Don't Pigeonhole Your Freaking Case Studies ft. Joel Klettke - Rankable Ep. 128

In episode 128, Joel Klettke of Case Study Buddy drops by to discuss the underrated value of the case study for SEO and beyond.

Joel argues that a well-designed customer story is not a fluff piece. How do your buyers talk? Should you use jargon in your customer stories? Klettke shares his experience of creating a buffet of content from your customer story interviews.

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[0:00] Intro

[2:57] How can B2B companies effectively integrate SEO strategies into their customer success stories to enhance their online visibility?

[5:17] From an SEO and human perspective should you try to use jargon in the content of the customer story?

[7:35] Don’t limit the use cases and potential of your case studies.

[10:50] Leveraging case study videos for SEO value.

[12:45] Are SEOs involved in case study creation? Should they be?

[15:10] Who should own case study creation?

[17:45] Does the case study deliverable go according to plan? What’s the output? [23:25] Rapid Fire Rankings

Rank your best SEO marketing win:

Having multi-billion dollar enterprises come to us due to word of mouth/our niche specialization.

Rank your top 3 SEO tools:

My opinion on these is worthless lol. Honestly, I don't do SEO anymore; so pretty light here.

• Ahrefs
• Semrush
• ScreamingFrog

Rank your best SEO or trick or tactic:

Have a repurposing plan that includes video.

What’s the biggest scam in SEO that you’ve recently seen?

There was all the controversy around that brand generating a huge amount of AI content and 'stealing' market share from competitors.

I had to laugh -- yes, the generating content part might be questionable with the tech, but SEOs have been ripping off each others' strategies for YEARS, so I'm not sure what made this so special other than the cockiness in the way it was shared.

Rank what you love most about the SEO industry:

Probably what I also hated most about it when it was my job: it is always changing.

Rank your top 1-3 marketers:

• Sam Woods

• Andy Crestodina
• John-Henry Scherck
• Joanna Wiebe
• Stefan Georgian

What's your Generative AI hottake?

My hot take on this is that generative AI can, in fact, generate creative content.

There's this weird notion that since it was trained on other content, generative AI is unable to come up with original ideas. That's only somewhat true because we're missing half the equation: the human using it.

I've seen how introducing creative prompts can drive wild, new ideas out of generative AI, especially when it comes to imagery. Yes, it's anchored in the past, but it can iterate toward the future.

Rank your best SEO learning resource:

I... honestly wouldn't even know where to go these days.

Rank your top cause or charity:

Ronald McDonald House -- meaningful to me because we've had friends make use of it; having a place to be close to your children in their worst and most heart-wrenching, uncertain moments is a HUGE blessing for those who need it.