Podcast
Content Blocks
Hosted by Joe Michalowski · EN
Content marketing isn't just a channel anymore—it's the engine driving the entire marketing landscape, especially in B2B SaaS. Welcome to Content Blocks, the podcast designed specifically to unpack this monumental shift and equip early-stage SaaS startups with actionable strategies to build powerful content foundations.
Hosted by Joe Michalowski, Content Blocks is your go-to resource for navigating the rapidly evolving world of B2B content. Why early-stage SaaS? Because that's where content truly shines:
Dense Subject Matter Expertise: Early-stage SaaS companies often possess unmatched depth in niche topics, creating ideal conditions for high-value content.
Focused Audience Targeting: A narrow Ideal Customer Profile (ICP) means content can be precisely tailored, ensuring it resonates deeply rather than broadly.
Immediate Impact: With fewer moving parts, early-stage startups see direct results from their content efforts, making every strategic decision count.
Each episode of Content Blocks is crafted to provide clarity, inspiration, and tangible insights. You'll find:
Solo Episodes: Joe breaks down core elements of building a content strategy from the ground up, providing clear frameworks and practical advice.
Guest Deep Dives: Industry experts and fellow marketers join the conversation to share real-world experiences and tactics for making meaningful progress.
Hands-on How-tos: Occasionally, Joe shares his screen to walk you through the tools, workflows, and systems that make successful content marketing happen.
Whether you're a founder, marketer, or content creator in the SaaS world, Content Blocks offers fresh perspectives and actionable guidance you can immediately apply. Follow along to transform content from just another marketing activity into your startup's most powerful growth driver.
You can catch every episode in audio wherever you listen to podcasts, or watch the full videos on YouTube. Have questions or want to dive deeper into content marketing? Connect directly with Joe on LinkedIn or reach out via email at joe@joemichalowski.com.
It's time to build something remarkable—one content block at a time.
9episodes
Episodes
Newest firstAll episodes
How to build a SaaS brand strategy that actually sticks (with the DRMG team)
May 1, 202500:43:25Tap to summarizeIf your product is different, your messaging should be too. But most SaaS companies still sound the same.In this episode, Joe sits down with Dustin Robertson and Mike Geraci, partners at DRMG and architects behind standout SaaS brand strategies like Mosaic’s. They unpack the difference between category design and traditional positioning, explain why it’s critical to anchor your messaging in human outcomes, and walk through DRMG’s RISE framework—from research to go-to-market execution. Whether you're building from scratch or rethinking your narrative, this episode offers a practical look at how to make your brand actually mean something.What We Cover:Why most SaaS messaging feels the sameWhat “category strategy” actually meansThe RISE framework for building meaningful messagingHow to uncover the human problem behind the business problemWhat makes a strong internal manifestoHow to know when your strategy is workingAbout the Guests:Dustin Robertson and Mike Geraci are co-founders of DRMG, a brand strategy firm for B2B SaaS companies. They’ve helped companies like backcountry.com, drip.com, and Mosaic stand out in crowded categories.Resources & Links:Check out DRMG: https://www.drmg.coListen to The SaaS Brand Strategy Show: https://podcasts.apple.com/us/podcast/the-saas-brand-strategy-show/id1586314229Connect with Dustin: https://www.linkedin.com/in/dustindr/Connect with Mike: https://www.linkedin.com/in/geracimike/Stay Connected:Work with Joe: https://calendly.com/joe-joemichalowski/content-strategy-chatFollow on LinkedIn: https://www.linkedin.com/in/josephmichalowski/
Transcribe →Concepts eat gimmicks for breakfast
Apr 29, 202500:13:04Tap to summarizeIn this episode, we dive into the problem of B2B marketers trying to copy the success of content programs and series like Hot Ones.We look at the difference between gimmicks and concepts. And then look at the ins and outs of what makes the Hot Ones concept so successful. Originality, creativity, and enthusiasm all play a role. But you don't need a Hot Ones level concept to succeed. Take lessons where you can and come up with a program that works for you.(And if you just want to do a Hot Ones copycat for fun one time, have at it.)
Transcribe →Barebones SEO fundamentals
Apr 24, 202500:11:43Tap to summarizeIn this episode, Joe shares insights on the right approach to SEO for companies that are just beginning. Key points include understanding the levels of SEO investment, the importance of laying a solid technical foundation, prioritizing bottom-funnel keywords, and building a comprehensive content strategy. Joe emphasizes that while advanced SEO tactics are often showcased by experts, they may not be appropriate for startups or new companies. Instead, focusing on the basics, ensuring the website is indexable, and creating relevant, conversion-oriented content are crucial first steps.00:59 Understanding the Basics of SEO03:07 Technical SEO Fundamentals06:41 Prioritizing SEO Efforts: Bottom to Top Funnel09:29 Building a Content Strategy
Transcribe →The content snowball
Apr 23, 202500:09:50Tap to summarizeIn this episode, Joe Michalowski discusses the concept of 'content snowballs' in the SaaS industry, emphasizing the importance of long-term content strategies over immediate results. Drawing on insights from Jay Clouse's Creator Science podcast and an interview with James Clear, the author of 'Atomic Habits,' Joe explains how the visible success of a campaign or piece of content is often the result of consistent effort and planning executed months or even years in advance. The episode covers why leadership teams often misunderstand the role of brand awareness and the cumulative impact of content efforts, stressing the need to commit to ongoing content creation to achieve lasting growth and recognition. Joe also shares personal anecdotes, including the challenges of explaining content ROI to leadership and the success of Mosaic's organic search results driven by consistent content efforts.00:00 Introduction: Creating Content Snowballs02:07 The Concept of Content Snowball04:02 Challenges in Measuring Content ROI05:14 The Importance of Consistency in Content Creation07:17 Real-World Examples and Final Thoughts
Transcribe →The 4 types of input engines for quality content at scale
Apr 22, 202500:16:09Tap to summarizeIn this episode, Joe Michalowski discusses the crucial role of quality inputs in creating impactful content, inspired by a Stephen King quote. He recounts his own journey from a novice freelance writer to a seasoned content creator, emphasizing the importance of gathering valuable insights. Four primary strategies for building robust input engines are explored: leveraging personal experience, tapping into internal expertise, developing a podcast network, and creating a contributor network. These methods provide a comprehensive approach to amassing the necessary knowledge to produce high-quality content at scale.00:00 Introduction: The Importance of Inputs00:41 My Own Content Start03:59 Building Your Input Engine: Personal Vault06:13 Internal Brain Trust: Leveraging In-House Expertise09:15 Podcast Program: External Insights10:57 Contributor Network: Crowdsourcing Content13:50 Conclusion: Integrating Input Systems
Transcribe →The 80/20 rule of Jon Hamm (and content)
Apr 21, 202500:07:30Tap to summarizeThis episode discusses Jon Hamm's career post-Mad Men and draws parallels to effective content marketing strategies. Despite perceptions, Hamm has been consistently working in various roles. Using Hamm's career as a metaphor, the talk emphasizes the importance of the 80/20 rule in content strategy—highlighting that while big, splashy moments (20%) are valuable, they must be supported by consistent, ongoing efforts (80%) to truly drive success. Key advice includes organizing content around consistent themes and ensuring continuous delivery across various channels to maintain momentum and relevance.00:00 Introduction: The 80/20 Rule of John Ham02:04 The Concept of Lightning Strikes in Business03:17 The Importance of Consistent Content03:59 Practical Tips for Content Strategy06:42 Conclusion: Be Like John Ham
Transcribe →A never-ending ideation exercise
Mar 28, 202500:24:16Tap to summarizeJoe Michalowski addresses the common concern of content marketers: "Do we have enough content?" He outlines a systematic approach to ideation, helping marketers continually generate strategic content by focusing on audience pain points and responsibilities.Key Discussion Points:00:00 Introduction and Episode Overview00:13 Is there such thing as enough content?01:58 Foundational ground rules for content ideation08:14 Day-in-the-life exercise for ideation13:19 Generating primary topics for ideas17:59 Turning pain points into content ideas20:32 Recap and final thoughtsMemorable Quotes:"Content strategy does not equal your LinkedIn posting strategy.""Repeat with intentionality, not just because you think there's nothing new to say.""If content is for everyone, it's actually for no one."Enjoyed the Episode?Subscribe to Content Blocks on your favorite podcast platform.Connect directly: joe@joemichalowski.com
Transcribe →Simple ways to approach positioning and messaging from a content seat
Mar 21, 202500:16:35Tap to summarizeI explore the critical overlap between content marketing and product marketing, focusing specifically on positioning and messaging. Discover a straightforward approach for content marketers to quickly build effective positioning and messaging frameworks, even when official documentation is lacking.Key Discussion Points:02:36 Building positioning and pessaging from ccratch04:10 Key questions for effective content positioning09:27 Understanding the Pain-Claim-Gain framework11:14 Applying messaging frameworks to all contentMemorable Quotes:"If you dive headfirst into content creation without nailing down your positioning and messaging, you might waste a lot of time and energy.""Everything you're doing when asking these questions is trying to get to the heart of the company's positioning. Whether you realize you're doing that or not, you're probably pretty good at it already.""If positioning is what you say about your product or your brand, messaging is how you say it."Referenced Resources and Links:T2D3 Growth FrameworkStijn Hendrikse’s Pain-Claim-Gain frameworkApril Dunford’s Obviously AwesomeFurther Reading & Related Episodes:Upcoming Interview with Brian Martell (Product Marketing Insights)Upcoming Interview with DRMG (Category Creation & Early Branding)Enjoyed the Episode?Connect directly: joe@joemichalowski.comFollow on LinkedIn
Transcribe →Trailer: Introduction to Content Blocks
Mar 15, 202500:05:00Tap to summarizeYou've found Content Blocks! However you made it here, I'm thrilled to have you. This is just a quick 5-minute memo from me where I introduce the idea behind Content Blocks, why I'm planning to focus on B2B SaaS content, and what you can expect from episodes moving forward.As a quick introduction of myself, my name is Joe Michalowski and I've been creating content for B2B SaaS companies for over 10 years. A lot has changed, but there's really nothing I love more in my career than consistently creating content that is deeply appreciated by an audience.I was lucky enough to do that as part of the marketing team at Mosaic.tech, joining pre-Series A when the website was barely a month old and leading all content efforts as the startup grew to $10M in ARR and a Series C.I learned so much on that journey and met so many incredible marketers (and finance folks) along the way.Now, I'm working independently, consulting with B2B SaaS startups to build brand-defining content engines.If that's interesting to you, check out www.joemichalowski.com for info about services I offer. Or just shoot me an email at joe@joemichalowski.com if you have questions!Thanks again for finding Content Blocks. Hope you enjoy the ride!
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