Grow and Convert – Customers From Content

It seems like every post they write gets tons of comments, attracts their exact customers, who happily try their product, shop at their store, or talk to their sales team.

Some of these marketers even write recap posts outlining six or seven figures of revenue attributable to leads from the blog.

But most blogs aren’t anywhere close to this.

For most marketers, the blog is a “placeholder”: it exists because they think they should have one, but it only brings in a trickle of traffic, very little comments, and fewer customers.

They end up spending most of their time in other channels, and often begin to resent the need to “publish regularly” (as we’ll show below, that’s not necessary).

For these marketers, content marketing is an expense — but perhaps more toxic, it’s a mental burden.

If you’re blogging for yourself (solopreneur, small agency owners, etc.), you begin to question whether it’s worth it and what you’re doing wrong.

If you’re doing content marketing inside of a company (as a consultant or an employee), you’re well aware that it takes time and money to run the blog, hire writers and pay developers. You may be working hard at it, but the results aren’t coming and meanwhile the CMO and CEO are questioning the ROI of your efforts.

If they pressed you, you’re not even confident you could defend the ROI.

Or, if you’re getting traffic, it’s often not the right kind of traffic: you’re attracting the wrong audience or you’re not seeing any conversions coming from it.

So what are successful bloggers and content-focused companies doing that others are not? What do the marketers inside those companies know that everyone else is struggling to find?

The key is systems.

Getting a steady stream of ideal, ready-to-purchase customers requires a system:

A system for writing content that attracts the right traffic
A system for turning that traffic into leads
A system for diverting some of that traffic directly to a store or pricing page
A system for growth
A system for turning email subscribers into customers
Our Journey
We didn’t always have systems for attracting the a steady stream of target customers to a blog.

It took Benji years of trial and error, reading, and building relationships with experienced marketers to learn systems for what worked.

Once he found that though, he first grew Vistage’s blog from 1,000 to 20,000 uniques a month in one year.

He didn’t just get any old traffic either, the blog was able to attract CEOs from companies with $5M or more in revenue, and convert them to members of CEO peer groups (Vistage’s “product”) all over the country while lowering the cost per lead by 600%.

Then, Benji did this again at ThinkApps, an app development company.

When he started as Head of Marketing, ThinkApps had no blog. Plus it was in a technical niche — he had to write about building great web, mobile and wearable products, and attract product managers, CTOs, and CEOs from fast growth and enterprise companies.

By implementing proven systems to attract the right audience (startup CEOs, product managers, and developers looking to build an app), he was able to grow their blog from 0 to 12,000 organic visitors in 6 months, and 0 to 35,000 unique visitors in 6 months.

Introducing the Customers from Content System
While we’ve been busy doing everything you’ve just read above, we’ve been testing dozens of content types, promotion techniques and conversion tactics, and we’ve distilled it down to a 6 part system for getting a steady stream of customers through content.

We call it the Customers from Content System and we’ve developed a complete online video course to teach it to you.

What You’ll Learn in Customers from Content
Customers From Content is a 6 module video course, fully online, that you can access from anywhere anytime you like.

Module 1 – Know Exactly Who to Target
Most content marketers don’t have a deep understanding of who they’re marketing to. This handcuffs them to producing crappy fluff content forever. After this module you’ll have the skills to avoid this trap and level up your content.

We walk you through detailed examples of mirage content vs. high quality content and breakdown the difference
You’ll immediately start understanding what makes good vs. bad content, and your creative wheels start turning
You’ll learn how to narrow down and identify the specific customers for which you should generate content.
You’ll learn our process for getting super deep on understanding the pain points of your best customers
You’ll learn the specific user research tactics we use to get customer information