Return-Path: Delivered-To: andrew@sterlingcal.com Received: from reseller401.webserversystems.com by reseller401.webserversystems.com with LMTP id EAJcCjems2de7wcAchKAPA (envelope-from ) for ; Mon, 17 Feb 2025 15:12:23 -0600 Return-path: Envelope-to: andrew@sterlingcal.com Delivery-date: Mon, 17 Feb 2025 15:12:23 -0600 Received: from o11.ptr8898.mail.beehiiv.com ([159.183.141.16]:4348) by reseller401.webserversystems.com with esmtps (TLS1.2) tls TLS_ECDHE_RSA_WITH_AES_128_GCM_SHA256 (Exim 4.96.2) (envelope-from ) id 1tk8Pd-002TLl-2H for andrew@sterlingcal.com; Mon, 17 Feb 2025 15:12:23 -0600 DKIM-Signature: v=1; a=rsa-sha256; c=relaxed/relaxed; d=mail.beehiiv.com; h=content-type:from:mime-version:subject:reply-to:list-unsubscribe: list-unsubscribe-post:to:cc:content-type:from:subject:to; s=s1; bh=3XnklqK7New6f3KoUzIU2wsHwsex6QqaPe77uhm2/2U=; b=dgqXeGpSN74l6uK50kiNNhldamZbjjz8+UXqPkUApRqAwibyiL9SyCZ3tU7KomxjYoQg 4tcB9HYUiUefP0ICGC8qCcN3GcFUpXyc4QNfbyPWLt6JfkjD9tQq9TiW5omTTfIy2jvSxT 9fc1zN6pr+EdDy8+udaqs/zA3aBPHG3SG5HOiCKRwIKUIYuIyD+/ybBQ/CNG7aiUKObMnl YrqlPI2EWHKYeiW3Jfl+dJV4Iq2dDb866G3AKMPgPczcExh2aBFv0aYWbCnQUQ2ftwvJZt dKQ7EdgTZdbNME1cyTQ2b75MRhsZKlgznDclhkq2lv5HfDSL0v4oOQuBGdTxozZA== Received: by recvd-7c5d7557bb-v6n2t with SMTP id recvd-7c5d7557bb-v6n2t-1-67B3A61F-55 2025-02-17 21:11:59.927983861 +0000 UTC m=+2329921.630868346 Received: from MzczMzExMjU (unknown) by geopod-ismtpd-20 (SG) with HTTP id hKxWVESkRqmxaj5sB978BQ Mon, 17 Feb 2025 21:11:59.875 +0000 (UTC) Content-Type: multipart/alternative; boundary=b0683c32471fd822ff057c093d8911961608e0e4b9733fd3b61550bf70e8 Date: Mon, 17 Feb 2025 21:12:10 +0000 (UTC) From: Ryan Allis Mime-Version: 1.0 Message-ID: Subject: Creating a B2B Content Machine Reply-To: Ryan Allis Feedback-ID: =?us-ascii?Q?3f7f7c7d-3147-4253-933e-39a72eed8e09=3Anewsletter=3A8a46fb20-5b78-?= =?us-ascii?Q?45e0-ae38-2525b17867ca=3Acfa52acda08d1fe?= List-Unsubscribe: =?us-ascii?Q?=3Cmailto=3A8a46fb20-5b78-45e0-ae38-2525b17867ca+1d17dc26-c1df-44e?= =?us-ascii?Q?0-812a-883b6ad5b6bc+3f7f7c7d-3147-4253-?= =?us-ascii?Q?933e-39a72eed8e09=40unsub=2Ebeehiiv=2Ecom=3E=2C?= =?us-ascii?Q?_=3Chttps=3A=2F=2Fsaasrise=2Ebeehiiv=2Ecom=2Funsubscribe=2FeyJ0eXAiOiJKV1QiLCJh?= =?us-ascii?Q?bGciOiJIUzI1NiJ9=2EeyJzdWJzY3JpYmVyX2lkIj?= =?us-ascii?Q?oiMWQxN2RjMjYtYzFkZi00NGUwLTgxMmEtODgzY?= =?us-ascii?Q?jZhZDViNmJjIiwicG9zdF9pZCI6IjNmN2Y3Yzdk?= =?us-ascii?Q?LTMxNDctNDI1My05MzNlLTM5YTcyZWVkOGUwOSI?= =?us-ascii?Q?sImxhc3RfcmVzb3VyY2VfZ3VpZCI6IlBvc3Q6M2?= =?us-ascii?Q?Y3ZjdjN2QtMzE0Ny00MjUzLTkzM2UtMzlhNzJlZ?= =?us-ascii?Q?WQ4ZTA5In0=2EQRIA0NB0GJ-ucMrc4l5HtmMCII8r?= =?us-ascii?Q?xW0TgXaGFh2LXXM=3E?= List-Unsubscribe-Post: List-Unsubscribe=One-Click sId: 8a46fb20-5b78-45e0-ae38-2525b17867ca x-beehiiv-ids: =?us-ascii?Q?{=22account=5Fname=22=3A=22https=3A=2F=2Fsaasrise=2Ebeehiiv=2Ecom=2F=22=2C=22campaign=5Fid=22=3A?= =?us-ascii?Q?=223f7f7c7d-3147-4253-933e-39a72eed8e09=22=2C?= =?us-ascii?Q?=22category=22=3A=22newsletter=22=2C=22email=5Fgenerate?= =?us-ascii?Q?d=5Fat=22=3A1739826719=2C=22user=5Fid=22=3A=228a46fb20-5b?= =?us-ascii?Q?78-45e0-ae38-2525b17867ca=22}?= x-beehiiv-type: newsletter x-list-id: 8a46fb20-5b78-45e0-ae38-2525b17867ca x-list-owner: x-newsletter: https://saasrise.beehiiv.com/p/building-a-b2b-content-machine x-newsletter-id: https://saasrise.beehiiv.com/ x-newsletter-signup: https://saasrise.beehiiv.com/subscribe X-SG-EID: =?us-ascii?Q?u001=2Esr+Zi4HchtZiAIrGLItAkqAJLamgo33aet=2FuqlkyaJPf=2Fx4cfuqMKIwYl?= =?us-ascii?Q?dAofkCR68C2a3749fFAiIGPJkwLFalnmFHxPUaD?= =?us-ascii?Q?jn2sl9Sx4DtrrjaBYSc7N6t9E5y=2FNEAaqLQQWwE?= =?us-ascii?Q?SzKqEBm1dLo8rm8VuHP3oF7HGGCqfH1O4Tz7ZGQ?= =?us-ascii?Q?JElrRbnasNn+oc6a8W8FEVb1occQ6ZPshaE=2FRq8?= =?us-ascii?Q?jAy7eKowYmhUYnH5gScWAKgFUIksoKEVu4LcbX9?= =?us-ascii?Q?y=2FJR?= X-SG-ID: =?us-ascii?Q?u001=2ESdBcvi+Evd=2FbQef8eZF3BpTL9BgbK5wfSJMJGMsmprAVgeiC8iaV7rEmQ?= =?us-ascii?Q?+cYi2k73nkHr+UQ+QM+duCKbmB00NyChDNyWuoA?= =?us-ascii?Q?h5VhIexyHFicAvHcNva111wVmgEQeXbhNtN0UBU?= =?us-ascii?Q?tKdRvgZuRB8L1IqMpNrlulmZzcW8Gz5SfSvdLcQ?= =?us-ascii?Q?jBx33Uy8rcu9nc2dUdCpEpVnJNZSTBs8DRMH99W?= =?us-ascii?Q?kPIEJu6DBEsZC2Kr=2FBp86WMPuTDYA8+9NzoJFUg?= =?us-ascii?Q?0=2FnKLThstthwnQ4lwC2KI0kvZg=3D=3D?= To: "andrew@sterlingcal.com" X-Entity-ID: u001.sWV69YT6CipfOgvvxr5vQg== X-Spam-Status: No, score=-2.3 X-Spam-Score: -22 X-Spam-Bar: -- X-Spam-Flag: NO --b0683c32471fd822ff057c093d8911961608e0e4b9733fd3b61550bf70e8 Content-Transfer-Encoding: quoted-printable Content-Type: text/plain; charset=utf-8 Mime-Version: 1.0 Hi Andrew =E2=80=94 This article might just change the entire course of your 2025 B2B marketing= strategy. You see, we like to create and then give away REALLY helpful content every = week.=C2=A0 It=E2=80=99s our entire marketing strategy. And it=E2=80=99s working, reall= y well. We=E2=80=99ve grown [SaasRise](https://saasrise.com/) from $0 to $4M ARR in= just 18 months using this exact strategy. We just passed 500 members today= of the community =E2=80=94 so we=E2=80=99re giving away the guide to how w= e=E2=80=99re doing it (below). The whole key is to not do passive-marketing, but proactive marketing to yo= ur target audience. In this free in-depth guide, I=E2=80=99ll be sharing with you exactly how w= e are doing it.=20 All right let=E2=80=99s jump into the full guide BELOW on how to set this u= p so that you can supercharge your brand awareness and qualified leads pipe= line=E2=80=A6 Apply to Join SaasRise Here (https://www.saasrise.com) See the Slides on Creating a Content Machine (https://docs.google.com/prese= ntation/d/1Sjnuyp2nnMx6ILIvwYUHhwfvwEbblWtOXLCUBnIWj14/edit#slide=3Did.g331= 2498c0ab_0_0) =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 Now, let=E2=80=99s jump right in to the free guide! Read it below in the em= ail or open it [as a Google Doc here.](https://docs.google.com/document/d/1= 99pfv7BAVv1I6K7z5QSuPRyprtXuwBHLrXpwpF4xPHM/edit?tab=3Dt.0) The [slides are= available here](http://See the slides). View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXfRKVRy2TfuZSW= G1QTHEHwzKoSP6kl7mqBSJWUpqfyYURQnfoYB-tLPQHyhAYdZiA8jq--XoFzk8ZfjGoKTb8NlIw= n_WCenrHsfTvCZa2kTuxjnov1s_z1bC5aWxnyqqEUPTWVr?key=3Dgt2arufheQjO5rTQKG8rIK= S1) Follow image link: (https://docs.google.com/presentation/d/1Sjnuyp2nnMx6ILI= vwYUHhwfvwEbblWtOXLCUBnIWj14/edit) Caption:=20 ## **Creating a B2B Content Marketing Machine** **By Ryan Allis, CEO of SaasRise** =E2=80=9C**About the Author: ** Ryan Allis is the CEO and co-founder of [SaasRise](https://saasrise.com/), = the community for SaaS CEOs & founders. Ryan founded and grew iContact as C= EO to $50M ARR, sold it for $169M, and earned his MBA from Harvard Business= School. Today, Ryan coaches SaaS CEOs in rapidly scaling up revenue, build= ing their teams, and preparing for and executing on $100M+ exits.=E2=80=9C = =E2=80=94=20 This article details the modern approach to B2B content marketing that has = allowed SaasRise to grow from $0 to $4M ARR in 18 months.=20 It explains how traditional SEO-driven inbound marketing is dying due to th= e rise of AI-generated answers and shifts in search behavior. Instead of re= lying on old inbound tactics, at SaasRise we use a multi-channel content di= stribution strategy that uses **ABM list building + outbound + ads + weekly= newsletters + LinkedIn thought leadership ads**. Have your marketing team copy this model for your own company.=20 In our experience it works for any B2B firm with a clear target market. Here=E2=80=99s exactly what we did=E2=80=A6 1. First, we first built a **comprehensive ABM lead list** of our target au= dience of all 500,000 SaaS CEOs and founders in the world (using tools like= [Clay](https://docs.google.com/document/d/19sFDTQy2w-BwCmyUC5WErr-JnwuOmnm= 3a_Dj-7Dvvo8/edit?tab=3Dt.0), [Apollo](https://apollo.partnerlinks.io/kh651= ul7c3pw), [Instantly](https://instantly.ai/?via=3Dsaasrise), and [ListKit](= https://get.seamless.ai/5w9ycfl3hwz1)).=20 2. Then, we built a **B2B content machine**=E2=80=94a system that generates= super high-quality content that is actually helpful and worth reading (lik= e this), distributes it weekly to this audience across multiple channels, a= nd ensures our target market sees our brand repeatedly (via AI-personalized= outbound outreach on Instantly, our weekly email newsletter on BeeHiiv, th= ought leadership ads on LinkedIn distributed to a matched audience, and ret= argeting ads on Meta, Google, LinkedIn, and Adroll). The result? 2.5 million content impressions per month within our niche, mak= ing our brand appear omnipresent within our ICP. These content impressions = directly lead to 300 new applications to join [our community](https://saasr= ise.com/) per month, which turns into 40 new paying members per month. ## How Many Content Impressions Are You Getting Today View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma= t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/758a9e02-abef-4= c76-94d4-a901fabe777d/Screenshot_2025-02-17_at_3.07.54_PM.png?t=3D173982647= 7) Follow image link: (https://docs.google.com/presentation/d/1Sjnuyp2nnMx6ILI= vwYUHhwfvwEbblWtOXLCUBnIWj14/edit#slide=3Did.g3312498c0ab_0_117) Caption: See the slides So, how exactly do we get 2.5 million impressions per month of our super hi= gh-quality content within our tight niche of just SaaS CEOs and Founders? Here=E2=80=99s our actual KPI tracker for our content machine results. You = can [copy it / steal it / use it for your company](https://docs.google.com/= spreadsheets/d/1R-JTsPbK7JrjH_hqJe-yrvaZoEdmNMmYKqaGwZKiLPY/copy?gid=3D5417= 52308#gid=3D541752308)! View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXdKvYN1TSzTgo3= CFtj9To2p5DJPiDYegt23Dfzz69BVivV_xilUOEjEnXSOfuK1IINPft_CMzcch2CtBrsfkuZP-I= X9wEQ4NLN6uUmS3sGFOkDsC-qlCqA9LeQRTNJeddLWKwqkig?key=3Dgt2arufheQjO5rTQKG8r= IKS1) Caption: Our actual KPI tracker for our B2B content machine results. You ca= n [copy it here](https://docs.google.com/spreadsheets/d/1R-JTsPbK7JrjH_hqJe= -yrvaZoEdmNMmYKqaGwZKiLPY/copy?gid=3D541752308#gid=3D541752308). Now that we=E2=80=99ve got the basics down, let=E2=80=99s keep going into m= ore and more granular detail. ## Four Steps to B2B Content Marketing Success B2B content marketing success in 2025 all comes down to doing four steps ri= ght=E2=80=A6 1. **Start By Generating Your ABM Lead List **- Consider this your audience= , the people who are likely to have the problem your product/service solves= . Find them by observing trends in current customers based on industry, job= title, location, employee count, or even the keywords they have in their L= inkedIn headline or summary. You can build this on [Clay](https://docs.goog= le.com/document/d/19sFDTQy2w-BwCmyUC5WErr-JnwuOmnm3a_Dj-7Dvvo8/edit?tab=3Dt= .0), [Apollo](https://apollo.partnerlinks.io/kh651ul7c3pw), [Instantly](htt= ps://instantly.ai/?via=3Dsaasrise), and [ListKit](https://get.seamless.ai/5= w9ycfl3hwz1).=C2=A0 1. Once you know who you want to market to, send them outbound prospectin= g emails using Instantly, outbound LinkedIn reachouts via HeyReach, and sta= rt showing matched audience ads to them using Meta, LinkedIn, Google, and A= droll. Don=E2=80=99t passively wait for inbound marketing results. This is = B2B. Get proactive and in front of your target market!=C2=A0 2. The old Hubspot model of =E2=80=9CInbound=E2=80=9D through lots of medio= cre-SEO focused content is dying as SEO dies out and is replaced by AI answ= ers at the top of Google and people shifting to ChatGPT and Perplexity for = AI-driven results.=C2=A0 3. While Inbound SEO worked EXTREMELY well from 2002-2023 to generate B2B l= eads, it=E2=80=99s now dying out as AI takes over. Welcome to 2025. Time to= adjust your B2B marketing methods. Don=E2=80=99t believe me that Inbound S= EO is dying? Just take a look at the below screenshot of Hubspot=E2=80=99s = organic search traffic over the last six months. Hubspot Organic Traffic ha= s declined 65% in the last 6 months as people move away from search engines= toward AI summaries.=C2=A0 View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXdbj03G_BtyslZ= QgE3Bodi1QBfHilnSg8f6LhB31IbNiYnM7b8VirBw-9jn4bmmGYgSOFTk5QAbMgqr0be45fspAM= _YgunMeX6TTr95JPQeEBvDeaGm4TTBL3Hyf-0qZ1953mRk?key=3Dgt2arufheQjO5rTQKG8rIK= S1) Caption: Source: [SEMRush](https://www.semrush.com/analytics/organic/change= s/?sortField=3Dtraffic&db=3Dus&q=3Dhubspot.com&searchType=3Ddomain) View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXdRtnY66G8oNbW= LyEccQ9AEFE2sLXai6JMf7MG0aZ1BkGe6Xt8-I5fZ5LvMT4rVmXcbmGe6wZDLxGd78ZBLqDlNwP= ZyKGhv3HM3m7Mp7SGbqC-lDJZEIe_PgX42UYbWOgjW7aNPkg?key=3Dgt2arufheQjO5rTQKG8r= IKS1) Caption: Sadly, passive inbound marketing relying on SEO articles is a dyin= g strategy. It=E2=80=99s time for a new B2B content strategy focused on ABM= lead list building and multi-channel distribution. 2. **Create One Piece of Great New Content Per Week** - I produce one flags= hip piece of high-quality content every Monday (like this article) 1. Remember, it=E2=80=99s great content that turns strangers at the top o= f your ABM lead funnel into leads, prospects, customers, and ultimately eva= ngelizers.=20 2. BTW=E2=80=A6 this very in-depth article was produced in just 2 hours, fe= eding an AI-generated transcript of a presentation I did on this topic last= Thursday into ChatGPT and then taking two hours to add images and manually= edit it into something GREAT! (if you want to lead your niche, there=E2=80= =99s no use sending out stuff that isn=E2=80=99t world class) View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXfzE_GwZ11bVp-= x88TI6PBKM_5wX58bt_M3eUW8HNKnVIyw9EJcwZH7u9gC0tq5nszH9g9EnpG0bzQP8B3YsmzT1T= JmrMVakmaox9mTWodtDfG-SH4zgxtYqWzQOV8NzTPAg9jakg?key=3Dgt2arufheQjO5rTQKG8r= IKS1) Follow image link: (https://docs.google.com/presentation/d/1Sjnuyp2nnMx6ILI= vwYUHhwfvwEbblWtOXLCUBnIWj14/edit) Caption: See the slides 3. **Distribute Across Multiple Channels** - My team of two (Head of Growth= and Head of Sales) distributes and re-purpose that content I create across= multiple channels (newsletter, blog, LinkedIn, ads) to our target audience= of SaaS CEOs and Founders. 1. Using thought leadership ads (aka boosted organic posts) on LinkedIn (= way cheaper than regular LinkedIn ads) 2. Using matched audience ads on Meta, LinkedIn, and Google 4. **Tracked Content Impressions Monthly **- I track how many content impre= ssions we=E2=80=99re getting within our by adding up: 1. Email Opens (Warm BeeHiiv Emails + Cold Instantly Emails) 2. Ad impressions (Meta, LinkedIn, Google, Adroll, Bing) 3. LinkedIn organic post impressions with our target market (Thought Leader= ship Ads to a Matched Audience from our ABM Lead List) 4. Video views (Wistia + YouTube) 5. Website views=C2=A0 By executing this playbook, we=E2=80=99re now generating **2.5M+ impression= s per month** and are adding **40+ new SaasRise members per month**. Total effort? 5 hours per week (3 hours from me to write content plus 2 hou= rs from our team to distribute it on multiple channels). Want to go one layer deeper and learn how we do this? Let=E2=80=99s go=E2= =80=A6 Here=E2=80=99s exactly how you can do the same inside your company=E2=80=A6= . Let=E2=80=99s break it down=E2=80=A6 ## **The Details If You=E2=80=99re Actually Going to Do This** View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXeSs5vw3XuaAe_= tInBeWMxiUyDvM5jBX1FNN9PqjxVMuhNX772vq-3DaUWwjNwUf9Kcnc-Ce2UoPsw1Eg4WOUUSXs= mDx_tMO-SEzgnIOq34az01a08gIc6qa5kT-l4eG4Uxg0j9Iw?key=3Dgt2arufheQjO5rTQKG8r= IKS1) Follow image link: (https://docs.google.com/presentation/d/1Sjnuyp2nnMx6ILI= vwYUHhwfvwEbblWtOXLCUBnIWj14/edithttps://docs.google.com/presentation/d/1Sj= nuyp2nnMx6ILIvwYUHhwfvwEbblWtOXLCUBnIWj14/edit) Caption: See the slides =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ## **Step 1: Commit to 3 Hours Per Week of Content Creation** The foundation of a great content machine is **creating one high-value cont= ent piece every week**. This doesn=E2=80=99t mean churning out generic, low= -effort blog posts (does this post seem low-effort). It means producing **i= nsightful, actionable, and data-driven** content that your audience actuall= y wants to consume. Create content that is so good your audience can=E2=80=99t turn their eyes = away from it.=C2=A0 I call this Content Porn (cheeky but memorable). Thankfully I=E2=80=99m my = own boss so I didn=E2=80=99t have to get that title approved by corporate. View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXedcaLlL8ZaykA= A7wtqC9a7-WL66Knz73v-3JAqyMd9smE9-ek73vyae1AdC1XLE8WJ9-BsKbJSwet4dxLyQJ9C82= FOLVU5N2sJg38kwUMQzYl3OZXNJJcvKKIrmIod0zEy-HpI5g?key=3Dgt2arufheQjO5rTQKG8r= IKS1) Caption: See the slides ### **How to Consistently Generate High-Value Content** * Focus on **pain points** and **common challenges** your customers face * Use customer feedback and sales conversations for ideas * Look at top-performing competitor content for inspiration * Use AI tools like **ChatGPT** or **Pressmaster AI** to interview you to g= et great content out of your head and into writing or video * Feed transcripts of interviews with your CEO/Founders or your marketing w= ebinars into ChatGPT to turn them into articles ready for any format/length ### **Content Formats That Work Well** * **Deep-dive guides** (like this one) * **Case studies** showcasing real-world results * **Webinars and video breakdowns** * **Podcast-style discussions** with industry experts * **Data reports and industry benchmarks **- everyone loves to compare thei= r firm * **Short Video Snippets ****15-60 seconds that can used as ads** Once the content is created, **it=E2=80=99s time to distribute it**=E2=80= =94and this is where most companies fail. They post one piece of content pe= r month to a small 5,000 person newsletter, put it up on their blog, and ca= ll it a day. If a reindeer pooped in a forest, would anyone know? (Probably my favorite = line in this whole how-to guide).=C2=A0 In B2B, you can=E2=80=99t just BE a purple cow, you have to also distribute= your purple milk to your purple people. View image: (https://lh7-rt.googleusercontent.com/docsz/AD_4nXc1UOLq4GO3ypp= _V1fSO3ufuCA85_BrPjPvtwIkZBE0SsZrjzAzBjlc4__eNmZsou8vJLy7f2cDXLhTItwOPCPoDF= 38DgUvkSpwsmdoeRgaZCJS6kTcp1vu5CYlG6nGioL06czxxA?key=3Dgt2arufheQjO5rTQKG8r= IKS1) Caption: Thanks to ChatGPT=E2=80=99s Dall-E for an epic image, who says mar= keting can=E2=80=99t be fun! Any Seth Godin readers out there? If not: * Purple Cow =3D A Brand That Truly Stands Out in the Marketplace * Purple Milk =3D Content That Stands Out in the Marketplace * Purple People =3D Your Target Audience of Potential Buyers The key point: STAND OUT with GREAT content. =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ## **Step 2: Master the Art of Content Distribution** Creating great content is just the beginning. The **real power** of a conte= nt machine is in how well you distribute it. We use a **multi-channel appro= ach** to maximize reach. ### **How We Distribute Each Content Piece** * **Newsletter:** Sent to our 340K+ subscribers every Monday * **LinkedIn Posts:** 2-3 posts per week repurposed from the article * **Retargeting Ads:** We turn blog content screenshots into retargeting ad= creatives * **Webinars:** We turn content into live and recorded webinars, then distr= ibute the videos * **PDF Lead Magnets:** Some articles become downloadable reports * **YouTube & Podcasts:** If video-based, we push content to YouTube and Wi= stia Each of these channels amplifies our content=E2=80=99s reach, ensuring that= **the right people see our content multiple times**. ### **Using Paid Ads to Boost Content Reach** David our head of growth is a paid ads expert. He runs **LinkedIn, Meta, Google Display, and Adroll** to distribute our co= ntent even further. Here=E2=80=99s how: * **Retargeting Ads**: Target visitors who engaged with past content * **Lookalike Ads**: Target people similar to our best customers * **Matched Audience Ads**: Serve content to the people on our ABM Lead Lis= ts Our **ad budget is optimized for engagement**, ensuring every dollar is spe= nt on maximizing our content=E2=80=99s impact =E2=80=93 but only showing ad= s to people within our ICP. =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ## **Step 3: Track & Optimize Content Performance** What gets measured gets improved. We track five key metrics to refine our s= trategy: 1. **Total Ad Impressions** (How many people saw our content via ads?) 2. **Total Email Opens** (How many engaged with newsletters?) 3. **LinkedIn Post Impressions** (How far did our organic posts reach?) 4. **Website Visits** (How much traffic came from our content?) 5. **Video Watch Time** (How long are people consuming our videos? Here=E2=80=99s our tracking template that I mentioned earlier. You can [cop= y it / steal it / use it for your company](https://docs.google.com/spreadsh= eets/d/1R-JTsPbK7JrjH_hqJe-yrvaZoEdmNMmYKqaGwZKiLPY/copy?gid=3D541752308#gi= d=3D541752308)! ### **Key Takeaways from Our Data-Driven Approach** * You aren=E2=80=99t going to build Rome in one week. Give it time. It took= us five months to go from 0 to 1 million content impressions once we [star= ted tracking](https://docs.google.com/spreadsheets/u/1/d/1R-JTsPbK7JrjH_hqJ= e-yrvaZoEdmNMmYKqaGwZKiLPY/copy?gid=3D541752308#gid=3D541752308). Now we=E2= =80=99re at 2.5 million content impressions per month. * More frequent quality emails (2x per week vs. 1x) increased our new custo= mers from 25 to 40 per month with only 2-3 hours more work. * Boosting organic LinkedIn posts for $35/day dramatically increased our re= ach. Create a =E2=80=9CB2B creator network=E2=80=9D of affiliates who agree= to re-post your LinkedIn posts in their own words and then pay to boost th= eir posts =E2=80=93 giving them AND you more exposure. * Retargeting ads to past visitors delivered the **highest ROI** of any cha= nnel. Tracking these KPIs ensures we=E2=80=99re not just creating content **for t= he sake of it**, but actually driving revenue. =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ## **Step 4: Scale Your Content Machine with a Lean Team** Building a content machine doesn=E2=80=99t require a massive team. We opera= te with just **four key roles**: * **Content Creator (You or a Writer)** =E2=80=93 Writes long-form articles * **Growth Marketer (Ads & SEO Manager)** =E2=80=93 Handles distribution * **Sales Development Rep (SDR)** =E2=80=93 Engages warm leads * **Video & Design Lead** =E2=80=93 Edits videos and creates graphics If you=E2=80=99re bootstrapped, **hire a Virtual Assistant** for content re= purposing and distribution. You can get an 80 hour per week well trained EA/VA for just $699/month from= [Wing Assistant](https://wingassistant.com/) who can repurpose and distrib= ute your content for you, or if you want even better quality EAs go with [R= ooCruit](https://roocruit.com/) (quality + cost balance) or [Athena](https:= //www.athena.com/) (best quality and training). We have only 5 people in our entire company (at $4M ARR, quite efficient) * CEO (me, serves as content creator) * Head of Growth (David, the ads guy) * VP Member Success (Salman, also helps create some content) * Head of Sales (distributes content into multiple formats for me) * SDR (follows-up with warm leads) We don=E2=80=99t have any engineers as we use a private labeled community f= or our software platform ([Circle](https://circle.so/)) and combine that wi= th Slack + WhatsApp + Zoom. =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ## **Step 5: Use AI for Faster Content Editing & Reformatting** AI tools help us scale content production **without losing quality**: * **Pressmaster AI** =E2=80=93 Helps generate high-quality articles by inte= rviewing you about your article and then generating a first draft that you = can then edit (use HQ mode) * **ChatGPT for Content Repurposing** =E2=80=93 Converts articles and blog = posts into LinkedIn posts and any other desired format (use ChatGPT [DeepRe= search](https://www.sciencealert.com/chatgpts-deep-research-is-here-but-can= -it-really-replace-a-human-expert) for really complex topics) * **[Riverside.fm](https://Riverside.fm)** =E2=80=93 Generates high-quality= podcast and webinar clips * **BeeHiiv** =E2=80=93 Automates email marketing sequences and newsletters AI is a tool, not a replacement=E2=80=94use it wisely to **enhance your con= tent strategy**. Don=E2=80=99t start with an AI generated article as it wil= l just be regurgitated crap. Start with something created by a true expert = who understands your market and then use AI to reformat/repurpose/improve t= he content.=C2=A0 =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ## **Step 6: The Role of Video & Podcasts in Scaling Engagement** Video is an essential component of a modern content machine. Here=E2=80=99s= how we use it: * **Short-form clips**: We turn long-form content into **15-30 second ad vi= deo clips** for LinkedIn, Instagram, and Facebook using [Riverside.fm](http= s://Riverside.fm) Magic Clips * **Video Podcast Interviews**: You can host industry experts monthly to cr= eate compelling video content that can be distributed to your weekly newsle= tter * **Webinar repurposing**: We turn educational webinars into on-demand vide= o content We post our content to Wistia (good for linking within your newsletter) and= YouTube (good for extra distribution). We track **watch time and views** to improve video content every month.=C2= =A0 We=E2=80=99re just getting going with video =E2=80=93 though last month in = Jan 2025 we did have over 1300 hours of video watched in our Wista account = (not bad considering there are 730 hours in a month). =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ## **Final Takeaways: How to Build Your Content Machine in 120 Days** * **Build a massive list** using lead prospecting tools like Clay, Instantl= y, Apollo, and ListKit * **Send automated outbound sequences** via email and LinkedIn * **Create one flagship content piece per week** and distribute it everywhe= re * **Track key content performance metrics** and refine based on data * **Use AI tools** to edit and repurpose content production efficiently * **Invest in a monthly video podcast** to create great content easily. If you follow this playbook, you=E2=80=99ll build a **dominant content engi= ne** that generates **millions of impressions per month **and establishes y= our brand as an industry leader. I hope this guide helped! Let me know your thoughts, and I=E2=80=99ll see y= ou next time with another deep dive. **Ryan** P.S. - If you want the **full SaaS Growth Course**, it=E2=80=99s free insid= e the SaasRise community. [Apply to join here](http://www.saasrise.com/) an= d start your **two-week free trial today**. ## **Join Our Community of SaaS CEOs & Founders** Thanks for reading. We hope this SaaS M&A Report 2025 has been helpful to y= ou. Please take a moment to learn more about [SaasRise](https://saasrise.co= m/), our community for SaaS CEOs and Founders. We welcome all CEOs and Foun= ders with $1M-$100M in ARR to join us. We hold three masterminds each week = for our members and provide an in-depth library of SaaS growth, fundraising= , and exit resources. You can [apply here](https://www.saasrise.com/). View image: (https://lh7-us.googleusercontent.com/hfBs593YmI4BmWtDAy-IYLfUy= zxsIZtkXekvhMxE6scbeaw3ols42QrNCpn0QBmwa5wAjDC_JrJiDJVB9XomoREPGh1MbycbrrYC= wFLQIpZsQ8yVSDEFSo4kypr8or0iCFJBG9_umJx5QX6vufzCXSM) Caption: We=E2=80=99re now up to 490 members in SaasRise, representing over= $3B in ARR Apply to Join SaasRise Here (https://saasrise.com/) See you next week with more killer SaaS scaling content! =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ### **Join Our Community for SaaS CEOs at $1M+ in ARR** If you like this type of content, please apply to join [SaasRise](https://s= aasrise.com/) our community for SaaS CEOs with $1M-$100M in ARR here. It=E2= =80=99s a mastermind community of growth-focused SaaS CEOs. Membership is $= 197 per month =E2=80=93 but might just be the difference between your firm = making it across the chasm and getting to a successful nine figure outcome = from a PE firm or strategic acquirer.=20 =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 Thanks for reading! If you liked this article, join the SaasRise community = at [www.saasrise.com](http://www.saasrise.com) for even more helpful growth= content and weekly SaaS CEO masterminds.=20 ### _**About The Author**_ View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma= t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/95ce4977-1eff-4= 123-99fd-29b7974424a0/Ryan_Allis_Headshot_.jpg) Caption:=20 =E2=80=9C_Ryan Allis is the founder of _[SaasRise](https://www.saasrise.com= )_, the mastermind community for growth-focused SaaS CEOs with $1M-$100M in= ARR. He is a three time INC 500 CEO. He was previously CEO of iContact and= grew the firm as founder/CEO to 70,000 customers, 1 million users, 300 emp= loyees, $50M per year in sales, and an exit for $169M to Vocus (NASDAQ:VOCS= ). _ _Since the sale of iContact, Ryan has been the CEO coach to high-growth Saa= S firms including Instantly, Tatango, Seamless.ai, Pipeline, Datalyse, Gree= n Packet, Revenue Accelerator, Galleon, Clearstream, YouCanBookMe, Retreave= r, and EventMobi. Ryan has been part of the EO and Summit Series communitie= s._ _He holds an MBA from Harvard Business School, where he was Co-President of= the Social Enterprise Club and a member of the Harvard Graduate School Lea= dership Institute. He=E2=80=99s passionate about helping recurring revenue = software companies grow and exit._=E2=80=9C =E2=80=94=20 _We=E2=80=99ll see you next time with more great SaaS growth and scaling co= ntent!_ =E2=80=94=E2=80=94=E2=80=94 You are reading a plain text version of this post. For the best experience,= copy and paste this link in your browser to view the post online: https://saasrise.beehiiv.com/p/building-a-b2b-content-machine --b0683c32471fd822ff057c093d8911961608e0e4b9733fd3b61550bf70e8 Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset=utf-8 Mime-Version: 1.0 Creating a B2B Content Machine
This guide by Ryan Allis details the modern approach to B2B cont= ent marketing that has allowed SaasRise to grow from $0 to $4M ARR in 18 mo= nths. It explains how traditional SEO-driven inbound marketing is dying due= to the rise of AI-generated answers and shifts in search behavior. Instead= of relying on old passive inbound tactics, SaasRise uses a proactive multi= -channel content distribution strategy that combines ABM list building + ou= tbound + newsletters + ads.  ‌ ‌ ‌ &#= 8204; ‌ ‌ ‌ ‌ ‌ = ;‌ ‌ ‌ ‌ ‌ ‌&#= 160;‌ ‌ ‌ ‌ ‌ ‌= ; ‌ ‌ ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04; ‌ ‌ ‌ ‌ ‌ &= #8204; ‌ ‌ ‌ ‌ ‌= 0;‌ ‌ ‌ ‌ ‌ ‌&= #160;‌ ‌ ‌ ‌ ‌ ̴= 4; ‌ ‌ ‌ ‌ ‌ &#= 8204; ‌ ‌ ‌ ‌ ‌ = ;‌ ‌ ‌ ‌ ‌ ‌&#= 160;‌ ‌ ‌ ‌ ‌ ‌= ; ‌ ‌ ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04; ‌ ‌ ‌ ‌ ‌ &= #8204; ‌ ‌ ‌ ‌ ‌= 0;‌ ‌ ‌ ‌ ‌ ‌&= #160;‌ ‌ ‌ ‌ ‌ ̴= 4; ‌ ‌ ‌ ‌ ‌ &#= 8204; ‌ ‌ ‌ ‌ ‌ = ;‌ ‌ ‌ ‌ ‌ ‌&#= 160;‌ ‌ ‌ ‌ ‌ ‌= ; ‌ ‌ ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04;
=
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F= ebruary 17, 2025   |   Read Online

<= td align=3D"center" valign=3D"top">

Building a B2B Conte= nt Machine

This guide by Ryan Allis details the modern approach to B2= B content marketing that has allowed SaasRise to grow from $0 to $4M ARR in= 18 months. It explains how traditional SEO-driven inbound marketing is dyi= ng due to the rise of AI-generated answers and shifts in search behavior. I= nstead of relying on old passive inbound tactics, SaasRise uses a proactive= multi-channel content distribution strategy that combines ABM list buildin= g + outbound + newsletters + ads.

3D""

Hi Andrew =E2= =80=94

This article might just change the entire course of your 2025 B2= B marketing strategy.

You see, we like to create and then give away REALLY he= lpful content every week.=C2=A0

It=E2=80=99s our entire marketing strategy. A= nd it=E2=80=99s working, really well.

We=E2=80=99ve grown SaasRise from $= 0 to $4M ARR in just 18 months using this exact strategy. We just passed 50= 0 members today of the community =E2=80=94 so we=E2=80=99re giving away the= guide to how we=E2=80=99re doing it (below).

The whole key is to not do pa= ssive-marketing, but proactive marketing to your target audience.

In this fre= e in-depth guide, I=E2=80=99ll be sharing with you exactly how we are doing= it.

All right let=E2=80=99s jump into the full guide BELOW on how to set thi= s up so that you can supercharge your brand awareness and qualified leads p= ipeline=E2=80=A6

Apply to Join SaasRise Here
= See the Slides on Creating a Content Machine
 

Now, let=E2=80=99s jump right in to the free g= uide! Read it below in the email or open it as a G= oogle Doc here. The slides are availab= le here.

=
3D""

Creating a B2B Content Marketing Machine
By Ryan Allis, CEO of SaasRise

About t= he Author:
Ryan Allis is the CEO and co-founder of SaasRise, th= e community for SaaS CEOs & founders. Ryan founded and grew iContact as CEO= to $50M ARR, sold it for $169M, and earned his MBA from Harvard Business S= chool. Today, Ryan coaches SaaS CEOs in rapidly scaling up revenue, buildin= g their teams, and preparing for and executing on $100M+ exits.

This article details the modern approach to B2B con= tent marketing that has allowed SaasRise to grow from $0 to $4M ARR in 18 m= onths.

It explains how traditional SEO-driven inbound marketing is dying due = to the rise of AI-generated answers and shifts in search behavior. Instead = of relying on old inbound tactics, at SaasRise we use a multi-channel conte= nt distribution strategy that uses ABM list building + outbound + ads + = weekly newsletters + LinkedIn thought leadership ads.

Have your marketing= team copy this model for your own company.

In our experience it works for an= y B2B firm with a clear target market.

Here=E2=80=99s exactly what we did=E2= =80=A6

  1. First, we first built a comprehensive ABM lead list of o= ur target audience of all 500,000 SaaS CEOs and founders in the world (usin= g tools like Clay, Apollo, Instantly, a= nd ListKit).

  2. Then, we built a B2B content machine=E2=80=94a system = that generates super high-quality content that is actually helpful and wort= h reading (like this), distributes it weekly to this audience across multip= le channels, and ensures our target market sees our brand repeatedly (via A= I-personalized outbound outreach on Instantly, our weekly email newsletter = on BeeHiiv, thought leadership ads on LinkedIn distributed to a matched aud= ience, and retargeting ads on Meta, Google, LinkedIn, and Adroll).

The result? 2.5 million content impressions per month within our nich= e, making our brand appear omnipresent within our ICP. These content impres= sions directly lead to 300 new applications to join our community per= month, which turns into 40 new paying members per month.

How Many = Content Impressions Are You Getting Today

=3D""

See the slides

So, how exactly do we get 2.5 million impressions per month of our sup= er high-quality content within our tight niche of just SaaS CEOs and Founde= rs?

Here=E2=80=99s our actual KPI tracker for our content machine results. Yo= u can copy it / steal it /= use it for your company!

3D""

Our actual KPI tracker for our B2B con= tent machine results. You can copy it here.

Now that we=E2=80=99ve got the ba= sics down, let=E2=80=99s keep going into more and more granular detail.

Four Steps to B2B Content Marketing Success

B2B content marketing succes= s in 2025 all comes down to doing four steps right=E2=80=A6

  1. Start By Generating Your ABM Lead List - Consider this = your audience, the people who = are likely to have the problem your product/service solves. Find them by ob= serving trends in current customers based on industry, job title, location,= employee count, or even the keywords they have in their LinkedIn headline = or summary. You can build this on Clay= , Apollo, I= nstantly, and ListKit.=C2=A0

    1. Once you know who you want t= o market to, send them outbound prospecting emails using Instantly, outboun= d LinkedIn reachouts via HeyReach, and start showing matched audience ads t= o them using Meta, LinkedIn, Google, and Adroll. Don=E2=80=99t passively wa= it for inbound marketing results. This is B2B. Get proactive and in front o= f your target market!=C2=A0

    2. T= he old Hubspot model of =E2=80=9CInbound=E2=80=9D through lots of mediocre-= SEO focused content is dying as SEO dies out and is replaced by AI answers = at the top of Google and people shifting to ChatGPT and Perplexity for AI-d= riven results.=C2=A0

    3. While In= bound SEO worked EXTREMELY well from 2002-2023 to generate B2B leads, it=E2= =80=99s now dying out as AI takes over. Welcome to 2025. Time to adjust you= r B2B marketing methods. Don=E2=80=99t believe me that Inbound SEO is dying= ? Just take a look at the below screenshot of Hubspot=E2=80=99s organic sea= rch traffic over the last six months. Hubspot Organic Traffic has declined = 65% in the last 6 months as people move away from search engines toward AI = summaries.=C2=A0

3D""

Source: SEMRush

3D""

Sadly, passive i= nbound marketing relying on SEO articles is a dying strategy. It=E2=80=99s = time for a new B2B content strategy focused on ABM lead list building and m= ulti-channel distribution.

  • Create = One Piece of Great New Content Per Week - I produce one flagship= piece of high-quality content every Monday (like this article)

    1. Remember, it=E2=80=99s grea= t content that turns strangers at the top of your ABM lead funnel into lead= s, prospects, customers, and ultimately evangelizers.

    2. BTW=E2=80=A6 this very in-depth article was pr= oduced in just 2 hours, feeding an AI-generated transcript of a presentatio= n I did on this topic last Thursday into ChatGPT and then taking two hours = to add images and manually edit it into something GREAT! (if you want to le= ad your niche, there=E2=80=99s no use sending out stuff that isn=E2=80=99t = world class)

    • 3D""
    =

    See the slides

    1. Distribute A= cross Multiple Channels - My team of two (Head of Growth and Hea= d of Sales) distributes and re-purpose that content I create across multipl= e channels (newsletter, blog, LinkedIn, ads) to our target audience of SaaS= CEOs and Founders.

      1. = Using thought leadership ads (aka boosted organic posts) on LinkedIn (way = cheaper than regular LinkedIn ads)

      2. <= p style=3D"line-height:24px;padding:0px;text-align:left;word-break:break-wo= rd;"> Using matched audience ads on Meta, LinkedIn, and Google

        3. =

    2. Tracked C= ontent Impressions Monthly - I track how many content impression= s we=E2=80=99re getting within our by adding up:

      1. Email Opens (Warm BeeHiiv Emails + Cold Inst= antly Emails)

      2. Ad impressions = (Meta, LinkedIn, Google, Adroll, Bing)

      3. LinkedIn organic post impressions with our target market (Thought= Leadership Ads to a Matched Audience from our ABM Lead List)

      4. Video views (Wistia + YouTube)

        5. Website views=C2=A0

      3. <= /ol>

    By executing this playbook, we=E2=80=99re now generating 2.5M+ impressions per month and are adding 40+ new SaasRise members per month.

    Total effort? 5 hours per= week (3 hours from me to write content plus 2 hours from our team to distr= ibute it on multiple channels).

    Want to go one layer deeper and learn how we = do this? Let=E2=80=99s go=E2=80=A6

    Here=E2=80=99s exactly how you can do the = same inside your company=E2=80=A6. Let=E2=80=99s break it down=E2=80=A6

    The Details If You=E2=80=99re Actually Going to Do This

    3D""

    See the slide= s

     
    =

    = Step 1: Commit to 3 Hours Per Week of Content Creation<= /b>

    The foundation of a great content machine is c= reating one high-value content piece every week. This doesn=E2= =80=99t mean churning out generic, low-effort blog posts (does this post se= em low-effort). It means producing insightful, actionab= le, and data-driven content that your audience actually wants to= consume.

    Create content that is so good your audience can=E2=80=99t turn the= ir eyes away from it.=C2=A0

    I call this Content Porn (cheeky but memorable). = Thankfully I=E2=80=99m my own boss so I didn=E2=80=99t have to get that tit= le approved by corporate.

    See the slides

    How to Consistently Generate High-Value Content

    =

    • Focus on pain points and common challe= nges your customers face

    • =

      Use customer feedback and sales conversations for ideas

      • Look at top-performing competitor content= for inspiration

    • Use AI tools= like ChatGPT or Pressma= ster AI to interview you to get great content out of your head a= nd into writing or video

    • Feed= transcripts of interviews with your CEO/Founders or your marketing webinar= s into ChatGPT to turn them into articles ready for any format/length

      <= /li>

    Content Formats That Work Well=

    • Deep-dive guides (like this one)

    • Case studies showcas= ing real-world results

    • Webinars and video breakdowns

    • Podcast-style discussions with industry experts

    • Data reports and industry benchmarks - everyon= e loves to compare their firm

    • = Short Video Snippets 15-60 seconds that c= an used as ads

    Once the content is created, it=E2=80=99s time to distribute it=E2=80=94and this is = where most companies fail. They post one piece of content per month to a sm= all 5,000 person newsletter, put it up on their blog, and call it a day.

    If a= reindeer pooped in a forest, would anyone know? (Probably my favorite line= in this whole how-to guide).=C2=A0

    In B2B, you can=E2=80=99t just BE a purpl= e cow, you have to also distribute your purple milk to your purple people. =

    <= tr>
    3D""
    <= p>Thanks to ChatGPT=E2=80=99s Dall-E for an epic image, who says marketing = can=E2=80=99t be fun!

    Any Seth Godin readers out there? If n= ot:

    • Purple= Cow =3D A Brand That Truly Stands Out in the Marketplace

    • Purple Milk =3D Content That Stands Out in the= Marketplace

    • Purple People = =3D Your Target Audience of Potential Buyers

    =

    The key point: S= TAND OUT with GREAT content.

    <= td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;wo= rd-break:break-word;">

    We don=E2=80=99t have= any engineers as we use a private labeled community for our software platf= orm (C= ircle) and combine that with Slack + WhatsApp + Zoom.

    <= /tr>

    AI tools help us scale = content production without losing quality: <= /p>

    <= tr><= /tr><= tr>
     

    Step 2: Master the Art of Content Distribution

    Creating great content is just the beginning. The <= b>real power of a content machine is in how well you distribute = it. We use a multi-channel approach to maxim= ize reach.

    How We Distribute Each Content Piece=

    • Newsletter: Sent to our 340K+ subscribers e= very Monday

    • <= b>LinkedIn Posts: 2-3 posts per week repurposed from the article=

    • Retargeti= ng Ads: We turn blog content screenshots into retargeting ad cre= atives

    • Web= inars: We turn content into live and recorded webinars, then dis= tribute the videos

    • PDF Lead Magnets: Some articles become downloadable rep= orts

    • YouTu= be & Podcasts: If video-based, we push content to YouTube and Wi= stia

    Each of these channels amplifies our content=E2=80=99s r= each, ensuring that the right people see our content mu= ltiple times.

    Using Paid Ads to Boos= t Content Reach

    David our head of growth is a paid ads expert.

    He ru= ns LinkedIn, Meta, Google Display, and Adroll to distribute our content even further. Here=E2=80=99s how:

    • Reta= rgeting Ads: Target visitors who engaged with past content

      <= /li>

    • Lookalike Ads: Target people similar to our best customers

    • Matched Audience Ads: Serve content to the people on our ABM Lead Lists

    =

    Our ad budget is optimized for engagement, ensurin= g every dollar is spent on maximizing our content=E2=80=99s impact =E2=80= =93 but only showing ads to people within our ICP.

    &n= bsp;

    Step 3: Track & Optimize Con= tent Performance

    What gets measured gets improved. We track five k= ey metrics to refine our strategy:

    1. Total Ad Impress= ions (How many people saw our content via ads?)

    2. Total Email Opens (How many engaged with newsletters?)

    3. LinkedIn Post Impressions (How far= did our organic posts reach?)

    4. Website Visits (How much traffic came from = our content?)

    5. Video Watch Time (How long are people consuming our videos? =

    Here=E2=80=99s our tracking template that I mentioned earlier= . You can copy it / steal it= / use it for your company!

    <= h3 style=3D"color:#2A2A2A;font-weight:normal;">Key Take= aways from Our Data-Driven Approach

    • You aren=E2=80=99t going to build Rom= e in one week. Give it time. It took us five months to go from 0 to 1 milli= on content impressions once we started tracking. Now we=E2=80=99re at 2= .5 million content impressions per month.

    • More frequent quality emails (2x per week vs. 1x) increased= our new customers from 25 to 40 per month with only 2-3 hours more work.

    • Boosting organic LinkedIn p= osts for $35/day dramatically increased our reach. Create a =E2=80=9CB2B cr= eator network=E2=80=9D of affiliates who agree to re-post your LinkedIn pos= ts in their own words and then pay to boost their posts =E2=80=93 giving th= em AND you more exposure.

    • = Retargeting ads to past visitors delivered the highest = ROI of any channel.

    Tracking these KPIs ensures w= e=E2=80=99re not just creating content for the sake of = it, but actually driving revenue.

     =

    Step 4: Scale Your Content Machi= ne with a Lean Team

    Building a content machine doesn=E2=80=99t req= uire a massive team. We operate with just four key role= s:

    • Content Creator (You or a Writer) =E2=80= =93 Writes long-form articles

    • = Growth Marketer (Ads & SEO Manager) =E2=80= =93 Handles distribution

    • Sales Development Rep (SDR) =E2=80=93 Engages war= m leads

    • Vi= deo & Design Lead =E2=80=93 Edits videos and creates graphics

    If you=E2=80=99re bootstrapped, hire a Virt= ual Assistant for content repurposing and distribution.

    You can ge= t an 80 hour per week well trained EA/VA for just $699/month from Wing Assistant who can repurpose and distribute your cont= ent for you, or if you want even better quality EAs go with RooCruit = (quality + cost balance) or Athena (best quality = and training).

    We have only 5 people in our entire company (at $4M ARR, quite= efficient)

    • CEO (me, serves as content creator)

    • Head of Growth (David, the ads guy)

    • VP Member Success (Salman, also helps create some content) =

    • Head of Sales (distributes co= ntent into multiple formats for me)

    • =

      SDR (follows-up with warm leads)

     

    Step 5: Use AI= for Faster Content Editing & Reformatting

    • Pressmaster AI =E2=80=93 Helps generate high-quality ar= ticles by interviewing you about your article and then generating a first d= raft that you can then edit (use HQ mode)

    • ChatGPT for Content Repurposing = =E2=80=93 Converts articles and blog posts into LinkedIn posts and any othe= r desired format (use ChatGPT DeepResearch= for really complex topics)

    • Riverside.fm =E2=80=93 Generates high= -quality podcast and webinar clips

    • <= p style=3D"line-height:24px;padding:0px;text-align:left;word-break:break-wo= rd;">BeeHiiv =E2=80=93 Automates email marke= ting sequences and newsletters

    AI is a tool, not a replaceme= nt=E2=80=94use it wisely to enhance your content strate= gy. Don=E2=80=99t start with an AI generated article as it will = just be regurgitated crap. Start with something created by a true expert wh= o understands your market and then use AI to reformat/repurpose/improve the= content.=C2=A0

     

    Step 6: The Role of Video & Podcasts in Scaling Engagement<= /span>

    Video is an essential component of a modern content machine. Here=E2= =80=99s how we use it:

    • Short-form clips: We turn long-f= orm content into 15-30 second ad video clips= for LinkedIn, Instagram, and Facebook using Riverside.fm Magic Clips=

    • Video Pod= cast Interviews: You can host industry experts monthly to create= compelling video content that can be distributed to your weekly newsletter=

    • Webinar r= epurposing: We turn educational webinars into on-demand video co= ntent

    We post our content to Wistia (good for linking within = your newsletter) and YouTube (good for extra distribution).

    We track watch time and views to improve video content every = month.=C2=A0

    We=E2=80=99re just getting going with video =E2=80=93 though las= t month in Jan 2025 we did have over 1300 hours of video watched in our Wis= ta account (not bad considering there are 730 hours in a month).

     

    Final Takeaway= s: How to Build Your Content Machine in 120 Days

    • Build = a massive list using lead prospecting tools like Clay, Instantly= , Apollo, and ListKit

    • Send automated outbound sequences via email and Link= edIn

    • Creat= e one flagship content piece per week and distribute it everywhe= re

    • Track k= ey content performance metrics and refine based on data

    • Use AI tools to edit and repurpose content production efficiently

    • Invest in a monthly video = podcast to create great content easily.

    If you fol= low this playbook, you=E2=80=99ll build a dominant cont= ent engine that generates millions of impres= sions per month and establishes your brand as an industry leader= .

    = I hope this guide helped! Let me know your thoughts, and I=E2=80=99ll see y= ou next time with another deep dive.

    Ryan

    P.S. - I= f you want the full SaaS Growth Course, it= =E2=80=99s free inside the SaasRise community. Apply to join= here and start your two-week free trial tod= ay.

    Join Our Community of SaaS CEOs = & Founders

    Thanks for reading. We hope this SaaS M&A Report 2025 h= as been helpful to you. Please take a moment to learn more about SaasRise, our community for SaaS CEOs and Founders. We welcome all CEOs and Fo= unders with $1M-$100M in ARR to join us. We hold three masterminds each wee= k for our members and provide an in-depth library of SaaS growth, fundraisi= ng, and exit resources. You can apply here.

    <= /td>
    3D""

    We=E2=80=99re now up to 490 membe= rs in SaasRise, representing over $3B in ARR

    <= /table>
    Apply to Join SaasRise Here

    = See you next week with more killer SaaS scaling content!

    =
     

    Join Our Community fo= r SaaS CEOs at $1M+ in ARR

    If you like this type of content, pleas= e apply to join SaasRise our community for SaaS CEOs with $1M-$100M in= ARR here. It=E2=80=99s a mastermind community of growth-focused SaaS CEOs.= Membership is $197 per month =E2=80=93 but might just be the difference be= tween your firm making it across the chasm and getting to a successful nine= figure outcome from a PE firm or strategic acquirer.

    =  

    Thanks for reading! If you liked this article, join the= SaasRise community at www.saasrise.com for eve= n more helpful growth content and weekly SaaS CEO masterminds.

    = About The Author

    = 3D""

    Ryan Allis is the founder of SaasRise<= /a>, the mastermind community for growth-focused SaaS CEOs with $1M-$100= M in ARR. He is a three time INC 500 CEO. He was previously CEO of iContact= and grew the firm as founder/CEO to 70,000 customers, 1 million users, 300= employees, $50M per year in sales, and an exit for $169M to Vocus (NASDAQ:= VOCS).

    Since the sale o= f iContact, Ryan has been the CEO coach to high-growth SaaS firms including= Instantly, Tatango, Seamless.ai, Pipeline, Datalyse, Green Packet, Revenue= Accelerator, Galleon, Clearstream, YouCanBookMe, Retreaver, and EventMobi.= Ryan has been part of the EO and Summit Series communities.

    He holds an MBA from Harvard Business = School, where he was Co-President of the Social Enterprise Club and a membe= r of the Harvard Graduate School Leadership Institute. He=E2=80=99s passion= ate about helping recurring revenue software companies grow and exit.

    We=E2=80=99ll see you next time with mor= e great SaaS growth and scaling content!

     

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