Want To Do a Podcast? More B2B Content? Build More of an Audience? Here’s My #1 Tip

So many people are producing B2B content these days, let me just give my #1 bit of advice:

If you think a piece of content great, it may not perform that well. You’ll see.

But if you don’t think it’s great, it will bomb.

Some of the best of our 1000s and 1000s of top speakers, blog posts, podcasts, etc. at SaaStr over the year haven’t gotten the attention I would have hoped. Some more obscure start-ups and even public companies … folks just don’t engage with as much as they should.

Sometimes I push hard. When we did the first interview ever with Peter Gassner, CEO of Veeva, folks didn’t totally get vertical SaaS. But it was an A++ discussion on one had done before. We pushed and pushed and over the years so many have learned from it. Pushing can help:

But a dud? A dud just never performs, no matter how strong the brand even. If you know it just not a great post, or interview, just put it away. Even today, Harry Stebbings still doesn’t publish a number of interviews. In the early days, it was a pretty high percent.

For SaaStr Annual, every year we let a few sessions in that I know are duds, but we do them as favors, or because the company is well known, but the content is terrible. They always bomb. I’m 100% right here.

A few years ago, 2 of my favorite, top-tier well-known CEOs came to SaaStr. The best of the best. But the topic was way too obscure and not relevant to the audience.  I asked them repeatedly not to do it, but the team decided to give it a pass.  And … it was the worst attended of 300+ sessions. One of the CEOs yelled at me.  It was a train wreck, and I knew it was coming before the trains even left the station.

If you want to do more content, great. Do it.

Just when you know it’s not great — put that piece of content back in the can. Take a pause and find a piece of content that you truly believe it. The odds are much higher it will have an impact.

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