87% of B2B marketers report that content marketing helped them create brand awareness. Meanwhile, 74% say it helped generate demand and leads, and 49% claimed it helped generate sales and revenue. With the average B2B buyer consuming 13 pieces of content before making a purchase, content should be an integral part of your marketing strategy.
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SaaS content marketing isn’t only for attracting and converting new customers, however. You can also use B2B SaaS content to build loyalty with existing clientele — about 52% of B2B marketers say they used content marketing to grow loyalty. It’s a critical component of digital marketing for SaaS companies, as it helps nurture relationships at every stage of the customer journey.
This guide examines what B2B SaaS content marketing entails, why it’s important for software companies, and how to implement an effective strategy to maximize your SaaS content marketing ROI.
Content marketing for SaaS companies involves creating and distributing relevant, valuable content to attract, convert, and retain a target audience and drive profitable customer actions.
Successful B2B SaaS content marketing helps technology companies build trust and long-term relationships with prospects and customers. It enables you to reach specific audience segments with high purchase intent and attract them to your website.
This strategy is particularly effective for the B2B tech audience who seek educational content to help them grow professionally. SaaS content marketing also helps establish your brand as a trusted ally and thought leader, so you stay top of mind when they’re in-market for a solution.
B2B marketers understand the benefits of SaaS content marketing, and many invest heavily in their content strategies. High-quality, relevant, and valuable content is table stakes, but often not enough to maximize your investment.
Here’s how to take your SaaS content marketing strategy to the next level to capture the attention of your ideal audiences and accelerate the sales cycle with content.
Most B2B buyers start their purchasing journey with online research. Many are 70% into their decision-making process before they contact a seller. As such, your content strategy for SaaS should meet your prospects where they start their research — on search engine result pages (SERPs).
High-quality content helps improve your website’s SEO ranking by incorporating keywords and driving engagement. For example, our keyword strategy helped Prevounce increase its SEO ranking, leading to a 2,000% rise in demo requests, an 8,600% increase in meetings, and a 1,600% boost in the number of deals closed.
Additionally, you should create B2B SaaS content that appeals to prospects in the awareness stage of the customer lifecycle. Focus on educating them about their challenges and how they can address their pain points to position your brand as a reliable resource.
Organizations in highly regulated industries, like healthcare or cybersecurity, handle a lot of sensitive information. As such, decision-makers must trust your brand before they buy your products. However, B2B buyers spend little time meeting with potential vendors when considering a purchase, making it difficult for solution providers to develop credibility through one-on-one conversations.
B2B SaaS content marketing enables a brand to build credibility throughout the customer journey. Besides high-quality content on your website, you may publish informative and authoritative articles in reputable industry publications to establish your thought leadership positioning.
Also, create case studies and include customer testimonials to showcase how your product helps users achieve results. For example, you may incorporate video testimonials as part of your video marketing strategy to build trust with the audience. If you lack the resources or time to create complex assets like this, a SaaS content marketing agency can help develop the content for you and establish a foundation of trust you can build on.
B2B SaaS companies must navigate complex buying group dynamics where multiple stakeholders have different priorities. They’re often at various stages of the buying journey, requiring different content types to address their concerns.
Your B2B SaaS content marketing strategy should support the lengthy and non-linear nature of the B2B tech sales cycle. Don’t make the mistake of only creating tactical content for the end user while overlooking the concerns of those who approve the purchase. Also, address the needs of multiple personas involved in the decision-making process.
A typical B2B tech buying group often includes a champion who focuses on business value, a ratifier concerned with the total cost of ownership (TCO), an influencer who evaluates the solution’s performance, a CXO who wants to maximize the ROI, and an end-user who prioritizes the experience. Your content marketing for SaaS products should revolve around these personas and target their individual needs.
Any savvy SaaS content marketer knows that the purchasing journey doesn’t end when a prospect turns into a customer. Improving customer retention is critical to driving profitability for B2B SaaS companies. As such, you must consider customer loyalty and retention when crafting your B2B SaaS content marketing strategy.
Offer relevant, valuable, and exclusive content to help customers succeed with your products. When they see ROI from their investments, they're more likely to keep their subscriptions, upgrade their plans, or tell others about your software.
For example, you may create a knowledge base and produce how-to content to help users get the most out of your product’s features. You may also interview customers who have achieved outstanding results with your software and turn the content into case studies or testimonials.
Supporting existing customers with content that enhances their experience with your products and services can go a long way toward upselling, cross-selling, and building loyalty. Plus, it’s a great way to demonstrate SaaS content marketing ROI.
B2B SaaS content marketing is highly effective, but you must go beyond the basics and dial in all the moving pieces to achieve the desired outcomes.
At Spot On, we specialize in content marketing for B2B SaaS companies. We can help you incorporate content marketing into your digital marketing strategy to create synergy across channels and facilitate the buyer’s journey.
Curious to learn more about our SaaS content marketing services? Schedule a time to chat with us and see how we can help you attract high-quality leads, build trust, and drive conversions.