SaaS Content @ Scale
By Deb Mukherjee
SaaS Content @ ScaleNov 28, 2020
EP 9: The Five Stages of Awareness for Content-led Growth
A couple of weeks ago, I had the absolute pleasure of hosting Corey Haines on my podcast. A marketing enthusiast, Corey is the founder of Swipe Files, a website with a handpicked collection of content and courses that will help you win your marketing battles.
A lot went down - right from the 5 mental models for SaaS content marketers to the types of emails that you should be sending and my personal favorite - content that gets users to take action!
"One of the common misconceptions, something that I don't like about the funnel approach is that usually you sort of break it out between content types of mediums. Your blog posts are top of the funnel, your case studies are middle of the funnel, your demo calls or webinars are bottom of the funnel. That's not really what's going on! Your webinars could be top of the funnel, case studies could be top of the funnel and your blog posts could be bottom of the funnel." - Corey Haines on this podcast
Rapid Fire
- Favorite Podcast: My 1st Million
- The book that made an impact: The Ruthless Elimination of Hurry
- What would you do with $1000: Try out Twitter Ads
Links
EP 8: How Predictable Revenue Launched a Virtual Conference that Got 3600 Registrations
In this episode, I talk to Julia Heesen, head of marketing at Predictable Revenue, a company that helps SaaS organizations grow with outbound sales development.
Here's the TLDR of the episode:
>> The nitty-gritty of hosting a virtual conference
>> Things you should do to make the conference engaging
>> Why create a community (or leverage the one you have) to make the conference a success
>> How to repurpose the conference talks using the Gary Vee model for repurposing content
Resources mentioned in the episode:
PROMO: Running an e-commerce store? Sign-up for DelightChat to take your customer service to the next level!
EP 7: The Anatomy of a High-Converting SaaS Landing Page
In this episode, I talk to Oliver Kenyon, Co-founder & CEO of Landing Page Guys, an agency that specializes in creating successful landing pages that skyrocket your sales. He has founded several companies in the online space, one of which was acquired by Neil Patel’s investment firm in a 7 figure exit and is the biggest affiliate marketing community online: AffiliateFix.com.
Here's the TLDR of what we talked about in this episode:
>> Basic differences between a SaaS & an e-commerce landing page
>> "Features tell, benefits sell"
>> The art of crafting the perfect landing page using the AIDA principle
>> How you should write a proper CTA (button)
>> Does design affect your page's conversion rate?
>> How to A/B test your page the right way
Resources mentioned in the episode:
EP 6: How Bannersnack Grew Its Site Traffic by 61% & Leveraging Pinterest as a Search Engine to Create Content
In this episode, I talk to Robert Katai, content & communications manager at Bannersnack, an online graphic design that's super easy to use.
Here's the TLDR episode of what we talked about in this episode:
>> Content cluster strategy with a focus on a single keyword
>> The content strategy that you need to create to launch a feature
>> How to create content for your site that doesn't exist elsewhere
>> Leveraging Pinterest as a search engine to determine the user's intent and create content according to that
Resources mentioned in this episode:
EP 5: How Supermetrics Grew Its Blog-influenced Trials by 34% through Product-led Content
In this episode, I talk to Pinja Virtanen, content marketing manager at Supermetrics, a SaaS tool that helps you transfer data from different sources into the platform of your choice.
Here's the TLDR of what we talked about in the episode:
>> How to categorize your existing content (keep, optimize/refresh or unpublish)
>> Focusing on BOFU content to drive trial sign-ups (integration pages like "move Facebook Ads data to Google Data Studio)
>> Strategy to run webinars at scale for driving enterprise leads (secret? pre-recorded webinars with customers)
Resources mentioned in the episode:
EP 4: "Pizza in Email" Campaign Generated 1400% More Leads at Workiz & Website Re-design using Customer Feedback at Lusha
In this episode, I talk to Vanessa Perplies, Content Lead at Lusha, a data enrichment tool for B2B companies.
Here's the TLDR of the episode:
- The power of 'pizza' images (and more) in an email outreach campaign that drove 72 leads from an ice-cold list
- The thought process behind crafting the email copy and how Vanessa tapped into the five senses
- Why Lusha needed a website redesign
- How Vanessa leveraged customer feedback to rewrite the website from scratch (the whole process)
Resources mentioned in the episode:
Vanessa on LinkedIn
Deb on LinkedIn
Deb on Twitter
Lusha
Alice in Wonderland (you should read it)
Dave Gerhardt's Patreon
Danny Asling's Patreon
Rev.com
EP 3: How Wiza Grew their Organic Search Traffic by 135% in Just 6 Months
In this episode, I talk to Brooklin Nash, Head of Content at Wiza, a data enrichment tool for sales and marketing teams.
Here's the TLDR of the episode:
- How they grew their DR from 10 to 49 in just 6 months
- How they improved existing articles by implementing SEO best practices
- The "content bucket" strategy to post across the funnel stages
- Why content marketers need to be better at sales
- How to get backlinks from top sites like Saleshacker, G2 & Drift
- Why they don't preach gated content
Resources mentioned in the episode:
The Lost Continent: Travels in Small-Town America by Bill Bryson
EP 2: How Soapbox Grew their Weekly MQLs by 318% in Just 3 Months
In this episode of SaaS Content @ Scale, I talk to Hiba Amin, Content Marketing Manager at Soapbox, a SaaS product built to help managers lead their teams, better.
Here's the TLDR of the episode:
- How they ran an AppSumo campaign that generated a lot of MQLs & brand awareness
- How to identify primary keywords and write awesome SEO-focused content around them
- Creating a checklist (of channels) for content promotion is super helpful
- How HARO helped them get featured on HBR
- A brief on Product Hunt launches & the concept of "Products as Marketing"
Resources mentioned in the episode:
EP 1: How Directive Helped Sumo Logic Grow their Keyword Rankings by 61% Y-o-Y
In this episode of SaaS Content @ Scale, I talk to Brendan Hufford, Head of SEO at Directive Consulting, a PPC & SEO agency for SaaS companies based in the US.
Here's the TLDR of the episode:
- Owning all the "What is" searches for a particular topic. In this case, it was 'devops' and allied terms.
- Creating a "Content Glossary" out of the above and how it brings in a lot of links, tons of top-of-the-funnel searches & brand discoverability.
- Pursue keywords that are relevant; don't base it off of keyword volume.
- Bring external writers to scale up the volume.
- Wikipedia's internal linking and how you should copy it.
- YouTube SEO 101
- Starting & scaling a podcast
Resources mentioned in the episode:
- Directive Consulting Case Study: Sumo Logic
- Sean Blanda - What I wish I knew five years ago about building a career in "content"
- The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph by Ryan Holiday