Issues - Copy Weekly

Issue #9 – How Steli Efti’s Content Strategy has Evolved from Growing Elastic Sales into Close

Subscribe: iTunes | Spotify | Google Play Before Close.com was Close.io, they were Elastic Sales — an outsourced sales company for startups. Steli Efti bootstrapped Close since the beginning, meaning they didn’t have mountains of cash to fuel customer acquisition. Instead, content has been a central component since day one. Here’s how their strategy has …

Issue #8. Here’s How Nigel Stevens Dominates SERPs with Zero-Sum SEO

Subscribe: iTunes | Spotify | Google Play Nigel runs Organic Growth Marketing, delivering SEO and content marketing for primarily B2B SaaS companies. They specialize in building SEO programs from the ground up, and working with established companies that already do content well and are wanting to level up their SEO. In this interview Nigel delves into …

Issue #7. How Naser Alubaidi Runs Content Partnerships with HubSpot, Unbounce, Wistia, GoToWebinar, and More

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Naser Alubaidi is a growth marketer at Venngage, where he focuses on everything from developing top-of-the-funnel awareness to solidifying bottom-of-the-funnel retention.

Over the past few months, Naser has helped quarterback content partnerships with other tech titans like HubSpot, Unbounce, Wistia GoToWebinar, and dozens more.

Here’s how Naser comes up with these content partnerships, structures them, and executes to make sure they’re a success for every partner involved.

Issue #6. How Lianna Patch Successfully Fuses Copy + Humor to Sell More Products

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Lianna Patch is a conversion copywriter that specializes in humorous copy.

She works mostly with online stores and SaaS businesses to write funny product descriptions, landing pages, websites, and emails.

Why humor? Why not just be bland AF like every other company out there?

That, among other things, is what we discuss in this episode.

Issue #5. Why Andy Crestodina Would Spend 150 Hours on a Single Piece of Content

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Andy Crestodina is an 18-year veteran of the digital marketing space, co-founding the web design company.

He writes blog posts, newsletters, records videos, conducts webinars, and gives presentations around the country on content strategy, search, and analytics. He even finds time to teach at Northwestern and in Barcelona.

Here’s why he believes most people measure the wrong marketing metrics, why the stuff that used to be good enough a decade ago isn’t today, how to balance content quality vs. quantity, and how to make content promotion exponentially easier.

Issue #4. How John Doherty Tackles Enterprise SEO and Marketplace Content Strategy

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John Doherty gets around.

Educated in Virginia before living in Switzerland. Made a name for himself at Distilled in New York City, before doing the SEO real estate rounds from HotPads to Trulia and Zillow in San Francisco, before settling in as enterprise SEO for-hire. Oh, and also the founder of marketing marketplace, Credo. (Phew. I’m exhausted just writing that.)

Here’s how John got started in the SEO biz, how the transition from small-site SEO to enterprise stuff differs, how to solve those unique challenges, and why business strategy should dictate content strategy.

Issue #3. Why Brian Jackson Combines Content + Paid at Kinsta to Grow Faster, for Less

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Brian Jackson is the Chief Marketing Officer over at Kinsta, managed WordPress hosting extraordinaire, who work with everyone from small-time bloggers on up to agencies and enterprise clients.

Here’s how they use content to help position the company in a crowded market, how they scale content in up to 12 different languages, and why they’re combining paid promotion with content to grow the number of people who could eventually be their customers one day.

Issue #2. Brittany Berger Perfected Content Scaling at Mention. Now, She’s Teaching SaaS, B2B Tech, and Freelancers to Do the Same

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Brittany Berger is a content marketing strategist and consultant for SaaS and B2B tech companies.

Her focus is on helping businesses make more out of the content they have, whether that’s making it stand out more, perform better, or increasing promotion.

She’s “just really focused on helping marketers use what they got.”

Here are some of the lessons Brittany learned while at Mention, how to pair content plus partnerships for better results, and how to turn a content creation process into a well-oiled machine.

Issue #1. How Joel Klettke’s Case Study Buddy Scales Revenue-Generating SaaS Testimonials

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Joel Klettke is a conversion copywriter by trade, helping SaaS companies like HubSpot (ever heard of ‘em?) drive sales through the roof.

But this work also lead him to create Case Study Buddy, a productized company focused exclusively on… you guessed it: case studies.

Here’s where Case Study Buddy came from, how they structure interviews to get exactly what they need to produce revenue-generating case studies every time, and where to use case studies to produce the best ROI.