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Saving the world from bad content

B2B content strategy that’s built for humans, drives qualified leads, and scales over time

*Want to get a detailed preview of what working with me looks like? Grab my preliminary strategy overview to find out (no strings attached)

A few of the amazing clients I’ve worked with

Content marketing that drives real growth

Content marketing that drives real growth

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YoY email list growth

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YoY traffic increase

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YoY lift in MQLs

Content marketing that gets (real) results

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YoY email list growth

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YoY traffic increase

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YoY lift in MQLs

Aaron navigates the delicate balance of creating content like a writer and delivering business value like a strategist.

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


Content Strategy

Your Words Aren’t Enough

B2B content exists for a single purpose: the funnel, the whole funnel, and nothing but the funnel.

Strategy 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 with only three questions: How will this help me …
  1. Grow revenue?
  2. Reduce costs?
  3. Improve efficiency?

How do you do that? By 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 content strategy 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% in MQLs attributable to content-related CTAs

(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.)

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

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


Content Marketing

Your Words Must Save

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

(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.

Project agnostic-media that serves the heads, hands, and heart of a brand’s target market. 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 are (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 do two things:
  1. Rescue its audience from their personal or professional hell
  2. Deliver them unto a heaven that they already want

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.

Aaron creates content that goes wild on social media, somehow managing to be irresistible while also providing in-depth analysis.

Brian Clark,
Copyblogger Founder & CEO

Want to get started? First, fair warning …

My team and I normally have room to take on one new client a month. Also, one-off jobs are productivity killers.

It takes time to get to know, set baselines, and then deliver results on your content marketing goals.

Please reach out if you are comfortable with:

  1. Minimum of $10k to get started
  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 write a single word, grab the …

Content Strategy Roadmap

This is the exact resource I use with clients starting at $10k. But, you can have it for free — just don’t tell anybody.

Your content creation checklist is on its way