Content Blocks

If your product is different, your messaging should be too. But most SaaS companies still sound the same.

In this episode, Joe sits down with Dustin Robertson and Mike Geraci, partners at DRMG and architects behind standout SaaS brand strategies like Mosaic’s. They unpack the difference between category design and traditional positioning, explain why it’s critical to anchor your messaging in human outcomes, and walk through DRMG’s RISE framework—from research to go-to-market execution. Whether you're building from scratch or rethinking your narrative, this episode offers a practical look at how to make your brand actually mean something.

What We Cover:

• Why most SaaS messaging feels the same
• What “category strategy” actually means
• The RISE framework for building meaningful messaging
• How to uncover the human problem behind the business problem
• What makes a strong internal manifesto
• How to know when your strategy is working

About the Guests:

Dustin Robertson and Mike Geraci are co-founders of DRMG, a brand strategy firm for B2B SaaS companies. They’ve helped companies like backcountry.com, drip.com, and Mosaic stand out in crowded categories.

Resources & Links:

• Check out DRMG: https://www.drmg.co
• Listen to The SaaS Brand Strategy Show: https://podcasts.apple.com/us/podcast/the-saas-brand-strategy-show/id1586314229
• Connect with Dustin: https://www.linkedin.com/in/dustindr/
• Connect with Mike: https://www.linkedin.com/in/geracimike/

Stay Connected:

• Work with Joe: https://calendly.com/joe-joemichalowski/content-strategy-chat
• Follow on LinkedIn: https://www.linkedin.com/in/josephmichalowski/

In this episode, we dive into the problem of B2B marketers trying to copy the success of content programs and series like Hot Ones.

We look at the difference between gimmicks and concepts. And then look at the ins and outs of what makes the Hot Ones concept so successful.

Originality, creativity, and enthusiasm all play a role. But you don't need a Hot Ones level concept to succeed. Take lessons where you can and come up with a program that works for you.

(And if you just want to do a Hot Ones copycat for fun one time, have at it.)

In this episode, Joe shares insights on the right approach to SEO for companies that are just beginning. Key points include understanding the levels of SEO investment, the importance of laying a solid technical foundation, prioritizing bottom-funnel keywords, and building a comprehensive content strategy.

Joe emphasizes that while advanced SEO tactics are often showcased by experts, they may not be appropriate for startups or new companies. Instead, focusing on the basics, ensuring the website is indexable, and creating relevant, conversion-oriented content are crucial first steps.

00:59 Understanding the Basics of SEO

03:07 Technical SEO Fundamentals

06:41 Prioritizing SEO Efforts: Bottom to Top Funnel

09:29 Building a Content Strategy

In this episode, Joe Michalowski discusses the concept of 'content snowballs' in the SaaS industry, emphasizing the importance of long-term content strategies over immediate results.

Drawing on insights from Jay Clouse's Creator Science podcast and an interview with James Clear, the author of 'Atomic Habits,' Joe explains how the visible success of a campaign or piece of content is often the result of consistent effort and planning executed months or even years in advance.

The episode covers why leadership teams often misunderstand the role of brand awareness and the cumulative impact of content efforts, stressing the need to commit to ongoing content creation to achieve lasting growth and recognition. Joe also shares personal anecdotes, including the challenges of explaining content ROI to leadership and the success of Mosaic's organic search results driven by consistent content efforts.

00:00 Introduction: Creating Content Snowballs

02:07 The Concept of Content Snowball

04:02 Challenges in Measuring Content ROI

05:14 The Importance of Consistency in Content Creation

07:17 Real-World Examples and Final Thoughts

In this episode, Joe Michalowski discusses the crucial role of quality inputs in creating impactful content, inspired by a Stephen King quote. He recounts his own journey from a novice freelance writer to a seasoned content creator, emphasizing the importance of gathering valuable insights.

Four primary strategies for building robust input engines are explored: leveraging personal experience, tapping into internal expertise, developing a podcast network, and creating a contributor network. These methods provide a comprehensive approach to amassing the necessary knowledge to produce high-quality content at scale.

00:00 Introduction: The Importance of Inputs

00:41 My Own Content Start

03:59 Building Your Input Engine: Personal Vault

06:13 Internal Brain Trust: Leveraging In-House Expertise

09:15 Podcast Program: External Insights

10:57 Contributor Network: Crowdsourcing Content

13:50 Conclusion: Integrating Input Systems

This episode discusses Jon Hamm's career post-Mad Men and draws parallels to effective content marketing strategies.

Despite perceptions, Hamm has been consistently working in various roles.

Using Hamm's career as a metaphor, the talk emphasizes the importance of the 80/20 rule in content strategy—highlighting that while big, splashy moments (20%) are valuable, they must be supported by consistent, ongoing efforts (80%) to truly drive success.

Key advice includes organizing content around consistent themes and ensuring continuous delivery across various channels to maintain momentum and relevance.

00:00 Introduction: The 80/20 Rule of John Ham

02:04 The Concept of Lightning Strikes in Business

03:17 The Importance of Consistent Content

03:59 Practical Tips for Content Strategy

06:42 Conclusion: Be Like John Ham

Joe Michalowski addresses the common concern of content marketers: "Do we have enough content?" He outlines a systematic approach to ideation, helping marketers continually generate strategic content by focusing on audience pain points and responsibilities.

Key Discussion Points:

• 00:00 Introduction and Episode Overview
• 00:13 Is there such thing as enough content?
• 01:58 Foundational ground rules for content ideation
• 08:14 Day-in-the-life exercise for ideation
• 13:19 Generating primary topics for ideas
• 17:59 Turning pain points into content ideas
• 20:32 Recap and final thoughts

Memorable Quotes:

• "Content strategy does not equal your LinkedIn posting strategy."
• "Repeat with intentionality, not just because you think there's nothing new to say."
• "If content is for everyone, it's actually for no one."

Enjoyed the Episode?

• Subscribe to Content Blocks on your favorite podcast platform.
• Connect directly: [email protected]

I explore the critical overlap between content marketing and product marketing, focusing specifically on positioning and messaging. Discover a straightforward approach for content marketers to quickly build effective positioning and messaging frameworks, even when official documentation is lacking.

Key Discussion Points:

• 02:36 Building positioning and pessaging from ccratch
• 04:10 Key questions for effective content positioning
• 09:27 Understanding the Pain-Claim-Gain framework
• 11:14 Applying messaging frameworks to all content

Memorable Quotes:

• "If you dive headfirst into content creation without nailing down your positioning and messaging, you might waste a lot of time and energy."
• "Everything you're doing when asking these questions is trying to get to the heart of the company's positioning. Whether you realize you're doing that or not, you're probably pretty good at it already."
• "If positioning is what you say about your product or your brand, messaging is how you say it."

Referenced Resources and Links:

• T2D3 Growth Framework
• Stijn Hendrikse’s Pain-Claim-Gain framework
• April Dunford’s Obviously Awesome

Further Reading & Related Episodes:

• Upcoming Interview with Brian Martell (Product Marketing Insights)
• Upcoming Interview with DRMG (Category Creation & Early Branding)

Enjoyed the Episode?

• Connect directly: [email protected]
• Follow on LinkedIn

You've found Content Blocks!

However you made it here, I'm thrilled to have you. This is just a quick 5-minute memo from me where I introduce the idea behind Content Blocks, why I'm planning to focus on B2B SaaS content, and what you can expect from episodes moving forward.

As a quick introduction of myself, my name is Joe Michalowski and I've been creating content for B2B SaaS companies for over 10 years. A lot has changed, but there's really nothing I love more in my career than consistently creating content that is deeply appreciated by an audience.

I was lucky enough to do that as part of the marketing team at Mosaic.tech, joining pre-Series A when the website was barely a month old and leading all content efforts as the startup grew to $10M in ARR and a Series C.

I learned so much on that journey and met so many incredible marketers (and finance folks) along the way.

Now, I'm working independently, consulting with B2B SaaS startups to build brand-defining content engines.

If that's interesting to you, check out www.joemichalowski.com for info about services I offer. Or just shoot me an email at [email protected] if you have questions!

Thanks again for finding Content Blocks. Hope you enjoy the ride!