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THREAD: How @AnimalzCo became the best content marketing agency in the world.
I believe they're the best, but the funny thing is, I've never used their services. I'm not even sure I've read any of their blog posts. Maybe?
Yet, somehow I believe it. Weird how that works.
I believe they're the best, but the funny thing is, I've never used their services. I'm not even sure I've read any of their blog posts. Maybe?
Yet, somehow I believe it. Weird how that works.
I talked to @devinemily today about how Animalz competes, this is what I learned:
They're ~100 people big today, and only 6 yrs old. When asked to sum up the key to success, she said: process.
They have a process for everything. Almost no decision is made without a process.
They're ~100 people big today, and only 6 yrs old. When asked to sum up the key to success, she said: process.
They have a process for everything. Almost no decision is made without a process.
The first 3 years it was mostly founder-led success. @smalter had a great network to get referrals from, and he cared a lot about quality. He was managing by walking around, holding the standard up high.
But that didn't scale.
In 2018, @devinemily and @haleymbryant joined.
But that didn't scale.
In 2018, @devinemily and @haleymbryant joined.
Previously, the content quality was fluctuating, inconsistent. It was clear that the current approach would not scale.
They focused on the editorial processes, hiring processes, business processes, and so on.
Above all, they focused on their product: content.
They focused on the editorial processes, hiring processes, business processes, and so on.
Above all, they focused on their product: content.
On their journey, they've spent little to no time thinking about the competition - even though content marketing agency space is extremely saturated.
They've focused solely on delivering the best quality content through the best processes.
They've focused solely on delivering the best quality content through the best processes.
That strategic trade-off means that they are not competing on content volume nor speed. Clients looking for that are not a fit.
Delivering on quality at scale also means you have to have strong people processes: from hiring the best to strong people management.
Delivering on quality at scale also means you have to have strong people processes: from hiring the best to strong people management.
They invest a lot in their people: editing services, OKRs, team management, manager training, the way they do 1:1s, various perks, education.
They're very intentional about internal team communication, and it's consistently rated very high by the team members.
They're very intentional about internal team communication, and it's consistently rated very high by the team members.
Their blogging strategy has been very effective: even though they don't get a lot of traffic to it, the content is bringing in leads. Prospective customers reference various blog posts in sales meetings.
Their content is deep, detailed, not at all top of the funnel.
Their content is deep, detailed, not at all top of the funnel.
Besides their blog, they're actually not doing much else with their marketing that's intentional or strategic. So a lot of untapped potential there.
Future growth bets:
- diversifying the product line
- investing even more in internal trainings and growth paths inside the org
Future growth bets:
- diversifying the product line
- investing even more in internal trainings and growth paths inside the org
@devinemily if I mischaracterized anything, please do chime in here :)
My conversation with Devin will be available via my podcast where I explore how different companies are approaching their competitive strategy.
Launching next month. Sign up at http://peeplaja.com
My conversation with Devin will be available via my podcast where I explore how different companies are approaching their competitive strategy.
Launching next month. Sign up at http://peeplaja.com
