Tech Founder suddenly obsessed with Marketing & Content because there was no other choice
Classic tech founder mistake 101.
We spent a lot of time building. The product kept getting better, but traffic stayed more or less where it had always been.
"If the product was genuinely useful, people would eventually find it", we kept telling ourselves. In the process of building, we were also obsessed with perfection. Till few months before, we had a decent product, occasional organic purchases, use/purchases from people whom we initially interviewed before building, manual reach-outs (non-scalable) to new potential customers, lot of free/discounted offers to make people use. We clearly had signs of people wanting it, willing to pay for it but nobody knew us and there was no trust.
At some point I had to accept something I had been conveniently avoiding, distribution. Something that didn't come naturally to me.
So I started doing work I never imagined myself becoming obsessed with. SEO. Search Console. Keywords. Blog topics. Search intent. Landing pages. Internal linking. Content structure. Competitor pages. What questions potential customers are actually typing into Google. Why one article gets impressions and another disappears into nothing.
Approaching marketing like how I approach coding was a huge blunder on my part. Thankfully, realisation came just in time. Built an internal CMS on our admin panel and started writing & publishing blogs consistently along with clear topic pillars, manual value driven write ups, AI for structural improvements. No AI automation in article creation and posting. The GSC ticker slightly started moving after 1 month of consistent efforts (which I will be continuing).
Not yet cracked SEO. Not even close but favourable results motivates. Content is actually teaching us things about the product too.
Zero ad spends so far though we intend to take that route. But before, next thing to get obsessed about will be Instagram content creation and building product trust. (where bulk of our customers hang-out)
Looking to read experiences from founders/marketing teams on how you approach (read as 'get started with') Instagram content creation and distribution for a SaaS tool. Lot of our competitors have taken a traditional route of professionally crafted premium informational content, something I'm not fully aligned with.
What sort of content do you plan and execute for your SaaS tool on Instagram and what is working?
No Promoting here. Not a AI slop :)