Your SaaS content marketing toolkit for better B2B marketing
A lot of SaaS (software as an service) companies focus on short-term wins. We've all been taught to focus on the short term: more customers as well as faster sales. for certain companies...sheer volume! Volume was the king (yes, just like content).
However, the landscape is changing. SaaS businesses are facing decreasing budgets, and an uncertain climate where every effort counts. Translation: B2B marketers have to do more with less. Volume plays do nota long-lasting, purpose-driven marketing strategy make.
A better way to approach SaaS content marketing. In this article we'll look at what's been discarded in content marketing and hear about real-world marketers who've tried and proved new channels and strategies that you can take and run with.
The content marketer's guide for B2B
- What's tired in SaaS the world of content marketing
- The top channels for SaaS advertising and content
- SaaS Content Marketing Examples to study
- Content marketing using video to B2B SaaS
- Content strategy tips for SaaS businesses
- Wrapping up
What's the issue with SaaS marketing of content?
Let's look at some of the most abused content marketing strategies that we do not recommend.
Cold outbound email that has without any supporting material
For the uninitiated, a cold pitch is usually sent out as an outreach message that isn't accompanied by any content or worth offer. The recipient doesn't know the reason or what to do to the email and doesn't have an incentive to purchase the product or service you offer.
It may have worked at a time when consumers were more open to sales offers and constantly enticed to purchase, but it doesn't work now. Today, prospects are bombarded by these kinds of emailsand many of them aren't interested because they do not provide real benefit or information about what your product is able to do for them.
Phil Strazzulla, the creator of SelectSoftware Reviews, a website that aims to help HR professionals to find and purchase the best SaaS platforms, agrees:
"The most ineffective method of 2023 is cold outbound mail with no help. Everyone gets too many emails from unknown people thanks to software like Outreach, Apollo, and SalesLoft, making it so simple to automate and expand outbound email campaigns."
The author added that "Marketing teams must combine this strategy with ads for brands that are geared towards the same audience accounts, calling efforts, and mail-out campaigns offline if your budget supports the effort."
Generic content that doesn't address a specific audience
It's easy to believe that any content will work across your entire audience However, that's not the case. Your audience has different needs, so you must tailor your content to meet and even exceed their expectations.
B2B customers want to know the best way to use your product or service to address their needs. They are looking for proof of how it works, but they also require tips on how to make it work more efficiently.
One of the best examples is HubSpot. HubSpot's blog HubSpot blog has articles that directly solve issues that are common to their customers, which include digital marketers, salespeople and professionals in customer service.
Content in long-form for the sake of it
Content that is long-form won't disappear any time soon, but it doesn't always stand out before consumers who have a lot to do and aren't as busy. Unfortunately, a lot of B2B companies produce similar guides, so nurture sequences and gated offers don't pack the same punch they used to.
The same goes for longer articles like white papers or research reports. These can also be challenging to read as they are very technical, and are only relevant only to select prospects. Long case studies, while valuable social proof can be a waste of a the attention of a potential buyer. Do you really want to appear as another open tab on the marketer's busy desktop?
If you've already invested in lengthy written material, consider repackaging the copy into short videos for quick consumption and distribution.
As an example, the Content marketing company Omniscient Digital provides videos of their case studies in a complement to their regular written case studies. It's a fantastic way to showcase results without the need for people to read the entire article in case they like video (which the majority of us would do).
Emulating blindly the competitors
The scenario is all too common when a business creates an online blog, and it copies their competitors' blog posts one by one. It's an incredibly common SEO tactic and it's especially common with companies that sell software to other business since they companies often look at different SaaS businesses as rivals, even though they're competing in different areas of business and.
Yash Chavan, the founder of the SaaS-based Influencer Marketing Platform Saral believes that copying other companies or marketing blogs isn't a good idea. Chavan suggests:
"Understand that each product marketing, market, and products are different... so there are different ways to work for each. Use your strengths to the fullest. If, for instance, your product has great, unique information (e.g., survey tool), then use it to make original material. If your product requires making other people aware of it, go all in on referrals to increase your sales. Do not follow what the marketing blogs advise you to do. You're the one who does it!"
The top channels to use are for SaaS marketing content
The best methods to connect with 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 that include video!
1. SEO and evergreen content
A few examples of evergreen content are:
- Product content
- Guides to how-to
- Industry-leading practices
- Customer success stories and testimonials
In order to make your content more search-friendly, you must make it more visible to search engines, such as Google and YouTube. It is a matter of creating backlinks (links to other websites), writing compelling text, and including common search terms in your article's text and title to boost its relevance to search engines.
2. Email
Marketing via email is among the oldest methods of marketing through content and is it is one of the most effective. Like we mentioned earlier, email marketing tactics have changed over the years (bye, bye cold pitches) however, the method remains invaluable for SaaS marketers.
As you create pertinent content to meet the needs of every part of the customer's lifecycleincluding nurturing your blog's readers to onboarding new customers with videos and reminding them about renewal dates to offering special upgrade discounts -- email enables you to send your messages to specific groups.
Email also provides a unique one-on-one experience between you and your prospects or customers...something SEO and social media lacks.
This example below of Zoom illustrates how SaaS businesses can benefit from email content for upgrades and renewals.
3. Evenings (IRL and virtual)
Networking events in person like as well as conferences and seminars although not as well-known in the midst of the epidemic but are returning and with a bang as the people want social gatherings and celebrations that are live.
Events can help you create and foster relationships with your prospects and customers, gain new insights into your market as well as validate any concepts for new products or brands, and network with potential customers, influencers, partners and experts from the industry.
4. Social media
- Make use of your company's Facebook page or Twitter account to provide valuable information with your target audience. People who follow your profile through social media have a tendency to trust you and may purchase from your company later on.
- Upload images (videos!) from customers who are using your service or product. The genuine content created by users can make followers feel connected to your company and would like to learn more about it.
- Interact with users who post comments on posts or ask questions via social media platforms. It is possible to respond with a directly messaging to establish more intentional relationships with prospects.
- Be sure to keep in mind influencers and industry experts! Reach out to them through social media platforms and ask whether they'd be interested to share their expertise with others by writing blog posts and videos or even speaking at an event.
SaaS content marketing examples to learn from
HubSpot
Hubspot is producing blog articles since 2014 and it has become one of the most successful examples of content marketing's success.
The company uses its blog posts to attract new leads and provide value for current customers. Its Marketing blog covers topics like marketing automation, social media marketing, blogging.
But what makes HubSpot stand out is the use of different styles.
For example, HubSpot uses a mixture of HubSpot ultimate guides, podcasts and videos within blog posts to give readers the option of choosing.
HubSpot Academy is another critical component of HubSpot's content strategy. This online academy offers quick lessons on everything from fundamental marketing concepts like getting leads through social media or designing an email drip program, all the way up to more advanced certificates like Certified Inbound Marketer certification.
Why it works:
- An emphasis on helping customers to solve the real issues
- Different types of content to appeal to different types of audiences and drives
- A genuine voice that doesn't attempt too too hard to come off as amusing or clever.
Microsoft
With the Office 365 blog, Microsoft has developed a platform of informative content that can help users to understand the range of products and use cases and provides the information they need to know ways to make the most out of their subscriptions.
Microsoft has also done a fantastic job with its Microsoft 365 University website. The site has been created as an online community for students as well as teachers that allows them to find out about Microsoft 365 products and services.
They also have an online coursecalled " Create Your First App," where students learn how to build apps using Visual Studio Code and Azure DevOps Services.
The reason it works:
Microsoft concentrated on developing an ebook or video-based series that could live for 18 months and allow customers to peruse through the content at their own pace. This strategy eliminates the pressure to produce every day new content and allows Microsoft to concentrate on satisfying the needs of customers.
Adobe
Adobe launched CMO.com, a publication/magazine that offers worth to its readers with information that covers the most important topics to digital leaders. It encompasses articles from leading experts on the subject and opinions of Adobe on technology, products as well as industry-specific developments.
It's a fantastic instance of the way SaaS companies can use content marketing to build and nurture customer relationships that can result in more sales.
What is the reason it works?
It's because CMO's content is not product-specific. This means that they don't focus on their company's products or services. The content concentrates solely on the trends, challenges, and opportunities to avoid the digital disruption.
SARAL
SARAL is an influential marketing platform that brings together influencers and brands. Their blog is a valuable source of information about the intricacies of influencer marketing. This is not only to advertise the services but also to help its target audience (marketers) create successful campaigns.
The company's founder doesn't just post blog posts - he promotes two ideas through 50 channels on a weekly basis - thus reaching a broader audience.
Why it works
Yash Chavan the founder of Saral and CEO, has stated that changing his focus from publishing two blogs per week , to promoting two ideas across fifty social networks significantly changed his strategy for marketing content.
Chavan ran an experiment that demonstrated that the site's traffic fell by 35% after his content distribution stopped during a period of one month. He also counsels the upcoming SaaS founders and marketers to create high-value content instead of tons of lower-value content and distribute it as often as they can.
Video content marketing to B2B SaaS
Marketing via video is a powerful tool for B2B as well as B2C companies. That said, the content you create might have different objectives for B2C and B2B (i.e. educational as opposed to. entertain).
Actually, HubSpot Blog Research found that 15% of B2B marketers view the establishment of thought leadership as a key purpose of their video marketing strategies in comparison to only 9 per cent of B2C marketers.
These are just a few more ways that B2B SaaS companies use video content in a way that is more effective than B2C businesses:
- Explainer videos
- Product demos
- Live streaming of events
- Video clips of product
- Behind-the-scenes videos
- Stories and testimonials from customers
If you're running a B2C business, your social media strategy may differ from one for one that is a B2B SaaS business. It is the former that relies on TikTok as well as Instagram, while the latter will likely use Twitter as well as LinkedIn most often.
The reason is that these channels are better suited to their target audience: B2C brands want to interact with customers in person and directly, while B2B SaaS companies want to reach industry professionals that have long sales cycles as well as higher numbers of decision-makers.
Tips on content strategy for SaaS companies
Let's talk about some content strategy tips to SaaS marketing professionals in 2023.
Find out more about the people you are targeting
When you are producing content, you must be aware of who you're speaking to and what they want from your company. For this, you must conduct market research , and then speak with potential customers or users of your service or product. Learn what kind of information they need and how they prefer consuming it, whether via video, audio, or texts.
Make personas that are a reflection of your intended audience's preferences and requirements. Use those personas as a guideline for how to develop, design and format your content.
Conducting feedback surveys is a different way to learn about your audience. Feedback surveys are useful as they let you get the views and ideas of actual users in order to design the future of your products and services.
Pro Tip:Look at Google Trends for keywords in your industry and this information to inform what topics you'll discuss in your blog posts or updates on social media.
Make changes to what you have already
For SaaS companies, updating your content is an excellent way to keep high-value content useful and easily accessible.
As you publish written and video content, keep track of the date it becomes live and monitor its traffic as well as its impact. Each quarter, you should review your library to spot any declines in user engagement and prioritize those assets for updates. Also, as your products grow and evolve it is important to ensure your library reflects the correct product features as well as the appropriate imagery.
It is also possible to update your existing content by adding more information and resources. This will make it more valuable to those who may have been searching for similar information in the past but couldn't find the information they wanted on your site.
Prioritize distribution
If you do not have a plan to distribute your material, it's likely to not be seen by people who need it most. It is crucial to determine which areas your audience is hanging out online -- whether that's websites, social media sites, or discussion groups -create strategies to connecting with them on those platforms.
Find out which metrics are important to you
It's important to know the metrics that matter to you and the best way to gauge them.
If your objective is to increase brand recognition and provide value to your audience and increase customer retention. Content marketing can be a great way to achieve those goals -- especially when you take a planned method and produce high-quality content that will resonate with the people you want to reach.
If your goal is to generate leads, your content marketing should concentrate on bottom-of-the-funnel (BOFU) material that naturally contains product info and sets up the conversion point (e.g. demo request or trial registrations that are free). You can also supplement your content strategies with paid ads to drive additional traffic to these assets and assist in generating qualified leads.
Produce unique, data-driven content
Data-driven content is an effective method of sharing insights with your audience. This is also an excellent way to differentiate yourself against your competitors.
SaaS companies have an edge on this front because they have access to a wealth of information about their clients and prospects. By leveraging that data, you can create information that directly addresses customers and help them resolve the issues they face.
SaaS marketer and founder of AdEspresso Massimo Chieruzzi believes that artificial intelligence-based writing software will be soon used to monetize content production. And often, the writing quality produced by these tools will be better than that of most copywriters. The only way to compete with this AI is to create unique content.
"Quality is a variety of items. It could be thought leadership with a unique (and perhaps controversial) perspective in the market. It can also be writing data-driven content leveraging SaaS internal data ."
Massimo mentions that in AdEspresso, they initially invested into writing articles that analysed the millions worth of Facebook Ads managed through the platform. This strategy paid off by building the brand's image, creating trust and returning visitors, and attracting lots of backlinks.
Closing around
2023 will be all about offering your customers and prospects with unique and relevant information in a variety of formats, including particularly video. SaaS customers are busy and require content that has a shelf-life and a unique 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 provides someone with actual value, you'll crush content marketing.