Startup content marketing: Overcome the domain authority gap

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selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/branding/">Branding</a> <a href="/tag/growth/">Growth</a> <a href="/tag/ideas/">Ideas</a> <a href="/tag/consumer-insights/">Consumer insights</a> <a href="/tag/startups/">Startups</a> <a href="/tag/tech/">Tech</a> <a href="/tag/team-building/">Team building</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/cmo-alliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z 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c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 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58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg></a> <a href="https://feedly.com/i/subscription/feed/https://cmoalliance.io/rss/ " title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-startups "> <section class="post-full-content Startups"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-05-02">2 May 2024</time> <span class="reading-time">7 min read</span> </section> <h1 class="post-full-title">Startup content marketing: How to overcome the domain authority gap</h1> <section class="post-full-meta"> <a href="/tag/startups/">Startups</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/james-scherer/"> <img class="author-profile-image" src="/content/images/size/w300/2024/05/James-Scherer.jpeg" alt="James Scherer" /> <section class="author-card-content"> <h4 class="author-card-name">James Scherer</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> <div class="post-linkedin-wrapper"> <script src="https://platform.linkedin.com/in.js" type="text/javascript"> lang: en_US</script> <script type="IN/FollowCompany" data-id="71268213" data-counter="bottom"></script> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/05/content-marketing-domain-authority-gap.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Let's be real – as a <a href="https://www.cmoalliance.com/we-need-to-talk-about-start-up-branding/"><u>startup</u></a> or small business entering the content marketing game, you're facing an uphill battle. </p><p>The major industry players with their deep pockets and established domain authority have all-terrain vehicles and oxygen tanks to drive straight to the top of the mountain, while you're stuck on foot hauling a 500-pound bag trying to reach the same summit. </p><p>It's not a level playing field, but that doesn't mean you can't find ways to even it out.</p><p><strong><em>Prefer to listen? Check out James' appearance on the CMO Convo podcast</em></strong> 👇</p>  <iframe style="border-radius:12px" src="https://open.spotify.com/embed/episode/6DfTQskDGeosFbwTMbXvpa?utm_source=generator" width="100%" height="232" frameBorder="0" allowfullscreen="" allow="autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture"></iframe>  <hr><h2 id="the-rich-get-richer-in-seo">The rich get richer in SEO </h2><p>The harsh reality is that a site's domain authority (DA) and its existing rankings for certain keywords heavily influence whether a new piece of content will be able to rank. </p><p>As a new site without any history, your domain authority and domain rating (DR) metrics will likely be below 30 out of 100. And no matter how exceptional and optimized your content might be, you simply won't have any realistic chance of ranking for competitive search terms with decent monthly volumes.</p><p>Those older and more established sites hosting that same piece of content you worked so hard on, will have a major advantage. </p><p>If their domain rate is 75 or higher and they already drive significant traffic from other top-ranking pages, that fresh content will be primed to rank way higher and far more easily than yours. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/seo-how-to-bring-humans-and-search-bots-together/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to succeed in SEO with human-focused content</div><div class="kg-bookmark-description">According to Jeff Coyle, Chief Strategy Officer and Co-founder of MarketMuse, by gaining an understanding of how search bots actually crawl your site, you can give your content teams more freedom to create the great content your customers deserve and value.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Jeff Coyle</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/03/humans-and-robots-image.jpg" alt=""></div></a></figure><p></p><h2 id="how-to-level-the-seo-playing-field">How to level the SEO playing field </h2><p>For some businesses and industries, content marketing simply isn't a viable strategy worth pursuing. Occasionally I have to tell companies, <em>"Those opportunities just aren't there in your space."</em> That doesn't mean you can't succeed, but investing significantly in <a href="https://www.productmarketingalliance.com/unleash-growth-with-inbound-marketing/?ref=cmoalliance.com"><u>inbound marketing</u></a> and content creation may not be worth it.</p><p>However, if inbound content fits your business, if you want to compete, you can't create content flippantly and expect results. You need to be more conscientious and intentional – know exactly why you're producing each piece, how it will help navigate readers further into your <a href="https://www.revenuemarketingalliance.com/the-b2b-marketing-funnel/?ref=cmoalliance.com"><u>funnel</u></a>, and the specific primary and secondary keywords you're targeting. </p><p>Follow all the established content marketing best practices to a T.</p><p>Once you've got a solid strategy and <a href="https://www.revenuemarketingalliance.com/revolutionizing-content-marketing-strategy-with-content-forecasting-lets-talk-revenue-marketing/?ref=cmoalliance.com"><u>content plan</u></a> in place, I recommend launching with three distinct content categories or clusters, each one containing 3-5 comprehensive pillar pages. Then you should surround these pages with 15-20 supporting articles. </p><p>Get that initial core content foundation published, then stay vigilant – use SEO tools like Ahrefs and SEMrush to closely monitor each piece's organic performance. </p><p>When a URL's success is vital to your goals and you've invested significant <a href="https://www.revenuemarketingalliance.com/top-down-vs-bottom-up-budgeting/?ref=cmoalliance.com"><u>budget</u></a> into its creation, you need to keep meticulous tabs on where it's ranking, when its rankings plateau, and when it ultimately finishes that journey toward the top. </p><p>The moment you notice a previously rising URL start to flatline or decline its organic rankings, it's time to take action. Get in there swiftly and update it with fresh content, add internal links, acquire new backlinks – whatever it takes to revitalize its momentum.</p><p>Don't create any piece of content haphazardly or without a clear, calculated purpose behind it. You need to be intensely aware of not just the production process, but the entire content lifecycle from conception to optimization over time. </p><p><strong>Adopt a mindset of continuous improvement.</strong></p><h2 id="when-to-optimize-your-best-content">When to optimize your best content</h2><p>The idea of "evergreen" content that’ll perpetually drive results with zero upkeep is largely a myth these days, especially in spaces like SaaS and e-commerce where info gets obsolete rapidly. </p><p>We have a rule that any statistics or data referenced in our content can be no older than 18 months.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/top-5-b2b-seo-strategies/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Top 5 SEO strategies for B2B SaaS</div><div class="kg-bookmark-description">Read our latest blog post on the most important B2B or SaaS SEO strategies to implement to stay competitive from Al Sefati.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Al Sefati</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2023/01/sprinters-image.jpg" alt=""></div></a></figure><p></p><p>If a writer tries citing a stat from 2020 or earlier, we have to send that content back to have it updated with fresher, more recent info. This is crucial for staying in Google's good graces, as they've gotten savvier about identifying stale, outdated content – and they prefer ranking newer and more timely pages.</p><p>So when should you prioritize going back to update and re-optimize your content? </p><p><strong>There are two key times to optimize a piece of content:</strong></p><ol><li>When a previously climbing URL plateaus or starts declining its rankings, slipping out of the top 7 positions and into what I call the "elevens" between spots 8-30. These are the pieces just outside the top real estate delivering outsize traffic, and they should be your first optimization priorities.</li><li>When significant changes, developments, or new information emerge in your specific industry that makes portions of your existing content inaccurate or outdated.</li></ol><p>At an absolute minimum, plan to fully re-optimize and refresh all your content annually, even if those two situations above don't apply. Letting content go stale is a recipe for declining rankings over time.</p><h2 id="starting-a-new-content-campaign">Starting a new content campaign </h2><p>So what happens if you launch a new content piece that feels extremely intentional and well-targeted towards a relevant keyword opportunity... and it just doesn't gain any traction? </p><p>First piece of advice: Don't simply abandon it and move on. Sometimes a content piece just needs more time to marinate and pick up organic steam, so wait it out for a while before making any rash decisions.</p><p><strong>If you've given it a few months and it genuinely seems to be a total dud with no signs of life, you have two options:</strong></p><ol><li>If your underperforming URL has managed to acquire even just a few backlinks here and there, leave the content as-is and do a 301 redirect, flowing that link equity toward another URL on a similar topic. Specifically, one that's already close to breaking through into the top rankings. Consolidating that link juice could be the final nudge that helps the second piece start driving serious organic traffic.</li><li>Completely rewrite the content from scratch on that same URL. Don't worry, the URL itself holds all the value, not the actual words.</li></ol><p><strong>Brian Dean at Backlinko</strong> is a pro at this content refresh strategy. He may have just 50-100 URLs on his entire site, but he rewrites and re-optimizes those same pages constantly to stay fresh. It’s allowed him to build an authoritative library of work while staying hyper-relevant and consistent with search trends.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Content marketing 2.0: Personalization and experience</div><div class="kg-bookmark-description">Randy Frisch, CMO of Uberflip, joined us to outline his vision for content marketing: rather than just churning out content, we need to be developing curated experiences.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/size/w256h256/2021/02/CMO_Alliance-Colour-Logomark_tiny.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Randy Frisch</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/size/w1200/2022/01/doing-more-with-content-image.jpg" alt=""></div></a></figure><p>The key is being ultra-intentional about targeting high-value keyword opportunities from the start. If you missed the mark there, cut bait and refocus your efforts.</p><h2 id="quality-vs-quantity-in-content">Quality vs. quantity in content </h2><p>A decade ago during content marketing's initial breakout, the conventional wisdom was that the key to success was all about volume – <a href="https://www.cmoalliance.com/conquering-the-mountain-of-content-as-a-cmo/"><u>just push out content constantly</u></a>, with quantity taking precedence over quality. Those days are long gone.</p><p>Today, I can't even tell you with full confidence whether a specific article will rank for its target keyword. There are way too many shifting variables and ranking factors and, the truth is, that you simply have to create content intentionally. Target what you've identified as a viable keyword opportunity, publish it, and then see what manages to stick.</p><p>If it doesn't gain traction at all, that doesn't necessarily mean it was low-quality – it just didn't stick with those "SEO gods" at that time.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/seo-2-0-how-to-adapt-to-the-future-of-search/?ref=cmoalliance.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">SEO 2.0: How to adapt to the future of search</div><div class="kg-bookmark-description">Learn how to adapt to the future of search by optimizing your site for conversational search, creating content that can’t be replicated, and more.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.revenuemarketingalliance.com/content/images/size/w256h256/2022/07/Revenue-Marketing-Alliance-favicon.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">James Shaw</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.revenuemarketingalliance.com/content/images/size/w1200/2023/06/SEO-how-to-adapt-to-the-future-of-search.jpg" alt=""></div></a></figure><p>The smart approach is to produce a high volume of quality content, but then double down and invest deeply in optimizing anything that shows ranking potential in that 8-30 range. Why waste resources over-optimizing a piece that's stuck in the abyss? </p><p>Find those winning opportunities and pile the optimization efforts there.</p><h2 id="final-thoughts">Final thoughts</h2><p>As a <a href="https://www.cmoalliance.com/so-youre-the-cmo-of-your-startup-what-now/"><u>startup</u></a> or small player, you're fighting an inherent disadvantage when it comes to content marketing and SEO. The big domains have spent years accumulating domain authority that’ll help them rank more easily.</p><p>However, that doesn't mean you're doomed. If you’re extremely intentional about targeting opportunities strategically, monitoring performance religiously, and refreshing/optimizing your content as needed, you can overcome that disadvantage.</p><p>Focus on quality over quantity by producing targeted content campaigns. Let those campaigns bake for a while, analyze what's working and what's not, and then double down on winners by updating and optimizing those pages until they crack the top rankings.</p><p>This continuous cycle of publishing, analyzing, and optimizing isn't easy, but it's necessary. Those willing to put in the work can still find SEO success – you just have to get tactical to level that playing field.</p> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/#/portal/">Subscribe now</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/james-scherer/"> <img class="author-profile-image" src="/content/images/size/w300/2024/05/James-Scherer.jpeg" alt="James Scherer" /> <section class="author-card-content"> <h4 class="author-card-name">James Scherer</h4> <p>James Scherer, VP of Strategy at Foundation Marketing is an inbound marketer and growth specialist with more than 10 years in the digital space.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/startups/">Startups</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/startup-cmos-what-do-they-have-in-common/"> <img class="post-card-image" src="/content/images/size/w800/2024/10/What-does-a-CMO-do-in-a-startup-1.png" alt="What does a CMO do in a startup?" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/startup-cmos-what-do-they-have-in-common/"> <header class="post-card-header"> <h2 class="post-card-title">What does a CMO do in a startup?</h2> </header> <section class="post-card-excerpt"> <p>Learn a startup CMO's key responsibilities, challenges, strategies, and impact of this crucial leadership role in early-stage companies....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">8 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/we-need-to-talk-about-start-up-branding/"> <img class="post-card-image" src="/content/images/size/w800/2022/05/branding-image.jpg" alt="Unlocking the power of branding in B2B SaaS startups" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/we-need-to-talk-about-start-up-branding/"> <header class="post-card-header"> <h2 class="post-card-title">Unlocking the power of branding in B2B SaaS startups</h2> </header> <section class="post-card-excerpt"> <p>Alan Gleeson joined us once again, to share his considerable experience as a fractional CMO for B2B SaaS start-ups and give you the lowdown on everything you should be thinking about when it comes to early start-up branding....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">4 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/making-some-noise-about-sustainability-with-elyse-winer/"> <img class="post-card-image" src="/content/images/size/w800/2024/01/CMO_Podcast_--50---1-.png" alt="Making some noise about sustainability with Elyse Winer" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/making-some-noise-about-sustainability-with-elyse-winer/"> <header class="post-card-header"> <h2 class="post-card-title">Making some noise about sustainability with Elyse Winer</h2> </header> <section class="post-card-excerpt"> <p>Sustainability isn't just good for the planet, it's good for business too. 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