Content marketing is not a walk in the park. A publication by Google shows that before deciding on a product or service to buy, over 70% of B2B consumers routinely access between two and eight pieces of content. Content marketing has a cheaper cost per lead than traditional outbound methods and results in unique site traffic. Furthermore, content marketing is ideal for increasing your brand awareness, website traffic, and generating leads. You can find more information about content marketing on the GetUp Lead website.
Content marketing isn’t just increasing the volume of your content production. Writing more blogs, case studies, and e-books alone cannot generate your expected ROI. Out of the 90% of B2B marketers that leverage content in their marketing strategy, only 29% admit that it drives the sales needle.
Keeping the above information in mind, how can you improve your ROI? This article discusses four essential tips for creating a successful SaaS content marketing strategy.
- Thoroughly Researching Your Consumer
Understanding who you are writing for and aiming to solve their problem is essential before strategizing and writing content. Additionally, offering actionable advice and suggestions can enhance your potential customers love and trust in you. It is best to constantly remember that your customers are stressed executives that don’t have time. Therefore, they prefer answers and solutions to marketing fluff.
Building business buyer personas is a starting point for solving your consumer’s problems. In addition, considering the following can help get to the heart of their problems;
- Biographical information: including your ideal customers’ age, profession, income level, and gender.
- Content: including sources they rely on to get information about industry trends.
- Issues: including business problems and how you can assist in resolving them.
- Investing in Search Engine Optimization (SEO)
After identifying your target consumer and understanding their common concerns, you must validate your hypothesis before writing the content you think your consumers are looking for. You can get detailed information on SEO keywords and phrases when you use tools like Ahrefs or SEMrush. The tools also give information about the number of searches per month and the related keywords.
If your initial hypothesis about keywords and search items is correct, that’s great. Otherwise, you don’t have to produce content nobody is actively searching for. Ahrefs and SEMrush are good at suggesting tangential keywords and tweaks to your approach. Including such keywords in your copy give your potential customers the best chance of finding you.
- Understanding Your Sales Funnel
Although content marketing isn’t an exact science, you can get the most out of your efforts by deploying the best practices. The sales funnel has four stages – awareness, interest, decision, and action. At the top of the sales funnel or awareness stage, your approach ensures that you cut through the noise to establish your authority.
Although there’s nothing better than your potential customers finding you through organic search results, the efforts do not end there. Even though your customers become aware of your existence, they do not automatically become your loyal customers. You can make your customers loyal by moving them through the sales funnel.
To help your potential customers move through the sales funnel, building a relationship with them and providing enticing offers each step of the way is essential. People only buy things they believe are of immense practical value. Therefore, your content needs to provide value. Because users filter out as they move down the sales funnel, your content needs to be granular.
You can invest in a case study that showcases your product helping an actual client achieve better business productivity. Alternatively, you can use a webinar that addresses specific questions your potential customers may have. The objective at the decision and action stages of the sales funnel is to highlight your product and how it’s different and better than the competition
- Using Pillar Pages to Establish Credibility
A pillar page is an essential piece of content for your website. It addresses all possible questions users have while going into a lot of detail. It is best to use the “hub-and-spoke” model approach to your pillar page.
Apart from pillar pages establishing your credibility on a topic, they are great for SEO. Investing in pillar pages can attract a lot of new traffic to your website because industry publications and other blogs are more open to linking back to it
In the end…
Content marketing is ever-changing. Due to the new formats, several SEO tactics, and greater competition, you must constantly track and optimize your strategy. In the sphere of digital marketing, change is the only constant. However, the more you iterate your efforts, the better your chances of standing out from the crowd. In addition, implementing the strategies discussed in this article can help improve your marketing strategy.