In this 11-minute audio version of our blog post, "How to Attract Customers, Not Just Readers," Amanda Natividad, Head of Marketing for Growth Machine, explains how to create content that drives your readers to purchase — in a way that isn't spammy or salesy.

Show Notes:

1:39 - First, uncover the true needs of your customer

5:58 - Try these 4 frameworks for conversion-focused content

9:44 - 3 ways to get started today

Links:

Blog post: How to Attract Customers, Not Just Readers

300% More Sales in 2 Months (2:04)

Buyer Personas (3:08)

Kinsta (4:15)

WP Engine (4:!5)

Gong (6:27)

The #1 Signal All Winning Deals Have In Common (6:44)

Kinsta Comparison Post (7:05)

WP Engine Comparison Post (7:05)

Liftopia's Holiday Gift Guide (7:55)

Zendesk (8:58)

How We Run Growth Machine (9:20)

Contact Growth Machine (10:48)

It typically makes sense to create a content strategy based on high volume keywords.

But for Doopoll, an online survey company, publishing content based on low volume, high intent keywords was the silver bullet. One of their articles converts 20% of website visitors.

Marc Thomas, co-founder & CEO of Doopoll, and curator of B2B SaaS newsletter Positive Hüman, used our Wiki strategy to level up his content. He explained all this and more in this episode.

Show Notes:

0:37 - What is Doopoll and how can this tool be used?

2:55 - Marc shares how he originally got into B2B marketing, and how Doopoll came to be.

7:13 - How Doopoll was built to solve common pain points with giving feedback.

10:14 - How customer research should inform your product.

15:40 - How customer service is viewed at Doopoll.

17:33 - The chicken and egg question of GTM strategy and customer research.

20:23 - The surprising niche of Doopoll.

24:53 - Growing organic traffic through pain-point SEO.

26:24 - How Doopoll utilized low volume, high intent keywords and search terms to increase conversion rates.

29:20 - Creating authority through content.

35:16 - Evergreen content done in a timely way.

37:21 - How Doopoll got 150+ free backlinks with PR.

41:22 - Aligning with current issues and trends while staying personable.

You can keep getting great B2B content and marketing insights from his newsletter, Positive Hüman.

Links:

Doopoll (0:37)

Demand Curve's Growth Training Program (4:59)

Slido (32:51)

Evergreen content (34:48) (Example of Growth Machine creating evergreen content for a client)

HARO (36:11)

Read the Room - Rand Fishkin (42:15)

Positive Hüman

Find us on Twitter:

Marc Thomas: @iammarcthomas

Amanda Natividad: @amandanat

Growth Machine: @growthmachine__

Public relations is an art. And incorporating a PR strategy into your blog can be tough to do. You want to make sure your news & announcement-related blog posts are still adding value to your readers.

In this 9-minute audio version of our blog post, "How to Use Your Company Blog for PR & News (the Right Way)," Amanda Natividad, Head of Marketing for Growth Machine, shows you how.

Show Notes:

1:35 - How to know: press release or blog post?

4:23 - How company news should fit within your content strategy

6:00 - How to write that news-y blog post

Links:

How to Use Your Company Blog for PR & News (the Right Way)

How to Get Executive Buy-in for Content Marketing (0:06)

PR Newswire (0:36)

Business Wire (0:37)

4 Signs You're Ready for Link Building (1:06)

First Round Review (5:06)

Zendesk's Blog (5:24)

Ahrefs' Red-highlighted Boxes (8:32)

Charts of Glycemic Responses (8:41)

Growth Machine on Twitter (9:26)

Contact Growth Machine (9:31)

Find us on Twitter:

Amanda: @amandanat

Growth Machine: @growthmachine__

If there's one thing you take away from this episode, it's the importance of following attribution all the way to the end of the funnel.

Katie Mitchell, Head of Marketing at UserLeap, is a seasoned marketer with nearly a decade of experience at brands like Campbell Soup, PBS, EVERFI, and more. She joined the podcast to discuss:

• Creating on LinkedIn: It's a platform that's trying to get people to create more content — and so it rewards content, not people with followers.
• Early stage hiring: Katie is thinking about brand marketing priorities and improving the user experience for UserLeap first.
• Common mistakes in attribution: Advice for demand generation or performance marketers: make sure to look at total customer acquisition cost (CAC).

We also discussed Katie's marketing influences, and how she thinks less of work/life balance and more about work/life integration.

Show Notes:

0:58 - Katie talks about how she grew her LinkedIn following to over 13,000.

5:15 - On LinkedIn, good content wins.

7:10 - Publishing content is ultimately how you learn about your audience and customers.

9:24 - Individual and company profiles on LinkedIn, and how they differ in their strategies.

12:24 - What does it take to be consistent with quality posts?

16:36 - LinkedIn as both a distribution channel and content platform.

17:40 - The long shelf-life of content, and why it's okay to republish your content.

20:09 - How UserLeap continuously collects user insights to inform product teams.

25:16 - Paid advertising and the common problem with attribution.

30:58 - Are you relationship-focused vs. results-driven?

32:56 - Katie describes her marketing superpower and work-life integration.

38:26 - Tips for remaining productive. Katie shares a few of her favorite resources.

Links:

UserLeap (7:42)

Devin Reed from Gong (10:13)

Dave Gerhardt (15:13)

Chris Walker (15:25)

Hubspot (24:45)

Ryan Bonnici - CMO at G2 (31:16)

The GrowthTLDR Podcast (40:32)

Dave Gerhardt's Marketing Group (40:51)

Demand Gen Live (41:06)

Find us on Twitter:

Katie Mitchell: @ksmitchell86

Amanda Natividad: @amandanat

Growth Machine: @growthmachine__

If you want to listen to only one podcast about brand marketing, this is the one.

Amanda Goetz spent more than five years at The Knot, helping to grow the wedding juggernaut into the household name it is today.

She's now the Chief Marketing Officer for Teal, and she's starting up her own luxury CBD company for women, House of Wise. In this episode we cover…

• Building a community on Twitter
• A hot take on net promoter scores
• The beauty of building viral loops into your product
• A sneak peek of Amanda's semi-stealth startup, House of Wise

Show Notes:

0:51 - Curating your Twitter feed and utilizing Twitter to build your network.

5:45 - Forming personal connections on social media. (Hint: vulnerability)

9:35 - Why values and connections are key in brand-building.

13:51 - Most companies fail in their retention strategy.

17:10 - Strategies for finding your superfans or loyalists and using their feedback.

20:24 - NPS and use of data from consumers.

22:30 - A brand/product secret: building viral loops into your product.

28:20 - Amanda shares her initial thoughts on marketing strategy for her own startup

31:18 - Middle management and how senior leadership can support their growth.

38:13 - How do you come to an agreement with someone who is "strong but wrong?"

Links:

How To Build a Community Online

Growing your Twitter following - Amanda Goetz YouTube (0:51)

Fast (14:02)

Matthew Kobach tweet (14:05)

The Knot (22:33)

Drybar - Alli Webb (30:21)

Find us on Twitter:

Amanda Goetz: @AmandaMGoetz

Amanda Natividad: @amandanat

Growth Machine: @growthmachine__

This is a must-listen for every in-house content marketer or marketing leader who's thinking about investing in content. In this 10-minute audio version of our blog post, "How to Get Executive Buy-in for Content Marketing," Amanda Natividad, Head of Marketing for Growth Machine, helps you make the case.

Show Notes

1:14 Show the Missed Opportunity

3:01 Make a Case for PR Announcements and Owning the Traffic

4:43 Enhance the Customer Experience

6:23 Create Value With Business Partners

7:30 Enable Your Sales Team

8:26 Once You Have Buy-In, Collaborate on KPIs

Links

Original post: How to Get Executive Buy-in for Content Marketing

Setting up a blog (1:18)

WordPress themes (2:13)

Traffic projection spreadsheet (2:27)

PR Newswire (3:15)

Ahrefs (4:54)

Zapier (4:55)

Zapier's recent blog post (5:13)

Levels (5:45)

Corinne Watson Podcast episode (7:19)

Growth Machine case study (8:02)

SEO-focused metrics for success (9:07)

Contact Growth Machine (9:56)

Find us on Twitter:

Amanda: @amandanat

Growth Machine: @growthmachine__

If you're looking for a masterclass in direct-to-consumer marketing, start here.

Ecommerce coach Austin Brawner has helped over 200 ecommerce brands — like Ancient Nutrition, Kettle & Fire, and MVMT Watches — grow to eight-figure businesses.

In this episode, we discuss:

• Special offers: Why gift cards to your own store are better than discount codes
• KPIs: How to use KPIs to foster your long-term marketing strategy
• Effective social media ads: Creative that fits in natively with the platform but also stands out
• Black Friday Cyber Monday: How it's poised to be a logistics nightmare and how you can set yourself up for success

Show Notes:

0:36 - Austin talks about his work as an Ecommerce Business Coach, and why that title best suits the services he provides to clients.

4:55 - Challenges clients often face while managing their budget in relation to their growth.

6:48 - Allocation of marketing spend: when should you start diversifying across different channels?

9:44 - Demand generation vs. demand capture. Importance of knowing the fundamentals of the platform you are advertising on.

15:42 - Coupon codes and special offers have become not only common but expected in ecommerce today; ways to track performance and cost effectiveness of your offer.

20:29 - How price points can increase the consumer's desire for a product.

24:48 - Pricing dynamic in subscription-based businesses.

30:17 - Customer acquisition cost in organic vs. paid traffic.

32:43 - Key performance indicators in email marketing. Long-term thinking.

38:14 - What the upcoming holiday season may bring for ecommerce stores and brands.

43:08 - Be sure to check out Austin's website Brand Growth Experts and podcast, Ecommerce Influence.

Links:

Austin's community (join here) (16:30)

Honest Company (26:15)

Winc (26: 22)

Four Sigmatic Coffee (27:04)

ARPU (28:20)

Electric SMS (28:22)

Recharge (28:25)

Austin's coaching business: Brand Growth Experts

Austin's podcast: Ecommerce Influence

Find us on Twitter:

Austin: @a_brawn

Amanda: @amandanat

Growth Machine: @growthmachine__

Few would disagree that link building helps build your site's authority. In this 12-minute audio version of our blog post, "4 Signs You're Ready for Link Building," Amanda Natividad, Head of Marketing for Growth Machine, breaks down how to know you need it.

Show Notes:

2:39 - When you have something worth linking to

3:43 - When you've optimized content production

5:02 - When you change your URL or rebrand

6:18 - When you're in a competitive niche or need faster results

9:02 - Different ways to do link building

12:04 - The positive feedback loop

Links:

Ski-related Zoom backgrounds (1:05)

The Washington Post article (1:06)

Webflow University (4:56)

Ahrefs (5:22)

Moz (5:23)

How Growth Machine does link building (9:06)

Backlinko's Technique (9:40)

Dead Link Checker (10:36)

Ahrefs' Broken Link Checker (10:38)

Buzzfeed Food (11:16)

Foodbeast (11:17)

Help a Reporter Out (11:27)

Publishing SEO-Optimized Content (12:08)

Hire Growth Machine (12:26)

Find us on Twitter:

Amanda: @amandanat

Growth Machine: @growthmachine__

Whether you're a business owner, retailer, freelancer, or copywriter — Ecommerce Expert and Writer Kaleigh Moore has advice for you.

There are lots lessons to unpack, such as:

• How to ask for (and get!) a seat at the table
• Building a personal brand by being authentic and curious
• Improving your writing skills by being open to fierce questions from an editor
• Hot takes and trends in the e-commerce space — especially in time for Black Friday and Cyber Monday.

Show Notes

1:01 - How to adapt your writing style to match the tone of your work and align with your goals.

3:32 - Utilizing feedback from your editor in order to strengthen your writing.

5:02 - Kaleigh talks about the path to making her freelance work sustainable, and how her mindset has shifted from the start of her journey.

8:35 - Why authenticity and storytelling is important in building your personal brand. Sticking to your message and mission.

15:08 - Engaging with your audience, tapping into resources from your followers, and receiving consumer feedback.

22:09 - Kaleigh shares her process for networking and marketing herself.

25:51 - How to be strategic in educating and "activating" your subscribers for more engagement with your email content.

27:56 - Kaleigh tells her story of how she went from a student of Creative Class to a co-teacher along with course creator, Paul Jarvis.

29:56 - Opportunities in ecommerce and retail for eco-friendly products, and the higher price tag that comes with sustainable goods.

35:38 - Over-saturation of the eco-friendly market. Are companies jumping on board because it makes them look good or does it actually align with their mission?

37:17 - The current trends in the market, and why companies should focus on their core product rather than dipping into multiple industries or niches.

42:56 - How Black Friday and Cyber Monday may be different this year for both companies and consumers.

44:40 - Check out Kaleigh's resources and templates for writers and freelancers, and follow Kaleigh on Twitter here!

Links:

Creative Class with Paul Jarvis (0:27)

MailChimp (22:19)

Convertkit (22:20)

Kaleigh's newsletter (25:30)

Creative Class, a podcast for freelancers (28:31)

Haus (39:21)

Brightland (39:56)

Find us on Twitter:

Kaleigh: @kaleighf

Amanda: @amandanat

Growth Machine: @growthmachine__

In this 9-minute audio version of our blog post, "How to Succeed at SEO Without Tools," Amanda Natividad, Head of Marketing for Growth Machine, explores the idea of creating successful content by using Google Search and focusing on the reader experience.

Show Notes

0:54 - Use these tricks to figure out if there's an SEO opportunity

2:10 - Generate keyword ideas

2:50 - Learn how to create good content

6:18 - Focus on creating valuable link-worthy content

7:37 - Share, don't promote

8:56 - The bottom line is...

Links:

Question from Twitter (0:02)

Growth Machine Podcast Episode 8 (0:14)

How to Find Great Target Keywords (0:40)

Ahrefs (1:00)

Mangools (1:01)

Cup and Leaf case study (8:36)

Help A Reporter Out (HARO) (8:41)

Contact Growth Machine (9:30)