Episode 4: Mastering SEO with Customer-Driven Content with MJ Peters

In this episode, MJ Peters, VP of Marketing at CoLab Software, shares how the manufacturing industry is sitting on a marketing goldmine. She joins Toph & Ryan to share her secrets for getting products on page one of search engines and talks about the importance of a pillar page as search engines grow increasingly smarter.

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MJ Peters Headshot

About The Guest

MJ Peters is the VP of Marketing at CoLab Software, with leadership experience spanning both the industrial equipment and B2B SaaS sectors. At Halma plc, a FTSE 100 group of manufacturing companies focused on health and safety products, Peters held multiple roles in product and marketing before being promoted to the board of directors at Halma subsidiary Firetrace International—becoming the youngest person in the Halma group to be promoted to an operating company board.

After leading marketing at Firetrace for three years as the company’s first-ever VP Marketing, she joined Refine Labs as VP of Growth. Over the past year, Peters has helped them grow to nearly 100 employees and 5x revenue while establishing a reputation as one of the top B2B SaaS agencies in the world.

Episode Description

Key Takeaways

Marketing leadership has to own and embrace the idea that everything is customer first – this means giving marketers the resources they need to know their customers deeply.
When marketing creates intent to purchase, more people will come to your brand through high-intent conversion points on your website.
Lack of SEO competitiveness in the manufacturing space gives early adopters of content marketing an advantage in reaching page one of search engines.

Quotes

“If you just write the following SEO ‘best practices’, you're going to eventually get to the point where you're diminishing the value of the content to the customer – and you don't want to cross that line.”
- MJ Peters

Timestamps

* (1:15) Meet MJ Peters, VP of Marketing at CoLab Software

* (4:40) Transitioning from founder-led sales to process-led sales

* (7:15) Search engines are getting smarter

* (9:30) Pillar page importance now that historical SEO tactics are dead

* (12:20) Giving Marketers space to create good content

* (15:38) Creating a category: capturing vs. creating Demand

* (25:48) How manufacturers are sitting on a marketing goldmine

*(28:44) Great content lands and stays on page one

*(30:00) Quick Hits

Sponsor

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