Content marketing is a no-brainer.
According to Google, more than 70% of B2B consumers routinely access anywhere between two to eight pieces of content before deciding on a product or service to buy.
Not only does content marketing cost 62% less per lead than traditional outbound methods, but it also results in 7.8x more unique site traffic.
But content marketing doesn’t just mean a greater velocity in your content production. Simply writing more blogs, case studies, and e-books won’t generate the ROI you expect.
While 90% of B2B marketers admit to leveraging content in their marketing strategy, only 29% state it’s driving the sales needle.
With all that in tow, let’s look at the four tips for creating a killer SaaS content marketing strategy.
1. Research your consumer to the hilt
Before strategizing and writing your content, you must understand who you’re writing for and aim to solve their problems. Your potential customers will grow to love and trust you if you offer actionable advice and suggestions.
Remember: you’re trying to get the attention of stressed executives who are short on time. They want answers and solutions — not marketing fluff.
To really get to the heart of their problems, consider the following things:
- Biographical information: What is your ideal consumer’s age, profession, gender, and income level
- Content: What existing sources do they rely on to keep up with industry trends?
- Issues: What problems do they face with their business and how can you assist?
You can start by building business buyer personas to get the process off the ground.
2. Invest in Search Engine Optimization (SEO)
By now you’ve identified your target consumer and understood their common concerns. But before you jump into writing the content you think they’re searching for, be sure to validate your hypothesis.
Tools like Ahrefs or SEMRush give you detailed information on SEO keywords and phrases — including things like the number of searches per month and related keywords.
If your initial assumptions about search terms and keywords check out, then that’s great. Otherwise, there’s no point producing content which no one’s actively searching for.
Both Ahrefs and SEMrush can suggest tweaks to your approach as well as tangential keywords. Include those in your copy so that your potential customers have the best possible chance of finding you.
3. Understand your sales funnel
Content marketing isn’t an exact science but there are best practices you can deploy to get the most out of your efforts. Your approach at the top of the funnel, or the ‘awareness’ stage has to ensure you cut through the noise and establish your authority.
And there’s nothing that does that better than your potential customers finding you through organic search results. But the effort doesn’t just end there. Yes, they’re now aware of your existence, but does that mean they’ll simply become one of your loyal customers overnight?
To help them move through the funnel, you will need to build a relationship with them by offering them enticing offers each step of the way. People aren’t going to buy something unless they believe it has immense practical value. Your content needs to offer the same thing. Users filter out as they move down the funnel and your content must become more granular, too.
Think about investing in a case study that showcases how your product helped an actual client achieve better business productivity. Or a webinar that aims to address specific questions your potential customers might have.
The key objective at the decision and action stage has to be to highlight your product and why it’s different, and better, than the competition.
4. Use pillar pages for establishing credibility
A pillar page is a cornerstone piece of content on your site. It addresses all the possible questions your users might have about the topic and goes into a ton of detail. The approach to your pillar page has to be through a ‘hub-and-spoke’ model.
Not only are pillar pages an excellent method of establishing your credibility on a topic, but they’re also great for SEO, too. Investing in pillar pages should help you attract a ton of new traffic as industry publications and other blogs will be more open to linking back to it.
See the pillar on SMB cybersecurity for an excellent example of how pillar pages can be used for content marketing.
Content marketing is an ever-changing paradigm. New formats, different SEO tactics, and greater competition mean you constantly have to track and optimize. Change is the only constant in the sphere of digital marketing. But the more iterative your efforts, the better your chance of standing out from the crowd.