Connect with your audience by covering the topics they care about the most.
Plan out a network of interlinked blogs that answer related questions and help each
other rank.
Write and publish content that helps people, and watch your rankings go up!
Find topics and outlines catered to your business.
For business-to-business (B2B) Software as a Service (SaaS) companies, content marketing can make or break their success. Creating SaaS content is necessary to show customers who your company is and what you have to offer. But not doing it correctly can either make it harder for customers to find you, or worse, drive customers to use your competitors’ solutions instead.
To help you attract customers, we’ve created this guide to teach you what a B2B SaaS content marketing strategy is and how to create and implement one successfully.
B2B SaaS content marketing is an advertising method used by Software as a Service companies who sell to other businesses to write, publish, and promote content. The goal of this approach is to:
When considering what kinds of content to create for your marketing plan, you have several options to choose from.
For example, creating social media posts or emails is a great way to remind prospective and current customers who you are and what you can do for them. Both of these options also work well for promoting other content or informing your customers of new deals or offerings you have.
Blogs work well for answering your target audience’s questions and teaching them about something. If you want to go a more formal route in educating your customers, an eBook is a great option. These can be longer and more technical than blogs usually are. They also work well as gated content so that you can gather prospective customers’ contact information and send them related emails.
Podcasts and videos are also great options for content. According to B2B content marketing statistics from Demand Sage, 383.7 million people across the globe listen to podcasts, with over 100 million of them located in the U.S. As for video, 3.1 billion people across the globe watch digital videos, which is why 92% of marketers say it’s a very important part of their marketing strategy. Taking advantage of these two forms of content can spread the word about your company and even generate more leads.
Why Is SaaS Content Marketing Important for B2B?
SaaS content marketing is important for B2B companies because it grows your customer base and, subsequently, your revenue. Plus, there are a lot of people involved in the decision-making process of a business as opposed to an individual consumer making a decision. In fact, according to one Gartner study, there are usually 6-10 people involved in the decision-making process. That means your content needs to show business leaders that your solution is worth investing in and can make processes easier for their employees which, in turn, creates happier customers.
What sets B2B SaaS content marketing apart, too, is that value needs to be proved to customers over and over again, even customers you’ve already won over. That’s because SaaS products or services are typically subscription-based, which means you need to prove to customers that your solution is worth paying for regularly. Having an effective content marketing strategy in place can prove that value to your customers.
A content marketing strategy is your plan for creating and publishing the content you create. While it sounds similar to content marketing, the two differ in that content marketing focuses on what you’re doing (writing, publishing, and promoting content) whereas a content marketing strategy describes how you’re going to do it. To create your content marketing strategy framework, you’ll need to determine:
Figuring out these points will guide your content creation so that you know how everything should connect with each other and what each piece of content should do to bring you the most success. Having a content marketing strategy in place that is proven to drive results will also bring more business to your company. There are many types of content marketing strategies out there, but the one that works the best for getting content to page one of search engines is Pillar-Based Marketing (PBM).
PBM is the practice of creating at least 16 pieces of content around a general topic of your choosing. This content includes:
Building a network of content like this will show your customers that you’re an authority on the topic you choose to write about. That’s because the linking strategy shows search engines (and customers) that your pillar and sub-pillars are being referred to as a relevant source in each of your smaller pieces of content.
On top of using this strategy, including several other essential elements in your SaaS content marketing strategy will help you see real results.
For an effective content marketing strategy, you will need to include these elements in your plan:
From there, look into your competitors. Look at how they market their solutions and what features they offer. Finding these details out will help you identify a way to stand apart from the competition and win over the audience you’re both fighting for.
You need the above elements to create a SaaS content marketing strategy. However, you will also have to use other content marketing fundamentals to see success in the B2B SaaS world.
To be successful in B2B marketing in the SaaS space, you will need to:
When creating your content, make sure to develop some for each of these stages of the buyer’s journey. That way you can better attract prospective customers no matter what stage they’re in.
To track the success of your marketing campaign, look at specific metrics that indicate how your content is performing.
To track the success of your SaaS content marketing campaigns, consider using these metrics. While all of these have to do with sales and costs of gaining a customer, they relate to content marketing because your marketing strategy will drive new customers to use your products. Content marketing also boosts organic traffic, which can make acquiring new customers less expensive.
churn rate = (customers at the beginning of the month - customers at the end of the month) / customers at the beginning of the month
NRR = (ARR or MRR + Expansions + Upsells - Churn - Contractions) / ARR or MRR
CAC = (cost of sales + cost of marketing) / number of new customers acquired
CLV = (average value of sale x number of transactions x retention time period) x profit margin
lead conversion rate = (number of qualified leads that result in sales / number of qualified leads) x 100
If you’re looking to either improve your B2B SaaS content marketing strategy or create a brand new B2B content marketing strategy in 2023, let DemandJump help. Not only will our platform create a Pillar-Based Marketing strategy for you to use, but it will also show you what keywords and questions to include in your content. This leads to higher rank on search engines and better lead generation. We also offer Pillar-Based Marketing courses in DemandJump University so that you know exactly how to take advantage of this strategy.
What are you waiting for? Start seeing results from your B2B SaaS content marketing campaign by using DemandJump.
