AMP 252: How to Take the Guesswork Out of Marketing With Skyler Reeves From Ardent Growth

Actionable Marketing Podcast

It’s smart to organize content when you have a core piece of pillar content linked to several smaller pieces covering sub-topics around your main topic. Also, it’s about knowing what to include in a topic cluster and how to organize information within a hub-and-spoke content model.

Today’s guest is Skyler Reeves from Ardent Growth, a content intelligence consultancy. Building out topic clusters can be expensive, especially when mistakes are made. How much time and resources does it take to produce multiple pieces to make something like the hub-and-spoke model work the first time around?

Some of the highlights of the show include:

• How to use content intelligence to create better topic clusters
• Content Intelligence: Intersection between content strategy, business intelligence
• Marketers should care about topic modeling when building topic clusters
• Tedious Topic Process: Takes time if marketers don’t start with parent keywords
• Content Value: Where should marketers prioritize things to get the most value?
• Budget: Two ways to do things—do them right or do them again
• Data and Decisions: Go with gut feeling and/or accurate data to make decisions
• Current Constraints: Does business need more awareness? Sales material?
• Tools: There’s things they can't do that you want them to do, so create your own
• Conversion Data: Where it is going to take a minimal amount of effort to get ROI
• Problems: Avoid wasting time, energy, and budget by creating a bunch of content

Links:

• Skyler Reeves on LinkedIn
• Skyler Reeves on Twitter
• Ardent Growth
• Traffic Think Tank - Slack Community
• Superpath by Jimmy Daly from Animalz
• HubSpot
• Ahrefs
• ActiveCampaign
• QuickBooks
• Xero
• Keyword Insights
• SE Ranking
• Semrush
• Moz
• Keyword Cupid
• Mailchimp
• Constant Contact
• Ben Sailer on LinkedIn
• CoSchedule

Quotes from Skyler Reeves:

“Something we're constantly trying to do is figure out ways to simplify things for everyone with the way they do their work, so they can get it done faster and more accurately.”

“We want to know about the content before we actually go to make those decisions. You can think of it as a precursor or an overarching theme to content strategy and content marketing.”

“How do you know what the perfect hub is? How do you know when something needs to be part of hub A or part of hub B, especially when you're trying to rank these things on search engines?”

“One of the easiest, quick ways to solve cannibalization without having to rely on your gut - just go look at what Google's telling you.”