We missed last week’s update. Ben was out of town, and life got in the way. That’s how this goes sometimes.
But we’re back — and honestly, a lot has happened in two weeks.
This is one of those moments where it feels like the pace is picking up. Not just in work, but in momentum. We’re onboarding new customers, experimenting with growth channels, and shipping a lot of small but meaningful improvements.
Growth Mode (Carefully)
We’ve started testing paid acquisition — but we’re trying to be very intentional about it. We’re not playing the “dump money into ads and pray” game.
Ben’s been running exact match ads on high-intent search terms. Stuff like “sales enablement software” — the kind of searches that signal people actually need what we’re building. Budget is small, targeting is tight, and everything’s getting reviewed manually.
If you're a startup considering ads: start small, go slow, and track everything. This stuff can burn your money fast if you’re not careful.
Also... we’re offering a $50 gift card for qualified demos.
We hesitated on this one for a while. It can feel gimmicky. But truthfully? It’s just a nice way to respect people’s time. Especially when we’re talking to busy heads of marketing or sales leaders — it’s a little nudge that says, “hey, thanks for carving out 30-45 minutes for us.” And it’s been working.
Content from the Bottom Up
One of the best habits we've built recently: when someone asks us a question — about the product, a feature, a comparison, whatever — we record a video.
Instead of writing an email or hopping on a call, we hit record, explain the answer, and turn it into a resource we can reuse.
Those videos are now becoming a sort of living FAQ on our site. But more importantly, it’s giving us content that actually answers real, relevant questions people care about — not fluffy top-of-funnel stuff for the sake of SEO.
We learned this from Jared, who runs Luminous (shoutout). Start content at the bottom of the funnel — where people buy — and work your way up.
And honestly, it’s fun. Feels more like storytelling than marketing.
Product Updates
Tyler’s been in build mode. Here's what shipped:
- Task Management: A new way to track feedback requests on content directly inside Masset. Not project management. Just simple, actionable tasks. Requested for a while — happy it’s out.
- HubSpot Integration: Making it easier to embed content into workflows.
- Light Mode: Yes, we finally did it. You can stop asking 😅
- PSD Previews: Better experience for creative teams uploading assets.
- Tag Descriptions: Hover-over tooltips for tags that need extra context.
The goal is always the same: make managing content feel simple.
If you’re a customer and want early access to the task stuff — shoot us a message and we’ll turn it on for you.
Where We’re At
There’s a difference between building and scaling. For a long time, we were heads down building — iterating, rebuilding, doubting, testing, fixing, trying again.
Now... we’re starting to scale. Slowly. Carefully. But we’re finally in that phase where we can feel things clicking into place.
It’s not explosive - yet. But it’s steady — and real.
Revenue’s growing. Customer feedback is strong. Product-market fit is feeling less like a hope and more like a signal.
We’re not there yet. But we’re getting there.
Thanks for following along. These updates help us process everything, but we also hope they help other builders who are in the thick of it.
If you’re working on something — share it. Talk about it. Build in public. Tell your story. We need more of that in this space.
See you next week,
Ben & Tyler
