Before you hire anyone else in marketing and certainly before you hire the head of Marketing, prior to implementing marketing automation tools or designing marketing processes — hire a content creator (writer). All SaaS startups should follow this and today I will share with you why it's important to do so.
Try to find someone that loves to write, understands direct response copywriting, and is able to create some basic images with the written text.
This article is not going to be my longest article, but following this advice will save you a lot of time, resources, and money. Subsequently, by doing this, you will find more resources to invest in the development of your product or service.
Why should you hire a content creator first as SaaS startups?
Great content will generate an instant audience from day one. Your sales and marketing processes might not be optimal from the start. But when you are able to create great content, you will be able to communicate with your audience in a way that is most effective. Something which has increasingly become important in 2020.
A good content writer will help you identify and test effective messaging. And will be able to talk in the same language as your dream audience.
When you hire a marketing manager from the start the chances of success are around 50/50.
In order to improve these odds, founders should consider running marketing & sales for a little while themselves.
This will help you understand the marketing processes that work for your organization before you hire a full-time marketing manager.
And in turn, it will help you identify what skills are essential in your next marketing hire and what is needed to bring the right message across to your customers.
By doing so, you will already have worked on refining your value proposition, segmentation, and messaging before the head of marketing is hired.
So, hire a content creator/ writer first.
Setting Content Goals
Once you have made your first content marketing hire, it's time to set goals. Here are some of the most important goal categories that you want to be monitoring.
- Weekly content deliverables (Ex: 1 premium asset per week (whitepaper, e-book, guide); 2–3 blog posts covering this week’s topic.)
- Create a content calendar
- Create 2–3 value proposition statements and map out content topics that will educate prospects on why they should care about these values.
- Post at least 4 times on LinkedIn each week (if B2B)
- Depending on your buyer personas decide which platform you will use more. Only focus on platforms that you can own.
And once you've hired them, set goals and communicated them to your new hire, let your content creator get to work. If the content creator is good, the more headspace they have, the better for their creativity.