Fuel your growth with expert-led b2b content marketing

[based in sunny Manchester]

“I began freelancing in the fintech, regtech and cybersecurity industries in 2019. My content principles rely on telling authentic stories, being transparent and providing value to readers before all else. And in my experience, following these principles means the conversions come easy.

2024 has been a wild ride at The Search Cure. I felt my workload growing exponentially and decided to transition the brand into an agency. But during those short months, I lost my sense of purpose, and struggled to enjoy my new role focused on sales, instead of the client work that I love.

I realised that I’d probably tried to scale up because I’d got caught in the rat race. But when re-assessing what was important to me, I decided to scale back. Now, The Search Cure isn’t an agency, it’s just me: a solo content marketer.

And as the content marketing world has evolved over the years, so have my processes.

My clients enjoy knowing that they’re one of only a few who get my full focus, talents and expertise. We work closely and make sure we’re aligned on the goals and deliver exactly what they need.

I like to interview a member of the product or sales team who knows the customer inside out. Their expertise is what carries each piece of content, as I prioritise original insights over generic SEO.

I’m merely the translator.”

“We generated 8 high-ticket leads in 5 months, each worth between $10,000 and $30,000”

When I first met Matt from CoreIntegrator, he outlined their unique problem. You see, the two-person marketing department had been doing well. They had been committed to the blog for about 10 years, and had built up great kudos with Google, meaning they were bringing in great traffic from search.

But none of this traffic was converting. In fact, CoreIntegrator had never been able to attribute a single lead to content marketing.

So Shan got to work performing a content gap analysis. The first step was to develop a number of rich customer personas, and deeply define who was buying (or could benefit from buying) from CoreIntegrator.

Then, it was about auditing the current content. In particular, she searched to adapt the angle of well-performing pieces, aligning them to BOFU search intent. Similarly, she scoured competitor’s websites to see where they performed well, and to find any gaps for CoreIntegrator to exploit.

Finally, Shan developed a strategy around transparency. The finance automation industry is notorious for vague pricing, and we knew that had to change if the company wanted to generate sales from the content itself. We created templates for pricing, comparison and product-based content that remained optimized for search, and could be repurposed into the email funnel.

Exactly five months after beginning the audit, she’d produced enough content to generate eight high-ticket leads, each worth between $10,000 and $30,000.

Even better, the internal team were able to focus on other avenues; pedalling ads, creating webinars and doing sales demos, enabling us to power on in the background.