How Goody Turned Content Into a B2B Revenue Engine

Jason Saltzman
Head of Growth

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: 

  1. Why content is his highest ROI marketing investment
  2. The value of positive reputation in the gifting space
  3. 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.”

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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.” 
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