I love that you're focused on the fact that growth content flows through the entire journey of the customer, so I love that that's a really good call-out there.

Yes.

Yes, a lot of times content gets associated with brand, and as it should, but there's a lot that has to happen once they're bought into the brand, and content can support the entire process if it's done well.

I would say the difference between regular content or what I would call volume content and growth content is that with volume content, what we're really asking is did it get consumed? Like, did they put in the email address and download the PDF? With growth content, we wanna know what happened after the consumption.

They put in the email address, they download the PDF, and then what? Because if there's no, if there's nothing that's happening, then you're not contributing to the pipeline and you're not moving towards a sale.

So you can think about that, you know, in, in that sense, it's pretty clear.

Like you download the PDF and then you want them to explore the website or make a phone call.

But one piece I wanna also, like, double-click into, 'cause I'm really fascinated here, how are you discovering the objections, and how are you prioritizing? And then also, how are you systemizing that into content so that those can become repeatable solutions as objections naturally show up in the sales cycle?