Most startups’ early content efforts are too unfocused to make a dent.

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My early-career content efforts didn’t either. I invested a huge amount of time producing content and campaigns that flopped - or appeared to work but never brought in customers.

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But over the six years I spent figuring out how to grow software businesses with content marketing, I’ve developed an approach for early-stage B2B software businesses that works very well.

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This book is the only guide (that I’m aware of) that takes you through the whole process of making content work for your startup, with all the pitstops and sanity checks to get it right first time.

What you'll learn

Fast Forward is every early-stage founder and marketer’s guide to planning, producing, and promoting content that makes a massive impact on your business - as quickly as possible.

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It’s fast, yes, but there are no shortcuts here. From pinning down fundamentals like audience definition and messaging, to launching your first content campaigns, this book presents a reliable route to make content work.

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At the core of the book is a principle that, if the right campaign puts the right message in front of the right audience, then you’ll win customers. So the book is structured around building a lean content strategy that helps you understand what ‘right’ means for your business.

With a strong foundation for your content efforts, you don’t need to do all the soul-searching when something goes wrong. ‘Why is nothing working?’ ‘Am I a bad marketer?’ ‘Should this startup even exist?’ Instead, you’ll have the confidence to make some bets!

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• You can bet on content contributing to revenue targets
• You can bet on reduced customer acquisition costs
• You can bet on your brand slowly becoming famous for something specific
• You can bet on pulling off creative campaigns you wouldn’t have tried otherwise
• You can bet on hiring a content marketer that’ll focus on business growth, not just content production

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Of course, in the arid, unforgiving landscape of startupland there is no guarantee of success. You can only narrow the odds by identifying the few things that will make a difference, and executing those things quickly, and in the right order. That’s what this book is all about.

Who is this book for?

You’re either a founder, you’re responsible for revenue at your organization, or you’re a marketer. You’re also likely to relate to a few of these statements:

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• You've not tried content yet
• You depend on ads too much
• You think you mishired a content marketer
• You’ve tried content already but you didn’t see results
• You need to finally get started with marketing in earnest
• You need to put together a content strategy but don’t know how
• You want to hire a content marketer but you don’t know what to look for
• You’re producing a lot of content, but you don’t understand its relationship to bringing in new business

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About the author

I'm Alan, a content and growth marketer living in Sydney. I've spent the past six years figuring out what makes B2B SaaS companies grow (and what's a no-go).

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I'm really proud of the results I've achieved with my approach to content, and I’d be doubly proud if it helped you do the same. Here are some highlights from the work I've done with clients:

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• Brought in 4X organic-sourced leads in nine months for online finance provider Uncapped
• Won millions of organic social impressions and 17X organic-sourced leads for Adobe-acquired content scheduling tool ContentCal
• Grew pipeline 3X after repositioning and relaunching content workflow platform Lets Flo
• Doubled revenue and grew pipeline 5X in a year for ecommerce agency Nest Commerce

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My god am I glad to be finally sharing this book with you all! Drop me a message if you read it, I’d love to hear what you think.