In today's noisy content landscape, where it's harder to stand out and easier to be forgotten, SaaS companies are embedding media businesses inside them. Here’s why.
👉 Today, audiences seek more intimate ways to consume content – favoring creators, podcasts, and dedicated series over generic blogs.
👉 Traditional media excels at capturing attention for two reasons 1) content is the core product, and 2) they own their distribution.
👉 Media properties offer high-reach, low-cost marketing – seamlessly creating brand awareness where an audience consumes content.
Distribution and timing are the two drivers of a lucrative customer channel.
For Stripe, ranking high on search was only half the equation – being discovered at the right time helped drive a customer conversion.
Here are three tips on building a million-dollar page like Stripe.
👉 Target high-value, high intent keywords. Front-run the traffic of searchers who are not just browsing but actively seeking a solution.
👉 Create content for every stage of the buyer journey. Align your content with the expertise level of your reader.
👉 Link back to your own resources. Use internal linking to improve the discovery of high-intent pages for readers who already landed on your site.
Great distribution paired with great content leads to growth outcomes.
To maximize your content's impact, start with how it will get read, then align the topic and format to that specific channel.
Here’s the rundown.
👉 List all the potential channels you can use to get in front of your ideal audience.
👉 Rank your current channels by the traffic volume you're getting today.
👉 Categorize all the channels on a two-by-two matrix of Potential Impact and Usage to see where you should be investing your time.
Your customer stories are your greatest sources for marketing material – not just for social proof, but for content that speaks to the 'why now' question.
By understanding the timing element, you can craft content to prompt a trigger for prospects.
👉 Interview your customers to understand the specific events or situations that prompted them to search for a solution.
👉 Write content that highlights the challenges associated with the trigger events and positions your product as the ideal solution.
👉 Run small, focused tests to experiment with different content themes, formats, and channels to see what resonates with what audience.
The dangerous (and often expensive) fallacy for startups is that you can drive profitable engagement through content+SEO or ads alone. But in reality, each customer channel has its own curve – the challenge before traction starts having a high impact.
For emails, building an opt-in list is an uphill battle before the channel starts generating a frictionless return.
For SEO, strong traffic and authority come before your content has an immediate impact.
The TL'DR – focus on your overall content and brand strategy instead of trying to create artificial wins.
In today's noisy content landscape, where it's harder to stand out and easier to be forgotten, SaaS companies are embedding media businesses inside them. Here’s why.
👉 Today, audiences seek more intimate ways to consume content – favoring creators, podcasts, and dedicated series over generic blogs.
👉 Traditional media excels at capturing attention for two reasons 1) content is the core product, and 2) they own their distribution.
👉 Media properties offer high-reach, low-cost marketing – seamlessly creating brand awareness where an audience consumes content.
You don’t build a $250M business off a single strategy. In fact, ActiveCampaign tried six different GTM plays to see what worked.
Here’s the list of plays and the grade they got.
1. Run LinkedIn ads (B)
2. Customer stories and co-promotion (B)
3. Content personalized for a specific verticals (B+)
4. On-demand (in-person) workshops (B+)
5. Influencer campaigns (C)
6. Optimizing email flows for activation (A)
New term, same goal – identify target companies that have high intent. These accounts are easier to break into for AEs, compared to companies that SDRs send mass emails to.
Here’s the rundown.
1. Pay intent vendors who have the signal
2. Create trigger-based workflows to surface those accounts
3. Send low-touch, automated emails to nurture intent with the prospect
4. Have your AES send tailored messaging to land a demo
Steal this email strategy to increase your open rates. Use zero-click content to earn the trust of your subscribers.
Here’s how.
👉 Flesh out your premise. Your content should reflect your perspective and guide your readers through your experience.
👉 Define your business goal. Optimize for your content's value – the goal should be to serve the reader, not to (primarily) service your funnel.
👉 Write for the opens, not for the clicks. The emails that win in a crowded inbox are those that promise value before the click.
The B2B landscape is becoming increasingly more crowded with generic, ChatGPT-written blogs. To have your content stand out, add your unique opinion to the conversation.
Here are the criteria.
👉 Experimentation. Create new content on data you can’t find anywhere else. Run experiments, capture results, and share your findings.
👉 Experience. Write content backed by your experience. Guide readers to a solution by taking them on your journey.
👉 Effort. Earn the attention of your audience by placing big bets on content campaigns. Go the extra mile to serve information engagingly.
In today's noisy content landscape, where it's harder to stand out and easier to be forgotten, SaaS companies are embedding media businesses inside them. Here’s why.
👉 Today, audiences seek more intimate ways to consume content – favoring creators, podcasts, and dedicated series over generic blogs.
👉 Traditional media excels at capturing attention for two reasons 1) content is the core product, and 2) they own their distribution.
👉 Media properties offer high-reach, low-cost marketing – seamlessly creating brand awareness where an audience consumes content.
The riches are in the niches. Focus your marketing efforts on a narrow audience before you expand to other markets. Here's the rundown.
👉 Begin with the 10x value in mind – start with the niche where you add the most value and there’s a clear market pull for a specific use case.
👉 Create tailored content specific to that audience – become the subject matter expert through thought leadership pieces, how-to guides, and templates.
👉 Enrich your CRM with as many target accounts as possible, then run GTM plays with tailored messaging to get in front of them.
For a self-service growth motion, an early outreach by sales can spell a churned user or even a lost deal. To get the timing of your pitch right, nail these three things right.
👉 Monitoring product usage data like volume consumption, feature activation, or product errors to signal an outreach.
👉 Surface non-product activity like community interactions, engagement with marketing emails, or visits to pricing pages.
👉 Roll up these ‘trigger’ events into a score that will flag whether a user or an account is ready for sales outreach.
Here are a few quick tips to building a high performing homepage.
👉 Write to a specific audience – a niche slice of your ICP.
👉 Be specific with your messaging – your positioning should equal product differentiation + customer segmentation.
👉 Add features that address your audience’s pain points.
Need a guide on how to write better sales emails? Here are three quick tips.
👉 Personalize the opening statement – reference a recent social post, news update, or product launch to introduce relevancy.
👉 Get to the value quickly – lead with the problem, emphasize its impacts, then end with how your solution helps.
👉 Lean in with social proof – boost your credibility with testimonials and success stories.
