4 Top Strategies from a SaaS SEO Agency for Successful B2B Content Marketing

Organisations in the software as a service (SaaS) industry know that content marketing is essential for driving website traffic, leads, and customer acquisition. However, many find it difficult to create successful content strategies that generate ROI. One way to overcome this challenge is by using 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 SEO Agency has worked meticulously to create a powerful content strategy that resonate with B2B buyers in SaaS, automation, and manufacturing settings. 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:


  • Increase your brand awareness 
  • Generate leads 
  • Increase conversions
  • Become a thought leader
  • Grow your social media presence 


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.


SaaS SEO Agency Expertise Help Customise Customer-Focused Content Strategies

1. Our Top SaaS SEO Agency's Strategy: Start with A Customer-Focused Content Strategy

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.


SaaS SEO Experts Generate Content That Drive Marketing Success

2. Identify the Types of Content that Drive your Marketing Goals

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:

  • Thought-leader content: i.e. guest posts, infographics and eBooks. These are used to build credibility and establish thought leadership within the industry.
  • Case studies: These are often used to highlight success stories for your product or service. They can also be helpful in converting prospects into customers by showcasing how your product solved their problem.
  • White papers: These are best suited for educating prospects on an issue or providing them with an overview of your solution. They should not be too promotional in nature as this may turn off the prospect.
  • Video content: This includes webinars, video tutorials and how-to videos.
SaaS SEO Agency Experts Help Clients Become Industry Thought Leaders

3. Create Thought Leadership Content

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.


SaaS SEO Experts Help Optimise Content To Enhance Discoverability

4. SEO-Optimise Content to Enhance Discoverability

SEO-optimised content is the foundation of any successful content marketing strategy. It's important to have a keyword strategy, relevant keywords, and relevant content that will drive your marketing goals by feeding sales opportunities to your sales funnel.


There are many ways to optimise content for search engines. One of the most important things to do is to make sure that your SEO keywords are in the title, headings and meta description. It is also essential to include your keywords in the first paragraph. 


You can use keyword density analysis tools like SEMrush or Ahrefs to see which words you should focus on using more often.


Related Searches

What is B2B SaaS Content Marketing?

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.

What Questions Should I Ask a SaaS SEO Expert?

Here are some questions you should ask SaaS SEO experts before contracting them:

  • What's your average client turnaround time?
  • What SEO services do you offer?
  • What's your SEO strategy?
  • What are some success stories you can share?
  • What is your process for ranking a website on the first page of Google?
  • How high is your success rate with previous projects?

Key Takeaways

  • Content marketing should evolve and stay dynamic in order to respond to changing trends in the market, as well as customer preferences.
  • It is important to avoid focusing too much on winning new clients instead of upselling and cross-selling to your current customer base. Research shows that the probability of selling to a current customer remains high, between 60% and 70%, compared to 5% to 20% for a new customer.
  • Always focus on creating frictionless highly personalised content instead of a batch and blast approach. This approach is fading out for a more trendy curated content strategy - “Curators are the new creators’’. 

Content marketing is a powerful tool, but it’s not magic. It takes hard work and a lot of planning to create successful content that drives demand generation. The four strategies we outlined are a great place to start, but it takes time to succeed with content marketing. If you need help getting your content seen by the right people, right away, feel free to reach out to us. We’d be happy to chat with you about how we can help you achieve your marketing goals.