How Goody Turned Content Into a B2B Revenue Engine

Shifting Away From Agencies

Oliver also highlights the Verbatim impact in contrast to his unimpressive experiences with agencies. As he puts it: 

“They don’t understand the business or how to tell the Goody story. They’re optimized to secure the contract, but they don’t really care for the quality after that.” 

He additionally remains skeptical of the agency model at large because: 

1. They typically push quantity over quality in terms of content
2. They tend to recycle the same playbook for every client without tailoring
3. They’re not incentivized to solve the same core problems as the actual brand team

Even more, with agencies, he frequently found himself questioning: 

• Who’s truly driving the strategy and execution? 
• Who’s responsible for and owns Goody’s projects? 
• How could we communicate in more transparent ways? 

When it came to Verbatim, says Oliver, Goody experienced one point person asking the right questions and understanding that every day is crucial for an early-stage company. 

Put simply: Onboarding with Verbatim meant no more spinning wheels. 

“Unfortunately, agencies run on a feedback loop with writers churning out bad content with bad results. Verbatim operates under a completely different model.”

Benefits of the Studio Approach

With Verbatim, Oliver witnessed firsthand just how embedded Adrian became, functioning like a natural part of the marketing team and broader company. 

He’d sit in on meetings, work to digest and fully understand the brand’s issues, and then apply that knowledge to the content, unlike an agency synthesizing someone else’s synthesis. 

Through that degree of exposure — hearing from heads of sales, finance, ops, etc. — it became crystal clear what challenges Goody was facing and how to address them through content. 

“For written content, it’s key to tell stories from firsthand experience. Quality suffers when someone writes about an event they’re removed from.” 

“If You Teach a Man to Fish”

As one of our earliest clients, Goody worked with Verbatim for roughly ten months. 

Today, the standard Verbatim contract runs for six months — comprising a few weeks of ramp and 4–5 months of shipping, testing, and iterating content. 

Once a client raises a Series A or hits a major growth point, we’ll stay on for a final month to keep shipping content, onboard, and hand off the engine to your newly hired in-house team. 

In other words: Verbatim is built with the end in mind. We enter your company at a pivotal stage to establish a content engine, build your playbooks, roll off, and help you hire internally. 

Goody as a client is one of our earliest examples of this process, which Oliver applauds from end to end: fundamental strategies, calendar development, scaling, and handoff. 

Long-Term Lessons in Content

In Oliver’s words, perhaps the most pivotal contribution Verbatim made was teaching the Goody team to view branding and content as living entities to cultivate and evolve with time. 

Now, they have a set of tools to continue independently growing and refining that Verbatim-crafted content engine. He refers to the old saying: 

“If you teach a man to fish… By teaching content, Verbatim provides the tools needed to scale.” ]

Oliver additionally attributes Goody’s ongoing brand positioning and consistency to how Adrian first taught the team to think, speak, write, and post about the business. 

Going In-House at the Right Time

At the same time, Oliver emphasizes the value of Verbatim intentionally not staying on past due. 

Ultimately, transitioning efforts in-house after their “mutually agreed upon endpoint” was valuable, since it was time for Goody to figure out how to completely own and run their content. 

As Oliver explains, thinking about that handoff from day one enabled both parties to plan and scale the content engine and its workflows for max efficiency and efficacy. 

“To this day, Verbatim’s fingerprints are all over the content we develop.”