SAAS MARKETING GUIDE BY: JUSTIN TALERICO WRITTEN ASSETS Written assets can take many forms from shorter-format, higher- frequency articles, blog posts, and announcements, to lower-frequency, longer-format white papers, and eBooks. Shorter-format assets may be best suited to increase traffic and attention, while longer-format assets may perform better to generate leads and inbounds. Written/Short-Format/Articles Articles may be best suited for third-party placement to extend reach and generate backlinks. Typically longer, and perhaps less personal than blog posts, articles may be written from a more impartial point of view, making them potentially more credible. Articles should be firmly rooted in keyword strategy for backlinks. Written/Short-Format/Blog Posts Like articles, blog posts work well in third-party sites for reach and backlinks. But, blog posts are often best suited as strong, high- frequency, keyword-rich content within the marketing website (owned media). They are sometimes more personal than articles, and must also be tightly coupled with keyword strategy to maximize organic traffic. Because they are shorter and require fewer resources to produce in quantity, blog posts are well suited to segmented messaging. Even internally focused blog posts may be leveraged for additional reach through syndication to outlets like Apple News. 11 Execute Better. Grow Faster.