Only around 43% of B2B marketers today have a documented content strategy. Another 21% of B2B marketers say they don’t have a content marketing plan at all.
It’s amazing to think that so many business-focused companies are missing out on the content marketing opportunity. After all, not only is content more effective than outbound marketing, but it’s less expensive too.
Creating high-quality, relevant content is one of the best ways for any business to connect with its target audience and convert new users. In the SaaS world, where B2B companies need to convince entire executive teams to buy their products, content is more valuable than ever.
Of course, like any advertising effort, your content marketing strategy will work best when you have the right plan. Here are some content marketing tips to add to your strategy to boost your chances of SaaS client acquisition.
1. Know Your Content Goals
First, you need to consider what you want to accomplish with your content marketing. Content comes in many forms; from email marketing to nurture potential clients to blogs and videos that capture the attention of customers at the top of the sales funnel.
Knowing what you want to accomplish with your content will serve a number of functions.
First, you’ll know what kind of pieces you need to create. For instance, how-to videos and tutorials are more likely to retain existing customers and improve client satisfaction.
Alternatively, product comparison articles could be a great way to help customers in the “decision” stage choose which product they need.
Knowing your goals will also help you to measure the results of your campaign. For instance, if you want your content to improve your position on the search engines, you’d need to track metrics on organic traffic.
For each piece of content you create and every campaign you design, ask yourself what you want the result of that content to be.
2. Know Your Customer
Once you know why you’re creating certain pieces of content, the next step is understanding your target audience. Before you can write the perfect blog or publish an engaging video, you need to know how to speak your customer’s language.
With a little luck, you already have a buyer persona laid out. If you don’t, take some time to think about who your most likely customer would be.
What kind of business are you targeting with your software, and what kind of problems can you solve? Which person in an organization is most likely to purchase the product (the CEO, CTO, or CFO for instance?).
You can also examine your competition for an insight into the kind of customers they’re targeting. Do you want to reach the same audience, or are there gaps in the market that you hope to fill?
For instance, you might be able to offer accounting software for freelancers, whereas most competitors only provide solutions for small businesses. Knowing your customers can even help you choose the right keywords and terms to target for SEO.
As your business grows and you start interacting with possible customers, you can use tools like Google Analytics to gather deeper insights into your clients.
3. Use Content for the Whole Customer Journey
Compared to many B2B industries, SaaS has one of the fastest sales cycles, with relatively low user costs and a constant demand for new investments.
It’s important to be constantly attracting and connecting with potential customers in as many ways as possible. Content can help to reduce the money and time you invest in finding new opportunities by helping your clients find you.
Content is a long-term resource that allows you to reduce acquisition costs over time. Though you might not see results overnight, you will end up with a tool that gradually improves your reputation and delivers compounding results over time.
Content improves your SEO strategy, making it easier for customers to find you online. This makes it excellent for the initial stages of the buyer journey.
You can also create content for the decision-making process (like comparison videos), content to support customers as they discover how to use your software, and content for self-service and troubleshooting.
Content strengthens your chances of earning new customers while reducing the risk that you’ll end up losing out on repeat purchases.
Don’t Underestimate Content Marketing
Content marketing is one of the most valuable tools in any B2B SaaS company’s arsenal. It’s a chance to make sure your customers can find you on the search engine results when searching for solutions to your problems.
Content also builds your position as a thought leader and improves your ability to compete with similar brands.
By using content to connect with your customers through every stage of the buyer journey, you can pave the way to better customer acquisition and retention for your brand.
Joe Peters is a Baltimore-based freelance writer and an ultimate techie. When he is not working his magic as a marketing consultant, this incurable tech junkie devours the news on the latest gadgets and binge-watches his favorite TV shows. Follow him on @bmorepeters