Why you should change your view of zero-volume keywords, AI, and industry events

JH Scherck is a growth consultant known for his expertise in developing effective content strategies for SaaS companies.

He previously worked for companies like WP Engine and Docsend before striking out on his own with his SEO and content strategy agency, Growth Plays.

JH is a wealth of knowledge about B2B marketing strategies, audience development, and SEO. Check out the full podcast to learn more about:

(00:00) Introduction
(01:47) Early career mistakes
(11:34) Why targeting zero-volume keywords makes zero sense
(15:54) How to market a product with no search demand
(20:08) Owned vs earned media
(26:46) Brand vs personal brand for social media
(37:25) What is a community and how do you build one?
(42:58) Why should you attend industry events?
(51:07) Facilitating connections at events
(55:39) When is marketing attribution useful?
(01:11:31) Why AI will encourage uniqueness in marketing

Where to find JH:
LinkedIn: https://www.linkedin.com/in/jhtscherck/
X: https://x.com/JHTScherck
Website: https://growthplays.com/

Where to find Tim:
LinkedIn: https://www.linkedin.com/in/timsoulo/
X: https://x.com/timsoulo
Website: https://www.timsoulo.com/

Referenced:
Docsend: https://www.docsend.com/
WP Engine: https://wpengine.com/
Salesforce:
Marc Benioff: https://x.com/benioff
Drift: https://www.drift.com/
Dave Gerhardt: https://www.linkedin.com/in/davegerhardt/
Alex Poulos: https://www.linkedin.com/in/poulos/
MozCon: https://moz.com/mozcon
Rand Fishkin: https://www.linkedin.com/in/randfishkin/
Sparktoro article (Provable Marketing Attribution Is a Boondoggle): https://sparktoro.com/blog/provable-marketing-attribution-is-a-boondoggle-trust-your-gut-instead/
Orbit: https://orbit.love/
Orbit model of community: https://orbit.love/model
Olivier Pomel (CEO of DataDog): https://www.linkedin.com/in/olivierpomel/
Mattermark: https://mattermark.com/
Danielle Morill: https://www.linkedin.com/in/daniellemorrill/
Patrick Stox: https://www.linkedin.com/in/patrickstox/
https://x.com/patrickstox
Joshua Hardwick: https://x.com/JoshuaCHardwick
Ryan Law: https://www.linkedin.com/in/thinkingslow/
https://x.com/thinking_slow
Jason Cohen (WP Engine): https://x.com/asmartbear
Ross Hudgens: https://www.linkedin.com/in/rosshudgens/
Wil Reynolds: https://www.linkedin.com/in/wilreynolds/
Hubspot: https://www.hubspot.com/
PubCon: https://www.pubcon.com/
Dmitry Gerasymenko: https://x.com/botsbreeder