The Story Behind Grow and Convert
Grow and Convert got started when Devesh Khanal and myself, Benji Hyam, randomly met at one of Sujan Patel’s GrowthChat dinners in San Francisco. We were both mutual friends of Sujan and happened to be the first ones to show up at the dinner.
Devesh was talking about how he didn’t think that content marketing would work to get leads for his conversion optimization agency and I told him that he was wrong (standard). Devesh didn’t think that CMOs or high-level marketing executives would take the time to read content and find him through blogging.
I told him that I had just grown the ThinkApps blog from 0-35,000 unique visitors a month and that it was highest source of leads for our company. We were attracting CEOs, CTOs, Developers, Designers, Product Managers and more… so I knew content marketing worked to get leads for this type of audience.
Everyone at the dinner debated whether content marketing worked for businesses the rest of the night.
A couple of days later I called Devesh to follow up from the dinner and told him that I was thinking of writing a book on content marketing.
He said something to the effect of:
“that’s a really stupid idea…”
“what… you’re going to spend months writing a book that you’ll sell for $10 and hope that you make some money doing that?”
“If you can build a blog and you know content marketing so well, then why don’t you just grow a blog and show people what you’re talking about.”
I thought ‘that’s a great idea.’
So I said, how about this:
“If I create the blog, will you run this with me? I can talk about content strategy and promotion. You can talk about list building, conversion optimization and analytics – it would be the perfect combination.”
And that’s pretty much how we got started. On top of that, the first name I threw out was Grow and Convert. We looked it up on the spot and somehow the domain and all the social media channels were available…. It was meant to be.
A little bit more about our Grow and Convert and our goals
We started Grow and Convert because we wanted to help companies get ROI from content marketing. We were tired of seeing so many companies invest in content marketing with little to show for their efforts.
We were brainstorming what was going to make us different than the rest of the blogs out there.
We decided that:
- We wanted to focus on helping marketers inside of companies because having listened to everyone at that dinner, we knew that this was a huge pain point that wasn’t really being addressed. There are a lot of blogs doing a great job at helping solopreneurs grow their businesses, but not a lot of blogs helping businesses grow through content marketing.
- We wanted to focus on really high quality content. We wanted to write from experience and share case studies of things that we, and others, had actually achieved. We also wanted to test things on our site and share the results with others so that people could get ideas from things that we’re doing that they could then go test at their company.
About Benji and Devesh
We’re pretty much complete opposites.
I am right-brained and Devesh is left-brained.
This means that I typically just take action, and Devesh gets frustrated because he needs to be able to plan, analyze and measure everything. I think this is why our dynamic works well together. We fill each other’s gaps.
You’ll probably find a healthy dose of us making fun of each other on our site, giving each other a hard time, and sometimes getting mad at each other because our brains work differently. But it’s all in good fun.
You can hear more about the interesting dynamic between us on this podcast: Listen to our podcast interview.
About Benji Hyam:
When I was at ThinkApps, in less than 12 months I helped them become one of the top 30,000 websites in the US according to Alexa. Our blog grew from 0 – 35,000+ unique monthly visitors in 6 months, I took the website from 0 – 12,000+ monthly organic visitors, and boosted their domain rank from 1 to 49 according to aHrefs. Our website and blog contributed the highest volume of leads to the company. Through that experience I gained a lot of knowledge about growing a company (and website) from the ground up.
Before that, I was a Co-Founder at Social Proof Interactive, an inbound marketing consultancy. The company was profitable from day one of operations until my exit without any outside funding.
While at Vistage International, I ran our blog Executive Street which I scaled from 10 to 90 authors and from 1k to 20k monthly unique visitors in under a year.
Our site isn’t just about growing traffic, but it’s also about how to turn into revenue for businesses. I frequently write about content strategy, building content marketing teams, content promotion and inbound marketing tactics.
Interesting in learning more?
Interview: From 0-35,000 unique visitors in 6 months (GrowthHacking Podcast)
90% of startups fail because they don’t do this (NextShark)
About Devesh Khanal:
I run a conversion optimization agency called, Growth Rock, where I work with companies to increase their online conversions. We do this through extensive user research, usability testing, analytics evaluations, and A/B testing.
Growing an email list and nurturing that list through email drip campaigns will be a focus on Grow and Convert, and we’ll be blogging about our efforts on these fronts in detail.
Before Devesh Design, I ran financial strategy and cost modeling for a biofuels startup. I got my Ph.D. in Materials Science and Engineering at U.C. Berkeley.
Publications where I’ve been mentioned:
How to do A/B Testing Right (Forbes)
100 Conversion Optimization Case Studies (Kissmetrics)
Interested in Guest Posting?
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