Tim Soulo is the Chief Marketing Officer (CMO) at Ahrefs.com, a SaaS startup that provides SEO tools to help grow your search traffic, research your competitors and monitor your market niche.
In 2015, Tim joined a SaaS startup as head of marketing. The company had spent several years building their blog but it still wasn't generating much traffic or leads.
Tim decided that publishing higher-quality content regularly on their blog was going to be one of his top priorities. But after a year he still had little to show in terms of traffic and leads.
Eventually Tim figured out the problem. They were creating high quality content, but they weren't it optimizing for SEO. They weren't doing keyword research or doing on-page optimization.
Now that's not uncommon. A lot of companies make that mistake. But the startup that Tim worked for was in the business of SEO and their product helped their customers to grow search traffic! So it was pretty crazy that they weren't thinking about SEO on their own blog!
Once he figured out the problem, Tim made a simple change - he started by doing keyword research to find out what people were searching for and then focused on creating the best content around those keyword.
And in a couple of years, their blog traffic grew from 15,000 to over 250,000 monthly visitors and has become one of the biggest drivers of new customers and revenue growth.
But the real story here is about a SaaS startup that's incredibly product focused and breaks a lot of rules and conventional wisdom about marketing and growth.
For example, they don't have a target customer or persona. They don't do growth hacks. They don't use analytics software or track conversion rates. They don't even to do proper' SEO.
They focus on building a great product and educating people on how to use that product through their blog. And that approach is working -- they're bootstrapped and doing over $40M ARR.
It's a great story. I hope it'll inspire you to think differently about your business and give you some insights to grow faster by ignoring conventional wisdom and trying something new.
I hope you enjoy it.
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