- Underdog SEO: How to Beat Your Competition at Search There are many companies that wrongly assume that: If competitors with a huge marketing budget already rank for many keywords in their space, they have no shot in organic search. There are a few reasons why they have this defeatist view of SEO: They assume that bigger budgets mean better results They assume itโs nearly […]
- The Typical Approach to B2C Content Marketing Drives Minimal Business Value. Hereโs Why and How to Fix It. In 2020, we wrote a detailed case study on how we grew a B2C blog to 70,000 pageviews in 14 months. In that post, we discussed the content strategy we usedโalong with data on the rankings, leads, and traffic results we achieved for them. In contrast to that articleโwhich told the story of our content strategy […]
- Scaling Content: Expanding from Bottom of Funnel Content to Top of Funnel (Geekbot Case Study) As weโve discussed many times before, the foundation of the Grow and Convert approach to content marketing is to focus on bottom-of-the-funnel, buying topics first, instead of what most companies do: starting (and often staying) at top of the funnel, brand-building content topics. We cover this concept in this post about SaaS content marketing, our […]
- Companies Want Thought Leadership Content, But Can’t Produce It. Here’s Why. Weโve noticed a trend on Twitter and in some of our lead forms that a lot of companies are wanting to produce โthought leadership content.โ What is that? Everyone throws that term around but what does it actually mean? We think what most people mean is simply: content that stands out and sets them apart from […]
- Best B2B Content Marketing Courses: Our Detailed Analysis In our experience, if youโre searching for a B2B content marketing course, there are three key questions you should be asking: 1. Is there ample evidence that shows the course creators have direct experience doing B2B content marketing (or is the course all theory)? Not all content marketing is the same, and content marketing for B2B companies […]
- Should You Target an SEO Keyword with a Blog Post or Landing Page? Our Thoughts The topic of whether you should create a landing page or a blog post to go after SEO keywords has come up a lot over the last 4 years of running our agency. Typically, it comes up when weโre discussing going after a bottom-of-funnel SEO keyword with a blog post. For example, a software category keyword […]
- How to Create a SaaS Content Strategy That Drives Product Signups Most SaaS content strategies focus on top of funnel topics and generating what we call โcontent conversionsโ (e.g. email signups, ebook downloads, white paper downloads, etc.), which, notably, is not the same as a product conversion (trial start, demo request, etc.). This is true of strategies used by in-house content marketers as well as agencies and other third […]
- Most Companies Measure Content Marketing ROI Incorrectly. Hereโs Why (and How to Fix It). Whether youโre doing content marketing in-house or as an outside consultant, youโre inevitably going to have executives (or whoeverโs in charge) ask you, โWhatโs our ROI from content?โ Or, if youโre just beginning your content marketing efforts, โWhat can we expect our ROI from content to be?โ Over the last 5 years of doing content […]
- Content Marketing Attribution: How to Measure Content Performance Many companies write for the wrong audience without knowing it. We share our process for doing customer research to hone in on who to write for.
- SEO Content Writing: A 5-Step Process You Can Follow A lot of companies and marketers we talk to ask us how to hire writers or improve their “SEO writing” or content writing. Many of them arenโt in a position to work with us as an agency client, so theyโre trying to improve their writing processes themselves. While we’ve written a lot about hiring writers (albeit […]
