#115: The five content traps killing your pipeline

In this episode, Ryan is joined by Sam Gocher, Head of Content at Rocket SaaS, to work through the 5 traps that stop content driving revenue. Most B2B SaaS companies are producing content activity, but when the CEO asks whether any of it is actually generating pipeline, nobody can give them an answer. Ryan and Sam cover why guessing your topics never works, how to extract real thought leadership from time-poor founders, why content and paid teams must stop operating separately, and if your content is not boosted and not helping SEO, you should probably stop making it altogether.

Takeaways:

• Even if you genuinely know your market, asking a thousand of your ICP will tell you far more than a team guessing in a room
• If your content is written purely with AI, any competitor could put their logo on it, and in-house teams or agencies will never know the industry like the founders do
• Get founder buy-in with a small ask: a 15-minute interview every fortnight gives you a transcript that becomes blogs, newsletters and posts. To scale it, pitch one 60-minute studio session a month, which is two episodes and a fortnightly podcast
• Use the thought leaders inside your business who match your audience, because buyers trust their peers far more than a vendor
• Content and paid should never run in silos. Your content team produces something they are proud of, and nobody ever asked whether the paid team intends to put a penny behind it
• If your content is not being boosted and is not helping SEO, almost nobody sees it. Either realign it with paid and SEO, or stop and put the resource elsewhere
• Don’t let all your content sit at the bottom of the funnel. Your top-of-funnel content is super important, and adding a thought leader to the mix gives you plenty tofu content to work with
• Batch your recording, keep a content calendar, repurpose relentlessly, and revive old content that performed well rather than going quiet