Our guest today is Fares Ksebati, Co-Founder and CEO of MySwimPro, the leading swim coaching app.

On the podcast talk with Fares about how to build a content marketing flywheel, the importance of content that’s inherently valuable, and why you shouldn’t give up on content marketing even if your early attempts only get a few views.

🛠️ Validate your app idea with minimal resources. Use a simple mock-up and some way to drive paid or organic traffic to gauge interest before development. Fares Ksebati tested demand for an app that didn’t exist by collecting emails via a basic website. This lean approach confirmed interest with over 200 sign-ups, showcasing an effective, low-cost validation method.

🌱 Startup accelerators: a selective boost for early ventures. For newcomers like Fares, accelerators are goldmines for skills in customer discovery and networking. They're most valuable for startups without a solid network or those aligned with the accelerator's focus. While they sharpen your pitch and connect you with mentors, their benefits may wane as your business matures. Choose one that fits your app's niche for the best impact.

🏃‍♂️ Content marketing is a marathon, not a sprint. Fares’s journey with MySwimPro underscores that content marketing requires patience and passion. Initially focusing on answering common swimming questions, the strategy wasn't about quick wins but building trust and brand over time. Early content may not drive immediate app usage spikes, but it lays the foundation for brand recognition and credibility.

💸 Great content transcends user acquisition and unlocks direct monetization. Establishing a significant online presence, particularly on platforms like YouTube, offers dual benefits: attracting new users and generating revenue through ads and brand partnerships. This strategy highlights the power of creating engaging, value-driven content that not only draws in subscribers but also opens additional revenue streams.

🔍 The biggest mistake when experimenting with paid acquisition is not having the right analytics in place. Success in paid acquisition hinges on robust analytics for tracking campaign effectiveness and the ability to quickly adjust strategies. Without confidence in attribution and the ability to iterate quickly, budgets can be wasted on ineffective ads and you won’t be able to scale.

💬 Effective value communication eases the shift from free to paid subscriptions. Transitioning users from free to premium features necessitates a clear demonstration of added benefits. While consumers are increasingly willing to pay for software, that comes with higher expectations. But it’s important to remember that some users will always complain about price, regardless of cost, while some will always be willing to pay for the most premium subscription. Getting pricing right is a constant balance of qualitative user psychology with data-driven insight.

About Guest:

👨‍💻 Co-Founder and CEO of MySwimPro, an app that provides personalized workouts and training plans for swimmers.

🏊 An accomplished swimmer himself, Fares created MySwimPro to help swimmers of all skill levels improve their performance — even if they don’t have a team or coach.

💡 “With content marketing, you have to do one of three things: You have to either educate people, entertain them, or inspire them. Now, if you're really good at any one of those, that's great. But if you're amazing, you can do multiple at the same time.”

👋 LinkedIn

Links & Resources:

Episode Highlights:

[3:41] Fake it ‘til you make it: In 2014, Fares validated the idea for MySwimPro by driving traffic to a website for an app that didn’t exist yet.

[10:07] Don’t reinvent the wheel: Use tools that already exist (like Google and YouTube) to find what potential users are searching for and get the word out about your app.

[19:38] Changing the channel: Your app should have a presence on the social channels that best fit the brand and marketing acquisition funnel you’re trying to build.

[23:59] Content marketing pays off (literally): Monetize your marketing content with ads and brand partnerships for an additional revenue stream.

[30:33] Start simple: These days, making great marketing content is easier than ever — all you need is a smartphone and an inexpensive microphone.

[42:12] The price is… wrong?: Some of your users are willing to pay more than what you’re charging, and developing new pricing packages can unlock more revenue.

Building a Content Marketing Flywheel — Fares Ksebati, MySwimPro

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