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Please introduce Intergrowth to our audience. What’s your story and how has it evolved so far?What makes you stand out from the competition?Why is having a content marketing strategy so important these days?What are the essential elements of a content marketing plan?Based on your experience, what are the biggest challenges marketers are facing today?And what marketing trends are going to be key in the next few years?Lastly, any exciting news or developments that you would like to share about Intergrowth?
Please introduce Intergrowth to our audience. What’s your story and how has it evolved so far?Intergrowth empowers the underdogs. We partner with high-growth businesses to overtake the industry leader as fast as possible. We identify the themes your customers search for online every day. We write the best resources on the internet about those subject matters and optimize those resources for search engines. Then, we build links to those articles from the best websites on the internet so you outrank your competitors and win the customer. Intergrowth started back in 2016. My business partner, Dave Freund, and I were working at another digital marketing agency. We had grand visions of evolving that agency during our first six months there. Understandably so, the agency had been growing for the past decade and wasn’t going to rebuild their business based on the opinions of two twenty-something-year-old kids that worked there. Six months in, we decided to start building our agency. We built our agency on two core beliefs:
- The freelance economy and remote work are the future
- Process should drive everything we do.
What makes you stand out from the competition?Process. Every member of our team follows the same framework for helping businesses grow. The result is consistent excellence in everything we produce through a streamlined framework that allows us to drive far more business growth per dollar invested than other agencies.
Why is having a content marketing strategy so important these days?Content marketing is getting more buy-in from industry-leading brands every day. Smaller brands must be strategic with where they choose to compete. Otherwise, they’ll find themselves struggling to compete with businesses that have more resources at their disposal. The most successful brands identify the goals of their content marketing efforts and create the types of content that set them up to achieve those goals as effectively as possible.
What are the essential elements of a content marketing plan?The best content marketing plans focus on producing four types of content. We use the following terms to define those types of content:
- Awareness Content — educational content defined based on the topics your customers seek out on search engines every month. The top 1% of content marketers will see Awareness Content generating the most organic traffic to their site, helping them to connect with potential customers. This content will drive visibility, but few leads/sales, which is where the second type of content comes into play.
- Sales Centric Content — resources designed to increase revenue for your business. In most cases, few of your customers will go to search engines for themes related to your solution. As a result, this content won’t drive much visibility from search engines like Google but will generate significant revenue per reader. We break this content into two subcategories:
- Revenue Creators drive more revenue to your business by showing potential customers how you can help them solve their problems and achieve their goals. Examples of Revenue Creators are case studies about how you helped past customers and “vs” articles that compare your business to a competitor.
- Revenue Preservers create a better experience for existing customers through product training, customer service resources, and more. These resources will help your customer to succeed after they make an initial purchase, and thus make them more likely to continue paying for your product/services (in the case of ongoing service fees), or purchase from you again in the future.
- Thought Leadership Content — resources that showcase your expertise in your industry. These resources are designed to demonstrate your expertise to others in your industry, who will then be more likely to share other content by you with their audience in the future.
- Culture Content — resources that share your team culture and information about employees at your company. Culture content helps build the personal brand of everyone on your team and demonstrates to potential hires why your company is a great place to work.
Based on your experience, what are the biggest challenges marketers are facing today?The biggest challenge today’s marketers face is keeping their audience’s attention in an era of information overload. A 2009 study from UCSD found the average individual consumes 34 GB of data per day. I’m confident this number has only increased. Today’s marketers must master the art of:
- Catching their customer’s attention,
- Keeping their attention long enough to deliver their message,
- And convincing their audience that their product/service is the right solution for that customer
- When that customer is ready to make a purchase.