Introduction (to me)
Business books usually start with a passage from the author where they put in the hard sell on themselves. That makes sense, you’re probably still deciding whether to invest the next few hours peering into their brain.
Sadly, I am not a particularly impressive person, so this book will not start with a list of accolades. I don’t have a trophy cabinet full of awards, I’ve never worked at Google, and I don’t have an owl’s neck that can swivel around to give you a 360-degree view of the software industry.
However, I can offer something you won’t find in any other book. Over seven years spent trying to figure out how to grow software businesses with content marketing, I’ve developed an approach for early-stage B2B software businesses that works very well.
And perhaps because I feel like I have a lot to prove, I’ve squeezed every element of this approach into an easy-to-follow sequence. It’s thorough, yes, but it’s also the quickest way to introduce a joined-up content strategy from scratch.
I also want this book to be the antidote to skim-the-surface strategic recommendations and out-of-context tactical instructions you’re more likely to read online. There’s lots of helpful information around on how to build and launch a content strategy, but as far as I know, this is the only guide that takes you from start to finish, with all the pitstops and sanity checks you need to get content right first time.
Following this approach has helped me achieve results for clients that I’m proud of, and I’d be doubly proud if it helped you do the same. Here are some highlights:
- Brought in 4X organic-sourced leads in nine months for online finance provider Uncapped
- Won millions of organic social impressions and 17X sign-ups from blog for Adobe-acquired content scheduling tool ContentCal
- Grew pipeline 3X after repositioning and relaunching content workflow platform Lets Flo
- Doubled revenue and grew pipeline 5X in a year for ecommerce agency Nest Commerce
So let’s get started, shall we?
Introduction (to you)
How rude of me. I was so busy talking about myself that I forgot to introduce you. Before we get going, I’ll make a few assumptions about who you are and where you’re at with your business’s growth.
If I’ve got this wrong, and I’m introducing you to a version of yourself you don’t recognize, maybe you should put the book down and consider whether it’s worth pretending to be someone you’re not for the sake of a book about marketing.
Anyway, these are the on-the-door requirements for this book to be worth your time.
You’re either a founder, you’re responsible for revenue at your organization, or you’re a marketer. You might also be a consultant looking to swat up on how you approach content strategy for your clients.
You’re probably working towards hitting your first $1M ARR, though if you’re late to content, you may have already passed that milestone. If you’re raking in more than $5M ARR, this book probably isn't for you.
You’re also likely to relate to a few of these statements:
- You depend on ads too much
- You've not tried content yet
- You think you mishired a content marketer
- You’ve tried content already but you didn’t see results
- You need to finally get started with marketing in earnest
- You need to put together a content strategy but don’t know how
- You want to hire a content marketer but you don’t know what to look for
- You’re producing a lot of content, but you don’t understand its relationship to bringing in new business
But most of all, you want to grow your B2B software business with content. If that’s not true, I don’t know how on God’s green earth you made it past the front cover but now would be a perfectly acceptable time to stop reading.
Whoever you are, and whatever your situation, welcome.
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