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

Grow and Convert – Customers from Content Information

GROW YOUR SITE TRAFFIC AND DRIVE QUALIFIED LEADS FROM CONTENT MARKETING

The only content marketing system designed specifically to help B2B companies create standout content and generate qualified leads in a predictable and measurable way.

This system is designed exclusively for B2B companies to help them build consistent traffic that generates highly qualified leads, and positions your company as a thought leader in your industry in a predictable, measurable way.

OUTCOMES YOU CAN EXPECT FROM OUR PROGRAM

We’ve assembled our system into a video and action based online training program, with options to work 1-on-1 with us in person or over the phone, so any B2B content marketer, marketing team, agency, or entrepreneur can apply it to their own business to:

• Generate tens (or hundreds) of thousands of views every month to their blog.
• Get better qualified traffic, so your content gets in front of your target customers.
• Use tested conversion techniques to convert that traffic into qualified leads.
• Build a writing team to scale content production with limited resources.
• Done right, high-quality B2B content marketing can generate leads at extremely competitive customer acquisition costs (CAC), and our system will show you:
• How to measure leads generated from content marketing so you can take the blindfolds off and know exactly what you’re getting in return from content efforts.
• How to calculate content marketing CAC and compare it to acquisition costs from other channels like outbound sales and paid ads.

Here’s what you’ll get in Grow and Convert – Customers from Content

MODULE #1: KNOW EXACTLY WHO TO TARGET

User Research

You’ll learn:

• 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

Content Strategy

You’ll learn:

• 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

Content Promotion

You’ll learn:

• 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

Conversions

You’ll learn:

• 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

Analytics & Cost Acquisition

You’ll learn:

• 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

Hiring & Outsourcing

You’ll learn:

• 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.

Who is Grow and Convert – Customers from Content course for?

1. B2B companies looking to increase inbound lead flow. You have highly specific buyers, for example, you sell a product or service to specific job titles, for specific company sizes, with specific needs. This system is custom made for your exact use case. You’ll get a complete process built around attracting your ideal customers and covering content creation, promotion, conversion, and analytics, then ending with a process to scale this entire operation.
2. Senior marketers looking to hire (or just having hired) a content marketer. If you’re a Director, CMO, or equivalent with plans to build your content operation, this program is ideal to serve as an onboarding or training tool for you new hire and/or to help you clarify who to hire. Remember, you will have direct access to us and other companies in the program via the private Slack group to get additional hiring and candidate feedback.
3. Junior level marketers who have beginner to intermediate level experience in content marketing and want to level up their skillset and career. You will learn a complete B2B content marketing process (including advanced concepts) that will let you help you become a top performer in your current company and will set you up for long term success in your career.
4. Founders of B2B companies looking to scale using content marketing as an acquisition channel. If you want to show investors (and yourself) acquisition channels with lower costs of acquisition than outbound sales, this program is ideal. Hiring a “blogger” to “throw up some blog posts” is not going to cut it. This program will show you how to drive real business and scale a team at a competitive CAC.
5. Agency owners and consultants looking to attract more ideal, high-end clients. You will learn how to focus content on your ideal client profile, write highly specific top and bottom of funnel content for them, promote where they’ll see it, and convert traffic into leads. We’ve tested this system directly on agencies (software development, marketing, etc.), and both instructors have direct experience in agencies.
6. Freelance and contract writers looking to expand their skillsets so they can offer content based services beyond just marketing. You can use this program to masterfully expand your offerings into user research, content strategy (backed by user research), content promotion (a huge pain point for B2B companies), content conversions, and even managing a larger writing team.

About Benji Hyam & Devesh Khanal

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.

Benji Hyam

Before Grow and Convert, Benji ran marketing for two venture-backed startups in San Francisco where he primarily used content marketing to scale acquisition efforts. He 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 he worked in marketing roles in San Diego at a large private company, a mid-size public company and 2 early stage startups.

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