Goody is the gifting platform that makes sending personal and business gifts — from plants to clothing to alcohol — as easy as sending a text.
We sat down with Oliver Citrin, Chief Business Officer at Goody, to learn how Verbatim built their content engine to drive B2B growth and new user acquisition. Our conversation topics include:
- Why content is his highest ROI marketing investment
- The value of positive reputation in the gifting space
- How Verbatim’s embedded model beats agencies
Applying Content to Build Reputation
As a gifting platform, Goody relies heavily on positive reputation, in terms of both consistent product quality and reliable fulfillment times.
After all, in order for someone to rely on your business to send a gift on a critical day in someone’s life, you have to present as trustworthy — beyond a doubt.
To build this trust, content is a critical piece of the Goody team’s strategy, going beyond traditional, flooded channels like Instagram or LinkedIn ads.
Instead, the company needed grassroots content to attract varied audiences while advocating for Goody across user attributes and demographics.
Speaking Directly to Consumers
Today, Goody publishes large amounts of original content aimed at convincing both businesses and individuals that gifting is a valuable activity and relationship builder.
- Consumers — People turn to Goody to ensure timely delivery for birthdays, anniversaries, etc., as well as to alleviate decision paralysis in the midst of countless gift options.
- Businesses — Employee gifting is proven to boost retention, satisfaction, and NPS.
Goody, therefore, leverages content to educate both prospective user pools on these benefits.
“A 40-year-old woman in Florida is probably looking for something different from a 20-something in New York. We want to speak to users at their own level.”
Going All-In on Content
The Goody team has been historically discerning in their marketing spend — getting creative with demand generation strategies while avoiding dependence on traditional media buying.
They’d witnessed how easy it was to, in Oliver’s words, “spend a shitload of money on ads that turned out little-to-no conversion.”
So, instead of throwing good money after bad, he resolved to capitalize on the most valuable type of user: the grassroots consumer who’ll resonate with and amplify what Goody does.
His approach to capturing these users? A wide-reaching but cleverly targeted content engine.
Buying Into the Verbatim Solution
Oliver was eventually introduced to Adrian, Verbatim’s Founder and CEO, as a potential solution.
After a quick call and surveying our portfolio, he was sold on the quality of the written work and the studio’s low-risk model relative to other growth channels.
This is especially true when compared to paid social efforts, which tend to require putting in hundreds of thousands of dollars over several months.
Content has since become a multi-faceted asset across their various digital presences as the Goody team repurposes Verbatim’s editorial and copy for LinkedIn and ads.
“With longer-form content, you can break it up and easily repurpose it. It’s far lower risk with a greater upside than traditional digital marketing.”