The More They Know, The More You Grow: How to Drive Business Through Educational Content

I used to have to get all dolled up and leave the house to get things notarized. But ever since the Internet extended its digital tentacles into the notary space, I’ve been able to stay comfortably ensconced in my room with a view. I had no idea it was possible to get documents legally notarized without wearing pants until I happened to discover a blog post about how online notarization works. That post? Written by none other than the crack team at Notarize — one of the world’s first players in the online notary space. Today, I’m joined by Ryan MacInnis, director of marketing at Notarize. He’ll tell us why and how Notarize makes educational content the main focus of its marketing strategy — and he’ll share the notable ways it’s helped build the brand.
12/19/2019

As of today, I’ve been inside for… 23 days straight! Why? Because there’s literally no reason to leave the house! These days, I get my groceries dropped off, my pet supplies delivered, and my prescriptions mailed right to my pale, un-callused hands.

Now, I used to have to get all dolled up and leave the house to get things notarized. But ever since the Internet extended its digital tentacles into the notary space, I’ve been able to stay comfortably ensconced in my room with a view.

I had no idea it was possible to get documents legally notarized without wearing pants until I happened to discover a blog post about how online notarization works.

The website I landed on? Notarize.com, which has made a brisk business out of closing the gap between potential customers’ search queries and its next sale.

Because, even though Notarize is doing something incredibly convenient — and even though a full 25% of people say they’d use an online notary service — just 8% of the U.S. population has heard of Notarize. That’s roughly the same number of people who actually wanted that free U2 album. The company had to start from the very top of the funnel to educate, attract, and sell to new customers… and judging by its #1 position on Google’s organic results for “online notary,” boy, is that strategy working.

I’ve got Notarize’s Director of Marketing, Ryan MacInnis, here with me today to tell me all about the company’s well-oiled “content machine”. He’ll share how Notarize decides what content to create, who actually makes it, and how the company’s content creation team works with its paid media team to create one super-slippery sales funnel.

Watch the episode above to hear Ryan answer these questions:

  • How do educational content pieces like the Remote Online Notarization Guide help bring customers to you?
  • How does the Notarize content machine work? What process do you go through to identify, create, publish, and promote each piece of content?
  • Any advice for companies looking to focus harder on educational content?

Wow, what a great conversation — and not just because it’s the first human interaction I’ve had in days. Now it’s your turn! Does your brand create educational content? How’s it working for you? Tell me in the comments. Please. I’m so lonely.

Author: Josh Braaten

CEO - Brandish Insights

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