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🙏 Content Heaven, Content Hell 🔥 #2

Alan Wanders
Alan Wanders
Welcome or welcome back to the newsletter where 🔥 means hell. Not lit, sexy, or sick burn.
Just like last time, I’m looking at one content idea you won’t have heard before, and another content idea that needs to do one.

🙏 Content Heaven - Softwhere?
Software used to be everywhere, physically everywhere.
Growing up every house had an oversized Windows 90-something box hanging off the bookshelf next to the Danielle Steels and the John Grishams. But then software ate the world, starting with its own packaging, and now it’s difficult to imagine that it began for many of us in a little box.
If you’re selling software now, it’s unlikely that you’ll have thought about creating a box for it, but spare me the next two minutes of your life and I will try harder than Tony Robbins to change your mind.
Most software companies run more or less the same playbook when it comes to marketing their product. That playbook is all about turning up in digital space with ads, emails, blogs, etc. It makes a lot of sense, because that’s where software is too, online.
Because everyone’s doing the same, turning up in digital space is eminently forgettable, even if you do it well.
Instead imagine getting a parcel sent to your workplace, opening it, and finding a box inside. It’s designed with the retro version of a software company’s logo you recognise, and there’s some coveted item inside, along with a message from the founder.
You’d never forget it. You might post it to your social accounts. You might start a conversation with whoever’s sent it.
It’s pretty easy to make this happen. Buy some product boxes, create some designs for the box company to screenprint on, slip something thoughtful inside (like booze), shrinkwrap it if you’re feeling fancy, and send it off to customers, prospects, influencers with a note that’s just for them.
🔥 Content Hell - Maintain means decline
When you’ve put a mammoth amount of effort in to reach an engagement target for, let’s say social content, it’s easy to say ‘that’ll do, let’s maintain performance at this level’.
But for any content campaign, maintaining performance is a very, very hard thing to do. It’s honestly harder than improving performance.
That’s because maintaining performance usually ignores the fact that your audience will get bored and move on. So there’s this awkward imbalance where you’re putting equivalent time and resources into doing the same stuff, but the returns quickly drop.
Compare that to a growth-focused campaign, where you’re throwing out what doesn’t work, doubling down on what does, and throwing in new ideas. Even if most of those new ideas don’t work out, the framework will probably absorb those blips as part of net improvement.
That’s because your audience have noticed you’re always stepping things up, and they’re looking to see what you’re putting out next. You bring the momentum, they pay attention.
Next time you find yourself agreeing to maintain a campaign or a channel, remind yourself that maintain probably means decline. Ask your team, ‘do we grow it or do we kill it?’
By refusing to just maintain, you’ll work on fewer, more impactful campaigns, and you’ll feel happier at work for it.
  • Content heaven 🙏 Box up your software
  • Content hell 🔥 Don’t maintain your campaigns
👉 Over to you
Thanks for reading! Now you’re done there are two ways you can help. Either would be amazing.
  1. Forward it on to someone who you think would like it
  2. Reply and let me know what you thought of it
See you in two weeks!
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Alan Wanders
Alan Wanders

Content hits + misses for B2B SaaS folk. Sent every month.

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