Why Animalz Prefer Thought Leadership Content Over Search Traffic

Growth Marketing Stories

Does Thought Leadership Actually Convert?

In this episode, I talked to Animalz's Director of Marketing to share his thoughts on why do they ONLY do "thought leadership" content.

About Ryan: Ryan is the Director of Marketing at Animalz, an agency that provides high-end content marketing solutions to SaaS and tech companies.

Ryan shared:

2:13 - The story about how & why they went with thought leadership from the beginning

6:05 - What kind of thought leadership Animalz writes?

10:11 - What is his process of writing the content writing & ideation?

12:42 - How does Animalz engineer content virality?

15:36 - How do they convince clients to write about thought leadership content?

18:56 - How should you think about thought leadership content when you don't have personal experience?

19:24 - At what stage should you choose thought leadership and commodity SEO content?

21:46 - How to promote content without being too promotional?

24:13 - How to compete with amazing substack writers who sometimes do better jobs than we do?

Key links

• Ryan's Twitter Profile
• On thought leadership content
• Copycat content
• The idea farm
• The second-mover advantage
• Content maturity model

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