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Why Your Friend with a Creative Job Isn’t the Village Idiot

It happened again. You were out to dinner with your Writer Friend, and the waiter came over to see if…

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13 Timeless Lessons from the Father of Advertising

In 1962, Time magazine called David Ogilvy: “The most sought-after wizard in today’s advertising industry.” During his years as an…

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Rakuten Rolling Out Revolutionary 5G Mobile Network In Japan

Building World’s First Fully Virtualized Cloud-Native Network

With our new mobile network, all these network services are directly connected to the internet,” says Rakuten founder and CEO Hiroshi Mikitani. “Our firewall is probably much stronger than any other hardware-dependent mobile network. It is a pretty wrong idea that hardware is stronger in terms of security than software. It’s kind of a syndrome.”

Rakuten is in taking a revolutionary approach to building out Japan’s fourth major mobile. Network. “The journey that we are embarking on in Japan will enable a complete transformation in the telecom infrastructure buildout,” explains Rakuten Mobile Network Chief Technology Officer (CTO) Tareq Amin. “We are building the world’s first end-to-end fully virtualized cloud-native network.” At the Rakuten Technology Conference, last October, Amin said that they are deploying a very different architecture and leveraging Rakuten IT skills.

“The majority of the telecommunication companies in the world have been on this journey of transformation. And yet I would argue that very little progress has happened to deploy a true end-to-end cloud-native network,” says Amin. “In fact, there is not a single telco in the world that has moved all of its workloads to the cloud. I think Rakuten is going to be the only company in the world that’s going to enable this.”


Rakuten Mobile Network Chief Technology Officer (CTO) Tareq Amin Announcing New Mobile Network for Japan.

Last night on CNBC Rakuten CEO Hiroshi Mikitani discussed how the network is set to deploy 5G nationwide in Japan by June 2020:

Rakuten Rolling Out Revolutionary 5G Mobile Network In Japan

We are rolling out our 4G network before we launch 5G. We are going to deploy what we call mobile edge computing in Japan. We are going to have over 4,000 edge servers all over Japan. Therefore, we do not have to create a new network for 5G. What we need to do is modify our edge servers a little bit. Our core network throughput is really fast. What we have to do is just add a 5G antenna, which we already have developed together with Qualcomm as well as NEC. We will be rolling out 5G in June 2020.

As 5G rolls out consumers will understand the benefits. The key is an edge computing. There is a very low latency between your device and edge. It’s just a millisecond latency, so it’s almost like you have artificial intelligence. You hold your own artificial intelligence in your hand. Definitely, the speed is going to be much faster, maybe 1,000 times faster than 4G. Of course, latency is going to be much shorter. So autonomous driving and other autonomous applications are going to be really becoming true.

Rakuten Rolling Out Revolutionary 5G Mobile Network In Japan, Says Rakuten CEO Hiroshi Mikitani

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Prepare to say goodbye to average position in Google Ads on September 30

Update any scripts, rules and reporting and look to Google’s new position metrics.



Please visit Search Engine Land for the full article.


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Zuckerberg Connecting Whatsapp, Instagram, and Facebook. What Could Go Wrong?

“Typically, you separate great brands to create enterprise value,” says Scott Galloway, a Professor of Marketing at NYU Stern School of Business. “Mark Zuckerberg is trying to encrypt the backbone between WhatsApp, Instagram, and the core platform Facebook, such that he has one communications network across 2.7 billion people or the population of the southern hemisphere plus India.  What could go wrong? I actually, and I’ve said this before, I think Mark Zuckerberg is the most dangerous person in the world.”

Scott Galloway, a well-known and popular Professor of Marketing at NYU Stern School of Business, discusses Facebook’s possible implementation of a single communions platform for all of its apps utilized by 2.7 billion people. Galloway was interviewed on Bloomberg Technology.

Connecting Whatsapp, Instagram, and Facebook – What Could Go Wrong?

What we have here is the mother of all conjoining of triplets (referring Facebook’s plan to use the same messaging backend on all of its platforms). That is, typically, you separate great brands to create enterprise value. Mark Zuckerberg is trying to encrypt the backbone between WhatsApp, Instagram, and the core platform Facebook, such that he has one communications network across 2.7 billion people or the population of the southern hemisphere plus India. What could go wrong? 

I actually, and I’ve said this before, I think Mark Zuckerberg is the most dangerous person in the world. If you look at key moments in our history where we moved to tyranny, one of the key steps is someone consolidates the media. The notion that we’re going to have one individual deciding the algorithms for an encrypted backbone of 2.7 billion people is frightening, regardless of that person’s intentions or not. They’re even talking about putting the Facebook brand on each of these. 

Is This a Prophylactic Move Against Antitrust Action?

I think what Mark Zuckerberg is doing is taking prophylactic moves against any sort of antitrust such that he could say, “It’d be impossible to unwind us now.” This is absolutely bad for the planet and bad for society. It’s clear where they’re going, an encrypted backbone, conjoin the triplets, and claim that if you do anything you’re going to kill all of us. 

Typically antitrust plays out over the course of years or even decades. The idea to try and conjoin the companies as quickly as possible, such that they can make a nationalist argument, and they’re making it now. They are arguing that the Chinese are coming for us with their AI weaponized companies and you need a big company (to combat them). In fact, we’re the only ones that can do a stable currency coin. 

They’re going to try and make the same argument around encrypting the backbone. The fact is the FTC and the DOJ, as they’ve shown at least stomach some for, should go on background and say, “This is not going to prevent us from splitting you up, so be careful.” There has never been a greater failure in FTC or DOJ history them approving the acquisition of Instagram. I think we all probably regret that now.

Zuckerberg Connecting Whatsapp, Instagram, and Facebook. What Could Go Wrong? – Scott Galloway

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"Study Finds:" How Data-Driven Content Marketing Builds Links and Earns Press Mentions

Posted by KristinTynski

In 2019, high-authority links remain highly correlated with rankings. However, acquiring great links is becoming increasingly difficult. Those of you who operate publications of any variety, especially those who enjoy high domain authority, have likely received several link building requests or offers like this each day:

“Please link to my suspect site that provides little or no value.”

“Please engage in my shady link exchange.”

“I can acquire 5 links of DA 50+ for $ 250 each.”

Or maybe slightly more effectively:

“This link is broken, perhaps you would like to link here instead.”

“You link to X resource, but my Y resource is actually better.”

This glut of SEOs who build links through these techniques above have been consistently eroding the efficacy of this style of little-to-no-value ad outreach link building. In the past, perhaps it was possible to convert 2% of outreach emails of this style to real links. Now, that number is more like 0.2 percent.

Link building outreach has become glorified email spam—increasingly ignored and decreasingly effective. And yet, high-authority links remain one of the single most important ranking factors.

So where do we go from here?

Let’s start with a few axioms.

The conclusion: Leveraging data journalism to tell newsworthy stories re-enables effective promotion of content via outreach/pitching. Doing so successfully results in the acquisition of high domain authority links that enjoy the potential for viral syndication. Overall data journalism and outreach represents one of the only remaining scaleable high-authority link building strategies.

How can I leverage data journalism techniques to earn coverage?

To answer this question, I conducted my own data journalism project about the state of data journalism-driven link building! (Meta, I know.)

The primary goal was to understand how major publications (the places worth pitching content) talk about data journalism findings from external sources. By understanding how data journalism is covered, we lay the groundwork for understanding what types of data journalism, themes, and strategies for outreach can be most effective for link building.

We pulled 8,400 articles containing the text “study finds.” This keyword was used as a heuristic for finding data-driven news stories created by outside sources (not done internally by the news publication themselves). We then supplemented these articles with additional data, including links built, social shares, and Google’s Machine Learning topic categorization.

The categories derived by Google’s classifier can have multiple tiers based on the keywords in the article titles, giving us four ways to show the results within each category: The main topic area (containing all relevant subcategories), just the first subcategory, just the second subcategory, and just the third subcategory.

Which outlets most frequently cover data-driven stories from external pitches?

Let’s begin by taking a look at which top-tier news outlets cover “study finds” (AKA, any project pitched by an outside source that ran a survey or study that had “findings”).

For companies conducting studies, they hope to win press coverage for, these top sites are prime targets, with editorial guidelines that clearly see outside pitches of study findings as attractive.

It’s not surprising to see science-based sites ranking at the top, as they’re inherently more likely to talk about studies than other publications. But sites like The Independent, Daily Mail, The Guardian, CNN, Washington Post, and NBC News all ranked highly as well, providing great insight into which established, trusted news sources are willing to publish external research.

Which topic areas do these publishers write about most?

Diving a little deeper, we can explore which topics are covered in these publications that are associated with these external studies, providing us insight into which verticals might be the best targets for this strategy.

There are many unique insights to be gleaned from the following charts depending on your niche/topical focus. This data can easily be used as a pitching guide, showing you which publishers are the most likely to pick up and cover your pitches for the findings of your study or survey.

Here is a view of the overall category and subcategory distribution for the top publishers.

As you can see, it’s…a lot. To get more actionable breakdowns, we can look at different views of the topical categories. The categories derived by Google’s classifier can have multiple tiers based on the keywords in the article titles, giving us several ways to show the results within each category.

You can explore the Tableau sheets to get into the nitty-gritty, but even with these views, a few more specialized publications, like InsideHigherEd.com and blogs.edweek.org, emerge.

Which topic areas drive the most links?

Press mentions are great, but syndication is where data journalism and content-based outreach strategy really shines. I also wanted to understand which topic areas drive link acquisition. As it turns out, some topics are significantly better at driving links than others.

Note that the color of the bar charts is associated with volume of sharing by topic—the darker the bar on the chart, the higher it was shared. With this additional sharing data, it’s plain to see that while links and social shares are highly correlated, there are some categories that are top link builders but do not perform as well on social and vice versa.

This next set of data visualizations again explore these topic areas in detail. In each batch, we see the median number of links built as an overall category aggregate and then by each category.

Which domains generate the most links when they pick up a data-driven story?

Another interesting question is which domains overall result in the largest number of links generated for “study finds” stories. Below is that ranking, colored by the median number of total shares for that domain.

Notice that while The Independent ranked supreme in the earlier graph about including the most “study finds” pieces, they don’t appear at all on this graph. Sites like The Guardian, CNN, The Washington Post, and NBC News, however, score highly on both, meaning they’re probably more likely to publish your research (relatively speaking, since all high-authority sites are tough to get coverage on), and if you’re successful, you’re probably more likely to get more syndicated links as a result.

Which topic areas are the most evergreen?

Now, let’s look at each category by BuzzSumo’s “evergreen score” to see what kind of content will get you the most bang for your buck.

The evergreen score was developed by BuzzSumo to measure the number of backlinks and social shares an article receives more than a month after it’s published.

When you’re considering doing a study and you want it to have lasting power, brainstorm whether any of these topics tie to your product or service offering, because it appears their impact lingers for longer than a month:

What this all means

Link building through data-driven content marketing and PR is a predictable and scalable way to massively impact domain authority, page authority, and organic visibility.

Always consider:

1. Which publishers make sense to pitch to?

  • Do they often cover external studies?
  • Do they cover topics that I write about?
  • Does their coverage lead to a high volume of syndicated links?

2. Does my topic have lasting power?

To really make the most of your content and outreach strategy, you’ll need to incorporate these tips and more into your content development and pitching.

In previous articles on Moz I’ve covered:

These ideas and methodologies are at the heart of the work we do at Fractl and have been instrumental in helping us develop best practices for ideation, content creation, and successful outreach to press. Pulling on each of these levers (and many others), testing, and accumulating data that can then be used to refine processes is what begins to make a real impact on success rates and allows you to break through the noise.

If you want to discuss the major takeaways for your industry, feel free to email me at kristin@frac.tl.

Did anything surprise you in the data? Share your thoughts below!

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The 5 Golden Rules Of Expectation Management And Why You Can’t Ignore Them

If you have a good memory, you may recall a few weeks just before Steve Jobs passed on, Apple stock dropped a good few percentage points. It wasn’t because of Steve’s death that brought the valuation down, because that was factored into the stock market years ago when he first began to get sick, it […]

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Join Sonia Next Month for a Transformative ‘Slow Business Adventure’ in Norway!

Looking for a break from the stress and overwhelm of your business? Want to make some amazing connections with your…

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Case Study: How a Media Company Grew 400% and Used SEO to Get Acquired

Posted by Gaetano-DiNardi-NYC

Disclaimer: I’m currently the Director of Demand Generation at Nextiva, and writing this case study post-mortem as the former VP of Marketing at Sales Hacker (Jan. 2017 – Sept. 2018).



Every B2B company is investing in content marketing right now. Why? Because they all want the same thing: Search traffic that leads to website conversions, which leads to money.

But here’s the challenge: Companies are struggling to get traction because competition has reached an all-time high. Keyword difficulty (and CPC) has skyrocketed in most verticals. In my current space, Unified Communication as a Service (UCaaS), some of the CPCs have nearly doubled since 2017, with many keywords hovering close to $ 300 per click.

Not to mention, organic CTRs are declining, and zero-click queries are rising.

Bottom line: If you’re not creating 10x quality content based on strategic keyword research that satisfies searcher intent and aligns back to business goals, you’re completely wasting your time.

So, that’s exactly what we did. The outcome? We grew from 19k monthly organic sessions to over 100k monthly organic sessions in approximately 14 months, leading to an acquisition by Outreach.io

We validated our hard work by measuring organic growth (traffic and keywords) against our email list growth and revenue, which correlated positively, as we expected. 

Organic Growth Highlights

January 2017–June 2018

As soon as I was hired at Sales Hacker as Director of Marketing, I began making SEO improvements from day one. While I didn’t waste any time, you’ll also notice that there was no silver bullet.

This was the result of daily blocking and tackling. Pure execution and no growth hacks or gimmicks. However, I firmly believe that the homepage redesign (in July 2017) was a tremendous enabler of growth.

Organic Growth to Present Day

I officially left Sales Hacker in August of 2018, when the company was acquired by Outreach.io. However, I thought it would be interesting to see the lasting impact of my work by sharing a present-day screenshot of the organic traffic trend, via Google Analytics. There appears to be a dip immediately following my departure, however, it looks like my predecessor, Colin Campbell, has picked up the slack and got the train back on the rails. Well done!

Unique considerations — Some context behind Sales Hacker’s growth

Before I dive into our findings, here’s a little context behind Sales Hacker’s growth:

  • Sales Hacker’s blog is 100 percent community-generated — This means we didn’t pay “content marketers” to write for us. Sales Hacker is a publishing hub led by B2B sales, marketing, and customer success contributors. This can be a blessing and a curse at the same time — on one hand, the site gets loads of amazing free content. On the other hand, the posts are not even close to being optimized upon receiving the first draft. That means, the editorial process is intense and laborious.
  • Aggressive publishing cadence (4–5x per week) — Sales Hacker built an incredible reputation in the B2B Sales Tech niche — we became known as the go-to destination for unbiased thought leadership for practitioners in the space (think of Sales Hacker as the sales equivalent to Growth Hackers). Due to high demand and popularity, we had more content available than we could handle. While it’s a good problem to have, we realized we needed to keep shipping content in order to avoid a content pipeline blockage and a backlog of unhappy contributors.
  • We had to “reverse engineer” SEO — In short, we got free community-generated and sponsored content from top sales and marketing leaders at SaaS companies like Intercom, HubSpot, Pipedrive, LinkedIn, Adobe and many others, but none of it was strategically built for SEO out of the box. We also had contributors like John Barrows, Richard Harris, Lauren Bailey, Tito Bohrt, and Trish Bertuzzi giving us a treasure trove of amazing content to work with. However, we had to collaborate with each contributor from beginning to end and guide them through the entire process. Topical ideation (based on what they were qualified to write about), keyword research, content structure, content type, etc. So, the real secret sauce was in our editorial process. Shout out to my teammate Alina Benny for learning and inheriting my SEO process after we hired her to run content marketing. She crushed it for us!
  • Almost all content was evergreen and highly tactical — I made it a rule that we’d never agree to publish fluffy pieces, whether it was sponsored or not. Plain and simple. Because we didn’t allow “content marketers” to publish with us, our content had a positive reputation, since it was coming from highly respected practitioners. We focused on evergreen content strategies in order to fuel our organic growth. Salespeople don’t want fluff. They want actionable and tactical advice they can implement immediately. I firmly believe that achieving audience satisfaction with our content was a major factor in our SEO success.
    • Outranking the “big guys” — If you look at the highest-ranking sales content, it’s the usual suspects. HubSpot, Salesforce, Forbes, Inc, and many other sites that were far more powerful than Sales Hacker. But it didn’t matter as much as traditional SEO wisdom tells us, largely due to the fact that we had authenticity and rawness to our content. We realized most sales practitioners would rather read insights from their peers in their community, above the traditional “Ultimate Guides,” which tended to be a tad dry.
    • We did VERY little manual link building — Our link building was literally an email from me, or our CEO, to a site we had a great relationship with. “Yo, can we get a link?” It was that simple. We never did large-scale outreach to build links. We were a very lean, remote digital marketing team, and therefore lacked the bandwidth to allocate resources to link building. However, we knew that we would acquire links naturally due to the popularity of our brand and the highly tactical nature of our content.
    • Our social media and brand firepower helped us to naturally acquire links — It helps A LOT when you have a popular brand on social media and a well-known CEO who authored an essential book called “Hacking Sales”. Most of Sales Hacker’s articles would get widely circulated by over 50+ SaaS partners which would help drive natural links.
    • Updating stale content was the lowest hanging fruit — The biggest chunk of our new-found organic traffic came from updating / refreshing old posts. We have specific examples of this coming up later in the post.
    • Email list growth was the “north star” metric — Because Sales Hacker is not a SaaS company, and the “product” is the audience, there was no need for aggressive website CTAs like “book a demo.” Instead, we built a very relationship heavy, referral-based sales cadence that was supported by marketing automation, so list growth was the metric to pay attention to. This was also a key component to positioning Sales Hacker for acquisition. Here’s how the email growth progression was trending.

    So, now that I’ve set the stage, let’s dive into exactly how I built this SEO strategy.

    Bonus: You can also watch the interview I had with Dan Shure on the Evolving SEO Podcast, where I breakdown this strategy in great detail.

    1) Audience research

    Imagine you are the new head of marketing for a well-known startup brand. You are tasked with tackling growth and need to show fast results — where do you start?

    That’s the exact position I was in. There were a million things I could have done, but I decided to start by surveying and interviewing our audience and customers.

    Because Sales Hacker is a business built on content, I knew this was the right choice.

    I also knew that I would be able to stand out in an unglamorous industry by talking to customers about their content interests.

    Think about it: B2B tech sales is all about numbers and selling stuff. Very few brands are really taking the time to learn about the types of content their audiences would like to consume.

    When I was asking people if I could talk to them about their media and content interests, their response was: “So, wait, you’re actually not trying to sell me something? Sure! Let’s talk!”

    Here’s what I set out to learn:

    • Goal 1 — Find one major brand messaging insight.
    • Goal 2 — Find one major audience development insight.
    • Goal 3 — Find one major content strategy insight.
    • Goal 4 — Find one major UX / website navigation insight.
    • Goal 5 — Find one major email marketing insight.

    In short, I accomplished all of these learning goals and implemented changes based on what the audience told me.

    If you’re curious, you can check out my entire UX research process for yourself, but here are some of the key learnings:

    Based on these outcomes, I was able to determine the following:

    • Topical “buckets” to focus on — Based on the most common daily tasks, the data told us to build content on sales prospecting, building partnerships and referral programs, outbound sales, sales management, sales leadership, sales training, and sales ops.
    • Thought leadership — 62 percent of site visitors said they kept coming back purely due to thought leadership content, so we had to double down on that.
    • Content Types — Step by step guides, checklists, and templates were highly desired. This told me that fluffy BS content had to be ruthlessly eliminated at all costs.
    • Sales Hacker Podcast — 76 percent of respondents said they would listen to the Sales Hacker Podcast (if it existed), so we had to launch it!

    2) SEO site audit — Key findings

    I can’t fully break down how to do an SEO site audit step by step in this post (because it would be way too much information), but I will share the key findings and takeaways from our own Site Audit that led to some major improvements in our website performance.

    Lack of referring domain growth

    Sales Hacker was not able to acquire referring domains at the same rate as competitors. I knew this wasn’t because of a link building acquisition problem, but due to a content quality problem.

    Lack of organic keyword growth

    Sales Hacker had been publishing blog content for years (before I joined) and there wasn’t much to show for it from an organic traffic standpoint. However, I do feel the brand experienced a remarkable social media uplift by building content that was helpful and engaging. 

    Sales Hacker did happen to get lucky and rank for some non-branded keywords by accident, but the amount of content published versus the amount of traffic they were getting wasn’t making sense. 

    To me, this immediately screamed that there was an issue with on-page optimization and keyword targeting. It wasn’t anyone’s fault – this was largely due to a startup founder thinking about building a community first, and then bringing SEO into the picture later. 

    At the end of the day, Sales Hacker was only ranking for 6k keywords at an estimated organic traffic cost of $ 8.9k — which is nothing. By the time Sales Hacker got acquired, the site had an organic traffic cost of $ 122k.

    Non-optimized URLs

    This is common among startups that are just looking to get content out. This is just one example, but truth be told, there was a whole mess of non-descriptive URLs that had to get cleaned up.

    Poor internal linking structure

    The internal linking concentration was poorly distributed. Most of the equity was pointing to some of the lowest value pages on the site.

    Poor taxonomy, site structure, and navigation

    I created a mind-map of how I envisioned the new site structure and internal linking scheme. I wanted all the content pages to be organized into categories and subcategories.

    My goals with the new proposed taxonomy would accomplish the following:

    • Increase engagement from natural site visitor exploration
    • Allow users to navigate to the most important content on the site
    • Improve landing page visibility from an increase in relevant internal links pointing to them.

    Topical directories and category pages eliminated with redirects

    Topical landing pages used to exist on SalesHacker.com, but they were eliminated with 301 redirects and disallowed in robots.txt. I didn’t agree with this configuration. Example: /social-selling/

    Trailing slash vs. non-trailing slash duplicate content with canonical errors

    Multiple pages for the same exact intent. Failing to specify the canonical version.

    Branded search problems — “Sales Hacker Webinar”

    Some of the site’s most important content is not discoverable from search due to technical problems. For example, a search for “Sales Hacker Webinar” returns irrelevant results in Google because there isn’t an optimized indexable hub page for webinar content. It doesn’t get that much search volume (0–10 monthly volume according to Keyword Explorer), but still, that’s 10 potential customers you are pissing off every month by not fixing this.

    3) Homepage — Before and after

    Sooooo, this beauty right here (screenshot below) was the homepage I inherited in early 2017 when I took over the site.

    Fast forward six months later, and this was the new homepage we built after doing audience and customer research…

    New homepage goals

    • Tell people EXACTLY what Sales Hacker is and what we do.
    • Make it stupidly simple to sign up for the email list.
    • Allow visitors to easily and quickly find the content they want.
    • Add social proof.
    • Improve internal linking.

    I’m proud to say, that it all went according to plan. I’m also proud to say that as a result, organic traffic skyrocketed shortly after.

    Special Note: Major shout out to Joshua Giardino, the lead developer who worked with me on the homepage redesign. Josh is one of my closest friends and my marketing mentor. I would not be writing this case study today without him!

    There wasn’t one super measurable thing we isolated in order to prove this. We just knew intuitively that there was a positive correlation with organic traffic growth, and figured it was due to the internal linking improvements and increased average session duration from improving the UX.

    4) Updating and optimizing existing content

    Special note: We enforced “Ditch the Pitch”

    Before I get into the nitty-gritty SEO stuff, I’ll tell you right now that one of the most important things we did was blockade contributors and sponsors from linking to product pages and injecting screenshots of product features into blog articles, webinars, etc.

    Side note: One thing we also had to do was add a nofollow attribute to all outbound links within sponsored content that sent referral traffic back to partner websites (which is no longer applicable due to the acquisition).

    The #1 complaint we discovered in our audience research was that people were getting irritated with content that was “too salesy” or “too pitchy” — and rightfully so, because who wants to get pitched at all day?

    So we made it all about value. Pure education. School of hard knocks style insights. Actionable and tactical. No fluff. No nonsense. To the point.

    And that’s where things really started to take off.

    Before and after: “Best sales books”

    What you are about to see is classic SEO on-page optimization at its finest.

    This is what the post originally looked like (and it didn’t rank well for “best sales books).

    And then after…

    And the result…

    Before and after: “Sales operations”

    What we noticed here was a crappy article attempting to explain the role of sales operations.

    Here are the steps we took to rank #1 for “Sales Operations:”

    • Built a super optimized mega guide on the topic.
    • Since the old crappy article had some decent links, we figured let’s 301 redirect it to the new mega guide.
    • Promote it on social, email and normal channels.

    Here’s what the new guide on Sales Ops looks like…

    And the result…

    5) New content opportunities

    One thing I quickly realized Sales Hacker had to its advantage was topical authority. Exploiting this was going to be our secret weapon, and boy, did we do it well: 

    “Cold calling”

    We knew we could win this SERP by creating content that was super actionable and tactical with examples.

    Most of the competing articles in the SERP were definition style and theory-based, or low-value roundups from domains with high authority.

    In this case, DA doesn’t really matter. The better man wins.

    “Best sales tools”

    Because Sales Hacker is an aggregator website, we had the advantage of easily out-ranking vendor websites for best and top queries.

    Of course, it also helps when you build a super helpful mega list of tools. We included over 150+ options to choose from in the list. Whereas SERP competitors did not even come close.

    “Channel sales”

    Notice how Sales Hacker’s article is from 2017 still beats HubSpot’s 2019 version. Why? Because we probably satisfied user intent better than them.

    For this query, we figured out that users really want to know about Direct Sales vs Channel Sales, and how they intersect.

    HubSpot went for the generic, “factory style” Ultimate Guide tactic.

    Don’t get me wrong, it works very well for them (especially with their 91 DA), but here is another example where nailing the user intent wins.

    “Sales excel templates”

    This was pure lead gen gold for us. Everyone loves templates, especially sales excel templates.

    The SERP was easily winnable because the competition was so BORING in their copy. Not only did we build a better content experience, but we used numbers, lists, and power words that salespeople like to see, such as FAST and Pipeline Growth.

    Special note: We never used long intros

    The one trend you’ll notice is that all of our content gets RIGHT TO THE POINT. This is inherently obvious, but we also uncovered it during audience surveying. Salespeople don’t have time for fluff. They need to cut to the chase ASAP, get what they came for, and get back to selling. It’s really that straightforward.

    When you figure out something THAT important to your audience, (like keeping intros short and sweet), and then you continuously leverage it to your advantage, it’s really powerful.

    6) Featured Snippets

    Featured snippets became a huge part of our quest for SERP dominance. Even for SERPs where organic clicks have reduced, we didn’t mind as much because we knew we were getting the snippet and free brand exposure.

    Here are some of the best-featured snippets we got!

    Featured snippet: “Channel sales”

    Featured snippet: “Sales pipeline management”

    Featured snippet: “BANT”

    Featured snippet: “Customer success manager”

    Featured snippet: “How to manage a sales team”

    Featured snippet: “How to get past the gatekeeper”

    Featured snippet: “Sales forecast modeling”

    Featured snippet: “How to build a sales pipeline”

    7) So, why did Sales Hacker get acquired?

    At first, it seems weird. Why would a SaaS company buy a blog? It really comes down to one thing — community (and the leverage you get with it).

    Two learnings from this acquisition are:

    1. It may be worth acquiring a niche media brand in your space

    2. It may be worth starting your own niche media brand in your space

    I feel like most B2B companies (not all, but most) come across as only trying to sell a product — because most of them are. You don’t see the majority of B2B brands doing a good job on social. They don’t know how to market to emotion. They completely ignore top-funnel in many cases and, as a result, get minimal engagement with their content.

    There’s really so many areas of opportunity to exploit in B2B marketing if you know how to leverage that human emotion — it’s easy to stand out if you have a soul. Sales Hacker became that “soul” for Outreach — that voice and community.

    But one final reason why a SaaS company would buy a media brand is to get the edge over a rival competitor. Especially in a niche where two giants are battling over the top spot.

    In this case, it’s Outreach’s good old arch-nemesis, Salesloft. You see, both Outreach and Salesloft are fighting tooth and nail to win a new category called “Sales Engagement”.

    As part of the acquisition process, I prepared a deck that highlighted how beneficial it would be for Outreach to acquire Sales Hacker, purely based on the traffic advantage it would give them over Salesloft.

    Sales Hacker vs. Salesloft vs Outreach — Total organic keywords

    This chart from 2018 (data exported via SEMrush), displays that Sales Hacker is ranking for more total organic keywords than Salesloft and Outreach combined.

    Sales Hacker vs. Salesloft vs Outreach — Estimated traffic cost

    This chart from 2018 (data exported via SEMrush), displays the cost of the organic traffic compared by domain. Sales Hacker ranks for more commercial terms due to having the highest traffic cost.

    Sales Hacker vs. Salesloft vs Outreach — Rank zone distributions

    This chart from 2018 (data exported via SEMrush), displays the rank zone distribution by domain. Sales Hacker ranked for more organic keywords across all search positions.

    Sales Hacker vs. Salesloft vs Outreach — Support vs. demand keywords

    This chart from 2018 (data exported via SEMrush), displays support vs demand keywords by domain. Because Sales Hacker did not have a support portal, all its keywords were inherently demand focused.

    Meanwhile, Outreach was mostly ranking for support keywords at the time. Compared to Salesloft, they were at a massive disadvantage.

    Conclusion

    I wouldn’t be writing this right now without the help, support, and trust that I got from so many people along the way.

    • Joshua Giardino — Lead developer at Sales Hacker, my marketing mentor and older brother I never had. Couldn’t have done this without you!
    • Max Altschuler — Founder of Sales Hacker, and the man who gave me a shot at the big leagues. You built an incredible platform and I am eternally grateful to have been a part of it.
    • Scott Barker — Head of Partnerships at Sales Hacker. Thanks for being in the trenches with me! It’s a pleasure to look back on this wild ride, and wonder how we pulled this off.
    • Alina Benny — My marketing protege. Super proud of your growth! You came into Sales Hacker with no fear and seized the opportunity.
    • Mike King — Founder of iPullRank, and the man who gave me my very first shot in SEO. Thanks for taking a chance on an unproven kid from the Bronx who was always late to work.
    • Yaniv Masjedi — Our phenomenal CMO at Nextiva. Thank you for always believing in me and encouraging me to flex my thought leadership muscle. Your support has enabled me to truly become a high-impact growth marketer.

    Thanks for reading — tell me what you think below in the comments!

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    We Built the Data Platform For AI To Enable Safe Self-Driving Cars, Says Scale AI CEO

    “What we’ve done at Scale is built the data platform for AI,” says Scale AI’s 22-year-old CEO, Alexandr Wang. “AI is really built on top of data and these algorithms require billions and billions of examples of labeled data to be able to perform in a safe or reliable way. What we’ve done is built a platform that allows these companies to get the data they need to be able to build these algorithms in a safe and reliable way. Then they use the data to build their self-driving cars.”

    Alexandr Wang, Scale AI co-founder and CEO, discusses how his company has built the data platform for AI that enables safe and reliable autonomous vehicles. Wang was interviewed on Bloomberg Technology.

    We Built the Data Platform For AI To Enable Safe Autonomous Vehicles

    What we’ve done at Scale is built the data platform for AI. AI is really built on top of data and these algorithms require billions and billions of examples of labeled data to be able to perform in a safe or reliable way. What we’ve done is built a platform that allows these companies to get the data they need to be able to build these algorithms in a safe and reliable way. Then they use the data to build their self-driving cars. I think it’s very exciting that all these companies have really incredible technology and it’s getting better and better every single year. We’re really getting closer and closer to solving the problem. 

    One of the big problems in machine learning is perception, being able to fully understand the environment around you using machine learning. So we process a lot of image data, LIDAR data, radar data, map data, etc. for some of these companies. Then for other companies, we process tax data or tabular data or speech data. The work we do is critical to building safe autonomous vehicles, for example, because without the data that we’re able to provide to these companies they actually wouldn’t even be able to build algorithms that could perform in any manner that is safe and reliable. 

    AI Is Really About Augmenting Humans With Technology

    AI is really about augmenting humans with technology and making them more effective and more efficient using technology. In particular, I think for a lot of the problems that we work on where AI plays a really critical role in self-driving or medical imagery, etc., you really want to make sure that humans are a part of the process to ensure that these systems are performing very safely and reliably. 

    One view that we really take in is, how do we solve this in the most tech-enabled way as possible? How do we use as much machine learning and technology on our side to make the process as efficient and high quality as possible? That’s a very differentiated view actually. Many of these other efforts are much more human-powered than technology powered.

    You Don’t Need a Degree To Be Able To Accomplish Your Goals

    I was really lucky I grew up in Los Alamos, New Mexico, but after high school, I was lucky to be able to come out here to the Valley to work as a software engineer. That really exposed me to a lot of these problems where AI and machine learning are really core. I went back to school for a year and then after that year at school, I dropped out and started this company.

    I think if you know what you want to do, more and more these days, you don’t need a degree to be able to accomplish what you need to do. I think people care a lot more about what can you accomplish and what are your skills.

    We Built the Data Platform For AI To Enable Safe Self-Driving Cars, Says Scale AI CEO Alexandr Wang

    The post We Built the Data Platform For AI To Enable Safe Self-Driving Cars, Says Scale AI CEO appeared first on WebProNews.


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