- 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 […]
- The Typical Approach to B2C Content Marketing Drives Minimal Business Value. Here’s 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 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 […]
- 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 […]
- 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 […]
- 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 […]
- 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 […]
- 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 aren’t in a position to work with us as an agency client, so they’re trying to improve their writing processes themselves. While we’ve written a lot about hiring writers (albeit […]
- How Long Does It Take to Rank on the First Page of Google?
In 2019, we wrote an article to answer the question: How long does it take for content marketing to work? In it, we showed traffic and conversion data from three different clients. The goal was to answer that question by studying a few examples (since there are no hard and fast answers to a question like […]