The Most Important Content Marketing Channels for Your B2B SaaS
Published on September 15th, 2023
7 min read
Published on September 15th, 2023
7 min read
Our SaaS growth agency business was almost collapsing because we didn’t focus enough on content marketing.
We relied heavily on outbound email marketing to get clients for our business. And it took us a lot of time to realize that our email campaigns were not working.
We wasted a lot of time and resources to make it work. But it is, as they say, almost impossible to crack the outbound code.
So, we switched the strategy; content is now the most critical part of our marketing strategy. We did this for years for dozens of SaaS companies, but we should have applied the same to us. This strategic change saved our business and even ramped up the growth.
Blogging is the cornerstone of your content marketing strategy. It provides a platform for you to showcase your expertise, establish authority in your niche, and connect with your audience. Consistent, high-quality blog posts can generate organic traffic and nurture leads over time.
Ebooks are the powerhouse of your content marketing strategy, allowing you to delve deeper into complex topics. Ebooks are usually very lengthy in nature and take up a lot of time to write compared to one blog. But remember, the ROI of your ebooks is way more than that of your blogs. Your ebooks can be used as lead magnets to attract high-quality MQLs. This is where the 80/20 rule is applicable. Ebooks will only comprise 20% of content volume because you can only write a few of them, but they will drive 80% of all your organic MQL generation.
There’s another aspect of the 80/20 rule that is applicable here. Spend 20% of your time creating and 80% promoting the content. Share excerpts, conduct webinars, and utilize social media to amplify their reach.
Talking about ebooks reminds me of the amazing ones published on our website. You should really read them if you want to learn more about SaaS SEO and content marketing.
Newsletters are a direct line of communication with your audience. You don’t own your audience when you build an audience on social media or any other platform. Twitter might disable your account; Google may shut down your website for some technicality you were unaware of. But when you have a newsletter, you own your audience. You have their email ID, and you can stay in touch with them even if MailChimp or Convertkit bans you from using their platform.
Newsletters provide an opportunity to deliver valuable content directly to their inboxes, fostering a sense of exclusivity and trust. Craft compelling subject lines and offer exclusive content or early access to keep subscribers engaged.
In a world dominated by visual content, video marketing has become indispensable. Engage your audience with informative product demos, customer testimonials, and educational content. Platforms like YouTube and Vimeo are excellent channels for hosting and sharing your videos.
We recently started focusing heavily on video marketing and did one podcast a few weeks ago. When you input the search query: double SaaS web traffic, our video ranks third on the first page. Google has started to understand video’s power, which is why it is rewarding businesses that create video content.
LinkedIn is the go-to platform for B2B interactions. It has shown a very lukewarm platform for the last couple of years because it’s preachy content. But that segment has started to die down, so it’s a very important time to invest your resources on the platform.
Leverage LinkedIn to establish your brand, share thought leadership content, and engage with industry professionals. Join relevant groups, participate in discussions, and showcase your SaaS offerings.
Twitter’s fast-paced nature makes it ideal for real-time updates, announcements, and engaging with a broader audience. And over the last couple of years, Twitter has turned into the favorite place for VCs and founders to hangout. This factor makes Twitter ideal for building B2B relationships that can turn into high-RoI financial deals.
Podcasts are a fantastic medium for reaching professionals on the go. They allow you to share in-depth insights, interview industry experts, and establish a loyal listener base. It is undeniably important to add podcasting in your SaaS content marketing strategy.
In conclusion, a multi-channel approach to content marketing is essential for success in the B2B SaaS space. By strategically utilizing blogs, ebooks, newsletters, videos, social media, and podcasts, you can effectively engage your target audience, build trust, and drive conversions. Consistency and quality are the pillars of a successful content marketing strategy. Happy marketing!
Pushkar is a Digital Marketing Manager and leads SEO Research at FirstPrinciples Growth Advisory. He has over 12 years of experience in Search Engine Optimization for European, American, and Indian markets, both from the agency and as in-house marketing support.
Over these years, he has helped startups and multinational companies (Finance, NBFC, SaaS, Home Improvement, Health, and Software) grow their organic search visibility & achieve their SEO goals.
He is an innovative, cross-functional marketing leader with a track record of planning and managing exceptional marketing campaigns yielding positive returns.