Select Page

Saving the world from bad content

B2B content strategy built for humans that drives traffic, generates leads, and scales

Saving the world from bad content

B2B content strategy built for humans that drives traffic, generates leads, and scales

Content marketing that gets (real) results

%

YoY email list growth

%

YoY traffic increase

%

YoY lift in MQLs

Clients and publications

Clients and publications

I stumbled across one of Aaron’s articles by accident and ended up including him in my bestseller, Everybody Writes. Since then, we’ve published his fresh, original thinking multiple times on MarketingProfs.

 

Aaron navigates the delicate balance of creating content like a writer and delivering business value like a strategist. Plus, he’s a pretty great guy.


Ann Handley, Wall Street Journal Bestselling Author and Founder of MarketingProfs

Ann Handley (MarketingProfs)Ann Handley, Wall Street Journal Bestselling Author and Founder of MarketingProfs

“I stumbled across one of Aaron’s articles by accident and ended up including him in my bestseller, Everybody Writes. Since then, we’ve published his fresh, original thinking multiple times on MarketingProfs.

“Aaron navigates the delicate balance of creating content like a writer and delivering business value like a strategist. Plus, he’s a pretty great guy.”

Morgan Brown, Product Lead at Facebook and Author of Hacking Growth

“Few marketers possess that rare combination of storytelling and growth like Aaron.

“As a strategist, he groks (intuits) the big picture and builds systems to deliver valuable content that scales across teams. As a writer, he fuzes data and emotion to drive readers into action. As a human, he’s consistent, kind, and principled.

“If you have the opportunity to work with Aaron, take it.”

Few marketers possess that rare combination of storytelling and growth like Aaron.

 

As a strategist, he groks the big picture and builds systems to deliver valuable content that scales across teams. As a writer, he fuzes data and emotion to drive readers into action. As a human, he’s consistent, kind, and principled. If you have the opportunity to work with Aaron, take it.


Morgan Brown, Product Lead at Facebook and Author of Hacking Growth

Content Strategy: Your Words Aren’t Enough

Content strategy is short-hand for managing all your communication … with one allegiance: the funnel, the whole funnel, and nothing but the funnel.

It goes beyond writing and editing to permeate your brand with a persuasive, clear, and authentic message: yours. How you tell your story — as well as where, when, and to whom — is just as important as your story.

After all, your audience doesn’t care about you. They care about themselves.

B2B buyers approach content — ebooks, whitepapers, articles, videos, social media, etc. — with only three questions: “How will this help me (1) grow revenue, (2) reduce costs, or (3) improve efficiency?” Combining …

  • High-intent keywords
  • On-page and site-wide SEO
  • Audience personas and targeting
  • Compelling offers and content-driven CTAs
  • Comprehensive editorial planning across teams and projects

iconiContent’s full-service approach gets results, like year-over-year increases of …

  • 194% in email subscribers
  • 164% in six-month traffic from 475k to 1.2M
  • 133% in unique monthly visitors from 59.6k to 138.9k
  • 274% in traffic to “holiday ecommerce” and “Black Friday” content
  • 1,080% in leads and 823% increase in MQLs attributable to content-related calls-to-action

(Note: to honor privacy, clients and companies associated with those results cannot be publicly identified. Anonymized dashboards may be provided prior to the start of new engagements after NDAs have been enacted.)

Aaron’s articles are conversion magnets both on our site and across social media. He’s one of CMI’s ‘top-performing bloggers’ and his posts are actionable, relevant, and compelling. Aaron over delivers on the content for our site every time.


Joe Pulizzi, Founder of Content Marketing Institute and Author of Killing Marketing

Aaron’s posts consistently bring us a ton of traffic and shares. Within a week, his last article became our most popular post of the year and ranked number one on Google.

 

Not only are they data-driven and actionable, they’re some of the most entertaining reads you’ll find online.


Oli Gardner, Cofounder of Unbounce

JJoe Pulizzi (CMI)oe Pulizzi, Founder of Content Marketing Institute

“Aaron’s articles are conversion magnets both on our site and across social media. He’s one of CMI’s ‘top-performing bloggers’ and his posts are actionable, relevant, and compelling.

“Aaron nails the content for our site and over delivers every time.”

 

Oli Gardner (Unbounce)Oli Gardner, Cofounder of Unbounce

“Aaron’s posts consistently bring us a ton of traffic and shares. Within a week, his last article became our most popular post of the year and ranked number one on Google. Not only are they data-driven and actionable, they’re some of the most entertaining reads you’ll find online.”

 

Content Marketing: Your Words Must Save

Nothing like a good buzzword to get the mouth watering and the mind swimming. So …

(1) What is “content marketing”?

For all its hype, content marketing is built on a simple principle: add value to your audience’s lives and add it for free. Persuasion experts call it reciprocity.

Regular humans call it goodwill, trust, and karma.

(2) How do you “content market”?

By targeting your audience, identifying their (not your) genuine needs, and then meeting those needs. Real help on real topics for real people.

What stops most businesses from engaging in effective content marketing is (1) a lack of outside perspective — thinking like sellers instead of customers — and (2) time — crafting readable, engaging, SEO-friendly content is hard, consuming work.

But here’s the thing: in truth, those two barriers are really just symptoms of a deeper disease … and a higher calling.

(3) Why should content marketing be “salvation”?

The power of content resides not in its direct ability to sell, although it can. Truly great content — the kind that drives leads into and through your funnel — galvanizes an audience through a consistent story well told. One with people not products at its center.

Content has to answer two fundamental questions:

  1. What hell does it save from?
  2. What heaven does it deliver unto?

That might sound a bit theological, but it’s the most visceral way to make your content about your audience instead of you. Self-centeredness is a plague: branded content that screams branded.

At the opposite extreme is content for the sake of content — feeding the beast for no greater purpose than, “We’re supposed to make content, right?”

Business results come from content that above all rescues its audience from their fears, struggles, and pains. Moreover, it must do so prior to and independent of a purchase.

Together, let’s save your business, your audience, and the world … from bad content.

We’re very selective about who writes for Copyblogger from outside the company, but we’re always happy to see a submission from Aaron.

 

He creates content that goes wild on social media, somehow managing to be irresistible while also providing in-depth analysis. Our readers love Aaron’s work … and that means so do I.


Brian Clark, Copyblogger Founder & CEO

Brian Clark, Copyblogger Founder & CEO

“We’re very selective about who writes for Copyblogger from outside the company, but we’re always happy to see a submission from Aaron.

“He creates content that goes wild on social media, somehow managing to be irresistible while also providing in-depth analysis. Our readers love Aaron’s work … and that means so do I.”

 

Want to get started?

Awesome. But first …

Fair warning: I normally have enough room to take on one new client a month (sometimes not even that).

Also, one-off jobs are productivity killers. It takes time to get to know and then deliver results on your goals, product, voice, and niche.

Please reach out if you are comfortable with:

  1. Minimum of $6k to start
  2. Minimum of one-month lead time
  3. Minimum of three-month engagement

(Oh, and yes … I do C-level ghostwriting that’s already appeared on publications like Harvard Business Review, Wired, and Internet Retailer. But don’t tell anyone.)

Before you hire a strategist
or pen a single word, grab the …

Ultimate content creation checklist

This is the exact checklist I use with clients starting at $5k. But, you can have it for free — just don’t tell anybody.

 

Your content creation checklist is on its way