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

About Omniscient Digital & The Lengthy Sport podcast

Omniscient Digital is a premium content material advertising and marketing & search engine optimisation company serving to B2B shoppers construct a moat via content material advertising and marketing. To market themselves, one initiative they’ve closely invested in is media, and particularly, podcasting. 

Their podcast, The Lengthy Sport, options in-depth longform interviews with consultants within the discipline – individuals corresponding to Rand Fishkin, Kaleigh Moore, and Ross Simmonds. In addition they produce a sequence known as “Kitchen Facet,” the place the three co-founders of the company present the viewers the “kitchen facet” of the enterprise – the debates, brainstorms, and conversations they’ve behind closed doorways. 

Problem: nice content material, zero visibility 

Alex right here, co-founder of Omniscient Digital.

I’m captivated with our podcast. It permits us not solely to satisfy attention-grabbing individuals, but in addition to open them as much as our viewers and permit them to share their hard-fought knowledge.

I feel we’re fairly good at doing that, too. The suggestions we get from company usually appears like this:

“This was fingers down essentially the most enjoyable I’ve had on a podcast.”

This interprets to a energetic, attention-grabbing, and academic present. We’ve hosted nice company like Rand Fishkin, Kaleigh Moore, and Ross Simmonds. The content material is superior. 


Right here’s the issue, although: it’s arduous to develop a podcast. It’s significantly arduous to take action if you don’t have a big advertising and marketing price range or a built-in viewers like massive manufacturers have.

We’ve tried loads of issues:

  • Getting greater company on the present and nudging them to advertise to their viewers. 
  • Operating giveaways to attempt to incentivize evaluations. 
  • Repurposing to YouTube, our weblog, and social. 

All of it’s marginally efficient, and we had been rising month-over-month. 

However a number of months in the past, I had a thought: we’re a content material company. Why don’t we use a few of our personal methods and ways we use with our shoppers to develop our personal podcast?

Of the various methods we may have chosen, I made a decision the “Encompass Sound search engine optimisation Technique” could be the right strategy. 

Resolution: Encompass Sound search engine optimisation Technique outreach and partnerships

First, a fast introduction to the Encompass Sound search engine optimisation Technique

While you need to learn a brand new e-book or watch a brand new TV present, what do you do?

When you’re like me, you ask your pals (or Twitter) what they’ve been watching or studying.

Think about if, upon asking for suggestions, one pal says, “I simply learn Three Physique Drawback, and it was unimaginable.” 

Only one advice places the e-book in your radar, nevertheless it doesn’t essentially compel you to exit and purchase it.

Now think about everybody in that group says, “Three Physique Drawback!” 

You’re nearly actually going to finish up studying that e-book.

Repeated optimistic publicity results in elevated propensity to buy. 

This works shockingly nicely in software program, ecommerce, and different areas on-line as nicely. We simply use Google (or Twitter) as a substitute of a bunch of pals. Within the on-line case, it appears like somebody looking out Google for the “finest content material advertising and marketing podcasts”


Or just: “content material advertising and marketing podcast”


Whereas the amount on these key phrases isn’t super, it’s extremely excessive intent. Looking these phrases is basically anyone straight asking for a podcast advice, and in the event you don’t come up in any respect in these SERPs, you’re functionally not within the dialog or consideration.

Our objective turned to monopolize the search outcomes pages for these key phrases. On each single article concerning the “finest content material advertising and marketing podcasts,” we wished to get talked about, ideally within the first place on the record.

That approach, when somebody searches for one among these phrases, it might be the web equal of everybody on the cocktail social gathering recommending The Lengthy Sport podcast when requested, “what podcast ought to I try?” 

Step 1: Audit Present SERPs 

With the assistance of Semrush’s Encompass Sound device, we logged a number of key phrases (“finest content material advertising and marketing podcasts” and “content material advertising and marketing podcast”) and had a take a look at the present search outcomes pages.

I don’t have a screenshot of the information from the time earlier than we began the marketing campaign, however successfully, we weren’t listed on a single web page that ranked for these key phrases. We had 0% protection once we began out. 

We had been fully absent from the dialog. 

The excellent news was that there was nowhere to go however up by way of visibility. 

Step 2. Discover Alternatives for Excessive-Impression Mentions

Whereas conventional search engine optimisation focuses on rating your individual web site in your key phrases, Encompass Sound search engine optimisation helps you benefit from pages that already rank. You’ll be in search of articles like, “12 Podcasts for Entrepreneurs,” basically record articles the place the writer could also be prepared to say you. That approach, your protection within the SERPS goes far past what you might seize together with your area alone.

Right here, I’ve arrange a demo marketing campaign in Encompass Sound to point out the place rivals of “My podcast” are talked about however “My podcast” just isn’t. These pages are prime candidates for gaining new mentions.


By concentrating on prime pages like this, you’ll be able to see now that we’ve already elevated our visibility considerably:


Whereas we don’t have “rivals,” per se, I discovered it useful so as to add in Siege Media’s “Content material and Dialog” podcast. Their podcast is considerably much like ours. So this manner, I may see the place they had been showing that we weren’t, and begin doing outreach to get on these lists. 


Step 3: Discover contact info and prioritize outreach

After auditing the SERPs for our key phrases, “content material advertising and marketing podcast” and “finest content material advertising and marketing podcast,” we recognized the alternatives for placement and set to work. 

Usually, there are two methods to extend your SERP protection:

  • Get added to current content material
  • Create your new content material

To get added on current content material, you first want to search out the contacts at every firm, which is comparatively straightforward to do with LinkedIn and some different free or low-cost instruments. 

Let’s stroll via the 99signals article for instance. 


Ideally, you need to discover the particular person answerable for the weblog. Generally the byline is a contract author or visitor author who doesn’t even have the authority to alter their submit. On this case, I can clearly see the byline identify is identical because the identify of the web site proprietor (listed on the proper hand facet bar), so now I simply have to search out Sandeep’s contact information.

One of the best ways to search out e mail addresses is to make use of LinkedIn and an e mail prospecting device like Hunter or ContactOut.

Usually, you too can simply guess e mail formulation, corresponding to

On this case, I didn’t already know Sandeep, however I reached out and provided him a spot on our podcast, which he accepted. And he was completely satisfied so as to add us to his article!

Like I discussed, generally the writer of the piece isn’t answerable for the weblog. That is the case with a Coschedule submit that ranks:


When that is the case, I search LinkedIn for people who work on the firm and have “advertising and marketing” of their title. I’m fishing for one thing like “head of promoting” or “content material advertising and marketing supervisor.” 


All of this then will get compiled onto an inventory with contact information, title, and LinkedIn profile. 

A big a part of the battle is simply discovering the proper particular person to succeed in out to.

Step 3.5: Create Your Personal Content material

As for creating new content material, you are able to do one among two issues:

  1. Publish by yourself weblog
  2. Accomplice with others and publish on their blogs

If in case you have a excessive authority web site, publishing a listicle by yourself weblog is clear and low hanging fruit. If in case you have pals who need free content material, getting revealed on their blogs is an effective way to seem on the SERPs in your key phrases. 

We did each. 

The very first thing we did was create our personal content material. I wrote a weblog submit on Omniscient’s weblog titled “The 8 Finest Content material Advertising Podcasts in 2021” and it now ranks on web page one for our key phrases:


I even have my private weblog, so I wrote an identical record there, “The 14 Finest Content material Advertising Podcasts in 2022.” Oh yeah, I skyscrapered my very own weblog submit:


When you can write nicely and have the web site authority to drag this off, writing your individual listicle is an effective way to interrupt onto the SERPs. You additionally get all the clicking and conversion information for your self. As I’ll point out later, it’s additionally an ideal leverage method to barter with different current pages.


However because it stands, writing two posts of our personal took us from 0% protection to 10% protection (wanting on the prime 20 outcomes).

Step 4: Conduct Electronic mail Outreach and Set up Partnerships

Subsequent up, it’s time to play account govt. We’re mainly doing gross sales at this level, however the “sale” right here is getting somebody so as to add you to their listicle.

If in case you have a SERP dominated by assessment websites like Capterra and G2, this strategy shall be completely different as you’ll need to play by their guidelines (both paying to seem or getting sufficient evaluations to be listed prominently).

For bloggers, associates, and publications, nonetheless, we will negotiate a place if we have now sufficient of an incentive for them to take action. To information my outreach, I observe the BJ Fogg behavioral mannequin:


Picture Supply

Primarily, to create conduct change (i.e. including us to their listicle), we will do two issues:

  • Improve motivation
  • Lower friction

To extend motivation, we add a number of incentives for them:

  • If they’ve a podcast, we will add it to our record in change for a placement on theirs
  • In the event that they’re working in content material, we will embrace them on our podcast or digital occasion sequence

Extra usually, we will provide an open-ended “content material partnership” that might embrace visitor submit swaps, social promotion, or different comarketing efforts. 

To lower friction, we provide to write down a blurb for them in order that they don’t need to spend an hour writing one thing about our podcast. 

I’ll present a number of instance outreach emails I despatched.

This one was despatched to an organization that provides podcast companies, so we provided to ship leads and accomplice with them on their service (since we get requests like this now and again):


This one was despatched to a excessive visitors weblog with a founder who has been on many podcasts, so we provided a podcast spot:


And generally, I like to simply ship a blunt, straight to the purpose e mail (and this truly works rather well in a world stuffed with advertising and marketing fluff):


Step 5: Flip up the Quantity on Your Encompass Sound search engine optimisation Technique

As you begin to ship emails, you’ll get a really feel for what works and what doesn’t.

You additionally begin to get a snowball impact as you begin your technique. 

The primary point out is the toughest. The second is a bit bit simpler. Finally, you’ll be talked about in so many locations that each one new listicles written on the topic will point out you naturally, as a result of writers will analysis the present content material that ranks for the key phrase. 

So the place can we stand at this time? We’re at 45.6% for our primary key phrase, “finest content material advertising and marketing podcasts” and 28.4% for “content material advertising and marketing podcast.” There are some similarities within the two SERPs, in fact. 


We’ve additionally received two placements within the works, so we’ll quickly go 50% after which, finally, hope to hit 100% visibility. 

What’s Subsequent for Our Share of Voice Quest?

Scaling to different business-critical key phrases. 

One factor that helps with scaling the encompass sound technique is creating property that provide you with leverage. For us, which means writing weblog submit roundups and listicles that function software program merchandise, podcasts, books, and programs in our area of interest. 

If we have now these property, we will provide placements on these lists in change for a mutual placement on their record. 

For instance, we have now an inventory of content material advertising and marketing programs we used as leverage (providing Siege Media a spot on the record):


This use of content material advertising and marketing – that of writing for leverage and partnerships, not only for direct conversions – is underrated. It opens up the pathway to alternatives and partnerships which might be in any other case arduous to entry. 

The opposite factor that helps you scale is monitoring, auditing, and analytics. We do all of this in Semrush’s Encompass Sound device, which permits us to trace rivals and lots of of key phrases. 

For instance, one of many subsequent units of key phrases we’ll go for (which could have direct income attribution, in contrast to our podcast) shall be round “content material advertising and marketing company” key phrases:


We’re clearly very low visibility right here:


However with this device, it’s now straightforward for us to scope out partnership alternatives, and with our encompass sound playbook we are going to get huge protection right here as nicely. 


The Outcomes: 45.6% protection and persevering with to develop

Summing up, in simply three months of devoted effort (at 3 to five hrs/week), we managed to:

  • Improve our search visibility for our core key phrase from 0% to 45.6%
  • Construct ongoing content material partnerships with a number of web site homeowners to write down new visitor posts for his or her blogs
  • Get three nice new podcast company to interview

We additionally elevated our podcast downloads month-over-month, however out of mental integrity, I can’t say how a lot of that was due particularly to the encompass sound technique (many confounding elements are at play). However we all know now we’re within the dialog when individuals are looking for “finest content material advertising and marketing podcasts.” 

Conclusion: How Omniscient Digital Elevated Share of Voice from Zero to 45.6% to Drive Podcast Downloads (and how one can, too)

The encompass sound technique is a viable technique for anybody hoping to extend their share of voice for search key phrases. In executing this technique for our podcast, we did the next:

  • Discovered excessive intent key phrases associated to “content material advertising and marketing podcasts” utilizing Semrush
  • Recognized placement alternatives for these key phrases utilizing the Encompass Sound device
  • Created our personal listicles for these key phrases to start rating and showing in SERPs
  • Carried out e mail outreach to get listed on different publications

Whereas your key phrases and strategies could also be completely different, at coronary heart this technique is relevant to most corporations and industries. Will you strive it for what you are promoting?



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