002 SaaS and Stories: The balance of tech and touch in Content Marketing | Tekpon SaaS Roundtable

Connect with our guests 👇 Maria Stanciuc: http://www.linkedin.com/in/ana-maria-st%c4%83nciuc Romana Hoekstra: http://www.linkedin.com/in/romana-hoekstra Lashay Lewis: http://www.linkedin.com/in/lashaylewis Bianca Wilk: http://www.linkedin.com/in/biancatwilk Jeremy Sacramento: http://www.linkedin.com/in/jeremy-sacramento-b2b08618b Alejandro Salse: http://www.linkedin.com/in/alejandro-salse Bethany Fagan: http://www.linkedin.com/in/bethanyfagan Tekpon is a SaaS marketplace born out of the genuine desire to help people change how they consume and purchase software products and services. Tekpon has behind a team of enthusiastic tech lovers whose main goal is to help users boost their lives and businesses with the right software. Connect with Tekpon ⚡ Website: https://tekpon.com SaaS Entrepreneurs & Startups: https://www.facebook.com/groups/tekpon Listen to the podcast 🎧 Spotify: https://open.spotify.com/show/0sf7X3sC8Pg8gzpphTYxgi Apple Podcasts: https://podcasts.apple.com/us/podcast/tekpon-saas-podcast/id1637493062 The topics we've discussed 🕐 0:00 Intro 05:18 Importance of being creative and building content around people to make Google happy 07:10 Changes made to content brief templates, keyword research process, and interview templates to include more relevant information and build content around people 09:12 Building content around people, their pain points, challenges, and how the product solves them 11:03 Google's updates on SEO terms and concern about decaying content 12:40 Content repurposing and refreshing to measure impact on the bottom line 14:06 Monitoring and analyzing metrics to determine the effectiveness of content 15:48 Google refining its algorithm to prioritize valuable content over SEO tactics 17:23 Discussion about SEO being unexplored or ignored in the speaker's organization 19:10 Competing in a tough space against B2B marketers and agencies 21:05 Focus on choosing keywords to rank for and using content, considering user experience and product elements 22:40 -Tracking touchpoints in the buying journey and attributing good SEO performance to organic first touch 25:43 - Setting expectations and having specific data to prove the success of strategies to executive leadership 28:08 - Communicating the value and selling the strategy to decision-makers for executive buy-in 30:06 - Aligning with executive goals and demonstrating impact on KPIs for gaining executive buy-in 33:15 - Importance of a holistic content marketing strategy covering every stage of the buying journey 34:36 - Alignment between marketing, sales, product, and customer service for effective messaging 36:10 Scaling without alignment, especially with AI technology, can be detrimental 38:05 Focus on writing high-quality content to stay safe from updates 39:15 Creating customer-focused content that serves search intent and focuses on the customer 42:00 Creating valuable content to improve session duration and bounce rate 45:58 Creating customer-focused content while selling products simultaneously 47:35 Having a strategy and methodology, not solely relying on AI 50:19 Discussion about the usefulness of AI in content creation depending on company goals 51:55 Limitations of AI in strategic thinking and industry expertise 59:40 New technologies as enhancement tools, not replacements for human work 01:01:15 Variety of tasks in content teams, with technology saving time on non-roadmap tasks 01:02:55 Importance of original content and creativity over solely focusing on SEO volume 01:18:10 Outro