Ditch the boring content: How we built an audience of 15,000 people
In this session, Matthew will share how he built a community of over 15,000 members by ditching the typical B2B content and creating engaging, fun, and educational material. Learn how he used witty and non-boring content to capture attention and foster strong connections. Discover practical strategies for creating content that resonates with your audience, driving both engagement and growth. Whether you’re in RevOps, MOPS, or any ops role, this session will offer actionable insights to help you build a vibrant community around your brand.
Ditching Boring B2B Content: How Matt Volm Built a 15,000-Strong Community
Traditional B2B content no longer captures the attention of potential customers. That’s why Matt Volm, Founder of RevOps Co-Op, chose to take a different approach. Instead of relying on stale, corporate messaging, Matt’s secret to building a thriving community of 15,000 members was to create engaging, fun, and educational content.
During this Game Changers session, Matt shared invaluable insights into how he grew his community, the content strategies that worked, and the importance of staying authentic and true to your brand.
The Journey to Building RevOps Co-Op
Matt’s journey into community building started over four years ago when he launched RevOps Co-Op while developing a software product called Funnel IQ. Initially, the goal was to build an analytics platform for revenue teams. However, after much iteration and pivoting, Matt realized the community had grown organically, and it was the community itself that had the most potential. So, he made the decision to focus entirely on nurturing this vibrant group.
Fast forward to today, and RevOps Co-Op has grown to over 15,000 members, ranging from professionals in revenue operations, sales, marketing, and customer success operations. The community has become a place where industry experts collaborate, share insights, and support each other.
The Key to Success: Fun, Engaging Content
One of the standout strategies that helped RevOps Co-Op thrive was their commitment to content that doesn’t follow the traditional B2B script. As Matt explained, creating content that was both educational and fun was a game-changer. This included everything from witty jokes in newsletters to memes and GIFs, adding a personal touch to the usually dry B2B world.
The first steps in content creation were simple but effective: starting with a newsletter and a Slack group. While content creation is typically the next big hurdle for many organizations, Matt’s approach was different—he started with content curation. By sourcing relevant resources from across the web, he compiled them into a digestible format that delivered value to the community.
From there, they evolved to create more original content like video skits, LinkedIn posts, and email campaigns—each designed to be relatable and entertaining. A great example of this is the humorous skits Matt created, such as “A Day in the Life of RevOps” or “Six Things You’ll Never Hear RevOps Say,” which resonated with his community and led to increased engagement.
Community Growth Through Organic Efforts
What sets RevOps Co-Op apart is their ability to grow the community organically. With no ad spend, the community expanded through personalized LinkedIn connections and referrals. Matt took a hands-on approach, sending out personal connection requests on LinkedIn to people in the revenue operations space, inviting them to join the community. He also relied heavily on existing members to spread the word, creating a snowball effect that fueled community growth.
Matt’s transparent, fun, and engaging approach has helped build a community that not only grows but thrives over time. The value-driven content isn’t just about attracting members; it’s about keeping them engaged and building long-term relationships.
Finding the Balance Between Fun and Professional
One question many marketers face is how to strike the balance between wit and professionalism. As Matt shared, it’s about being authentic and true to your voice. It’s okay to have fun with content, but it’s important to ensure that it aligns with the core values of your brand. For Matt, this meant including a little humor and lightheartedness, even in professional settings. This approach created a more engaging atmosphere and helped RevOps Co-Op build trust with its members.
Of course, experimenting with content comes with its own challenges. Matt noted that there have been times when humor didn’t land as expected. However, by keeping a close eye on feedback and learning from mistakes, Matt was able to fine-tune his content strategies to better resonate with his audience.
Using Data to Optimize Content Strategy
When it comes to measuring content success, Matt relies on key metrics that go beyond open rates or impressions. Instead, he focuses on engagement, unique clicks, and feedback from the community. Data helps them understand what type of content resonates best with their audience, allowing them to refine their approach and deliver even more value.
As Matt said, “People have short-term memories, and they forget things quickly, so don’t be afraid to put out content that may bomb. You’ll learn from it, and the more you experiment, the more you learn what works.”
The Power of Feedback
Another key factor in RevOps Co-Op’s success is their emphasis on feedback. All email replies go directly to Matt’s inbox, creating a direct line of communication with the community. They also use tools like HubSpot’s survey functionality to gather feedback and refine their content. This approach ensures that the content continues to meet the needs of the members while fostering a sense of connection and trust.
What’s Next for RevOps Co-Op?
Looking ahead, Matt has big plans for the future of the community. The upcoming RevOps AF conferences in New Orleans and Berlin are just the beginning. Matt also plans to introduce a RevOps certification program, further solidifying RevOps Co-Op’s role as an educational hub for professionals in the space. These new initiatives will help bring the community closer together and support the next generation of RevOps professionals.
Building a community that engages, educates, and fosters real relationships is no easy task, but Matt Volm’s approach to fun, data-driven content and organic growth has proven to be a winning strategy. His journey from product pivots to community success offers valuable lessons for any marketer looking to ditch the boring and create content that truly resonates.
Ready to join a thriving, engaging community? Check out the RevOps Co-Op community and see how you can get involved.
Key Takeaways:
- Create content that’s engaging and fun: Find the balance between humor and professionalism to build a genuine connection.
- Use data to optimize content strategy: Track engagement metrics and use feedback to refine your content over time.
- Don’t be afraid to experiment: If a piece of content doesn’t land, learn from it and try again. The more you experiment, the more you’ll grow.
- Focus on community engagement: Organic growth and referrals can drive membership, but active engagement keeps the community alive.
