What is the SaaS Content Treadmill (And Why You're On It)
The SaaS content treadmill is a cycle of constant publishing with diminishing returns. It feels productive because you are always shipping: daily social media updates, weekly blog posts on trending topics, and newsletters that are forgotten moments after they are read. The core problem is that the value of this content decays almost immediately. A post might get a traffic spike for 24 hours before it's buried by the next algorithm update, forcing you to create something new just to stay visible.
Many SaaS teams find themselves on this treadmill because they prioritize volume over strategic value. The pressure to feed social algorithms or show consistent activity leads to a focus on disposable content. This approach mistakes motion for progress, resulting in a content library with a short half-life. Instead of building a foundation of value, you're essentially renting audience attention one post at a time, with no long-term equity to show for the effort.
Rented Channels vs. Compounding Assets: A Strategic Comparison
Understanding the difference between rented channels and owned, compounding assets is the first step to getting off the treadmill. Rented channels, like paid ads and social media, require continuous investment to function. Paid ads stop delivering traffic the moment you stop paying. They build no lasting value for your domain. Similarly, social media posts on platforms like TikTok compete for passive attention and are quickly buried, requiring a high-frequency schedule just to maintain a baseline presence.
Compounding assets are different. This content, typically housed on your blog, is designed to answer specific problems your audience is actively searching for. An initial investment in creating a high-quality, evergreen article can attract organic traffic for months or even years. Unlike a social post that decays, a strategic content asset gains authority and backlinks over time, causing its value and traffic to grow. It shifts the goal from short-term visibility to long-term, intent-driven lead generation.
A Framework for Building Evergreen SaaS Content
To build content that compounds, you need a repeatable framework focused on creating assets, not just publishing posts. The process is about targeting durable customer problems, not fleeting trends. At Rank Lush, we use a simple, three-step process to ensure every piece we create is built to last and deliver increasing value over time.
