Category: Content Marketing

B2B SaaS Founders are often overwhelmed with their own workload as CEO, CFO, and CIO. Taking the time to publish on LinkedIn seems frivolous in comparison. But it’s crucial to brand building which is vital for sales. 

Also, if you’re taking the time to post on LinkedIn about your company, you may as well also publish an article there as well.

Why should you make time out of your busy schedule to publish on LinkedIn? 

The short answer is for visibility, thought leadership, brand authority, and off-page SEO.

Building Visibility On LinkedIn

If you’re a B2B founder, CEO, or Marketer, you need to be on LinkedIn. It’s not outdated, it’s not becoming Facebook. It’s where people network online. CEOs aren’t typically in Reddit looking for customers and investors. 

Networking on LinkedIn as an intentional exercise (even before and after conferences) is a great way of making it easier to hold meaningful conversations in person. Over 60% of the audience on LinkedIn depends on it for “event information and company news,” reports Statista. 

Visibility that makes the sales process easier? Yes, please! Even better, 90% of the decision makers and C-Suite who consistently read your content are obviously more interested in a sales pitch. Warming up leads by publishing articles on LinkedIn seems like a no brainer.

“9 in 10 decision makers and C-suite executives say they are moderately or very likely to be more receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership.”   2024 Edelman-LinkedIn B2B Thought Leadership Impact Report

2024 Edelman-LinkedIn B2B Thought Leadership Impact Report

Building Thought Leadership on LinkedIn

If you knew that over 50% of decision makers and C-Suite members spend over an hour a week reading thought leadership articles, would you change your strategy? It’s important to post consistently in order to break through the noise.

“Aim for five LinkedIn posts per week, creating a steady rhythm of content.” EverythingDesign

And while you’re doing that be sure to form new connections and reply to other people’s posts. You can easily fit this into your schedule with my 3-2-1 Method.

“54% say the piece of thought leadership got them to realise there were other suppliers they could work with that had a better understanding of the challenges their organisation was facing.” Di Mace

Building Brand Authority on LinkedIn

Building brand authority on LinkedIn is important for any business; for startup SaaS companies – it’s crucial. You’ve built the Uber for [Industry] or the Google for [Industry]. People have to both want a new solution and know you exist. 

Writing about problems that customers actually have? That’s the way to get it done. In fact, all of a SaaS founder’s posts on LinkedIn should inform website content, email marketing campaigns, and sales decks. Why? Because it’s the current thinking. Be sure to include as much data as possible, too.

“Effective thought leadership has three key attributes: it cites strong research and data, helps buyers understand their business challenges, and offers concrete guidance.” Edelman

Jonathan Kazarian, CEO of Accelevents (former client) is one to watch in the brand authority space.

He consistently posts insights for the event marketing space as well as insights into their platform adoption. The best part is that he extracts insights for other founders. This kind of vulnerability is compelling for decision makers as well. 

In this post, for example, he writes:

“Over the past 12 months, our average deal size has grown by 113% while win rates have increased from 54% to 58%.”

He goes on to cite learnings and how it has helped their ten-year Event Platform to start custom implementations. He ends with: 

“The future of enterprise tech is Software & Service. That’s what we are building for.”

We often talk about Software as a Service (SaaS) and forget about the service. This right here hits decision makers. It’s enough to make them change. And Jonathan (or a marketing exec on his behalf) could easily convert these long-form posts on LinkedIn into LinkedIn Articles. 

Building Off-Page SEO on LinkedIn

One of my favorite SEO tools is Google Alerts for my name, “Bridget Willard.” I set them for “as-it-happens” and “all results.” For the last couple of years, even posts on LinkedIn have been ranking and this helps me keep tabs of any mentions as well. 

A simple “Bridget Willard SaaS” search shows my website first, then my LinkedIn profile, then an article I wrote for BetterCloud – a SaaS Management Platform. Incognito results were similar. The BetterCloud article was number 5 in the SERPS with my X profile (3)  and Instagram profile (4) both ahead of it.

Warren Laine-Naida has consistently A/B tested publishing on LinkedIn versus his website. Every single time, these articles are on Page 1 of Google SERPs and his website version is “nowhere to be found,” he told me. Indeed, for the following set of articles, the LinkedIn one shows up as the second entry under videos for the phrase “boost visiblity in search llms.”

Oh yeah, articles on LinkedIn are indexed within 24 hours, too.

LinkedIn: Boost Your Visibility in Search and AI Search LLMs

Blog: Boost Your Visibility in Search and AI Search LLMs

You don’t always need people on your website. Especially when 44% of all Google searches are for brand names. When you are a SaaS founder or Freelancer, your brand is your name. You both want and need customers and investors to follow you.

Get Marketing That Works

I’ve been helping SaaS companies build a name for themselves in the B2B space since 2015. My company offers the perfect SaaS Marketing Package to help your internal team. And, if you’re ready to have your LinkedIn posts repurposed as articles on LinkedIn, we can certainly make time for you.

I’m always open for a quick sales call.

SEO best practices are still best practices. If you have a product company (digital or physical) don’t just rely on your product pages. You need a blog. 

It’s tempting to think blog posts are so 2013. Although with companies relying upon ChatGPT, Gemini, and other AI agents to write quick overviews and summary posts for (virtually) free, it’s surprising that product companies still don’t get it.

TL;DR: People searching for knowledge are sent to blog posts. People searching for action are sent to product pages.

Blogs Versus Short Video Dopamine Hits

Physical products like fashion and beauty heavily rely on influencers and affiliate marketing. Tech companies rely on affiliate marketing, too. Why? Other people market for you which means a lower cost for marketing and lower Customer Aquisiton Cost (CAC). 

Relying on other people to do the work can be a good thing. Until TikTok shuts down and you have no content on your own website.  

Snapchat introduced the short vertical video and TikTok capitalized on them – thanks to the pandemic. Short, vertical videos are now the new podcast. My Gen Z niece listens to TikTok videos with her earbuds for hours. 

“Are you watching them?” I asked. 

“Sometimes. I mostly listen when I vacuum and clean the apartment. Of course, you have to stop to swipe to see the next video.” (I’m surprised TikTok hasn’t changed that yet.)

Against biology (our eyes are made to scan right to left, left to right), every platform has this vertical, dopamine-inducing binge watch. Even LinkedIn has vertical video feeds now. (But that’s another rant.) 

Relying upon third-party platforms for your marketing is a scary place to be.

If Amazon’s bid to buy TikTok is accepted, it’s going to become the modern Home Shopping Network. How’s that going to change the user experience? Want to binge on commercials? Unlikely. TikTok will become as annoying as over GIF-ed, loud MySpace pages.

If Amazon's bid to buy TikTok is approved, it's going to become the modern Home Shopping Network.

— Bridget Willard (@BridgetMWillard) April 2, 2025

Do Blogs Still Work for Sales?

Yes. SEO best practices work as a whole to drive sales. Now, if your product pages aren’t optimized for PPC keywords, and you’re not running PPC ads, and you don’t have email marketing, and you don’t have blog posts to explain the why behind your products, then you have bigger problems. 

This is a good time to say that unless you’re tracking your leads, you really don’t know how to attribute those leads. And, first-click leads? Those don’t exist.

“Google is still sending the lion’s share of traffic… but even when they — or most of the platforms, for that matter — do, we can’t even see that traffic because of the flaws in attribution.” Amanda Natividad 

The Internet Runs on Words

Here’s another thing I say a lot: the internet is blind. Videos may have captions (or craptions if you don’t edit them) and photos may be beautiful, but search works from words. 

You still need customers. And how do you get customers to find the thing you just built if they don’t even know it exists? There’s no keyword research for terms people aren’t using. Keyword research is mostly for PPC anyway. 

I say this a lot on Twitter/X, LinkedIn, Facebook, and in videos. No one will search for you if they don’t know you exist. If you built a product no one knows exists yet (like the product by my new client Green Link), no one is searching for a baseboard for a chain-link fence. It just got patented, and the website went live in January 2025.

Do Blogs Still Work For Tech & SaaS Companies?

Yes, blogs still work for tech and SaaS companies. Now, if you’re a product company, you may be ignoring your blog in favor of product development, writing their pages and documentation. (I know you’re behind on documentation.) 

You’re super excited about this new tool or feature you built. That’s awesome. Do you hear us saying, “but why” when we read your tweet? What use case does this apply to? What problem does this solve? Why do I want a project management tool inside of WordPress? But Why?

Well-written blog posts translate product pages into sales copy that answers the why. You can’t just post on X that you created a new tool with the link to the product page and expect sales (with or without lifetime deals).

Blog Posts:

• Establish authority (author bylines matter)
• Stay fresh with regular updates (keep publishing)
• Align with search intent (know or do?)
• Get backlinks and mentions across the web (the hardest part)

ChatGPT Backs Up Long-Standing SEO Best Practices

In a (not surprising) recent study analyzing which pages ChatGPT recommends (by AN Digital in German), blogs and editorial content were cited as top choices for informational queries. 

The study by AN Digital found that if someone is looking for the best running shoes, they’ll be shown blog posts. If they’re looking for the best Nike running shoes, they’ll be shown a product page. What happens with Google also happens with ChatGPT.

SEO best practices haven’t changed. Modern SEO – being found in an AI search tool like ChatGPT  – means you need to feed the machine. ChatGPT recommends real content by real experts. If you want to show up in AI-generated answers, an expertly-written blog post beats a static brochure site with product pages any day.

“Because ChatGPT relies both on pre-trained data and real-time web access, SEO becomes critical in ensuring a company’s content is visible and usable by the AI.” AN Digital

Get Marketing That Works

I’m a marketing specialist in the SaaS space. That means easy onboarding for you. Let’s translate the features and specs of your product into compelling marketing copy for your blog. 

There are limited spots for my SaaS Marketing Plan.

I’m always open for a quick sales call to discuss your goals or get you on the waiting list.

Sources

• Thanks to Warren Laine-Naida and Joerg Geissler for bringing this German Study by AN Digital to my attention.
• AN Digital: Strategies to Optimize the Likelihood of Shops and Products Being Recommended by ChatGPT
• Special thanks to ChatGPT for the translation.

Instead of asking if you still need to blog in 2025, ask yourself if you still need customers in 2026 or if you still need sales.

Here’s the short answer: yes.

Yes, you still need a blog in 2026.

Yes, even though people are using AI to write (the school calls it plagiarism), you still need to write and publish on your blog in 2025.

Why?

Let me count the ways.

Oh and before this becomes way too hard to read, let’s agree that “blog” can be a verb meaning publish your writing. Blog is also the noun referring to the archive of articles you publish on your website.

And I may just say “write” instead of blog. I would presume you’re also publishing these articles on your website (aka blog). Sound good? Let’s go.

1. You write to establish yourself as an authority.
2. You write so people can validate you as a business/service.
3. You write to stay top of mind.
4. You write to educate your customer base.
5. You write to provide helpful tips for your existing customer base.
6. You write because your competition isn’t writing.
7. You write so you can be found on a search.
8. You write to rank on Google.

As another caveat, let me ask you a few more questions.

1. Do you print materials like brochures to give out?
2. Do you hand out business cards?
3. Do you have radio commercials or TV spots?
4. Do you have billboard or print ads?

If the answer to any of these is “yes,” then your website better deliver. (We’ll come back to “validate your business” in that section.

You write to establish yourself as an authority.

Regardless of the nature of your business, you need to establish yourself as the authority. This means ensuring your author profile says your name and has a bio. Yes, the byline matters when Google/AI are deciding what to show.

Are you a dry cleaner? Your website should help a consumer trust your business with their $500 suit. Are you a website designer? Your website should help a client choose you for their $2,500 website build. 

You’ve read it so many times you can probably guess that I’m about to say that people do business with people they…? Know. Like. Trust.

In a digital world where consumers are researching solutions to their problems way before you invented your plant trap (I so want one, thanks Instagram), you have to be trusted. Who do we trust? Subject matter experts.

No seriously, look at the Instagram account for Plant Traps by RailScapes. It’s pretty great and they have a blog. Or Sam & Louie’s Pizza in Corpus Christi. It’s real. Authentic. Pam Chavez cared enough to go to school and learn the trade. Her story is why my BFF and I eat there. Now, is she blogging? No. But she is creating content which is a start. (Always back up your video content with blog posts on your own site. You don’t want your IG account to get hacked and then you lose everything. But that really is another blog post.)

You write so people can validate you as a business/service.

Remember earlier when I asked if you hand out printed materials and or business cards? So people know your website because they met you at a mixer, say. They don’t need window blinds right now but they keep your card. You’re a nice enough fellow so when they decide they want shutters — who do they look up first? You. 

Your website has to back you up. In fact, your website is the best salesperson you’ll ever have. That is, if you maximize it. And you maximize it with your blog posts. Why? Websites don’t work 9-5. They don’t take vacations. Websites don’t call out sick (when you’re on a good host.) People can read and process the information on your website at their own pace. They can watch the videos. 

You write to stay top of mind.

As you think about all of the connections you’ve made over the years, how many people can you think of that you know are roofers? Go ahead. I’ll wait. How about a lawyer? I don’t mean Greg Hermann or Thomas J Henry. I mean a business lawyer. Oh yeah, there was that one guy who talked about LLCs back in 2021. But do you remember his name? Nope. Nada. Why? Because the interaction is gone.

Now, people tend to not subscribe to blogs anymore (the best practice is email marketing campaigns with Mailchimp, for example). 

People always ask me what they should post on social media. Blog posts. You should post links to your blog on your Facebook Page, on LinkedIn, and on X. You can even make a video out of your blog post with a service called Lumen5. I do it all of the time. 

You write to educate your customer base.

Educating your customer base is one of the most important reasons to have a blog. You want to clear up industry misconceptions, manage expectations, and have the customer closer to a yes by the time they call you. 

Educating your customers means you’re using the same vocabulary which makes communication clear. How many times can you think of when you thought you bought something but was delivered something else? Too many.

“I didn’t know I needed that!”

In roofing, for example, you never know if the plywood sheets need to be replaced until — guess what? — the roof is removed. So that conversation is had during the bidding process. Any reputable company will give you the per sheet price in that bid, if it needs to change.

This can also happen with a website build. “I just want a button.” Well, what does the button do? And are those services connected? And did you pay for the software? Getting on the same page is so much easier if you have articles and helpful FAQs on your website.

You write to provide helpful tips for your existing customer base.

If people are already customers, maybe they need help using your product. This is where Plant Traps does well on their blog. They’re doing presales work and giving ideas for current customers. If you’re providing an accounting service, publish articles so that your clients are ready for tax time. My CPA DiMercuiro Advisors does a great job with this (though I wouldn’t call it a “Learning Center”).

Green Cremation does this very well with aquamation here in Texas. They write articles about obesity and the cremation process, the process of water cremation, as well as a complete guide to natural burial. Things you might not know about until you need to know. And none of us want to talk about death – again, another blog post. 

You write because your competition isn’t writing.

Everyone wants to compete with their competition. Wait. That sounded weird. Every business owner thinks other businesses are competitors. And, they very may well be. But the truth of it is that consumers make choices based on variations we can’t always account for. Maybe your business is chosen because customer A only wants to support women in business. 

With that said, having an active blog on your website is a great way to stand out from the competition. To me, an active blog tells me that you’re in business. You’re not going anywhere. I won’t have to change service providers, find a new dentist, etc.

(But you haven’t published in forever, Bridget. I know. I was in a car accident in December and had 8 herniated discs. That was a lot of pain and quite a bit of treatment. I’m finally feeling like myself. Thus, today’s blog post. And two more drafts in my head.)

You write so you can be found on a search.

Where was the last time you searched for a product or service? Was it Google? Bing? Siri? Alexa? Yelp? Reddit? Pinterest? Facebook? Maps?

The truth is, our search intent has a lot to do with where we’re searching. For example, if we’re going out to eat and the restaurant is closed, we may open up Google Maps (my BFF is definitely opening up Yelp) to find a place nearby that is open now. If I’m watching a movie and just want to see where else I saw Chris Evans, I may just ask Siri.

Of course, you want to be found. But you may also be found on a search in X, a hashtag on Instagram, a job title on LinkedIn, or even on Facebook. 

Search doesn’t always equal Google.

You write to rank on Google. (This is the worst reason to blog.)

A lot of people believe that ranking on Google is the primary reason to blog. It’s not. Google’s search has been idiosyncratic for about a decade. Your search history frames the results that Google will show you. SEOs call this SERPs: Search Engine Results Page. Unless you’re in a private browser, your results will be different from Jack in Miami. 

Everyone forgets about Local SEO. Meaning, most of us search for things around us: dry cleaners, roofers, dentists, restaurants, movie theaters, bars, etc. And most of the time, we’re making a purchasing decision with that intent. 

Everything that you do in all of the reasons above has a cumulative effect on whether or not your website shows up on a search result for a user. 

Are you going to start writing now?

I hope the answer is a resounding yes. Send me your blog link. I’m happy to make suggestions. But the main thing is that you now understand that blogging isn’t a frivolous activity. Blogging is vital to the long-term success of your business. 

More Resources

• If you’re not sure what to write about, my Launch With Words FREE starter pack will give you 12 blogging prompts – right in your WordPress dashboard.
• 9 Simple Tips to Help You Get Your Website’s Pages Indexed Faster by Warren Laine-Naida
• The Only Online Marketing Book You Need for Your Small Business: Includes 8 Actionable Steps to Amazing Online Marketing by Warren Laine-Naida and Bridget Willard
• Blogging on Instagram: Engagement Writing on One of the World’s Best Social Media Platforms by Terri Nakamura
• The Value of Building a Personal Brand to Build Your Business by Rocket.net
• The Twelve Best Business Writing Tools and How They Can Help You Succeed by Grammarly