RS322: SaaS Marketing, in 2 hours a week
Summary
TLDRIn this episode of Rogue Startups, host Craig Huitt wraps up the LinkedIn series, reflecting on the evolution of content marketing and SEO. He discusses the shift from Google-centric strategies to a more diverse approach, emphasizing the importance of engaging on platforms like YouTube, Reddit, and social media. Craig shares his thoughts on balancing passive and active marketing, leveraging AI for content creation, and the necessity of personal interaction in a digital age. He encourages businesses to be proactive, engaging with their audience and industry peers to foster growth and build a strong brand presence.
Takeaways
- 🎙️ The host, Craig Huitt, wraps up the LinkedIn series and invites feedback on the content's entertainment and educational value.
- 🔄 Content marketing and SEO strategies have evolved, with less reliance on Google due to the rise of AI and platforms like Reddit and YouTube.
- 🏠 Craig mentions his new office setting and the pressure to 'level up' his game, reflecting on the changes in marketing strategies.
- 🤖 AI has become integral in content creation, particularly in outlining and repurposing content for various platforms.
- 📹 The importance of video content, especially on YouTube, is highlighted as a starting point for repurposing content across different channels.
- 📝 The script emphasizes the multi-platform approach to content distribution, including blogs, YouTube, podcasts, emails, and social media.
- 📉 The traditional SEO strategy of 'write and they will come' is no longer as effective, necessitating a more active marketing presence.
- 🔗 Active marketing involves engaging with communities, seeking feedback, and building relationships through platforms like Reddit and LinkedIn.
- 💡 Social media is not just an add-on to a marketing strategy but an integral part that should be woven into the overall marketing approach.
- 🤝 Active marketing also means being intentional about inserting oneself into the market conversation, increasing the chances of customer engagement.
- 🌐 The script suggests that a combination of passive (content creation) and active (direct engagement) marketing is crucial for sustainable growth.
Q & A
What is the main topic of the 'Rogue Startups' series on LinkedIn?
-The main topic of the 'Rogue Startups' series on LinkedIn is about leveraging the platform to enhance one's professional presence and marketing strategies.
How many episodes were there in the LinkedIn series?
-The LinkedIn series was six or seven episodes long.
What changes in content marketing have been observed by Craig Huitt over the last couple of years?
-Craig Huitt has observed that content marketing, SEO, and customer acquisition methods have changed significantly, with less reliance on Google searches and a shift towards platforms like Reddit and YouTube for finding answers.
Why does Craig Huitt believe that just writing content and waiting for people to find it is not as effective anymore?
-Craig believes this approach is less effective because people are not going to Google as much, and when they do, they are more likely to engage with paid placements or generative AI responses rather than traditional content.
What is Craig Huitt's view on the importance of having a YouTube presence for content marketing?
-Craig Huitt considers YouTube to be the most important platform for content marketing, as it allows for repurposing content into various formats and reaching a wide audience.
How does Craig Huitt suggest repurposing content created for YouTube?
-He suggests creating a blog post, email newsletter, podcast episode, and social media clips from the original YouTube video content.
What role does Craig Huitt see for social media in modern marketing strategies?
-Craig Huitt sees social media as an integral part of marketing strategies, as it is a direct way to engage with individual people and build brand awareness.
What is the 'skyscraper technique' mentioned by Craig Huitt in the context of content creation?
-The skyscraper technique is a content creation strategy where one pulls assets from various sources like YouTube, Google results, and blog posts to create an outline for a new piece of content that aims to outperform existing content on the same topic.
How does Craig Huitt approach the distribution of content on different platforms?
-Craig Huitt suggests starting with a YouTube video, then creating corresponding blog posts, email newsletters, social media clips, and engaging on platforms like Reddit to distribute and promote the content.
What is the importance of active marketing according to Craig Huitt?
-Active marketing is crucial as it involves directly engaging with the market, talking to customers, partners, and participating in community discussions, which helps increase the chances of customer acquisition.
How does Craig Huitt recommend using LinkedIn for professional networking and marketing?
-Craig Huitt recommends using LinkedIn to start conversations about industry-specific topics, engage with prospective clients, and participate in professional discussions to build brand awareness and find potential collaborators.
Outlines
📚 Wrapping Up the LinkedIn Series
Craig Huitt, host of Rogue Startups, concludes the LinkedIn series and invites feedback on the content. He reflects on the changes in content marketing and SEO, noting that traditional methods are less effective due to reduced Google searches and increased competition from AI responses and other platforms like Reddit and YouTube. Craig emphasizes the need to distribute content across various platforms where the target audience is active, including social media and YouTube, rather than relying solely on Google.
🚀 Content Marketing Evolution and Strategy
Craig discusses the evolution of content marketing, highlighting the importance of creating content for various platforms where the target audience is likely to consume it. He details a strategy that starts with a YouTube video, followed by a blog post, email newsletter, podcast, social media clips, and strategic linking on platforms like Reddit. Craig stresses the importance of being active on these platforms to increase brand awareness and engage with the community, rather than passively expecting customers to find the content.
🤝 Active Marketing: Engaging with the Market
Craig emphasizes the importance of active marketing alongside passive strategies. He suggests that after setting up passive marketing content, one must actively engage with the market by talking to people, seeking feedback, and increasing one's 'luck surface area.' Craig mentions the value of LinkedIn for professional networking and initiating conversations about industry challenges and opportunities. He encourages intentional market engagement to supplement passive marketing efforts and build stronger relationships with customers and partners.
🌟 The Importance of Personal Connection in Marketing
Craig discusses the resurgence of personal connections in marketing amidst the AI wave, where people value genuine human interaction. He suggests that being personable and visible in one's industry can provide a competitive advantage, especially for small businesses. Craig shares his approach to balancing active and passive marketing, organizing content efficiently, and engaging with customers and partners to foster growth. He concludes by encouraging listeners to explore active market engagement to complement their content marketing and SEO strategies.
Mindmap
Keywords
💡Content Marketing
💡SEO (Search Engine Optimization)
💡LinkedIn Series
💡YouTube
💡Social Media
💡AI (Artificial Intelligence)
💡Podcast
💡Passive Marketing
💡Active Marketing
💡Sustainability
Highlights
The LinkedIn series has concluded with the aim to enhance listeners' LinkedIn skills.
Content Marketing and SEO have evolved significantly, with less reliance on Google searches.
The emergence of AI has led to a shift in how customers are found, with a decrease in organic Google searches.
Platforms like Reddit and YouTube are preferred for finding answers, impacting traditional SEO strategies.
Content should be distributed across various platforms where the target audience consumes it.
Social media is crucial for brand exposure, even for those not naturally inclined towards it.
A marketing strategy should integrate both active and passive marketing approaches.
YouTube is considered the primary platform for content creation due to its repurposing potential.
AI is effectively utilized in content creation, from outlining to asset gathering.
Content should be repurposed across multiple channels, including blogs, emails, and social media.
Engagement on platforms like Reddit is vital for brand visibility and answering community queries.
Creating a branded presence on Reddit can enhance a brand's authority in its niche.
Sustainability in marketing efforts is essential for long-term business growth.
Active marketing involves direct engagement with the community, customers, and partners.
LinkedIn is an excellent platform for professional networking and initiating industry conversations.
The importance of being personable and unique in marketing to stand out among automated content.
Small businesses have an advantage in personal marketing due to their agility and personal touch.
A balance between passive content marketing and active community engagement is key for growth.
The transcript emphasizes the importance of efficiency in marketing, especially for one-person operations.
Transcripts
hello welcome back to Rogue startups I'm
your host Craig huitt we are done so we
finished the series on LinkedIn back on
the mic for a solo episode and I think
first of all just to kind of wrap up on
the LinkedIn series that we had I hope
you enjoyed it I'd love to hear comments
suggestions feedback on our series like
that this is the second series like the
LinkedIn one we did we did one right
before the end of the year about YouTube
it was about five episodes long this one
was six or seven episodes long so a
little bit more but I hope you enjoyed
it I hope it was entertaining and
helpful and and allowed you to kind of
level up your LinkedIn game so uh I hope
that was cool um if you're watching on
YouTube yes I am in a new office setting
yes it is dark in here yes I think it's
really cool but it's kind of
intimidating honestly I feel a little
pressure to like level up my game if I'm
in such a cool place um but Yoda made
the trip with me and so all is good I
wanted to take this opportunity to I've
been reflecting a little bit about what
we covered a lot in the LinkedIn series
because there was a lot to that uh and
and kind of distill some of that down
into how I'm thinking and acting on
marketing right now uh I think one thing
that is definitely changed in the last
couple of years year and a half maybe uh
like let's I sense the kind of AI CRA
started uh is
that content Marketing in SEO and the
way that a lot of companies like ours
found customers has changed a lot right
so the old day of like just write a
bunch of content and people will find
you and sign up for your stuff um is is
not as effective as it used to be I
won't go so far as to say SEO is dead uh
but I think it's definitely very
different um I think there's a couple of
reasons for that one is people are just
not going to Google as much that's one
uh the second reason is if they're going
to Google there are other things there
so not just paid uh paid placement but
like generative a AI responses right
that's there and then as a result people
are like why don't I just go to Reddit
or why don't I just go to YouTube as
these platforms are just really great at
finding answers to questions um and so I
think and this is not just my opinion
right but this is me talking to a bunch
of people on the o space us hiring a
bunch of people in the SEO space to take
a look at our current situation and give
us advice on it is yo like when you
think
about generating content to attract
customers which I'll just call content
marketing I don't know if that's
accurate or encompassing enough uh I
used to think about that from a just
perspective it is not uh sufficient or
accurate or complete enough anymore and
so what we are thinking about is when I
want to Market to my target audience I
really have to put out my content
basically in the places where they are
going to consume it in the end and this
is uh I still think there's a lot of
value in putting this on your Turf on
cast.com but I also think that it damn
sure better well be on
YouTube uh it should be on social media
love it or hate it uh the maybe best way
these days for new eyeballs to meet your
brand can be through social media uh and
and yo if you're new to the show I am
not a social media person I got a couple
thousand followers maybe uh and and and
I just don't love it but sure enough the
best way to go meet individual people
online is social media right it's not
blogging um maybe it's creating a
podcast but still you're relying on
people finding you somehow uh reactively
you're putting something out there
hoping someone subscribes to your
podcast finds your YouTube video
searches some random long-term you know
keyphrase and finds your blog um but but
if you want to get into a discussion
with people hands down the best way is
to uh to chat with them on social media
and get into the DMS so so like I think
when you're putting your brand out there
into the world social media has to be a
pretty big part of this um you I saw
Dave Gart sayat to day like a social
media strategy is not separate from a
marketing strategy it's like all
together like marketing strategy and
social strategy is all together and I
think that really that is kind of the
tip of what I'm talking about but I'll
take it one step further which is like a
marketing strategy is not on a channel
it is it has to be everywhere right so
so like I think
about if I want to go out into the
market I first need to break down my
marketing activities into passive and
active we talked about this with Adam
Shaw in a previous episode we'll link to
it in the show notes um but but like
active and P passive I'm talking about
passive marketing for the most part here
which is like I want to talk
about building chicken coops we're
thinking about getting chickens and so I
want to I want to create a piece of
content about chicken coops okay here's
what I'm going to do and this is
literally like what we're doing these
days uh we we write an outline for it uh
and we use a lot of AI for this because
this is something AI does really good so
we use a version of kind of the
skyscraper technique pull assets from
YouTube pull assets from Google results
and blog posts uh to to get a an outline
of what we want to talk about cool
review that the first thing we do then
is we shoot a YouTube video on it right
so every piece of content on your
website should have a corresponding
YouTube video for it I believe uh that
then so so you have the blog you have
YouTube you have uh a snippet for the
email to go out to your existing
audience or newsletter to talk about
this thing um you can repurpose that
down into a podcast episode as well cool
so you're reaching web content YouTube
uh podcast email you're getting social
Clips because you're recording video for
your podcast right I'm nodding my head
if you're watching on YouTube uh if
you're not watching on YouTube I'm
nodding my head every podcast should be
video uh so you're getting the short
clips for social media cool um and and
then so you're going to publish all
those places and then you're going to
link to this asset in strategic places
like Reddit and Kora um Casto created
its own subreddit recently and I believe
every brand should have this so yeah we
in the podcasting World participate
heavily in the r podcasting subreddit
but we also have the slash castto Reddit
and you you probably should too right so
create a branded user that is you know
ours is castus HQ same as all of our
social handles um you might think about
doing the same thing too so you as the
company can go out there and have a
presence on something like Reddit just
like you do on Twitter and just like you
do on
LinkedIn and we're active in those
markets right we're active in R
podcasting talking about podcasting
being helpful giving advice uh and just
kind of generating uh some awareness of
our brand in places like Reddit which is
where people go to get answers to
questions uh so like why only
generate web- based content on our blog
to get SEO and all this kind of stuff
why not just go to where people are
asking questions which to me really is
YouTube and Reddit right and so I think
about from a Content perspective like
really these days the thing that ends up
on our blog is the third or fourth most
important destination for it really
really really really right like the
first most important to me and this is
just me personally is YouTube right I
think like if I had to just do one thing
it would be YouTube but because you're
starting with video you're able to
repurpose down and redistribute a whole
bunch of other places um and so that's
what we're doing is it all kind of
starts with the the effort of this thing
being to get a YouTube video out of it
in the end then we're making a blog post
out of it we're creating email
newsletter we're creating social Clips
maybe it's going to be a podcast we're
not currently doing that at castto um
which is funny because we're a
podcasting company and it's going on
Reddit and it's going on social and it's
going to other you know platforms and
communities right so so like this is
this is totally achievable I would say
for one person to do
this if you're hiring out the editing of
YouTube you could do this in two hours a
week no no like especially as
you get good with your your prompts and
AI uh yeah 100% you could do this in two
weeks if you're doing a 10minute video
you take you 30 45 minutes to script it
and do the research shoot it a couple
times fired off to an editor there's
tons of them out there um we've used
video husky vide husky.com as an editor
they're really good um 100% you can do
this right and that's the bulk of the
work and the rest of it is just the
stuff right put it on right the blog
post put it on your WordPress site post
it on Reddit engage with the community
there but like an a very important thing
for me at this point in my journey as a
Founder is like sustainability right
like how can I be cool with the the
amount of work work and effort and
stress and wear and tear on me
emotionally to where I'm happy to keep
showing up for another seven or eight
years like I have been and and to me
like this feels really good right like
if I can do a few hours of work
reasonably uh maybe once a quarter spend
a half day on strategy uh and then spend
a few hours a week on the actual work of
creating the content and the assets for
the passive marketing side of of the
growth engine for my company
I feel pretty damn good about that uh
and then and then I have built and am
sustaining that that block of content
and brand and reputation and awareness
in my market to where I I think part of
it is like I don't feel guilty about
like I'm not doing marketing air
quotes but also like the compounding
effects of that over time are enormous
right you think about like if each of
these channels is getting a touch point
or touch points each week
you're just giving yourself that many
more opportunities for your target
market and that perfect customer to find
you so um so so we talked about passive
and active marketing I think it's really
important it's
super it's super critical to not just
think this is the only thing that you
can do though um what what you have to
do from there is you say okay I spent
let's call it three hours a week doing
my passive marketing I've got this out
there it's marinating and it's Jing and
it's doing it thing right from there I
got to I got to put my sales hat on I
got to go freaking talk to people right
I got to go into the community I got to
go get feedback from customers I got to
get on sales calls I got to go talk to
Partners I got to go do stuff really
intentionally put yourself in people's
way so that so that you
are increasing your luck surface area if
we want to use a a overused term right
but like just sitting back and expecting
the Google gods or the YouTube gods or
the Reddit Gods to just serve you up
customers
is is a Fool's errand right it's fool
hearty I think it can happen right and
you can get customers from this but sure
enough the way to get more customers is
to literally pick up the phone or get on
a Google meets call or whatever right
and talk to these people and there's a
bunch of ways that this can happen
there's probably a lot of ways that you
can waste a bunch of time with this but
there's also probably a lot of
serendipity that will happen as you get
out into
the market and talk to people about what
you're doing talk to them about the
challenges and the problems that they're
facing and find ways that you can work
together I think the reason that I
wanted to talk about this today is I
think this is where LinkedIn comes in so
much is it is a professional social
network and so people just like talking
about work there and so if you're Danny
dveo who was on the show and you want to
talk about doing video for LinkedIn you
got a whole bunch of people who might be
kind of prospective clients and just
want to chat with you about doing this
and and I think regardless of who you
are you probably can go have a bunch of
conversations with folks about what's
going on in your
industry by starting on a place like
LinkedIn where people are just apt to
engage in a professional conversation so
like if you're saying Craig I hear you
man I know I need to talk to a bunch of
people in my market how do I do this I
social media is what I would say right
or you know Reddit and YouTube are um
flavors of social media um I got to come
up with a good term maybe I call them
like social plat or content platforms
right they're content platforms they
have an aspect of virality they have an
aspect of social media but they also
kind of are longer form uh pieces of
content uh and not just like 280
characters so um so call them content
platforms um
but but but that's where I would go to
to find these right you can talk to your
existing customers and and you probably
can and should talk to your existing
customers and you want to Branch out
from there to say like hey ultimately we
want to get more of them so so how can
we do that and the answer probably is
like talk to Partners in your space talk
to prospective customers talk to
agencies talk to you know any anyone
that you can kind of just work with and
and I think if you're intentional about
doing this and really get out into to
the market and insert yourself into the
conversation a lot more intentionally
you'll see you'll see the benefit
because like the passive marketing stuff
by
itself like we're and we're kind of
proed this like that's what we relied on
for so long it's like it's not enough
right and so I'm kind of saying I
got to I got to go back out into the
market and and do this but it's how I'm
thinking about it and it's how I see
some of the best brands that I know of
like doing this is they're not just
sitting back and expecting Google to
serve them up a bunch of customers
anymore
they know they got to go out and go to
the conference and get on the webinar
and do the partnership and all this kind
of stuff so um as I as I kind of tie
together several of these things that
we're seeing here through the podcast
right the concept of active and passive
marketing this kind of one person
founder-led wrecking ball of content
marketing um where you know you're
really starting with video and YouTube
podcast blog post newsletter social
Clips Reddit post all this right being
active on platforms like YouTube and
Reddit because they are the future I
think um and using AI to do all that for
sure uh but then also on the active side
we like really get out there into the
market and chat with folks um I think
one cool thing we're seeing right with
the AI wave
is people want to talk to people and
they want to know for sure that like
it's a person and so getting on a zoom
with with some someone just to kind of
catch up and chat and see kind of what
you can do to help them is not as
overrated as maybe it used to be and I
think this is a place where we'll see a
Resurgence you know a lot of people are
saying like inperson events are going to
be the next big thing uh from like a a
marketing and growth and and kind of
business perspective and I don't
disagree but but I think the reason that
folks think that and the reason that it
may be true is
because so much of what we're kind of
seeing is is machine generated and uh
ungenuine and so I think like being
personable and being unique and being
out there uh and visible in your space
is going to give you a leg up over
especially the brands who can't do that
uh so us as small businesses have an
advantage in this
way so um I I just wanted to run through
kind of how I'm thinking about marketing
and thinking about growth uh you know
balancing that active and passive how
we're organizing content marketing um
and how we're trying to be really
efficient with my time because I just
can't spend hours and hours and hours a
week but I am and I do want to be very
involved and so that that's kind of part
of it and the other part is like hey how
can I how can I chat with folks in our
space customers prospective customers
Partners um to to kind of see what we
can do together and I think that's
probably the missing piece that a lot of
uh a lot of folks who historically have
relied on content marketing and SEO and
the inbound umbrella um are are missing
out on and and so so I just encourage
you to explore that a little bit as well
so um that is the update for me uh in
this post LinkedIn Series so I hope I
really hope you enjoyed the LinkedIn
series I thought it was great uh I think
social in general and Linkedin as a
platform are really great opportunities
for almost all of us and um and so I
just hope that that was helpful in you
leveling up your game there as always if
you have any questions comments uh and
just want to chat about things or want
to hear me chat about things shoot them
message podcast Rog startups you can hit
me up on Twitter I am the Craig hwit um
and on LinkedIn just search for Craig
hwit and you will see me there and uh
thanks so much for listening and we'll
see you next time
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