In this episode, Joe Michalowski discusses the concept of 'content snowballs' in the SaaS industry, emphasizing the importance of long-term content strategies over immediate results.

Drawing on insights from Jay Clouse's Creator Science podcast and an interview with James Clear, the author of 'Atomic Habits,' Joe explains how the visible success of a campaign or piece of content is often the result of consistent effort and planning executed months or even years in advance.

The episode covers why leadership teams often misunderstand the role of brand awareness and the cumulative impact of content efforts, stressing the need to commit to ongoing content creation to achieve lasting growth and recognition. Joe also shares personal anecdotes, including the challenges of explaining content ROI to leadership and the success of Mosaic's organic search results driven by consistent content efforts.

00:00 Introduction: Creating Content Snowballs

02:07 The Concept of Content Snowball

04:02 Challenges in Measuring Content ROI

05:14 The Importance of Consistency in Content Creation

07:17 Real-World Examples and Final Thoughts