Emir Atli’s Post

If I was the Head of Content of a $50M ARR SaaS, and I was given a $100,000 content budget, here’s the exact content playbook I’d run (broken down by budget): BACKGROUND: Content should be the #1 focus for every GTM strategy. Scroll-stopping, valuable content drives revenue, builds trust, and entertains buyers. Here's my plan (which is similar to what I am running at HockeyStack): 1. Anchor Content - $30,000 Invest in 3-5 high-value pieces of “anchor content” per year. Think: - In-depth research reports (industry benchmarks, original research) - Interactive tools (ROI calculators, diagnostic quizzes) - Long-form guides (20+ pages that prospects bookmark and share) I’d prioritize first-party research over everything else because once you have enough research, it gets exponentially easier to build interactive tools and guides around the report. These gets you backlinks, social shares, and authority. Bonus point: If one of the research reports is controversial enough, it can go viral and bring you an insane amount of traffic. I know from first-hand experience :) 2. UGC/Customer Stories - $20,000 Nobody cares about low-quality Zoom case studies. You need to invest in high-quality customer stories with high production value. Travel to the customer, keep the conversation long, and invest in post-production to have the best clips, blog posts, and social content. Then build a content library with necessary tags like industry and pain point for all your revenue teams to utilize. 2. Fast, Relatable, and Entertaining Content - $25,000 You also need fast, relatable, and entertaining content assets to support this strategy. This category is everything from skits to product launches to TikTok style videos for the feed. These are great to build affinity, stop the scroll, and stay top-of-mind. 3. Distribution Strategy - $25,000 Once you have the content, now it’s time to invest in distribution. Start collecting emails on your website and setup a weekly newsletter Start running ads on everywhere relevant Post from employee profiles, your profile, and company page Collab with influencers And more. BONUS: I would also invest at least $10,000 in experimentation. Tools, new channels, and new tactics. Start small, find what works, and double down. TAKEAWAY 2025 will be the year of moats. - SEO is no longer a moat. - Paid ads aren't a moat. - AI isn’t a moat. If you focus on what others cannot replicate easily in your content and utilize your product’s unique differentiators, you can create a massive moat. Otherwise, in a quarter, all your competitors will copy what you do, This content plan works because it requires a ton of data, takes a long time, and focuses on distribution. If you focus on your moat and build product fast, 2025 will be your best year.