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Moving The Content Needle With Benji Hyam from Grow and Convert [#AtomicFeature:002]


Recently, we tapped into 242 of the top content marketing influencers to find out exactly how they're thinking about content marketing today.

Seeing as they are the best of the best, we did not want to withhold any of their valuable insights.

benji-hyamBenji Hyam blessed us with tips on how to move the content marketing needle.

Hyam has led marketing initiatives for two venture-backed startups in San Francisco, and has been featured on the Growth Hacking podcast and The New York Times.

He is the Co-Founder of Grow and Converta full-service content marketing agency that has worked with companies like Patreon, Leadfeeder, Upstart, and many others.

Check out some of his thoughts below:


1. What are the elements of a successful Content Marketing program?

1. Customer Research - figuring out who the best customers are (who inside of the company we are targeting), and what they care about (pain points, questions, and interests).

2. Content Strategy - starting with customer research allows us to write articles that we know the audience cares about and helps us target those articles based on which have the highest likelihood of converting - ie. pain point SEO

3. Promotion - we have two types of promotion that we do regularly:

  • community content promotion (finding out where the target audience hangs out online and then manually promote the articles in those places),
  • paid promotion through Facebook (interest based targeting, lookalikes, and active link-building)

4. Conversions - if we know who the audience is and what they care about, we create content that's interesting to them or solves a pain, we promote it in the right places, then our content will yield conversions. On the conversion side, we push people directly towards the action we want them to take (free trial or filling out lead form) over email capture and nurture.


2. What are the most common mistakes you have noticed marketers make with their Content Marketing?
  • They produce content that their audience doesn't care about (no customer-content fit).
  • They produce content that drives traffic but doesn't drive conversions (goes after high volume keywords w/ little to no intent).
  • The content they company produces isn't writing at the level of their audience (ie. a writer with no industry experience is writing for a VP of Marketing)
  • The company hopes and prays for traffic, shares out on their social channels and calls it a day - but they don't have a strategy to drive traffic.


3. In your opinion, which brand does Content Marketing really well? Why?

First Round Review, the topics they write about are directly related to pain points and challenges their audiences faces.

Additionally, they conduct interviews with real industry leaders and their articles are robust and well-written.


4. What is your favourite content marketing tool (or hack or resource)?

Using Google Suggested Search to identify blog topics.


5. What are your predictions for Content Marketing in 2019 and beyond?

It's going to keep getting harder and only the brands that think about their customers, invest heavily on training writers, and stay one step ahead of the competition will win.


6. How will AI or Machine Learning impact Content marketing?

I don't think it will be as impactful as people think it will.

Strategy will win and AI (as of now) isn't better than a human. It might help with proofreading and stuff like that, but it won't really impact the way content marketing is done as a whole.

7. What advice would you give to a content marketing newbie?

Spend your first 1-3 months learning about your customers -- hop on calls with them, meet with them, survey them, etc.

The biggest needle mover will be knowing what they care about and have challenges with.



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Published on February 18, 2019

Topics Content Marketing Trends Content Marketing Influencers