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independence6 unconnected
applies to

b2b and consumer, no audience needed

confidence

high

evidence

9 claims · 9 articles · 4 receipts

window

2017-06-19 → 2025-01-14

6 builders who never spoke to each other

Write about the job, not about your product

Publish for the occupation you sell to, so people searching how to do their work land on your guides and meet the product there. That means the boring adjacent tasks your customers must complete anyway, the integration of your thing with a named framework, and the manual workarounds they use today, which are your real competitors. Make the tutorial itself the demonstration and teaching becomes selling.

The method

  1. 01

    Write for the occupation you sell to rather than about your product, so that people searching for how to do their job land on your guides and meet the product there.

  2. 02

    Publish guides on the widely searched practices around your product rather than about the product itself.

  3. 03

    Write the integration tutorial for your product plus a specific framework, because that is the phrase people type into search when they are deciding whether to adopt it.

  4. 04

    Build SEO pages around the manual workarounds people currently use, because those are your real competitors and the searchers using them are your buyers.

  5. 05

    Write guides on the boring adjacent tasks your customers must do anyway, treating them as long-tail search bait rather than product marketing.

What it returned

  • Zue sells to Django developers, so he publishes Django content and gets found by people searching how to deploy Django or hook it up to Stripe; content is now his main marketing channel

  • Friday wrote content on well trafficked management topics such as running one to one meetings.

  • The suggested pattern is a how-to for setting the script up with a named stack such as Next.JS or Gatsby, aimed at people searching that exact combination.

  • Zue drafted two pieces, one on wedding printing and one on wedding place cards, as content marketing aimed at long-term SEO

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.

More in seo

all seo plays

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.