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And that was fine. Mailshake’s business came from two main channels: Word of mouth Content marketing/SEO Word of mouth resulted in over 50% of new business for Mailshake. Together with content marketing, the two accounted for about 85% of new business when the playbook was in development. So, Mailshake’s team designed the playbook to be effective in both channels.


But, they had another motivation for creating the south korea cell phone number list playbook: they were latecomers to their niche and needed a way to stand out. “We’re never gonna beat people on every little product feature,” Sujan admitted, “but we can beat people on being a market leader, and that comes by educating folks.” So, they started tracking brand mentions before and after releasing the playbook.


In a year, they watched their brand mentions rise from a handful per month to 65/month (as documented on Buzzsumo). content marketing roi 16g them carve out a permanent position in their niche. If brand mentions increase, their visibility is increasing—making it easier for new customers to find them. The Payoff: A Content Asset that Continues to Drive Traffic Sujan is a firm believer in producing content for the long game.