About James Rose & Content Snare
James Rose is a reformed Australian digital agency owner and the co-founder of Content Snare.
Content Snare is an online software service designed to cut down the time and headache wasted on chasing up clients for website content.
Content Snare is one of the best content marketing tools helps digital agencies and web designers get content from their clients.
One of the biggest bottlenecks in the web design process is waiting on clients to send their content through.
After countless follow-ups and an email trail longer than your to-do list, it’s still common for deadlines to be missed.
Content Snare helps you get the content back on time and in the right format, in a process that’s simplified for the client and your agency.
Instead of wading through different files, a massive email trail and Dropbox, Content Snare provides a central place where you and your client can access everything.
Episode Resources & Links
- Content Snare
- Content Snare on Twitter
- Grow Your Web Design Business
- James Rose on LinkedIn
- Agency Highway Podcast
Meet James Rose
Phil Singleton: Hello everybody, and welcome to another episode of The Local Business Leaders Podcast. I am your host Phil Singleton. Today our featured guest is James Rose. James is a reformed Australian digital agency owner and the co-founder of Content Snare. Content Snare is an online software service designed to cut down the time and headache wasted on chasing up clients for website content.
So, wow. I’m a website, SEO, digital marketing owner myself. And I can tell you that this is one of the most difficult things that us agency owners run into. We’ll get a website, you know, 90% done and then be waiting weeks and weeks on content from the clients, who are busy during their own thing, right? The website’s a really important part of their business and it’s the hub of basically anybody’s modern digital marketing program. Yet getting that critical content up onto a new website can be like pulling teeth.
So anybody who creates websites for a living and knows how tough it can be to get the content needed to complete and launch a new website is gonna love this. And I think other folks with small businesses that listen to this podcast as well will kind of understand some of the challenges that we have in … Or in getting this kind of content. Really probably for websites but just maybe ongoing, you know, content for the website and other projects as well. So we can’t wait to really dig into this.
James, welcome to the show.
James Rose: Thank you for having me, Phil.
Phil Singleton: Awesome. I can’t wait for this one. ‘Cause anytime we get the chance to talk about our own company’s pain points and stuff like that is always a treat. But before we get into that kind of stuff, can you give us a little bit of background about yourself? I mean, literally your first kind of job out of school or what have you? How did you get started into the business world? And what was kind of your story in terms of getting to where you are today?
James Rose: I think I have one of the more boring stories here. Like, I always hear people like … Oh, they like selling things to people in school and stuff like that and always have had the entrepreneurial thing. But I did not at all. I was fully in the system, you know? Go to university, college as you guys might say. And then get an engineering job, ’cause I was really into that sort of stuff, like super logical and liked working stuff and I liked working on that kind of … Sorry, moving stuff, you know, like machinery and all that. And I was just fascinated by it and I wanted to make it.
So that’s where I went. But yeah, I just did the thing. I went to college, got my job. Was doing … Just did that for a few years. And then a friend of mine was going to an online marketing conference and he had a free ticket. And you know back in the day when online marketing conferences were basically pitch fests?
Phil Singleton: Mm-hmm (affirmative).
James Rose: But yeah, I went to one of those kind of things. And … But it actually provided a fair bit of info on like how to sell other people’s products for a commission online. And that sort of … It was one of those like Matrix red pill moments where, you know, I couldn’t get back now that I know that I can make money on the internet. Yeah, that’s pretty much how it all started.
Phil Singleton: The conference basically lit the fire, huh?
James Rose: Yeah. Like, so I went home and started building websites and trying to monetize them with … Back in the AdSense gold rush as they called it, where you could just throw up rubbish websites and put AdSense on ’em and try to get them ranking in Google to make some money. And yeah, that was my start. Like, in hindsight we made some terrible, terrible websites. I mean, we were probably putting a lot of crap on the internet and I’m glad it went away. But …
Phil Singleton: How awesome was it for a while? I mean, as it was kind of easy to make a little bit of money back then, or a lot of money. You know, just by getting started up. They were sweet. So then what happened? And then you got … I know you’ve had an agency or had an agency for a long time. What was kind of the …
James Rose: Yeah.
Phil Singleton: Like when you first got that started and how you kind of maybe amped that up?
James Rose: Well, the first thing we actually did is I met my business partner at my day job. And we built some software for that industry. Is a long time ago now. So we always liked software and building stuff, and that’s where we started. But eventually-
Phil Singleton: So you actually had some skills? I mean, in terms of like, you know, build stuff and participate in that kind of, you know.
James Rose: Well, we learned it. We learned it, you know? Like, we wrote software as part of our job, but very, very different style of software then writing something for a computer, you know? Like these industrial things that have their own special programming languages that most like web developers and stuff would have never even seen half of these languages before.
But so there, we learned C Sharp, it was, and we built a product for … It was in the SEO space, and eventually it kind of … We just decided we didn’t want to be in that space anymore because this product was kind of dodgy. You know, like now it’s a grade of black hat and back then everyone was doing it. And we saw that shift happening and we were like, “No, we cannot be in this space. We don’t really want our names on it.”
So, yeah. Then we started networking just around the local area to just try and find another problem to solve, really. That was it. I was just talking about what issues they had. They asked what I did, and I’d say software. And most people seemed to associate anything with computers as the same thing. You know, like IT, websites, software. So as soon as we said we did software they’d be like, “Oh, my web guy’s like disappeared and we’ve got all these problems with our website.” And blah, blah, blah. Everyone focused on websites.
So that’s how we got started. We went, “Ah, well, we’ve been building websites for years. So how about we do that for people and charge them for it?” So that’s how we got into the agency side of things.
Phil Singleton: Nice. So that kind of … It looks like you had that going for years. Five, six, seven, eight years. Something like that? Or …
James Rose: Yeah, I think it was about … Oh, actually, no. It was only about four and a bit I think now. Because we’re winding that down now. But yeah, so we started doing websites and obviously had that capability for software and eventually mobile apps, which we learned over time. But to be honest, we always had our head down, like ear to the ground looking for ideas for our next product.
So we … Actually, it really early on in the whole thing we found a problem with … A client needed to set up a payment system and send invoices out with Xero using Stripe, the payments … Sorry. The payments went out with Stripe, invoices went out with Xero. And there was not a really easy way to make this happen. Like, we were trying to use Zapya and Triumph, and things together to make it work. But the reconciliation process was really awful. And we ended up building a product for that called Silver Siphon, which we actually sold to an investment firm in Silicon Valley last year. So that was-
Phil Singleton: Nice.
James Rose: But it was only like a side gig. It was never going to be a huge app, ’cause it was a single feature app type thing. Yeah, so … And that sold last year. And then around the same time we started work … Actually, it overlaps quite a bit, but we started work on Content Snare, which is our product which you’ve already touched on for digital agencies to get content from clients. Because we obviously had that problem quite a bit in our agency life.
Phil Singleton: Right. So that’s what I was gonna ask. Is it … Is that something that you went around and asked? Or obviously you had a niche building websites, you felt that pain on your own as any of us still feel to this day. So loved to hear about how kind of, you know, that started and the kind of problems that you had at your agency in terms of getting stuff out of clients to launch.
James Rose: Yeah. Well, I absolutely cannot take credit for it, because my original idea was something around the briefing process, like website briefing. Because that was one of my biggest issues. I was really trying to get websites down to a really sort of … Like, I’m very process-minded, and I wanted all these parts that took a while to be automated somehow. So I had this pretty cool idea for a briefing app. And in our software circles, they talk about doing client interviews, where you go and talk to your potential audience and find out what their biggest problems are.
So I did that. And the idea is you go in without any … Like, you don’t guide them towards what you want, you know? Like, I wasn’t sitting there going, “Is the briefing process really difficult?” I didn’t … I just wanted them to talk about their biggest problems.
So I just went down that path with about 15 different local designers. And every single one of them focused on content as the biggest bottleneck in their process. ‘Cause that’s … I just talked about their process from start to finish. From talking to a client or potential client to signing off a job and them going on their way. And every single one of them focused on content as the biggest problem. So even before we’d started, the idea was kind of flipped over and we basically moved on Content Snare instead of a briefing tool.
Phil Singleton: That’s awesome. So let’s talk about like what it does and how you guys help people and what kind of traction you got and a little bit more about Content Snare. It’s one of those things, too, I think that … You know, I’ve been doing this for years myself and it’s always been an issue and we try different ways to do things. And we found certain ways I think to kind of ease the pain. And some of it is trying to do whatever we can actually to take it away from our clients.
So part of our process would be like, “Okay, we’ve got 10 or 15 questions. We do interviews on Zoom. We record ’em. We transcribe ’em. We send them to a write and we just basically … Part of our contract is we’re gonna write you like seven or 10 pieces of content, you know? Get some stuff out. So if takes a long time, we’re just gonna be able to like stamp this out. Even though that’s probably not the best way to do it. It’s almost like just a way … Like, get some really high-quality starter content on the website. Which isn’t great, but you can see how … I can see how people are out there just trying to figure out how to get things done.
The Problem: Getting Content for a New Website
‘Cause if I step back and look like, “Look, if I just … If every new client I had just already had 10 or 15 pages worth of content, some great images and maybe a couple of videos, we could be turning out really awesome websites in like a couple … Custom websites in like two to three weeks.” You know?
James Rose: Oh yeah.
Phil Singleton: But you don’t have that piece. So that’s the X factor that takes a website … You know, instead of two or three weeks may take two or three months. Or four or five months. Or six months or … You know, like we were talking about before the show, everybody’s got one that they’re probably really embarrassed about. It’s like, “Wow, we’ve worked for like months and we can’t get it launched.” And I’ve got two right now that are from 2017, you know? And we’re still trying. Which is like scary. So-
James Rose: And it’s definitely a story we’ve heard a lot.
Phil Singleton: Yeah, yeah. So tell us … And then you hear things like, you know, “Cool, alright. There’s a new software or service that you got.” Which almost sounds … I don’t want to like, you know, always hit it … Is that too good to be true type of thing. How have you guys solved it? Like, what does it do? Let’s dig in a little bit and tell us how it’s made our lives easier as agency owners.
James Rose: Yeah, and it’s funny you say that too good to be true thing. Because I’ve actually … The first email that goes out now and to clients’ Success Pack, this sort of thing that I send out to people that sign up, I make sure that I say that it’s not a magic bullet, right? Like, nothing’s just gonna magically get you content. I think that is actually one of our biggest issues at the moment is people sign up expecting they can turn it on and magically all their content problems go away. And suddenly clients start providing content in like three days. But it’s not the case.
So essentially we just try to make it much easier for clients to provide content. And that also requires a bit of work on the digital agency front. So at its core really it’s just a lot of different places for a client to put their content in. So that might be file uploads or text fields or WYSIWYG, which is for those not familiar, What You See Is What You Get. So just like formatted texts so they can bold things and italics and all that sort of stuff. You know, and you can constrain everything, so like with images … You know, it’s always funny when you get a logo that’s like 20 pixels high or something and you’re trying to use it on the site.
So you can force clients in … ‘Cause this is one of … Like, the biggest problems we found people had were the delays. Getting bad content. You know, whether that’s the wrong images or content that’s not long enough or short enough, or, you know, it’s waffling. Or it’s just not good content at all. Or it comes back really strangely formatted, like probably a lot of web designers can probably resonate with this. But getting like Word documents back that are full of highlighting and red text with like instructions saying things like … Yeah. You’re laughing because I’m sure you’ve had it before.
Phil Singleton: Oh yeah.
James Rose: Yeah. So … And you get these weirdly formatted documents. And that was what we were trying to squash, is those three issues in one. So it’s a place … It’s a central place to manage all the content where you don’t need to have instructions throughout the actual content like you do with Word documents. So the instructions sit separately in their own little boxes where you can guide your clients through the writing process and what kind of content you need. You can constrain them into the right kinds. And then obviously the automatic reminders, because that’s the biggest thing is sometimes they just forget or, you know, you don’t want to have to sit there and constantly email them and chase them up.
Phil Singleton: Yeah, right.
James Rose: So yeah, I mean, one day maybe we’ll even do some text message reminders or something, I don’t know. But we want to turn it into a bit more of a management platform where it helps you manage your clients a bit more. At the moment it’s kind of just email reminders, you know, on schedules based on due dates.
Phil Singleton: Awesome. So it’s like a central repository kind of where you can put stuff and then you’re actually structuring the content that you need and then the clients are basically getting reminders. And once it’s filled, does it stop the reminder?
James Rose: Yeah, absolutely. So … And you can actually send out different reminders based on like whether they’ve not started at all or they’ve filled it out just a little bit. Or whether they’re done. So in the future, I think we’re gonna make that even better. But, yeah, that’s pretty much it. Like, I never know how much detail to go into with this. But yeah, in one sentence, it’s a central repository with a structure and the automatic reminders. So yeah, what you said.
Phil Singleton: And then it’s like I see … I totally get what you’re saying about it. It’s really any of these tools. I mean, there’s so many things out there that I guess can work or can’t work for you. And it’s like none of them usually are like, “Buy something and solve all of your problems.” But anything that can kind of give you the structure and you actually like use and make part of your routine, is huge. Right? I mean, that’s just a big thing.
But the other side of it is that I can see … This is an agency designer myself that’s … Look, I’m really intrigued by this and I’ve actually signed up for it myself. But we’re already like, you know … Always seems like we’re in a game running around. So you get that part where it’s like, “Which tools do you kind of give it a try?” ‘Cause every trick that we try takes some time, is a learning curve, right?
James Rose: Yeah.
Phil Singleton: And then you know you need to do some of these things so that can improve your process. But at the same time, it’s like … Okay, sometimes we put things off, right? And then-
James Rose: Absolutely, yeah.
Phil Singleton: And even on new things that we know can help … Any challenges with that or any success stories that you can relate to people that are taking the time to work this into their routine? And some of the things your happy clients say after kind of incorporating it I guess?
James Rose: Yeah, and this is why we have to spend a lot of time trying to make that onboarding process, like getting people to use it, as easy as possible. And because if they put it in the too hard basket, I don’t know, do you guys say that in America? Put it in the too hard basket?
Phil Singleton: Yeah, I’m gonna start saying that. But, had to explain it, yeah.
James Rose: Yeah, yeah. So that’s … You know, if you have to put all this work in to get it going out of the … Especially as a busy person already, which most agency owners are, they’re not gonna have the time to do it. So that’s pretty much where all my time’s going right now is making things easier. And I mentioned the Client Success Pack before. And that’s essentially like a video that helps people get started as fast as possible. Some explanation on how to make it work the best. And some actual templates, you know, and copywriting instructions. Because I find that is the biggest thing.
And I was speaking to a client … To answer your question … I was speaking to a client just like a week ago who sort of hit this aha moment. They’d first started using it a while back. And didn’t really realize the best ways to use it. And to him that was realizing each section. So in Content Snare you have a content request, and then you have sort of pages, which could be used for pages on a website. And then within those, you have sections.
So in a website header, you know, the hero header might be a section. But he hadn’t … In my mind that was really clear, ’cause that’s how we designed it. But he hadn’t realized that was a … How it was supposed to be used. And when he realized that you could put a screenshot of a website section as like a section in Content Snare and then put fields in that corresponds to that like a headline and a subheadline and a button, that was his aha moment where it clicked in. So that’s a big thing now.
Like, I’ve … We’ve created built-in templates for common website sections like navigation sections and headers and, you know, about blurbs and contact pages and all that kind of stuff to get people to that point faster. And he actually said it really well. ‘Cause we were just talking about the time spent to get up to speed. He said, “You know, putting in a few minutes work now can save you hours later. And now I’m trying to work out how to put that in our onboarding.” Like, get … Make people realize that that’s the case.
Phil Singleton: Yeah, that’s awesome. So I can see as you’re talking about this, I’m also thinking about how many of us … And you’ve probably done this yourself, too, James, maybe … Where I’ve bought things or started trials or even bought things where, you know, you are … You’ve got this thing, this service page you’re paying for. And I’m actually thinking right now, every once and a while I think we go back and I take a look and like, “Are we actually even using this?” ‘Cause you start doing your own agency or whatever, all of a sudden you start building up this like list of monthly payments that you’re doing. And then not even realizing that you haven’t used it.
And not that the product’s not good or anything, it’s just you never took some time. I think it seems like some online software providers, they must have some way to like tag their notices. ‘Cause some of them I notice if you don’t start using them, they basically are like … They know that they’re at risk of, you know, maybe canceling the service because you’re not even using it at all. You haven’t really given it the chance. Like, you went on with the best intentions. You buy and it kind of sat there. And all of a sudden it starts dinging your credit card.
James Rose: Yeah, you’ve just given me an idea of like … ‘Cause that’s definitely one of our things at the moment is people forgetting about it or not using it and not having the time. And then canceling. And I was like, “Man, the CRM we’re using has that ability to email people who are” … It’s called the segment’s slipping away. So it’s like built in, right? So that’s something I need to start doing.
Phil Singleton: Well, even still just myself, I was just thinking, “Gosh, that I could see how that happens.” ‘Cause we all want the next edge and you have to keep investing in technology and stuff like that. But I can see that being a tricky … How about just making the … I mean, you didn’t really make a transition I guess from … You always kind of had the agency in the background, but you always seemed like you also had the ability or you had a product that you were actually selling and, you know, kind of a scalable piece where you could have it out there and resell it. And I was gonna ask…
James Rose: Yeah, I think that’s where our heart’s always been, you know, like in the software side of things. Agency stuff was like … I enjoyed it, but not as much as software.
Phil Singleton: Right. And that’s ’cause you like building that stuff? Or you like actual process of being able to kind of put something out and market it and sell, you know-
James Rose: Yeah-
Phil Singleton: Lots of them versus having to kind of … You know, it is kind of tough. Everyone wants to scale their agency. But at the end of the day, we’re still consultants to some degree, you know? It’s really, really hard to like completely automate like a website.
James Rose: Oh yeah.
Phil Singleton: Especially if you want to use it as a tool to do recurring income type of thing. But-
James Rose: Definitely.
Phil Singleton: So you can scale and have more, maybe you can go from 50 to a hundred or two hundred. But you can’t do like a product where you could literally sell thousands of ’em, right?
James Rose: Yeah, that’s right.
Phil Singleton: And that’s kind of where you guys are at with this thing. And … Can you give us some examples about how you … You got this, you got a product, you have something that almost seems like it’s really geared for agencies, right? Digital agencies?
James Rose: Yeah, well, that’s like the marketing. There’s definitely other markets for it.
Phil Singleton: So how are you going about, like, getting the word out? Marketing that now? Maybe a website for it? You’re doing your own content for it? You doing any AdWords? I mean, you’re out there both … How’s … What’s working for you that way?
James Rose: Oh, this is a touchy subject.
Phil Singleton: I’m sorry.
James Rose: No, no, no. I’m kidding. It’s like the bane of my existence right now because the big thing with any sort of productized thing is they say … Especially in the beginning … Finds one or two channels that are really working well for you and just double down those. And right now I have about 15 channels that are working a little bit. So I don’t have any one channel that’s really like exploded or … You know, it’s all working a little bit and it’s fine and it’s growing. It’s just like I wish I knew where to focus. But yeah, we’ve tried … We’ve done a little bit of AdWords. A little bit of Facebook Ads.
But a lot of our stuff comes from people searching for the problem. Whether that’s by actual on Google going like, you know, hitting a point of frustration and going, “How to get website content from clients”, but that’s really, really low volume. Like, not many people actually search for that. To the point where we couldn’t even target it on AdWords ’cause it said too low volume or whatever.
And the other thing is if they hit that same point of frustration and go to like a Facebook group or a community and say, “Look, I’m so sick of this. Like, what have you seen that helps or how can we streamline this process?” And people might mention Content Snare if they’ve heard about it. Or, you know, ’cause I find some groups that we haven’t sort of gotten into yet where people are talking about Google Docs or product management systems. And they’re probably our biggest competitors in these tools that can be used to do it, but probably not in the best way. And then people find out about Content Snare and suddenly we get recommended.
But that’s … They’re our biggest channels. I spend a lot of my time on content marketing, so we definitely have a few blog posts that rank well for terms that digital agencies would be searching for.
Phil Singleton: Nice.
James Rose: But there’s not many of those, you know? I’ve spent … Oh, man, I don’t even want to know how much time I’ve spent searching and reverse engineering other websites that target digital agencies to find what they rank for and come up empty-handed. It’s crazy. So yeah, that’s why I said it’s a touchy subject, ’cause I just … It’s all these like small channels. Nothing’s really just gone gangbusters yet.
Phil Singleton: Have you guys ever tried … Like, you mentioned at the beginning … And I’ve never really been … I mean, I’ve actually never been to one single industry event type of thing. So anyone out there … And I know a lot of people go ’cause they end up making … You know, a lot of people … I mean, I’m sure of the States anyway … They’ll go after a certain vertical or whatever and the big part of their business is just going to like, I don’t know … If you’re doing … If you want to do marketing, you want to focus on like dentists. And you go to like a dentists, you know, event or some trade show or something like that. And I just go with them. And that’s great.
But I don’t know. Have you been … I mean, I know you went to some early on. One kind of sparked the fire for you. But have you ever gone to any of them yourself just in general? And have you ever gone to any of them with the purpose of pitching Content Snare?
James Rose: No, not really. So I go to a lot of events, but more like general entrepreneurial stuff. Mostly just to be around other business owners, ’cause it’s like a different head space. But I’ve been to a WordCamp, which is sort of 50-50-
Phil Singleton: Sure.
James Rose: Our target audience. And I’ve looked up a lot of agency conferences. Unfortunately, a lot of the big ones are not in Australia, obviously.
Phil Singleton: Such a roll of the dice, too, ’cause they’re so expensive to-
James Rose: Oh yeah.
Phil Singleton: Travel to and go to and …
James Rose: And it’s a bit hard to justify I feel when, you know, software products might be 30, 50, whatever, a hundred bucks a month. So let’s say your lifetime value is somewhere between, I don’t know, 300 bucks and a thousand dollars. For us, like, it’s … You know, I don’t know if how worthwhile it is to spend all this time, you know, all the money to travel to a conference. To stay there. To … You know, there’s a lot of costs, right? For the ticket-
Phil Singleton: Exactly.
James Rose: And all that sort of stuff. And if you’re only there talking to a few people … If the entire purpose was pitching, which it rarely is, you’d have to convert … You’d have to get a lot of people onboard to make it worthwhile, right?
Phil Singleton: Yeah.
James Rose: Whereas if you were doing.
Phil Singleton: A hundred dollars, sure.
James Rose: Yeah. And you know, if you’re doing dental marketing stuff and you can charge five, 10 grand a month or something, then you’re gonna pay back that much faster by … With just one client. Exactly. Exactly. So that’s why it’s not something I’ve really looked at too much. I’ve looked at sponsoring some events. So far the sponsoring thing hasn’t done real well. I think that’s more of a branding play that you gotta do long term. And if you’ve got lots of money … Like, yeah, that hasn’t really been a big part of our play yet.
Phil Singleton: And then that’s a great time to segue into something that’s actually worked pretty well for me, which is podcasting. Both-
James Rose: Oh, yeah.
Phil Singleton: Having a podcast and being a guest on a podcast, you know.
James Rose: Definitely.
Phil Singleton: Even in front of lots of targeted audiences. Sometimes I guess in maybe small pockets, but you’re still doing it from your home office or your office in Brisbane or in Kansas City or wherever you are. And all of a sudden you’re getting in front of targeted audiences week in and week out.
James Rose: That’s it. And after having you on our podcast last week, I … We sort of talked about this offline and I’m really starting to think about doing that again. ‘Cause that’s how we did that in the beginning. And we got a lot of traction. Well, you know, relatively sort of compared to zero. At the beginning, you know, that was how we started is going on various podcasts. And you can use the people you’ve already spoken to to introduce you to other podcasts, ’cause everyone’s connected. And then suddenly … And as a lot of things that that … A lot of benefits for that where it’s not just getting in front of the audience but the backlinks obviously. So rank better across a lot of-
The Agency Highway Podcast
Phil Singleton: Ding, ding, ding, ding. That’s actually the reason I got started. And I was like, “Holy cow. There’s so many other things that come.” You know, once you start getting clients from it, I was like, “Okay. All in.”
So tell us now about how you’re … You’ve got your own podcast. This is a great time to talk about it. You know, you’re talking about your … I’m gonna butcher it … But it’s Agency … What is it?
James Rose: Agency Highway.
Phil Singleton: Exactly.
James Rose: Yeah, and that’s cool. And it’s brand new, right? Like, well, I think brand new. We’re at about 12 episodes or something. But the reason we started that is people have been telling me to podcast for years. Saying that, “You know, you’ve got the personality for it. It’s be awesome. Blah, blah, blah.” And I never knew what I was gonna podcast about. That’s why I never did it.
But now it seems to make sense, because Content Snare as … We do a lot of content marketing around Content Snare, right? I could have done a podcast under that brand, but the thing is a lot of agencies might not need Content Snare, so they might have an in-house copywriter or whatever that uses their own systems. They know how to provide the content and the right format, whatever.
So they might not benefit unless they need a sort of collaborative tool to work with their clients. Which is, you know, that’s a whole ‘nother topic really. But which is where we’re going to be moving Content Snare. Not moving, but adding features for that kind of workflow as well. But because I feel like a lot of our marketing then is wasted because we’re here getting in front of these agencies that don’t need Snare where if we had another resource or place for agencies to go, it becomes … I don’t know. That’s just more helpful in general.
So it will … I plan on it being a resource website. A bunch of content as well as the podcast. But yeah, that’s what we’re doing now. It’s more just so my marketing isn’t … I don’t know. I can help more people and not waste marketing, really. It makes sense.
Phil Singleton: This is a great, you know, just such a … Every agency owner can relate to some form of pain. I don’t care how big or small the agency is, but there’s always some parts of … ‘Cause you’re dealing with people and people get busy. Especially or obviously … Especially when you’re in smaller companies where people know that the website’s a really important part of it. But they get locked down ’cause they’re actually executing some other owned work, right?
No matter what it is. If it’s a plumber or….layers, all that kind of stuff. So … Your company’s are saying, “Wait, I have some resources in-house. It’s a little easier for them.” But still, coordinating that effort, I can see that as a big challenge. But yeah, I love that. ‘Cause one of the reasons we started the podcast is one, so I can pick the brains of smart people like you and get hacks and ideas and get access to new tools and that kind of stuff. It’s gonna make us more profitable and more scalable.
But it’s also such awesome access. I mean, we try to do some outbound marketing last year and got no one. And then as soon as we, you know, go to an ideal potential client and say, “We want to be on The Local Business Leaders Podcast“, they’re just like, “Yeah”. You know what I mean? ‘Cause they want to be … So same thing I think with you, obviously, right? I mean, you could start interviewing folks and some of them might be either ideal clients or if they’re influencer agencies where people are trying to follow them, at least they’re not gonna use it, then you get to tag their out answer, do all that kind of stuff. So …
James Rose: Yeah, well, it’s definitely a good networking tool for sure. And that was one of the first sort of things I was thinking about. And, you know, if I want to have a partnership with another company, like an influencer agency that you were talking about that’s connected with other agencies, it’s hard to go in and go, “Hey, we’ve got this product. Would you like to try it? Blah, blah, blah”. And it’s all on the take, right? It’s you just trying to take all the value.
But if I can go in and say, “Hey, look. We’ve got this audience and I want to put you in front of them. I come on the podcast, we’ll put you in the Facebook Group. Obviously gets shared everywhere. We can do a guest post if you want. Whatever.” But, you know, lead with all this value and then they go, “Oh, you’ve got this cool product. Like, I think I should share that with my audience.”
Phil Singleton: Awesome. Well, really cool, man. I love all of this kind of stuff. Yeah, we’re kind of … Throw us in that group of folks that like … I have every intention to use Content Snare. We’ve signed up for it. You know, we’re gonna try and obviously use it and give it a try. But it’s funny. It’s one of those things that’s like we’re constantly in … I’m one of these agents … I know a lot of them are like it … But I don’t … You know, we don’t like hire for growth type of thing. We hire after we’ve been doggie paddling so long that we’re drowning.
I don’t know … That’s probably the worst way to do it, but I’m so conservative. ‘Cause I mean there’s so many agencies out there, especially here like here where they basically hire based on feast or famine type of work. And then they go out of business because they had a couple of really good clients an office and hired a bunch of people, and they couldn’t “feed the beast”. And they close like a year or two later. So I’ve always…
James Rose: Yeah, totally.
Phil Singleton: I’ve been doing this … The only way I’ve survived is kind of being … That means a lot of times we’re doggie paddling, you know? We’re, you know, “busy” kind of thing that works. So … The other thing I was wondering … I’ll tell you this about myself, as I’ve got a great, really smart guy in-house that has tried to build something on his own. I think we talked about this before on active campaigns or something.
And I’m thinking like, “Gosh, all a sudden if you’ve got somebody who’s got their own process, and now you’re gonna say, ‘Hey, I got this really cool thing that’s probably gonna be better than what we have'”, do you compete sometimes a little bit with somebody that’s either got their own thing and you’re introducing something new? And I’ve never really had that discussion yet, but I’m just throwing it out there if that happens or how do you get around it. Tips that I can try to get internal buy-in to try and sell it, too, right?
James Rose: Yeah. And I mean, yeah, that’s almost another story than I was going to mention. Because then there’s a person involved, you know, and people tend to enjoy like creating … If they’ve gone and created this awesome process, then they’re not gonna like to have that be taken away or whatever.
Phil Singleton: Even if it is better.
James Rose: Yeah, but I mean, they can always get involved in that new process themselves, right? Like, they could set up … You know, it’s still their little baby … But like I was saying before, it’s … These things are definitely our biggest competition. Things like Google Docs or project management systems like Basecamp or whatever. Like, we have people say, “Oh yeah, I just get them to come into our project management system and do it there.” And I’m like, “And that goes well for you?” And they go, “Oh, no.”
Phil Singleton: But that’s how we do it.
James Rose: Yeah. And like, I’m a big fan of not having clients in project management systems. That’s why I’ve always been a big fan of team work, ’cause it integrates with team work desks so that clients can keep using emails to talk with you. But it comes into your system as … Not into your project management system. I love that. Yeah, so I … And Google Docs, I mean, obviously everyone’s or most people are familiar with that. But it’s got its inherent problems as well. But yeah, these are our competition and some people don’t have the time or want to change. And then other people do change and go, “Oh, man. This was like … I wish I’d done this earlier.” So yeah. I think that answers it.
Phil Singleton: James, look, I really appreciate you having and kind of sharing all this insight and kind of what Content Snare is and how it’s helped and how you got, you know, why you started it and kind of where you guys have … Are today with it. Tell our listeners where they can find you online. At what places you hang out, what opportunities that you have. Content Snare, that’s something people can try out. Is there a trial thing? How does that work? And kind of tell us … Our listeners how to follow you and connect with you.
James Rose: Alright, cool. Well, I guess the best way is probably go to ContentSnare.com. That’s obviously the tool itself. But if you go down to the footer, there’s a bunch of free resources. We’ve got like a Facebook Group for web designers. And agencies, obviously AgencyHighway.com. That’s pre-launch at the moment. But if you to … Just search The Agency Highway Podcast, you’ll find that. If you want to subscribe to that. Me on Twitter is @_jimmyrose. I was really late to that and didn’t get my name or my nickname. But yeah, I think that’s pretty much it.
Phil Singleton: Yeah, your Facebook … You have like thousands of people on that thing.
James Rose: Yeah. 3800 in there. And it’s called Grow Your Web Design Business. Very originally named.
Phil Singleton: So awesome.
James Rose: Yeah. Jump on in and say hi. That’s where I spend most of my time hanging out, for sure.
Phil Singleton: Alright, James. Thanks so much for coming on the show. And we appreciate the time that you spent with us.
James Rose: And thanks for having me, Phil. This has been awesome.