How PDQ Leverages Content as Revenue Driver

Jason Saltzman
Head of Growth

PrettyDamnQuick is the company making shipping and delivery both pretty damn quick and pretty damn easy by bringing the Amazon experience to independent brands.

We sat down with Avi Moskowitz, PDQ's CEO and Co-Founder, to dive into how PDQ has built its content engine with Verbatim. Avi gives us the rundown on:

  1. The undeniable value of content as education when innovating in legacy markets
  2. Using consistent, quality content as the backbone of sales and marketing
  3. Why flexibility and experience are top requirements for a good partner
"We're not just pretty damn quick, we’re also pretty damn simple. Getting customers to understand how PDQ works just requires a bit of education."

How PDQ Leverages Content to Drive Education

Avi explains that over the past couple of years, especially with the explosion of COVID, delivery became the center of the customer experience. 

As a result, brands must be aware of what happens after checkout, up until the point of delivery.

When managed correctly, delivery can be a growth engine for the business by increasing customer retention, increasing conversion at checkout, and reducing operational costs.

Especially with the approaching market downturn, people are more sensitive to revenue and costs, and PDQ optimizes all of the critical levers for independent brands.

But, sometimes, even if people know something is important, it takes a little while for potential customers to get to the point where they’re ready to pull the trigger and make a change.

For Avi, this is where content plays a vital role in driving education about PDQ through case studies and has served as a tremendous go-to-market lever.

The Value of Social Proof: Starting with Case Studies

With the explosion of eCommerce, customers are shifting their spending habits online, so merchants have to find a way to replicate the in-store experience.

With face-to-face shopping, the entirety of the logistics for fulfillment and delivery took place with a shopping bag. You take the item, put it in a shopping bag, and you’re done.

With eCom, that process is much more complex and forces brands to answer questions–

  • Where's the customer, and where are we delivering their product? 
  • What's the product that's getting delivered, and how do we box it? 
  • Are there any special requirements?

Companies now realize there are many things they need to understand where previously they didn't pay much attention to business logistics.

They are now figuring out that, if done correctly, delivery can improve profitability, customer experience, and customer retention, and ensure profitable transactions.

Because of the complexity around delivery, Avi sees that there's education required for businesses to understand their options.

It's not a simple thing. There isn’t a magic button to make the delivery experience awesome. It involves a lot of things, including–

  • How brands present their delivery promise to the customer upfront
  • Delivering within the promised window at the lowest possible cost
  • Notifying the customer and keeping them updated with the progress
  • The ability to make accurate but aggressive promises
  • Seeing the delivery as an opportunity to upsell

Understanding these variables requires education. However, businesses are unique, so a flower shop, a clothing store, and a bakery will all have different needs. 

Each business has complex requirements and approaches them from different perspectives to understand their logistics, fulfillment, and delivery.

Avi highlights that merchants, like most entrepreneurs, need to see how their peers use PDQ and then draw parallels to their own brand to see how PDQ could be valuable to them. 

"Case studies help merchants understand that there is help out there that can come quickly, cost-effectively, and make a material impact for the business."

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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."

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