[500DISTRO] Catalyzing with Content: What B2Cs Should Be Doing in the First 6 Months
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The document discusses lessons learned from launching and growing the website Coursereport.com, which provides ratings and reviews of coding bootcamps. It describes two main mistakes made: (1) creating duplicative pages that confused Google, and (2) not adding unique content to filter pages. It then outlines successful content strategies like interviews, which produced backlinks and traffic. The key learnings are to focus on static pages first, find fast but high-quality content, and invest in long-form content for links while having a clear purpose.
[500DISTRO] Catalyzing with Content: What B2Cs Should Be Doing in the First 6 Months
- 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