Welcome to episode eighty-three of the SaaS Backwards podcast, where we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that's working, and lessons learned from things that didn't work as planned. 

You can listen to the full episode directly below via Spotify, or visit SaaS Backwards on Buzzsprout or wherever you listen to podcasts.

As martech SaaS founder, Steve McDonald acknowledges the tendency to believe that their product is so exceptional that customers will naturally flock to it.

But then reality sets in and you realize that maybe Shoeless Joe Jackson wasn’t whispering in your ear after all.

There’s a lot of risk for customers to invest in something new, and content marketing is the obvious way to build trust. But with the volume of noise out there today, your development process must be strategic, methodical, and efficient.

In this episode, Ken and Steve geek out on the role that content plays for today’s SaaS and how thought leadership actually works to spark conversations with prospective customers.

Key takeaways:

• Why podcasting is still an effective way to create thought leadership content efficiently and effectively.  
• Marketers should consider creating themed podcast series that focus on specific topics or industry challenges.
• Why it's important to invest in thought leadership that delivers customer insights early on to establish the company as an expert to spark conversations with prospects. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting