Are you a B2B SaaS company, trying to figure out the frequency of publishing blog posts for optimal SEO performance? The short answer is it doesn't really matter to Google what frequency you publish on as long as you publish something on a consistent basis. Creating a content calendar is mostly helpful for you to:

1. Build a habit of posting content consistently
2. Project performance into the future
3. Ask your team for more resources for faster impact

In this post, you'll learn about the importance of an SEO content calendar, how often you should publish blog posts, and how to create a content distribution plan. We'll also walk you through setting up a content calendar in Notion using Calendar View that my co-founder Edgar, showed me how to put together.

## How often should I be posting content as a B2B startup?

Post something consistently every week. That's it.

There's no hard and fast rule about the number of posts you should absolutely write, it's mostly a good habit to build to post something. If you publish nothing, the results unsurprisingly, will also be non-existent.

**I recommend starting with writing and publishing one post a week** and then look to find ways to increase the production by either opening up more time in your calendar or hiring new writing resources.

As a Marketer at a growing startup, I find that it helps me to keep my days structured by having an activity each day of the week for the post I'm writing:

- **Monday:** I spend the day to researching the topic and drafting an initial skeleton of the post.
- **Tuesday:** I finish the draft and look to polish by adding images, quotes. I also put it out live on the blog.
- **Wednesday:** I repurpose the post into short form with a great hook to post on social media
- **Rest of the week:** Continuing to promote the post in the in-house newsletter, posting on Linkedin, Twitter, and relevant Slack communities

## What is the minimum number of posts I need to start seeing results?

20 is the number. It's very difficult to see any real SEO impact before there's at least 20 pages on your domain. We have seen this over and over with our customers where they have only one or two pages and they only rank for branded queries.

I would try to get 20 as fast as possible and then have a more consistent publishing schedule as described above.

For Engyne's Blog, I spent a full month only doing content to get to that number and then switched to 1 a week.

## How should I prioritize what to write?

Of course you can't write everything at once. You need to pick the highest priority blog posts to write first. We highly suggest starting with [bottom of the funnel content](https://blog.hubspot.com/marketing/content-for-every-funnel-stage) first. This might include:

1. Head to head competitor pages: \[YOUR BRAND\] vs. \[COMPETITOR\]
2. Alternatives pages: 6 Alternatives to \[COMPETITOR\]
3. Review pages: \[COMPETITOR\] review

Since a prospect is highly likely convert at bottom of the funnel, starting with these topics first means you can book some revenue from SEO early. Top of the funnel might get you a lot of traffic but those folks might not be looking to convert right away.

## Create a Content Calendar in Notion

A content calendar is the best way to organize yourself. Track what blog posts you are going to be publishing and when. This helps to build the habit and align your team so you can distribute effectively.

Notion has a great Calendar View UI that provides an intuitive interface to help you plan, organize, and track your content. You can set deadlines, assign tasks to team members, and add notes or comments. It offers a bird's eye view of your content strategy, making it easier to spot gaps, identify opportunities, and stay on track.

![A put together content calendar in Notion](https://s3.ca-central-1.amazonaws.com/launchman/njk7aj_image.png)Here's you can set up one for you:

### 1\. Create a Calendar View DB in Notion

Create a new project in Notion with a Database that has a Calendar View. You can access with by pressing `/` on an empty page.

![Calender View Database In Notion](https://s3.ca-central-1.amazonaws.com/launchman/l2ndhc_CleanShot-2023-12-04-at-16.02.13@2x.png)### 2\. Add additional properties to the DB

You can add/edit/remove properties to the DB to get a more granular control over your team's writing process. Add new properties to manage title, publish date, and assigned write.

![A sample entry in the Notion Content Calendar](https://s3.ca-central-1.amazonaws.com/launchman/0294jb_CleanShot-2023-12-04-at-16.08.21@2x.png)### 3\. Update status as you go

As you progress, update the status of each post - is it in research, drafting, editing, or has it been published to let your team know of the progress.

## Next Steps

Remember to take a more balanced approach to writing SEO content. You don't want to a ton of work, burn your self out and never post again. It's more a marathon than a sprint. With a well-structured content calendar and a systematic approach to content creation and distribution, you're already a step ahead!

1 post a week is the recommended frequency to produce SEO content for your startup. Here's how you can use Notion to keep track of your content calendar.

SEO Content Calendar: How Often Should You Publish Blog Posts for your B2B SaaS?

The #1 reason most startups fail is because they can’t find a reliable way to get customers cheaply.

Marketing is not a skill you can pick up overnight from a Youtube video. The best marketers learn by doing over many many years.

We want you to win. We also don’t want you to waste your time. Ideally you get 95% of the learnings in 6% of the time. That’s why we wrote this blog post. Edgar and I have distilled our 5 years of learnings on Growth for startups into a single place for you.

By the end of this, you will understand step by step:

- If SEO is right for you
- How Internet’s most successful companies are content juggernauts
- How to build a scalable SEO strategy for yourself
- What content to write
- How to run SEO experiments and determine if it’s worth doubling down

This will become your SEO handbook as you 10x your company over the next year (Just remember us okay!).

By the way, we recently did [a webinar on this here if you like to watch videos instead](https://youtu.be/wsy6JXoD29Y).

## Is SEO worth it?

[monday.com](http://monday.com) gets 1.1M organic traffic ***JUST*** from Google every month.

Their base plan is $15 USD/month and customers stay on average for 6 months.

If we assume a max of 1% of people convert on a blog post:

> 0.01 \* 1.1M = 11K

\~11K people convert!

> 11K *15/mo* 6 = $990K/mo

[monday.com](http://Monday.com) potentially gets (estimated) $990K/mo worth of new business every month. That’s absolutely *INSANE*!

And guess what? There’s no repeated cost to this. Once the content is written, you update it once a while 🤯

So, what do you think? Is it worth it? 😄

If yes, continue on and we’ll show you how to get a piece of this ginormous SEO pie.

## Is SEO right for you?

Before starting, think to yourself:

- Have you made at least $2K revenue from your product?
 - SEO takes time to start up so if you are below $2K you should be looking at other channels first.
- Does my customer turn to Google to find the solution to their problem as their first step?
 - Is there a clearly defined query they might type in?
- Do you have some unique insights, information, expertise to share on the topic that someone will find value in?
- Do you have a clear product to sell?
- Can the customer convert and use your product in a self-serve way today?

If your answer is no to any of these, I would invite you to try and find a different growth strategy to bring in new customers - cold outreach, social media posts etc. are all good candidates.

Now that you’re ready, here’s the mindset I want you to move forward with:

1. **Always be “customer-first”**: Write what your customer would be delighted to read, not what Google expects of you. If you write what people want to read, Google will eventually catch up.
2. **Don’t expect big results right away:** It takes time to build authority around a subject for Google to start sending you relevant traffic. I promise though, this speeds up as the time goes on.
3. **Be prepared to put in the work:** This is not a magic pill. You will have to put in the time to brainstorm, plan, write (repeat) to keep the content wheel moving. No, you cannot use ChatGPT to just publish articles automatically and call it a day.
4. **Be able to write:** Writing is a key component of SEO. You don't have to be the next Shakespeare, but you do need to be able to write clearly and effectively. If you struggle with writing, consider hiring a copywriter to help you out.
5. **Approach SEO like a product:** Once you have a working model, look ways to automate, scale, just like you would a product.
6. **Be willing to learn and adapt:** SEO will evolve and what works today might not work tomorrow. Adapt as needed.

## SEO is an exponential customer acquisition channel for startups

1. **Cheap customer acquisition cost:** Once you write content and it ranks, that’s it. You don’t need to spend more money.
2. **Exponential growth:** If your n+1th ranks well, it will lift your entire domain and the n previous posts.
3. **Good content is a legitimate MOAT**
4. **Repurpose written content into many formats:** Written content can be reformatted to be social media posts, scripts for your Youtube channel, extra material for your sales call, and more.

## Structure your domain for success

Since you’re running a SaaS startup, you definitely a dynamic web app that your users use. Dynamic web apps do not get indexed by search engines.

This is because they want to see the **same URL** showing the **same content** every time so that they can understand what the page is talking about.

A dynamic web app, by its very nature, is dynamic - no bueno.

This is how your domain should look:

1. [app.mywebsite.com](http://app.mywebsite.com) = Your dynamic web app
2. [mywebsite.com](http://mywebsite.com) = Static Landing page
3. [mywebsite.com/blog](http://mywebsite.com/blog) = Static blog posts

### Use the right tech stack

- App site: React, Bubble, Next.js
- Marketing site: Framer, Webflow, Next.js
- Blog: Next.js, Engyne, Webflow CMS, Framer
- Analytics: Plausible, Fathom
- Performance: Google Search Console, Ahrefs/SEMRush

## Planning Content

> Think in terms of topics, and not just keywords.

Let’s get into the meat of how to create a content pipeline that never dries out.

Writing good SEO starts with picking good topics to write about. Here’s my proven framework to planning content for a product:

1. Gather ideas from the Internet
2. Publish your first 20 posts
3. Measure what’s working and what’s not
4. Double down using SEO tools

We’re going against the grain here so bear with me. I want you to forget everything you’ve heard/read about keyword research, backlinking etc., for a little bit and focus on only writing base level, helpful content that’s hyper related to your niche.

Start by creating a page full of content ideas. Here’s 5 ways to do so.

## Here’s 5 ways to come up with content ideas

### 1\. Go old school pen & paper

We are going to start from your customer. Take a piece of paper and brainstorm:

- What are the common problems your customers run into?
- What do they want to achieve?
- What kind of tools they use?
- What kind of people do they follow?

### 2\. Use Google

1. Search on Google the kind of query you want to rank for
2. Note down all the query autocomplete
3. Look at all the “People Also Ask”

### 3\. Use Answer The Public

The fine folks at [Answer the Public](https://answerthepublic.com/) have intelligently scraped all the common questions people ask about a particular topic. Use it to quickly gather a list of potential topics to write about.

### 4\. Live on Reddit

People regularly use social platforms like Reddit and Twitter to talk about their problems, issues with their current workflow, best practices. It’s a goldmine of content ideas if you’re looking in the right places.

For example: If you’re selling a CRM product, this search results page could be synthesized into these posts:

- Why you should have CRM for your sales pipeline?
- Organize your life: The ultimate guide setting up a Personal CRM
- How to create a CRM in Google Sheets (+ Template)
- How to build a simple CRM using Power Apps (+ best practices)
- 6 Steps to Streamline Your Content Creation Process with a Content Creator CRM

> Pro Tip: Use [subredditstats.com](http://subredditstats.com) to find the top posts for a given Subreddit quickly

### 5\. Look at your competitor’s blogs

This is an easy but powerful one. Take a look at your competitor’s blogs and see what they are writing about. Use that to inform your first few posts.

# Writing Content

Stuffing keywords into every corner of the page would be the wrong way to go about writing a good blog post.

Remember that the ultimate litmus test of if your post is good or not is people find it helpful.

Google knows how to measure this: they see when a searcher looks at your page, scrolls for a bit, presses back, and goes to the second link. This is considered a negative signal, meaning it didn’t the searcher enough information to satisfy their query.

In other words, don’t try to cheat the big G.

---

Once you have a topic to write about, it’s time to do the dirty work.

**1. Understand Search Intent**

Search Intent is understanding what kind of information the user is looking for when they do the search. For example - “best sales crm” could either be somebody looking to find an information page with a list of the best Sales CRM tools that are out there or a pricing page for a good Sales CRM tool.

Easiest way to determine which one of the two it is is to Google it, and see what Google deems worthy.

In the case of “Best CRM Sales”, it should be a listicle that compares the top Sales CRM tools in the market.

**2. Write an Outline**

Next, gather an outline of headings, subheadings, and bullet points on what you want the post to cover. To come up with a good content outline, once again look through the top results and see where you can expand more or come up with a unique perspective. Also use the “People Also Ask” section and add it into your post as a subheading.

**3. Write the Post**

Here’s comes the hard part - write. Whether you expand your outline by hand or use an AI tool like Engyne, Jasper, or ChatGPT, you have to write a good post - something that actually gives a decent answer to what the searcher is looking for.

**4. Add Meta Tags**

Make sure to add the meta tags - Title, Description, Image to your post. Use [this tool](https://engyne.ai/tools/meta-checker) to verify that everything looks good.

- Title should be between 30-60 chars long
- Description should be less than 160 chars long

## Distribution

Since your domain is new, Google won’t kick in for a few months. You have to kickstart the distribution yourself. Over time, this will drive itself. To effectively distribute:

1. Pick 1 platform where your target audience lives: Linkedin, X or Reddit
2. Aim for 0 click content. Provide 90% of the value upfront. Invite people to click the link for the rest of 10%.

![The right and wrong way to share your post on X](https://s3.ca-central-1.amazonaws.com/launchman/l9xmkh_image.png)\## Measuring Conversions

Now that you’ve published some content, let’s set up some Analytics. We will set up:

1. Plausible
2. Google Search Console

## Set up Plausible

First thing we need is page view analytics - how many people are coming onto the website and what pages are the reading the most?

Google Analytics is crap - it gets blocked by ALL adblockers so you don’t get the entire picture and it’s insanely difficult to get any insights out it. Install [Plausible](https://plausible.io/) on your domain instead. I’ve been using it more than 2 years now and I absolutely LOVE it. Look at how simple the report is.

### Install Plausible

1. Sign up at [plausible.io](http://plausible.io)
2. Follow the instructions to add the tracking pixel to your site

## Set up Google Search Console

Google Search Console is the source of truth about how many people are coming to your site and what they are typing in the search bar to get there. This data is the holy grail of SEO.

### Configure Google Search Console

1. Sign up [here](https://search.google.com/search-console/about)
2. Add your website

This next part is important - just let it sit for 30 days and then come check.

SEO for B2B SaaS: 0 to 1 guide to growing your startup for early stage startups

SEO for B2B SaaS: How to get started for early stage startups

Lied to, cheated on and unsatisfied. That's how I feel every time I read an AI-generated blog post.

Everyone wants to write with AI but very few, want to actually read it. None want to share it on their personal Linkedin, Instagram, Twitter. That's the problem. Marketers want to believe that scaling content is the best way to capture more revenue but it's more about scaling good content, not just any content.

Here's the thing: I've read hundreds of AI articles in the last few months and if you think people can't tell, let me make this clear: they can. Readers have a high BS detector and it runs extraordinarily high these days.

Instead of trying to please the Google algorithm, I would look to please the reader instead. If the reader is happy, Google is happy.

The consequences of writing only AI content is real for a new startup like yours. It destroys trust with anybody that touches your brand and it pushes them to second guess what you stand for.

The best way to [get your 1000 true fans](https://kk.org/thetechnium/1000-true-fans/) is by sharing something of value: real insights, real experiences, real how-tos. AI can help put these together but it shouldn't be taken over by it.

Don't get me wrong: I don't think our precious Internet will flood with spam overnight. Spammy content was always around and always will be. What I present here is an opportunity. An opportunity to stand out in the sea of sameness with your true authentic brand that treats people like they would want to be treated.

As I say this, I must confess that we were part of the problem. When Edgar and I originally started Engyne, we wanted to give startups a giant magic button to generate unlimited content using LLMs within minutes. We did do it but the feeling was less of a triumphant one and more akin to J. Robert Oppenheimer seeing his Atomic Bomb in action.

Every outputted piece was more inauthentic, fake than the last. We have a *slight* idea of what our ideal outcome should look like and this is not it. We are making a conscious effort to re-think how we want to help early stage startups get more customers from Google Search.

We are taking a more human-in-the-loop approach instead. This is where you, the writer is still in control but instead of everything being written out by the LLM, our plan is to cut down on the time it takes you to write good content by 10x. A piece that used to take 2 weeks to research, write and publish should take less than an hour.

There's other creative ways to use Generative AI other than to write content. One of the ones we're most excited about is putting together vast research and bring it down to a few paragraphs to debrief you with. Pulling together interesting perspectives, insights, expert quotes for you to reference, include. Even brainstorming, rephrasing sentences is a step in the right direction.

Like in the Ship of Theseus, it's not about throwing out the wooden ship to get a steel one. It's about carefully replacing a wooden board if there's need for more reinforcement. The charm of the ship should still stay intact.

As we keep going down this road, hopefully a blog post you read from us puts a smile on your face.

AI-written content has led to a new scale of unhelpful content and we are taking a stand against it.

AI-written spam is messing up the Internet. And we want to fix that.

Edgar Brown

Sukhpal Saini

Engyne Competitors

Use this tone with a 100% intensity:

1. Uses second-person language like "you" and "your" to speak directly to the reader. Creates a conversational style.
2. Employing inspirational phrases
3. Uses headings and bullet points to make it skimmable and easy to digest.
4. Informal, friendly language
5. Vivid metaphors 
6. enthusiastic, motivational tone that aims to excite and encourage the target audience
7. The overall tone is upbeat, and passionate, and aims to get readers pumped. It's almost like a motivational coach guiding you enthusiastically through the process.

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Engyne Blog

We post in-depth guides, how-to’s, and case studies on scaling your startup with content marketing and SEO while sharing our journey in public.