Drop the Learn More button

Casey Hill on Safe Doesn’t Scale, on building proprietary distribution when paid gets expensive and search stops paying out.

Show

Safe Doesn’t Scale, episode 7

Host

David Walsh

Guest

Casey Hill, DoWhatWorks

Runtime

33:00

What is covered

01 The post that flopped Casey’s early LinkedIn posts shared highly valuable but dry test data, and went nowhere. Shifting to novelty and replicability is what turned it into an engine.

02 Forty percent of closed business That organic content engine now drives roughly forty percent of the company’s closed business, without a bottom of funnel ad spend behind it.

03 Optimising for humans and machines at once The shift toward writing pages that serve human intent and machine indexing together, which is where dropping generic calls to action comes in.

Bottom of funnel paid is getting unsustainably expensive and standard search strategies are losing their pull, while the pressure to deliver growth has not moved.

The argument here is that brands should be building their own distribution rather than renting it.

Valuable and dry loses to novel and repeatable, every time.

What to take from it

Data alone does not travel. Give a finding a shape somebody can copy.
Build a channel you own before the rented one prices you out.
Write for the reader and the index in the same pass, rather than bolting one onto the other.

Episode Listen on Safe Doesn’t Scale