Show Notes: Will Bachman welcomes Alex Boyd, the founder of Revenue Zen, a B2B organic growth marketing firm. Alex talks about organic growth marketing and how it is simply sharing knowledge about a product or service through platforms like websites, forums, and social media without relying on paid advertising. Alex's strategy works because clients are drawn to the content and reach out to him. He is now helping other B2B companies achieve success through organic growth marketing. Developing Organic Content for B2B Markets Alex Boyd works with B2B clients who typically have an average order value of at least 20k to 50k or more. He helps them to find their voice, clarify their thought process, produce content, get it out there, and watch that turn into leads and pipeline. His clients are usually software companies, consultancies, and other service providers who sell digitally and have a higher than average ticket size. By writing LinkedIn content that is well targeted and speaks to their audience and producing blog posts that are targeted to niche, lower volume keywords, his clients can see a huge ROI with just a few leads. Alex talks about how they help software companies create content. He explains how they have a structured interview with the founders of the companies to understand their needs and goals, and draw out their expertise. Then, they create content that focuses on the specialty of the company as well as how technology can be used as part of the process. He emphasizes that the founders may not be social media writers, but they can provide valuable insights on how to implement the solution. Alex offers a sanitized case study of a software client. Most of his clients receive targeted, well-written content that they can post themselves.  Alex’s business helps clients craft effective social media content that can help them generate leads. He advocates for a structured interview process to draw out the client's expertise, and then they can coach them or produce content that the client can edit. Alex shares a few interview questions that help draw out valuable information on the company that helps build engaging content that yields results. He identifies the type of content that works.    Tips on Creating Engaging Content  He suggests starting with an origin story, as it helps the client's network to understand why they started the business. He also suggests asking about the client's favorite interview questions to draw out the information. Alex believes that making up content for social media does not work, and that it is important to draw out the expertise and knowledge of the client to create effective content. He emphasizes the need to be short and insightful in content marketing.  Alex explains how to manage reaction and engagement to social and content posts, and how to transition from commenting on someone's posts to having meaningful conversation. He offers tips on backlinks, messaging and responding, and how to prep the groundwork for posts.  Alex said that the majority of the 135 engagements he has brought in from his LinkedIn posts and comments have been inbound. He suggests that the best way to have a conversation with someone is to have a natural conversation that doesn't have a direct lead into one's service but is still relevant. Will asks for tips on how to move from commenting on someone's posts to having a live conversation. Alex suggests providing a targeted note expressing interest in talking and engaging in meaningful conversations that don't lead to a sales pitch. He adds that the best conversations are those that don't lead to a sales pitch but are still relevant. When engaging potential customers on social media, it is important to be mindful of how you approach them. Instead of leading directly into a sales conversation, it is best to demonstrate your expertise by asking questions that show your credibility. To do this effectively, ask questions related to the topic that you know about, and make