Organisations in the software as a service (SaaS) industry know that content marketing is an essential part of any successful B2B business strategy. It can be used to build relationships, increase brand awareness, and generate leads that turn into customers. Content marketing helps businesses differentiate themselves from their competitors by providing valuable information that resonates with their target audience.
By creating content specifically tailored to the needs of its prospects and clients, a B2B company can establish trust and credibility in the marketplace while increasing its visibility online.
However, many find it difficult to create successful content strategies that generate ROI. One way to overcome this challenge is by using B2B pay per click (PPC) advertising to power your content marketing initiatives. In this blog post, you'll learn 4 top content marketing strategies to drive demand generation.
SnellMedia SaaS PPC agency sees the unlimited potential for B2B SaaS brands to drive demand generation with a sound content marketing strategy in place. When generating content, it’s essential to cut through the avalanche of competition. SaaS brands must distribute valuable and relevant content to attract and retain a clearly defined audience.
Deciding which content will be most effective can be tedious. What type of content should you create? When should you publish content? What tone should it have? How frequently should you post? This article is our way of accommodating you with answers to some of the many SaaS content-relating questions.
Our SaaS PPC Agency has worked meticulously to create a powerful content strategy that resonates with B2B buyers in SaaS, automation, and manufacturing industries. Our strategy lets you take the steps necessary to maximise your visibility in an ocean of content.
So how can B2B SaaS companies have a successful content marketing strategy that brings in the required leads and conversions?
As the first step towards a successful content marketing strategy, B2B SaaS companies need to identify their target audiences and their pain points using the persona method. Having a clear objective regarding what you want your audience to do as a result of interacting with your content is the next step.
After that, you can then create your editorial calendar and content pieces and move on to the distribution and promotion stages.
It is important to note that the content marketing strategy cannot be considered in isolation because the right content for the wrong overall purpose will not drive consistent results.
The content marketing strategy stems from your general marketing strategy which includes the following goals:
Based on these global goals, your company can forge a customer-focused content strategy to elevate your content marketing efforts.
Read on for the 4 essential steps your SaaS B2B company can take to take your content marketing to the next level.
Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.
As mentioned earlier, a solid content marketing strategy is a prerequiste to achieving content marketing goals. A successful content strategy will generate awareness of and interest in the company’s products or services and help potential customers understand the benefits of those products and services.
The first step in developing a customer-focused content strategy is to identify the target audience. As such, you’ll need to find out who your customers are, what they do and how they think about their work. This can be done by creating in-depth buyer personas. This information will help you develop content that resonates with your ideal audience.
The next step is to identify the topics that your ideal audience wants to read about. A content strategy will typically include a content calendar which is a plan of what content will be released and on what date. With that, you can stay ahead of the curve, and make proactive decisions for the benefit of sales opportunities.
The type of content that is best for B2B SaaS companies depends on individual marketing goals. If you want to become a thought leader, you need to create more content like “how-to”, “best practices” and “insightful opinion pieces”. If you’re trying to get leads or increase sales, produce content that shows how your product solves customer problems.
There are a few types of content that can be used to drive marketing goals for a B2B SaaS company. These include:
As a SaaS SEO agency, we’ve learned that though-leader content is a great way to boost authority, visibility, and reputation. Thought leadership content is a form of marketing content that focuses on educating the audience on a given topic. The goal is to position the company as a field expert by providing insights into offers, trends, and market expertise.
Thought-leader content includes blog posts, white papers, case studies, webinars, video interviews, and podcasts. This type of content, as any SaaS SEO expert will tell you, have a high likelihood of serving higher-quality leads to a sales-ready pipeline due to the specialist knowledge its excuding.
SEO is a key driving force for B2B content marketing. To optimize your content for search engines, there are many things you can do:
Search engine algorithms use keywords to determine what type of content should appear in customers' results pages. As such, including SEO-friendly keywords in your content can be essential for getting more organic traffic and higher rankings on SERPs (search engine result pages).
It’s important not to just focus on one single keyword, instead, you should use a mix of long-tail and short-tail phrases that are related to the topic of your article or page. Long-tail keywords are more specific searches with three words or more, while short-tail keywords consist of one or two words only. Incorporating both types of phrases will allow you to get found by more people who are looking for different variations of the same thing.
In addition, keyword research for PPC is crucial. SEMrush and Ahrefs can help you find keywords with high concentrations on your website, which are typically more relevant to the content found there than they would otherwise be without optimization for these terms. Enhancing key phrases connected to your product or service will enhance click-through rates and the effectiveness of sales funnels, all leading towards higher ROI!
Video content is becoming increasingly popular among B2B customers in 2023, as it provides a more engaging way to consume information. Videos can be used to explain sophisticated concepts, showcase products or services and demonstrate how to use them. Incorporating videos into your content marketing strategy can help take your content efforts to the next level.
Syndication is an essential element of any content marketing strategy. It helps you amplify your reach and increase the visibility of your content. Using the right channels for distribution, such as social media channels, email newsletter lists and third-party websites, can help drive more leads to your website.
To understand the success of your content marketing strategy, it is important to analyse performance regularly. Your analytics report will tell you which type of content was successful in terms of engagement, as well as which channels were used to spread your content.
By following these essential steps, you will be able to maximize discoverability of your work and enjoy a better ROI from every effort. With an effective plan in place, there’s no limit to how far your business can grow!
B2B SaaS content marketing is a form of digital marketing that utilises SEO, social media, email marketing and more to help establish the thought leadership of the company.
Successful B2B content marketing campaigns typically focus on a specific target group of prospective buyers in a particular industry.
The aim of B2B SaaS content marketing is to deliver the right information to the right person at the right time. It’s about creating and distributing high-quality content that solves a problem for your target audience.
Here are some questions you should ask SaaS SEO experts before contracting them:
With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech.
Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation..