In this episode, Ryan sits down with Sam Gocher, Head of Content at Rocket SaaS, for a deep dive into what it actually takes to make content work for a SaaS brand. Drawing on Sam's experience at Cognism, one of B2B SaaS's most admired demand generation brands, they cover how to create content that cuts through, entertains, and converts, even when your product feels dry on the surface. Whether you're a solo marketer, a founder doing it all yourself, or building out a content team, this episode is full of practical takeaways you can apply immediately.

Takeaways:

• Start with a deep understanding of your ICP including their age, not just job title
• Entertaining top-of-funnel content generates pipeline by influencing end users and decision makers
• Jumping on trends is the most reliable way to create humorous content without forcing it
• Bottom-of-funnel video works best when you hook the viewer before revealing the product
• Repurposing content across formats increases time on page and grows your YouTube channel
• Selfie-style video often outperforms polished production, so just start
• Consistency and rhythm matter more than quality, especially early on
• Your product's niche is your greatest content asset

In this episode, Ryan dives deep into where your audience actually hangs out and how to tap into those hidden goldmines. From podcast appearances and newsletters to Slack communities and industry events, Ryan shares his strategy for getting in front of your ICP without spending a fortune on LinkedIn or Google Ads. He walks you through the research process, how to build relationships in niche communities, and how to use partnerships and co-promotions to amplify your reach. This episode is packed with actionable ideas for SaaS marketers looking to build real relationships and scale faster.

Takeaways:

• Podcasts are a goldmine - start by getting on smaller shows before moving to big names
• Use newsletters and contribute value, not just sales pitches
• Don’t underestimate LinkedIn groups and Slack communities - they’re full of your ideal customers
• Piggyback on other brands’ networks by co-hosting webinars or joint events
• Show up where your ICP is - it’s about relationships, not just sales
• Build your personal brand to get noticed and gain trust
• Contribute value in communities - the sales will come naturally
• Leverage conferences and industry events for organic connections
• The right content strategy (original research or a book) can get you on the best podcasts and webinars

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

In this episode, Ryan deep dives into one of the game-changing strategies that helped Rocket SaaS scale to $5M ARR, creating an educational sub-brand. He walks through the steps of building a separate brand (like SaaS Marketing Weekly) that serves as a powerful top-of-funnel tool. From choosing a narrow ICP to creating educational content that builds trust, Ryan explains why sub-brands are the perfect solution for overcoming the scepticism of traditional brand marketing, and how they naturally lead to sales.

Takeaways:

• Sub-brands allow you to engage your audience without the pressure of directly selling
• Focus on creating value-first content that genuinely helps your ICP
• Choose a clear, simple name for your sub-brand that speaks to your audience’s pain points
• Launch with one content format (podcast, newsletter, blog): consistency is key
• Use ads to grow the sub-brand with highly-targeted content that builds trust
• A personal brand behind the sub-brand increases engagement and removes scepticism
• Use your main brand’s product/service in subtle calls to action to create seamless conversions
• Build a community through content and then invite people to your main brand offerings

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io