B2B Content Promotion with Benji Hyam

TL;DR

Benji Hyam shares insights on content promotion and pain-point SEO.

Transcript

everybody welcome to another great episode of content conversation today I'm excited to be welcoming Benjie Heim of grown convert another amazing content marketing agency here in San Diego and around the world definitely remote focus and today we're excited to be talking about content promotion welcome megi thank you [Applause] we're definitely pum... Read More

Key Insights

• Benji Hyam co-founded Grow and Convert after a debate on content marketing's effectiveness with his now co-founder, Davis.
• Community content promotion involves engaging with target audiences online, although it's a manual and challenging process.
• The agency uses a combination of community promotion, Facebook advertising, and link building for effective content promotion.
• Pain-point SEO focuses on addressing specific customer problems rather than high-volume keywords to attract high-intent traffic.
• User research involves understanding customer pain points and challenges, which informs content creation and promotion strategies.
• The agency's operational success relies on a division of responsibilities between co-founders, with Benji focusing on content strategy.
• Remote work challenges include training and communication, emphasizing the need for detailed training programs and proactive engagement.
• The agency reports on traffic growth and conversion rates from content, using tools like Google Analytics to measure success.

Questions & Answers

Q: How did Grow and Convert start?

Grow and Convert started after Benji Hyam and his co-founder Davis had a heated debate about the effectiveness of content marketing. Benji, who had successfully used content marketing to grow a business, convinced Davis to start a blog with him, which later evolved into their agency.

Q: What are the main content promotion tactics used by Grow and Convert?

The main content promotion tactics used by Grow and Convert include community content promotion, Facebook advertising, and link building. They focus on engaging with target audiences in online communities, using Facebook ads to reach cold and lookalike audiences, and building links to increase content visibility.

Q: What is pain-point SEO and how is it used?

Pain-point SEO is a strategy that focuses on creating content that addresses specific customer problems and questions. Instead of targeting high-volume keywords, Grow and Convert targets lower-volume keywords with high intent, which are more likely to convert. This approach builds trust with the audience and drives more relevant traffic.

Q: How does Grow and Convert report on their content marketing efforts?

Grow and Convert reports on their content marketing efforts by tracking traffic growth and conversion rates using Google Analytics. They set up goals to measure conversions from content and use the model comparison tool to assess the impact of their content on lead generation and trial sign-ups, focusing on first-touch attribution.

Q: What challenges does Grow and Convert face as a remote team?

As a remote team, Grow and Convert faces challenges in training and communication. They address these by developing detailed training programs, using video and written documentation, and maintaining proactive engagement with team members. Hiring freelancers with previous remote work experience has also been beneficial.

Q: How does Grow and Convert use Facebook advertising in their strategy?

Grow and Convert uses Facebook advertising to target interest-based cold audiences, create lookalike audiences based on visitor behavior, and retarget users who have interacted with their content. This approach helps them reach a wider audience and drive traffic to their content, complementing their SEO efforts.

Q: What is the role of user research in Grow and Convert's strategy?

User research is crucial in Grow and Convert's strategy, as it helps them understand customer pain points and challenges. They conduct sessions with clients to gather insights from sales and marketing teams, which informs their content creation and promotion strategies, ensuring that the content resonates with the target audience.

Q: How does Grow and Convert handle content promotion for new sites?

For new sites, Grow and Convert focuses on producing content that is shareable and engaging, rather than solely targeting keywords. This involves community promotion to drive initial traffic and build backlinks, while simultaneously developing SEO content for long-term growth. This balanced approach helps new sites gain visibility and traction more quickly.

Summary & Key Takeaways

• Benji Hyam of Grow and Convert discusses their approach to content promotion, focusing on community engagement and pain-point SEO. The agency's strategy involves understanding customer needs and creating content that addresses specific challenges, rather than chasing high-volume keywords.

• Community content promotion is a manual process that requires active participation in online communities. The agency also uses Facebook advertising and link building to drive traffic and conversions, with an emphasis on understanding customer pain points through user research.

• Operating as a remote team, Grow and Convert faces challenges in training and communication. The agency emphasizes detailed training programs and proactive engagement with team members. They report on traffic and conversion growth, using Google Analytics to track content performance.