Summary: I wrote SEO blog posts and designed custom images that helped Pclub:
- Rank on the first page for 50+ keywords with high intent (buy the service or subscribe to the newsletter).
- Capture Google’s latest AI overview (AIO)– signifying the content satisfy helpful content metrics.
- Rank for images and templates people need to complete B2B sales tasks (e.g sales proposal follow-up).
All of that, and more, despite Pclub having a low domain authority.
Need a SEO content strategist that can help you generate more sales from search?
Someone who will craft the best plan to capture existing demands for your service or product and write blog posts that will get discovered, convince, and convert those demand?
I’m your guy.
Let’s talk.
Here’s the full case study:
Company name: Pclub
Use Case: Online sales training for B2B sales practitioners.
Worked with: Gaetano Di Nardi; Growth advisor to software companies (Gong, Alyce, Cognism, Workvivo, Docebo, Aura, and Nextiva)
Role: B2B Content Writer.
About Pclub
Pclub helps B2B sales teams and sales professionals maximize their sales skills and income with online courses created by the top 0.01% of sales practitioners in the game.
Led by Chris Orlob, former director of sales at Gong.io, Pclub has trained 10,000+ tech salespeople across companies like LinkedIn, Slack, ClickUp, and Atlassian.
The Project
Objective
To elevate Pclub’s position in the market through high-quality blog posts that would rank on the first page of the SERP. A particular focus is given to high-intent bottom-of-the-funnel content and middle-of-the-funnel content– to drive purchase and convert readers to fans.
Target Audience
The content was aimed at two target groups. Sales professionals, particularly SDRs and Account Executives who want to level up their skills are the first group. The second group includes sales leaders, such as sales managers, sales enablement directors, and consultants, who were actively seeking reliable and efficient B2B sales training vendors.
Each group was targeted with a unique offer. We target SDRs and Account Executives with Pclub’s ‘Platinum Passport’ and sales leaders with Pclub’s Business services– which included Enablement and Leadership training.
Challenge
Pclub, a rising star in the B2B sales, was drowning in a sea of industry giants. HubSpot, Gong, Cognism – these established players boasted sky-high domain ratings and backlink profiles, making it nearly impossible for Pclub to compete for top SERP positions on crucial keywords like”B2B sales.”
However, since Google prioritized ranking expert-led, fresh and in-depth opinionated content – following the HCU & EEAT update–we opted for an expert-led and POV-rich content writing approach to achieve our goal.
But a new challenge emerged: creating high-quality, expert-led content takes time.To publish 5 in-depth blog posts every month meant churning out a new piece roughly every 5 days. Sourcing quotes from industry bigwigs like Chris Orlob, felt nearly impossible with such a tight deadline.
To overcome this challenge, I took the following steps:
- Understood Pclub’s unique offering
- Created an inventory of Pclub’s buyer enablement assets; for faster research and on-brand content delivery
- Created a value map for each blog post– to position each course as a solution to a current sales challenge
- Focused on fulfilling search intent in each blog post
- Designed custom images to illustrate key points and win more search features
- Optimized each blog post for originality– always bring something new to the SERP
- Used Clearscope for on-page optimization
Here’s an overview of the key steps above:
My Approach to the Problem
Understanding Pclub’s unique offering
Pclub’s unique offering is that they offer sales training programs and courses created by the top 0.01% of sales leaders in the game. Imagine learning from heavyweights like Todd Bussler (CEO @ Champify), Sean Gentry (Sales Leader @ Webflow), and Chris Orlob (Former Director of Sales @ Gong).
These aren’t old and dusty textbook moves; these are battle-tested lessons broken down into easy-to-follow modules. Perfect for busy salespeople who need to learn fast, practice quickly, and see results on their next call. On top of that, Pclub offers weekly hands on meeting with experts.
For just $99/month, you get unlimited access to all 30+ sales-boosting courses. Plus, you’ll be the first to access any new content released, at no extra cost. This means you’ll always have a fresh stream of practical and actionable sales training from the top performers in the field – leaders who are still actively closing deals, not outdated trainers from a bygone era.
Creating a directory of Pclub’s buyer enablement assets
The directory includes assets such as:
- Pclub’s lead magnet and freebies
- Chris Orlob’s podcast episodes (as host and guest)
- Chris Orlob’s Youtube playlist
- Links to Pclub courses & training programs
- URL for existing blog posts for referencing and interlinks
- Chris Orlob’s guest published blog posts (on Gong, for example)
This directory makes it easier to consistently meet deadlines and deliver expert-led blog posts that are both high-quality and on-brand.
For example, I downloaded and transcribed Chris Orlob’s podcast episodes and Youtube videos to find unique insights and arguments supporting the blog post’s point-of-view. I used Fireflies AI note taker for this process– as shown below–, which makes it easy to extract direct expert quotes for each article.
The lead magnet assets were used, sparingly, across the middle-of-the-funnel content to convert readers to email subscribers. I refrained from using them in high-intent BOFU content to eliminate intent cannibalization.
Creating a value map for each blog post.
As a skilled content writer would do for a product-led SEO writing, I created a feature-benefit map of each course and training program before writing a corresponding blog post.
I analyzed each course to understand the trainer’s unique POV and experience. After that, I can use statistics and facts I found on secondary research sources to craft a compelling argument for the course.
For example, see how I made a case for Sean Gentry’s Account Executive training program by referencing latest industry benchmarks.
You can see the same technique in action when I argued for why the Pclub’s corporate sales training program is the right choice for salespeople today.
Contd.
This process made it easy to write for one specific reader in mind and sufficiently generate enough appeal and exclusivity to inspire conversion. Thus each article was value-packed, not just another long-winded fluff.
Obsessive focus on search intent
I obsess about search intent because I believe it is the cornerstone of highly effective SEO content writing. It requires that the writer understands semantic features in keywords and phrases.
If a searcher searches for “PTO software”, they are looking for a “software”, not a “spreadsheet”. If they google “PTO tracker”, you can talk about software, spreadsheet, HR software with PTO tracker, paper-form PTO trackers, etc. They are all PTO trackers.
I applied this approach to Pclub’s content. For example, in the blog post excerpts below you will notice that the page has different excerpts for “Account executive training” and “Account executive courses”.
That’s because I optimized the article to clarify that Pclub– as a company– offers “account executive training” and in that training, there are several “account executive courses”. This is the magic of understanding search intent.
First, I clarified how Pclub’s overall sales training can help account executives.
Then I explored the different courses for an account executive training track. Such as “Unlock The Level Up” and “Skill Coaching for AE Managers”
Designed custom images to illustrate key points and win additional search features.
I designed different types of custom images to achieve cognitive ease and expand Pclub’s competitive power in the SERP by capturing more search features. These included images that
- to illustrate key points
- present expert quotes
- offer templates, and
- roleplay practical sales lessons.f
Complex sales lessons, such as how to negotiate pricing can be hard to grasp sometimes. And remember, a large part of our target audience are SDRs and AEs who just want a simple no-brainer technique they can start using today. So, alongside the in-depth step-by-step blog posts, I designed images that make it easy for them to understand and practice those sales lessons.
For example, the image below illustrates how to conjure a burning-hot-seat urgency for your product by surfacing pain points that align with the buyer’s financial priorities. The more pain surfaced, the higher the urgency. The higher the urgency, the higher the financial commitment.
Another interesting example is this image that illustrates how to rig the buyer’s buying criteria in your favor, blowing even the most fierce competitor out of the water. Gaetano appreciated my efforts in creating these graphics.
For in-depth “how-to” articles, I create image templates so readers can download and use them offline. The image below illustrates how to open a SaaS sales demo with a group of decision makers.
Always bring something new to the SERP
Every blog post I wrote had a new piece of information that didn’t exist on the SERP. This is one of the ways I signal originality to Google, and the reader.
For example, in the article about “multithreading in sales”, I introduced a section to explain the hierarchy of influence in a multithreaded sales process. I also designed a table to illustrate how to engage with sales champions according to their hierarchy.
This is the table:
In the blog post about “how to overcome pricing objection”, I argued that it is what you do before reaching the pricing negotiation stage that determines how you negotiate. Then I added a section explaining 7 things to do before entering the pricing negotiation stage.
On-page optimization with Clearscope
I used Clearscope to optimize each blog post for relevant keywords in headers and body text. Each blog post score A+ or A++.
Highlights of Some of The Projects I Worked On (and Their Performance)
How To Follow-up on a Sales Proposal
- Ranks #1 for “How to follow up on a proposal”
- Cited #1 in AI Overview (AIO) for “How to follow up on a sales proposal”
- Custom images rank top 10 for keywords like “following up on a proposal email”— thus satisfying search intent for templates
The reason this article performs so well is because I opened the “how to” blog post with “how to”, not a bunch of fluff about how the world is changing. This is what I call cognitive ease in SEO writing. The easier it is for Googlebot to find key information in your blog post, the more priority it grants your post.
Aside from the blog post ranking for its target keyword, the corresponding templates I designed also ranked first. Meaning, we achieved our goal of expanding our competitive power by ranking for more search features.
5 Best Sales Training Courses & Programs for Consultants
- Ranks #1 for “sales training for consultants”
- Ranks #1 for “sales consulting training”
- Ranks #3 for “training sales consultants”
Best Corporate Sales Training Programs & Courses
- Ranks #1 (+ featured snippet) for “corporate sales training”
5 Best Account Executive Training Programs & Courses
- Ranks #1 for “account executive training”
- Ranks #1 for “account executive course”
Multi-Threading in Sales: 11 Steps to Improve Win Rates
- Ranks #5 or #6 for “multithreading in sales” –above juggernauts like Cognism and Lucidchart
- Ranks #6 for “multithreading”
- Talk about how detailed this article is; especially as you discussed the hierarchy of influence in multithreading sales.
5 Best Inside Sales Training Programs & Courses
- Ranks #1 for “inside sales training programs” (above Hubspot)
- Ranks #5 for “inside sales training”
- Ranks #6 for “sales training for inside sales”
B2B Sales Enablement: The Practical Guide for Modern Sales Teams
- Ranks #7 for “b2b sales enablement”
How To Run a Flawless SaaS Demo
- Ranks #5 for “saas demo”
Other blog posts I worked on:
