S1E9 - Creating a content strategy that drives signups with John Ozuysa

Apr 4, 2023

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What is content? Or better yet, what is good content? Do you know how to create content that drives and converts into signups and paid clients? In today's episode, we host John Ozuysal, the co-founder of Datapad and advisor to other startups. We discuss how to create a B2B SaaS content strategy that drives signups.

During his topical mapping, John explains that he uses internal backlinks for all relevant content. This greatly works for startups in the early stages with minimal resources because it is speedy.

Common mistakes made with creating a content strategy. Limiting yourself to keyword tools. He says that you should ask the customers how and what they search for content. It, therefore, helps, during signup, to seek the problem and the desired solution from the customer.

Thoughts on the rise of Chatgpt in content writing. He admits that he utilizes the tool for fast-tracking some functions in research instead of writing content with it. It helps generate content keyword ideas, optimize SEO, and identify entities from paragraphs.

John dives into affiliate marketing and writing content for signups. Instead of focusing on the transactional page and leaving it in the hope it will rank, he advises creating supporting pages to link to the transactional page. It gives your content greater visibility to other potential companies that may want to affiliate with you to promote their content.

Advice to startups growing to 10k MRR? Reverse your funnel by starting at the bottom with content targeting an audience seeking solutions like the one you offer.

Advice to startups growing to 1M ARR? Invest more in the middle and top of the funnel. Using customer research, you should build next-generation features by writing relevant content.

Key Timecodes

(01:47) Why you need to listen to John
(02:43) What is content
(03:15) Difference between writing content and content that converts
(04:34) What needs to be in place before creating content
(06:42) Strategies for writing content to generate signups
(10:00) Why does he not do link-building for his content?
(14:13) Does he create yellow pages for topics he writes about
(17:28) Common mistakes with content strategy
(20:50) His thoughts on Chatgpt for content writing
(22:11) Affiliate marketing and writing content for signups
(22:50) Advice to companies with 10k monthly recurring revenue
(26:00) Advice to companies with 1 million annual recurring revenue
(27:20) John's templates on offer and contact information