95% of B2B SaaS companies do content marketing the wrong way, it should be like this.
MAY 20, 2021 JIM JAMES
Ugi Djuric has helped generate over US$5m in revenue for his clients who book him for content strategy and implementation. This Serbian entrepreneur is on a mission to help B2B SaaS companies get FAST Google rankings with Content Marketing via ContentHorse and Podino.io for podcast guests.
Ugljesa Djuric: 0:17
One of the main problems our potential customers come to us are they either don't know or don't have the clear ROI from their content marketing efforts, or they don't know how to write and draft content that converts. So content that actually gives them real, customers, It's not just about traffic that you get or search volume. That's a vanity metric. At the end of the day, what matters is how much money this article brings to my business.
Jim James: 0:54
Welcome to this episode of the UnNoticed show. I'm here with Ugi Djuric who's joining me all the way from Serbia Ugi. Hi, how you doing?
Ugljesa Djuric: 1:03
Yeah, I'm doing great, Jim. Thank you very much for having me here.
Jim James: 1:07
Now. Okay. You are a person who understands content really well. And on this show, you're going to help us to understand how your two companies, content horse, and Podino can help business owners to get noticed. So tell me, Ugi, tell me about how you help B2B Saas owners to get noticed.
Ugljesa Djuric: 1:27
Yeah, definitely. we help B2B SAS companies, craft, bullet proof, content marketing strategies that resonate with their target audience. We help them write compelling and engaging content that converts and that of course ranks first on Google and later we. We help them distribute to that same content and optimize it for for conversions. So we actually have companies become tough leaders and let's say first, first choice for someone who is looking for a service like theirs by positioning them on the market and Google with great high-quality content.
Jim James: 2:07
Now Ugi it sounds as though that's a big task, but you've chosen a niche, which is the B2B SAS. Can you just clarify for us then? What kind of companies are you working for?
Ugljesa Djuric: 2:19
Yeah. definitely. So we've worked with B2B SAS companies. SaaS stands for service as a software. So for example, like. every tool that you use online that in some way, SaaS So for example, you probably use like something like HubSpot or Salesforce, or get response. For example, we work with companies like that. So B2B business to business SAS services as a stock, for example, one of our clients is get response. That's an email. Marketing automation platform and sales optimization platform as well. And yeah, that's the kind of the companies that we work for.
Jim James: 2:58
what would be the number one problem that, that company faces because there are so many of these SAS products. Now online one can go to a platform like Capterra, for example, as to find the source and compare Ugi what's the number one problem. Those business owners are facing this really hyper competitive market.
Ugljesa Djuric: 3:20
Yeah. One of the main problems our potential customers come to us are they either don't know or don't have the clear ROI from their content marketing efforts, or they don't know how to write and draft content that converts. So content that actually gives them real. Customers, It's not just about traffic that you get or search volume. that's a vanity metric. That means that at the end of the day, what matters is how much money this article brings to my business.
Jim James: 3:59
How are you doing that? Because most of us are guilty. I am for sure of generating content that doesn't have an ROI. So walk us through the steps that someone could take to look at their own content and start to make it add value for their business.
Ugljesa Djuric: 4:16
Yeah, definitely this job. the first of all, there are two, two things that you need to keep in your mind. The first one is the maturity of your company, right? So the. Oh, approach strategy process is different if you're on like an early stage company, if you have product market fit, than if you're like an enterprise company or a company with 50 plus employees, right? So that's the first thing that you need to keep in your mind. The second thing is what the maturity of your market, right? So for example when you take a look at Google, when you take a to get the content that she can find blog posts, that you can find it Google, if you search like the marketing and sales industry, right? This market is very saturated. There is. Millions of articles out there. But if you, for example, take a look at, if you go down if you go up niche down and you take a look at marketing for real estate or for the injury law firms, for example, use markets are less saturated. And what works in in that market does it mean that we work in the other market and so on. So essentially. When we work with early stage companies. So the companies who don't have bigger resources who don't have like millions in revenue, the first thing that we started doing, we write bottom of the funnel content. So that's content that searched, Or let's say that's content that ranks for keywords for bottom of the funnel keywords who are searched by people who are almost immediately ready to buy your product.
Jim James: 5:54
Okay. So that's what you mean by bottom of the funnel is people that are about ready to make a purchase.
Ugljesa Djuric: 6:00
Yeah. Yeah. They just need a little more information on what vendor to choose. And especially in the SaaS world, there are many of keyboards like that. So for example, We've worked with one e-commerce company, right? one e-commerce sales, SAS, and that has like 100 plus competitors. and what we do when doing keyword research, we type down in nature, like competitor name. Alternative competitor name, alternative, and then began like a bunch of keywords for example, that one keyword can be MailChimp alternatives. So that particular keyword, for example, if I remember correctly has a search volume of around two to 3000 a month. But there are also a lot of other keywords that have a search volume of around 20 or 50 a month. But that doesn't matter, Because all 50 people who type that. In their Google, right? There are high quality leads with, for you. And then you go out, you write one in depth and comprehensive article on for example, five best. MailChimp alternatives, where of course your product, your service is one of those five alternative and that's how you get leads to content in an early stage. If you're an enterprise company. then the content approach is a little bit different, right? So then you start positioning yourself. Then your entire content should position yourself as a thought leader in the market, should bring some new innovations in the way of how people think in your industry and so on. So yeah that's pretty much it. we can talk about this, like for four days, but
Jim James: 7:44
I was going to say, when you say that's pretty much it, I think you've summarized in a couple of minutes. What is obviously both a lifetime of work, but also a real skillset. So it sounds as though one needs different strategies, both for the different kinds of companies and the different stages that our company is at. How do you then start to work with the company as a As a vehicle for the vision of the founder, because the product you have, like for Capterra, for example, but then also the people leading the business become also very important don't they, in terms of differentiating the company from others. So how do you help a company to differentiate itself beyond the feature set?
Ugljesa Djuric: 8:28
Yeah, definitely. that's even now a lot of companies make a mistake and they compare themselves and even position themselves inside the market by features, by product specifications and so on. right now like you said, like there is Thousands of tools that to do like completely for the same thing as for example, mailchimp right? So there are like thousands of those and all of them have 99%, same features and similar product specifications. But that's where. Positioning and the messaging comes in gate, right? So every day, like you're getting three, four, five new competitors, right? Every month, every week you're getting new competitors and differentiating yourself just by better product. It's not enough. You need to differentiate yourself by the messaging. first of all, you need to know who exactly is your target audience can't be everyone, right? It needs to be a super specific group of people. And you need to know that target audience, the same as, your mother, right? As your wife, as you know your husband. So you need to know of them are very in that. You need to know where they hang out to the internet, what do you read? What type of content they consume, what, what power words even engage with them. and then once you, now that you craft a better, better messaging on your landing page, in your lead magnets on your content. And so of course, like you said Founders play one very important role in all of that. So we know There are like plenty of examples where, founders were the main drivers of growth for the company, for example, Russell Branson or for ClickFunnels. So he published like three, five books. I don't know how many, and many people are there because of him not because of the product, like quick funnels. My personal opinion is that click funnels is not, it's not a great product. So there is like way better products on click funnels, but the people are there because of the Russell Brunson events. So founders definitely play an important role in overall positioning of the company, but they're also useless if they don't know who is the a customer persona, dream customer, call it like however you want. so once they know who is your dream customer, then go out right prior to guest book posts on other high authority sites in your niche have you talked about is the top of your dream customers write and write about big things, right? Write about big ideas. you want to create a bus. You want to create a buzz around your name, around your product, around your industry. Like for example, just like Slack went to market like Slack when Slack was launched, their PR was we killed the email. and in some kind of way, they really killed the email. yeah, it's all about being omnipresent and like knowing who is your core, your dream customers and serving content. They're going to like,
Jim James: 11:52
Now, speaking of content, one of the areas that more and more people are getting into a course are podcasts, Ugi. So share with us about pod Dino, because more and more people are seeing podcasts as an alternative to traditional media interviews. So what role are you playing there and how do you think podcasts can help with personal branding?
Ugljesa Djuric: 12:13
Yeah, definitely. So your, I suppose your dream drive a car, right? and you drive behind some billboards at the speed of 70 miles per hour or more. You hardly notice that bill, you also crawl your feet on Instagram LinkedIn, Instagram at the same speed, right? So you hardly, C N E S. But when it comes to podcasts, I, as a guest, you as a host, right? We have access to listeners who dedicate 20 minutes, 30 minutes, what hour of the time to listening to our voices. So they listen to me. They listened to what I have to say and they remember it. So I have one hour, 50 minutes of their attention and everyone else has. So by far, I would say that podcasts are one of the best ways to get, not just among your dream customers, because they. Have biggest engagement, right? So through podcasts, you build the best relationship with your dream customers. And once your dream customers like constantly listen to you on a couple of different podcasts, when they think about something that you offer, right? You will build the first person who will come to their mind.
Jim James: 13:33
So in terms of podcast quality, how do you help people to determine that? Because with traditional media, you have audits of circulation, it's fairly easy to track and they've got history. How do you help someone not end up on a show that frankly only gets listened to by them and the host and maybe a couple of friends.
Ugljesa Djuric: 13:55
Yeah. Yeah. understanding metrics of some podcasts is pretty, pretty hard. So there is no way to know how many downloads per episode or listeners some podcast has, Like you can ask what costs, but they can either give you the right number or they will they'll lie to you. They'll say the number is bigger than it actually is. one of the best, not most precisely, but one of the best ways is something is a metric called global rank. global, the rank is developed by listen notes. So listennotes.com. It's a like a Google, but for podcasts, it's a search engine for podcasts, and there each podcast have it's global rank. And When you go to this and also you will see some podcasts, have a lower ankle, 10%. That means that podcasts is in the top 10% in the road. So really we have partnerships with a lot of podcasts. We know their numbers. So when we see that some other podcasts is interrupting or top three, top 5%, doesn't matter. We roughly know. What are the like ranges of audience that they have. But anyway, at the end of the day, it's not about the quantity of the people that hear you. It's about the quality
Jim James: 15:16
And let's just link those two points from the beginning and the end of this talk about in the first year doing SEO content. And keywords. And now we're talking about being on a podcast. How do you link those two together? So that it's a unified strategy.
Ugljesa Djuric: 15:35
Yeah, definitely. So at the end of the day, no matter what you do, not matter what industry you are, everything comes down to creating content, right? And there are like various types of content that you can create. but the thing is many people. they try to re-invent the video, right? When actually for one piece of content, for example, from one article that you write, you can create like 30 or 50 other content pieces, right? You can repurpose that one article in 10 social media posts in three newsletters in five podcast episodes. Then you jump on a podcast and you can use that audio to create like 10 other social media posts. So everything comes down to creating as much of content as you can. And believe me, in six months in one year, you will become a top leader in your industry, in your market.
Jim James: 16:34
Presumably you've been on a podcast. You're also trying to use some of those key words. In your podcast answers or certainly adding them into your transcripts, would that be the case?
Ugljesa Djuric: 16:45
in some cases, yeah. In some cases, yeah.
Jim James: 16:48
And can you recommend a tool for this content? Re-purposing that you're talking about? Any platforms as you're doing work for so many SAS companies, is there one that you recommend.
Ugljesa Djuric: 17:00
there are many tools for country purposing. it depends on the type of quantity that you repurpose it. So for example, if you have a podcast and you want to purpose a podcast episode, and you want to create five or six different social media posts there is a tool called wavve.io. For them. So you'd just upload a no deal. she was like sleeping from the audio to a background image and you have five or six, Instagram, Facebook posts, whatever richer audio in the background, There's like vape for that. there is Canva for like design creating visuals, creating infographics and so on. then you can just take one article that you wrote and make five different fetal trends. Or LinkedIn posts there. You don't feed the tool for that. Just take her article, open two windows on your laptop and repurpose it to be a Twitter thread. So yeah, like it's more often creativity than having a right to look it.
Jim James: 17:59
That's wonderful. Thanks for sharing your creativity and obviously, a great deal, both about being creative, but also about the tools. If you want to find out more about you, how can they do that?
Ugljesa Djuric: 18:08
Yeah, definitely. So if anyone needs any kind of help or need advice or content marketing, they can reach out to me on Ugi at contenthorse.com. A website is content host com or if they need any help getting featured on a podcast, they can reach out to me too. The website is podino.io, and the email is the same Ugi at content, horse.com.
Jim James: 18:34
Okay, thank you for joining me all the way. From Serbia, especially as you're just about to expect your first child. So really appreciate you taking the time for us today.
Ugljesa Djuric: 18:42
Thank you very much. it was my pleasure.
Jim James: 18:45
You've been listening to Ugi Djuric there in Serbia talking to us today about. Content marketing and also about playing a part in the internet, both through your written content, your social content, but also as a podcast guest, thank you so much for listening to this episode of the UnNoticed show.
Jim James has enjoyed a life of adventure and entrepreneurial venture in Asia since 1995. Originally he moved to Singapore to start EASTWEST Public Relations; the firm still exists today with offices in Singapore, India, and China.