How Smooch Grew ARR Over 500% Using High-Level Strategic Content Marketing

SaaS Breakthrough

English - February 12, 2019 18:30 - 46 minutes - 43.1 MB - ★★★★★ - 46 ratings
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Previous Episode: How Proposify Grew to $5.7 Million in ARR with an Aligned Content Strategy, SEO and Building a Sales Team

Next Episode: How Looker Gained Early Traction With a Test Driven Mindset, Budget Optimization and Data Driven Marketing

Meet Dan Levy, the Editorial Director at Smooch, which helps enterprise businesses connect with customers through conversation. An experienced manager, strategist, and leader, Dan specializes in helping mid-stage startups and SaaS companies build and grow their content strategies and teams.

In this episode, you'll hear how Smooch utilized Dan's skillset to come up with an insanely powerful content strategy and his process to switch from a free trial (the self serve model of SaaS) to a higher touch enterprise model as he moved from his last job at Unbounce to Smooch.

You'll learn about the key steps to create a strategic content plan, how to find the primary questions or content needs to answer to attract the right prospects, how to find and create winning distribution channels to get that quality content out to your audience and the exciting things happening in the world of messaging in 2019 that are creating amazing marketing opportunities for businesses. Enjoy!

Notes:

03:25 Making Communicating With Brands as Seamless as Chatting With

Friends
06:40 Joining a Team on The Cusp of Finding Product Market Fit
07:50 The Challenges of Going From Classical SaaS to Enterprise Model
09:25 Three Big Differences in Marketing a Classic SaaS and an

Enterprise Model
13:25 Using Conversations At All Levels to Make Strategic Decisions

About Content
19:05 Defining the Content Initiatives and Calendar
21:40 High Level Strategic Editorial Content: State of Messaging

Annual Report
25:50 Baking the Distribution Strategy Into the Content Itself
30:45 Industry Editorial Newsletter: Curating All the New Stories In

the Space
37:00 Growth Numbers: Over 500%
37:40 Looking at 2019: Massive Marketing Opportunity from New Business Messaging

Channels
40:50 Lightning Questions