The Content Love Podcast

#25: The Trap of Mirage Content & How to Fix It With Benji Hyam

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Hey all,

Have you ever been at the point when you’re creating content that *kind of* looks and feels good, but it does absolutely nothing for your business?

It’s actually a common occurrence, and there is a name for it: mirage content. I feel super privileged to have had the chance to interview Benji Hyam, the co-founder and the grow side of Grow and Convert, a fully done-for-you content marketing agency. Mirage content is a topic he’s been passionately talking about for a while now, and the good thing about it is that there is a solution to it!

For this one, you might need a pen and paper and start taking action right away. I can’t wait for you to learn from Benji!

Listen in on my chat with Benji to learn all about:
  • How Grow and Convert exponentially grew their clients’ blogs, starting with user research through to content promotion with audiences that have already been built
  • What mirage content is and real-life examples
  • The main reason why mirage content happens
  • How to take the extensive user research and put it into practice by looking for patterns
  • The risk of mirage content and the negative impact on the business
  • The importance of high-quality introductions for your written content and what most writers do instead
  • The super-specific strategy Benji uses to write highly engaging introductions
  • Why Grow and Convert create only 3 pieces of content per month for their clients and how they dedicate time to other parts of content marketing process beyond just creation
  • How they analyze posts after a certain time has passed since it was published and how they take action
  • How to know you’ve fully covered a topic by using frameworks
  • The strategy to hiring high-quality writers
  • The questions to use in your user research
    • Check out Benji’s resources & connect with him:
    • Check out Grow and Convert
    • Say hi to Benji on his Twitter
    • Check out Benji on other podcasts: The Growth Marketing Podcast Part 1 and Part 2, The Double Your Freelancing Podcast
      • Links, tools and resources mentioned in this episode:
      • Benji’s blog post: “Mirage Content” Is the Reason Your Company Blog Isn’t Generating Leads
      • ThinkApps: Meet the Founder Who Is Building a New Startup Every Month
      • AngelList
      • Grow and Convert’s top content marketing articles
      • Grow and Convert’s articles on user research
        • Thanks for listening!

        I can’t wait to hear how you can tackle your own mirage content—make sure to let me know!

        Transcript coming soon

        P.S. Pin this so you can come back to it later:

        The post #25: The Trap of Mirage Content & How to Fix It With Benji Hyam appeared first on Marijana Kay.

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        The Content Love PodcastBy Marijana Kay
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