How to implement successful B2B Content Marketing – and an interview with Augie Kennady of ShipMonk

In B2B marketing – content is king – an interview with Augustin Kennady of ShipMonk by Richard Lucas

This article ends with “how to” and “what to do” for those who are already sold on the idea. If you want to listen to top professionals Sonal Chokshi from a16z and Camille Ricketts is the Head of Content and Marketing at First Round Capital here not everyone will have the budgets to operate at their level, but the thought they put into their Content strategy and the resources and effort they deploy show how seriously they take it.

A few weeks ago I heard Andrew Warner interviewing The founder of ShipMonk Jan Bednar here in the Mixergy podcast.
If you want to know more about ShipMonk the company, listen to this podcast. The many other entrepreneur interviews on Mixergy are an inspiration for this podcast. Andrew asks his interviewees straight forward business questions about how they started, what problems the product solves, how they got started,, how much money they are making, how they find customers and sell, and gets enough detail to be really useful.

His questions (and Jan’s answers) about how ShipMonk did sales and marketing caused me to prick up my ears. He went down both the traditional and online marketing path. When his business was just getting started he went to business speakers events and handed out thumb drives can be preloaded with your corporate documents so people knew what his business was offering. Once he was more estabilished he look to marketing online and taking advantage of online marketing methods to grow his business. Jan the founder – started talking about SEO (search engine optimization), describing how important content marketing was for his niche B2B business. He said most of it was done by someone in house called Augie. whose job, amongst other things, was to get content about ShipMonk into relevant places on the internet.

I’ve long felt by gut feel and instant that for highly specialised services this must be a good strategy. Here was a successful startup following exactly the strategy I felt should work well. Jan went on to describe what might be called “long tail SEO” where the goal is to make sure that when a target client is searching for detailed information about a problem related to the industry the vendor is in, they will find content from the vendor that will build both awareness of, and confidence in, that vendor, possibly with a link back to the the vendor’s web page.
I thought to myself , if I can get to this guy Augie – I can find out if I am right, and share that with my podcast listeners.
I noted his name, (made easy by Mixergy as they have a transcript of their interviews on the website) and googled it, together with the name of the company and Twitter, Linkedin. Within a few seconds I had attempted to connect to Augie by Linkedin and Twitter. (In my experience I can usually reach about half the people I want to get to this way). I don’t expect success ever time – but it is quite easy most of the time.
Augie was happy to given an interview so I set it up – another note to readers – once you have a working podcast/blog with traffic (more than 28000 people have listened to Project Kazimierz podcasts, it gives you a excuse to approach people doing something you find interesting and discuss talking to them). You can hear the whole Project Kazimierz interview here
There were three reasons why I wanted to talk to him.
1 As I wrote above he was doing what I think that many companies with a well defined product should do, following the Gary Vaynerchuk model of being helpful, providing Value first and only later potentially asking for something in return.
  1. I wanted details., I want to find what exactly he did, how how much time he spend doing it and what the impact was. Cost benefit analysis, to verify if my gut feel was supported by the facts
  2. I like wanted to find out and share and tricks of tips in how to do it.
I wasn’t expecting was how open, intelligent and good humoured Augie was going to be . The brand of a company is very much reflected by the type of people it attracts and retains. ShipMonk is doing a good job.
So what does actually Augie do to boost B2B specialist sales lead generation and marketing?
Augie does a number of things that are common sense and good practice in for business. He hangs out on line whether the customers are and is helpful and friendly. ShipMonk offers 3rd Party logistics and order fulfilment for on line shops, andsuccessful Crowdfunding campaigns where there is a logistic task – sending out products to all those who supported the project once they are produced.
He spends a lot of time on Quora, a global English language “Question and Answer” Portal. Quora – allows users to add their credentials, a link back to your company and job position, but he doesn’t end his posts with “use ShipMonk services”. He posts intelligent thoughtful answers and is a top “Quora” answerer, which means that when people posting questions to do with e-fulfilment on Quora his name pops up as a person they can request an answer from, positioning him and ShipMonk as experts and helpful people.
This isn’t the only place however, there are popular software services for on line shops like Shopify and others, and he is active in their forums as well. so he spends time in Shopify, Magent0, Woocommerce (a WordPress plugin focussing on e-commerce), and Reddit. If your curious – is Shopify good? Then do some research and you might find it’s the platform for you. If you’re looking to unlock the potential of your Magento powered site, including the implementation of commercially viable keywords and optimized product pages, magento seo services are definitely worth consideration if you’re ready to bring big revenue to your ecommerce operation.
At the front of his mind is the need to focus on being helpful to prospective clients, believing that “being helpful” rather than “self promotion” is much more effective in encouraging people to check out what they do.
When he does post a link he adds a UTM Code Generator in the link which means that he knows which traffic comes from where.
When I asked about Linkedin and Facebook groups – he commented that, although these platforms are huge and shouldn’t be ignored, they are so dominated by users promoting their services that this commercial marketing sales-y noise drowns out the more positive impression that exists in on line communities that run for the benefits of their users rather than sales people.
Guest posts
The second thing his does is guest posts on blogs that are possibly or of interest to his potential clients. The content of the blog posts are to position Augie and ShipMonk as experts and professionals rather than just be self promotion.
To find the right blogs, he uses clever Google searches like this “ecommerce fulfillment” inurl:”write-for-us”
“ecommerce fulfillment” inurl:”guest-post” might also work well

To decide which blogs are worth writing for Augie checks, how active they are. If the last post was in 2016 or earlier, the chances are it is dead. Also he spends some time reviewing the blog checking that it is ‘real’ and of reasonable quality content. A blog full of get rich quick schemes, dietary supplement ads, celebrity scandals and so on, is not worth developing a relationship with. As in Peter Theil’s Palantir , a smart human together with high quality tools, works better than people or techhnology alone.
He finds that most bloggers are glad to take his posts, as it enhances the quality of their blog. Aas he can prove his a reputation as an authority, they usually take his guest posts for free. We speculated about whether the presence of Amazon with their “Fulfilled by Amazon” (FBA) has the impact of deterring many companies from entering the market If there is “silly money” IE generously funded startups that don’t know what they are doing in the market this can push up the price of accessing influencers
Gary Vaynerchuk of Vayner Media and the “Ask Gary Vee” show often advises entrepreneurs to check out both popular Pinterest and Instagram influencers in their locality. While really big names charge a lot, he thinks that the local “star” with a few hundred or thousands of followers may be very glad to talk about local businesses that have the right chemistry for them.
A third way that Augie works on to get the word out about ShipMonk is through co-operation with third party sites that provide experts to journalists. The one he talked about was “Help a reporter Out” https://www.helpareporter.com the idea here is that rather than send press releases to journalists who are usually not interested in the content, he commits ShipMonk to being available when journalists are looking for someone to comment on a news story. This approach works very well. It’s important to note that from time to time journalists prefer to access to the CEO or Founders rather than him, so top management have to be on board and supportive.
ShipMonk also runs paid Facebook and Linkedin adverts, but this is not Augie’s responsibility. What they find is that more than half, possibly 2/3 of leads that convert into sales come from his activities.
A key question is to compare the cost of acquisition from this “useful content for our target market “approach to traditional on line advertising and also look at the life time value and unit economics.
It’s important to note that Shipmonk expect to make significant profit per customer, so it’s well worth investing time to generate such leads and clients. This isn’t always the case with lower value added sales.
There is possibly an upper limit to how much can be done, both in terms of content created, and finding places to put them. We reviewed in the podcast However, the numbers that Augie gives suggests that especially for a start up with limited funds this is a better way to go than throwing money into Adwords. It may be hard to scale up, even if the cost per lead is less.
We discussed using external writers to create content. In his experience this sometimes worked but the challenge is exactly the same as I have had with my businesses in Poland. that finding people who can write well and are able to sound authoritative out the sectors we are active in is not easy. A good professional writers in the US typically charges between $120-200 for a 600-800 so in the range 2-4 cents a word.
In terms of future developments, Augie is convinced that ShipMonk should start putting out content on Youtube. “How to” videos are extremely popular and that his boss Jan will be listening to the podcast..… so watch this space. I suggested they consider webinars and using webinar content for videos as well, and I’d love to know if this works as well.

Augie’s view was that, overall, this type of marketing is is a long game. It doesn’t lead to over night success but certainly is more cost effective in sales generation that Facebook and Google Adwords alone.

Main recommendations and action items
If you read this article and are thinking “yes – I agree- I want my company/organisation to do this. Where to recap “this” means populating relevant parts of the internet, where clients and potential clients hang out to look for information and advice, with relevant helpful content from people who are visibly representatives of your company, You believe that this will both help position your positive helpful brand like ShipMonk, and to build positive brand awareness and generate leads through
long tail relevant content creation. You recognise that this may not scale in the sense that you cannot market in this way alone, but you are sure that this if done well, can do a lot for your business.
Do the following
1. Make sure you should know the sort of problems that your business solves for potential and existing clients.
2. Make a long list of places where your potential clients will end up checking when they go hunting for solutions to the problems you can solve. This list should include off line as well as on line sources of information and advice. Most “off line” events like conferences and consulting companies have a lot of on line promotion too.

3. If there are consultants, training companies, trade associations and events where executives go to ask questions, find answers and new ideas, note them too.

4. Put all of them in order work out which ones are the highest quality. Linkedin and Facebook Groups, Reddit and Quora Groups, blogs, vertical portal forum, vendor forums, magazine fora, On-line video channels, – whatever you can find using intelligent Google searches. Review them before you start posting, Get a sense of the culture of each place – *Don’t* start on Reddit with an advert to give an obvious example. Use the tracking tools referred to in the above blog posts like UTM codes
Start answering questions on Quora, Build up some credibility on Quora.

Use the Searches recommended above to find blogs that could carry guest posts.

Ask your clients/existing community what sort of topics y0u should create content about

Write your own blog posts, and consider other forms of content.
Consider Webinars about the problems your products solves.
Put webinars and presentations onto Youtube and Slideshare.
Experiment with platforms like Pinterest, Tumblr, Twitter, Instagram and Snapchat, even if you think that Linkedin and Facebook is where all the action is.
Track what works and what doesn’t.

Develop marketing automation programmes so that you don’t let the people who you attract into your sales funnel die away, instead develop “lead nuturing” techniques to keep them warm.

Let me know how it goes

SaveSave

SaveSaveSaveSave

SaveSave

SaveSaveSaveSaveSaveSave

SaveSave

SaveSave

SaveSave

SaveSave

Leave a Reply

Your email address will not be published. Required fields are marked *

2 comments on “How to implement successful B2B Content Marketing – and an interview with Augie Kennady of ShipMonk

  1. SEO is a very long-term game, but it does give a high reward for those who are consistent and patient. And like you said, doing guest-blogging is so important for off-page SEO. Great interview with a very experienced entrepreneur.

    Thanks!
    Hazim

  2. Your comment is awaiting moderation.

    Kudos! I enjoy this!
    http://viagrawithoutadoctormsn.com/
    how much is a viagra overdose
    buy viagra
    will viagra lower your blood pressure
    [url=http://viagrapego.com/]generic viagra 100mg[/url]

  3. Your comment is awaiting moderation.

    Appreciate it. Quite a lot of knowledge!

    http://viagrapego.com/
    viagra super p force buy viagra online cheapest generic viagra cialis pills [url=http://viagrawithoutadoctorsntx.com/]viagra for sale uk[/url]
    viagra generic on line
    free viagra 2007 jelsoft enterprises ltd
    viagra helps anorgasmia and delayed ejaculation
    viagra levitra compared
    piadas viagra
    does viagra make you erect

  4. Your comment is awaiting moderation.
  5. Your comment is awaiting moderation.

    Fine facts. With thanks!
    http://viagrapego.com/
    viagra drug scams generic viagra viagra and jokes [url=http://viagrawithoutadoctormsn.com/]viagra without a doctor prescription[/url]
    womens viagra tv
    costof viagra
    where to buy viagra in india
    viagra pin up girl
    bluecross viagra
    just 1 viagra

  6. Your comment is awaiting moderation.

    You actually stated that effectively.
    http://viagrawithoutadoctormsn.com/
    cialis viagra levitra samples generic viagra viagras ad campaign with smiling bob [url=http://viagrapego.com/]buy generic viagra[/url]
    viagra young
    viagra tabs 100mg
    different mg of viagra
    buy pfizer viagra online
    viagra online bestellen
    does viagra work on first dose

  7. Your comment is awaiting moderation.

    Beneficial tips. Appreciate it!
    http://viagrawithoutadoctorsntx.com/
    viagra users viagra for sale uk buy cialis soft viagra india [url=http://viagrapego.com/]generic viagra[/url]
    viagra woman side effects
    zapiro cartoon viagra
    viagra competitors
    generic viagra india trial pack
    viagra alternative ne
    viagra and its origins

  8. Your comment is awaiting moderation.
  9. Your comment is awaiting moderation.

    Great information, Cheers!
    http://viagrawithoutadoctormsn.com/
    viagra explained viagra for sale uk why my viagra won’t work [url=http://viagrawithoutadoctorsntx.com/]viagra for sale uk[/url]
    effects of viagra on child birth
    viagra nitroglycerin
    free trial viagra levetra
    reid viagra
    women use viagra
    viagra miller

  10. Your comment is awaiting moderation.

    Very good information. Kudos!
    http://viagrapego.com/
    overnight viagra brand generic viagra medicare advantage programs covering viagra [url=http://viagrapego.com/]viagra pills[/url]
    viagra alternative zenegra
    viagra generac
    fill pussy with viagra
    female viagra alternate
    canadian pharmacy generic viagra
    compare natural alternative to viagra

  11. Your comment is awaiting moderation.

    You said it perfectly..
    http://viagrawithoutadoctormsn.com/
    does viagra give you more stamina viagra without a doctors prescription non-prescription viagra [url=http://viagrawithoutadoctormsn.com/]buy viagra online[/url]
    the truth about viagra soft tabs
    viagra’s speed
    viagra for diabetics
    viagra texas
    drug online viagra
    viagra creators home

  12. Your comment is awaiting moderation.

    You actually explained it really well!
    http://viagrapego.com/
    twenty-seven tons of viagra buy viagra buying viagra online vs doctor prescription [url=http://viagrapego.com/]generic viagra online[/url]
    where can you buy viagra cheap
    subaction showcomments viagra thanks watch
    most effective viagra alternatives
    viagra without prescription in uk
    viagra from usa
    viagra interaccion ibuprofeno

  13. Your comment is awaiting moderation.

    Truly many of awesome data.
    http://viagrapego.com/
    okean viagra mp3 buy viagra buy generic viagra cialis [url=http://viagrawithoutadoctorsntx.com/]viagra pills[/url]
    buy viagra in ny
    viagra rub
    viagra toll free number
    viagra libido dick
    cheap generic viagra substitute
    do viagra and cialis retard orgasm

  14. Your comment is awaiting moderation.
  15. Your comment is awaiting moderation.

    Thanks a lot! I value it.
    http://viagrapego.com/
    viagra vs arginine cheap viagra christians and viagra [url=http://viagrawithoutadoctorsntx.com/]viagra pills[/url]
    viagra pages generic edinburgh sample search
    all natural alternative to viagra
    secretly give my fife viagra
    andrea moletta and viagra
    viagra 20 mg
    viagra weekend story

  16. Your comment is awaiting moderation.

    You actually reported it perfectly.
    http://viagrapego.com/
    quick forum readtopic viagra answer content viagra for sale uk generic viagra mastercard [url=http://viagrawithoutadoctormsn.com/]buy viagra online[/url]
    watermelon rine viagra
    german viagra
    making viagra last
    viagra usual dosage
    guitar horn viagra
    order viagra online consumer rx

  17. Your comment is awaiting moderation.

    Awesome facts. Cheers.
    http://viagrawithoutadoctorsntx.com/
    best price for sildenafil generic viagra viagra pills generic india viagra [url=http://viagrawithoutadoctorsntx.com/]viagra 100mg[/url]
    viagra falls 2 porn
    buy viagra online 50mg
    female viagra fda
    viagra testosterone
    cheap order viagra
    cialis dysfunction erectile levitra viagra

  18. Your comment is awaiting moderation.

    Wow many of great tips.
    http://viagrawithoutadoctorsntx.com/
    viagra no doctor viagra online viagra pinus size differences [url=http://viagrawithoutadoctorsntx.com/]generic viagra[/url]
    feedblitz news edinburgh pages viagra
    group singing viva viagra video
    order viagra international
    pharmaceutical viagra pens
    mexican pharmacy viagra
    nasal viagra

  19. Your comment is awaiting moderation.
  20. Your comment is awaiting moderation.

    Thank you, Plenty of advice!

    http://viagrapego.com/
    buy viagra and overseas generic viagra 100mg viagra replacements [url=http://viagrawithoutadoctormsn.com/]cheap viagra[/url]
    viagra pharmacy uk
    viagra rx
    buying viagra in uk
    female free sample viagra
    naproxen with viagra
    expiration date of viagra patent

  21. Your comment is awaiting moderation.

    Fantastic stuff. Cheers!
    http://viagrapego.com/
    effects of alcohol and viagra viagra without a doctor prescription befor after viagra [url=http://viagrawithoutadoctormsn.com/]generic viagra 100mg[/url]
    synthesis of viagra and nitroglycerin
    free online viagra
    viagra coffee
    new side effects of viagra
    viagra doctors
    lowest prices viagra uk

  22. Your comment is awaiting moderation.

    You actually stated this superbly.
    http://viagrawithoutadoctorsntx.com/
    il viagra buy viagra online viagra profesional [url=http://viagrawithoutadoctormsn.com/]viagra for sale uk[/url]
    viagra competitor pill
    does wallgreens sell viagra
    nitrous oxide and viagra
    tolerance to viagra
    mobic viagra
    viagra causing macular degeneration

  23. Your comment is awaiting moderation.

    Fine forum posts. Regards!
    http://viagrawithoutadoctormsn.com/
    viagra cialis trial pack viagra pills dangers of snorting viagra [url=http://viagrawithoutadoctorsntx.com/]cheap viagra[/url]
    generic viagra reviews
    viagra and tinnitus
    generia viagra
    generic viagra arizona
    viagra for womenhot
    viagra for women 2010

  24. Your comment is awaiting moderation.

    With thanks! Loads of data!

    http://viagrawithoutadoctormsn.com/
    pictures of patients using viagra viagra for sale uk dont mix viagra wih steroids photo [url=http://viagrapego.com/]generic viagra online[/url]
    why isnt viagra illegal
    g postmessage viagra subject post
    buying viagra at tesco
    pics of genuine pfizer viagra
    face tingling after using viagra produts
    giant viagra pill

  25. Your comment is awaiting moderation.

    Thanks a lot, Fantastic stuff!
    http://viagrawithoutadoctorsntx.com/
    before after viagra viagra online over the counter viagra similar [url=http://viagrapego.com/]buy viagra[/url]
    online order for viagra
    after using viagra
    lowest price viagra 10 pills
    viagra equivilant
    where to buy viagra forum
    discount viagra cialis

  26. Your comment is awaiting moderation.
  27. Your comment is awaiting moderation.

    You revealed it adequately!
    http://viagrawithoutadoctormsn.com/
    wild viagra generic viagra cheapest price viagra deliverd uk [url=http://viagrawithoutadoctorsntx.com/]viagra without a doctors prescription[/url]
    gag viagra coupons
    utube music viagra
    viagra buying online
    viagra 100 mg canada pricing
    viagra and sleeping
    viagra’s head office

  28. Your comment is awaiting moderation.

    Incredible tons of wonderful information!
    http://viagrawithoutadoctorsntx.com/
    viagra cialis prescription online viagra for sale uk does viagra make sex better [url=http://viagrapego.com/]viagra without a doctors prescription[/url]
    honest place to buy viagra
    vision loss and viagra
    redneck viagra
    viagra and extenze difference
    viagra and xannax any dangers
    viagra discount 800 number customer service

  29. Your comment is awaiting moderation.

    With thanks, Very good information.
    http://viagrawithoutadoctorsntx.com/
    where to buy viagra in budapest viagra online viagra forums and doctors [url=http://viagrawithoutadoctormsn.com/]generic viagra 100mg[/url]
    deaths from viagra
    viagra and cialis drugs
    comparison between viagra levitra cealis
    viagra price online
    site ebaycouk kamagra viagra sildenafil
    mixing vicodin valium viagra

  30. Your comment is awaiting moderation.

    Nicely put. Thanks!
    http://viagrawithoutadoctormsn.com/
    generick viagra viagra online viagra extends sex play [url=http://viagrawithoutadoctormsn.com/]buy viagra online[/url]
    viagra gnc
    viagra journalism
    new viagra pill
    viagra misuse abuse
    viagra food restrictions
    new viagra tv ad august 2010

  31. Your comment is awaiting moderation.

    Kudos. Excellent stuff!
    http://viagrawithoutadoctorsntx.com/
    does taking viagra cause blindness viagra online sample viagra [url=http://viagrapego.com/]generic viagra online[/url]
    100 mg viagra us pharmacy
    alternative viagra drug
    compare generic viagra
    viagra uk prescription
    written prescription for viagra
    viagra poppers

  32. Your comment is awaiting moderation.

    Reliable stuff. With thanks.
    http://viagrawithoutadoctorsntx.com/
    how much viagra take buy viagra online viagra vs kamagra [url=http://viagrawithoutadoctormsn.com/]viagra for women[/url]
    brand viagra for sale
    mail order viagra online
    lipitor viagra
    viagra price cvs
    viagra by overnight delivery
    viagra use of

  33. Your comment is awaiting moderation.
  34. Your comment is awaiting moderation.

    Thanks a lot! Numerous content!

    http://viagrawithoutadoctorsntx.com/
    should you exercise after taking viagra generic viagra online teen boys taking viagra [url=http://viagrawithoutadoctormsn.com/]viagra online[/url]
    luxury hotel rome uk viagra supplier
    viagra legal pattent
    viagra available at boots online
    iguana viagra
    snorting viagra health
    mode demploi viagra

  35. Your comment is awaiting moderation.

    Nicely put, Regards!
    http://viagrawithoutadoctormsn.com/
    viagra how fast cheap viagra viagra [url=http://viagrawithoutadoctormsn.com/]buy viagra[/url]
    viagra and jokes
    rush limbaugh and viagra
    viagra discount coupons
    viagra no rx
    viagra and aspring together
    conseguir viagra

  36. Your comment is awaiting moderation.

    Nicely put. Thank you.
    http://viagrawithoutadoctormsn.com/
    expectations of viagra viagra pills find viagra free online pages edinburgh [url=http://viagrawithoutadoctormsn.com/]generic viagra[/url]
    india viagra
    find charles linskaill search viagra
    viagra porn
    cialis vs viagra pharmacology
    diovan viagra
    viagra marketing effects

  37. Your comment is awaiting moderation.

    Wow many of superb info.
    http://viagrawithoutadoctorsntx.com/
    pharmacy online viagra viagra 100mg viagra marketing director [url=http://viagrawithoutadoctormsn.com/]generic viagra 100mg[/url]
    arguments for coverage of viagra
    x and viagra
    viagra golf head covers
    viagra and the male ego
    best prices for viagra
    viagra poems

  38. Your comment is awaiting moderation.

    Thank you. I appreciate this!
    http://viagrawithoutadoctormsn.com/
    viagra proffessional cheap viagra viagra free sites computer find [url=http://viagrawithoutadoctorsntx.com/]generic viagra[/url]
    generic viagra for sale
    diary of a viagra housewife
    is there a natural viagra
    songs about viagra
    viagra next day delivery
    viagra free trials

  39. Your comment is awaiting moderation.

    Many thanks, I appreciate this.
    http://viagrawithoutadoctorsntx.com/
    viagra online uk prescrition viagra pills get viagra over the counter [url=http://viagrawithoutadoctorsntx.com/]generic viagra online[/url]
    viagra cursor
    porn viagra cialis
    viagra vs cialis vs levitra
    cipla generic viagra without prescription
    50 viagra
    mixing alcohol viagra

  40. Your comment is awaiting moderation.
  41. Your comment is awaiting moderation.
  42. Your comment is awaiting moderation.

    Whoa a good deal of very good info!
    http://viagrawithoutadoctormsn.com/
    indian generic viagra generic viagra viagra in desert [url=http://viagrawithoutadoctorsntx.com/]viagra for sale uk[/url]
    viagra france
    buy phentermine viagra
    viagra sample overnight
    viagra boy
    extenze vs viagra
    viagra cialis and relationships harvard study

  43. Your comment is awaiting moderation.