Did you know that digital content marketing can generate 3 times as many leads as traditional marketing while costing 62% less?
No wonder 50% of marketers plan to increase their investment in this area of marketing to help them build trust, improve SEO, drive high-quality traffic, and facilitate the B2B buyer’s journey.
Download our ultimate guide on developing and implementing your SaaS healthcare marketing strategy.
Digital content marketing is essential for building credibility and authority in the healthcare SaaS industry. It allows you to educate your audience about their challenges and your solutions while providing a stage to speak to them as an insider, resource, and ally — positioning your brand favorably.
Creating strong content that builds awareness and engagement with your brand, and drives quality leads, requires substantial effort. Hiring a SaaS content marketing agency can help solve common staffing, planning, and execution challenges. But how do you choose the right partner to maximize your investment?
Here are seven things to look for in a SaaS content marketing agency to ensure you’re hiring an experienced and knowledgeable partner to yield the best results:
The healthcare tech audience consists of seasoned business professionals demanding content of high technical standards. Nothing can replace real-world experience when producing content for this audience.
Your SaaS content marketing agency must be familiar with industry terminologies and norms. These include HIPAA compliance, telemedicine, electronic records, workflow and staffing best practices, patient experience concerns, and more.
An experienced partner understands what drives the healthcare SaaS purchase journey and uses that knowledge to produce content types and formats that meet audience preferences. They also time your campaigns to deliver the right content to the target audience at the appropriate customer lifecycle stages.
Seek a SaaS content marketing agency that can provide testimonials and case studies to demonstrate how they’ve implemented successful digital content marketing campaigns for other healthcare tech companies.
An experienced SaaS content marketing agency is deliberative about its approach to digital content marketing. It should produce authentic, helpful content to build trust and relationships with the audience while showing how your solution can help without being overly promotional.
Your agency should build a solid foundation with evergreen or cornerstone content that will stay relevant over time and appeal to a broad audience. They may also repurpose the content to create downloadable pieces (e.g., white papers and e-books) to support your lead generation efforts.
A reputable SaaS content marketing agency will set up consistent processes. These include creating content calendars, defining steps for drafting, editing, approving, and posting content, and distributing that content through email, social media, and other key channels.
Spinning out content that does not serve your target audience is a waste of time and money. A SaaS content marketing agency should ask questions and consider your buyer personas to identify the best topics for your digital content marketing strategy.
For example, they should assess your audience’s needs and priorities, the sales funnel and the buyer’s journey, current CRM and marketing tools, timelines and content goals, and available budget to make effective and feasible recommendations.
A trusted partner will analyze your buyer personas, validate them with customer data, and perform a full content audit. They will also review your sales collateral, case studies, and other customer-facing information to identify the most impactful improvements.
B2B buyers expect a cohesive, omnichannel customer experience. A SaaS content marketing agency helps you determine the best content types and touchpoints to deliver the right message throughout the customer journey.
Your agency should be familiar with content types like blog posts, podcasts, white papers, guides, infographics, videos, and social media posts and produce content consistent with your brand tone and value proposition to deliver a seamless experience throughout the marketing funnel.
A skillful content team can also help you identify the best distribution channels (e.g., email, social media, website, etc.) to support an always-on digital presence and meet your audience where they seek information to stay top of mind.
Search engine optimization (SEO) is a dynamic discipline closely tied to digital content marketing. A well-executed healthcare SEO strategy helps increase visibility, build credibility, and drive high-quality traffic to your website.
Publishing audience-centric, well-researched content is critical for effective healthcare SEO. An experienced SaaS content marketing agency incorporates the latest SEO best practices into its strategy and uses techniques like mixing short and long-tail keywords to help you attract audiences with high purchase intent at various stages of the buyer’s journey.
They will perform ongoing keyword monitoring and analysis to stay current with changing search engine algorithms. They should also regularly audit and refresh your content to boost your SEO ranking and build domain authority for long-term success.
Digital content marketing generates momentum over time by educating your audience, increasing your credibility, and building trust to achieve long-term objectives. An agency that promises large sales increases overnight will likely disappoint.
An experienced SaaS content marketing agency will work with you to determine what success looks like, create a plan, and set a realistic timeline to achieve your goals. They will also clearly communicate the resources and oversight they need from you to support a fruitful partnership.
Additionally, they should support critical milestones and objectives with meaningful key performance indicators (KPIs). Within a few months of the partnership, you may expect measurable results on marketing metrics like web visitors, marketing-qualified leads, lead quality, sales calls, and lead conversions.
Some agencies build a simple strategy, do a run of cornerstone pieces, collect their checks, and leave you adrift. However, digital content marketing is an ongoing process, and your SaaS content marketing agency must help you assess outcomes and make continuous, data-driven improvements.
For example, if readers tend to finish articles and linger on the site but don't convert, you may need a better strategy to move them through the sales funnel.
Digital content marketing is a dynamic field. An experienced SaaS content marketing agency helps you stay current with the latest trends and customer expectations to create relevant materials and reach your audience through the most effective channels.
Content is a living part of your brand identity and integral to a holistic SaaS marketing strategy. A trusted partner with deep healthcare industry knowledge helps you evolve your strategy and produce timely assets to attract high-quality prospects and support your growth.
At Spot On, we create relevant and high-quality content and incorporate it into a robust omnichannel marketing strategy to help our clients establish trust, grow their pipelines, and accelerate the buyer’s journey. Book a meeting to see how we can help you achieve lasting success.
Rebecca Graves co-founded Spot On in 2012. As a partner and leader of client services, she takes immense pride in being in charge of “client happiness.” The role allows her to wield her problem-solving skills while fostering big-picture perspectives and team building. Rebecca’s more than 35 years of experience have equipped her to translate strategic planning expertise for the advancement of tech companies transforming the healthcare, financial, and legal industries.
Get the latest and greatest posts sent straight to your inbox.