The Ultimate Guide To Content Marketing For SaaS Business
In the current digital era, traditional advertising is gradually taking a backseat. An increasing number of businesses are inclining towards digital marketing, especially content marketing, in order to increase their brand awareness and boost revenue.
Businesses that have adopted a proper content marketing strategy have seen a significant growth in their website conversion rate compared to those who are yet to leverage the power of content.
In fact, according to DemandMetric, content marketing costs 62 percent less than traditional marketing and generates about 3 times as many leads. It is, therefore, no surprise that almost 86 percent of B2B marketers and 77 percent of B2C marketers invest in content marketing to boost their bottom line.
However, you need to do it right to maximize your ROI and improve your brand’s reach.
Here are a few tips for SAAS businesses to get their content marketing right:
Share Something Useful with Your Readers
Perhaps, you already know that you need to create compelling content for your readers. But how do you create something genuinely worthwhile that your readers will love to read? Simple, create something that they will find useful!
Here, you need to understand one thing: Content marketing isn’t really pure marketing or pushy marketing that usually annoys people. The success of content marketing lies in creating content that adds value. This means, your content must solve the issues or immediate problems faced by your readers and if you can do this right, you will never have to beg people to share your posts. They will do it voluntarily.
This, again, will help you improve your site’s traffic. Let’s consider these findings:
- KISSmetrics receives 70 percent of its traffic to its blog, which features a mix of articles, infographics and tools
- HubSpot too receives 37 percent of traffic share to its blog, whereas the homepage receives only 13 percent of traffic
- The blog and research pages of Moz are the most popular, each receiving 14 percent of traffic share
So what exactly do these people do to attract their readers? Basically, they share insightful data and stats, information about helpful tools, services and tips, etc. that add value to readers. In fact, creating pro-tips is one of the best ways to attract the attention of your readers.
Kelloggs, for example, is leveraging this by sharing some of their tastiest recipes with some pro-tips to add a flavorful twist to an otherwise ordinary recipe.
But then almost all businesses with food-related websites do this. What else can be done to be different? You can target different age groups. Now you may think many food bloggers are doing the same thing. How can you stand out? The secret lies in the way you treat your content.
Nestle, for instance, clearly targets female buyers, especially moms and homemakers with their content. In this particular post, Nestle targets people who buy products similar to theirs (a particular age group) with information that readers really find useful.
Toyota does something similar as well. They target people who drive without using their content to advertise their company or product. Rather, Toyota Safety Sense is all about making the road safer, “together.”
In addition to this, you need to think beyond your current audience. See how Pampers, a company that is in the Top 50 brands of Forbes, is targeting customers apart from their current audience. Although their main product is diapers and baby wipes, Pampersoffers quality content on myriads of topics, ranging from pregnancy, and sleep training to the different stages of motherhood in order to connect with their audience.
The above brands will inspire and help you discover new ideas to attract your target audience through content.
But make sure your users know whenever you are posting something important and useful. Creating newsletters is the best way to do so.