"If I Were the Head of Content" @ Helius Labs (Part II)
With Solana's inevitable growth, Helius can position themselves to enjoy massive organic growth if...
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“If I Were the Head of Content” @ Helius Labs (Part II)
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:
How to build a “run-the-business” content engine
Understanding SEO, ICPs, and SEO-led content
Conducting an SEO health audit
Catalyzing long-term growth
Becoming the Resource Hub for your ICP
Let’s get started.
(00:31) Part I Recap: Case Studies
(00:56) Part II Intro: "Run-the-Business" Content
(01:53) Two Things to Consider: SEO & ICPs
(02:16) Web 3 Ecosystem Overview through SEO Lens
(03:33) What is SEO-Led Content & Why Does It Matter?
(04:11) Conducting an SEO Health Audit
(05:23) Long-Term Growth Opportunity
(06:27) Conducting an ICP Exercise to Identify Our Superconsumers (h/t& )
(07:55) Bad Example of SEO-Led Content
(08:47) My Content Marketing Beliefs and Experience as a Full-Stack Content Marketer
(09:11) Good Example of SEO-Led Content
(10:00) Key Takeaway: Becoming the Resource Hub for your ICP
If I were the head of content at Helios Labs, this is what I would do in my first 30 days, part 2. I'm really excited about the reception I got for the first part of this series and the first video of this series in general. Everyone was very supportive and kind and gave me a ton of positive feedback on what I shared regarding the opportunities that Helios Labs had to maximize and capitalize on organic growth using content marketing.
So, if you weren't there for the first video, basically what I recommended was that Helios Labs create a content engine specifically that creates case studies on a consistent basis to highlight their incredible customers and all of the incredible work that they're doing within the Solana ecosystem by using Helios Labs' products like their RPC nodes, APIs, webhooks, and all of their developer tooling. That was part 1.
For part 2, I'm very excited to talk about "run the business" type of content. And what I mean by that is news. We can't just go into an org and start creating content engines that push out content for the sake of it. A lot of the times, content marketers will go in-house, they have a predetermined playbook that has worked in different organizations, they come in, and they just want to set those things up. I very much so do not subscribe to that belief. In fact, I believe every organization has very specific needs that you need to be very careful about thinking through when you're creating these sorts of content engines. So again, I say this very much so as an external stakeholder, not knowing what their goals are or some of these parameters, but either way, these are the fundamental tenets and the ways I would approach how we create "run the business" everyday type of content for Helios Labs. The two things that I would think about above all are one: SEO-led content, and two: ideal customer personas, and marrying those two together to create a content engine that is creating content that not only drives organic traffic but is actually repurposable and useful for their already existing customers.
Before I get into that, let me give you a quick overview of what I believe this ecosystem looks like today. And when I'm talking about the ecosystem, I'm talking about actually crypto and web 3 in general. The thing about crypto and web 3 is that, to this day, somehow it is still not a mainstream concept, other than during bull runs, for example, when people are searching for individual coins, mostly like Bitcoin and things of that nature, in order to capitalize on that opportunity, and then they leave. Who is left, whether during a bull run or during a bear market, are those who are real enthusiasts and those who are real technical folks who understand this and who are a part of this community because they believe in the potential of crypto on web 3, much like we all are. So that means to me, there is going to be very low organic traffic opportunities from an SEO perspective to have parabolic growth. Now of course, we can have parabolic growth if we wanted to have that as a vanity metric, and we start targeting words like Bitcoin and Ethereum and all those things, and there's some value to doing that. However, knowing Helius Labs works within the Solana ecosystem specifically, I would actually propose that we keep it kind of tight and we actually focus on the things that we actually do.
So, let me explain what SEO is real quick for those who don't understand. SEO is search engine optimization, right? And the basic premise of this is to create web content that satisfies search engines so then when someone searches for that type of query, your content is right at the top, they click on it, and that starts generating organic traffic into your website. With good on-page SEO and good on-page conversion points, they start going deeper into your website, they start learning more about you, and they either become paying customers or they become evangelized marketers of your brand, or both. So that's the general premise of SEO-led content.
The first thing that I would do is conduct a quick SEO health audit. I did one very briefly on Semrush the other day and recognized and saw that there's very little organic traffic being driven to Helios Labs today. In particular, the keywords that they're ranking for in the top 5 include things like Helios Labs and Helios. So clearly, to me, it's a very clear indication that they are not focused on organic traffic, and that's perfectly okay. I think they're like 6 months to a year old, and so this is, I think, the opportunity that we have available to us, is to just start setting up a few of those parameters. And a few of those parameters not only include creating SEO-led content like blog posts or feature pages or just web pages in general that are targeting specific keywords but also creating a keyword mapping exercise where we know exactly the top keywords we need to be ranking for on each specific page of the website. That way, again, we're infusing all of the on-page SEO things like meta descriptions, title tags, and all those things. I would just clean up again to ensure all of those things are well-oiled and are setting a good, really healthy foundation for the website today.
Because what I am a big believer in is whatever web 3 or crypto company takes this seriously today is going to have very high returns on their investment later in the future when this inevitably goes on a bull run and Solana is blowing up, and everyone is searching for this, everyone wants to build on Solana, everyone wants to use these products. Well, if we're doing the work ahead of time before any of these keywords are actually popping up on SEO tools as having organic traffic, when they do because we can anticipate what things people would search for based off of our product at Helius, then it will automatically mean that you are a top ranker in the future when folks start coming in. So it's a very great short-term and long-term play. So the question I think becomes, well, that depends on if this goes mainstream and if there's a bull run. And I would say you're wrong because the second part of this recommendation is the ideal customer persona, or the ICP.
For the ICP, I would actually conduct an internal exercise where we understand and uncover who our super consumer is. I would choose one at this stage. And by that, I mean based off of all of our paying customers, who are the most evangelized? Who are the ones who always use our features, who always give us feedback, who always give us public praise, who is always on our side? When we figure out those demographics and those psychological traits that create this ideal customer persona, then we can start thinking about, okay, what is the SEO-led content that can help us inform, educate, evangelize, and basically convert these users into paying Helios Labs customers? Now what that does is not only are we now satisfying search engines by creating content that very much so drives organic traffic, but also what it does is it allows us to be creating consistent content that not only does that but allows us to repurpose it in a very useful and meaningful way for our ideal customer personas. That way, we are continuing to feed that monster and feed that engine and allow for folks to continue coming in and being adept at using the product that we need to use in regards to Helious.
So, a very clear example of good and bad. A very bad example of doing this would be something like, 'Hey guys, I see you have no organic growth in, I think we should start targeting keywords like, I'm just making this up, right, but like Bitcoin and Ethereum because you know, these have the highest search volumes in, you know, SEO tools like Semrush. So we should be writing a blog about Bitcoin and why Bitcoin is going to go to the moon and whatever.' Sure, that's great. That's the vanity piece, right? You're going to attract those everyday users who are clicking, 'Can Bitcoin go to the moon?' They find your blog, great, now they're on Helius.dev, they're reading your blog, they have no freaking clue what you do, no idea, they don't care to find out, they're not going to do anything, they're going to bounce out, and that's it. Perfect, yes, great, we're going to rank for certain keywords, we're going to have organic traffic, excellent, that looks great, but it's not actually moving the needle for the business. Remember, my big thing as a full-stop content marketer is creating content that moves the needle for the business. That is how I've been able to 5x SaaS in 2 years and 2.8x a B2B company in 1 year, okay? So those companies were 10 million to 50 million and 90 million to 250 million respectively, all through organic content marketing. You can check my resume, I'm not lying.
Anyways, then the first example, or the good example, is if we do the SEO and ICP combined. Right? Now we're creating content that maybe has less search volume hits and we're getting less organic traffic, but at least it's more targeted traffic. And again, not only are we getting targeted organic traffic that is more likely to convert, but we can start repurposing that content across the board, whether it's on X, whether it's on email drip campaigns, whether it's on YouTube, whether it's on Instagram, whatever it is, we can start repurposing this stuff, and it allows folks to really start learning, educating themselves on how to use Helios Labs products, and ultimately become the next paying customers and builders.
Now, to cap this all up, the main premise of why I recommend us doing this, beyond the SEO growth and beyond satisfying the ICPs and converting, is because the general umbrella of why I want to do something like this at Helios Labs is because what everyone needs to do in their respective business when it comes to content marketing is to become the pound-for-pound, non-negotiable, undeniable resource hub within their category for their ideal customer profiles. Let me say that again: you have to be the top resource hub for your ideal customer persona within your given category. If you can do that, you will absolutely win both in the short term and in the long term. And that is my recommendation of what I would do if I were the head of content at Helios Labs in my first 30 days, part two. Thank you for your time.
Thanks for reading,
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