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B2B Content Strategies for SEO & Beyond [Podcast]

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B2B Content Strategies for SEO & Beyond [Podcast]

Excellent content can be a powerful tool for the B2B world.

It’s key to know how it will benefit your company and what SEO strategies you should use.

Kameron Jenkins, Content Lead at Shopify and ex-Botify & Moz Content Marketer, joined me on the SEJ Show to discuss Content Marketing Strategies for the B2B world and how excellent content can help SEO & multiple marketing channels.

You’ll get insights into the most important factors to consider when considering B2B content strategies.

Inorganic search-focused content is a type of content but it’s not the only type of content. It’s not the only thing content can do. Content is a tool–it’s a means to an end. It’s all in like how you apply it.–Kameron Jenkins, 20:05

I have found from my personal experience that content marketers who are just really good content marketers can learn pretty much any subject matter and ramp up fairly quickly.–Kameron Jenkins, 13:54

We start with the product and its features, and that’s how we build out our themes. Basically, everything we talk about can tie back in some way, shape, or form to the product.–Kameron Jenkins, 25:49

[00:00] – About Kameron & what attracted her to Shopify.
[04:49] – Connection between online & offline Shopify.
[07:26] – How Kameron’s day-to-day content looks & how she built a team.
[12:00] – Challenges when looking for writers.
[15:06] – How to set up & communicate expectations with stakeholders.
[19:45] – Does Kameron go outside of SEO for success metrics?
[25:37] – The importance of the customer & buyer decision journey in your content.
[27:22] – What’s great about battle cards.
[32:04] – The difference between small company and big company content strategies.
[39:56] – How to update older content.
[43:56] – How to identify content decay.
[45:53] – What is in a content brief?
[48:20] – Important content marketing strategy considerations for small companies.
[53:31] – Tips for integrating vertical targeting into your content strategy.

Resources mentioned:
Gong – https://www.gong.io/
Articles Kameron wrote on SEJ – ​​https://www.searchenginejournal.com/author/kameron-jenkins/

Prioritizing refreshes is super important. I would dive down to the granular level of what keywords have we lost the most positions for in this post. –Kameron Jenkins, 41:49

Search sometimes can be very tough. Patience is a virtue but patience doesn’t always have a seat at the table.–Loren Baker, 15:23

What we’re doing right here is not only just helping you rank but it’s helping you close every lead that you’re getting in from various different funnels.–Loren Baker, 23:58

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Kameron Jenkins

Kameron Jenkins is the Content Lead at Shopify. In previous roles, she’s been Director of Brand, Content & Communications at Botify, the SEO Wordsmith at Moz, and the VP of SEO & Content Strategy at a digital marketing agency that serviced local and multi-local businesses across the country.

Drawing from her experience, Kameron loves any opportunity she gets to talk about SEO, content strategy, and digital marketing. Add to it topics about SEO for local businesses, and navigating organizational challenges/opportunities.

​​Connect with Kameron on LinkedIn: https://www.linkedin.com/in/kameron-jenkins/
Follow her on Twitter: https://twitter.com/Kammie_Jenkins

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker




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Executive Director Of WordPress Resigns

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WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as  positive economic force as well as the importance of strong opinions that are “loosely  held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work  there.

Read the official announcement:

Thank you, WordPress

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8% Of Automattic Employees Choose To Resign

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8% Of Automattic Employees Choose To Resign

WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.

Reactions Of Automattic Employees

Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.

One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.

He shared:

“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.

I’m going to spend the next month taking a break, getting married, and visiting family in Australia.

I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”

Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.

She tweeted:

“Today was my last day at Automattic.

I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”

Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.

Mullenweg himself was bittersweet to see those employees go, writing in a blog post:

“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.

However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”

Read the entire announcement on Mullenweg’s blog:

Automattic Alignment

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YouTube Extends Shorts To 3 Minutes, Adds New Features

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YouTube Extends Shorts To 3 Minutes, Adds New Features

YouTube expands Shorts to 3 minutes, adds templates, AI tools, and the option to show fewer Shorts on the homepage.

  • YouTube Shorts will allow 3-minute videos.
  • New features include templates, enhanced remixing, and AI-generated video backgrounds.
  • YouTube is adding a Shorts trends page and comment previews.

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