“Content is king."
We have all come across this quote sometime or other, right? Well, it doesn’t get truer than that, especially in the context of content marketing for SaaS.
If you do not focus on having quality content as one of the critical components of your marketing strategy as a SaaS company, you are most likely going to fail. And trust us, as a Revops agency helping SaaS companies grow, we are not exaggerating!
Without compelling content, it is difficult to appeal to prospective clients and generate viable leads. But here arises the next problem—everybody knows this! So, how can you differentiate yourself in this sea of quality content delivered by all SaaS companies?
Well, over the years of engaging in B2B SaaS content marketing, we have landed upon some fundamentals that you need to create high-quality content that helps with your lead generation efforts and propels your business to new heights.
Check out the 5 things effective strategies for content marketing:
If you do not clearly set out what you want to achieve, you will never know if your strategy is working… It is as simple as that. Do you intend to generate leads or attract organic traffic, build domain authority or assist the efforts of your sales team? Specific content formats and channels are suited for specific objectives. So, you will have to adopt different approaches to your goals. If you want to boost organic traffic to your website, consider creating comprehensive, SEO-optimized blog posts targeting long-tail keywords related to your industry. But if you are trying to generate leads, offering downloadable resources such as white papers or case studies gated behind a lead capture form will be more helpful.
Like setting clear objectives, knowing for whom you are creating your content is very important. If you know which buyer persona you are targeting, you can tailor content to address their needs and be more successful. For example, you are not going to talk about the importance of topic clusters to someone wanting to understand email nurturing. You have to gauge whether your intended audience will be comfortable with highly technical terms or whether you are better off with simple, lucid language that clearly points out how your service will benefit them.
A huge library of content encompassing various formats is excellent, and if you have the resources to achieve it, you should go for it. However, it is an expensive and time-consuming process, and not every company can achieve it. So, if you want to stand out, a single piece of expansive, highly detailed content (e.g., a comprehensive e-book) might give you an advantage over a series of blogs.
Sure, if you can create content across various forms, go for it, but concentrating your efforts on one format with comprehensive information and complete authority also works.
While time-specific content serves its purpose, its value is transitory and diminishes rapidly. It also often needs constant updates that demand significant time and effort. Instead, focusing on evergreen topics with enduring value ensures sustained returns over time.
An article on the topic of ‘The Best HubSpot Integrations of 2024’ is great, but you will need to review and update it every year to ensure its relevance. However, topics like ‘Things to Consider When Opting for HubSpot Automation’ or ‘Advantages of HubSpot Implementation for Your Business’ will provide you with returns over the years with little or no tinkering once published.
Note: If you can establish a template for your content piece, you can conveniently incorporate pertinent updates annually, sparing the need to begin anew each time.
When curating your content strategy as a SaaS company, you must account for the fact that you will have to make some updates to your content to get effective returns.
Whether it be reassessing keywords to optimize old content for SEO, updating featured content placements with your newest offerings, updating email nurture workflows with refurbished content, or removing content that is no longer relevant… You will have to make some changes.
In conclusion, achieving success in SaaS content marketing requires a multifaceted approach. It involves establishing trust, showcasing expertise, and delivering value to your audience - all while streamlining your workload.
Scaling a SaaS company brings its own set of challenges and content strategies often take a hit during the phase of growth. Understanding what's working and what's not can be overwhelming and this is where our RevOps Experts come in. They'll analyze your content, identify gaps and provide insights to optimize efforts, ensuring it aligns with your growth goals and ultimately drive better results.