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Content marketing for B2B SaaS brands is an important source of business success. According to ProfitWell, SaaS brands that prioritize content marketing experience a higher growth rate than those that don’t.
Using content marketing for your B2B SaaS brand can be a profitable endeavor. However, not all content marketing strategies work optimally.
Good content marketing takes a lot of planning to get the results you want for your B2B SaaS business. There are ways to boost the performance of your B2B SaaS content marketing, and you’re about to find out how.
Related Topics: Top B2B Marketing Strategies for SaaS Companies
What is B2B SaaS Content Marketing?
Content marketing is a brand marketing approach that involves creating and distributing relevant and valuable content to your target audience.
For SaaS B2B brands, content marketing aims to satisfy the content needs of target users at every stage of the buyer journey to generate leads, conversions and customer retention.
Why is content marketing important for SaaS?
Reports show that 92% of marketers consider content an integral part of their business. Good content marketing can generate over 448% ROI for SaaS brands. Because of this, many marketers use content marketing as a strategy to grow their business.
Also, content marketing is a cheaper alternative to traditional marketing. Content marketing costs 62% less and generates 3x more leads than traditional marketing. This makes it a more cost-effective marketing option.
Additionally, content marketing is a great way to connect with your target audience. 95 percent of B2B buyers state that content is a trustworthy parameter when evaluating the company. This means that your content is typically the first or most impressive connection point to your brand for your target users.
The right content gives them a glimpse into your business and a reason to trust your brand as an industry expert with the right solutions.
For example, a blog post about creating beginner-friendly graphic designs from a graphic design brand like Canva can attract users to the brand and its product services.
Examples of Saas content marketing
Adobe:
Adobe uses the online magazine and publication site CMO.com as a social platform to engage users. Here users can learn from each other, exchange ideas and get help.
Although this content marketing strategy may seem laborious, it has brought commercial success to the brand and the releases are always tailored to users’ specific content needs.
Monday.com:
Monday.com uses video in its brand’s content marketing. They create YouTube instructional videos that increase their organic traffic.
This clever content marketing style is great for attracting users and getting the best interactions.
Mailchimp:
Mailchimp uses branded storytelling through short films and documentaries to deliver relevant content to its audience. This is a great brand awareness tool that sticks in the minds of users.
The result of this powerful content marketing is trust and brand loyalty for the B2B SaaS business.
Related Topics: 6 Essential Tips to Improve Your Content Marketing Strategy
5 ways to boost your B2B SaaS content marketing
1. Conduct proper research
Proper research increases the chances of powerful content for your SaaS B2B content marketing. It gives you insight into your target market and the type of content that works.
It involves researching the target buyers, your competitors, and the market behavior of your target industry. You can also follow the market through polls, trends and engagements.
To get the best result from your research, it can be helpful to create a buyer persona based on your research.
2. Focus on the buyer’s journey
Your audience’s content needs are different for each stage of the sales funnel on the journey to purchase. Because of this, your content marketing needs to go beyond a single focus.
For example, an existing buyer might need content that will engage them and keep them loyal to your brand, while a potential buyer might need more compelling content to attract sales conversions.
You can use blog posts, newsletters, podcasts, videos, or user-generated content like reviews and testimonials for different stages of the buyer journey.
However, every buyer’s journey is different, and that means the type of content that works for them at each stage is different. This is why creating a buyer persona can be helpful.
3. Use keyword strategy
In order for users to find your content, you need to use the right keywords that are relevant to their search queries.
For example, content with the keywords “best project management tools” is relevant to a search query by someone looking for project management tools and will show up on the search engine results page (SERP).
The most important thing when using keywords in your content marketing is research and placement.
Keyword research will help you figure out what your audiences are searching for and give you an idea of what content you should be creating. You can also use keyword tools to understand how your audiences want to see the keywords in your content.
For example, if users ask “why is email marketing good for your business?” you may want to add this to your content to improve your chances of ranking in the SERPs with related content.
4. Build content authority
One of the factors that contribute to your brand’s trustworthiness is the reputation associated with your brand. Content marketing is great for building a reputation as an authority in your industry.
While this can be achieved through the relevancy and quality information provided in your content, you can enjoy brand authority even more when other brands link to you.
This means you need to create content that can act as a data source for other brands’ content, or engage in guest posting to get external links from other sites.
Also, external links increase your reach by exposing your content to a new and larger audience, different from your own audience.
5. Use social media
Social media is one of the most successful ways to reach an audience. However, it’s important to choose a platform with the right user demographics for your business.
B2B brands generally do better with more professional social media platforms like LinkedIn. 94 percent of B2B SaaS brands use LinkedIn as a distribution channel for their content.
Related Topics: 5 Steps to Creating a Content Marketing Strategy That Actually Works
Platforms like Medium, Reddit, Quora, and Twitter are also great. However, you can be successful with your content marketing on social media if you create engaging content.
For example, videos and trending topics can drive traffic to your content. User-generated content like hashtag campaigns can also be helpful for social media content marketing.
The performance of your content marketing is based on your content marketing strategy. Knowing what to do and how to do it can really go a long way in getting the result you want. It also helps to evaluate your content through regular content audits. You can update or create new content at any time as needed.
