Omniscient Digital Increases Share of Voice from Zero to 45.6% to Drive Podcast Downloads

About Omniscient Digital & The Long Game podcast

Omniscient Digital is simply a premium contented selling & SEO bureau helping B2B clients physique a moat done contented marketing. To marketplace themselves, 1 inaugural they’ve heavy invested successful is media, and successful particular, podcasting. 

Their podcast, The Long Game, features in-depth longform interviews with experts successful the tract - radical specified arsenic Rand Fishkin, Kaleigh Moore, and Ross Simmonds. They besides nutrient a bid called “Kitchen Side,” wherever the 3 co-founders of the bureau amusement the assemblage the “kitchen side” of the concern - the debates, brainstorms, and conversations they person down closed doors. 

Challenge: large content, zero visibility 

Alex here, co-founder of Omniscient Digital.

I’m passionate astir our podcast. It allows america not lone to conscionable absorbing people, but besides to unfastened them up to our assemblage and let them to stock their hard-fought wisdom.

I deliberation we’re beauteous bully astatine doing that, too. The feedback we get from guests often sounds similar this:

“This was hands down the astir amusive I’ve had connected a podcast.”

This translates to a lively, interesting, and acquisition show. We’ve hosted large guests similar Rand Fishkin, Kaleigh Moore, and Ross Simmonds. The contented is awesome. 

Here’s the problem, though: it’s hard to turn a podcast. It’s peculiarly hard to bash truthful erstwhile you don’t person a ample selling fund oregon a built-in assemblage similar ample brands have.

We’ve tried a batch of things:

• Getting bigger guests connected the amusement and nudging them to beforehand to their audience. 
• Running giveaways to effort to incentivize reviews. 
• Repurposing to YouTube, our blog, and social. 

All of it is marginally effective, and we were increasing month-over-month. 

But a fewer months ago, I had a thought: we’re a contented agency. Why don’t we usage immoderate of our ain strategies and tactics we usage with our clients to turn our ain podcast?

Of the galore strategies we could person chosen, I decided the “Surround Sound SEO Strategy” would beryllium the cleanable approach. 

Solution: Surround Sound SEO Strategy outreach and partnerships

First, a speedy instauration to the Surround Sound SEO Strategy. 

When you privation to work a caller publication oregon ticker a caller TV show, what bash you do?

If you’re similar me, you inquire your friends (or Twitter) what they’ve been watching oregon reading.

Imagine if, upon asking for recommendations, 1 person says, “I conscionable work Three Body Problem, and it was incredible.” 

Just 1 proposal puts the publication connected your radar, but it doesn’t needfully compel you to spell retired and bargain it.

Now ideate everyone successful that radical says, “Three Body Problem!” 

You’re astir surely going to extremity up speechmaking that book.

Repeated affirmative vulnerability leads to accrued propensity to purchase. 

This works shockingly good successful software, ecommerce, and different areas online arsenic well. We conscionable usage Google (or Twitter) alternatively of a radical of friends. In the online case, it looks similar idiosyncratic searching Google for the “best contented selling podcasts”

Or simply: “content selling podcast”

While the measurement connected these keywords isn’t tremendous, it is incredibly precocious intent. Searching these phrases is fundamentally idiosyncratic straight asking for a podcast recommendation, and if you don’t travel up astatine each successful these SERPs, you’re functionally not successful the speech oregon consideration.

Our extremity became to monopolize the hunt results pages for these keywords. On each azygous nonfiction astir the “best contented selling podcasts,” we wanted to get mentioned, preferably successful the archetypal presumption connected the list.

That way, erstwhile idiosyncratic searches for 1 of these phrases, it would beryllium the online equivalent of everyone astatine the cocktail enactment recommending The Long Game podcast erstwhile asked, “what podcast should I cheque out?” 

Step 1: Audit Existing SERPs 

With the assistance of Semrush’s Surround Sound tool, we logged a fewer keywords (“best contented selling podcasts” and “content selling podcast”) and had a look astatine the existing hunt results pages.

I don’t person a screenshot of the information from the clip earlier we started the campaign, but effectively, we weren’t listed connected a azygous leafage that ranked for these keywords. We had 0% sum erstwhile we started out. 

We were wholly absent from the conversation. 

The bully quality was that determination was obscurity to spell but up successful presumption of visibility. 

Step 2. Find Opportunities for High-Impact Mentions

While accepted SEO focuses connected ranking your ain tract for your keywords, Surround Sound SEO helps you instrumentality vantage of pages that already rank. You’ll beryllium looking for articles like, “12 Podcasts for Marketers,” fundamentally database articles wherever the steadfast whitethorn beryllium consenting to notation you. That way, your sum successful the SERPS goes acold beyond what you could seizure with your domain alone.

Here, I’ve acceptable up a demo run successful Surround Sound to amusement wherever competitors of “My podcast” are mentioned but “My podcast” is not. These pages are premier candidates for gaining caller mentions.

By targeting apical pages similar this, you tin spot present that we’ve already accrued our visibility substantially:

While we don’t person “competitors,” per se, I recovered it adjuvant to adhd successful Siege Media’s “Content and Conversation” podcast. Their podcast is somewhat akin to ours. So this way, I could spot wherever they were appearing that we weren’t, and commencement doing outreach to get connected those lists. 

Step 3: Find interaction accusation and prioritize outreach

After auditing the SERPs for our keywords, “content selling podcast” and “best contented selling podcast,” we identified the opportunities for placement and got to work. 

Generally, determination are 2 strategies to summation your SERP coverage:

• Get added to existing content
• Create your caller content

To get added connected existing content, you archetypal request to find the contacts astatine each company, which is comparatively casual to bash with LinkedIn and a fewer different escaped oregon inexpensive tools. 

Let’s locomotion done the 99signals article for example. 

Ideally, you privation to find the idiosyncratic successful complaint of the blog. Sometimes the byline is simply a freelance writer oregon impermanent writer who doesn’t really person the authorization to alteration their post. In this case, I tin intelligibly spot the byline sanction is the aforesaid arsenic the sanction of the website proprietor (listed connected the close manus broadside bar), truthful present I conscionable person to find Sandeep’s interaction info.

The champion mode to find email addresses is to usage LinkedIn and an email prospecting instrumentality similar Hunter oregon ContactOut.

Often, you tin besides conscionable conjecture email formulas, specified arsenic [email protected]. 

In this case, I did not already cognize Sandeep, but I reached retired and offered him a spot connected our podcast, which helium accepted. And helium was blessed to adhd america to his article!

Like I mentioned, sometimes the writer of the portion isn’t successful complaint of the blog. This is the lawsuit with a Coschedule post that ranks:

When this is the case, I hunt LinkedIn for those that enactment astatine the institution and person “marketing” successful their title. I’m sportfishing for thing similar “head of marketing” oregon “content selling manager.” 

All of this past gets compiled onto a database with interaction info, title, and LinkedIn profile. 

A ample portion of the conflict is conscionable uncovering the close idiosyncratic to scope retired to.

Step 3.5: Create Your Own Content

As for creating caller content, you tin bash 1 of 2 things:

1. Publish connected your ain blog
2. Partner with others and people connected their blogs

If you person a precocious authorization website, publishing a listicle connected your ain blog is evident and debased hanging fruit. If you person friends who privation escaped content, getting published connected their blogs is simply a large mode to look connected the SERPs for your keywords. 

We did both. 

The archetypal happening we did was make our ain content. I wrote a blog station connected Omniscient’s blog titled “The 8 Best Content Marketing Podcasts successful 2021” and it present ranks connected leafage 1 for our keywords:

I besides person my idiosyncratic blog, truthful I wrote a akin database there, “The 14 Best Content Marketing Podcasts successful 2022.” Oh yeah, I skyscrapered my ain blog post:

If you tin constitute good and person the website authorization to propulsion this off, penning your ain listicle is simply a large mode to interruption onto the SERPs. You besides get each the click and conversion information for yourself. As I’ll notation later, it’s besides a large leverage method to negociate with different existing pages.

But arsenic it stands, penning 2 posts of our ain took america from 0% sum to 10% sum (looking astatine the apical 20 results).

Step 4: Conduct Email Outreach and Establish Partnerships

Next up, it’s clip to play relationship executive. We’re fundamentally doing income astatine this point, but the “sale” present is getting idiosyncratic to adhd you to their listicle.

If you person a SERP dominated by reappraisal sites similar Capterra and G2, this attack volition beryllium antithetic arsenic you’ll person to play by their rules (either paying to look oregon getting capable reviews to beryllium listed prominently).

For bloggers, affiliates, and publications, however, we tin negociate a presumption if we person capable of an inducement for them to bash so. To usher my outreach, I travel the BJ Fogg behavioral model:

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Essentially, to make behaviour alteration (i.e. adding america to their listicle), we tin bash 2 things:

• Increase motivation
• Decrease friction

To summation motivation, we adhd a fewer incentives for them:

• If they person a podcast, we tin adhd it to our database successful speech for a placement connected theirs
• If they’re moving successful content, we tin see them connected our podcast oregon virtual lawsuit series

More generally, we tin connection an open-ended “content partnership” that could see impermanent station swaps, societal promotion, oregon different comarketing efforts. 

To alteration friction, we connection to constitute a blurb for them truthful they don’t person to walk an hr penning thing astir our podcast. 

I’ll amusement a fewer illustration outreach emails I sent.

This 1 was sent to a institution that offers podcast services, truthful we offered to nonstop leads and spouse with them connected their work (since we get requests similar this each truthful often):

This 1 was sent to a precocious postulation blog with a laminitis who has been connected galore podcasts, truthful we offered a podcast spot:

And sometimes, I similar to conscionable nonstop a blunt, consecutive to the constituent email (and this really works truly good successful a satellite filled with selling fluff):

Step 5: Turn up the Volume connected Your Surround Sound SEO Strategy

As you commencement to nonstop emails, you’ll get a consciousness for what works and what doesn’t.

You besides commencement to get a snowball effect arsenic you commencement your strategy. 

The archetypal notation is the hardest. The 2nd is simply a small spot easier. Eventually, you’ll beryllium mentioned successful truthful galore places that each caller listicles written connected the taxable volition notation you naturally, due to the fact that writers volition probe the existing contented that ranks for the keyword. 

So wherever bash we basal today? We’re astatine 45.6% for our main keyword, “best contented selling podcasts” and 28.4% for “content selling podcast.” There are immoderate similarities successful the 2 SERPs, of course. 

We’ve besides got 2 placements successful the works, truthful we’ll soon walk 50% and then, eventually, anticipation to deed 100% visibility. 

Scaling to different business-critical keywords. 

One happening that helps with scaling the situation dependable strategy is creating assets that springiness you leverage. For us, that means penning blog station roundups and listicles that diagnostic bundle products, podcasts, books, and courses successful our niche. 

If we person these assets, we tin connection placements connected these lists successful speech for a communal placement connected their list. 

For example, we person a database of contented selling courses we utilized arsenic leverage (offering Siege Media a spot connected the list):

This usage of contented selling - that of penning for leverage and partnerships, not conscionable for nonstop conversions - is underrated. It opens up the pathway to opportunities and partnerships that are different hard to access. 

The different happening that helps you standard is tracking, auditing, and analytics. We bash each of this successful Semrush’s Surround Sound tool, which allows america to way competitors and hundreds of keywords. 

For example, 1 of the adjacent sets of keywords we’ll spell for (which volition person nonstop gross attribution, dissimilar our podcast) volition beryllium astir “content selling agency” keywords:

We’re evidently precise debased visibility here:

But with this tool, it’s present casual for america to scope retired concern opportunities, and with our situation dependable playbook we volition get monolithic sum present arsenic well. 

The Results: 45.6% sum and continuing to grow

Summing up, successful conscionable 3 months of dedicated effort (at 3 to 5 hrs/week), we managed to:

• Increase our hunt visibility for our halfway keyword from 0% to 45.6%
• Build ongoing contented partnerships with respective tract owners to constitute caller impermanent posts for their blogs
• Get 3 large caller podcast guests to interview

We besides accrued our podcast downloads month-over-month, but retired of intelligence integrity, I can’t accidental however overmuch of that was owed specifically to the situation dependable strategy (many confounding factors are astatine play). But we cognize present we’re successful the speech erstwhile radical are searching for “best contented selling podcasts.” 

The situation dependable strategy is simply a viable strategy for anyone hoping to summation their stock of dependable for hunt keywords. In executing this strategy for our podcast, we did the following:
 

• Found precocious intent keywords related to “content selling podcasts” utilizing Semrush
• Identified placement opportunities for these keywords utilizing the Surround Sound tool
• Created our ain listicles for these keywords to statesman ranking and appearing successful SERPs
• Conducted email outreach to get listed connected different publications

While your keywords and methods whitethorn beryllium different, astatine bosom this strategy is applicable to astir companies and industries. Will you effort it for your business?