What Content Should You Produce to Generate Leads? First 3 months of content strategy
10/25/22 • 57 min
In Episode 3 of Grow and Convert Deep Dives, we took a question from Elliott Davidson, where he asked us: "What are your go to posts you know straight out of the gate will help you start lead generation for a new client engagement? Even better if they have no domain rating (DR) for the purposes of this conversation. i.e. founder story backed in with pain points etc." and answered it using 3 different company examples.
In this episode we explained how we would think about forming a blog content strategy in the first few months of a client engagement, specifically what topics we'd go after, what keywords we'd target, and more!
Sections of the episode:
0:00 Intro
4:35 How customer research ties into content strategy
10:05 A High-level overview of our content strategy
11:28 ParcelMaster content strategy
20:07 Quick note about selling in blog posts
23:33 Making SEO content interesting
26:54 What are disruption stories? And how we use them
36:25 Case Study Buddy Content Strategy
48:55 Summarizing the first 3 posts we’d produce for Parcel Master
51:33 Devesh’s “Rant”
54:03 Summarizing Case Study Buddy’s first 3 pieces
55:44 Testbox.com content strategy- rapid-fire
Websites we case studied:
https://parcelmaster.com/
https://casestudybuddy.com/
https://www.testbox.com/
Articles we shared
Rainforest QA disruption story: https://www.rainforestqa.com/blog/acc...
Work with our content marketing agency
https://www.growandconvert.com/conten...
Take our content marketing course
https://www.growandconvert.com/top-co...
In Episode 3 of Grow and Convert Deep Dives, we took a question from Elliott Davidson, where he asked us: "What are your go to posts you know straight out of the gate will help you start lead generation for a new client engagement? Even better if they have no domain rating (DR) for the purposes of this conversation. i.e. founder story backed in with pain points etc." and answered it using 3 different company examples.
In this episode we explained how we would think about forming a blog content strategy in the first few months of a client engagement, specifically what topics we'd go after, what keywords we'd target, and more!
Sections of the episode:
0:00 Intro
4:35 How customer research ties into content strategy
10:05 A High-level overview of our content strategy
11:28 ParcelMaster content strategy
20:07 Quick note about selling in blog posts
23:33 Making SEO content interesting
26:54 What are disruption stories? And how we use them
36:25 Case Study Buddy Content Strategy
48:55 Summarizing the first 3 posts we’d produce for Parcel Master
51:33 Devesh’s “Rant”
54:03 Summarizing Case Study Buddy’s first 3 pieces
55:44 Testbox.com content strategy- rapid-fire
Websites we case studied:
https://parcelmaster.com/
https://casestudybuddy.com/
https://www.testbox.com/
Articles we shared
Rainforest QA disruption story: https://www.rainforestqa.com/blog/acc...
Work with our content marketing agency
https://www.growandconvert.com/conten...
Take our content marketing course
https://www.growandconvert.com/top-co...
Previous Episode
Why A Media Company Content Strategy Doesn't Make Sense for Most Businesses
In Episode 2 of Grow and Convert Deep Dives, Devesh and Benji discuss why they don't believe a media company content strategy makes sense for most businesses. They argue that this strategy makes sense only for certain types of businesses and that there are things you should prioritize doing prior to adopting a strategy like this. They share examples of "media company" content businesses, explain why the strategy is flawed, and share ideas on what you should do instead.
Articles mentioned in this podcast:
Geekbot Case Study:
https://www.growandconvert.com/conten...
Interested in working with Grow and Convert?
https://www.growandconvert.com/conten...
Interested in taking our course?
https://www.growandconvert.com/top-co...
Next Episode
Average Blog Conversion Rates + Can a Blog Post Convert Higher Than a Landing Page?
In Episode 4 of Grow and Convert Deep Dives, we argue against the prevailing wisdom that landing pages convert better than blog posts. We share conversion rate data from two different clients of ours - both a mid-market/enterprise demo based SaaS company and a B2SMB self service SaaS company- and show how we're getting 2%+ average conversion rates on our blog posts and compare those stats to how their sites convert overall from organic.
Then we share data on what we've seen for average blog conversion rates and share what we think a good conversion rate target should be for each individual blog post.
Lastly, we share 3 examples of us outranking landing pages with blog posts and debate why we think landing pages are usually better to go after high intent keywords with-- and how we think they may have higher conversion rates (even if the landing page were to rank higher than our blog post).
This one gets pretty nerdy into the numbers, hope you enjoy it.
Articles mentioned:
https://www.growandconvert.com/conver...
https://geekbot.com/blog/slack-retros... (example 1)
https://scribemedia.com/memoir-ghostw... (example 2)
https://www.tapclicks.com/resources/b... (example 3)
Interested in working with us? Fill out the form below:
https://www.growandconvert.com/conten...
Sections of our podcast:
0:00 What we’re going to talk about in this video and why
3:53 Blog vs. Site Conversion Data, Client Deep Dive- Mid-Market/Enterprise Demo Based Sales
14:50 Measuring your organic performance relative to the rest of the site
19:55 [Graph] G&C blog posts conversion rates vs. all other organic sources
21:53 Blog vs. organic website conversion data client deep dive example 2- B2SMB, Self Serve
33:46 Landing Page vs. Blog Post Debate / Example 1 (Geekbot) - Self Serve
43:01 Landing Page vs. Blog Posts Debate / Example 2 (Scribe Media) - Service
52:39 Landing page vs. blog post debate / Example 3 (Tapclicks) - Demo Based Product
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