Ryan Shank and his team hit 24% week-over-week revenue growth and 16% more customers, but he's wrestling with scaling content marketing without losing quality. He stresses talking to customers constantly to find what actually matters for messaging and product.
Chapters
Fuck! Fucking door is locked. It's 8:15. It's Sunday. We got shit to do. I just went to the office. Michael was in there. Kane was in there editing. I think Kane might have slept there last night. I don't know. He's probably gonna edit this out. Guys, this is really, really funny. So check this out. Kane, his monopod. Dude, his monopod. Kane, his monopod. Dude, his monopod. Just— everyone is out here getting content. I like it. I like it a lot. We are in Madison Square Park in New York City, 22nd, 23rd and like Broadway, Fifth Ave. So there is an expo, an exhibit as there usually is. I'm good at vlogging, guys. Here, it's for something for Bravo and they're promoting something called A Night with My Ex and there's like an exhibit you walk through and there's stories about people and their ex-boyfriends and girlfriends. Anyway, just cool like random stuff. That happens in New York. There's like music, there's free popsicles, people are chilling in chairs, like chairs that are happening. It's like Sunday evening actually, so like we're gonna get ready for tomorrow. Nick's coming tomorrow morning. Oh hey, I'm Nick by the way. Our morning, his train leaves Wilmington, Delaware at 6:15 AM to get into New York City at 8:13. We have a team meeting at 9 AM, so kind of end of the day Sunday. It's like 7:45, 8 o'clock, so we're kind of just relaxing after a big day at the office. We're getting some stuff done, we're being super productive, and it's really cool out here to just like grab a popsicle, grab popcycle and vlog. So that's what we're doing. Alright, so what I'm doing right now is updating some stuff on one of our landing pages, basically swapping out a video with another video and swapping out some text, basically just swapping out a lot of the copy on one of these landing pages so that it explains to the user that comes to these pages, which again, we're driving people to these pages through paid traffic. So we want to make sure that the people who are driving there are able to understand exactly what they're looking at and that it resonates with them and that they convert. So just updating some pages on the site. One of the things that I did today is I sent out an update and really looked at the metrics week over week. So I was able to really look at our revenue number. So we grew our revenue by 24% week over week last week, which was huge. Our goal was 20%. We grew our customer count number by about 16%, and then we grew our number of leads by 35%. We had 19 leads last week. All right, guys. So one thing that we're trying— or that I'm trying to figure out is how do we do more content marketing at scale? And I'm really more referring to guest blog posts and do more blogging. The thing is, it's it has to, you know, I've tried in the past to like either do voice recordings and then get like an editor or ghostwriter to write stuff, just literally pay someone. But I found that doesn't really work because they're not, you know, they don't have the value of the actual content in their head and they're not able to really like construct a story in the way that you would. The thing is, you have to put a ton of time into these things. The good news is that once you do it and if you do it really, really well, one, it's like evergreen. So you're always going to get, you know, search results and people continuing to share it over and over and over again. But, you know, it takes a ton of time. And I always talk about consistency and I, kind of feel like not being consistent with it because they're not putting out consistent, you know, long-form written content that then people is like searchable. One of the things I want to talk about today is the importance of continuously talking to your customer. It's really about, you know, asking a lot of questions. What is the problem that they're having? What is the pain point that they're having? And the reason I do that is because I'm looking to really uncover how I or my product or solution can actually solve that for them. You know, if I don't ask questions and then I start, you know, giving them a piece of advice or I start telling them about the product in a certain way, they might not care. That, you know, they might not use it in that way. I would really highly advise to talk to your customers, continue to talk to your customers, and what that's going to do is one, it's going to help you shape the conversation, the angle, figure out how and to build your product going forward, right? That's what you should do is continue the conversation with customers, keep an open dialogue, be transparent with them about, you know, where you're at with things, and I think, you know, the relationship will benefit both of you. So daily takeaway today, Sunday. See you guys tomorrow.
