In this episode of 95% Content, Erik Jacobson talks with Jamie Pagan (Director of Brand and Content at Dealfront) about how he built a content engine from nearly scratch in just over a year. When Jamie joined Dealfront, he identified a "brand lag" problem.
They were getting millions of organic search impressions, but only a fraction of those people actually knew who Dealfront was. The solution was building a content strategy focused on the 95% of buyers not in-market yet.
Here’s what you’ll learn in this episode:
- The overall content strategy driving 20% year-over-year growth in branded search for Dealfront
- The Dealfront playbook of using multiple video series (and their own streaming platform) designed to capture attention and affinity with the 95%
- The “Teach, Show, Grow” framework Dealfront uses to guide their content strategy
- How to track layered metrics to prove content success
- Why Dealfront's “Playbooks” drove 130% month-on-month growth in search impressions and 4x higher conversion than their blog
- How a third of “Playbook” readers are existing customers (vs 5% for blog), making it a strong retention and activation play as well
- How to build SOPs and templates to scale content production sustainably
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This episode is brought to you by Hatch.
Hatch is a video-first content agency that creates short-form video content, video podcasts, and YouTube videos for B2B companies who want to run an efficient content engine and be seen as the #1 choice to future buyers.
To learn more, go to hatch.fm
