How CoSchedule Creates the Best Content on the Internet

The Best of the Best

It’s one thing to commit to being one of the best resources in your field.
It’s another thing entirely to commit to being THE best resource in your field.
At CoSchedule, Nathan has created a winning approach to content generation that boosts organic reach and has made their company the go-to for marketing planning and demand generation. Instead of looking to others, their standard of performance comes from the historical hits and misses of their own content.
By looking inwards, they are able to refine the qualities that work over time to appeal very specifically to their own audience.
It comes down to four things: keywords, topic, conversion optimization, and research. The result is a blog where every post could be their homepage, every piece of content can convert, and readers learn very quickly to trust their content and, by extension, their product.
Content that creates trust will lead to conversions.

In This Episode

• Why cultivating organic reach means being committed to being the best of the best on the internet
• How researching your own content leads to an increase of quality and leads over time
• Why a winning content strategy means a thorough writing plan that schedules months into the future
• How a workflow that includes a workback leads to better execution and less stress

Quotes From This Episode

“Part of demand generation is trying to find an audience, specifically an audience who doesn’t already know about CoSchedule.” —@njellering
“Since 2014, we have really looked at trying to publish the best content on any topic we take on on the internet.” —@njellering
We've defined what some of the core qualities of content are, and we reflect those qualities in every single piece. Click To Tweet
“Our blogs are a representative of our product. If our blog is high quality, people should understand that our tool is just as high quality.” —@njellering
“We have complete trust in the team to be able to do what we hired them to do and that helps me focus on what our next opportunities are.” —@njellering
The simplest approach is often the best place to start. Click To Tweet
“Search engines reward updates, and it helps you freshen up your content for your audience, too.” —@njellering

Resources

• Nathan Ellering on Twitter: @njellering
• CoSchedule on Facebook, Twitter, LinkedIn, Pinterest, and Google+
• CoSchedule Blog

Content Pros Lightning Round

You’re clearly very process driven, does that carry into your home life? Work-Nathan and weekend-Nathan are the same person because back in 2014 before I started at CoSchedule, I started a personal blog that basically talked about how I would manage a marketing team if I were given the opportunity.
What is your favorite movie of all time that is not Fargo? Oh Brother, Where Art Thou. That movie is just awesome. Anything from Cohen Brothers is great.