves into the history of content farms and the impact of the Panda algorithm. It highlights the challenges faced by challenger brands and the importance of balancing false positives and false negatives. The story of Healthline's SEO journey is shared, focusing on their product-led approach to differentiate themselves in the health and medical information field. In this conversation, Ethan Hays and Alex discuss the underinvestment in SEO at large companies and the challenges in getting resources for SEO initiatives. They explore the factors influencing this underinvestment, including the short-term focus on quarterly financial results and the complexity and uncertainty of SEO outcomes. Ethan emphasizes the importance of simplifying the language and articulation of SEO to senior executives, focusing on revenue, profit, and operational costs. They also discuss the need to break down technical complexity and communicate SEO in a way that is easily understandable to non-SEOs. The conversation highlights the opportunity for the SEO industry to promote simplicity and improve communication to drive greater investment and understanding of SEO.Key TakeawaysLarge companies often underinvest in SEO due to the short-term focus on quarterly financial results and the complexity and uncertainty of SEO outcomes.Simplifying the language and articulation of SEO to senior executives, focusing on revenue, profit, and operational costs, can help secure resources for SEO initiatives.Breaking down technical complexity and communicating SEO in a simple and understandable way is crucial for gaining buy-in and support from non-SEOs.The SEO industry has an opportunity to promote simplicity and improve communication to drive greater investment and understanding of SEO.Show LinksVisit Moz and STAT Search AnalyticsConnect with Ethan Hays on TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this conversation, Parthi Loganathan, the co-founder of LetterDrop, discusses his approach to SEO and content creation. He emphasizes the importance of understanding user intent and providing unique and valuable content. Parthi also highlights the concept of information gain and its role in standing out from competitors. He discusses the evolving landscape of SEO and the need for multimedia and authenticity. Additionally, Parthi explains the difference between demand creation and demand capture in marketing strategies. The conversation covers topics such as omnichannel approach and niching down, inbound leads and approach to LinkedIn, revenue attribution and marketing metrics, brand marketing and revenue-focused marketing, trends in SEO and demand generation, and investing in marketing skills for the future.Key TakeawaysFocus on user intent and provide valuable content to stand out in SEO.Strive for information gain by offering unique perspectives and diverse opinions.Embrace multimedia and authenticity in content creation.Differentiate between demand creation and demand capture in marketing strategies. An omnichannel approach and niching down can help businesses compete in different categories and target specific customer needs.LinkedIn is a valuable platform for demand generation, and building authentic relationships is important for success.Revenue attribution is complex, but directionally measuring what's working and driving revenue can inform marketing strategies.Both brand marketing and revenue-focused marketing have their place, and measuring outcomes for each can provide valuable insights.The majority of companies still rely on old-school SEO and could benefit from a more strategic approach.Investing in skills such as understanding the business, critical thinking, and adapting to change is crucial for marketers in the future.Show LinksVisit LetterdropConnect with Parthi Loganathan on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Sahil Patel, CEO of Spiralyze, shares his journey to becoming CEO and introduces Spiralyze, a conversion rate optimization company. Spiralyze offers a unique tech-enabled service that combines an agency component with a SaaS product. They scrape data from 34,000 websites that run A/B tests to identify proven winners, which are tests that have been validated by multiple companies. Spiralyze uses this data to design, build, and run tests for their clients, offering performance-based pricing where clients only pay if they achieve a significant lift in conversions. Sahil also addresses concerns about statistical significance and the challenges of running tests with limited traffic in the B2B SaaS space. In this conversation, Sahil Patel discusses the differences in B2B marketing and the challenges of achieving statistical significance in experiments. He emphasizes the importance of taking big swing tests and killing losing and neutral tests early. Sahil also shares insights on the perishability of learnings and the pragmatic approach to testing in the B2B SaaS world. Additionally, he provides advice on managing mental health as a CEO and finding fulfillment in work. The conversation concludes with a book recommendation: Snow Crash by Neil Stephenson.Key TakeawaysSpiralyze is a conversion rate optimization company that combines an agency component with a SaaS product.They scrape data from 34,000 websites to identify proven winners, tests that have been validated by multiple companies.Spiralyze offers performance-based pricing, where clients only pay if they achieve a significant lift in conversions.Addressing statistical significance and limited traffic in the B2B SaaS space can be challenging but can be overcome with data-driven approaches. B2B marketing has meaningful differences compared to other types of marketing, such as lower traffic and different desired actions.Taking big swing tests, rather than meek tests, can lead to quicker statistical significance and more impactful results.In the B2B SaaS world, it is important to kill losing and neutral tests early to optimize resources and time.Learnings from experiments are highly perishable and specific to the test conducted, making them less valuable in the long term.Managing mental health as a CEO requires having a peer group, confidants, and seeking therapy when needed.Personalization and customization are often overrated, and companies should focus on showing relevance and solving customer problems.Finding fulfillment in work involves aligning your strengths with the rewards and characteristics of the environment.The book Snow Crash by Neil Stephenson is recommended for its engaging story and futuristic concepts.Show LinksVisit SpiralyzeConnect with Sahil Patel on LinkedIn and check his BioConnect with David Khim on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this conversation, Eve Alexander, a product marketing leader, discusses the evolution and strategic importance of product marketing. She highlights the need for product marketers to revisit and refine their story and positioning as the market changes. Eve also shares insights on differentiating in a competitive market, using competitive intelligence to inform strategy, and the role of integrated campaign planning. She emphasizes the importance of hiring for both hard and soft skills and building a strong team. Lastly, Eve provides advice for individuals starting a career in product marketing. In this conversation, Eve Alexander shares insights and advice on transitioning into product marketing and finding success in the field. She emphasizes the importance of finding opportunities even without direct experience and highlights the value of mini mentorship. Eve also discusses the significance of prioritizing your own success and recommends the book 'Influence' by Robert Cialdini. Connect with Eve on LinkedIn to learn more.Key TakeawaysProduct marketing is a strategic role that requires constant refinement of the story and positioning as the market evolves.Competitive intelligence is crucial for differentiating in a competitive market and informing strategy.Integrated campaign planning helps align marketing activities and create clarity and focus.Hiring for both hard and soft skills is important in building high-performing product marketing teams.Individuals starting a career in product marketing should focus on positioning their unique value and finding the right opportunities. Don't be discouraged if you don't have direct experience in a specific field. Focus on the unique value you can bring to the table and find hiring managers who value that.You don't need a mentor with a capital M. Seek advice and guidance from a board of mentors who can provide mini mentorship.Prioritize your own success and make sure to invest time in your own growth and development, even when working on projects for others.Read 'Influence' by Robert Cialdini to learn about how to navigate organizations and get good ideas to flourish.Show LinksVisit SeismicConnect with Eve Alexander on LinkedInConnect with David Khim on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The conversation covers various topics related to decision-making, motivation, and experimentation in business and marketing. It begins with a conversation about cope creep and the fear of failure. The hosts explore the challenges of overcoming the status quo and making strategic decisions. They also discuss the paradox of choice and the impact of too many options. The conversation concludes with a reflection on the influence of influencers and the tendency to chase after new trends. The conversation explores the challenges of constantly pursuing something new, the pressure for short-term wins, and the difficulty of long-term thinking. It also delves into the concept of cope creep and the importance of maintaining authenticity while collaborating. The conversation concludes with lessons from artist Es Devlin on starting projects and incorporating influences into one's own style.Key TakeawaysFear of failure and analysis paralysis can prevent people from taking action and making decisions.The abundance of options can make it difficult to choose and commit to a particular path.Experimentation and testing are essential for making informed decisions and finding the most effective strategies.The influence of influencers and the constant pursuit of new trends can lead to a lack of focus and consistent strategy.Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat 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.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/