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When the marketing team at Mailshake — a company that provides software for salespeople doing email outreach — made its content marketing plan, they knew they wanted to go big. Really big. They interviewed customers and stalked the service team. They collaborated with influencers. They outlined a content piece that went far beyond a 700-word, “keyword optimized” blog post. The result? The Cold Email Outreach Playbook, a massive “how-to” guide for anyone doing cold email outreach for sales.

We interviewed co-founder Sujan Patel to get the full story of this and similar projects produced by Mailshake.

As Sujan told us, it took almost six months to put the playbook together, but the results of their efforts have been tremendous.

In the year since the guide was published, the playbook has driven:

  • 50,000+ website visitors
  • 590+ paying customers

As for revenue, with a product that costs $19/month per user, it’s safe to say the Cold Email Outreach Guide has generated mid-six-figures in revenue — so far.

“This is a strategy I’ve done at several companies, and every time, the ROI has been more than worth it,” Sujan told us.

  • ML

    Mark Lindquist

    about 1 year ago #

    One thing that can help inform 10x content is to do a regular article and see what kind of engagement it picks up organically. I've seen this a lot, where a piece I don't have high hopes for ends up performing super well, and revealing a keyword bucket or general topic area that has a lot of promise. It means you don't have to go in blind and put all your eggs into one expensive basket before you have any idea of how it will perform.

    • AN

      Andrew Nicoletta

      about 1 year ago #

      That's a pretty wise strategy - know to look for the unexpected successful channels. Then double down there. I like it!

  • NC

    Nathan Collier

    about 1 year ago #

    "Epic" content like the cold email outreach guide they created can be huge if well researched and executed properly like Mailshake has. There's also the lesser told side of tons of time/money put into major content pieces with little to no results. You have to be surgical to get this right. Kudos to Mailshake.

    • AN

      Andrew Nicoletta

      about 1 year ago #

      Yep. "Failure" stories usually have more lessons than success stories. I would love to see more of those written in the marketing community.

  • ED

    Elise Dopson

    12 months ago #

    This is fantastic, and proves that high ROI from content marketing isn't a myth -- especially if you're spending the time to make it 10x better than anything else available on the topic.

    The customer survey was a great addition too. I can't even explain how important it is to regularly get feedback from your customers before even thinking about the content you're going to create.

    • AN

      Andrew Nicoletta

      12 months ago #

      Agreed, Elise. Getting feedback from customers during the content creation process can also be effective for creating a piece that resonates and gets results.

  • NS

    Niranjan Singh

    12 months ago #

    This certainly proves that good content converts. People crib about their content not performing, but its mostly the problem of people creating not good enough content and then putting enough efforts into ensuring its distribution

  • OS

    Olivia Seitz

    about 1 year ago #

    I love Mailshake's research techniques for making sure they understood what their customers needed; you can't make assumptions going into content like this!

  • NL

    Nicki Laycoax

    12 months ago #

    That's amazing, Andrew. This leaves me thinking about what type of content I should create for oogur to get even a fraction of the results. Thanks for sharing.

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