John Bonini

Content Brands

Content Brands is the consulting program that helps B2B companies turn their expertise into a content engine that builds awareness, trust, and an audience that cares every time you publish. No more boring, disconnected, and undifferentiated content.

Founder

Some Good Content | Content Consulting & Community

Some Good Content offers coaching for growing B2B SaaS companies and is also a community of content marketers with 500+ paying members.

You’ve built a great product. Now, you need more people to find it. 

But, starting and/or growing a content program can be complicated. 

There’s the overall strategy––What should you be writing about? What are your core editorial themes? The worldview that’ll help you differentiate from all the other noise in your space?

Then there are the various mediums––Should you invest more in blogging? Start a podcast? A video series? How can you connect all of these different content properties and create a powerful engine? 

And, there’s distribution––You’re not just going to drop links across every channel like most other companies, right? Or, will you have a plan for sharing learnings and insights natively across different channels? 

There are brands that publish content, and then there are content brands––brands that create content so good and so helpful, that the content stands on its own as a brand. One that builds loyal followers and raving fans. 

You want to be the latter. Check that, you need to be the latter.

I’m John. I’ve spent the last 10+ years in SaaS leading marketing and growth teams to build content brands. 

I help you implement the processes and frameworks needed to execute a strategy that helps to build your brand and drive acquisition.

Louder Than Words

A podcast where I host prolific marketing leaders to explore how they use content to build unforgettable brands. A top 2.5% podcast, named by Inc. as one of the top marketing podcasts to follow.

Founder & Host

Databox

Head of Marketing

Litmus

Major global brands across every industry and vertical trust Litmus to make email better, including 9 of the top 10 ecommerce brands, 7 of the top 10 technology companies, and 23 of the top 25 US ad agencies. Backed by $49M from Spectrum Equity, the email creation, testing, and analytics platform empowers marketers, designers, and agencies to confidently deliver great customer experiences.

Some of my key accomplishments: 
- Introduced a growth discipline to the company, wherein measurement of key inputs across the customer lifecycle were tracked in order to identify key areas of growth, develop hypotheses for growing key metrics in these areas, and ultimately improve conversions and net billings as a results.
- Managed a small team of 2 engineers, a graphic designer, and a marketing coordinator to continually conceptualize and test key initiatives to accelerate growth via the agile scrum methodology. 
- Identified and analyzed key challenges around free trial activation, wherein our team tested changes to in-app onboarding, as well as the payment UX, that resulted in improvements to overall visit:signup rates, as well as an encouraging trend line in signup:activation rates. 
- Developed weekly reports and analyses of our marketing funnel, and more specifically, key touchpoints related to signups and paid activations, to present company-wide. 
- Successfully increased annual subscriptions by >200%
- Combined my analysis of customer feedback, behavioral analysis, and market research to refine our website messaging and positioning.

Growth Director

IMPACT Branding & Design, LLC

I manage and execute IMPACT's entire marketing strategy. Responsibilities include the development, publication, and management of all agency marketing content, qualified traffic and lead generation, and maintaining a powerful website, as well as a powerful online and social media presence.

Marketing Director

Managed all in-house and client marketing content initiatives. Responsibilities included content creation in the form of strategic development, copywriting, blogging, premium content development, press releases, and email marketing.

I also worked with clients in the development of a content strategy and worked to optimize all content to ensure high search engine visibility. Additionally, I trained and managed more than 10 employees in the creation and management of marketing content for all IMPACT accounts.

Content Marketing Manager

New Haven Register

As an intern at the New Haven Register, I constantly worked under intense deadlines in order to produce and cover area sporting events and stories. 

Responsibilities included:

- Covering local and statewide sporting events
- Writing and interviewing subjects for human interest stories
- Copy editing
- Speaking with area coaches on a nightly basis to enter scores and statistics

Sportswriting Intern

I’m John. I’m a guy that does marketing. I previously ran growth for Litmus and am now director of marketing at Databox, a software company making it easy for people to track all their marketing and sales performance in one place.

Most marketing teams could cut back on their publishing frequency and nothing would change. 

They could then spend that extra time extracting insights, perspectives, and observations from the content they *are* publishing for unique angles across other mediums and *everything* would change. 

They'd build an actual audience, start dialogues (DMs, email replies, etc.), actually collaborate with their audience, etc. 

There’s an opportunity cost to staying on the content hamster wheel.

Helping B2B companies and individuals build their content brands | Marketing Consultant | Dad x5 | Shoots 85% from the free throw line

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