Grow and Convert – Benji Hyam & Devesh Khanal – Customers from Content

INTRODUCING CUSTOMERS FROM CONTENT

A B2B Content Marketing System

These challenges and mistakes for B2B marketers are real. We had to learn them the hard way. Over the years we’ve devised solutions to all of the mistakes and challenges B2B marketers face in regards to content marketing. That’s why we partnered together to join our years of experience building traffic and converting it to develop a complete system for B2B content marketing: Customers from Content.

Customers from Content is a complete system, which means it covers the entire process of generating steady, predictable leads from content marketing, whether you’re starting content marketing from scratch or growing an existing operation:

• MODULE 1
  UNDERSTANDING TARGET CUSTOMER
• MODULE 2
  CONTENT STRATEGY
• MODULE 3
  PROMOTION & DISTRIBUTION
• MODULE 4
  CONVERTING TO LEADS
• MODULE 5
  ANALYTICS & ROI
• MODULE 6
  SCALING & HIRING WRITERS

Over the past 18 months, while we’ve been writing blog posts under Grow and Convert in the foreground, we’ve been applying our system to over a dozen companies, having multiple phone calls and lessons over many weeks or spending full day intensive sessions with them in their office.

We’ve been tweaking and applying and tweaking and applying.

Now we’ve assembled all of the strategies we’ve tested on real companies into an online self-paced training program so that any B2B marketing team, individual marketer, agency owner, or entrepreneur can use it to grow traffic, leads, and sales from content.

The online program is like nothing we’ve produced before.

It includes:

• 38 HD streaming videos that explain each module and lesson of our system in-depth (in 7-20 minute digestible videos)
• Devesh or Benji narrating in each video, giving a personal feel through the entire program (screenshots below)
• Detailed downloadable slides for each video that you can share with your team or reference at any time
• Examples, case studies, and teardowns of multiple different B2B businesses in each module
• A live, editable Working Document with action items and brainstorming ideas where you’ll build your content strategy as you go
• 2 custom spreadsheet models to calculate Cost of Acquisition and decide which conversion path is best for your business
• 3 Live, recorded Q&A video calls with Benji and Devesh where you can ask detailed questions and get answers
• Access to the private CFC Slack Group where you can network with and learn from the CFC community

When you apply this system, you’ll be able to:

• Produce high quality, relevant content that attracts your company’s ideal customers.
• Have a plan to promote each piece beyond just sharing on social media.
• Know beforehand which posts will likely convert leads and which won’t.
• Create tailored calls to action for key articles.
• Know when to capture emails to nurture or when to go directly of the sale.
• Calculate ROI & model the CAC of your content marketing (vs. sales and paid media CAC)
• Build and manage a team of writers to scale your content operation

Here’s what you’ll get in Customers from Content:

MODULE #1: KNOW EXACTLY WHO TO TARGET

• The #1 mistake B2B content marketers make (that makes it difficult for them to attract qualified leads.)
• How to identify your absolute best customers (even if you serve multiple company sizes or verticals)
• Our 3 layers of tactics to deeply understand the pain points of your target customers. Once you do this, solving Challenge #2 above becomes infinitely easier.
• Crystal clear teardowns of specific content vs. mirage content
• How and why the main problem stems from a lack of user research, not writing style or experience.

You’ll get an exact action plan in your working content strategy document to take action immediately.

MODULE #2: CREATE OUTSTANDING CONTENT

• Our 6 B2B Content Frameworks.
• How to produce focused, specific content that attracts the right audience.
• How the 6 frameworks can be used to attract customers at different stages of the buyers’ journey (most content marketers don’t think of content in this way).
• The right mix content frameworks for a good blend of leads and traffic.
• Multiple teardowns of content in the 6 frameworks.

You’ll take action immediately by developing ideas for each framework in your working content strategy document. You can also get quick feedback from us and other members in our private Slack group.

MODULE #3: PROMOTE WHERE YOUR CUSTOMERS ARE

• Why just “sharing on social” and “sending an email” isn’t enough to get your content seen by your ideal customers
• How to flip your thinking about promotion from a list of channels to a deep understanding of your target customers’ online behaviors
• Our Community Content Promotion Strategy
• How to develop targeted partnerships with influential sites
• How to “work your way up” with influencers and sites to slowly build credibility
• When to have guest posts on your site vs. guesting posting on other sites
• How to leverage certain content frameworks into PR opportunities that drive tons of traffic.

You’ll take action immediately by developing a list of promotion channels and communities in your content strategy working document and having a new process to promote your content before and after it’s published.

MODULE #4: CONVERT CONTENT TRAFFIC INTO SALES LEADS

• Why deciding between email newsletter (nurture) based CTAs and direct lead capture is the most important conversion decision you’ll make.
• Pros and cons of 8 different call to action (CTA) placements.
• Why thinking of CTAs and conversions on a post-by-post basis is critical (And how other content marketers just don’t think like this.)
• When it makes sense to intentionally decrease conversion rates to improve lead quality.
• When it makes sense to AB test so you’re not constantly feeling “AB testing guilt”.
• See actual examples of content-based AB tests so you know where to focus.

You’ll take action immediately via a recommended starting point for your blog’s calls to action and a framework to customize and optimize from there.

MODULE #5: THE ROI OF CONTENT MARKETING

• Our model for computing customer acquisition cost (CAC) of content marketing
• Our simple models for sales and paid ad CAC
• How to compare content marketing CAC to sales and paid ad CAC
• How to use the model to determine 1 month, 3 month, and longer term goals
• How to decide which factors affect CAC a lot versus which don’t matter
• Setting up Google Analytics goals to measure leads from content marketing
• The handful of Google Analytics reports that matter for content marketers and which you can stop worrying about

You’ll take action by customizing the CAC model for your own business and using it to determine what your near term and long term goals for content marketing are. This will help focus your team (if you’re the manager) or your managers (if you’re the marketer) with actual numbers instead of just debates and opinions.

MODULE #6: SCALING YOUR CONTENT MACHINE

• Why it doesn’t make sense to ask a single content marketer to also write all the content (and where this person should be focusing instead)
• How to create high quality content using outsourced writers
• How to find freelance writers (even if you’re in a technical niche)
• How to evaluate freelance writers (easy, multi-filter process)
• How much to pay freelance writers
• How to manage freelance writers and integrate them on your team
• Why using agencies to outsource writing (or all content marketing) doesn’t align incentives (and therefore often leads to frustration on both sides)
• When it makes sense to hire additional employees vs scale with freelance

You’ll take action by customizing the CAC model for your own business and using it to determine what your near term and long term goals for content marketing are. This will help focus your team (if you’re the manager) or your managers (if you’re the marketer) with actual numbers instead of just debates and opinions.

INSTRUCTORS

Benji Hyam

Before Grow and Convert, Benji Hyam ran marketing for two venture-backed startups in San Francisco where he primarily used content marketing to scale acquisition efforts. Benji Hyam grew multiple blogs from scratch to between 20,000-35,000 monthly unique visitors which generated hundreds of thousands of dollars in revenue for companies he worked at. Before that Benji Hyam worked in marketing roles in San Diego at a large private company, a mid-size public company and 2 early stage startups.

Devesh Khanal

Alongside Grow and Convert, Devesh founded and runs Growth Rock, a conversion optimization agency based in San Jose, CA, which has helped multiple 7 and 8-figure businesses grow revenue by optimizing conversion rates. This includes deep expertise in conversion optimization from content and blog pages. He has an engineering Ph.D. from U.C. Berkeley and has written for or been interviewed on Forbes, Kissmetrics, CrazyEgg, and more.

Salepage: Grow and Convert – Benji Hyam & Devesh Khanal – Customers from Content

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