Content is becoming more critical for B2B buyers. A survey asked B2B buyers if they depend more or less on content (e.g., blog posts, infographics, and videos) to research and make B2B purchasing decisions. A staggering 62% of respondents selected the “more” option. During the awareness stage, buyers continue to use Google for their research. Google holds a 71.98% share of the search engine market.
How do you reach the right market in a crowded marketplace? Based on our industry experience, this guide was created.
What does this mean for your SaaS company?
You must create high-quality content that can be found in search engines. This will allow you to reach prospects early in the buying process.
It sounds simple. Content marketing for SaaS goes beyond just posting a few blogs to your website and hoping for a good result.
Customers are increasingly becoming savvier with 91% using the content market to promote their products and services. It is essential to spend the time and money necessary to create high-quality content to attract your ideal customers. You must ensure that your investment is paying off.
Implementing a SaaS Content Marketing strategy is key to high ROI. This strategy will guide you and maximize your results. These are some steps that can help you stand out.
Create content based on your buyer’s journey
SaaS companies need to use content marketing to address customer concerns and challenges at every stage of their buyer’s journey, from awareness to consideration to decision making and advocacy.
Consider the information your customers need to get to the next stage of their buyer’s journey. Content marketing for SaaS companies must address more than just building awareness and generating leads. It also needs to address stages like free trial sign-ups and converting free trial users into paid customers.
Include a call to action (CTA) in each piece of content. This will help you move your audience along the buying path. CTAs should relate to the information and the customer lifecycle stage. It could be signing up for a whitepaper for readers at the awareness stage, and viewing a demo to prospects further down the sales funnel.
Establish KPIs and Goals
You must identify your objectives and track relevant metrics in order to make any marketing strategy work. This will enable you to identify what works for your audience and to adjust your content to meet their needs.
Setting goals and KPIs to support each stage of your customer journey is a way to set yourself up for success in your SaaS content marketing strategy. Traffic and click-based goals can be used for top-of the funnel content, engagement and lead generation KPIs in mid-funnel activities. Sales metrics should be used for bottom-of–funnel items.
Education Content is the Key
B2B customers want content that will help them keep up-to-date on industry news, improve their job, and grow their careers. SaaS companies’ content marketing should be focused on providing information that solves the problems of your audience, answers their questions and/or helps them get results.
Educational content generates 14% higher organic traffic than PR-focused blogs (e.g., company news, product launches). It can also help you establish authority and build credibility. This will allow you to build trust with your audience, keep them in mind, and increase conversion.
Take into account user intent
Keywords aren’t the only thing that matters in today’s SEO. However, they play an important role in getting your content to the right people at the right times. If you want to attract traffic that is most likely to convert, then high-volume keywords with short tails may not be the best option.
Instead, think about user intent when developing your content strategy. Long-tail keywords and phrases should be targeted to target prospects who are searching for specific products or features. Consider including the brand names or product names of established competitors in your keywords if you are a relatively new business. They’re more likely to be used by searchers with high purchasing intent.
Encourage loyalty
SaaS companies often make the mistake of focusing only on customers in the awareness and consideration phases, but neglect their existing customers. The longer a customer remains a paying customer, the more profitable your relationship will be. It is important to consider customer loyalty and advocacy as part of your content marketing objectives.
You can deepen customer relationships by providing high-value, customer-exclusive content. This exclusive content could be in the form of a resource library or how-to training. Webinars about the latest industry practices can also be offered. VIP customers may also enjoy in-person events.
You can encourage users to adopt your product by providing in-depth training about how to use it to implement the latest industry best practice.
Content Promotion and Syndication
The 20% that is spent creating content and the 80% that is promoting it are the most effective content marketers. A well-designed content promotion strategy will help you spread your content and reach the right people at just the right time to maximize ROI.
SaaS companies need to use content marketing to promote their products. This includes sharing the content via email blasts or social media posts, working closely with influencers to create backlinks and drive traffic to your site, and repurposing the content in webinars, conferences and podcasts.
Manage the moving pieces in your SaaS Content Marketing Strategy
SaaS companies need to do more than hit the publish button and hope for the best. Content marketing requires more than simply publishing content. You need to have expertise in many areas such as keyword research, customer journey mapping, SEO, social marketing, email marketing and more.
A SaaS content agency can help you gain the right knowledge and build traction for yourself while also responding quickly to customer needs. Contact us to arrange a meeting and learn how we can help your business design and implement a SaaS-based marketing strategy.