SaaS (software as a service) is nothing new, nor is it rare anymore. A whopping 99% of businesses use at least one SaaS solution in their daily operations. If you’re in the SaaS field, you’ve got a huge audience to reach out to, and content marketing is an excellent and cost-effective way to do that.
Even if you’re not reaching out to the general public, you can still benefit from content marketing. Just look at how much attention B2B SaaS companies like Slack, Shopify, Microsoft, and others get every single day. If you want to use content marketing to your advantage, here are the five types of content you should be focusing on.
The B2B world in general is built on expertise. Businesses want to know that they can trust your business to provide the solutions they need to keep functioning and growing. But to prove your expertise, a quick social media post won’t cut it.
Long-form content like eBooks, on the other hand, is ideal for showing your industry expertise. You can take a deep look into one of your field’s most important topics and provide your own unique insights as well.
On top of that, eBooks can bring new warm leads to your company. By requesting your prospect’s email address in exchange for your eBook, you’re quickly building your email list and ensuring that the leads you’re getting are as promising as possible.
When you’re pitching your services to another business, you’ve got to be able to put your money where your mouth is. Putting together a few case studies will offer solid proof that your business and its strategies have helped clients of the past, hopefully helping to draw in clients of the future.
Instead of simply talking about your company’s experience, put together some case studies detailing your previous work. You’ll get to demonstrate how you’ve handled real-life situations and how your processes and services have benefited others.
For B2B SaaS companies that have worked with clients in multiple industries, it’s a good idea to create unique case studies for each. That way, future prospects can get a better picture of your industry-specific knowledge and how it can work for their needs.
We mentioned earlier that producing an eBook can be an effective way to grow your email list. But what do you do once you get them signed up? Sending out concise yet informative email newsletters should be part of content marketing strategies for all B2B SaaS companies.
Email newsletters are incredibly flexible, which is one of their biggest appeals. You can discuss news in your industry and give your own insights, talk about any changes or accomplishments that your company has recently experienced, or share those precious case studies you created. Plus, you can control how and when you get in touch with subscribers, which may not be the case on social media.
In your emails, be sure to be engaging. Ask for feedback or the thoughts of your readers. You can also use your newsletter to encourage readers to connect with you on social media platforms like LinkedIn and Facebook.
When you think of the term “content marketing,” some people only think about written text. But videos can be especially impactful in attracting and nurturing leads for your company. When it comes to B2B video marketing, the benefits are clear, as 86% of marketers report increased lead generation thanks to video marketing.
Image Source: Outgrow
Using videos is a great approach for every stage of the buyer’s journey. To educate and engage viewers at the top of the funnel, create broad-topic, informative videos about your industry. For the middle of the funnel, you can discuss the biggest pain points in your industry and how your company can help. At the bottom of the funnel, you might consider making your case studies into videos or compiling video testimonials from previous clients.
The good news is that B2B SaaS companies don’t have to spend a ton of money for effective video marketing, especially in the beginning. As long as you have good natural lighting (standing facing a window is usually best) and a decent camera, you’re good to get started!
B2B SaaS companies would be remiss to underestimate the power of the blog. Blogging can be incredibly effective when it’s done right. According to Cobloom, the average SaaS blog gets 573 organic search visits per month and over 6,000 backlinks. If you’re in the top 10% of SaaS blogs, those numbers could be as high as 45,000 and 167,000, respectively.
The key to successful blogging, regardless of the subject matter you choose to write about, is the execution. Being consistent in your posting schedule will build trust with your audience and will give your content a better chance of being read as soon as it’s posted. Be sure to engage with your readers by asking questions or sharing to social media.
In general, longer blogs are more well-received than shorter ones, so your pieces should ideally be 1,000 words or more. Add some visual elements to grab your audience’s attention and consider repurposing blog content into eBooks or videos in the future!
B2B SaaS Content Marketing with WriterArmy
Content marketing can be an excellent strategy for any business, but those in the B2B SaaS world can especially benefit. If you’re not sure where to start or you need some help revamping your current approach, WriterArmy can help.
Our team has spent the last decade working with businesses from across the globe to both plan content strategies and create the content that brings results. We bring a tailored, one-of-a-kind approach to each client, so you’ll never feel like just another number. We’ve worked with many B2B SaaS companies as well as businesses in finance, real estate, travel, tech, education, and more.
Investing in content marketing is a promising strategy for investing in your business. Contact WriterArmy today to learn more or to schedule a free consultation.