Let’s not beat around the bush here, shall we?
The amount of content published out there borders on freaking insane.
I mean, if you’ve ever tried finding topics no one has written about yet, then you know what I mean.
And yet, nothing beats content as a growth strategy.
In fact, I’d say that blogging remains the most effective marketing channel for a startup.
How do they do it?
How do these startups manage to publish engaging content that attracts potential users, and in spite of the fact that everything’s been said before?
Well, you’re about to find out.
In this post, I’ll share with you the 4 simple blogging practices that will help you gain industry visibility, credibility, and generate you leads.
Interested? Then keep on reading.
#1. Solve Your Audience Problems
This is incredibly important. In fact, if you were to implement on only one item from this list, make it this:
Publish helpful content that answers various questions your customers are asking.
But note that I said customers. Not potential users, prospects, leads…
And there are actually two reasons for that.
One. These are the people you have access to. You can talk to them and find out what questions relating to problems your product helps to overcome they have. You could run surveys, email them asking for ideas, even call them if you wish.
But the key thing is, you can.
Two. If your current customers are asking those questions, then there’s a big chance that your future users struggle with the same problems.
And so, providing those answers will help you attract a highly-relevant audience that matches the profile of your best customers.
#2. Write from Your Perspective
You can approach any content topic in many ways:
- You can simply list generic advice, steps to overcome a problem if you like.
- You can use examples you’ve found on the web to illustrate the process.
- Or you can tell your audience how you solved a particular problem yourself.
But guess which method builds the strongest connection with your audience?
So, when you answer your customers’ questions, do it from your perspective.
Do it by showing examples how you’ve done something.
Be open about the fact that you’ve struggled with this problem before.
Hell, actually say it straight that you’re simply retelling your struggles with overcoming a specific challenge.
By doing it this way, you’ll create content that’s:
- Highly unique. After all, no one has solved the problem the same way as you. Even if they followed the same steps, they’ve most likely encountered different challenges along the way, and have made their own decisions to overcome them.
- Engaging. There’s a major difference in how we perceive a generic “how to” post, and one that tells a someone’s story. Even though they’re technically about the same thing, we first and foremost want to find out someone’s personal experience and are naturally drawn to this content.
- Relevant. The fact that you had to overcome the same problems as your target audience immediately makes you more relevant to them. Your story helps you align the audience with you, and believe me; that’s a bond that’s hard to break.
Baremetrics is a great example of a company that’s openly describing their challenges and solutions to problems their audience most likely experiences too.
#3. Build Promotion into the Content
I believe that most content marketers follow a flawed content formula.
They typically create the content first and only then try to figure out how to get it in front of their audience.
But nowhere in the process they actually ensure that their content is actually easier to promote.
However, the correct process, one that we’ve been using at usermagnet from day one should be:
Plan the promotion, create the content with that promotion embedded into it, and only once that’s done, launch the strategy to reach the target audience.
How can you build promotion into your content?
We typically use one of those 4 strategies:
- Selecting and including the right influencers. This includes referencing or quoting them directly in the content and then reaching out to let them know about it.
- Referencing other tools. After all, startups crave visibility. Mention other tools that can also help a person solve a problem, and then, reach out to their founders to tell them about it.
- Featuring other companies as examples. Companies want visibility too. But they also want links. And many will be happy to help promote content that features and links to them.
- Creating custom visuals for the data that others could reuse in their content or on social media, to increase your content’s reach.
#4. Diversify Your Content
Although publishing blog posts should be the center of your content strategy, experiment with creating other content types as well.
For one, it will help you reach audiences on other platforms.
Repurposing your content into Slideshare presentations, for example, might help you reach new audiences, both on Linkedin, as well as Google search, as Slideshare pages tend to rank higher in the search results.
Two, you can target other topics, which aren’t suitable for blog posts and attract customers at different stages of the buying cycle.
Case studies are a great example. They provide a different type of insight than blog posts. Instead of focusing on specific problems, case studies reveal someone else’s experiences with your product. And in turn, give them the compelling reason to finally try your app.
And the best part? You can publish case studies to your blog too, turning them into a powerful element of your content strategy.
Do you feel overwhelmed by all this?
Are you intimidated by the prospect of having to battle with so much noise out there?
It’s quite understandable. The sheer amount of content we publish each day borders on the insane.
But as you’ve seen in this post, there are ways to break through.
So, if you’re starting a content strategy for your SaaS, or wonder how you can improve it, then focus on your customers, write from your perspective, and plan the promotion before you even start writing.