A B2B blog strategy clearly defines the who, what, why, and how of your blog:  Why do you have a blog? Is the intention to drive high-quality leads or traffic? (Despite common misconceptions, driving tons of traffic doesn’t automatically guarantee that any of that traffic will turn into quality leads.) What type of strategy will you use: SEO or non-SEO focused?  Who is your target audience and what interests them? How will you produce content: in-house or by outsourcing? After answering each of these questions in detail, you’ll also need to carefully consider how you implemen ..read more

When people talk about outsourcing content creation, we’ve noticed they typically fall into one of two buckets: Bucket #1: They want to use content as a marketing channel that drives increased traffic, leads, and sales (i.e. what our agency would traditionally refer to as content marketing). Bucket #2: They want to use content as more of a thought leadership and brand-building effort, and they’re not as concerned about measuring specific metrics related to business growth. Think: ghostwriting for the CEO, producing interesting story articles to share on social media, etc.  If you’re i ..read more

Many of you may not know this, but we started Grow and Convert with a public challenge: Can we grow our site to 40,000 users/month in six months? (You can read that piece here.) There were two main reasons behind launching this challenge and setting this goal: We were unknown entities in the content marketing world. We thought that instead of sharing content marketing strategies, the best way to build trust and show people that we knew what we were doing would be to publicly pursue the challenge of growing a site from scratch. In addition, this would force us to work hard from day one to gr ..read more

We’ve been running our content marketing agency, Grow and Convert, for 5+ years now. In that time, we’ve worked on content writing and SEO strategy for dozens of clients, including SaaS businesses, B2B service businesses, and B2C companies. From several years of experience, as well as countless conversations with other businesses doing content marketing (both in-house and with agencies), we’ve developed a good sense of what businesses are looking for when they hire content marketing agencies, what they’re disappointed by in the ones that don’t work out, and what true growth looks like in a suc ..read more

Our following research takes a deep dive into the financial landscapes of the Fortune 500 global companies list, unraveling the intricacies of their profitability and disparities between U.S. and international counterparts.  In the fiscal year ending March 31, 2023, the top 500 companies amassed a staggering $41 trillion in revenue, yielding a profound $2.9 trillion in profits. The U.S. emerged as a profit behemoth, with its 136 Fortune 500 companies contributing a massive 38% to the global profit pool. This study meticulously examines sector-wise profitability, country comparisons, and t ..read more

In our experience, the content creation process used by most brands, agencies, and freelance writers is flawed, which is why many companies struggle to produce high quality content that they’re actually proud of and feel is a good representation of their brand. The flaws of the typical process, which we’ll discuss below, stem from issues related to who is tasked with writing, what information they’re given, feedback coming too late in the process, and an overreliance on SEO tools to drive the direction of content. As a result, brands end up with poor quality, beginner level content that lacks ..read more

The holy grail for every content team is to have their company be known for the content that they produce. More specifically, brands want to be able to create a narrative that separates them from their competition. Some brands have been able to do this successfully, for example: Drift was able to separate itself from all of the other “chatbots” by creating the concept of conversational marketing and evangelizing it through content. Clearscope was able to set itself apart from other SEO tools by sharing long-form webinars and videos, where their founder analyzed detailed examples and case studi ..read more

It’s very common for companies to do search engine optimization (SEO) for months or years, and still not rank for any of the keywords they want to target.  In some cases, they’re not sure why they’re not ranking. In others, they attribute the issue to factors such as having a lower domain rating than their competitors, or not having enough budget to build sufficient backlinks to their content.  In our experience, while domain rating and backlinks are important (i.e. you can’t have a DR of zero to rank and you usually need to do some link building), it is  ..read more

Long-tail keywords are extremely valuable because they often indicate a lot of buying intent, show specificity in that buying intent, and usually have less competition. If you can rank for these keywords, you can get in front of Googlers who are a) looking for your exact products or services, and b) intend to make a purchase. But in our experience working with many dozens of companies over the years, most try to rank for them with product pages (eCommerce) or a few “Solutions” or “Use Case” pages (SaaS).   What we’ve learned after publishing and tracking hundreds of pieces of content ..read more

Many companies are interested in either (a) how to create competitor comparison pages or (b) how to improve rankings or conversion rates from the ones they already have.  And for good reason. As we’ll show below, competitor comparison landing pages are some of the highest converting page types we have seen from the thousands of articles we’ve published for clients over the years. So, in this post, we’re going to define what these pages are, discuss the main reasons why they’re worth creating for many businesses, and share three unique comparison page strategies that we’ve l ..read more