five Content Marketing Lessons from your Fastest Growing SaaS Companies

content marketing lessons

Issue raged for a long time about whether or not SaaS companies really needed content advertising .

In 2022, that debate is dead — content is really a critical piece of successful digital marketing for every SaaS brand. But SaaS solutions also have unique traits that make the particular one-size-fits-all approaches working for some other industries more challenging for SaaS.

Topics covered in SaaS content in many cases are technical. In addition , SaaS businesses are always playing a long sport with customer acquisition, trying to create content that continuously demonstrates the value of their brand name so customers keep them top-of-mind when it comes time to purchase new solutions.

So, just how can SaaS brands create their technical content thrilling and build audience loyalty that ultimately translates to new company?

In this article, we’ll explore some content marketing and advertising lessons for SaaS manufacturers from companies who have already carried out it exceptionally. From creative video content to authentic storytelling to strategic content organization, these examples all offer actionable tips you can leverage right away to jumpstart your own personal content ROI .

Quick Takeaways

  • Videos are a great way to make highly technical topics engaging while building a human connection with your audience.

  • Case studies give SaaS brands a unique chance to share data-driven results and engaging stories at the same time.

  • SaaS brands can create content hubs to make their content a lot more accessible and complex subjects more digestible.

  • Endorsements from industry influencers like recognized founders and executives may exponentially increase brand achieve.

5 Actionable Content Marketing Training for SaaS

Make technical topics fascinating with video

Video is one of the most effective content varieties brands can create as part of their own larger content strategy. It is forecasted to account for a whopping 82% of all internet traffic right at the end of 2022, and audiences across industries and topics increasingly prefer it more than other types of content.

Video is an especially useful content marketing tool intended for SaaS companies because it is an engaging way to break up the highly technical and sometimes complex topics they cover for customers. Two SaaS brand names that have done this exceptionally well are Moz and Ahrefs, two of the industry’s leading SEO software tools.

Moz cofounder Randy Fishkin launched Whiteboard Friday in 2007, when the company was still in its infancy and looking for any means to grow. He kept it simple: every video featured Randy standing in front side of a pre-drawn whiteboard, ready to cover topics related to content marketing and SEO, which at that time were quite new and novel topics for digital marketers.

Here is two examples, one of their early videos from 2012 on keyword targeting, then one of their most recent from 2021 on the ROI of SEARCH ENGINE OPTIMIZATION. You’ll see one large change — Randy has ceased to be with Moz or hosting the videos. But or else, Moz has stuck with their own tried-and-true format for Whiteboard Friday. The videos supply high value with simple, low-cost, no-frills production.

Ahrefs creates punchy video clips that cover tons of relevant topics for SEO specialists and get straight to the point with actionable insights. Their Youtube . com videos are organized simply by topic playlists, making it super easy for people to find the content they require. The Ahrefs YouTube channel has become a go-to resource for SEO professionals.

Increase your social proof with case studies

B2B decision makers know that their purchase decisions have wide-reaching impacts on their organizations. They want to be absolutely sure the products and services they choose are the right ones.

What better way to construct that trust than showing proven, measurable results from present customers that have already benefited from your solutions?

Case studies give B2B companies a unique opportunity to present data-driven information while also telling a relatable story. Prospective customers can see examples of how your solution’ s benefits are applied in real-life situations. They also create much-needed assurance for customers while they’re buying decision.

Analytics and intelligence platform Sumo Logic is a great example of ways to leverage case studies to construct social proof. Their searchable database allows users in order to filter by solution to find case studies specifically relevant to their needs.

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Retail operations platform, Vend, takes a different yet equally effective approach to case study library searchability. Their case studies are searchable simply by industry and business size. Users can filter them to see how companies similar to them apply the Vend remedy.

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Generate connection with authenticity

Today, Groove is a prosperous customer support software tool with ten, 000+ corporate customers (including the likes of Hubspot, AT& Capital t, and Shopify) and almost 200, 000 blog subscribers. But there was a time a little while ago when Groove was a having difficulties startup wondering why their own content marketing efforts weren’t working.

Groove founder Alex Turnbull great team decided to try something different: telling their real tale, struggles and all. They began a blog about their particular startup journey, including articles like this one, sharing big accidents that almost cost all of them big:

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It might seem risky to let the world know that your company struggled. But by doing so, Groove built an audience of other founders, startups, and entrepreneurs — many that will needed customer support software and become potential customers for Groove. As their audience grew, so did their revenue. One year once they launched their startup journey blog, they were bringing in $5M annually.

Groove’s startup journey blog nevertheless generates tons of brand attention for the company. It’ h become something they’re reputed for by peers and customers alike.

Articles hubs can make complex subjects approachable

Content hubs help brands in any business to organize large libraries of content. This is especially important for SaaS companies, who frequently cover in-depth, technical subjects and provide long-form instructional content material in formats like how-to or ultimate guide blogs.

Trying to fit everything in one place can lead to lengthy, hard-to-read content that will loses its audience.

Content hubs permit you to break up these topics into smaller, digestible bites while centralizing them in one location. Moz does this very well. The Moz Blog is easily sortable by topic category so users can quickly entry relevant content. Long-form content material like comprehensive guides is usually broken up into chapters (that users can easily jump in order to from a drop-down menu) that make them easier to use.

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Influencer endorsements build trust

This might seem a little strange if you haven’t seen it for yet. Influencers in SaaS? Isn’t influencer marketing a lot more suited for B2C product promotion?

It’s possibly used most commonly in that space, but influencer marketing is definitely an extremely impactful way to create brand power and create the all-important trust necessary to convert new customers.

Influencers can include people in the industry that have large followings and profitable executives and founders from SaaS companies. Basically, influencers can be any person or brand name whose reputation precedes all of them and whose opinion or even endorsement would matter for your relevant audiences.

Website builder Squarespace executes influencer marketing successfully using their YouTube series featuring popular YouTubers in different niche categories, including gaming, education, plus cinema.

The particular campaign leveraged each influencer’s audience to showcase Squarespace features and benefits. It created visibility across a number of industries and audiences the company wouldn’t have had access to or else. It succeeded in raising conversions and new sign ups. The videos themselves built brand awareness and generated more than 5 million views.

Take a look at their video collaboration with CinemaSins (which has more compared to 9 million subscribers) plus read more about the campaign here .

Want to join these SaaS content marketing successes?

If you are ready to get more traffic to your site along with quality content published regularly, check out our Content Builder Service .

Set up a quick appointment , and I’ll send you a free PDF version of my books. Get started nowadays – and generate a lot more traffic and leads for the business.

The post 5 Content Marketing Training from the Fastest Growing SaaS Companies made an appearance first on Marketing Insider Group .

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