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. […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]