Your SaaS content marketing playbook for better B2B marketing
A lot of SaaS (software as services) companies focus on short-term results. Heck, we've been trained to focus on the short term: more customers, faster sales, and for certain companies...sheer volume! Volume was the king (yes, just like content).
But the times are changing. SaaS firms are faced with decreasing budgets, and an uncertain climate where every effort counts. Translation: B2B marketers have to do more with less. It is true that volume-based marketing don'ta lasting, intention-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 proven new channels and tactics that your brand can take and run with.
A B2B Content Marketer's Playbook
- What's old in SaaS the world of content marketing
- The top ways to market SaaS Content Marketing
- SaaS marketing content Examples to study
- Content marketing using video to B2B SaaS
- Content strategy strategies for SaaS firms
- Closing up
What's tired in SaaS marketing of content?
We'll look at a few tired media marketing techniques that we wouldn't advocate.
Cold outbound email that has no supporting content
For those who aren't familiar with the concept, a cold pitch is typically sent as an outreach email without any supporting material or worth offer. The prospect doesn't know why or how to respond to the email and doesn't have an incentive to purchase the product or service you offer.
This approach may have worked in the past when people were more open to sales offers and constantly enticed to purchase however, it's not working anymore. Today, prospects are bombarded with such emailsand many of them aren't interested because they do not provide real benefit or information about what the product you offer can provide for them.
Phil Strazzulla, the founder 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 will be cold-outbound mail with no help. Everybody receives too many emails from people we don't know thanks to software like Outreach, Apollo, and SalesLoft that make it easy to automate and grow outbound email campaigns."
He also said "Marketing teams need to pair this method with advertising for brand focused on the same target customers, efforts to call, as well as offline mailer campaigns if the budget allows it."
Content that is generic and doesn't target an audience in a particular way
There is a temptation to think that that any piece of content is a good fit for the entire population however this isn't the reality. Your audience has different needs and therefore you need to tailor your content to meet the needs of your audience, or perhaps even push them to the limit.
B2B buyers want details on ways they can utilize your product or service to solve their problems. They are looking for proof of how it works, but they also require tips on how make use of it better.
One of the best examples is HubSpot. The HubSpot blog is a resource for articles that directly solve typical problems for their customers, which include online marketers, salespeople and professionals in customer service.
Content in long-form for the sake of it
Long-form content isn't going anywhere any time soon, but it's difficult to distinguish before busy prospects and casual subscribers. Unfortunately, a lot of B2B companies have similar content, which means that nurture sequences and gated deals aren't as effective they once did.
The same goes for longer articles like white papers or research reports. They are also difficult reads as they can be highly technical--and only interesting for a small number of potential customers. Long case studies are valuable for social proof, can lose prospects' attention. Are you looking to become just another open tab on a marketer's crowded desktop?
If you've invested money in lengthy written material, consider repackaging the copy into short videos for quick access and circulation.
For instance, the Omniscient Digital, a content marketing agency Omniscient Digital provides brief video case studies a complement to their regular written case studies. This is a great way to showcase results without requiring folks to read the entire article in case they like video (which majority of us do).
Blindly emulating competitors
It happens all the time it happens that a company starts blogs and then copies their competitors' blog posts each one at a time. It's an incredibly common SEO play and is particularly common among companies who offer software to other companies since these firms often see other SaaS firms as competition even though they're in different areas of business and.
Yash Chavan, founder of SaaS-based influencer marketing platform Saral is of the opinion with the idea that copying other businesses and blogs on marketing isn't an ideal idea. Chavan suggests:
"Understand that each product marketing, market, and products differ... therefore different things work for each. Play to your strengths. For instance, if your product has great, original information (e.g., survey tool) make use of it to create unique information. If the product you are selling involves inviting other people to it take full advantage of referrals to increase your sales. Avoid following what blogs on marketing tell you to do - you do you!"
The best channels to use for SaaS content marketing
Ultimately, the best channels for reaching your customers are contingent the interests of your customers and needs, however there are four channels that can be effective for SaaS content marketing--yes, including video!
1. SEO and content that is evergreen
Examples of content that is evergreen include:
- Content of the product
- How-to-guides
- Best practices in the industry
- Success stories of customers and testimonies from testimonials
In order to make your content more search-friendly, you must increase its visibility across search engines like Google and YouTube. It is a matter of creating backlinks (links from other sites) and writing engaging content, and including search terms in your article's title and body to enhance the search engine's relevancy.
2. Email
Marketing via email is among the oldest methods of content marketing, and is one of the most effective. As we discussed above, email marketing tactics have been modified over time (bye cold pitching, bye) however, the method is still a great tool for SaaS marketers.
When you produce appropriate content that meets the requirements of each phase of the customer's lifecycle- from nurturing blog readers to onboarding new customers with videos to reminding them about upcoming renewal dates, to offering discounts on upgrade discounts -- email lets you send it out through tailored 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 of Zoom shows the ways SaaS companies can make use of email content for upgrades and renewals.
3. Event (IRL and virtual)
Networking events in person like or conferences, while not as popular in the midst of the epidemic, are back with a vengeance as folks seek community and live celebrations.
Events can help you create connections with clients and prospects, get fresh insights into your marketplace as well as validate any concepts for new products or brands and connect with potential partners, influencers, and industry experts.
4. Social media
- Use your company's Facebook page or Twitter profile to communicate useful information to your targeted customers. The people who are following your company's page through social media have a tendency to trust you and may purchase from your company later on.
- Upload images (videos!) from people who use your product or service. Content that is created by real users will help customers feel attached to your company and would like to know more.
- Connect with those who leave comments on posts or ask questions via social media platforms. It is possible to respond with a direct message to build more intentional relationships with prospects.
- Don't forget about influencers and the industry's top experts! Contact them via social media and ask them if they would be willing to share their expertise with other people by writing blog articles, creating videos, or even speaking at an event.
SaaS Content Marketing examples for you to take a lesson from
HubSpot
Hubspot has been publishing blog posts since 2014, and has since become one of the most successful story-telling success stories in content marketing.
The company makes use of its blog posts to attract new customers and also to offer value to current customers. The blog's marketing section covers subjects including marketing automation, social media marketing, blogging, and more.
But what is what makes HubSpot stand out is the use of multiple formats.
For example, HubSpot uses a mixture of HubSpot ultimate guides, podcasts and videos embedded in its blog posts to give readers the option of choosing.
HubSpot Academy is yet another vital part of HubSpot's content strategy. The online academy provides quick lessons on everything from fundamental marketing skills like finding leads through social media or making an email drip marketing campaign, all the way up to advanced certifications like the Certified Inbound Marketing certification.
Why it works:
- A focus on helping customers solve real problems
- Different types of content that appeals to different audiences and interests
- A genuine voice that doesn't try too hard to be funny or clever
Microsoft
In its Office 365 blog, Microsoft has created a hub of informative content that can help users understand their product range and use cases and provides them with tips on how they can get the most value out of the subscriptions they have.
Microsoft has also done a fantastic job with its Microsoft 365 University website. Microsoft has created an interactive community online for both students as well as teachers where they can learn about Microsoft 365 products and services.
Additionally, they offer an online course " Create Your First App," where you can learn how develop apps using Visual Studio Code and Azure DevOps Services.
The reason it works:
Microsoft was focused on developing an ebook or video collection that would live for 18 months while letting customers browse the contents at any time. This approach eliminates the need to develop new content all the time and allows Microsoft to focus on addressing demands of the customer.
Adobe
Adobe has launched CMO.com, a magazine/publication that delivers worth to its readers with articles that cover the most crucial subjects for digital executives. The magazine includes articles written by leading experts on the subject and opinions from Adobe on technology, products and business developments.
It's an excellent example of how SaaS companies can use content marketing to build and strengthen customer relations which can lead to increased sales.
What is the reason it works?
It's because CMO's content is not product-specific. This means that they aren't focusing on their company's products or services. Its content is solely focused on the trends, challenges and opportunities for avoiding digital disruption.
SARAL
SARAL is an influencer marketing platform that brings together influencers and brands. Their blog is a valuable source of information about the intricacies of influencer marketing. It's not just to promote their services, but for helping its customers (marketers) create successful campaigns.
The CEO of the business doesn't only post blog posts and promotes his two main ideas through 50 channels on a weekly basis - thus reaching a broader public.
Why it works
Yash Chavan the founder of Saral, says that shifting his attention from writing two blogs per week , to promotion of two ideas on 50 social channels significantly impacted his content marketing strategy.
Chavan ran an experiment that showed his site traffic dropped by 35% after the content was not distributed during a period of one month. He also advises young SaaS marketing and founders to produce high-value content instead of a lot of content that is low quality and share it as much as is possible.
Marketing via video content for B2B SaaS
Video content marketing is a powerful tool to use for B2B as well as B2C companies. That said, the content created by you may not meet the goals for B2B and B2C (i.e. educational vs. entertain).
Actually, HubSpot Blog Research found 15% of B2B marketers view creating thought leadership to be a major purpose of their video marketing strategy compared to only 9 percent of B2C marketers.
Here are some more methods that B2B SaaS companies use video content in a way that is more effective than B2C businesses:
- Explainer videos
- Product demos
- Live streaming events
- Video clips of product
- Behind-the-scenes videos
- Customer testimonials and stories
If you have an B2C firm, your social media strategy may differ from one for a B2B SaaS business. It is the former that relies on TikTok as well as Instagram as opposed to the latter which will likely use Twitter and LinkedIn more often.
This is because these channels are more suited for their customers: B2C brands want to engage with customers directly and directly, while B2B SaaS firms seek to engage with professionals in the industry that have longer sales cycles , and are larger decision makers.
Content strategy tips for SaaS companies
Let's look at some content strategy tips for SaaS marketing professionals in 2023.
Find out more about the people you are targeting
Before creating content, you need to understand who you're talking to and what they want from you. To do this, conduct market research and speak about potential buyers or consumers of your service or product. Learn what kind of information they need and how they consume it in the form of audio, video or even texts.
Then create personas that reflect the interests of your audience and needs and use those personas as a guideline for how to make, design, and format your content.
Conducting feedback surveys is a different option to get to know the people who use your product. Surveys on feedback are helpful as they let you collect the opinions and thoughts from real customers to help shape the future of your products and services.
Pro Tip:Look at Google Trends for your industry's keywords and use this data to determine which topics you'll cover on your blog or in social media posts.
Updating what you have
For SaaS businesses, updating your content is a good option to keep your high-value content relevant and discoverable.
If you are publishing written and videos, be aware of when the content goes live, and track its usage and effect. Each quarter, go through your library to spot any declines in user engagement and prioritize those content for changes. As your product grows and changes, make sure your content reflects the correct product features as well as the appropriate imagery.
It is also possible to update your existing content by adding new content and information. This makes it more useful to visitors who might have looked for similar information previously but didn't find what they were looking for on your site.
Prioritize distribution
If you don't have a plan to distribute your material, it's likely to never reach the individuals who are most in need of it. It's essential to identify the places where your intended audience hangs around online, whether that's websites, social media sites or even discussion forumscreate strategies to getting them to visit your site.
Be aware of the metrics that matter to you
It's crucial to determine which metrics matter to you and the best way to gauge them.
It is possible that you want to build brand awareness and provide value to your customers and improve retention. Content marketing is a great way to achieve those goals -- especially in the event that you employ a well-planned strategy and develop high-quality content that will resonate with the target market.
If you're looking to drive leads, your content marketing should concentrate on bottom-of-the-funnel (BOFU) material that includes product details and opens in your points of conversion (e.g., demo requests or sign-ups for free trials). Additionally, you can enhance your content marketing strategy by using paid advertisements to increase visitors to these resources and assist in generating qualified leads.
Produce unique, data-driven content
Data-driven content is a powerful approach to communicate the latest insights to your customers. This is also an excellent option to stand out against your competitors.
SaaS businesses have an advantage in this regard since they are able to access an array of details regarding their customers and potential clients. With this information they can develop material that is directly addressed to their needs and aids them in solving their problems.
SaaS marketer and co-founder of AdEspresso Massimo Chieruzzi believes that AI-based writing software will be soon used to monetize creation of content. In many cases, the production quality of these software tools will be better than those of copywriters. The only way to compete with this AI is to develop unique material.
"Quality is a variety of items. It could be the thought-leadership of a different (and why not controversial) perspective in the market. You can also write data-driven content leveraging SaaS internal databases ."
Massimo mentions that in AdEspresso the company initially invested in the writing of content that analyzed the millions in Facebook Ads managed through the platform. This strategy paid off by helping build the brand by establishing trust, attracting returning visitors, and attracting numerous backlinks.
Closing around
2023 will focus on offering your customers and prospects with unique and relevant media in various formats, particularly, video. SaaS customers are busy and require content that has a shelf-life and a unique POV.
Videos represent your brand and can help you differentiate yourself against your competition, but keep in mind to provide specific, targeted content that provides someone with real worth, you'll be able to beat the competition in content marketing.