B2B SaaS Content Marketing: Overcoming Challenges and Elevating Your Strategy
B2B SaaS content marketing can be notoriously complex. Your SaaS company’s solutions are built to solve problems for a highly select subset of a professional audience. If you can’t find and reach this audience with your content, creating it feels like a waste of time.
No matter how niche your SaaS solutions are, however, content marketing can and will work for your brand. In a space where it can be especially tough to differentiate and be found by your audience, a well-crafted content strategy can be your key to breaking through. Let’s talk about how.
Major challenges of SaaS marketing
The SaaS industry is a hot place to be, but strategies are under a magnifying glass. Many of the key challenges that characterize B2B marketing more generally are intensified in the SaaS environment:
- Market education: Solutions are often especially complex and innovative, driven by advancements in digital transformation.
- Long sales cycles: Signing up with a SaaS provider is a major investment (financially and operationally), making it a heavily-scrutinized decision.
- Acquisition versus retention: The subscription-based nature of the business model means needing to dually showcase value to new audiences while reinforcing it for existing customers.
- Steepening competition: New SaaS companies are popping up just about every day. McKinsey has estimated the global SaaS market could be worth $10 trillion by 2030.
How B2B SaaS companies can elevate their content marketing
There are many aspects that go into an effective SaaS marketing strategy built to address the aforementioned barriers, but content can be the underpinning of your growth engine. Follow these key tips for great SaaS content.
Don’t neglect upper and mid-funnel educational content
If you want your SaaS content marketing to make its greatest impact, high-funnel content is even more important than demand generation content.
As a B2B company, 95% of your customers are out-of-market at any time, which means you’re inherently speaking to a small potential audience with conversion-focused content.
Leverage third-party reviews
According to a survey of over 100 B2B SaaS marketing executives by Wynter, 81% of today’s SaaS buyers consult third-party reviews when vetting software. Over half (54%) of these buyers start their vendor research by consulting these reviews.
About the author
Harry is one of TopRank Marketing’s Content Strategists, and has been a professional digital content specialist since 2016. During this time, he has honed his content writing skills and worked closely with SEO and SEM experts to enhance his understanding of how to most effectively create high-quality content that performs well on both search engines and social media. Harry is passionate about creating content that represents the voice of his clients well and provides genuinely relevant, insightful information that his client’s customers will find helpful and entertaining to read. When Harry isn’t writing content, he’s usually reading it, or watching movies. He watches a lot of movies.