Today's post is about the content strategy for new SaaS businesses competing against big and established players in their segment.

These new businesses have one or more foundational disadvantages compared to their established competitors - a small team, limited resources, an evolving understanding of the target market, a not-yet-there product, unproven messaging, and no established growth channel.

On the other hand, the large and established players in their segments have been in the business for a long time, have high brand recall, and have been publishing multi-channel, multi-format content for years. They have built and optimized a well-oiled content machine over time and quickly respond to changing market conditions.

With this context, in today's post, I'm presenting the design of a content flywheel that a new entrant can adopt to acquire clients and build momentum.

But I'm not stopping there. I've selected five new SaaS businesses and will customize the content flywheel for each. Please note that I have no affiliation with these businesses at present. I've chosen these companies because I find them interesting.

Here are those five new SaaS companies:

1. Dub: A link management company. (Established competitors - Bitly, Rebrandly)

2. PropelAuth: Auth and user management company. (Established competitors - Auth0, Clerk, Frontegg)

3. PostgresML: An MLOps platform. (Closest competitor - MindsDB, Enterprise competitors - DataRobot, Dataiku)

4. Dopt: A product onboarding builder. (Established competitors - Pendo, Appcues, UserPilot)

5. Payload CMS: A headless CMS. (Established competitors - Contentful, Strapi)

So, I will first discuss a content flywheel blueprint and then share four real-life examples by customizing it for these companies.

Let’s dive right in.

A lean content flywheel to win as a new entrant

❤️ Thanks for reading Issue #30. I'd truly appreciate it if you help me spread the word on Twitter by Clicking Here.

We'll talk soon.

Until then,

Ankur

Founder, Thoughtlytics

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