As a long-term digital marketing strategy, content marketing helps brands build trust and relationships with existing and potential customers by providing high-quality content. Both B2B and B2C companies these days create brand awareness, establish authority, and boost sales conversions by creating, distributing, and promoting both textual and visual content.
Like other B2B and B2C companies, Software as a Service (SaaS) companies run content marketing campaigns to build concrete long-term relationships with potential customers. They generate leads, educate prospects, establish thought authority, create brand awareness, and drive the sales process through regular content creation and distribution.
However, SaaS content marketing trends change at regular intervals. While planning SaaS content marketing strategies, you must adopt several existing and emerging trends. Also, you can beat competitors in the highly competitive SaaS industry by detecting and adopting emerging trends. We are making it easier for you to boost SaaS content marketing efforts by discussing some of these important trends.
A market research study conducted by BrightCove suggests that 70% of executives watch related videos while making purchase decisions. Additionally, 93% of executives opt for companies that make video content available readily for consumption.
Hence, SaaS companies will engage the target audience by publishing explainer videos, product demos, and webinars regularly. While creating videos, they will focus on explaining complex SaaS products in a simple way. Also, they will increase the ROI by optimizing videos for various platforms and devices.
SaaS companies can no longer engage the target audience by publishing only static content. They have to complement the static content with interactive content like quizzes, polls, and assessments. While hosting webinars, they will they will engage the audience by including Q&A sessions.
In addition to engaging the audience and increasing brand awareness, the interactive content will help them gather customer feedback. The feedback and user engagement data will help them create and publish content that aligns with the target audience in various stages of their buying journey.
Google’s E-E-A-T quality rater guidelines make it essential for SaaS companies to showcase expertise and establish authoritativeness. SaaS companies will diver organic search traffic to their websites by publishing cornerstone content. In addition to making the website rank for highly competitive keywords, the cornerstone content will prevent executives from visiting competitor websites.
While making a SaaS content marketing strategy, marketers will focus on the creation of long-form content that provides elaborate information and actionable insights. They will optimize the content for search engines by embedding internal links to other pages on the websites. Furthermore, they will maintain and update the cornerstone content regularly to keep them evergreen.
In addition to publishing and maintaining cornerstone content, SaaS companies complement content marketing with search engine optimization (SEO). They will boost their SaaS websites’ search engine visibility and ranking by optimizing content for both text and voice search queries.
Their SEO strategy will focus on including keywords that address pain points, building incoming links, utilizing internal link structures, and considering customer intent. At the same time, the strategy will optimize the content for voice search queries by using conversational language and answering common questions.
As highlighted by several reasons, executives trust user-generated content more than brand-generated content while making purchase decisions. Hence, SaaS content marketing strategies will focus on building trust and credibility by leveraging user-generated content.
SaaS customers will encourage and incentivize customers to review and mention their products or services. Also, they will impress potential customers by including customer testimonials in case studies, reviews, and social media posts. They will boost content marketing campaigns by unifying brand and user-generated content seamlessly.
Executives these days consume digital content in multiple ways. Some of them prefer listening to podcasts or watching videos, while others still read articles and blogs. Hence, SaaS content marketing strategies will focus on repurposing content.
SaaS companies will deploy multifunctional content creators to deliver the same content in textual, audio, and video formats. In addition to curtailing content marketing costs, the repurposing will enable them to share and promote content across communication and marketing channels.
AI-powered tools have transformed all SaaS marketing strategies, including content marketing. Most SaaS companies leverage AI tools to boost marketing activities like buyer persona creation, competitor research, and graph creation. Also, content creators use AI-powered tools to edit and proofread copies.
Generative AI tools like ChatGPT and Baard enable them to produce machine-generated content. SaaS companies will invest in premium AI-powered tools to curtail content generation time and cost. However, they will explore ways to produce high-quality textual and visual content by overcoming the shortcomings of AI content creation tools.
Hence, SaaS companies will use intelligence technologies to create the first draft of the content. Human content creators have to work on AI-generated content to ensure that website performance and SEO campaigns are not impacted adversely.
While buying a SaaS product or service, B2B customers go through a process consisting of several stages – awareness, interest, consideration, and decision. In addition to tracking the prospect’s position in the buyer’s journey, SaaS content marketing strategies focus on meeting his needs across touch points.
Hence, content creators will produce content for each stage in the buyer’s journey. They will ensure that the content moves the prospect through the sales journey by addressing his needs and pain points. SaaS companies will implement multiple marketing content funnels to engage potential customers and convert them into buyers.
SaaS companies these days use lead nurturing techniques to sustain engaging relationships with existing and potential customers. They use buyer personas to understand and address the needs, challenges, and goals of the targeted buyers.
Also, they engage and nurture leads by delivering targeted and personalized content according to their current position in the buying journey. Hence, content creators will focus extensively on producing lead-nurturing content that moves the prospect through the sales funnel.
While producing lead-nurturing content, creators have to prioritize content quality over content quantity. Also, they will combine information and insights to produce content that is comprehensive, authentic, and practical.
Most SaaS companies these days target high-value customers by running account-based marketing campaigns. Account-based marketing emphasizes engaging and influencing each customer account by sending personalized and relevant content and messaging.
SaaS companies leverage data analytics to create and deliver personalized content. Data analytics solutions help marketers understand the behavior, needs, preferences, and pain points of each targeted account. Also, the insights shared by the software help content creators personalize content and messaging that resonates with high-value accounts.
The customer-centric nature of SaaS content marketing has made it KPI-driven. SaaS companies will use multiple KPIs to measure the effectiveness of content in increasing demo bookings and retaining subscribers. Hence, decision-makers will use the number of leads generated and conversion rate while measuring SaaS content performance.
Additionally, they will evaluate content performance using parameters like inbound links, shares, comments, and interactions. SaaS content creators and marketers will keep in mind these KPIs to understand what is working and what is not.
As a tried-and-trusted digital marketing strategy, content marketing helps your SaaS company foster long-term relationships with existing and potential customers. But you can make the SaaS content marketing strategy only by detecting and adopting emerging trends early. Additionally, you must keep the SaaS content marketing strategy flexible enough to implement existing and emerging trends without any delay.
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