Know more about SaaS growth strategies from the horse’s mouth.
Modern SaaS audiences look for content that stands out. ‘Engagement’ may sound like a buzzword in the digital space but it is real. It’s about sparking genuine interest in your brand amidst the thousands of brands out there.
The content you share strikes a chord when it resonates with the target audience and leads them to conversions, bringing smiles to sales and customer success teams while the content marketing team takes a bow.
We got talking to Eric Doty, the Content Lead at Dock about this content journey and how he managed to lead Dock to phenomenal success in the SaaS world. We also learned that he’s a one-person content team and this further stirred our curiosity about their content process at Dock.
In this episode, we share Eric’s secrets on leveraging content marketing, SEO, and link-building tactics to take Dock to the next level.
Eric started his journey in the content domain by blogging for his ice hockey team at grad school. Before he knew it, he onboarded a team of seven writers for the task. That’s when he thought of making a living out of content marketing.
What started as a passion, led him to small marketing coordinator tasks and finally to a content marketing role at Globalme, a technology-enabled translation agency in Vancouver. It is now called Summa Linguae Technologies.
He continued his content journey while managing product marketing, social media, SEO, website content, and much more. He was more than a content marketer – he was a one-person marketing team for the companies he worked with.
These experiences taught him a lot about creating and distributing valuable, relevant, and consistent content to attract and retain their audience at Dock.
Eric explains that Dock offers a workspace or a microsite for the prospect during the sales cycle. So, instead of sending several follow-up emails, attachments, links, and docs, they can work on a neat workspace to organize their processes.
The sales, onboarding, and customer retention platform organizes everything shared with customers. It allows businesses to create deal rooms, onboarding hubs, and client portals in a single branded workspace.
He shares an example of businesses with long sales cycles. Companies selling to enterprises often deal with multiple stakeholders and approvers. For instance, the IT team, the CFO, and the product team may have to review the sale. All this can happen on the Dock workspace instead of having endless email threads.
This organizes all the data in one place, allowing anyone to click and access the information they are looking for.
The user can also track who is looking at the data. For instance, in the sales demo, the prospect may look pretty interested in the proposal. But what if they fail to share the details with their decision-maker (the manager)? This information can be interesting for the salesperson as they get a peek into what’s happening internally or what is delaying the sales decision.
Dock is a product-led SaaS company that offers usage-based free trials to companies. Teams can create up to five workspaces for free. Once the limit is exhausted, they pay per user. The sales team helps them with the process that follows.
Dock has always kept great content and SEO at the center of their strategy. To add value to their audience, they built a template library that could be directly accessed on their platform. They found it to be a fitting form of SEO content for the product-led growth they are aiming for.
Templates proved to be an easy and fruitful medium to get prospects to try the product. For instance, they found it easier to share a blog on ‘mutual action plans’ and share a template with a CTA versus, merely sharing a blog post and adding ‘Try Dock’ as the CTA.
Once the prospect gets on to the templates, they experience the cool features Dock offers, encouraging them to explore the entire platform.
Next, they worked on optimizing their website content and blog posts, ensuring they maintained their focus on offering useful templates to their audience. Today, they have over 150 articles on their blog, each offering relevant and practical content to their readers.
Podcasting is another area that has helped them boost their demand. They’ve applied their SEO tactics to podcasts and improved their presence on LinkedIn, YouTube, and other platforms. They’ve also put out subject matter inputs from these podcasts on their blogs to maintain consistency and add value to their audience.
Besides, the team works on several product launches and feature announcements. This has proven to be a great way to re-engage their emailing list.
Eric tells us that sharing great content on their blog has been a top priority. No wonder, the blog has been their #1 traffic driver.
To begin with, they pursued two long-form guides per month plus a small template library. The goal was to share 3,000-word posts on high-impact, evergreen topics like a massive B2B sales guide.
Such content was highly relevant to their target audience, and closely tied to their product. They coupled this with templates to help readers visualize how Dock could solve some of the challenges outlined in the posts.
Their content is starting to rank with a few pieces in the top three search results and a lot more moving up from page 2.
Another growth strategy they’ve identified is their word of mouth and the virality of the product.
For example, when we send someone a Loom video, the recipient watches it and may use Loom in the future. That’s the strategy Eric and his team have tried to create at Dock.
When a salesperson sends a Dock workspace to their customer, they use it and find the features useful. That’s when they send it to their team, thereby creating a loop.
Eric shares that the way they define content success at Dock has evolved. When they launched their business, they had little traffic with almost non-existent DA.
That’s when the team sat together to answer the pressing question – ‘What actions need to be taken to lead more traffic to the product and the website?’
This led them to define content success based on the content quantity they went for. They started focusing on numbers – the number of blog posts they published each month. They set a target of publishing 8 posts per month while managing other campaigns like the launch and promotion of podcasts, product launches, and more. All this without increasing the head count.
This was challenging, yet it’s what would help them define success at the initial stages.
Later, they started tracking the potential revenue opportunities this content brought in for the pipeline.
However, Dock doesn’t measure lead numbers. They are focused on strengthening the pipeline because a hundred $1000 leads are the same in value as 10 $10,000 leads. However, the latter is what would eventually lead to long-term revenue growth.
Today, Dock has a large sales team that’s well-versed in tracking conversion rates. They follow the top-down approach where they break down the lead pipeline based on the revenue they plan to achieve. Thus, the team is crystal clear on how much traffic they need to attract to achieve a specific number.
They also track which type of post is performing well and divert their resources accordingly. For instance, they found that tactical content pieces with templates attracted more traffic because the search intent was high.
Besides, the Dock team looks at the backlinks they’ve got. They do not have many direct competitors; however, they have SEO competitors – businesses trying to rank for the same keywords as them.
Thus, ranking is tough despite sharing good-quality content. Hence, they have been focusing on getting backlinks to their content from authoritative websites to improve their DA and stand out from the competition.
Eric throws light on their backlinking strategy.
One thing that Eric has worked on is helping other B2B writers. He has discovered this as a great way to share content that answers their questions and get a decent number of backlinks to their website.
His research involves manually reaching out to software bloggers who write about their competitors, share content that addresses their questions, and get them to link to Dock – the product or a specific blog that resonates with them.
Next, they plan to produce unique and useful content resources that will attract backlinks naturally.
Being a one-person content hasn’t been a cakewalk for Eric. He’s had to build a marketing muscle from scratch, especially for a business that’s been in the product-market fit phase.
Eric picked up several skills along the way, experimented with multiple channels and tactics, and made countless tough decisions that contributed to business growth.
He puts vendor and freelance management as the top skills one should master. It’s next to impossible to create everything yourself, he shares. Build your strategy and learn to work with freelancers to get the work done.
To achieve this, he built a thorough freelancer onboarding guide to give them a complete perspective on the brand and what is expected of them. This is a great way to get freelancers and agencies on board from day 1 without having to micromanage them.
Secondly, he’s honing his automation skills. For instance, he’s learned to leverage tools like Airtable and Zapier that help him with project management and streamline work processes. Such tools eliminate the need for manual work, allowing him to focus on tasks that will contribute to the revenue.
Besides, he believes in taking up new roles to learn new skills. For instance, he volunteered to be a moderator at the Superpath community where he acquired skills that helped him grow Dock’s sponsor community.
Eric believes in learning from the experiences of different teams – marketing, sales, customer success, product, and more. That’s his secret of going from a successful individual contributor to a company leader who can confidently communicate the value content brings.
Here are a few podcasts he recommends to his readers.
Tommy Walker’s The Cutting Room simply breaks down what makes good content.
Recently, at its annual I/O developer conference, Google shared its plans to incorporate generative AI into Google Search. It was aimed at anticipating needs with precision and offering more accurate information to users without the need to click on links or open a website for answers.
But this did impact SEO for several businesses.
Eric shares that marketers usually focus on MOFU and BOFU content because you cannot attach giant search volume numbers to it. However, since he is a content team of one, he is focused on content that serves a purpose. He has limited time on his hands; hence, he likes to work on content that can immediately help his sales and customer success teams win conversions.
For instance, he recently wrote a blog on ‘How to introduce your customers to Dock?’ The sales team found it handy when overcoming objections that customers may share to not use the platform. The post shares several quotes from real users, making it social proof. The customer success team also uses this post to share tips and experiences of users who’ve experienced the platform.
I believe that Google SGE, regardless of its impact, assesses if a brand is addressing real user concerns. If a brand is answering new questions or questions not addressed by competitors, SGE can be on its side.
He suggests that rather than fretting about how SGE will impact the brand, marketers should work on their strengths and have a backup plan for the lost traffic.
He also feels that it will be tough for SGE to replicate the templates Dock shares. One could create content using AI tools but creating templates like the ones they share would be tough. Hence, product-led businesses are at a huge advantage.
By constantly experimenting with various forms of content and offering the audience solutions to their concerns, Dock has managed to build a steady stream of qualified traffic to their website.
As an insight-driven SEO content agency, we’ve learned from Eric that when it comes to ensuring content success the size of a team doesn’t matter. It’s important to know what your audience wants and the issues they are facing and deliver solutions that solve their issues through good-quality content.
We cannot thank Eric enough for taking the time to share these insights with us.
If you want to get in touch with Eric to understand his content journey, connect with him on LinkedIn or visit Dock’s website to experience the awesome content strategy they follow to wow their audience and gain conversions.
Stay tuned to Preceptist’s blog for more such expert-led insights.
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