The SaaS Content Marketing Playbook to help you create a more robust B2B market

Many SaaS (software as a service) companies focus on speedy outcomes. We've been trained to focus on the goals for the near-term: more customers as well as more sales. For certain companies...sheer volumes! Volume was the king (yes it was the same as content).

The world has changed. SaaS businesses are confronted by tighter budgets as well as an unstable environment in which every effort counts. This means B2B marketing professionals can do better with little. The truth is that volume-based marketing isn'ta long-lasting, purpose-driven marketing approach .

Now is the time to look at a new strategy for SaaS Content Marketing. This article will address some of the biggest mistakes made by marketers in the field of content marketing. The article will also provide stories of marketers who have tested the waters using new and proven channels as well as strategies are possible to experiment with.

A B2B Content Marketer's Playbook

1.     What's old in SaaS the marketing world content
2.     The most efficient channels to employ for SaaS Content Marketing
3.     SaaS Content Marketing instances to monitor
4.     Marketing video content for B2B SaaS
5.     Content strategy strategies for SaaS companies
6.     closing

What's been stale in SaaS marketing of content?

Let's look at a couple of outdated media marketing strategies that aren't ones we would advise.

Cold emails sent in cold format, which has no contents to justify it.

If you're not certain of the term, it's usually delivered as an out-of-the-box message, but doesn't contain any kind of content or something worth offering. The recipient isn't aware of the purpose or even how to reply to the email and isn't motivated to purchase the item or service.

The strategy may have been successful in a period when consumers were more open to advertisements and enticed to purchase, but it's not working now. Prospects today are inundated with such messages, and many don't care since they don't provide any real value or offer details about what your product will benefit prospects.

Phil Strazzulla, co-founder of SelectSoftware Reviews, a website designed to assist HR managers to discover and buy the best SaaS platforms. He is in complete agreement with

"The most unproductive method in 2023 is to send cold outbound emails, without support. We're all bombarded with emails sent from unknown people who we've never met thanks to software like Outreach, Apollo, and SalesLoft that allow us to automate and increase the number of emails sent out by email."

The author also stated the following "Marketing teams must use this technique in conjunction with advertisements specially targeted towards specific customers. It is also recommended to combine efforts to reach them, or send out campaigns in offline mode in the event that you can afford the campaign."

Content that is generic does not target a specific viewers

It is tempting to believe the same piece of content will appeal to all your audience members, however this is far from the truth. The people you're targeting have different needs, which is the reason it is necessary to tailor your content to meet or exceed the people you are targeting.

B2B customers want to know what they can do with the product or service you offer to meet their requirements. They would like proof of the product or product or service works, but they want to know how to make it work more effectively.

An excellent example is HubSpot. HubSpot's blog HubSpot blog HubSpot blog contains articles that deal with frequently asked questions faced by their customers including salespersons, digital marketers as well as experts in customer service.

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The purpose of content that is long-form is intended to emphasize a point.

Content written in long form won't go away any time but it's hard to differentiate from the ones who have a lot of items to be completed and aren't as active. Unfortunately, many B2B firms create similar guides, and gated and nurturing sequences don't have the impact they used to.

This is also true for larger pieces of data like white papers or research reports. They are also difficult reads since they're highly technical and can only be appealing to select prospective customers. Long case studies are valuable for social proof, but they may not attract the attention. Do you really want to be a page open on a professional's busy workstation?

If you've spent money making long-form content consider making it short video clips in order to have it readily available and distributed.

For instance, the Content marketing company Omniscient Digital has videos-based case studies that can be added to their written case studies. This is an excellent way to show the results of your work without requiring folks to go through the entire article to find out if they enjoy videos (which majority of people do).

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Imitating invisible rivals

It happens all the time that a business writes blogs which then replicate the blog posts of competitors one by one. It is an usual SEO tactic and is usually found in organizations that sell services to other businesses as they firms often perceive different SaaS businesses as rivals despite the fact that they compete against each within different market segments and sectors.

Yash Chavan, who is the co-founder of SaaS's platform to promote influencer marketing Saral is of the opinion that copying businesses or marketing blogs isn't an effective approach. Chavan suggests:

"Understand the fact that every product's marketing and the product's characteristics differ... consequently, you will need different strategies to tackle every product. Use your strengths to the maximum. If, for example, your product can collect great unique data (e.g. Survey tools) Utilize it to make fresh material. If you have a product that requires others aware of it, make the most of referrals to make it an effective strategy. Don't just go with what blog posts on marketing suggest - you can do it!"

The most effective method to use for SaaS content marketing

The best methods to communicate with customers is based on your audience's interests and requirements, but they are among the top four platforms to use to use for SaaS content marketing, which also includes videos!

1. SEO and the content are evergreen

Some examples of this type of content are:

• Content of the product
• How-to-guides
• Best practices in the industry
• Reviews of the customer's success as well as reviews

For better searchability of your website, you have to improve the search engine visibility of your website in search results by making utilization of search engines such as Google and YouTube. The goal is to build backlinks (links to other sites) as well as writing engaging content and also adding keywords to your articles' title and body to enhance the quality of the search engine.

2. Email

Marketing via email is among the oldest methods for marketing via content. It is one of the oldest and the most effective. It was discussed before, but how the methods employed to promote email been altered over the years (bye cold pitch or bye) Yet, this technique continues to be a valuable tool for SaaS marketing.

When you write blog content that fulfills the requirements at every stage of the lifecycle of a customer, from guiding your readers' blogs to help them onboard and informing new customers through videos, to reminding them of upcoming renewal dates to offering discount coupons on upgrades emails can send out targeted emails.

Email also provides a unique one-on-one experience between you and your prospects or customers...something SEO and social media lacks.

The next example of Zoom illustrates the different ways SaaS businesses can take advantage of emails to request upgrades or renewals.

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3. Evenings (IRL as well as virtual)

These are events held in person, for example, networking gatherings or conferences, though they were not as popular during the outbreak have been in vogue as more the public seeks community and live events.

Events help you build connections with potential customers and clients and gain new insights on your market, and verify the new brand or product concepts . Additionally, you can make connections with partners who are potential as well as influencers and experts in the industry.

4. Social media

• Utilize your company's Facebook Page or Twitter profile to share valuable information with your target customers. The people who are following your profile through social media sites are likely to be loyal to you and might make purchases from your business in the near in the future.
• Post images (videos!) of people who have used your product or service. Original content created by customers can make users feel more connected to your brand and a desire to learn more.
• Engage with people who've left comments on your post or asked questions on social media websites. Connect with them via direct messaging and create more prosperous relationships with potential customers.
• Make sure you keep in mind the influencers and other experts in business! Follow them on social media sites and ask them to impart their knowledge with other people via videos, blog posts, or blog posts, as well as giving talks at conferences.

SaaS as an example of marketing content from which to learn

HubSpot

Hubspot produces blog articles since 2014 , and has become one of the top storytellers of the success stories in the area of Content Marketing.

The company utilizes its blog contents to attract new clients as well as in order to offer value to customers who are already there. The Marketing blog is the best source of information on subjects such as marketing automation and also social media marketing. blogging.

But, what that is what makes HubSpot distinct is its use of a variety of kinds of formats.

In this case, HubSpot uses a mixture of HubSpot Ultimate Guides, Podcasts, as well as videos of blog posts in order to provide their customers with the choice of selecting.

HubSpot Academy is another important element of HubSpot's strategy for content. Its online academy offers quick lessons on anything from simple strategies for marketing, such as identifying potential leads through social media, and also the creation of the perfect email-drip marketing program to getting to more advanced certificates, such as the Certification in Inbound Marketing.

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The reason it works:

• An emphasis on helping customers resolve real issues
• A variety of different types of media to attract various viewers with different interests
• True voice, no need to make it in a way that isn't clever or funny.

Microsoft

In the Office 365 blog, Microsoft has set up a library of useful content to help customers understand their options and how to use them. It offers advice on ways to maximize the value of the services they subscribe to.

Microsoft has done an outstanding job on the Microsoft 365 University website. Microsoft has built web-based communities specifically for college students as well as teachers where they can discover the details about Microsoft 365 capabilities and features.

Also, you can take an online class named " Create Your First App," where students will be taught how to build apps with Visual Studio Code and Azure DevOps services.

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What makes it work:

Microsoft was looking to develop a ebook or video that would be made available for 18 months, allowing customers to peruse the content whenever they want. This method eliminates the requirement to produce new content and permits Microsoft to concentrate on satisfying the requirements of customers.

Adobe

Adobe has created CMO.com, a publication/magazine that offers worth for its subscribers with articles which focus on the top topics that digital executives must be aware of. The magazine features essays by experts on the topic as well as perspectives from Adobe on technology, products as well as business trends.

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This is an outstanding example of how SaaS enterprises can use content marketing in order to enhance the customer-customer relationship, which may result in an increase in sales.

Why do you think why it's working?

The reason this works is because the content of CMO is non-product-specific, which means that they aren't focused on the products or services. Content is focused on trends, problems and possibilities to keep in the forefront of disruptions of digital technology.

SARAL

SARAL is an influencer marketing platform which links influencers to brands. Their blog is a valuable guide to the specifics of influencer marketing. It's not just about promoting the product but also to help its customers (marketers) to create efficient marketing campaigns.

The business's owner isn't content to just post blog posts. He also promotes two different concepts on 50 different social media channels per week that means it's possible to reach an additional number of people.

Its purpose

Yash Chavan the founder of Saral stated that his focus was not creating two blogs per week, and promoting two different ideas across 50 social media platforms significantly affected his approach to advertising.

Chavan conducted an experiment that revealed that visitors to the website dropped by 35% since his decision to cease distributing content after a month. Chavan has also advised the next generation of SaaS marketing and founders to produce high-quality content instead of content that's low quality and share frequently as they can.

The marketing of video content through B2B SaaS

Video marketing can be an effective instrument for B2B as well as B2C companies. The content produced by you might not be able to meet the goals for B2C and B2B (i.e. education or. engage).

In reality, HubSpot Blog Research found that 15 percent of B2B marketers consider creating thought leadership their top purpose for their marketing video strategies, while only 9 percent of B2C marketers.

There are additional ways that B2B SaaS companies use video videos more often in comparison to B2C firms:

• Explainer videos
• Product demos
• Live streamed events
• Videos from the product
• Behind-the-scenes videos
• Customer Testimonials and personal stories

If you're in the unique position of being a B2C company, the strategy you employ for social media is different when compared to a B2B SaaS business. The B2C business model relies more on TikTok and Instagram but not on the latter , which tends to utilize Twitter as well as LinkedIn more often.

They are better suited to the target market they are targeting: B2C brands want to communicate with customers in-person and in a direct manner, whereas B2B SaaS companies are looking for opportunities to communicate with professionals with long selling cycles, as well being larger decision-makers.

Strategies for content marketing SaaS businesses

Let's discuss the best content strategies to use for SaaS marketers in 2023.

Learn details about the individuals who you're trying to reach.

In creating content, you need to know who you're talking to and what they're looking for from you and your business. In order to do that conduct market research, you should interview potential customers or consumers of your products or services. Find out what they require and what they prefer to receive it, whether via video, audio or text.

Personas are created that reflect the preferences of your viewers and their needs. Utilize these personas as a guide for your design process, develop and structure your content.

Conducting feedback surveys can be another method to learn about your customers. Feedback surveys are beneficial since they let you gain insights and views from actual customers, which can help in the development of the next product and service offerings and.

Pro-Tip:Look at Google Trends for the keywords relevant to your business and make use of this information to guide you in deciding on topics to cover in blog posts as well as social media media posts.

Make changes to what you have already

For SaaS firms, creating new content can be a good option to keep your valuable material that is useful and accessible to search.

If you're publishing written content and videos, you should be aware when the content goes live monitor the frequency of use and the impact. Each quarter, it's crucial to look over your library for any declines in user engagement, and prioritize the resources that need that need to be upgraded. As your service develops and expands, ensure that your site is compatible with your needs in terms of features and graphics.

Additionally, you are able to alter the content you've previously created by adding new information and sources. It is more useful for people who might have similar information previously but could not get what they were looking for in your site.

Prioritize distribution

If you don't have a plan to distribute your content, it's unlikely to get read by those who need it most. It is essential to determine the websites where your intended customers are on the internet, whether that's websites and social media sites or forums for discussion. Create strategies that will draw visitors to your site.

Learn about the essential metrics to you

It's crucial to determine which metrics are important to you , as well as the most effective method of the evaluation of these metrics.

If your objective is to build brand recognition, this can benefit those who come to your site and increase your retention. Content marketing can be a successful method to accomplish the goals you want to achieve particularly in situations when you adhere to a well-thought-out strategy and produce high-quality content which will go over well with the people you want to get in touch with.

If your aim is to increase leads from the content you produce for marketing is focused on the bottom of the funnel (BOFU) documents that contain information about the product and open up the point of conversion (e.g. demo request or trial registrations for absolutely free). Also, you can increase your content marketing strategies by adding advertising that is paid for to attract more visitors to these sites as well as drive customers who possess the appropriate qualifications.

Produce unique, data-driven content

Data-driven content can be a fantastic method to provide insights to your viewers. This is also an excellent way to differentiate yourself from the competition.

SaaS companies benefit when it comes to this aspect because they can access an array of details regarding their clients and customers who are likely to become. With the help of that information, they are able to develop content that meets their requirements and assists the company in resolving the issues.

SaaS marketer who is co-founder and the founder of AdEspresso Massimo Chieruzzi believes that software for writing based on AI are set to become an industry standard for the creation of content. In many cases, the output high-quality of these software is superior to what copywriters do. The most effective way to beat AI is to develop distinctive content.

"Quality can refer to a variety of factors. It could refer to the capacity to consider a distinct (and surely not controversial) view of the subject. It could also involve creating information generated by data SaaS internal database . "

Massimo says that in AdEspresso the company was for the first venture into writing articles that examined the millions of dollars worth of Facebook Ads controlled through the platform. The strategy worked by creating an image of the brand that has earned trust, as well as returns visitors as well as attracting many backlinks.

The wrap

2023 will be about offering your customers and potential clients with unique and relevant information that can be found in a variety of formats, with a particular focus on video. SaaS clients are constantly in motion and need information that will have a longer time-to-market and distinct perspective.

Videos are a great way to promote your business , and can help make it stand out among competitors. Make sure you provide specific special content that will provide someone with an an advantage. advantage. This can help you outdo your competitors with your content marketing.

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