Crafting Content-First Growth Strategies | Kyle Shurtz from Avalaunch Media

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro-experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Kyle from Avalaunch Media, VP of performance marketing. How are you doing today, Kyle?

Kyle Shurtz: I’m doing great. You know, the football gods weren’t on my side this weekend, but that’s all right.

Ernesto: Oh, man, that’s tough. Were you rooting for the Ravens?

Kyle: We just wanted a Lions-Ravens Super Bowl, you know, two of the underdogs. But we’re getting a rematch of the Niners-Chiefs, which is fun, I think.

Ernesto: Yeah, some of the memes going around are like, “This is the one Super Bowl that nobody wanted to see,” right?

Kyle: Exactly. We’ll see what happens.

Ernesto: A lot to prove for Brock Purdy, and Patrick Mahomes wants to cement himself as the next Tom Brady.

Kyle: Right. Awesome.

Ernesto: Well, it’s great to have you on, and I’m sure listeners are tuning in, wondering what Avalaunch Media is all about. The performance marketing agency that launches brands, people, and purposes. But let’s give them a little more insight from your side. Kyle, can you tell us in your own words what it’s all about?

Kyle: Yeah. Avalaunch is an agency that’s been around for a long time, and something we really try to differentiate ourselves on is a content-first strategy. We focus on the creative and the content we put out. There are tons of ways to amplify it and get it in front of your customer, but we really want to emphasize creative. We use a unique set of data and metrics to show growth and efficiency gains for our clients.

Ernesto: Awesome. So that way, maybe our listeners tuning in could get a better understanding of your company. What would you say is the key problem you solve for clients?

Kyle: Our key problem is growth—profitable growth. We help clients increase their revenue and bottom-line growth simultaneously. We cut acquisition costs, get in front of the right people, and ensure an effective and efficient marketing campaign.

Ernesto: Awesome. Great. Is there a specific segment or vertical Avalaunch Media focuses on?

Kyle: Being based in Lehi, Utah, known as Silicon Slopes, we have an affinity for software companies and B2B. But we also work with e-commerce and service-based companies. Those are our three primary areas.

Ernesto: For these types of businesses, how do they usually find out about you? Do you have a top client acquisition channel?

Kyle: Word of mouth is huge. Our clients love us and spread the word. We also have great referral partners and affiliates. And, of course, our website plays a significant role. We rank well for relevant searches and get leads through the site.

Ernesto: Talking about your website, for our listeners, it’s avalaunchmedia.com. What role does the website play in client acquisition?

Kyle: Your website is everything—it’s often the first touchpoint people have with you. While platforms like TikTok or YouTube are becoming key discovery channels, your website is still the main representation of your business. We work hard to ensure ours is optimized with case studies and other key content.

Ernesto: Definitely. Talking about website optimization, are there any tools or methods you recommend for lead generation?

Kyle: Absolutely. Heat mapping tools like Crazy Egg are great for understanding user behavior. We also use landing page tools like Unbounce for rapid testing. Focus on hotspots—messaging, visuals, and form captures. Make it simple and user-friendly. Big changes often lead to big results, so test bold concepts.

Ernesto: Great tips there. Let’s switch gears a little, Kyle, and talk about you as a leader. As the VP of performance marketing at Avalaunch Media, what are some key tasks you focus on daily?

Kyle: I focus a lot on client strategy, working with our biggest brands to help them grow profitably. Advertising is a big emphasis since it’s the fastest way to grow. I also work on content marketing, business development, and leading my team to shape the future of Avalaunch.

Ernesto: Awesome to hear. Let’s switch to our next section—rapid-fire questions. Are you ready?

Kyle: I’m ready. Bring it.

Ernesto: First off, what’s the last book you read?

Kyle: The Gambler by Billy Walters. It’s his autobiography. He’s one of the most famous gamblers in sports betting history.

Ernesto: Is that related to the movie The Gambler with Mark Wahlberg?

Kyle: No, it’s different. I’m a big golf guy, and Phil Mickelson was referenced in the book due to his gambling history. That’s what drew me in.

Ernesto: Great read. Next up, what’s one thing Avalaunch Media is focused on the most right now?

Kyle: Our fractional CMO offering. We help organizations bridge the gap between creative and data to drive both brand building and performance.

Ernesto: Awesome. If there were no boundaries in technology, what’s one thing you’d want to fix as a marketer?

Kyle: I’d love to incorporate word-of-mouth tracking into attribution models. It’s often underestimated but hugely impactful.

Ernesto: If you could automate one repetitive task, what would it be?

Kyle: My email inbox. If something could respond accurately for me, that would be amazing.

Ernesto: Lastly, what’s one piece of advice you’d give yourself if you were restarting your marketing journey?

Kyle: Learn to film and edit on an iPhone. Quick, quality content creation is the future, and being able to do it well will be invaluable.

Ernesto: Great advice. Thanks for that. Kyle, thanks for being on the show. If someone forgets everything about the interview, what’s the one thing they should remember about Avalaunch Media?

Kyle: Avalaunch is a true growth partner. We help brands grow their top and bottom lines by combining creative and data effectively.

Ernesto: For our listeners, check them out at avalaunchmedia.com, the performance marketing agency that launches brands, people, and purposes. Thanks a lot, Kyle.

Kyle: Thank you.