- How to Evaluate the Best SaaS Content Marketing Agencies in 2023 We’ve been running our content marketing agency, Grow and Convert, for over 5 years now. In that time, we’ve worked with dozens of SaaS clients and talked to countless more. From these conversations, we now have a good sense of what SaaS companies are looking for in content marketing agencies, what they’re disappointed by in […]
- How to Do B2B Content Marketing without Domain Expertise (Rainforest QA Case Study) In our sales meetings with prospective clients, we frequently face one recurring objection from people that operate in extremely specialized or technical niches. They’re already bought into our whole approach to content marketing (ranking for bottom of the funnel pain point-related terms, getting the right customer-content fit, recognizing the value of mini-volume keywords, etc.), but […]
- How to Create a Keyword Strategy for a New, Innovative Product We’ve talked in many of our past articles about the core of our content marketing philosophy: Target bottom of the funnel keywords — the terms people who are actively shopping for your product are already Googling — because those lead to more demos, trials, and form submissions than your typical top of the funnel, “awareness” […]
- The Best B2B Content Marketing Agencies in 2023: What Separates Them? Prior to starting Grow and Convert, the number one issue we noticed about B2B content marketing was that when you sat down to measure leads generated from content, the number of leads attributable to content was minimal to none. This was true of both content produced by in-house teams and content produced by outside agencies. Over the […]
- A B2B Content Marketing Strategy Designed to Generate Leads & Sales Over the past five years running our agency, we’ve noticed several key flaws with the way most B2B businesses approach content marketing. Namely: They focus content efforts on “top of funnel” topics (i.e. topics that aren’t directly related to the product or service they sell). They write beginner level content for their advanced B2B audiences. […]
- SaaS Content Writing: How to Write Content That Gets Leads & Signups In the past 5 years running our agency, we’ve worked with dozens of SaaS businesses and produced hundreds of pieces of SaaS content for our clients. And through these experiences, we’ve become intimately familiar with: How to write SaaS content that actually drives business results (i.e. actual leads and product signups from readers). The mistakes in […]
- Mini-Volume Keywords: Why Targeting Small Search Volumes Makes Sense This article was written by Matt Goolding, a content strategist with Grow and Convert since 2019. Over the past few years, we’ve published various posts that explain how we prioritize content topics and target keywords based on conversion intent, not search volume, including: Our guide to pain point SEO, which explains our approach to coming […]
- 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 it’s nearly […]
- B2C Content Marketing: How to Drive Sales with Content 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 used—along with data on the rankings, leads, and traffic results we achieved for them. In contrast to that article—which told the story of our content strategy […]
- Scaling Content: Expanding from Bottom of Funnel Content to Top of Funnel (Geekbot Case Study) As we’ve 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 […]
