So far HeyEcho has been positioned as a tool to generate human-sounding, SEO-optimized, and brand-aligned blog posts.

This doesn’t highlight one of HeyEcho's strengths, the deep research, and screams, “I’m just yet another blog post generator like the many others out there.” 😒 

This means that it’s also harder to attract people's attention when conducting outreach and posting content on social media.

Table of Contents

• Focusing on TOFU

• HeyEcho as a case study

• Current GTM strategy

  • Dogfooding

  • On-demand blog post examples

  • Free tools

  • Cold outreach

  • Other initiatives

• Conclusion

Focusing on TOFU

Thanks to its deep research when generating content, HeyEcho is great at producing trustworthy, high-quality, educational content. This fits very well with the top-of-funnel (TOFU) stage, where users seek reliable and in-depth information. It is also perfectly aligned with Google’s algorithm, which favors high-quality, well-sourced content.

You might have heard of Google prioritizing E-E-A-T:

• Experience,

• Expertise,

• Authoritativeness,

• Trustworthiness.

The fact-checked content generated by HeyEcho helps showcase Expertise and Authoritativeness and build Trustworthiness by citing reputable sources. I’d admit that it currently lacks sharing Experience in terms of “personal experience” or “personal voice”. This is something that would be possible as soon as HeyEcho would have an even better understanding of a brand’s voice by allowing it to upload documents. However, the content is always editable, so the user can already finalize the generated content by adding a personal touch.

I also generated a blog post on HeyEcho’s blog on the ROI of investing in TOFU SEO:

With this new positioning, I refreshed the landing page and will further improve it in the next few days. Go check it out! ✨ 

When I first envisioned HeyEcho I was mostly keeping in mind B2B SaaS, but this focus on TOFU SEO might actually be beneficial for a wider audience. Let’s see which profile resonate more with this!

HeyEcho as a case study

I’m super pumped about this! 🔥 

A few months ago a guy reached out to me after seeing a video I posted on LinkedIn about HeyEcho. He was very interested in trying HeyEcho and wanted to use it as a case study: create a marketing strategy for HeyEcho in 10 hours.

This guy is Nicolas Mattes, the founder of Cerebrum. We ended up having multiple discussions about how I see HeyEcho, where it’s heading, etc. and he just recently published a 10-hour-long video on Youtube! 🤯 

I only saw a preview so far, but that’s also one of the things that helped me frame the new HeyEcho positioning. I’m excited to watch the full video! 🍿 

He also gave me access to all the material so that I can re-use them for marketing HeyEcho. ❤️ 

Current GTM strategy

Let’s review what’s the current GTM strategy for HeyEcho.

Dogfooding

Why should users trust HeyEcho if I don’t use it myself? 😅 

As of today, there are 19 articles in HeyEcho’s blog. 🎉 

I started two weeks ago more or less and I started by generating and publishing the first ones and backdating them, then I scheduled and I’ll continue scheduling one blog post per day.

In some weeks we should start seeing the impact on SEO as Google didn’t yet index the pages.

On-demand blog post examples

As part of the marketing strategy, I tried posting on Reddit about HeyEcho and asking to drop a link to a SaaS and I’d reply with a generated blog post. Unfortunately, it’s not working well. I posted on three different subs, but only one got some activity and only one blog post has been generated. 😭 

However, I do still think that this could turn out to be a valid strategy. I’ll try doing the same on social media and use the same tactic for outreach, but by providing the generated example blog post in the very same message. 🤞 

Here you can find the blog post generated for a website that is a community for sauna lovers:

Free tools

I mentioned already in some past issues that I’m considering free tools as lead magnets. I have many ideas that would fit:

• blog post auditor: given the link of a blog post, HeyEcho checks if it resonates with the target audience and its quality,

• blog post topics plan generator: generate a plan of different topics for blog posts to write given a website,

• blog post outline generator: given a blog post title or topic generate the outline and what should be the focus of each section.

• etc.

I just need time to work on these. 😂 

I also see a lot of potential in re-using NextCommit, but for marketing job positions. I should be able to make it re-usable for any job category and in this case that would allow me to reach a good pool of marketers.

Maybe I could even sell the job board template itself. 😅 

Cold outreach

I put this on pause. I recently spent the majority of the time fixing things on HeyEcho and on initiatives for growing inbound. Sending cold DMs on LinkedIn didn’t work. I got zero positive responses. It’s true that I didn’t send many, but still, it was demoralizing.

The main problem is that my target audience, marketers, SEO specialists, etc., I expect to receive this kind of cold DM multiple times a day as it’s a very competitive space. Probably a messaging aligned with the new positioning alongside the strategy of giving value first through sharing a generated blog post would change this.

I’m also watching a course on cold emails:

Other initiatives

There are a few other that I considered this week:

• sponsoring a newsletter,

• start an affiliate program,

• other paid ads,

• submitting to different directories.

Among these, I’ll definitely start submitting to directories. It’s long and boring work, but that should increase visibility.

I don’t know yet about the other ideas. In the past, I already burned myself with AdWords, but maybe a more targeted audience like a newsletter could work well.

Conclusion

Lot of work to do, but hopefully I’m moving in the right direction! 🚀 

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