Separate your SaaS & content strategy
While scrolling through LinkedIn, I read this interesting perspective on SaaS content strategy from Camille Trent. Here it is:
I'm no longer a SaaS marketer.
I'm the director of a B2B media company.
Drawing this line was important to us.
Here's how it works...
Keyplay data powers PeerSignal research.
PeerSignal.org community insights fuel Keyplay.
PeerSignal = media
Keyplay = SaaS.
We decided to separate the SaaS and media brands to incentivize the right behaviors.
Otherwise, brand-owned media turns into a (poorly written) product pitch.
🤮 Insights are slowly stripped (too hard!) and replaced with boring, republished data.
🤮 First-party research is abandoned (it takes too long!) for decades-old roundup stats.
🤮 Personality is replaced (difficult to outsource!) with plagiarized, AI-sourced sentences.
I’ve seen it happen again and again. We’re determined not to set PeerSignal up to fail.
Things I’m not measured on:
Things I am measured on:
✅ Audience (growth, quality & engagement)
✅ Publishing consistency
✅ Content & research quality
In other words, I don’t really do content marketing. I do B2B media strategy.
It’s been a shift to say the least. I was excited to take on the challenge but a little skeptical about detaching from revenue.
Five weeks in and I’m all in.