3 builders who never spoke to each other

Keep everything that ranks on your own domain

Documentation, tools, side projects and the blog all belong on the domain you are trying to rank, not scattered across a subdomain or somebody else's platform. Help material in particular is usually buried on a separate host with weak indexing and no route back into the product, which throws away an acquisition asset you have already written.

The method

1. 01

   Treat your existing help documentation as an acquisition asset: index it properly, keep it on your main domain, and add a real call to action back into the product.

2. 02

   Do not host your blog on Medium: use it as a place to republish what you already wrote and to place guest posts in publications that want contributors.

3. 03

   Host the side project as a path on your own domain rather than a separate site, so the authority the coverage brings lifts your commercial pages.

4. 04

   Run the blog on the product's own domain and choose topics with a keyword planner: relevant to the buyer, decent volume, weak competition.

What it returned

• Most companies bury docs on a separate domain with weak indexing and no next step. Cypress instead keeps its help material organised, current, interactive, and pointed at trying the product.

• He recommends against Medium as a standalone blog while pointing out that many publications there actively want authored submissions.

Sources

• SaaS Marketing Tools | Corey HainesCorey Haines · corey.co · Blogging Platform · 2018-09-01
• SEO project marketingHarry Dry · Marketing Examples · SEO project marketing · undated
• Product-led marketing - by Kyle Poyar - Lenny's NewsletterKyle Poyar · lennysnewsletter.com · 1. Organic search and SEO · 2023-03-28
• 9 marketing strategies I've learned as an indie makerLuca Restagno · solopreneurtofreedom.com · 6. Create a blog · 2024-05-05