"If I Were the Head of Content" @ Helius Labs (Part I)
This is what I would do in my first 30, 60, and 90 days...
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“If I Were the Head of Content” @ Helius Labs (Part I)
This is a video series where I place myself in B2B SaaS & Web3 startups as their new Head of Content, and share with you what I would do in my first 30, 60, and 90 days.
Today, I’m covering Helius Labs.
Helius Labs are the remote procedure call (RPC) providers on the Solana network that helps developers build scalable solutions on the network.
In this lesson, I cover:
Why Helius needs to double down on social proof and case studies
How case studies convert prospects into paying customers
Why case studies will silence the haters and improve Helius’ branding
The educational benefits of case studies and how they support SEO organic growth
A real-world example of excellent case studies from Notion
Let’s get started.
(00:00) Introduction & disclaimers
(01:18) Website review takeaways
(01:28) My biggest recommendation: Social Proof
(01:35) Reason #1: Case Studies = Conversions
(02:33) Reason #2: Silence the $SOL Haters
(03:34) Reason #3: Lean on Community Branding
(04:16) "Built with Helius" takeaways
(04:54) Reason #4: Case Studies Educate Users
(05:47) Showcasing how Notion does case studies
(07:11) Reason #5: SEO Organic Growth
If I were the head of content at Helios Labs, this is what I would do in my first 30 days. Of course, before I get into it, I want to give a disclaimer that I know nothing about what Helios Labs is doing from an internal perspective. I am an external stakeholder. I have no access to any of their information, their processes, or even their business goals. So, when I share this, I share this very much so as an outsider. What I would really do in my first 30 days, obviously, would be to onboard and learn as rapidly as possible about the company and their goals and the things that they're trying to accomplish. And of course, then create a much more curated recommendation as to how we get started scaling their content marketing activities. However, I am doing this because Murt and I had a back-and-forth on Twitter, the CEO of Helios, where I was just asking, 'Hey, how can I start joining or contributing to crypto projects or web3?' I'd like to break into the space. I have 12 years of experience in B2B SaaS and marketing in general and so just wanted to sort of ask and he was very gracious and responded and basically was like, 'Hey, just start contributing, just start doing recommendations and start sharing your knowledge with everyone in the space.' So, this is sort of my first attempt at doing that, in particular with Helios Labs.
So, I reviewed their website and I think there's a lot of good and I think there's a lot to be improved, and a lot of opportunity for more. In particular, I think the biggest recommendation I have is around social proof and it's really twofold. Social proof, in particular in the form of case studies, is a very incredibly powerful bottom-of-the-funnel, i.e., where folks convert type of content that really highlights what the company does in a very selfless way. And so, social proof, in particular, KELOLAND dot studies are a very powerful mechanism. And they also allow you to repurpose that type of content across so many other assets whether it's literally on social media, email drips, whether it's one-pagers, whether it's other blog posts, whether it's content on the website itself. Like, when you tell your customers' stories, you are essentially doing selfless storytelling in a phenomenal way that positions your product as the background hero and places your customers as the forefront hero. And that is one of the most powerful mechanisms, in particular in content marketing, that enables folks to convert at higher rates.
Of course, there's a secondary reason for this that I would like to share, and in particular, it's around Solana. Solana seems to have a lot of commentary, in particular negative commentary, from other Ethereum users and things of that nature and just Twitter folks in general, just, you know, babbling away at some of the problems that they see or think that Solana has. And so, I think there's a world where for sure continuing to enjoy that narrative and clap back at folks on Twitter and social media in general is great for eyeballs and great to just have as part of your mix. But when you think about scalability and when you think about actually proving the haters wrong at a larger enterprise level, I think case studies do it better than anything else because you're highlighting the great work that's happening by your customers in a really meaningful way that you can't really argue against. Right? And so, when I was looking at their website, in particular, I was really excited at some of the branding, some of the languaging I think is really beautiful. I would say that's probably my third reason why I think it's important is because it felt like Solana and, in particular, Helios Labs, has a very community-oriented and inclusive type of language around their brand. And I think if we leaned on that more, you would only have heightened user case in that scenario for sure and probably positive PR from that.
Anyway, that's that. I like that there is some social proof here. We got some nice quotes from some really heavy hitters and some really important and big folks here in this space, so that's really cool. Obviously, a logo block, very standard stuff, and then you get into the pricing and all that cool stuff. I was very excited when I saw 'built with Helios' on their navigation cause I was like, 'Oh my gosh, yes, they know that this is important.' And yes, I will say this is a great starting point and a great launchpad. I mean, look how many beautiful logos are here. It is very overwhelming in a very positive way, how many folks build with Helios. And then I loved seeing this raw commentary about Helios Labs, like through, you know, X and other social platforms. Love, love, love to see this type of content and we could honestly use this across many other sides or web pages.
But anyways, this is great. However, it left me wanting more. Why? Because there's no actual case study. This is it. This is the only social proof that we have and although that's great, I wish I could read more about this because there's another element here, maybe there's a fourth reason why case studies are so powerful. It's because for beginners, especially right, content marketing in large part is based on education. Well, there is no easier way to consume what Helios Labs does, what it contributes to web3 and web2, and things of that nature, than having stories that clearly outline impact, value, and are engaging and entertaining in a way where I'm going to read the story and see more about what is happening with this product. So really, it's like it just hits on so many cylinders in a positive way to build that sort of case study rhythm and that content engine that I was talking about earlier.
And so, I wanted to give you sort of a clear example of one that I think is pretty good. Notion is pretty solid, right? So, they have this little again logo block, very standard stuff, they have it filtered by company size which I think is very interesting and cool, but then you just get hit with all of these case studies that are just really powerful and really thorough. And so, we think through this, here's the headline: 'So car's documentation helps engineers learn from each other.' Awesome. Decent headline. I think if it were me, I would sneak in some sort of power stat, right? Some high-level ROI impact number if possible, but if not possible, then that's perfectly fine. And then they kind of break it up into usually about five value pillars and like five reasons why it works. They have some nice graphics and stuff. This is pretty simple stuff right here. Right? This one's kind of a more lightweight version. Let me see. I know there's one where they also have video. So, I mean, come on, this is awesome. And this is the type of stuff that you could really do at scale as you continue improving the case study rhythm that you have, is start incorporating multimedia content. And then suddenly what happens with this is that you can chop it up because to do that, we're going to use it other places and it just kind of meaningfully showcases how, again, your product in a very selfless way is contributing to society and supporting folks doing cool things.
And so, maybe the fifth thing as to why I think the case studies would be sort of my first recommendation if I were the head of content at Helios Labs would be there's a lot of organic and SEO juice that you can get by, one, you have these, I assume these are images, right? So, we're losing a lot of SEO value and just, you know, ranking for these individual companies, but you can also supplement that by having individual case studies to where suddenly it's like helious.dev slash built with Helios slash bonk, for example. And then, boom, you now are starting to rank for the keyword bonk. And in particular, when it comes to a case study like that, like, you might even outrank them in other cases, like when they have case studies or things of that nature. And so, obviously, this is not necessarily to compete but certainly an opportunity to have more organic traffic driven by the tangential folks that you're supporting. Right now, you're probably not getting any organic juice or website hits based off of the folks that you're supporting, which is really unfortunate because clearly you have worked with very heavy hitters.
So yeah, that is my recommendation. If I were the head of content at Helios Labs, what would I do in my first 30 days? I would work on getting a case study content engine started and ripping and scaled as fast as possible. Alright, thank you. That's all for today. If you have any other startups, web3, crypto, or any other business that you'd like me to see or that you'd like to see me review and give this type of feedback to, just drop it down in the comments or DM me and I'd be happy to do that. Thanks."
Thanks for reading,
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