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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 […]
Matt Goolding
June 22, 2022
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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 […]
Benji Hyam
May 9, 2022
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B2C Content Marketing: A Guide 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 […]
Cameron Brown
April 21, 2022
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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 […]
Daniel Levi
April 6, 2022
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Companies Want Thought Leadership Content, But Can’t Produce It. Here’s Why.
We’ve noticed a trend on Twitter and in some of our lead forms that a lot of companies are wanting to produce “thought leadership content.” 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 […]
Benji Hyam
March 29, 2022
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Best B2B Content Marketing Courses: Our Detailed Analysis
In our experience, if you’re 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 […]
Devesh Khanal
March 14, 2022
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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 we’re discussing going after a bottom-of-funnel SEO keyword with a blog post. For example, a software category keyword […]
Cameron Brown
February 18, 2022
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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 “content conversions” (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 […]
Cameron Brown
February 2, 2022
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Most Companies Measure Content Marketing ROI Incorrectly. Here’s Why (and How to Fix It).
Whether you’re doing content marketing in-house or as an outside consultant, you’re inevitably going to have executives (or whoever’s in charge) ask you, “What’s our ROI from content?” Or, if you’re just beginning your content marketing efforts, “What can we expect our ROI from content to be?” Over the last 5 years of doing content […]
Cameron Brown
January 17, 2022
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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.
Devesh Khanal
January 13, 2022
