The Little Known SaaS Content Growth Strategy That Is Delivering Quite Interesting Results

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B2B Marketer & Angel Investor Tom Hunt shares...

"The Little Known B2B Content Growth Strategy That Is Delivering Quite Interesting Results"

Hi, I'm Tom Hunt and love B2B marketing.

In fact, I've spent the last six years marketing software and services online... and last year had a massive breakthrough.

A once in a lifetime breakthrough that you know if you don't capitalise, it will be gone forever... you know, that kind of breakthrough?

Yep.

Well the rest of this web page will explain how this breakthrough occurred and more importantly... what it means for you and your B2B business.

Before that... here are some SaaS industry leaders that are noticing what's going on here:

But first, let's hear what our clients have to say...

"Fantastic Tom, It's looking amazing and I can finally see that all of a sudden we look like thought leaders in our field" - Saravana Kumar, CEO @ Document360

"It's an autonomous service that can promote the brand and deliver leads with little management" - Calum Morrison, Head Of Marketing @ Ebsta

"I have 4 calls demo calls scheduled next week. Pretty sure I will have at least 1 deal done. Get ready for a testimonial" - Hammad Akbar, CEO @ Cavako

"Unlike other service providers, you actually do what you say you're going to do..." - Norbert Strappler, CEO @ SyncSpider

And some industry experts...

Nathan Latka of GetLatka.com

Dan Martell of DanMartell.com

Tim Soulo of Ahrefs

Yam Regev of Zest.is

Dylan Hey of Hey Digital

James Gill of GoSquared

Twelve months ago I joined one of my angel investments as the Head Of Marketing.

Great... I thought: a little time with a nice salary and good share options where I can really hone my B2B marketing skills with big budgets.

Everything was great until I realised that I had no idea about the type of person we were selling to: sales operations.

I mean - what the heck is sales operations?

No clue.

So I did what every marketer would do in this situation and tried reaching out to this persona to ask them some questions.

As you can imagine, I got nowhere:

Crickets.

Yep - nothing.

Maybe I wasn't cut out to be the this high powered SaaS CMO?

Then it hit me.

Why not invite these same people onto a podcast, that focussed JUST on sales operations. Instead of going in cold and asking for their time for my benefit, why not go in cold and ask for their time to share their wisdom with a hungry audience?

You see, all employees are now looking to improve their personal brand to accelerate their career and all businesses know that people listen more to people than businesses.

It's a win for the employer, a win for the individual and a win for us.

We started to get some traction.

Our first guest agreed to come on (a current customer). Then they referred someone else... and the ball was rolling.

Slowly we started getting bigger and better guests: sales ops at Vidyard, sales ops at Oracle, sales ops at Facebook - we were climbing the ladder.

Six months later we completed fifty interviews, are getting 2,000 downloads per month and have the most downloaded sales operations podcast in the world:

We were also intelligent about maximising the social exposure we got from our guests and their employers:

Pretty impressive right?

"Intelligent marketer works out a way to raise brand awareness" - congratulations Tom... you want a medal?

Haha ok well hold on a second...

Because it's about to get really interesting.

I won't say which one... but one of the first twenty guests on the show entered into the sales process and ended up closing on a five figure deal (first year only).

Yep, that's right.

An approx. 10x return on the investment in the podcast in six short months.

I have since left that business and now run this process as a "done for you service" for multiple SaaS businesses, all of which are closing feedback sessions, demo's and free trials from podcast guests each and every week, bringing a very significant ROI on the time investment into the podcast:

And also giving us all of those juicy brand building, social and SEO benefits for FREE, whilst elevating their brand within the strategically chosen niche.

Here is the response to the launch of a podcast we run from a UK based SaaS CEO:

More on this later...

And yes, all of the deals closed, social engagement, organic traffic and partnerships are great. Becoming a VIP in the sales operations niche was also great... but the real value?

I learnt a SHEDLOAD about sales operations and this persona. I had true empathy for these people as we spent time internally talking about the product roadmap, content strategies and community building.

^^ this was the real gift.

Seen enough? Let's set up a time to learn more about your growth plans to see if there is a fit with our "done for you" podcasting service:

CUSTOM JAVASCRIPT / HTML

Just like these other high growth B2B businesses...

OK, but what actually is podcasting and why should I care?

Very good question...

Podcasting is simply an open source communication protocol for audio content.

In short, everyone has agreed to distribute audio in a certain way, so that different applications can talk to each other without issue.

You take your audio files, upload them to a podcast host (like bCast), this creates an RSS feed that you use to distribute all episodes to Apple, Google, Spotify etc:

Ok awesome, so we now know what podcasting is... but why should you care?

I'll explain why...

Whenever you see the most intelligent business thinkers in the world make a strategic move, it is often a good idea to do the same.

Andreessen Horowitz (a global top tier VC firm) is investing in the podcast space, and recently released their thesis on why - here are a couple of the slides:

Interesting right?

And each of the 3 biggest businesses in the world are investing in the space:

OK, but what is the opportunity I hear you cry!?!?

Sure, but I need to ask you a question first... how many blog are there on the internet?

- 55 million

And how many YouTube channels?

- 17 million

And podcasts?

- approx. 800,000

As Jeff Bezos would say "it's still day one" in the world of podcasting.

OK and what is this process you speak of??

Yep, I get it, you want to know exactly how this works so you can see if it's relevant to your SaaS, or even go away and implement this yourself (go on please do, nothing would make me happier!).

But before we do that I need to explain a slightly advanced marketing concept which will make everything much clearer.

Do you know how these guys grew their brands?

Do you?

Or do you think these guys never had to do anything to grow, as they've always been massive?

You would be wrong.

Disney and Playboy grew their brands by harnessing the power of media.

But not just the production of media - they became masters of monetising media.

In fact, they got so good at this... that they got paid to create the information that would grow their brands.

As you know Disney invests heavily in video content:

Because they know it can be monetized with theme park rides & cuddly toys (and just about every other kind of physical thing):

As you know, Playboy invests heavily into written and video content:

Because they know it can be monetised with licensing and advertising:

And you also know you have a seriously big brand when people start getting tattoos:

Don't think this kind of brand loyalty can be created by a SaaS business?

Think again:

Anyway, back to the topic in hand.

The point I am trying to make is that these guys could happy scale media production because the content was heavily monetised on the front end. They got an ROI on the content straight away.

This is the secret.

This is what we achieved with Ebsta when we closed the big deal: a 5-10x ROI on spend on the podcast in 6 months. Meaning that all those juicy brand building benefits came for FREE.

That is the point of this whole thing.

You get to scale a media asset because it's paying for itself.

You get paid to generate the long term brand benefits by converting customers through the process in the short term.

In short, we are finding the best possible customers or partners in your niche and influencing them to like you through audio content collaboration (an interview podcast).

And when people that could be customers or could send you a lot of customers like you - great things happen.

Other people saying great things about Tom's work...

Samantha Keating of Learning Corp

Jessica Baldwin of Cardsetter

Barton Bodell of Huckabuy

Kinga Odziemek of SaaStock

Nachum Kligman of Book Like A Boss

Josh Kolbach of Rymera Web Co

Nico Caramella of Skoove

David Heinemeier Hanson of Basecamp

Travis Fischer of Saasify

Hans Dekker of Wiza.co

Deepak Shukla of Pearl Lemon

Zoe Hawkins of Hypur

Carlo Occhiena of Virgilio.it

Mark Lewis of Tinless

OK great, you got to the end!

Let's find a time to learn more about your growth plans to see if there is a fit with our "done for you" podcast service: