[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

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

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  • 1. Catalyzing with Content: What B2Cs Should Be Doing in The First Six Months
  • 2. What we did What we fucked up What worked
  • 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. Let’s begin! Adam Lovallo | @alovallo
  • 5. coursereport.com • Ratings/review site for programming bootcamps • Focused on organic search • Lead gen model Adam Lovallo | @alovallo
  • 6. coursereport.com Adam Lovallo | @alovallo
  • 7. Adam Lovallo | @alovallo Yay - Bootstrap!
  • 8. Adam Lovallo | @alovallo coursereport.com/schools
  • 9. Adam Lovallo | @alovallo coursereport.com/school-name
  • 10. Adam Lovallo | @alovallo coursereport.com /blog/blog-post BONUS: Tags link to schools!
  • 11. Adam Lovallo | @alovallo At this point I’m feeling good
  • 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. Adam Lovallo | @alovallo Fuck up #1
  • 14. Adam Lovallo | @alovallo Google thought it was duplicative because it was Inbound links were spread across different (similar) pages
  • 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. Adam Lovallo | @alovallo
  • 17. Adam Lovallo | @alovallo Fuck up #2
  • 18. Adam Lovallo | @alovallo Filters = search results My first idea: index it all - more pages that can rank!
  • 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. Adam Lovallo | @alovallo My second idea: use rel= canonical Closer… but no
  • 21. Adam Lovallo | @alovallo My third idea: Noindex! Better!
  • 22. Adam Lovallo | @alovallo The future? Why not create pages for common filters with unique content?
  • 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. Adam Lovallo | @alovallo Ok, so what content then? Guides Lists Editorial analysis U.G.C. Interviews
  • 25. Adam Lovallo | @alovallo Guides •Big time investment •Useful for email capture too
  • 26. Adam Lovallo | @alovallo Lists •First thing people do… so extremely competitive
  • 27. Adam Lovallo | @alovallo Editorial Also takes a lot of time
  • 28. Adam Lovallo | @alovallo UGC Chicken v Egg
  • 29. Adam Lovallo | @alovallo Interviews!!!
  • 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. Adam Lovallo | @alovallo Pro tip eLance & Odesk! Cheap, relatively high quality, and dramatically increase output
  • 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. Adam Lovallo | @alovallo Site is in place Most effective content is known Let’s get links!
  • 34. Adam Lovallo | @alovallo Conquesting! • Only could drum up ~50-100 decent targets • Yielded a few decent quality links
  • 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. Adam Lovallo | @alovallo The money maker!
  • 37. Results • 14 links on release –EdSurge, FastCompany, Tech Cocktail • Continues to draw ~1 high quality backlink per week Adam Lovallo | @alovallo
  • 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. 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. 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