117 • How to create content that resonates with your ICP

In this episode, Ryan is joined by Sam Gocher, Head of Content at Rocket SaaS, to discuss how you can create top quality content that always resonates with your ICP. For most B2B SaaS brands, they don’t have an idea of what that statement is. Sam and Ryan discuss a ‘What We Want To Be Known For’ statement and how that holds all of your content accountable to your ICP.

Takeaways:

• The logo test: if a competitor could put their logo on your content and nobody would notice, it is not niche enough and you do not have a strong enough voice in your market
• Messaging and content are different things. Messaging is the fixed layer that sits on your website, content is the fluid layer you publish constantly, and the second one cannot work until the first is settled
• The fix is a single statement defining what you want to be known for. It will feel long and specific, and that is exactly the point, because no competitor could claim it
• Get the founder in the room. They started the business for a reason, and that reason is usually the answer. In larger companies go to the CMO or CRO, but the founder should still steer it
• Bring salespeople too, since they hear the objections first hand and have to sell against the same messaging
• Focus on 3 key aspects: why the business was founded, whether your ICP actually cares, and a separate point of view for each ICP that ladders back up to the one statement
• Ryan’s take on AI and what its good for and what you should still be doing manually for your content and ideas.

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By Ryan James

Founder of Rocket SaaS