Emília Chagas. She’s the CEO of Contentools.com, a company that helps over 700 companies plan, create, distribute and analyze content. As a content manager for over 8 years, she has led video, book and web-based strategies at both enterprises and SMBs. She’s a 500 Startups entrepreneur and part of the Endeavor Promises Program.

Famous Five:

Favorite Book? – Hooked and The Hard Thing About Hard Things
What CEO do you follow? – Eric Santos of Resultados Digitais/RD Station
Favorite online tool? — ProfitWell and ChartMogul
How many hours of sleep do you get?— 4-5
If you could let your 20-year old self, know one thing, what would it be? – “How great life was”

Time Stamped Show Notes:

01:20 – Nathan introduces Emília to the show
01:58 – Emília is currently in Florianópolis, Brazil
02:21 – Emília’s average salary
02:54 – Emília currently has 30 people
03:03 – Average headcount expenses
03:24 – Contentools is a SaaS model
03:31 – Contentools offers a content marketing platform for companies with marketing teams
04:04 – Everything that a marketing team needs are converged into 1 software
04:13 – Average customer pay per month varies
04:46 – Contentools does scheduling and the processes of the content workflow
05:08 – Contentools has 300 customers, 700 companies are using the platform
- 05:21 – Some pay through their agencies
05:35 – Average MRR
- 05:48 – Around $70K per month
05:58 – Contentools has raised an Angel round and will raise a seed round next year
- 06:08 – Total funds raised was $500K
06:19 – Contentools was launched in 2015
06:30 – Emília has been working with startups and enterprises and they have the same problem dealing with content
06:53 – Contentools went beta in July 2015
07:11 – Emília has a big dream for Contentools
07:24 – SMBs need content solutions but no one is offering them one
07:39 – “Content is the beginning of marketing”
07:55 – The 4 founders still own 80% of the company
08:43 – All of Emília’s ideas are currently focused on Contentools
08:55 – Contentools wants to create more business intelligence features and content that are targeted more to the customers’ needs
09:42 – Emília won’t sell the company at the moment
10:01 – Contentools is growing 10-20%, month over month in revenue
10:13 – Churn is usually around 2% and last month was net negative churn
10:49 – 3% gross churn
11:12 – Contentools is up selling their number of users and projects
11:58 – CAC
- 12:35 – 4 people on the team are focused on inbound marketing and there are also remote people
- 13:08 – Contentools doesn’t have paid acquisition
- 13:47 – Contentools is adding 20-30 new customers a month
14:07 – The Angel round was in May 2017
14:24 – Contentools is updating their leads for their fundraising next year
14:40 – Valuation won’t be out of the market
16:04 – If you fail updating one status, it’ll all be gone
17:13 – The Famous Five

3 Key Points:

Content solutions are often offered to enterprises, but SMBs need them too.
One of the cheapest forms of marketing is your content.
It’s not easy for a content manager to handle the processes and workflow, so a good content management tool is necessary.

Resources Mentioned:

The Top Inbox – The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
Klipfolio – Track your business performance across all departments for FREE
Hotjar – Nathan uses Hotjar to track what you’re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
Host Gator– The site Nathan uses to buy his domain names and hosting for the cheapest price possible
Audible– Nathan uses Audible when he’s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books
Show Notes provided by Mallard Creatives

717: Why Moving Her Team to Brazil Was Genius

SaaS Interviews with CEOs, Startups, Founders