In the world of B2B SaaS marketing, content plays a vital role in fueling successful campaigns. From top-of-funnel awareness to middle-of-funnel engagement and bottom-of-funnel conversion, quality content is essential at every stage of the buyer journey.
B2B SaaS companies rely on content marketing to engage buyers and drive leads and conversions. Through blog posts, white papers, ebooks, webinars, and more, companies can provide valuable information that educates buyers and helps them make informed decisions about products and services.
By producing quality content that addresses the needs of buyers at each stage of the funnel, B2B SaaS companies can boost their visibility, generate new leads, and close more deals.
Content marketing is a powerful tool for B2B SaaS companies. By investing in quality content, businesses can engage buyers, generate leads, and drive conversions. Content is essential at every stage of the buyer journey. However, it cannot be done in isolation.
Before distributing, or promoting content, B2B SaaS companies must take these four key strategies into account:
Content promotion and distribution are important aspects of any B2B SaaS content marketing strategy. However, promotion and distribution can be difficult to execute effectively, especially for companies that are new to the space.
PPC can be a helpful tool in these circumstances, allowing you to target potential customers who are already interested in your product or service. Additionally, PPC can be focused on conversions, making it an effective way to drive leads through your funnel.
If executed correctly, PPC can be a powerful tool for promoting and distributing your content.
However, it is important to keep in mind that PPC can be complex and time-consuming, so it is important to ensure that you have the resources in place to manage a campaign effectively before moving forward.
By following the tips and advice in this article, you should be able to develop an effective content promotion and distribution strategy for your B2B SaaS company.
Who we are: 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.
Thorough keyword research is an important first step in any SaaS content marketing strategy. By targeting specific keywords, you can ensure that your content will be found by people who are already interested in your product or service.
Once you have created well-optimised content, the final step is to promote it effectively. There are a number of ways to do this, including social media, email marketing, and PPC advertising. By taking the time to distribute and promote your content, you can reach a wider audience and generate more leads for your business.
The act of posting updates on social media and distributing blog posts is referred to as content promotion. This may include influencer outreach, PR, email marketing and syndication. An example is creating a LinkedIn post where you share your latest blog post with a brief synopsis and a link back to your blog page on your website. The goal here is to get it seen by as many people (who fall within your audience persona) as possible.
Content distribution, on the other hand, is often used to refer to the distribution of content to a more targeted or specific audience that you have more control over, as in an Account-Based Marketing (ABM) campaign.
SaaS content marketing and SEO have become important strategies for lead generation. However, If your content isn’t seen by an audience, it doesn’t matter how well-written or valuable it is. That’s why it is important to think about where to share your content and take advantage of content distribution tools.
Imagine - you've written a great piece of content, but it's just sitting on your website, with little to no traffic. Your audience, which you spent all that time and effort building after a thorough buyer persona research process, has no idea about the great content you've created for them.
How do you get your content to the right people? You need distribution tools. These are the sites that bring your content to the people who are interested in seeing it.
There are many different kinds of content distribution tools available. Some specialise in social media sharing, while others specialise in email marketing. Below is a list of some of the most current options:
Storify lets you curate the best information on a topic and share it with your followers. It also allows you to tell stories by assembling tweets, pictures and videos related to a specific event or topic in a single post.
This is a content distribution tool with a proprietary algorithm that finds the best channels for sharing your content and allows you to easily distribute it to any outlet. The Contently engine also has a built-in publishing platform, so you can create, edit and publish articles from a single dashboard.
By leveraging Outbrain’s platform, you can integrate your existing content into other relevant websites and blogs and drive traffic back to your site. Outbrain also has its own analytics tools that make it easy for you to track the performance of your content on these other sites.
After setting a good distribution plan in motion, the next focal point is promotion.
Successful B2B SaaS content marketing is only possible with the support of well-aligned content promotion methods. You can use different methods to promote your content. You can even use the same methods you used when you were promoting your products.
These are some of the most popular ways to get your content in front of the right audience (in the way of promotion):
This is the process of distributing content to other websites. It's a valuable way to reach new audiences and gain readership. By linking back to your original article, it will not only drive more traffic but also build links in the process.
Influencer marketing has been a popular practice for many years now, and is often seen as a highly effective way to reach specific demographics. This marketing strategy typically relies on partnerships with influencers to promote a product or service, and can be much more successful than other content development strategies.
Guest blogging has become a common strategy in B2B SaaS content marketing. It allows you to quickly establish your credibility while also bringing awareness to your brand, rank better on search engines and grow a wider audience.
The most popular way to get your content in front of the right audience is through paid advertising. This includes, but is not limited to, PPC (pay-per-click) campaigns, sponsored ads on social media platforms and contextual advertising.
When it comes to PPC advertising, Google Ads is the 800-pound gorilla in the room. With over 3.5 billion daily searches, there’s no other platform that has the reach of Google.
Additionally, Google Ads is incredibly flexible, allowing you to target users by location, language, device, time of day and more. And because Google is the largest search engine, it also has the most data on user behaviour, which means you can create laser-focused campaigns that target users at the bottom of the funnel, who are more likely to convert into customers.
If you’re just getting started with PPC advertising, we suggest starting with Google Ads. You can’t go wrong with the reach, flexibility and power of this platform.
In a nutshell, content promotion is not just about sharing on social media. It’s about getting other sites to share your content with their visitors too.
SaaS content marketers are struggling to find the right balance between paid, owned and earned media for content distribution and promotion, and while there is no silver bullet, continuous experimentation will easily reveal the best approach that ultimately reduces CAC (customer acquisition costs).
So, getting your content viewed by more prospects and customers while reducing CAC overtime is the ultimate goal in the awareness stage of the buying cycle. To achieve this, a number of techniques are important, such as:
So, what do you do if you are having trouble getting your content in front of the right audience or getting the right kind of reach? Here are two approaches to handling this challenge:
Go after longtail terms instead of popular terms like ‘credit cards’ or ‘auto insurance’. This will mean that you won't get much traffic, but your content will convert very well because it's around more targeted keywords. These keywords may not be so popular but they have less competitition, so are essentially low-hanging fruit.
There are over a billion blogs, which is roughly one blog for every 7 people, so we don’t really need more repeated content. Also, there are about 7.9 billion results on Google for ‘’auto insurance’’, for instance – Google has its prime pick of content for every subject, so unless you write new unique content, you are not going to do so well.
Influencer marketing is a marketing strategy where you recruit people with established social media followings to promote your product or service. An example of influencer marketing is involving highly influential people on LinkedIn in the content creation process for the required hype and shoutouts. It is, however, not as simple as picking someone with a large following.
Influencer marketing is best when their followers are in a similar demographic to your target audience. Building relationships with influencers can skyrocket your brand and take it to the next level. In other words, having popular spokespersons (e.g., Michael Jordan promoting a sports product) is more likely to do better for your campaign.
Admittedly, these relationships can be quite expensive for B2B SaaS startups. However, the options for a startup on a shoestring budget can be to collaborate with smaller influencers in an arrangement whereby you promote them and they promote you (a partnership programme).
The right content format can make or break your campaign. In our experience, B2B SEO experts need to be able to determine the type of content that is most suitable for their target audience.
Different types of content formats are useful for different purposes. Here are the four main types of content formats and their uses:
These are content-rich articles that aim to educate the reader. They usually have a strong call-to-action in them and are best used for lead generation or prospecting campaigns.
Shorter pieces of text with a strong call-to-action are best used for distributing content on social media or getting people to visit a website through links in tweets or Facebook posts.
Video is one of the most popular forms of content amongst online advertisers. Video ads are shown to be more noticeable than banner ads or text ads. - they generate 3x the number of shares of text and images combined.
Audio content can be used in podcasts, audiobooks and audio tours. Audio is not very popular on social media but is more common on websites. Podcasts have been found to be effective in increasing brand awareness and generating revenue, which makes them an essential component of any marketing campaign.
The right promotion strategy for a target audience varies depending on the product, company and customer. If a company wishes to reach a younger demographic, they may choose to advertise through social networks such as Instagram or Twitter. If a company has a product with a higher price point, they might choose to advertise in magazines that have a high income readership.
There is no "one size fits all" promotion strategy.
A distribution strategy is based on the type of product, as well as the size, location and type of market targeted. A good tip is to consider what methods your competitors have adopted or overlooked and adapt accordingly.
Distribution strategies can include a traditional distribution strategy, internet marketing, inbound marketing and outbound marketing.
In a nutshell, the strategies that work for one SaaS business might not work for another. It all depends on what you’re offering and who your target audience is. But there are some general tips that can help you with your content promotion and distribution efforts:
Now it's time to find out how we can help you spread your message and grow your business online. 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.
