Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Catalyzing with Content:
What B2Cs Should Be
Doing in The First Six
Months
What we did
What we fucked up
What worked
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...
Upcoming SlideShare
Loading in …5
×

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

2,289 views

Published on

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

Published in: Internet
  • Be the first to comment

[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

×