Rachel Burns
speaker
138 appearances
1 recordings
1 series
first heard Aug 2024
last heard Aug 2024
Rachel Burns’s voice in public audio — every appearance, attributed to the second.
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Appearances
And then working backwards to figure out what kind of content those folks are looking for.
Because there's a lot of low hanging fruit.
I think less so now with AI overviews and there's fewer kind of
Gimmies within topics you can write about, but I think for a long time you could say, okay, I see this keyword that's tangentially related to our product or to our audience, and it has high keyword volume and low competition.
And so we're just gonna go for it because it's kind of related.
But if the people who are looking for that, if the people who the search intent matches for that are not
good candidates for what you're offering further down the funnel.
Maybe you get some brand awareness and maybe they mention you to someone who's a better fit, but there's not really that direct line from search intent to MQLs or to signups.
So I think just being really strategic about that working backwards from who's our ICP, who are we trying to get here to sign up.
And then what are they looking for rather than the other way around?
Yeah, so at Calendly, we have a really wonderful solutions marketing team who spend a lot of time really identifying who our ICPs are and what their pain points are and what they're talking about, what language they're using.
Um, voice of customer is really huge for us.
And so I'm very fortunate to be able to pull from the work and the research and the interviews that they do.
to really get that first hand information about what customers are talking about.
Also, I think the classics of you know going to Reddit, going to LinkedIn and seeing what people are talking about.
It's, I feel like, very classic SEO advice for a reason.
You know, if you have, for example, a subset of our audience is sales professionals who need to schedule sales meetings.
And a type of sales meeting that can be tricky to get on the books based on our primary research.
is sales demos.
And so how are sales pros talking about
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