Jessica Malnik

Content strategy and copywriting for SaaS and productized service businesses

Latest stories

The WIIFM Principle – How to make your marketing stand out

WIIFM stands for – “What’s in it for me? However if you want your marketing to stand out and resonate with more prospects and customers, you need to be thinking about what’s in it for THEM, not YOU. Another way to think about this is – why should anyone care about what you are creating? What is WIIFM? While it is usually not intentional, most content that marketers write is pretty...

The Future of Voice Search: A Text to Voice Software Experiment

Should you record an audio version of each piece of content you produce?  As voice search is expected to make up 50% of all web searches by 2020, I wanted to set out and understand what this means for the future of SEO and content marketing.  While it’s still a fairly new frontier, this Google Home case study revealed that many of the same factors that rank for traditional searches are helping...

SaaS Marketing – How to Create Customer Personas That Work

One of the biggest SaaS marketing mistakes that I see companies routinely make is targeting too broad of an audience.  While this may seem obvious, if you try to speak to everyone, you end up resonating with no one. Instead, you need to focus on the people that are most likely to convert into sales. This is where customer personas – a.k.a. buyer personas – can come in handy. Creating...

I hired 7 content mill writers and this is what I learned

As a copywriter and content strategist, my expectations going into this content mill experiment were low. I understand the amount of work that goes into developing a great piece of content. However, since some people are still buying from content mills, I wanted to conduct an experiment to see the level of quality that I could get for under $60.    For the experiment, I spent $321 USD and hired 7...

Why SaaS companies shouldn’t engage in newsjacking

Since Oreo’s Super Bowl tweet in the dark in 2013, newsjacking has gained popularity with marketers, but it comes with its own pitfalls. In this article, you’ll learn about newsjacking and why you should rely on other marketing tactics. What is Newsjacking? Newsjacking is when you leverage a breaking news story or trending social media topic to draw attention to your product or brand. At first...

The Marketing Thought Leadership Trap

For the first few years of my career, I thought I wanted to work towards being a thought leader. Wouldn’t it be cool and beneficial if people saw me as a thought leader in all things digital marketing and community building. I can make big money. I can speak at big conferences. I can have the freedom that I crave simply by sharing some “smart stuff online.” It sounds pretty...

There’s no such thing as a free lunch (and why I’m not planning on deleting Facebook)

A lot of people are upset about Facebook selling their data and using it against them. Some people are even taking it as far as to run Delete Facebook campaigns. My reaction to this latest scandal (and not the people all up in arms) could best be summed up by this gif. Sure, after hearing about the data scandal, I too went through my account and looked at all of the apps that had access to my...

Empathy is the Ultimate Superpower

I’m always grateful when someone takes the time to give me advice or constructive criticism as that’s where the real growth lies. A lot of the advice is stuff that is helpful and I end up following. On rare occasions, the advice, while well-meaning, ends up being wrong for us. In this post, I talk about a particular piece of advice I received early on in my career from a PR pro. I fully...

9 Lessons Learned From Speaking at Swarm Conf

We assume that being a great speaker is a talent that someone is born with. I couldn’t disagree more. Public speaking is a craft you can learn and get better at over time – just like marketing, writing or community building. I’m still to this day absolutely terrified of public speaking. I have a host of fears – some fairly rational and others plain irrational. Over the last couple of...

Getting real about feeling like an imposter

Does so and so really think I can do this?” What have I gotten myself into? “Omg- all of these people are going to find out I have no clue what I’m doing.” There isn’t a day that goes by where I haven’t had at least one or two of these passing thoughts.  I’ve started and stopped writing a version or two of this post more times than I can count. There’s a lot of reasons why I am nervous...