Caitlin Hartney on Product-Led Content and B2B Strategy

07/03/24 • 50 min

Join Nate Matherson as he sits down with Caitlin Hartney for the fifty-seventh episode of the Optimize podcast. Caitlin is the Director of Strategy at Block Club, an agency specializing in brand and content strategy for B2B tech companies. Caitlin has over 15 years of experience in content marketing, starting with an AMLA 250 corporate law firm, and has worked with notable brands like Plaid and Argyle. In our episode today, Nate and Caitlin explore topics like product-led content, B2B content strategies, and the recent Google algorithm leak. Caitlin emphasizes the importance of thinking like a journalist to create engaging and valuable content that resonates with the audience. Listen to hear why she suggests focusing on building a strong brand presence and creating high-quality, authoritative content. In this week’s deep dive, Caitlin shares her approach to developing effective B2B content strategies, including balancing promotional content with value-driven narratives. Rounding out the episode, Caitlin and Nate discuss the implications of the recent Google leak and how it affects SEO strategies moving forward. Closing the episode is our popular lightning round of questions!

Learn More About Caitlin Hartney:
Caitlin Hartney is the Director of Strategy at Block Club.

LinkedIn: https://www.linkedin.com/in/caitlinhartney/
Block Club: https://blockclub.co/

Learn More About Caitlin Hartney:
Caitlin Hartney is the Director of Strategy at Block Club.

LinkedIn: https://www.linkedin.com/in/caitlinhartney/
Block Club: https://blockclub.co/

Previous Episode

Samantha North on Showcasing Expertise, Brand Universe, and SEO

Join Nate Matherson as he sits down with Samantha North for the fifty-sixth episode of the Optimize podcast. Samantha North is a content strategist and SEO coach with a diverse background, having grown blogs to over 100,000 monthly visitors and driven significant conversions. In our episode today, Nate and Samantha explore the changing search landscape, including the recent Google leak, AI overviews, protecting your website's traffic, and what Samantha calls the "Brand Universe." Samantha also shares insights on why she recommends incorporating personal experience into content to enhance authenticity and user trust. Listen to hear why she suggests focusing on topical authority and creating unique content based on personal experiences. In this week’s deep dive, listen to Samantha share everything you need to know about navigating the challenges posed by Google's helpful content update and adapting your SEO strategies accordingly. Samantha gets tactical, discussing methods to enhance your content's E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) and how to effectively use AI tools to support content creation without compromising quality. Rounding out the episode, Samantha and Nate cover topics like the importance of backlinks, effective content repurposing strategies, and the future of SEO in the age of AI. Closing the episode is our popular lightning round of questions!

Learn More About Samantha North:

Samantha North is a content strategist and SEO coach with a diverse background spanning journalism, computational social science, and counter-disinformation. With experience in growing blogs to over 100K monthly visitors and driving lucrative conversions, Samantha is passionate about helping experts build authoritative online brands through intelligent use of AI tools and SEO. Her expertise has been featured in major publications such as the Financial Times and Business Insider, and she has delivered training for the UK military and a talk at TEDx MidAtlantic.

LinkedIn: https://www.linkedin.com/in/northsamantha/?originalSubdomain=uk

Next Episode

Erik Dietrich on Developer Content Strategy & SEO

Join Nate Matherson as he sits down with Erik Dietrich for the fifty-eighth episode of the Optimize podcast. Erik Dietrich is the CEO of Hit Subscribe, a marketing services business, and the author of the upcoming book "SEO for Non-Scumbags". In our episode today, Nate and Erik explore content marketing and SEO tactics, particularly for companies in highly technical spaces. Erik shares his journey from software engineering to management consulting and eventually to founding Hit Subscribe. He also discusses his new book and some of his key learnings about ethical SEO practices. Erik emphasizes the randomness in search engine performance and how he explains this to clients, using the metaphor of a casino to illustrate the unpredictability. He stresses the importance of creating content that answers users' questions effectively and ensuring the website offers a good user experience. In this week’s deep dive, listen to Erik share everything you need to know about effective content marketing strategies in 2024. Erik gets tactical, sharing multiple case studies on how to improve search rankings and the role of backlinks. Rounding out the episode, Erik and Nate cover topics like the future of backlinks, the importance of user experience in SEO, and strategies for finding content writers for technical topics. Closing the episode is our popular lightning round of questions!

Learn More About Erik Dietrich:

Erik Dietrich is the CEO of Hit Subscribe, a marketing services agency with a specialty in content marketing and SEO for companies with technical products. Erik is also the author of a new and upcoming book, SEO for Non-Scumbags.

LinkedIn: https://www.linkedin.com/in/erik-dietrich-109a888/

Hit Subscribe: https://www.hitsubscribe.com