Erin Balsa’s Post

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I build and execute content strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions.

Companies are afraid of blogging about their product. But I've seen great ROI from this content play: 1) Do original research on a topic your audience cares about. 2) Publish a research report. 3) Write "product blogs" that show your audience how to solve a specific problem using your product. 4) Add data insights and graphics from the report to the blogs. (There are a million other ways to repurpose and redistribute your report ... this is just one play you might want to try.) 👇 Report and product blog examples in the comments 👇

Erin Balsa

I build and execute content strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions.

1y
Mariela Azcuy

Words + strategic comms for growth-stage brands and executives | Carve Communications

1y

Yeah, I think it all depends on what the "product" is. If people can get their hands on it and work with it often, then it makes total sense. But if you're, say, a media company or a services businesses, it's not a great idea in most cases. I used to work at Univision and instead of focusing on "Univision," we focused on lighthousing our expertise on the Hispanic consumer b/c that responded to a lot of our objections.

Michael Eckstein, EA

Tax therapist, Profit & Loss interpreter, amateur comedian | Booked thru May

1y

Hmmm, think this could be done well with services? 🤔 I always see weaksauce implementations but that could work for a productized service I've been thinking on 🤔

Ashley Guttuso

Marketer | Strategist | Trust Builder

1y

Amen! It's not faux pas to mention product in a blog or to have a blog category completely devoted to the product and its use cases.

Pratik Ambukar

SEO Passionate | Digital Visibility Enthusiast

1y

Currently i am good at content marketing through blogging. is it ok to take it as full time, not fear of Google updates, but fear of "will people's use Google for reading in future or will they watch YouTube videos?" And i think we should not think about competition. Since i think there lots and lots of things are uncovered on Google, right?

Sarah Colley

Freelance writer (SME-based articles) for SaaS, Martech, & e-commerce| Content consultant & strategist

1y

And then there are he brands that overdo it

Shellie Terry

Sr. Content Marketing Manager at Quad

1y

We were writing a ton of TOFU educational content and shying away from product-heavy blogs. We’re pumping in more BOFU now with this exact strategy - how our product helps you do XYZ. This one has already landed us some demo sign ups! https://www.thryv.com/blog/retain-customers-using-thryv/

Ted Olson

The Sales & Marketing Coach for Consultants | Founder, Consulting Academy | Business Coach | Author, Feel Good About Selling

1y

yes - and I'd argue this is where most miss, instead of how to "solve a specific problem using your product. (to your point)" they fall in love with it and highlight bells and whistles

Erin Balsa our SEO agency is adamant that writing specific product related blog posts canabalizes ranking for our main BOFU product pages on the main nav! Is this something you have heard from others? cc Chrissy Gow Elizabeth Mackenzie Thorben Grosser Valery Tsenter

Kirsten L.

Freelance Copywriter + Content Strategist | Partner to Fortune 500 Brands ⚡️| Ecommerce | Tech | Health

1y

Yes, brands don’t want to come across as salesy. But it’s not fluff if you’re showing people how they can practically use your solution to achieve a goal or resolve a problem. Hotjar do this really well!

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