The Word ‘Blog’ Is Holding Us Back w/ Jess Joyce

Ross sits down with Jess Joyce, SEO consultant at Inbound Scope, to talk about why the term "blog" is outdated—and how systems thinking, revenue-led SEO, and diagram-driven storytelling are creating smarter strategies for SaaS brands.Jess unpacks her visual-first approach to social content, explains the shortcomings of traditional keyword research, and breaks down how AI tools like Gong and Granola are unlocking insight directly from sales calls. They also explore the growing irrelevance of traffic as a core metric and why internal linking, customer pain points, and first-link architecture matter more than ever.Plus: why technical SEO isn’t dead, how to build smarter weekly systems with your team, and a hopeful rant about killing the word “blog” once and for all.Show Notes00:00 – Intro: Why Jess’s Diagrams Stand Out01:00 – Visualizing Content for Clients (And Prospects)03:30 – Why Revenue-Led SEO > Traffic-Led Metrics06:00 – What Google & AI Are Doing to Top-of-Funnel09:00 – Segmenting Content by Intent, Not Format12:00 – Sales Conversations as the New Keyword Research15:00 – Using Granola and Gong to Extract Real Pain Points17:00 – Are Keywords Dying in a Zero-Click World?20:00 – Technical SEO Still Matters (Despite the Hype)24:00 – First Links, Internal Linking & Breadcrumbs27:00 – Systems Thinking: Weekly Sprints & Triangulated Ops30:00 – Why "Blog" Is the Wrong Word for Modern Content33:00 – Enterprise Content Silos & the WordPress Problem34:30 – Where to Follow Jess & Final ThoughtsShow LinksJess’s Work: https://jessjoyce.com/Inbound Scope: https://inboundscope.com/Granola AI: https://www.granola.ai/Gong.io: https://www.gong.io/Ross’s Studio Recording: https://riverside.fm/dashboard/studios/ross-hudgenss-studio/recordings/29fbaa7c-9c87-41a0-82b0-e46416b9401d?share-token=ad8195daf09f9375064a&content-shared=recordingJess on LinkedIn: https://www.linkedin.com/posts/jessjoyce_heres-how-i-would-create-an-roi-generating-activity-7295472607041138690-v4L0?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAOzg8UB65a5t0zuiVlWCkdHaLrjxPPAwS8 Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing