The Brandon Zhang Show
#033 "Benji Hyam - Content Marketing, Trends in 2020 and Starting an Agency"
Dec 04, 2020
On today’s episode Benji Hyman is joining the show to talk about managing agency work, building an online community and course, and how he and his co-founder Devesh created and sold a side project. Benji is one of the best content marketers in the space building in public and the co-founder of Grow and Convert, a content marketing agency separating itself from the pack by being accountable for converting quality leads, not just the content they produce.
Grow and Convert Website
This Songwriter Accidentally Executed Influencer Marketing Perfectly and Got 40k Viewers Overnight
How we turned a failed product business into a $34,000/month service business
5 Key Takeaways:
- For trends that I see: I see the move to freelance and remote work accelerating, I think fewer people are happy working for others in the traditional sense of going into a job nine to five, having a fixed salary being a fixed location, I think COVID just accelerated the move to freelance and independent work. I'm also anticipating some sort of market correction or recession in the next year, three years. And coming out of the recession, service businesses will benefit because you can hire an agency or a freelancer and not have the risk of hiring someone full time. And the last trend is probably the growth of the reliance on video content. I think that it won’t ever replace written content but more and more people are learning through video content.
- Most other content marketing agencies measure themselves based on output. How many 1600 word articles can they deliver for you. However, they never hold themselves accountable for the quality and quantity of leads that they generate for you, which in the end is all that matters. We wanted our agency to take on that accountability.
- The book that influenced a lot of my thinking on Marketing was “Contagious” by Jonah Berger. For me, a lot of the reading is not tactical marketing advice but really understanding how people think and to reverse engineer that process. You learn that people are actually very irrational in their decision making and
- Money also can cause more challenges than it can solve. When you’re more resource-constrained it allows you to focus on solving problems quickly and focusing on the right problems to solve. When you have a ton of money, I saw companies just throw a lot of money at headcount and spending money on things they shouldn’t have been concerned with.
- I was in Bali, and we had really bad internet. And it took me four hours to upload that blog post. So I get all the images, get all the text, and then put it into WordPress. And I was just like, this makes no sense, there's got to be a better way to do this. And so I started looking for different plugins, that would just help move the blog post from Google Docs into WordPress. And there was nothing out there that worked. And so I called Devesh from Bali and he was with a developer friend who created a tool that tackled this problem over the weekend. We initially thought of it just as an internal tool but soon realized there was a real gap in the market for this. That became wordable.