Benji Hyam Podcast

How This Agency Attracts Executive Level Audiences Through Content Marketing

Grow and Convert produces content differently from almost any other content agency I’ve ever seen. Their content marketing system doesn’t attract low-level customers. Their content attracts C suite, enterprise, and advanced audiences. It’s original, advanced and data drive advice.. and it’s mainly written by freelancers.

Wait, what?? Is that even possible?

Let’s dive in and uncover what the workflow process looks like that allows freelancers to attract a high-level audience.

 

Why did you start Grow and Convert?

  • He started his agency out of a pain point because he had hired an agency that did not produce the desired results through content
  • He wanted something that did more than produce X number of articles per month and did more rigorous content promotion
  • We start with deeper customer research – do research on their target market

 

What are your steps in G&C?

  • Step 1 – Meet with the client and figure out why their customer buys from them
    • We fly out to their company and spend a half day with them. We bring in people from sales, both SDRs, customer success and we talk to the founders and some people on the executive team
    • We ask for their customer list, we look at what customers bought which plan 
    • We have quantitative data ahead of time and are now looking at qualitative in person
    • We ask what the biggest pain points their customers talked about in the last sales call
    • What was a recent deal you closed, can you tell me about that company?
    • What are the top 5 accounts you work with and why are these the best accounts?
  • Step 2 – Create a content strategy – identify keywords with high intent
  • Step 3 – We also produce content differently – most companies hire freelancers and the freelancer does the research and writing, whereas our freelancers act more like journalists
    • We interview someone from inside the client’s company (sales etc) and then we turn that into a piece of content
  • Step 4 – We do both short and long term content promotion 
    • Short term promotion is usually Facebook ads 
      • We find cold audiences (behavioral and interest targeting research)
      • Lookalike audience 
      • Retargeting to the content
    • Long Term promotion comes from SEO
      • Keyword that has high intent
      • If the blog post is on page 1,2,3 of Google, we do link building
    • Almost every client we work with sees conversions in the first three months

 

At what price point do you involve premium services, such as flying out to meet the customer?

  • We have a flat rate of $8,000 per month and we include everything in that (flying out to meet them, Facebook ad spend, link building etc)

 

Are you usually producing keyword focused content?

  • Sometimes yes, sometimes no. If we do have a keyword focused idea, we look at the top ten results and figure out what we think is missing or a different angle and we come with that idea fleshed out to the interview

 

How do you handle keyword research for industries that don’t have a lot of keywords?

  • Yes, this happens more with a service business than SaaS businesses.
    • Most SaaS businesses are already in a well known space
  • We would look for any possible query someone would search for for the product or service we are selling
    • We approach the BOFU content first (for example: we might do a blog post on “salesforce alternatives” if Hubspot was our client)

 

How do you figure out what kind of story to write and when a story is appropriate?

  • It depends on the company and the goal – more story-oriented posts are for companies that want to build their brand and aren’t primarily focused on conversions
  • We interviewed customers of the brand to tell their stories
  • An early stage startup would probably use less of stories just because they need a fairly immediate ROI

 

How does marketing for an early stage startup differ from an established company?

  • A lot of startups don’t have product-market fit so the content strategy for a company that doesn’t have product-market fit is more MOFU, TOFU
    • An example would be a company that had a survey tool. There wasn’t a real reason why anyone would sign up for it yet, so we created TOFU content to attract general visitors and see which ones convert
    • An established company would have more data and we could offer content to a much more specific user 

 

What is your traffic philosophy?

  • We don’t typically try to hit traffic numbers simply because traffic doesn’t equal conversions
  • So our guiding light is conversions and then traffic is secondary to this

 

How did you choose Facebook ads and link building as your content promotion formula?

  • Our whole site was built off of community promotion (Facebook groups, Reddit, Linkedin), though we have found that as algorithms are changing, Facebook ads and link building are the two most effective

 

If you were to go back and restart your agency today, what would you do differently?

  • We made every mistake in the book, but I wouldn’t have changed any of it because I learned so much from it
  • It’s all a series of failures and learning experiences
  • Similar to finding product market fit, you have to test everything and fail a bunch of times and 
  • If I had to do it again, I would not have changed anything

 

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