A new wave of indie makers is emerging. Developing with technology was never this easy and accessible.

Every day new SaaS products are being launched. With this comes the problem that how one can capture the audience for their own product.

Conventional method of finding and targeting keywords, going on backlink hunting is not that impactful since the advent of AI. Don’t get me wrong these are still important however not at the beginning.

The number of people searching on Google is declining everyday and because of that even Google has put AI response first thing in the search, which reduces clicks on your website even more, even if it’s in Top 3 spot of search result.

However there is also AI slop fatigue among people, wherever you see people are using AI to write their content and it’s not that hard to spot it. So it’s recommended to use AI for idea generation, reviewing the content and strategy.

Having launched my own SaaS and after researching quite a bit on marketing and content strategy. Based on my own journey and research, I’ve developed a content strategy that feels more sustainable. While these are just my thoughts, I’m already applying some of them and plan to fully commit to this approach.

🔗Start at the start

Marketing is transfer of enthusiasm - Jason Fried

When you start any new project you are enthusiastic about it like it’s the best idea in the world which can change your life, use this enthusiasm to your advantage. Brainstorm content ideas, create the content, create the why of your idea/product. Find community around your problem on Reddit, X or Bluesky, engage with them.

One of the biggest mistake first time indie maker do (even I did) is that I’ll get on marketing and content creation after I’m done with the development of my product.

This is the worst thing you can do to your product and yourself. Content creation must go on hand in hand with your development work from the day one. I would first launch my website with wait-list form to capture visitor’s email. This will be put on all pages.

For me the time split between Development and Content creation would be:

At the start: 80% Development and 20% content.

When development is nearing completion: 50% Development and 50% Content

After launching the product: Well if your product is really viral or acquired good enough customer base then you should continue with 20% content creation and 80% development since you will be getting a lot of feedback, bug report and feature request.

If product is not successful as it was thought it would be then do 80% content creation and 20% development until you reach desired user base.

🔗Create content around your product

It’s a good strategy to start creating content about basic stuff around your product (or service), even glossary stuff like explaining related terms, use cases, review of the current situation, etc.

Suppose your product is screen recorder app:

• start with why this app, what are it’s features that sets it apart
• how to use it, give multiple use cases
• how it differs from existing products, cover each of the competition compared to which your product is better

🔗Go Big with Viral-Worthy Content

After covering all basics about your product, now you need to work on attention grabbing stuff. It could be either video or article, whichever suits your niche, however doing both would be encouraged.

Create Mr. Beast of content, spend 2 weeks, 4 weeks or even 8 weeks, but create something that truly grabs people’s attention. It can be research, experiment or entertaining stuff, but stick to your niche.

🔗Don’t Sell, Rather Inform

I’ve shown interests on products where developer is not trying to sell you the stuff, rather informing you, helping you. Be helpful, this creates a good will, even if people do not buy your product, they might share it with someone else.

🔗Engage

Be real. I would share my journey as a person. For example:

• How I started
• How is it going
• Any important milestone reached

Share your stories, share your number like profit, loss, investment, etc.