In a world where technology evolves at breakneck speed, and software businesses are constantly adapting to changing landscapes, the importance of content marketing for B2B SaaS (Software as a Service) companies cannot be overstated.
In this week’s episode of Scale Your SaaS, we explore the journey of Jake Hurwitz, Founder, and Chief Marketing Officer at Thursday Labs, and a seasoned entrepreneur and marketer, as he delves into the nuances of content marketing, its significance, and the common mistakes that B2B SaaS companies make with host and B2B SaaS Sales Coach Matt Wolach.
Podcast: Scale Your SaaS with Matt Wolach
Episode: Episode No. 283, “From Unknown to Unforgettable – Content That Converts – with Jake Hurwitz”
Host: Matt Wolach, a B2B SaaS Sales Coach, Entrepreneur, and Investor
Guest: Jake Hurwitz, Founder & Chief Marketing Officer at Thursday Labs
TOP TIPS FROM THIS EPISODE
Adopt Content Marketing Strategy: A Roadmap to Success
One of the primary mistakes B2B SaaS companies make is a lack of strategy in their content marketing efforts. Jake stresses the importance of a well-defined strategy rooted in data. Without a clear plan, content creation can become sporadic, inconsistent, and devoid of purpose. The critical components of an effective content marketing strategy include defining the target audience, determining when and how to reach them, and establishing the “why” behind each piece of content.
Another common mistake is the self-centered approach to content creation. Software founders often talk about themselves and their achievements, assuming this will resonate with their audience. However, Jake suggests successful thought leadership is more about becoming a publisher, curator, and distiller of valuable insights. It’s about simplifying complex information and creating content that serves the audience’s interests and needs.
Measure Short-Term Wins and Long-Term Success
While content marketing is undeniably a long-term play, Jake emphasizes that short-term wins are attainable and necessary. Jake’s approach accelerates content production and distribution to address the common concern of lengthy timelines. By the end of the first month, clients are already well on their way to building an impressive content portfolio, including podcasts, blogs, and social media posts.
The transformative journey from “unknown to unforgettable” is what Jake promises to his clients. He believes that content marketing should be accessible to as many founders as possible, helping them share their stories, create businesses, and enhance their lives. The low barriers to entry and the potential for rapid progress make it a compelling proposition.
In a dynamic business landscape, B2B SaaS companies must embrace content marketing as a fundamental strategy for growth and differentiation. Jake’s journey, from marketing to venture capital and back, exemplifies the power of adaptability and innovation in the face of challenges.
The lessons he imparts regarding content marketing strategy, short-term wins, and the value of community underscore the importance of this approach in today’s business world. Whether you are a seasoned entrepreneur or a budding founder, the message is clear: content marketing can unlock new opportunities and propel your brand to greater heights.
Thursday Labs: The Name with a Story
The name “Thursday Labs” may seem unamusing, but it carries a story that reflects the essence of community and growth. Jake’s desire to connect with new people originated when he hosted weekly dinner parties every Thursday.
Over time, this concept evolved into a company called Thursday Club, known for hosting numerous dinners globally. When relaunching his agency, Jake adopted the name “Thursday Labs” as a nod to the sense of community and the potential for diverse ventures under its umbrella.
The Power of Content Marketing in B2B SaaS
Jake is a firm believer in the power of content marketing for B2B SaaS companies. He recognizes a fundamental shift in consumer behavior, where people trust individuals more than they trust brands.
Young influencers with large followings have become powerful voices, and this trust extends to founders and entrepreneurs in the B2B space. However, many software founders have yet to harness the potential of thought leadership content.
Jake emphasizes that SaaS founders should establish their presence across various platforms and formats. They should use content to tell compelling stories, curate valuable insights, and create meaningful connections with their audience. This approach fosters trust and differentiates them in a crowded market.
[9:34] “The people behind them are like, “that’s who we want to be a part of”. Their story is the story we want to live. And so I’ve gone all in on that strategy.”
[16:12] “ But I do understand that short-term wins and short-term results are necessary.”
[21:52] “It’s something that I preach to my clients over and over, your buyers don’t care about you, they care about themselves, they care about the results they’re gonna get.”
To learn more about Thursday Labs, visit: https://www.thursdaylabs.co/
You can also find Jake Hurwitz on LinkedIn: https://www.linkedin.com/in/jakehurwitz/
For more about how host Matt Wolach helps software companies achieve maximum growth, visit https://mattwolach.com/scale-time