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Contractor Evolution - Matt Jones

EP 67: The Case for Content Marketing (Even If You Have Too Many Leads Already) – Matt Jones


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Read a Summary of Episode 67

“Create Content” is such an easy thing for some marketing guru to tell you to do.

But those people are the same A-holes that sit in front of a screen all day and have no realistic clue what goes into running the average contracting company.

On top of that, why on God’s green earth would you take the time you don’t have to bring in leads when you’re flooded with work already?

I’ll tell you why.


Creating a list of 1000’s of people that want to work with you allows you to raise your prices SIGNIFICANTLY.

Demand is the reason some contractors are able to charge 3 to 4 times more than average.

In order to show you how to create that kind of demand (without eating up your entire work day filming selfies) we have plumber turned marketing expert Matt Jones on the show.

Listen to the full episode to learn some stupidly simple things you can do to dial in your content strategy and build your brand presence.


Episode Highlights: 

  • What it means for a contractor to have a “Content Strategy” in 2022 and what you can expect for results if you get it right
  • An easy way to tell your story in a way that leads to sales (even if you think you’ll be terrible at it)
  • How much work it (really) is to produce content as a contractor and the easy incentive to get your team to produce content for the business so you don’t have to
  • The communication mediums you should use in 2022 to target an upper middle class demographic
  • Why it’s a huge advantage to produce content even if you have more than enough work
  • The obvious “RED FLAG” mistakes on contractor websites that actively push ideal clients away
Igor Trninic

Igor Trninic

Igor moved to Canada at a young age, where he learned the value of hard work as he watched his family rebuild a thriving life in a new world with extreme change. Most of Igor’s early learning came from competitive sports, where he learned how to hustle and lead. This learning transferred well to business, when he started running a College Pro Painters franchise at 18 and quickly grew it to one of the top franchises in Canada. After finishing an honours degree in Accounting and HR at the SFU Beedie School of Business, he decided to leave the dull world of numbers and followed his passion of developing people and businesses. He fell in love with leading great people and growing companies to their potential.

Working at College Pro as a General Manager for the franchisor, he tripled the revenue of his division in three years by hiring and leading great managers. Here, Igor saw the power of combining amazing people with strong systems to drive scalability. After College Pro, he chose to test these principles on a new venture with the launch of Shack Shine, and together with the guidance of a highly experienced trades entrepreneur, they grew the company to a full scale franchisor within a year and a half. Shack Shine was eventually acquired by 1-800-GOT-JUNK to be scaled across North America and Igor launched the Breakthrough Academy to guide trades and home service entrepreneurs grow their businesses through proven principles. Igor has a passion and true care for developing people and their businesses, which has formed the foundation of Breakthrough Academy. His work in developing BTA has recently been highlighted in Igor’s Top 30 Under 30 selection by BC Business Magazine.

Igor resides in Vancouver, British Columbia and loves to take on all the adventure that BC can offer. From hunting to skiing to downhill mountain biking, any outdoor adventure is up his alley.

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Contractor Evolution - Matt Jones
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EP 67: The Case for Content Marketing (Even If You Have Too Many Leads Already) - Matt Jones
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Welcome to Contractor Evolution, a show created for high-performing contractors that are focused on scaling up, working less and increasing profitability.

While a lot of other shows focus on early stage growth challenges, we focus on real life scenarios faced by contractors that are scaling at a rapid rate, and how they keep everything dialed in without losing sight of work/life balance.

If you’re ready to evolve from a contractor into a better business owner, you’re in the right place.

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Would you like to find out? Take the 10-day ‘Evolved Contractor’ Challenge and identify the methods that will scale your business past 8-figures.

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