PLG & Growth·Farzad Rashidi, Respona

Content Marketing for SaaS: How to Scale Your Content Promotion

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Farzad Rashidi is the co-founder of Respona, an all-in-one link-building outreach software that helps businesses increase their organic traffic from Google.

In 2018, Farzad was leading the marketing team at Visme and trying to figure out how to grow their organic search traffic.

The team spent a ton of time and effort creating content but after many months they had hardly moved the needle on their SEO and organic search traffic.

Eventually, they realized that they were spending nearly all their time creating content and almost zero time promoting that content.

So that's when they made a major shift. They allocated just 20% of their marketing resources to content creation and 80% of their effort went into content promotion.

They also knew that getting links from authoritative websites was key to building organic traffic, but it was a slow and tedious process. So they built an internal tool to make their lives easier.

That SEO and content strategy has paid off for Visme, which currently gets almost 3 million monthly organic website visitors, and the product has around 14 million active users.

But despite the success they had with their internal tool in helping with link-building outreach, they struggled to get traction when they tried to sell it as a standalone SaaS product.

It turns out a big part of the struggle was down to how they had positioned the SaaS product. When they figured that out and simplified their positioning, things finally started to click.

It's a great interview with tons of actionable insights.

So I hope you enjoy it.

This episode is part of our PLG & Growth series.

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