Today Content Refined turns 2.5 years old and Maddie has recently shared a BIG post about the journey!
Plus they just had a video produced to help people learn more about Content Refined…
In this post I want to share 3 lessons I have learned from my position (idea identification, initial system architecture and assembling/stewarding the team).
In the summer of 2016 Maddie joined my team with the mandate of systematizing the content creation process for my portfolio of sites. She killed it!
From that effort we decided to launch Content Refined as a content marketing company.
I documented that launch when I announced it in this post – https://websiteincome.com/content-marketing-strategy-launch-business/
It grew incredibly well, achieving 10% week over week growth for the first few months.
There have certainly been a fair number of challenges/opportunities and in this post I hope to share from my perspective what the 3 most significant lessons were.
Lesson 1: Systems Can’t Replace People!
For everyone that reads this site they know I LOVE systems. Systematized business processes and systematic solutions to problems are core values for the business.
However, despite the engineers desire in me to build a system that doesn’t require great people to run it never happens. Great systems allow great people to execute better.
As I significantly shifted my focus in 2017 to adbank my core businesses needed to be managed and any business where there was a manager responsible for running the business did well. However any business that was solely dependent on a system went off the rails.
Maddie grew the business, Laura managed it while Maddie was on mat leave and I have had limited ongoing involvement. No system could have been built to adapt to the changed and achieved what the team has achieved!
Lesson 2: Churn is a Moral Sapingl!
Content Refined has been a great business with significant initial success and very solid longer term performance. But as with any recurring revenue business that is non-essential, churn is the enemy!
Trying to keep growth moving while fighting churn is a never ending battle and can be very unmotivating.
Sometimes even solid months feel like this…
For anyone who ever wants to dig more into recurring revenue business models this is the best article on any subject ever and it focuses on metrics – https://www.forentrepreneurs.com/saas-metrics-2/
Lesson 3: Focus on your Strengths in a Congruent way!
Congruent has been my favourite business word for awhile. Ensuring the people, value proposition and systems are all aligned congruently is critically important.
Building that congruence around the set of strengths that makes you unique and focusing on it has been where our biggest successes have come from and also, when we drifted, where our biggest failures occurred.
For Content Refined, the effort around data analysis (to determine what tools/metrics give our content the best predictive ability to perform well in Google) has been very rewarding. Trying to broaden and sell other services where our set of strengths didn’t align didn’t get off the ground in a significant way (for example, an email marketing service to existing clients).
Being accountable for results and not just words, as a content marketing company that uses data (and the thousands of articles we’ve already published) to continually refine what is working now, is what has Content Refined clients loving the service.
I hope my view on the 3 key lessons while stewarding the growth of Content Refined has been useful.
If you have any content marketing needs be sure to book a free call with Maddie or Laura… they often share some pretty incredible and specific to your site insights on those calls! You can book here if there is availability.