Your SaaS content marketing playbook for more effective marketing for B2B
A lot of SaaS (software as a service) companies focus on short-term results. We've all been taught to achieve everything in the short term: more customers, faster sales, and for some companies...sheer quantity! Volume was the king (yes, just like content).
However, the landscape is changing. SaaS firms are faced with shrinking budgets and a turbulent environment where each effort is valued. This means that B2B marketers are doing much more for less. It is true that volume-based marketing don'ta sustainable, intent-driven marketing plan make.
There's a better approach to SaaS content marketing. In this post, we'll discuss what's tired in content marketing and hear about real-world marketers who've tried and proven new channels and strategies that you can take and run with.
The B2B content marketer's playbook
- What's the problem with SaaS content marketing
- The best ways to market SaaS Content Marketing
- SaaS content marketing Examples to study
- Video content marketing to B2B SaaS
- Content strategy suggestions for SaaS businesses
- Closing up
What's been stale in SaaS Content Marketing?
Let's examine a few exhausted content marketing strategies that we do not recommend.
Cold outbound email that has no supporting content
For the uninitiated an initial cold pitch usually sent out as an outreach email with no supporting content or value offer. The prospect doesn't know why or how to respond or respond, and isn't given any reason to care about the product or service you offer.
This approach may have worked at a time when consumers were more open to sales offers and immersed in the buying process, but it doesn't work now. Prospects today are constantly bombarded with these types of emailsand many of them aren't interested because they do not provide real value or insight into what the product you offer can provide to them.
Phil Strazzulla, the co-founder of SelectSoftware Reviews, a website dedicated to helping HR teams identify and select the most suitable SaaS platforms. He is in agreement:
"The most effective strategy in 2023 is cold outbound mail with no help. Everyone gets too many emails from people we don't know thanks to software like Outreach, Apollo, and SalesLoft which makes it simple to automate and expand outbound emails."
He added "Marketing teams need to pair this method with advertising for brand targeted at the same accounts, calling efforts, as well as offline mailer campaigns if the budget allows it."
Generic content that doesn't address a specific audience
It's easy to believe that that any information will appeal to your entire audience however this isn't the reality. Each audience will have their own needs which is why you have to customize your content to satisfy the needs of your audience, or perhaps even push them to the limit.
B2B customers want to know how they can use your service or product to address their needs. They want proof that it works, but they also want tips on how to make it work more efficiently.
An excellent example is HubSpot. HubSpot's blog HubSpot blog is a resource for posts that address the issues that are common to their readers, who are digital marketers, salespeople, and professionals in customer service.
Long-form content for the sake of it
Content that is long-form won't disappear anytime soon, but it's difficult to distinguish to consumers who have a lot to do and aren't as busy. Unfortunately, many B2B businesses produce similar guides, so nurture sequences and gated offers do not have the impact they used to.
This is also true for more lengthy articles like white papers or research reports. They can be difficult reads as they can be extremely technical and only appealing only to select prospects. Even lengthy case studies, while valuable social proof, may not get a the attention of a potential buyer. Who wants to be just another tab open on a marketer's crowded computer?
If you've invested money in writing long-form content, consider repackaging the copy in short video clips for speedy consumption and distribution.
For example, Content marketing company Omniscient Digital provides videos of their case studies in an addition to their usual written case study. It's a fantastic method of showcasing results, without requiring folks to take the time to read through the entire piece for those who prefer video (which the majority of us would do).
Blindly emulating rivals
The scenario is all too common when a business creates an online blog, and it copies its competitors' posts one by one. It's a common SEO conten tplay and is especially common with companies that sell software to other businesses because they businesses often view other SaaS firms as competition even though they're competing in different markets and niches.
Yash Chavan, who is the founder of SaaS-based influencer marketing platform Saral is of the opinion that copying other companies and blogs on marketing isn't a good idea. Chavan suggests:
"Understand that all products marketing, market, and products are different... so there are different ways to work for each. Use your strengths to the fullest. In the case of example, if your product has great, new data (e.g., survey tool) make use of it to make original information. If your product requires inviting other people to it then go for referrals as a strategy. Don't try what marketing blogs advise you to do. it's up to you!"
The top channels to use for SaaS marketing content
In the end, the most effective channels for reaching your customers are contingent on the preferences of your target audience and needs, however there are four channels that can be effective that can be used for SaaS content marketing--yes, including video!
1. SEO and evergreen content
A few examples of evergreen content comprise:
- Content from the product
- How-to-guides
- Best practices in the industry
- Testimonial and customer success stories
To make your evergreen content accessible to search engines, you need to make it more visible to search engines, such as Google as well as YouTube. This includes creating backlinks (links from other websites), writing compelling text, and including common search phrases in your articles' title and body to enhance its relevance to search engines.
2. Email
Email marketing is one of the oldest methods of content marketing, and is one of the most efficient. We've discussed it before strategies for marketing via email have evolved over time (bye, bye cold pitches) however, the method is still extremely useful for SaaS marketers.
As you create pertinent content to meet the needs of every part of your customer lifecycle -including nurturing your blog's readers to onboarding new users with video to reminding them of upcoming renewal dates, to offering discounts on discount upgrades -- emails lets you send targeted campaigns.
Email also provides a unique one-on-one experience between you and your prospects or customers...something SEO and social media lacks.
The below example taken from Zoom shows how SaaS companies can make use of emails for upgrade or renewals.
3. Event (IRL or virtual)
Networking events in person like, conferences, and seminars, while not as popular during the pandemic they are now back with a vengeance as folks are hungry for social gatherings and celebrations that are live.
Events help you build connections with clients and prospects, get new insights into your market, validate new product or brand ideas as well as network with prospective customers, influencers, partners as well as industry experts.
4. Social media
- Make use of your company's Facebook page or Twitter account to share useful information to your targeted customers. The people who are following your company's page on social media are choosing to believe in you, and could buy from you later on.
- Upload videos or other content (videos!) from people who use the product or service. Real user-generated content can help users feel more connected to your company and would like to find out more.
- Interact with users who post comments on your posts or have queries on social media websites. You can even respond by direct message to build deeper relationships with potential customers.
- Be sure to keep in mind influencers and business leadership! Reach out to them through social media and ask them to agree to share their expertise with others by writing blog posts, creating videos, or speaking at events.
SaaS content marketing examples to gain knowledge from
HubSpot
Hubspot is producing blog content since 2014 and has since become one of the best examples of content marketing's success.
The company uses its blog posts to attract new prospects and to provide value to its existing customers. The blog's marketing section covers subjects like marketing automation and social media marketing. blogging.
However, what is what makes HubSpot stand out is the use of multiple types of formats.
For example, HubSpot uses a mixture of HubSpot ultimate guidebooks, podcasts, as well as videos in blog posts, to offer readers the option of choosing.
HubSpot Academy is another critical component of HubSpot's content strategy. The online academy provides quick courses on everything from basic marketing concepts like getting leads on social media, or creating an email drip campaign, all the way up to advanced certifications like The Certified Inbound Marketer designation..
Why it works:
- An emphasis on helping customers solve the real issues
- A variety of different types of content that appeals diverse audiences and broadens the range of interests
- An authentic voice that doesn't attempt to try too difficult to appear amusing or clever.
Microsoft
With its Office 365 blog, Microsoft has created a hub of valuable content that helps customers understand their product range and usage scenarios and also provides the information they need to know how they can get maximum value from the subscriptions they have.
Microsoft has also done a fantastic job with its Microsoft 365 University website. The site has been created as an interactive community online for both students as well as teachers that allows them to find out more about Microsoft 365 products and services.
There is also an online coursecalled " Create Your First App," where you will learn create apps with Visual Studio Code and Azure DevOps Services.
Why it works:
Microsoft focused on creating an eBook or video series that could live for 18 months while letting customers browse through the content at their own pace. This strategy eliminates the pressure to develop every day new content and allows Microsoft to concentrate on satisfying customer needs.
Adobe
Adobe created CMO.com, a magazine/publication that delivers worth to its readers with information that covers the most important subjects for digital executives. The magazine includes articles written by thought leaders on the subject and opinions from Adobe regarding technology, product as well as industry-specific changes.
It's a fantastic instance of how SaaS businesses can leverage content marketing to drive the customer relationship, leading to more sales.
Why it works
It works because CMO's content is product-agnostic, meaning they don't focus on their business's products and services. Content is focused on the trends, challenges, and opportunities to avoid digital disruption.
SARAL
SARAL is an influencer marketing platform that connects influencers with brands. Their blog is a valuable source of information regarding the specifics of influencer marketing, not just to promote their services, but to assist its intended customers (marketers) create successful campaigns.
The company's founder doesn't just publish blog entries He also promotes two concepts through 50 channels on a weekly basis - thus reaching a broader audience.
Why it works
Yash Chavan, Saral's founder and CEO, has stated that changing his focus from publishing two blogs a week to the promotion of two ideas over fifty social networks significantly changed his strategy for marketing content.
Chavan ran an experiment that revealed that his website traffic decreased by 35% when his content distribution stopped for one month. Chavan also suggests the upcoming SaaS marketing and founders to create high-value content instead of lots of low-value content and to share it as widely as is possible.
Video content marketing for B2B SaaS
Video content marketing is an effective tool to use for B2B as well as B2C companies. The content that you produce may have distinct objectives for B2C and B2B (i.e. education or. engage).
Actually, HubSpot Blog Research found that 15% of B2B marketers view establishing thought leadership a primary objective in their video marketing plan as opposed to just 9% of B2C marketers.
These are just a few more methods that B2B SaaS companies use video videos more frequently than B2C businesses:
- Explainer videos
- Product demos
- Live streaming events
- Videos of the product
- Behind-the-scenes videos
- Customer testimonials and stories
If you're running an B2C firm and you are a B2C company, your strategy on social media may differ from one for one that is a B2B SaaS firm. This type of business is more dependent on TikTok as well as Instagram as opposed to the latter which is likely to use Twitter and LinkedIn more often.
This is because these platforms are more appropriate for their audience: B2C brands want to interact with customers in person, whereas B2B SaaS businesses are looking to connect with industry professionals who have long sales cycles as well as more decision-makers.
Content strategy tips for SaaS businesses
Let's discuss some content strategy tips for SaaS marketers in 2023.
Know all you can about your target audience
Prior to making content, it is essential know who you're talking about and what they're looking for from you. For this, you must do market research and talk to potential clients or customers of your products or services. Learn what kind of data they are looking for and how they consume it through audio, video, or text.
Make personas that are a reflection of your target audience's interests as well as needs. You can use these personas to guide how you make, design, and format your content.
Conducting feedback surveys is a different method to gain insight into your audience. These surveys are beneficial because they allow you to collect the opinions and thoughts of actual users in order to design the design of future products and services.
Pro Tip:Look at Google Trends for keywords in your industry and use this data to determine which topics you'll cover on your blog or in social media posts.
Update what you already have
For SaaS organizations, re-creating your content is a great method to ensure that your content is that is relevant and searchable.
As you publish written and videos, be aware of the date it becomes live, and track its usage as well as its impact. Every quarter, review your library to spot any declines in user engagement and prioritize those assets for updates. Also, as your product evolves and grows ensure that your website reflects the correct product features and imagery.
It is also possible to update your the content you have already created by adding new data and resources. It will be more relevant to users who might have looked for similar information previously but weren't able to find what they needed in your website.
Prioritize distribution
If you do not have a plan to distribute your content, it will not be seen by people who need it most. It's essential to identify where your target audience hangs around online, for example, websites, social media sites, or discussion groups -and then devise strategies for getting them to visit your site.
Find out which metrics are important to you
It is important to understand the metrics that matter for you, and also how you can measure them.
If your objective is to build brand awareness, provide value to the people who visit your site and to increase retention. Content marketing is a great way to achieve these goals, especially if you follow a strategic strategy and develop high-quality content that will resonate with the target market.
If you're looking to generate leads, your content marketing should hone in on bottom-of-funnel (BOFU) information that naturally features product information and tees up the conversion point (e.g. demo request or trial registrations that are free). Additionally, you can enhance your content marketing strategy by using paid advertisements to increase visitors to these resources as well as help you generate leads that are qualified.
Produce unique, data-driven content
Data-driven content is a powerful way to share insights with your audience. This is also an excellent way to differentiate yourself against your competitors.
SaaS firms have an edge in this regard since they are able to access a wealth of information about their clients and prospects. By leveraging that data it is possible to create information that directly addresses them and helps them solve their issues.
SaaS marketer and co-founder of AdEspresso Massimo Chieruzzi believes that AI-based writing tools are soon going to become a commodity in creation of content. The writing quality produced by these instruments will exceed those of copywriters. One way of defeat this AI is to make original content.
"Quality is a variety of different things. It can be the thought-leadership of a different (and why not controversial) viewpoint on the industry. You can also write information-driven content using SaaS internal information ."
Massimo shares that at AdEspresso it was their first time investing in writing content analyzing the billions of dollars of Facebook Ads managed through the platform. This approach paid off in creating a brand image, creating trust and returning visitors, and attracting lots of backlinks.
Closing around
2023 is all about providing your prospects and customers with relevant and unique information in a variety of formats, including and especially videos. SaaS customers are busy and need content with lasting value and a distinctive POV.
Videos reflect your company's image and allow you to stand out from your competitors. But remember -- if you provide targeted, personal content that offers someone real value, you'll crush your competition with content marketing.