In this episode, Ryan is joined by Sam Gocher, Head of Content at Rocket SaaS, to discuss how you can create top quality content that always resonates with your ICP. For most B2B SaaS brands, they don’t have an idea of what that statement is. Sam and Ryan discuss a ‘What We Want To Be Known For’ statement and how that holds all of your content accountable to your ICP.

Takeaways:

• The logo test: if a competitor could put their logo on your content and nobody would notice, it is not niche enough and you do not have a strong enough voice in your market
• Messaging and content are different things. Messaging is the fixed layer that sits on your website, content is the fluid layer you publish constantly, and the second one cannot work until the first is settled
• The fix is a single statement defining what you want to be known for. It will feel long and specific, and that is exactly the point, because no competitor could claim it
• Get the founder in the room. They started the business for a reason, and that reason is usually the answer. In larger companies go to the CMO or CRO, but the founder should still steer it
• Bring salespeople too, since they hear the objections first hand and have to sell against the same messaging
• Focus on 3 key aspects: why the business was founded, whether your ICP actually cares, and a separate point of view for each ICP that ladders back up to the one statement
• Ryan’s take on AI and what its good for and what you should still be doing manually for your content and ideas.

In this episode, Ryan argues that the biggest difference between founders who scale and founders who stall is the speed at which they make decisions. He actively tries to never to let a decision leave the room. Ryan covers the decision tree he built at Rocket SaaS and the worst-case scenario test that shrinks the risk.

Takeaways:

• The speed of decision-making is what separates founders who scale from founders who stall
• The maths favours speed: twenty decisions with sixteen right beats five decisions with five right, as long as the wrong ones are not catastrophic.
• Slow decisions kill activity.
• Build a decision tree: set monetary thresholds and named sign-offs so people know exactly what they can approve without asking. Fewer meetings, less Slack, and far more trust
• Use the worst-case scenario test. The risk is usually far smaller than it feels
• Audit your own decisions for a month, logging what each one was, what it was worth, and how long it took, then move faster on the ones you dragged your feet over
• Kill “let’s circle back” and replace it with “let’s decide now and adjust later”. Speed beats perfection when you are trying to scale

In this episode, Ryan is joined by Sam Gocher, Head of Content at Rocket SaaS, to work through the 5 traps that stop content driving revenue. Most B2B SaaS companies are producing content activity, but when the CEO asks whether any of it is actually generating pipeline, nobody can give them an answer. Ryan and Sam cover why guessing your topics never works, how to extract real thought leadership from time-poor founders, why content and paid teams must stop operating separately, and if your content is not boosted and not helping SEO, you should probably stop making it altogether.

Takeaways:

• Even if you genuinely know your market, asking a thousand of your ICP will tell you far more than a team guessing in a room
• If your content is written purely with AI, any competitor could put their logo on it, and in-house teams or agencies will never know the industry like the founders do
• Get founder buy-in with a small ask: a 15-minute interview every fortnight gives you a transcript that becomes blogs, newsletters and posts. To scale it, pitch one 60-minute studio session a month, which is two episodes and a fortnightly podcast
• Use the thought leaders inside your business who match your audience, because buyers trust their peers far more than a vendor
• Content and paid should never run in silos. Your content team produces something they are proud of, and nobody ever asked whether the paid team intends to put a penny behind it
• If your content is not being boosted and is not helping SEO, almost nobody sees it. Either realign it with paid and SEO, or stop and put the resource elsewhere
• Don’t let all your content sit at the bottom of the funnel. Your top-of-funnel content is super important, and adding a thought leader to the mix gives you plenty tofu content to work with
• Batch your recording, keep a content calendar, repurpose relentlessly, and revive old content that performed well rather than going quiet