If you like distribution and repurposing playbooks, you'll love my weekly newsletter (it's free). Join 2,200+ subscribers here: https://news.justinsimon.co/

In this episode, Justin chats with Letterdrop's CEO Parthi Loganathan about the art of repurposing and distributing content for SEO. Parthi, drawing from his experience at Google and in the startup world, shares his insights on the evolution of SEO and its impact on content creation.

They dive into the importance of understanding customer needs and crafting high-quality, customer-centric content. From repackaging webinars to leveraging unique perspectives, they explore various strategies for increasing discoverability and engagement. Don't miss out on this engaging conversation that might just revolutionize your content strategy.

In this episode, you'll learn:

• How to differentiate your content and provide unique perspectives
• How to leverage customer conversations to create valuable SEO content
• Why SEO and "Push Channels" work together to capture and generate demand

CHAPTERS

[00:00:00] Intro

[00:01:49] SEO: Then & now

[00:08:39] Misconceptions about SEO

[00:15:41] Utilizing sales calls for unique blog content.

[00:24:25] Demand Capture vs Demand Creation

[00:30:31] Final Thoughts

***

CONNECT

🔔 LinkedIn: @justincsimon

🐦 Twitter @justincsimon

✉️ Email: hello@justinsimon.co

***

SPONSOR

Thanks to my friends at hatch.fm for producing this episode and handling all of my podcast production.

They give you unlimited podcast editing and strategy for your podcast.

Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.

Visit hatch.fm to learn more.

Everybody. Before we get started, I want to thank my friends at Hatch for producing

this episode. You can get unlimited podcast, editing and strategy for

one flat rate by visiting Hatch FM.

All right, let's get in the show.

Welcome to Distribution First, the show where we flip content marketing on its head

and focus on what happens after you hit publish. Each week, I

share playbooks motivations stories and strategies to help you repurpose and

distribute your content because you deserve to get the most out of everything you

created.

Everybody, welcome to this week's episode of Distribution First. Super

excited to have Parthi ladder drop on. We are going to get

practical, tactical, really kind of get into the weeds a little bit on

how to better repurpose and distribute probably content

that you're already creating or most companies are planning to

create. And then how you can use those pieces of content

to just build a little bit of momentum or build on top

of each other to where you're not having to constantly reinvent the wheel, which is

what we're all about here on distribution first. So, Parthi, welcome to the show. Thanks

for having me, Justin. It's interesting, one of the things we talked about,

kind of this evolution of SEO, a little bit of

how things have changed, right? Like things have changed a lot. Like

Google's releasing new algorithm updates all the time. I'm seeing it

like, hey, people are getting hit by know some people are, some

people aren't. I think to start, I'd be interested to just kind of get your

generalized take on where SEO is headed, what's

happening in that space, and kind of where you see it evolving from

there. Yeah, absolutely. Happy to share my perspective. And

for context, I think my perspective is informed from a couple of different

places. A, I used to work on the search team at Google as a

product manager there, back around 2016 to

2019 or so. And now I'm kind of

on the other side in startup land, building businesses,

helping companies think about marketing, and helping companies think about SEO. And

so I've kind of seen both sides of this. And so one

thing remains the same, which is kind of like the ethos behind

search, which is try to get people answers to their

questions. You search for something, how can we actually search what's out on

the web across different types of media and actually give people something

that answers their questions? So that has remained true for the past

25 years across Search now, how

effectively Google actually executes against that is a

different question because it's this sort of like Whack a

Mole game where a lot of people realize this. They realize that's a great distribution

channel to get your evergreen content out there and get people coming to

you. And obviously people are trying to figure, okay, like, how do I

game the system? And that leads to a lot of bad behavior

leads to a lot of people putting out stuff that's not so

great, which also makes the search experience worse. So I

think when people think about SEO, they should just think about the

macro level of this ecosystem and what people are trying to do.

So fast forward to today search has definitely

changed. It used to be page rank and backlinks

and then started looking at the actual content of sites, and

that was pretty simplistic in terms of keywords. And now today

with LMS over the past couple of years, Google has like their Palm

Two model, their Gemini model coming out soon. You've seen Chat? GPT?

GP four. Cloud two. All of these models. We have something

that sort of resembles understanding of actual

content. I think this is like Net good in the sense

that it's helping machines actually understand and to

differ between bad content and good content instead of actually answering

the question. On the flip side of this, you also have the problem

where people are abusing the technology and being like, okay, let's just pump out

thousands and thousands of pages. It goes kind of both ways.

I think at the crux of it as a company, most people

should just understand that if you do what is best

for your customer first, that's where you need to start. Do what's best

for your customer, answer their questions, think about

SEO second, and then go back to your content and think

about, how do I make this easier for Google to

understand as a second step? First step is definitely making sure it's for your

customers. I think that will serve you best in the long

run, independent of any sort of like Google update. The

people who are generally impacted by this stuff over a longer period of

time tend to be the people who did something wrong or

weren't really thinking about their customers. It might last for six months, for

a year, but over the long term, everybody at Google is working to

make sure that that doesn't happen. And so that's my general advice.

And I think there's more of a focus on information

and having comprehensive answers to people's questions

and being very customer centric and people first in the future of

SEO. And I'm very excited about it. I'm with you. I think it's

interesting, from the origins of SEO, you talk to

anybody who was there when that was really sort of on the

upswing. Black hat, white hat, all these things like how do we

game it, how do we take this thing and twist it to where we can

be number one, right? It's a little bit of a little bit of a game

to try to do that. Despite all of

the evolution of content, that's still kind

of in the background in some of the SEO conversations

in some of the world is like, because it's a very clear

ranking system, right? There's a winner and there's a loser. There's a number

one and there's a number 100. Right? And I've played

those games. I'm eight. How do I get to three? What levers

hey, everybody, let's get in a room. What levers do we pull to

try to do that? While those conversations are

fine and maybe valuable, at some point in time, it skips

completely past what you mentioned, which is customers and what's useful to

the end user. A lot of times the irony of that

is to go from eight to five to eight to three, you have to

have the best piece of content. It may not be that overnight thing, but if

you do try to create the best piece of content for the audience,

for the people who click on it, who, when they get there, they get what

they need, you're not filtered with a definition and this and a that, and a

blah, blah, blah, blah, blah. Oh, there, now I finally get my answer. Over

the long term, you're probably going to win what you're saying? Right? Like, I think

that's maybe the overarching thing that I would think about

is with SEO, you have to think long term. It's

not always this sort of like which is funny, because I think from

the performance metrics standpoint, the thinking around it is keywords. I

can get dashboards, I can show it feels short term, but overall it's really

like a zooming out to look at the graph of

over time growth versus the

daily dip. It's like the stock market a little bit. Yeah, I

totally agree. And I feel like here's a

rule of thumb that we have internally at letterdrop for our own

content. If we have a page on our website,

we don't feel comfortable sharing it directly with a customer via

customer support or in the sales cycle. It's not good enough

because you secretly are ashamed of sharing this with somebody. You don't think

it's helpful. Then why does it deserve to exist? Why does it deserve to

be found via Google? And I don't think a lot of people think about that

bar. They're thinking about vanity metrics like traffic. They're like, it's fine if

it ranks somehow. Maybe there's low competition, there's nothing

else better out on the internet. Or maybe I've tricked Google to get it to

rank. But then what? They get to your page. A real person gets to your

page, they look at it and they think to themselves, this is garbage.

You're not giving them a chance to even understand

what's going on. Build trust, be like these people, know what they're talking

about, and then look for a CTA, click

through, explore your site. And eventually what you're looking

for with SEO is to become a customer to get them educated. And

so I think it's that kind of short term thinking that's

going to really hurt people or why SEO

gets a bad rep. And I feel very strongly about this. Having worked in the

search team. I feel like SEO is a dirty word now, and

it really shouldn't be. It's a great way to search for information. It's

just been abused quite a bit. Yeah. And I think sometimes

people have internally have the wrong

idea about SEO, which I think skews a lot of those things. I

know just personally, as somebody who built content engines around

SEO, you can fudge the numbers great, look at all

these keywords we're ranking for, look at all our top ten pages, blah, blah, blah,

blah, blah. But unless those things are

converting or drawing people in or driving

traffic, who cares? I've audited companies where they're ranking

for lots of terms and they're number one or they have the

snippet, and then you go there and it's just some tangential

piece of content that doesn't kind of relates. But

ranking number one really isn't doing anything for that other than you

saying you're sort of padding your stats a little bit in terms of what that

looks like. So I'm curious. And then we'll get

into some of the practical stuff. What are some of the

elements, things that people as you're building out this

SEO content? Because I think that's the other thing too. Maybe when people think SEO

content, this giant wall of text, 2000 words

cram as much information on this page as I possibly

can get all the FAQs on the end,

I'm assuming that's evolved. What are some of the things that when you

all are creating content, letter drop, when you're talking to other people, what

are those things you advise they include? How should people sort

of evolve their thinking around an SEO blog post? I

think everything essentially revolves around search intent. So

when someone searches for something, what is the underlying thing that they're

looking for? If you put yourself in their shoes, what's the quickest

way you can give them an answer and then kind of expand on

that in a way that's relevant to them? And

the way you answer search intent might be in different formats. It's not just

like long walls of text. Sometimes search for how to

tie your shoes. It's probably a YouTube video, for example. Certain things are better

addressed by video, by charts

illustrations, by first party opinions on

reddit or quora, or by detailed

research PDF. Search intent really matters. And

so what I would say is, first put

yourself in the shoes of your visitor and figure out what can

I give them? I think it is useful to

look at what Google is currently surfacing to people

and understanding like, hey, is this a

video? Is this a chart? What does Google think the right way to

answer this is? And there's a lot of tooling out there,

including artists, which does this in varying ways. But I think what's

more important here is also figuring out how are you going to actually

tell a story or say something that's unique, especially

over the past couple of years with LLMs and it becomes easier and easier

to just copy people skyscraper content. And so

earlier this year, Google has said they launched

Perspectives. They're really on perspectives. How do we get more people on

YouTube videos, TikTok Reddit, Quora, first party opinions, and how do we

surface that in search results? So you want to think about how do you embed

real live opinions from experts in your pages.

So think about multimedia, think about how do I pull in a

quote for somebody, how do I do a podcast with somebody, how do I extract

that, how do I embed that in my page? That's going to help you with

search. And the second big thing is information gain.

How do you stand out? How do you say something that nobody else is saying?

If we say the same thing and HubSpot says the same thing, and

HubSpot is HubSpot massive presence, like defined

inbound marketing, there is no way or no reason for

Google to say pull letter drops content up there when HubSpot is

saying the same thing. There is a reason for Google to pull up our

content or something that we say. If we say something that HubSpot isn't

saying that answers search intent. So can we pull that unique customer

perspective? Can we run an original study? Can we do something that's

unique that warrants being pulled up? Especially

with Google rolling out their search SGE experience, their sort

of like AI experience on top of search, it is reading all these

pages and it's trying to construct an answer based on what it's seen

out there. And if it sees the same definition,

what is X? Time after time across every page, it's

just going to be like, okay, I got what is X from that first page.

I don't need to get what is X from page number seven, but page number

eight is talking about this really unique perspective that none of these other

pages are talking about. I want to pull that up and surface it to people.

And this is why I'm excited about the future with this,

as scary as it is, is because it is generally moving in the

right direction in terms of getting people unique information and getting people

closer to answers from first party. Google understands that people are appending

reddit at the end of searches for a reason and they're trying to

really address that. It gets me really excited too, because I think one of

the downfalls or the maybe

more boring aspects of SEO content that

I've lived through is that it does sometimes feel

like you're trying to just copy and paste what

one, two and three are doing. Even to

all the title tags are the same seven ways, four ways,

eight ways, and it's just like a different number and they're all the same.

It all just kind of ends up feeling the same

to where now if you can stand

out and be unique even from a title tag.

I'm sure you're this way. I'm sure most users you know

what to avoid at this point, right? You're scrolling a LinkedIn

feed. You know what ads look like before it takes you like a

millisecond to, oh, that's an ad. I'm going to keep going. Google Search

no different. I know by that title tag what type of post that is. It's

not giving me what I want. That's going to be generic. And so having those

unique perspectives, those unique ways of doing content, I think

is going to be massively important. A, because

you're competing with other people, and LLMs for

generic answers, but B, people

engage with other people. We want to know what other people think. We want to

know it's why Reddit is so popular. You know what I mean? I've even

found myself doing that more. And I'm not even a massive engagement

on Reddit by any means. I type something in. I want to see what is

this person's real life perspective on this thing that

I'm searching for? For me, inherently, it might be wrong. I have

to use some brain cells to figure out like, do I agree with that? Is

that correct? Is this right? But it at least is a unique

perspective versus the sort of canned answer I may get if I

just click on the number three blog post that's ranking for

that. Sometimes Surfer Dude 97 from

Reddit is more trustworthy than your HubSpot

blog. You never know sometimes because, honestly, Surfer Dude 97 is probably

in the trenches right now trying to figure it out where that HubSpot blog hasn't

been updated in two and a half years and stuff changes totally, which is

wild. So I think that's a great transition point, like going to

unique. How do we do that? One of the things you had mentioned to me

was being able to use things like case studies

or sales calls or things like using these

pieces of content that are happening.

Every company is doing sales calls consistently. How do we think about

using those for sales enablement? How do we think about

repurposing or distributing those things out for adding

them into blog posts for SEO, for instance, to add that unique

perspective? I think that's one of the things like, oh, how do I get

unique perspective? Man, sales calls feels like a gold mine to me to be able

to start mining, to be able to do that. Yeah, absolutely.

And I think taking a step back, what is the purpose of

content at a business? Right? Primary purpose is like customer education.

How do you get someone to go from unaware

to problem aware to solution aware, to product aware,

eventually buying your product? That's pretty much it. That is

universally true of content. Now, how you distribute that

content and what types of content belong on different channels, that is

a separate problem. And so I think a lot of people start thinking

about SEO as its thing on its own, or like LinkedIn as

its thing on its own or Podcast as its thing on its own. But the

same ideas can work on all of these different channels. They're packaged

differently. But the same ideas can work on all these different channels. And

all of these content ideas come from the same places. Sales

calls or essentially conversations with your customers or

conversations with your teammates, conversations with partners.

Conversations like this essentially, right? It's like people talking to

people, educating each other about how to do something and

helping them get work done. And that's what B, two B

buyers for the most part really care about it's just like how do I do

my job? I do think every marketer should be really

thinking about beyond just like keyword research because nobody really needs

another top of fun. What is X in your category? I can guarantee

unless your category is completely brand new, it's saturated to hell. That's not

what you need. What you really need is trying to figure out, hey, what do

our actual customers care about? What are the problems they're coming to us with? What

are the questions that they're asking? You're going to find these

in customer success calls, you're going to find these in sales calls, you're going to

find these in communities, you're going to find these on

LinkedIn, you're going to find these out there in the world where

people are actually asking these questions. And that kind of stuff

is a great source for what you should be creating content

about. So at Letter Drop, for example, a lot of our

content is influenced by what we hear from people

in the community and on our sales calls, which is why

we even bothered to build tooling to automate that as well.

And so I think what people should

really be focusing on is once we have these right ideas,

how do I now maximize and going back to what your podcast is

completely about is like repurposing distribution. How do I take this

nugget of good information and how do I just put it out in as many

places as possible where it makes sense? And so

if you get a quote from a customer on a sales call, you sure as

hell want to post that on LinkedIn, maybe anonymize if they are not comfortable

with it. But here is what somebody who looks like you, who's

another whatever CTO or another product

marketer is saying and you want to post that on LinkedIn, or

maybe you include that as a quote in your blog post, or maybe you even

have a clip of that recording. You put that on

YouTube and clip it and put on social media or Instagram or TikTok or whatever

you have you. And so I think the really important part is

going back to what I said earlier about unique perspectives. Those unique perspectives

are going to come from these conversations happening in your

community or with your customers. You want to make sure you are a

noticing them, b saving them, c extracting them, and

then D actually putting them out into all of your content to make it

unique. Because this is essentially what's going to make you stand out from your

competitors. If your competitors can say the same, if you

take your content and post it on your competitors website or

LinkedIn or what have you, your content is not

sufficiently differentiated and you need to think a little bit more

carefully about how do I use our internal resources to tell

our unique story. Distribution in

repurposing is only as good as the content you have to

distribute or repurpose. And so one of the things I always try to work with

from the jump is what are your strong points of view, which is kind of

what you mentioned earlier, and using

that to reverse engineer and using that as a gut check to the content

you are even thinking about creating. So if you have a list out

of your top points of view and sometimes the bigger the, the harder it is

to maybe come up with those things or get alignment on those things. But it's

still super important. This doesn't even have to be for the

company moving on. It could be for a campaign. Hey, we've got this campaign going

out. What is our sort of stake in the ground for this campaign? What are

we trying to get across? And then you find the things to support that

and then you start building those things around that to be able to

actually make sure that point of view is getting out. Because sometimes it's

easy to say, yeah, we believe that. And then you audit the content and you

say, oh, we haven't said that in a year, we believe this. And I said,

well, if you audit what's on your LinkedIn page right now, you don't believe that

just because, you know, you believe that nobody else knows. You believe that because you

haven't said it. And so it's like being able to understand that and then

just ten x it because it's going to take ten to 20

times of repetition over months and months to be like, oh,

I get it. I'm just now seeing this a year into this.

Justin, distribution first. Yes. So. Justin's. Justin.

Content hamster. Get off the content hamster wheel. Okay, well, I've only

said it a million times over the last year and a half, so finally is

starting to hit a little bit. But I'm curious,

with the sales calls, like, you go into Hrefs, you go into

Samurai, you're like, nobody's looking for this. How do you balance that in

terms of being able to prioritize this is what people are actually

asking versus like, well, we're getting a zero

back. How do you kind of take that leap to be able to actually create

that piece of content? Or is it in that case, maybe not a blog

post? Is it something else? I will always pick the customer question

over any data from SEMrush or Href. Case in point.

And I've seen this across our customers. I've seen this across ourselves. Our

best performing blog post from SEO

perspective, that has brought us in probably three or four

customers in the past month or so, has

zero search volume. Like NA on SEMrush.

As far as SEMrush is concerned, no one is searching for it. It doesn't

mean no one is searching for it. What it really means is that the methods

SEMrush or Ahrefs use to estimate

and these are estimates, estimate search volume are off.

They're putting click trackers on people's web pages, all that stuff.

Maybe people who are my customers

aren't in that representative sample of people have these click trackers. And so

from SEMrush's perspective, looks like no one's searching for it.

So that's my first point. So even if no people

on SEMrush are Hrefs, or even like 30 people are searching for it,

it's fine. I would rather get 30 qualified people

to my site and have five of them convert and actually

drive revenue for my business than go for some

super fluffy term where they're in the unaware stage, has

20,000 people searching for it, but they're never going to be customers, at least

in the near future. And so I would always listen to your customers

over any of that data. That data is just a gut check. More

so than anything, I think a lot of SEO strategies which

start purely from keywords, especially in

2023, are kind of like doomed to fail. Like you really should be starting from

your customer and not from keywords. Keywords are secondary. They're just a data

point. The second thing I will say about this

is SEO is a pull channel

demand capture. Someone's searching for something, you just happen to be there, you get in

front of them, and then you have your push channels, which are like social

media, newsletters, all those kinds of things, where you're pushing

something out into the world, and that's more so demand

generation. And I think these work in tandem. You

push a lot of stuff out into the world, you repeat yourself

a million times, and people finally get distribution first, and then they go

Google it, and then you kind of capture that later. And so both of these

work in harmony. And so in some ways, you can actually

create that demand on your push channels

by saying distribution first, distribution first, so many times to

the point where you start creating that demand, and now you can capture it

via SEO as well. So even if there's no one searching for it, you can

now create it. There are companies, reverse ETL. There are a couple of

companies in this space that was not a thing which existed two years

ago, people made it a term, they started using it a lot.

People start googling the term and the companies which made

the category or the term capture that as well. So you can

see how this cycle works. And so I think the

TLDR here is always be customer centric. If a customer asks

you something that's way more important than what you're seeing on SEMrush,

it can be a blog post, it can also be a social media post. Once

again, a good idea is a good idea and the way in which

you layer that on or capture it is different. So maybe you do the social

media post first because you're not in

the demand capture phase of content, but then you also create

the blog post later to actually capture that demand. And

so going back to your point, just like good

idea, once get it out everywhere.

How do you maybe think about using webinars podcasts?

These more multimedia. I mean, obviously I've got this show,

so I've got my own ideas on it. But I'd love your take on it.

How do you use those for blog content, for

SEO content? I think one of the pitfalls is

the classic we just throw the recording up after,

or we throw up the recording and we also include the entire transcript underneath

it. And it's like, well that's not great. Again, going back

to user experience, not the best. I can't tell you a time

I've ever read a transcript underneath a video unless I

was watching the video and had to actually consume it as it was

scrolling. How do you think about that Parthi? How do you think about using

these? I mean, man, I was just on a call this

morning creating six webinars a

quarter. And what are we doing with them? Well, not much.

We're building all this momentum up toward them and then fading them

out. And so how do you think about repurposing those type of things for blog

content, for SEO content, et cetera? I think for the vast majority of

digital webinars and stuff like that, not a lot of people actually attend them

live. A lot of people actually watch them later. And so your leads

are not coming in. I feel like a lot of demand gen and sales folks

are like, oh yeah, throw up a gated webinar and then we're

going to get a bunch of emails and then we're spam the hell out of

them. And I'm not saying you shouldn't collect emails and do. And I understand where

sales is coming from with that, for sure. Our sales team also pressures us

to do that. But I think there is a lot you can do with the

actual content. I think the great thing about webinars is it's first

party data. It's like people to people. It's human connection, people sharing their

experiences. It is incredibly unique. It's a little bit of work

to get going. You have to. Schedule time, have a conversation, all that kind of

stuff. But this is where you're really going to stand out from having this kind

of content. So I think the first thing people should be doing is thinking about,

okay, how do I just really juice it for all it's worth? How do I

get these insights out of there? How do I go back, audit all of our

content, figure out the insights from this webinar, do

snippets of these fit into our blog posts?

Right? Can I take a snippet from this? Can I upload it to

YouTube, clip it down? Can I take the quote, put it there and put it

into a blog post somewhere? So that's going to help the blog post rank higher,

it has more unique perspectives, all that kind of stuff. How do I take this

and share it on social media? How do I once again take insights

from here, clip it down, take a single insight, share it on

LinkedIn, and then repetition matters. You can use that clip as many

times as you want, post it every month if you want. Actually, social media is

ephemeral. People forget really easily. And so I

think a lot of people just leave their podcasts and webinars to

die, just like somewhere on your website. Best case scenario,

you maybe have a transcript, which to your point, nobody reads. You're missing

out on SEO from that podcast or webinar not being

discoverable because it doesn't have an easy to read

text or blog companion to it that can be discovered via

search. It is not being discovered via social media beyond maybe the

initial launch because it's not being repurposed. Then insights from that are not being

reposted. And I think a single webinar over a twelve month

period can actually generate a lot of business for you if you take

the energy to actually repurpose it. And so even

me, I think we've probably talked about a lot of great stuff

on this podcast. Once you publish this, I would love to take

this. We're going to drop it into our own tool. We're going to turn into

a blog post, we're going to clip it up, put into LinkedIn, and we will

sure as hell have some of these insights. Whatever I'm seeing right now, our writers

probably pull those put into our blog post and also post this

to our social media. And I think content

repurposing this way of getting one good idea and sharing it as many times

as possible is going to really help companies, especially

in this market, like do more with less and all that stuff. Instead

of spending more money on new content,

make sure you're collecting the sort of exhaust from your existing

company, what's happening around you, in your community, within your

company. Take that exhaust, recycle it, and put it

out into the world again and you'll just get a lot more

from writing that. Next, what is X Blog post

love it Parthi. I'm just going to throw that on my website now and

just have you explain the whole repurposing distribution

value prop and then I can stop doing that.

No, that was totally, totally agree. I think two

huge things there. The one is being more strategic

with what you're creating. I think a lot of times it feels

like as content folks, we have to constantly be creating

everything. So we have to do in tandem three blog

posts a week and a webinar every month and a podcast and

this and that. The more I'm

working with other companies and reflecting on sort of

my life in the past, but then also looking ahead to where content is

going, it feels much more like there

are seasons of content for the creators

and for the content marketers out there. Where

your audience? I know this is not an original thought, but your audience doesn't

care about your publishing schedule. I promise you they don't. I promise you they

don't. They have no clue that you have six webinars

coming this month. They have no clue that you are

doing this video series and hey, we release it every Tuesday and if we release

it on Wednesday, they'd freak out because they're expecting it. No, they don't care.

You're not stranger things. You're not great British. Breakup. You're not

that. So you can get over that people aren't bated breath waiting for your thing

to drop. But also the idea of

understanding what content you have to

revitalize SEO, that's a huge I have done

that for years is what was once

ranking started to drift. Let's go update it. That

means refreshing the content, but that also means to your point,

what multimedia content have recreated recently that we

can inject new life into that old piece of content? What

original thought can we put out there? It helps to

reframe the way you're doing content to where it's how you get off the content

hamster wheel honestly, is like understanding

the purpose of the content and understanding going back to

the customer centric nature of it is why are we doing what we're doing?

A lot of times it's like, well when you think internally it's revenue

growth and MQLs SQL. That agreed. But at the end of the day,

especially for content teams, like you said, it's education. It's helping people

view themselves as the ability to be a new type of

person. This transformation, this idea that I was once this

now I can be that. That's how you get buy in. That's how you

more and more especially for people selling

products, products are there's so many products now, it's

unbelievable. And feature sets and all that can be cannibalized, right? Like you

said with HubSpot example, right? Or you're just going to go up against Google will

come in and do something and you're like, well now I'm going against Google. But

if you have those unique takes, if you have those unique thoughts. If you have

this unique perspective, people will buy in or they won't.

And that's okay because the people who aren't going to buy in, they're probably not

going to be your customer anyway, right. It goes back to that 20,000

versus 30 clicks a month, while 20,000 that converts

at zero. I'd rather have the 30 that convert at five.

Absolutely. Totally. This has been super fun Parthi. I

say this, I feel like after every episode and so I'm eventually going to have

to start doing it. We will have to do around two at some point because

I feel like there's a lot we left out on the table. But super pumped

to have you on. I think you gave a lot of people really good insights

in terms of how to do SEO the right way, how to think

about content and think about SEO as just a distribution channel. In a lot of

ways. It's just a piece of how you're doing content. It's

not an end all, be all. It's not a content strategy and it's not

keywords aren't a content strategy. So I think lots to take away here

and super fun to have you on. Thanks party. Thanks for having me, Justin. It

was a blast.

All right. I hope you enjoyed this episode of distribution

first, and thank you for listening all the way through. I appreciate you

so, so much and I hope you're able to apply what you learned in

this episode, one way or another, into your content strategy as

well. Speaking of strategy, we have a lot of things going on this year that

are going to help you build your brand ten X your content and transform

the way you do content marketing. Make sure to subscribe to the show and sign

up for my newsletter at Justinsimon Co so you don't miss

a thing. I look forward to serving you in the next episode as well. And

until then, take care and I'll see you next time.