Grow and Convert has a four step process that we use for ourselves and for every client we work with to drive both keyword rankings and conversions. The four steps are content/SEO strategy, writing, content promotion and conversion optimization. Below you’ll find our top content marketing articles on each topic.
Table of Contents
Start Here → Recommended articles
If this is your first time on our site, we’d recommend reading these articles first
Pain Point SEO – This is our foundational SEO strategy. When doing client work, we realized that the highest converting organic pages on a website were targeting keywords with the highest search intent. Pain Point SEO lays out a framework for coming up with the highest intent keyword ideas.
Jobs-To-Be-Done Keywords – As an extension of our Pain Point SEO strategy, we share our JTBD keyword framework, which are the second highest converting types of keywords outside of category and alternatives posts.
Underdog SEO – This shares a strategy for smaller companies to beat big competitors when it comes to SEO.
Mini Volume Keywords – We share data behind why we target small search volumes with high intent over just going after higher keyword volume.
SEO Content Writing – We share our process for how to rank for keywords once you’ve identified which ones you want to target.
Mirage Content – This article points out major flaws in the way that most companies write content for search engines.
The Specificity Strategy – This post explains how specificity is the key to success when it comes to writing unique content that stands out from the competition.
The Detail Principle – This blog post shares all of the elements that are needed to create a compelling article
Originality Nuggets – We share a framework for producing great content that we like to call originality nuggets – ie. your content has something unique or interesting that other sites don’t have in it.
Content Marketing and SEO Case Studies
These case studies share how we’ve implemented the G&C process on different types of businesses.
SaaS- All-in-one SaaS Product Case Study – We share how to approach content strategy for a large SaaS platform that has numerous à la carte solutions inside of it.
SaaS- Geekbot Case Study – We share how we grew a self-service SaaS company Geekbot by starting with bottom of the funnel keywords and working our way up the funnel to mid/top of funnel keywords.
SaaS- Circuit Case Study – This article shares how we moved a blog from a subdomain to subfolder while following our SEO/content strategy and saw a huge increase in both leads and traffic.
SaaS- RainforestQA Case Study – This case study shares how we approach doing content for a business in which we have little domain expertise in – and how we were still able to write and grow signups significantly despite not having the technical expertise.
SaaS- Growing A New Product Case Study – This case study shares how we think about doing SEO and content strategy for a product that does not have a well-defined category. It shares how we identified pain points and were able to grow the business that way.
SaaS – Leadfeeder Case Study – This case study shares the story about how we came up with Pain Point SEO and scaled Leadfeeders signups by implementing that strategy.
B2C- CognitiveFX Case Study – This case study shares how we grew the concussion clinic CognitiveFX using SEO and were able to outrank sites like WebMD, MayoClinic and more well known medical sites.
Pain Point SEO on Ecommerce – This shares how Nat Eliason grew his ecommerce site Cup and Leaf by implementing our Pain Point SEO strategy.
Grow and Convert Course Review – One of our course members wrote this case study sharing how our course helped him grow his consulting business and solidified a process that he now uses to deliver content marketing services to others.
Grow and Convert Course Case Study – One of our course members shares how she grew an ADA compliance company using our process.
How Long Does It Take for Content Marketing to Work? – In this case study, we answer the question how long does it take content marketing to start getting results through a series of data points from our clients.
Content and SEO Strategy Articles
The foundation of what separates our process from typical SEO or typical content marketing is content and keyword strategy. Specifically, we build our strategy to maximize conversions (trials, demos, leads for SaaS; direct sales for ecommerce; lead form fills for services). That affects what keywords we target and what content topics we prioritize. Done properly this step changes content or SEO efforts from budget eating to revenue generating.
Content Marketing Strategy – This shares an overview of how we think about content marketing strategy.
SaaS Content Marketing Strategy– This shares how we would develop a SEO and content marketing strategy specifically for SaaS businesses.
SaaS Keyword Research to Drive Leads – This shares 4 mistakes we see companies making when doing keyword research and what we’d do instead.
Deviant Keywords – Deviant Keywords are non-obvious keywords that drive conversions. We share how to identify them and some examples of how to use them in practice.
Bottoms up Content Strategy – We share the reasoning why we think SaaS businesses should focus on bottom of the funnel topics first and work they way up the funnel as opposed to the opposite strategy.
B2B Content Marketing Strategy – This shares how we would create a content marketing strategy specifically for B2B businesses.
B2C Content Marketing Strategy – This shares how we would create a content marketing strategy for B2C businesses.
Content Ideation – A tactical guide for identifying high intent content ideas.
SEO Content Strategy – We share two factors that are often overlooked when creating a SEO focused content strategy.
SEO Keyword Strategy – We share our process for coming up with keywords that will help a business drive high intent traffic and conversions.
SaaS SEO Strategy – We share how we would create a SEO strategy specifically for SaaS businesses.
Customer-Content Fit – We share a framework for knowing the right content to produce to attract your customers.
Blog Launch Strategy – We share how we would approach content marketing if we were starting a blog from scratch.
Content Writing Articles
After you know what topics and keywords to go after, the next step is to write content that will rank for keywords and convince customers to buy. In this section, we’ll share our process for writing content that both ranks and converts:
SEO Content Writing – We share how we write content for SEO.
Thought Leadership Content – We share why most businesses can’t produce “thought leadership content” and what they should be doing instead.
Why Fully Outsourcing Content to Writers is Flawed – Most businesses try to hire writers, send them a short brief and expect the writer to be an expert on a topic. We share why the process most companies use to produce content is flawed.
How to Write Good Blog Posts – We share why all good blog posts need these 5 elements to be convincing.
How to Write Great Blog Introductions – If an introduction to a blog post doesn’t resonate, people won’t continue reading. We share how to write great blog introductions and examples of bad ones.
Content Promotion Articles
When it comes to promotion, most companies hit publish on their site, send out a few social media updates, and call it a day. Then they pray for organic traffic to start kicking in. In this section on our site, we share how we drive thousands of visitors to a blog post after it’s published – mainly using link building and some paid promotion– but we also share some of our other secrets behind how we promote content.
Content Distribution Strategy – This article shares our approach to driving traffic to blog posts through both paid ads and SEO.
Articles on Increasing Blog Conversions
Once you’ve figured out who to target, what content to create to attract them, and how to get your content in front of them, then the last step is to convert the traffic into signups, leads or purchases. We share some of our tested strategies to help you increase blog conversions. We take somewhat of a contrarian approach when it comes to conversions – instead of “nurturing” subscribers, we typically go directly for the sale. Learn more about our approach below.
Landing Page vs. Blog Post: Which is better for conversions? – Most people think that landing pages are automatically better for conversions, but we share why this thinking isn’t true.
Lead Nurturing vs. Direct Conversions: Which is better? – Most people try to collect emails as their main conversion action, we share why that might not be the best way to optimize for conversions.
Using Your Thank You Page to Generate Leads – We share some ideas on how you can drive conversions from your thank you page.
Measuring Content Marketing and SEO Return on Investment
We share how to measure performance from content marketing and SEO
Most Companies Measure Content Marketing ROI Incorrectly – We share our process for determining the ROI of content marketing.
Content Marketing Attribution – We share our process for attributing leads to content marketing/SEO.
Content Marketing Cost of Acquisition – We share how to calculate the customer acquisition cost from content marketing.
How Long Does It Take to Rank on the First Page of Google? – We often get the questions how long does it take to rank, so we compiled data from all of our client engagements to try to answer that question.
Using GA goals – We share how you can use Google Analytics goals to measure conversions from content.
In this section, we share our thoughts on general marketing strategy that you need to get right before you’re able to do content marketing/SEO.
Is SEO Worth it? – We answer the question is SEO worth it by showing how SEO by analyzing the costs and benefits of the channel.
How to Position your Business – We wrote this guide on what most companies get wrong when it comes to positioning their business and how we think about positioning.
Does Content Marketing Make Sense for Early Stage Companies? – We share why we think early stage companies should wait to do content marketing until they’ve figured out these two things.
How to Conduct User Research – We share the process we use to get customer feedback to help grow a business.
How to do influencer outreach and get a response – We share our cold outreach process that we’ve found gets a above 50% response rate.
Hiring for Marketing Roles
Hiring an SEO – In this guide, we share when it makes sense to hire an agency, freelancer or in-house hire when investing in SEO.
Hiring a Content Marketer – This guide shares how we would think about hiring for a content marketing role.
Why Marketing Has Become the Hardest Position to Hire for – This shares why hiring for marketing roles is so challenging and how to solve the problem.
How to Hire Writers – We wrote this guide that shares our learnings on how to hire freelance writers.
In this section, we share growth stories from various businesses.
Scaling a Digital Agency in a Downturn – CPC Strategy Story – We interviewed our friends at CPC Strategy to share their story about how they grew their agency during the GFC.
Positioning Case Study: How We Created a Premium Content Marketing Service – We share the story and lessons from positioning our content marketing agency.
Profitwell Growth Story – We interviewed Patrick Cambell about how he’s building a company for scale over lifestyle.
Examine growth story – We interviewed Sol Orwell about how we built a 7-figure business off of Reddit.
How this Songwriter got Publicity – We share how this songwriter unknowingly executed a perfect influencer marketing campaign.
Growing a digital agency – We interview Jonathan Dane about how we grew his agency to $1.2M in year 1.
How This Fitness Site Got 1,892 Hyper Targeted Subscribers With Facebook Ads That Cost (Less Than) Nothing – Growth story about how a fitness site grew traffic for free using FB ads.
Shorter thought provoking posts from Devesh and Benji
Tools don’t solve problems – Benji was frustrated by people trying to buy tools to solve problems and he argues why people need to think of strategy first.
Shiny Object Syndrome – Benji writes about how marketers often switch from tactic to tactic instead of staying focused on one strategy.
Why Sales and Marketing Don’t get Along – We share common conflicts between marketing and sales and how to resolve them.
How to Evaluate SEO and Content Marketing Agencies
In this section, we share how our agency is different from other agencies you could choose to do content marketing and SEO work for your business.
Best Content Marketing Agencies – We share 5 different agencies to consider if looking for content marketing services
Choosing an SEO agency – We share 5 factors companies should consider when choosing an agency to work with.
How to Evaluate the Best SaaS Content Marketing Agencies – We share how we would think about evaluating all of the options out there to help SaaS businesses do content marketing.
SaaS SEO Agency – This article shares how we define SaaS SEO and do it differently than other agencies you could choose.
What Separates the Best B2B Content Marketing Agencies? – We share 4 issues with the way that most agencies do content marketing for B2B businesses.
Beginnings of Grow and Convert
In this section, it shares our early blog posts about us growing our site and trying to figure out our business.
Pivoting from a course to an agency – This shares the story behind us failing with our first course launch and why we decided to start an agency instead.
How we turned a failed product business into a $34,000/month service business (GrowthLab) – More detailed story about the multiple pivots in our business that led to an agency.
Why we pivoted from our traffic goal to make money – When we started our site, we had a goal of hitting 40k monthly visitors from content. This post shares why we did away with that goal.
Growth model to predict traffic – We tried to forecast how much traffic we could drive using a growth model and shared how we did against the model.
How We Grew Traffic to 16,000 in 4.5 Months on $52/Month (And Every Tool We Use) – How we grew traffic to 16k in month 4 of our challenge.
Getting 76% Growth in Traffic in One (Leap) Month – How we grew traffic between month 3-4 of our live challenge.
Our 2015 Blog Stats Revealed – Traffic stats from the first 2 months of our live challenge.
Blog Traffic and List Building Update: November 2015 – Our first monthly update from our live challenge.
Our Plan to Grow to 40,000 Unique Visitors in 6 months – Outlines how we planned to grow our site when we started it.
The first Grow and Convert blog post – The first ever blog post at Grow and Convert – it outlines our vision for the site.