How PDQ Leverages Content as Revenue Driver

The True Value of an Embedded Partner

Avi knew he wanted to build a content function that could scale repeatably. In his words, the goal was "that, as we do more and more of it, we get better at it."

From the outset, Avi was clear that the partnership with Verbatim wasn't going to last forever. Rather, it would give PDQ a quality, strong start to continue on its own.

Already, Avi shares that he is building an understanding of case studies, the ways of approaching merchants, the kinds of questions to ask, and how to extract meaningful content.

Avi views the partnership as a framework for finding the most effective methods to communicate value through content. 

As PDQ grows, they will internalize Verbatim’s case study strategy and continue on their own – leveraging Verbatim to build content across other segments.

Balancing Entrepreneurial Excitement and Deep Expertise

Avi shares two key characteristics that attracted him to Verbatim:

1. Our entrepreneurial mindset and willingness to be scrappy and experimental
2. That we have built content functions in similar situations; coming into a market and looking to displace legacy solutions

To Avi, a requirement for a good partner was the understanding of what it meant to create content from scratch alongside a company aiming to disrupt an antiquated market.

He highlights that Verbatim-produced content has made the most of pleased customers, combining interviews and editorial storytelling to represent PDQ's best values.

Flexibility matters for startups, and Avi is consistently impressed by our ability to make the most of the ideas that the PDQ team has for telling their story in the best way possible.

"Verbatim is a unicorn – combining availability, a willingness to help with anything, and an ability to deliver on the promise of producing killer content."

Making the Most of Content's ROI 

Avi is sincere in recognizing that while content can be an incredible driver, it also can be the most expensive part of a business and one of the most challenging things to produce.

For a brand to stop and produce content usually requires significant attention, resources, and people with specific skills.

Avi has seen many companies get stuck on "that one big idea" they're going to produce. But, it's not about creating that one thing; it's about creating many things that are repurposable.

For Avi, much of the magic of working with Verbatim is that we’re in the groove of creating content regularly – we find a way to manage and repurpose content across channels.

These days, brands can't just write for one medium. Especially for companies servicing a broad set of merchants, they need to consider how their target audience is digesting content.

Considering all of those challenges, Avi understands that good content can be overwhelming to produce. That’s why he’s so impressed with Verbatim creating content that’s – 

• Digestible and not overwhelming
• Usable and repurposable 
• Efficient and impactful

Avi stresses that we've managed all of this while ensuring that the process never becomes something that either is too hard, too expensive, or too time-consuming for PDQ to continue.

Another content production faux pas Avi sees frequently is when companies work in waves, giving content a real effort for a couple of weeks, getting exhausted, and then trailing off.

With content, if it’s not consistently maintained over a long period, whatever you built at first peters out and dies. Content has very little retained value without maintenance.

At his core, Avi believes content is king. Various marketing and sales approaches are essential, but they are crucially enhanced when you add good content to the equation.

"Good, digestible, consistent content will always significantly drive marketing and sales success when done right."