January 28, 2020 4 min read

The rapid growth of content marketing is undeniable. B2B SaaS companies are churning out blog posts left and right, but the reality is few marketers are creating strategic content aligned with their business goals, whether that's increasing retention, generating leads, or boosting brand awareness.

In fact, just 39% of B2B marketers say they have a documented content marketing strategy. No strategy means no goals, no action plans, and no way to measure your efforts. But successful content marketing is never a shot in the dark.


Why SaaS Businesses Need to Build a Content Marketing Strategy?

Companies that create a content marketing strategy see roughly 30% higher growth rates than companies without one. A content marketing strategy focuses your efforts and helps you understand the role content plays in the big picture. You need to know what you’re trying to accomplish with the content you’re creating. Otherwise what’s the point?

A content marketing strategy gets everyone at your company (marketing, sales, product, etc.) on the same page with your content marketing goals. Simply put, it helps you decide what to do, when to do it, and how to do it.


How to Build a Content Marketing Strategy?

Know your ideal customer

Know your ideal buyer and create content that speaks to their wants and needs. This is your first priority. When you don’t have a deep understanding of your ideal customer, it’s impossible to reach your business goals.

Set goals that support the business

Without concrete, relevant goals, the content you put out there is just noise. Your content fits into your larger company picture, and you need to know its purpose.

Establish an editorial mission

What do you want to achieve with your content? 

Who are you trying to reach, and how will you reach them? 

These are the questions your editorial mission (also called a content marketing marketing mission) will answer. Without a clear mission, you’re writing for the sake of writing. And that simply isn’t content marketing.

Assess your current position

To get where you want to go, you first need to take stock of your current situation. Run a content audit to get actionable insight on the current state of all web content. This will tell you what content is performing best and what content your audience appreciates the most so you’ll know where to focus your efforts.

Find and maintain your brand personality

Brand plays a big role in the success of your B2B SaaS company. SaaS companies report having an average of nine competitors and are starting to invest more in their brand to stand out in a crowded market. Why? Because brand, not features, is the biggest differentiator. Your brand is essentially how your audience perceives you. And your voice is the representation of your brand personality. Even if you don’t take the time to define your brand, your audience will still form an impression of you.

Distribute and amplify your content

If you create a blog post but nobody reads it, does it really exist? How will you reach your audience? There are a few ways to distribute your content:

Search engine optimization (SEO):

A well-written blog post or insightful podcast isn’t the key to content marketing success. You need to optimize your content for search so that the right people can find it. Your SEO strategy will depend on your primary business goals. By taking a pain-point driven SEO strategy rather than a keyword-first approach, you’ll be well equipped to come up with with topics that generate leads and increase conversions.

Organic social distribution:

You’ll know where your ideal buyers hang out online based on your customer research. You don’t need to include a strict channel plan in your content marketing strategy, but you can talk about some of the most important ones. Share content on these channels and interact with your audience there.

Paid advertising:

It’s generally a good idea to start with organic distribution before jumping into paid distribution. Especially in the SaaS industry, organic search results are considered to be more trustworthy than paid ads. But targeted paid search and social can do wonders if you’re just getting the word out about your business and have a low domain authority.

Email marketing:

Out of your existing contacts, who would benefit the most from your new piece of content? Create personalized emails to specific segments, and explain why you think they’d value the information.


Adjust your strategy as needed

Have aspects of your business changed, but you haven’t updated your content marketing strategy and messaging? Have you noticed a drop in traffic, or lower conversion rates? These may be signs it’s time to delve back into customer research. Since this research guides your content marketing strategy, it makes sense to start by reviewing your ideal customers. Plus, you learn more about your customers over time. Down the line, you might find your early customer research was focused on a different segment than what you’d like to go after next.

I want to state again that every business is different. Internal processes vary. So this list may not be exactly what you’ll need to kick-start a content marketing strategy. And it’s by no means exhaustive. But it’s a start! If you have any further questions, feel free to reach out to us and chat about your marketing goals.


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