Too many companies out there are producing “Look at me” content. You’ve likely seen content like this.
This kind of content often talks about:
This kind of content can feel like brand-building work. But it’s not.
It builds little affinity with customers because of one reason: it’s not about helping them.
Customers build affinity with brands that understand them and use their content to fulfill the mission of helping them.
Companies who understand this create content that instead focuses on:
This kind of content inevitably ends up building the brand.
It’s not a bait-and-switch either. There isn’t always a sales pitch to buy a software or product at the end.
Those outcomes end up happening anyways.
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