In this episode of the SaaS Business Podcast, Ron Gaver’s guest is Nick Raithel of Content Corps. Nick and Ron discuss the unique requirements startups have for content marketing.
Nick points out some of the “dos” and “don’ts” of content marketing stressing the need to begin by building relationships with clients before trying to market their products or services. He describes road-mapping, a tool used by Content Corps to plot a client’s marketing course, delve into competitors’ tactics, and define success in advance. He discusses how road-mapping can save you time and money.
He discusses the various types of content and channels for content marketing. One of his favorite types of content is email courses. When done correctly, email courses can help you win your customers’ loyalty. When done incorrectly, they may turn customers away because they are perceived as marketing. With email courses and content marketing in general, the idea is to lead with value and avoid creating content that is nothing more than a thinly concealed sales pitch. He examines the various ways entrepreneurs can use social media to amplify their content by building relationships and increasing audience exposure. He then points out that published books are often overlooked as a marketing tool to build personal authority and set you apart from your competitors.
Nick closes out the show with the four most damaging content marketing mistakes aspiring entrepreneurs make and offers an exclusive bonus to listeners of the SaaS Business Podcast in the form of free course tools.
See SaaSBusinessPodcast.com/018 for transcript.
Please see Disclosure* (below transcript) concerning affiliate links on this page.
#AskGaryVee – Nick Raithel used #AskGaryVee (Gary Vaynerchuk) as an example of repurposing content. See the separate entry for Gary in this list for more information about him and what he does. Listen or read at 36:30. Audible* – I’m a podcaster. I like audio. I can listen while I do other things. Audible is now part of Amazon.com. In this episode, Nick Raithel recommends Audible to those of us with busy lives as a way to educate ourselves on the go. New users receive a 30-day free trial, as well as one free story when they register. Listen or read at 40:53. AWeber* – I am an AWeber customer and affiliate. AWeber is email marketing software. I find it to be an affordable solution satisfying my current needs. AWeber employees and (and as far as I know disinterested) third parties have told me that messages sent by AWeber end up in the Spam folder less often than some of their competitors’ messages because of their conservative approach. Erik Harbison, the Chief Marketing Officer for AWeber, will be discussing the marketing stack for a SaaS company in an upcoming episode (it is in post-production now). The episode is about the various marketing tools he has used for SaaS companies more than it is about AWeber. This is in alignment with what Nick Raithel says in this episode. Listen or read at 22:53. Buffer – I am a Buffer user. Buffer is SaaS for social media automation. Buffer currently provides queues, schedules, and analytics for Twitter, Facebook, and LinkedIn. Integrations with the browser and smartphones make buffering a post easy. Reposting (at least on the basic plan) turns into a manual process, which has driven me to another app for reposting and may eventually lead to me discontinuing Buffer. Buffer analyzes engagements with your posts and can suggest an optimized schedule based on maximum engagement. Buffer can monitor Instagram for engagement but does not provide the capability to post to Instagram. Listen or read at 19:11. Buzzsumo – According to the site, Buzzsumo allows you to analyze “what content performs best for any topic or competitor,” and to “find the key influencers to promote your content.”