Zero-Volume Keywords Are a SHAM | JH Scherck (Growth Plays)
JH Scherck is a growth consultant known for his expertise in developing effective content strategies for SaaS companies.
He previously worked for companies like WP Engine and Docsend before striking out on his own with his SEO and content strategy agency, Growth Plays.
JH is a wealth of knowledge about B2B marketing strategies, audience development, and SEO. Check out the full podcast to learn more about:
(00:00) Introduction
(01:47) Early career mistakes
(11:34) Why targeting zero-volume keywords makes zero sense
(15:54) How to market a product with no search demand
(20:08) Owned vs earned media
(26:46) Brand vs personal brand for social media
(37:25) What is a community and how do you build one?
(42:58) Why should you attend industry events?
(51:07) Facilitating connections at events
(55:39) When is marketing attribution useful?
(01:11:31) Why AI will encourage uniqueness in marketing
Where to find JH:
LinkedIn: / jhtscherck
X: https://x.com/JHTScherck
Website: https://growthplays.com/
Where to find Tim:
LinkedIn: / timsoulo
X: https://x.com/timsoulo
Website: https://www.timsoulo.com/
Referenced:
Docsend: https://www.docsend.com/
WP Engine: https://wpengine.com/
Salesforce:
Marc Benioff: https://x.com/benioff
Drift: https://www.drift.com/
Dave Gerhardt: / davegerhardt
Alex Poulos: / poulos
MozCon: https://moz.com/mozcon
Rand Fishkin: / randfishkin
Sparktoro article (Provable Marketing Attribution Is a Boondoggle): https://sparktoro.com/blog/provable-m...
Orbit: https://orbit.love/
Orbit model of community: https://orbit.love/model
Olivier Pomel (CEO of DataDog): / olivierpomel
Mattermark: https://mattermark.com/
Danielle Morill: / daniellemorrill
Patrick Stox: / patrickstox
https://x.com/patrickstox
Joshua Hardwick: https://x.com/JoshuaCHardwick
Ryan Law: / thinkingslow
https://x.com/thinking_slow
Jason Cohen (WP Engine): https://x.com/asmartbear
Ross Hudgens: / rosshudgens
Wil Reynolds: / wilreynolds
Hubspot: https://www.hubspot.com/
PubCon: https://www.pubcon.com/
Dmitry Gerasymenko: https://x.com/botsbreeder
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Ahrefs Podcast
Host: Tim Soulo
Podcast Producer & Intro Storyboard: Michelle Lindner
Video Lead: George Dolgikh
Intro Video Animations: Nikita Sych