Content marketing is used by 91% of B2B companies. It is seen as the core of digital marketing, a way to organic or inbound sales and growth. A gold mine to business growth.
One major challenge that we encounter in content marketing is producing high-quality content that can pull readers’ attention more than competitors, and makes sales, without sounding much salesy.
Tons of content marketing tips and strategies are told by experts and professionals, but here we are into the content marketing secrets, for the inevitable growth of your business or firm.
Flying Cat Marketing – a startup with the goal of creating amazing content for their clients and increasing their sales. They serve globally for SaaS-based companies.
We interviewed the founder of Flying Cat Marketing, Maeva Cifuentes, to know the secret tips to grow a business through content marketing (and we found one secret content marketing tip)
Maeva comes from a linguistic background. She was a professional translator for a decade, helping brands recreate marketing messages and expand into new markets in French, Spanish and English.
In 2019, she formed Flying Cat Marketing, in which she’s helped brands launch and scale content strategies. Her team’s approach to content is driven by stringent quality standards and a focus on fulfilling search intent for fully organic distribution.
Flying Cat Marketing currently helps tech companies in the hospitality industry reach their revenue and funding goals.
INTERVIEW
Q1. “Content is King” How do you see this very famous quote?
I find it a little cliché, but I can’t help but agree with it.
Content doesn’t only drive brand. Without content, your brand is only an internally shared narrative—it is the only way to drive organic and paid growth that really moves the needle.
Content is like an investment — it helps you build assets that will ultimately drive business growth on their own. Relying only on outbound and sales makes it harder to focus on other areas of growth.
Q2. I have a special “Hello” for “Buddy”. So, please introduce Buddy to us.
Buddy was a former street cat that I adopted, with the initial investment of only fostering him until he got adopted.
His name is Buddy because I didn’t want to get attached, so I just called him what I call all animals whose names I don’t know: “Buddy”. He began answering to that name and is now my full-time buddy.
A few years ago he jumped off my rooftop terrace in Barcelona — it was a “fourth” floor, the kind that you have to go up 3 flights of stairs before getting to the “first” floor. By American standards, it was a 7-story drop. He survived (not without some broken bones) and was diagnosed with something called “parachuting cat syndrome”.
When the shock blew over and I could laugh about it, the name was the inspiration for what is now Flying Cat Marketing.
Q3. What makes Flying Cat Marketing different from others?
We offer SEO-driven content marketing strategies. Too many SEO agencies don’t focus on content, and they produce boring, SEO-only content.
We focus on the quality of the content and emphasizing with the reader rather than doing anything to rank.
Our SEO is, in essence, thought leadership.
That’s where we are different and that’s what our secret; we filter our content through our brain, rather than rewriting the existing content in new form. Hopefully, that’s what Google expects of us, and it values such thoughtful content and ranks better.
Q4. How does the importance of content marketing differ from B2B to those of B2C?
The difference is getting smaller.
The main difference is that in B2B content, you should pay attention to the day-to-day frustrations your avatar is experiencing in the workplace, in their role. And you also need to remember that there are usually several decision-makers, long sales cycles, and procedures for choosing software.
Otherwise, there’s lots of overlap, especially in the way you can use content and messaging.
Q5. For a startup to implement content marketing, what process should they follow for content production? How to form a team, and what work flow, and strategies should they use?
The process we would recommend is this:
- Interview your customers to understand their daily challenges, their goals in their role, what they’ve done to achieve it and what their responsibilities are.
- Map out the customer journey—what questions are they asking at each stage?
- Build a backlog of content based on this information and then do keyword research to map it to the topic.
- Stay focused and create each piece on a regular basis. Include other people in your content—interview influencers, your customers, and anybody who can provide valuable insight.
Q6. What are some tools that every content marketing team must have, for an efficient content strategy?
Their brains, mostly.
If you can use that, the other tools aren’t as important.
At Flying Cat Marketing, we use our brains, and also Ahrefs, Clearscope, Canva, and ClickUp.
Here’s a list of content marketing tools that are popular:
- Grammarly
- Hemingway Editor
- HubSpot Blog Idea Generator
- Surfer
- CoSchedule Headline Analyzer
- Portent Content Idea Generator
- Squibler
- Calmly
- Ideaflip
- TheHoth
Q7. What according to you makes content sell better without sounding salesy?
Emphasizing with the reader is always the most important thing. Doing your best to credit them for what they already know, and talking to experts when you don’t have the expertise yourself.
Q8. What are some new innovations that you see coming in the content marketing and content strategy in future?
I think SEO is going to need to always be thought leadership. There will not be a division between “SEO content”, and the rest—SEO will be just a distribution method, and all content will need to have an opinion/perspective to be compete.
Q9. I have met a few startups who seem to ignore content marketing! What message do you have for them?
Some startups don’t have writers or anyone marketing-minded on their team. That’s understandable. Content marketing is a big investment!
I’d say… don’t undervalue it.
Build a content strategy for your business, get a content team, or hire a freelance content writer, write engaging SEO-friendly articles, filter it with your brains or expert’s brain, follow the content marketing secrets that we shared in this article and grow
Last question; Can you share your one personal learning from your startup adventure or from content production, that you think is a secret so far?
Don’t try to focus only on high-volume or only on high-intent. Build a healthy portfolio of content, just like you would for any investment.
Final Words
NxtDecade thanks Flying Cat Marketing Founder and CEO, Maeva Cifuentes, for sharing her startup stories and the top content marketing secrets directly with us, and also for showing us the way towards efficient content marketing that is a combination of thought leadership and SEO.
Google (and other search engines) and readers, both value content that is discoverable plus thoughtful.
And, that’s all possible if we remember the secret tip – Filter The Content Through Our Mind.
Note: This article contains an Affiliate link. If you use the link to purchase the product, we get some commission for our coffee
The interview questions are prepared by Sanya Singh.
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