Catalyzing with Content:
What B2Cs Should Be
Doing in The First Six
Months
Who I am:
• Ran customer acquisition/retention
at LivingSocial
• Co-founded coursereport.com
• Fair warning: I love busine...
Let’s begin!
Adam Lovallo | @alovallo
coursereport.com
• Ratings/review site for programming
bootcamps
• Focused on organic search
• Lead gen model
Adam Lovallo...
coursereport.com
Adam Lovallo | @alovallo
Adam Lovallo | @alovallo
Yay -
Bootstrap!
Adam Lovallo | @alovallo
coursereport.com/schools
Adam Lovallo | @alovallo
coursereport.com/school-name
Adam Lovallo | @alovallo
coursereport.com
/blog/blog-post
BONUS:
Tags link to
schools!
Adam Lovallo | @alovallo
At this point
I’m feeling
good
Adam Lovallo | @alovallo
We have 6 entity types…
– schools
– campuses/locations
– courses
– Instructors
– cities
– blog po...
Adam Lovallo | @alovallo
Fuck up #1
Adam Lovallo | @alovallo
Google thought it was
duplicative because it was
Inbound links were spread
across different (simi...
Adam Lovallo | @alovallo
Deploying new
pages/templates was easy
I didn’t stop to think about
how those pages would have
di...
Adam Lovallo | @alovallo
Adam Lovallo | @alovallo
Fuck up #2
Adam Lovallo | @alovallo
Filters = search results
My first idea: index it all -
more pages that can
rank!
Adam Lovallo | @alovallo
https://www.coursereport.com/schools?fo
cus=Rails&location=New+York
Vs:
https://www.coursereport....
Adam Lovallo | @alovallo
My second idea:
use rel= canonical
Closer… but no
Adam Lovallo | @alovallo
My third idea:
Noindex!
Better!
Adam Lovallo | @alovallo
The future?
Why not create pages for
common filters with
unique content?
Adam Lovallo | @alovallo
https://www.coursereport.com/schools?fo
cus=Rails&location=New+York
https://www.coursereport.com/...
Adam Lovallo | @alovallo
Ok, so what content then?
Guides
Lists
Editorial analysis
U.G.C.
Interviews
Adam Lovallo | @alovallo
Guides
•Big time investment
•Useful for email
capture too
Adam Lovallo | @alovallo
Lists
•First thing people do…
so extremely
competitive
Adam Lovallo | @alovallo
Editorial
Also takes a lot of time
Adam Lovallo | @alovallo
UGC
Chicken v Egg
Adam Lovallo | @alovallo
Interviews!!!
Adam Lovallo | @alovallo
• Pros:
– Easy to produce
– Universally applicable
– Almost always interesting
– Potentially good...
Adam Lovallo | @alovallo
Pro tip
eLance & Odesk!
Cheap, relatively high
quality, and dramatically
increase output
Adam Lovallo | @alovallo
More on elance
Try a couple
Plenty of solid english speakers
$5 -$10 MAX per hour
<24 hour turn a...
Adam Lovallo | @alovallo
Site is in place
Most effective content
is known
Let’s get links!
Adam Lovallo | @alovallo
Conquesting!
• Only could drum up ~50-100
decent targets
• Yielded a few decent quality links
Adam Lovallo | @alovallo
Guest blogging
• Templatized/mass outreach has not
worked for us at all
• Success with:
–Partneri...
Adam Lovallo | @alovallo
The money maker!
Results
• 14 links on release
–EdSurge, FastCompany, Tech
Cocktail
• Continues to draw ~1 high quality
backlink per week
A...
Quick tips
• Roughly 10% hit rate amongst our
primary reporter target list
• Downloadable PDF seemed to add
some authority...
Takeaways
• Simpler page structure to start
• More focus on static pages
• Find pockets of content that are both
fast & go...
And finally
Interested in a bootcamp- coursereport.com
Interested in acq events/conferences – grow.co
Do you know a lot ab...
[500DISTRO] Catalyzing with Content: What B2Cs Should Be Doing in the First 6 Months
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[500DISTRO] Catalyzing with Content: What B2Cs Should Be Doing in the First 6 Months

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Adam Lovallo, Co-Founder, CourseReport.com & Grow.co

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[500DISTRO] Catalyzing with Content: What B2Cs Should Be Doing in the First 6 Months

  1. 1. Catalyzing with Content: What B2Cs Should Be Doing in The First Six Months
  2. 2. What we did What we fucked up What worked
  3. 3. Who I am: • Ran customer acquisition/retention at LivingSocial • Co-founded coursereport.com • Fair warning: I love business stock photography Adam Lovallo | @alovallo
  4. 4. Let’s begin! Adam Lovallo | @alovallo
  5. 5. coursereport.com • Ratings/review site for programming bootcamps • Focused on organic search • Lead gen model Adam Lovallo | @alovallo
  6. 6. coursereport.com Adam Lovallo | @alovallo
  7. 7. Adam Lovallo | @alovallo Yay - Bootstrap!
  8. 8. Adam Lovallo | @alovallo coursereport.com/schools
  9. 9. Adam Lovallo | @alovallo coursereport.com/school-name
  10. 10. Adam Lovallo | @alovallo coursereport.com /blog/blog-post BONUS: Tags link to schools!
  11. 11. Adam Lovallo | @alovallo At this point I’m feeling good
  12. 12. Adam Lovallo | @alovallo We have 6 entity types… – schools – campuses/locations – courses – Instructors – cities – blog posts … let’s give each one a page!
  13. 13. Adam Lovallo | @alovallo Fuck up #1
  14. 14. Adam Lovallo | @alovallo Google thought it was duplicative because it was Inbound links were spread across different (similar) pages
  15. 15. Adam Lovallo | @alovallo Deploying new pages/templates was easy I didn’t stop to think about how those pages would have distinct content
  16. 16. Adam Lovallo | @alovallo
  17. 17. Adam Lovallo | @alovallo Fuck up #2
  18. 18. Adam Lovallo | @alovallo Filters = search results My first idea: index it all - more pages that can rank!
  19. 19. Adam Lovallo | @alovallo https://www.coursereport.com/schools?fo cus=Rails&location=New+York Vs: https://www.coursereport.com/cit ies/new-york
  20. 20. Adam Lovallo | @alovallo My second idea: use rel= canonical Closer… but no
  21. 21. Adam Lovallo | @alovallo My third idea: Noindex! Better!
  22. 22. Adam Lovallo | @alovallo The future? Why not create pages for common filters with unique content?
  23. 23. Adam Lovallo | @alovallo https://www.coursereport.com/schools?fo cus=Rails&location=New+York https://www.coursereport.com/cities/n ew-york/rails Plus content! Hooray!
  24. 24. Adam Lovallo | @alovallo Ok, so what content then? Guides Lists Editorial analysis U.G.C. Interviews
  25. 25. Adam Lovallo | @alovallo Guides •Big time investment •Useful for email capture too
  26. 26. Adam Lovallo | @alovallo Lists •First thing people do… so extremely competitive
  27. 27. Adam Lovallo | @alovallo Editorial Also takes a lot of time
  28. 28. Adam Lovallo | @alovallo UGC Chicken v Egg
  29. 29. Adam Lovallo | @alovallo Interviews!!!
  30. 30. Adam Lovallo | @alovallo • Pros: – Easy to produce – Universally applicable – Almost always interesting – Potentially good link bait • Cons: – Editing is a huge pain in the ass
  31. 31. Adam Lovallo | @alovallo Pro tip eLance & Odesk! Cheap, relatively high quality, and dramatically increase output
  32. 32. Adam Lovallo | @alovallo More on elance Try a couple Plenty of solid english speakers $5 -$10 MAX per hour <24 hour turn around, if not sub <3
  33. 33. Adam Lovallo | @alovallo Site is in place Most effective content is known Let’s get links!
  34. 34. Adam Lovallo | @alovallo Conquesting! • Only could drum up ~50-100 decent targets • Yielded a few decent quality links
  35. 35. Adam Lovallo | @alovallo Guest blogging • Templatized/mass outreach has not worked for us at all • Success with: –Partnering with players in the space (schools) –Focusing on adjacent niches (ex: Women in tech, Career advice)
  36. 36. Adam Lovallo | @alovallo The money maker!
  37. 37. Results • 14 links on release –EdSurge, FastCompany, Tech Cocktail • Continues to draw ~1 high quality backlink per week Adam Lovallo | @alovallo
  38. 38. Quick tips • Roughly 10% hit rate amongst our primary reporter target list • Downloadable PDF seemed to add some authority/credibility • Referencing other original research also added credibility Adam Lovallo | @alovallo
  39. 39. Takeaways • Simpler page structure to start • More focus on static pages • Find pockets of content that are both fast & good • Invest in long form content… it really is worth it BUT you need a purpose in mind Adam Lovallo | @alovallo
  40. 40. And finally Interested in a bootcamp- coursereport.com Interested in acq events/conferences – grow.co Do you know a lot about SEO and think we are doing something wrong? I’m sure you are right. Email me at adam@coursereport.com Adam Lovallo | @alovallo

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