SaaS Content Strategy: How Buffer Got 100K Users From Outreach

Dave Schneider used influencer marketing SaaS tactics to double Ninja Outreach's traffic in two months - without spending a dollar on ads. His SaaS content strategy included over 30 guest posts, product reviews, and resource page mentions that pushed the product to 9,000 monthly sessions.

Dave breaks down the complete SaaS content strategy step by step. You will learn how to find influencers, rank them by engagement metrics, build relationships before pitching, and structure partnerships that benefit everyone. He also shares how Buffer acquired its first 100,000 users through guest posting and how Groove reached 5,000 subscribers in five weeks using content marketing.

SaaS companies have a built-in advantage for this SaaS content strategy because the marginal cost per user is nearly zero - making it easy to give free accounts, run giveaways, and create affiliate partnerships that drive influencer marketing SaaS growth.

🔑 Key Lessons

• 🚀 SaaS products have a built-in SaaS content strategy advantage: The near-zero marginal cost of giving away free accounts makes influencer marketing SaaS partnerships easy to structure, unlike physical products that cost money to ship and sample.
• 🎯 Rank influencers by engagement, not follower count: Dave found that high-traffic websites often converted poorly. Blog commenters and social sharers are better indicators of a content marketing partnership that will actually drive customers.
• 🤝 Build relationships before pitching for SaaS content strategy success: Groove spent a full month engaging with influencers - commenting, subscribing, sharing - before asking for anything. The result was 5,000 subscribers in five weeks once they made their first small ask.
• 💰 Always offer an affiliate program alongside your SaaS content strategy: Affiliates create ongoing promotion beyond a single guest post. Dave's 50% commission offer motivated influencers to mention Ninja Outreach in newsletters, resource pages, and future posts.
• 📉 Work up from small influencers to large ones: Trying to land top influencers first rarely works. Getting coverage from smaller bloggers creates social proof that makes bigger influencers receptive to featuring your SaaS product.

Chapters

• Introduction
• Dave's background - from Harvard to travel blogging
• Leaving Capital One and starting a travel blog
• Approaching the blog as a business from day one
• Neil Patel's million dollar blog challenge
• Overview of SaaS content strategy topics
• The age of the smart consumer
• What is the goal of influencer outreach
• How to find influencers - Google, commenters, linkers
• Data available in Ninja Outreach
• Real example - using influencer marketing for a podcast product
• Prioritizing and ranking your influencer list
• How to partner with influencers
• Working your way up the influencer ladder
• Product reviews and why they work
• Setting up affiliate programs for SaaS
• Resource page outreach strategy
• Brian Dean's Backlinko approach to outreach
• Writing effective influencer pitches
• Success story - Buffer's first 100K users from guest posting
• Ninja Outreach results - doubling traffic with influencer marketing
• How Ninja Outreach software helps scale outreach

Resources

• Full show notes: https://saasclub.io/79
• Join 5,000+ SaaS founders: https://saasclub.io/email