Insights, Marketing

Create your B2B SaaS content marketing strategy in 9 easy steps

by Ryan James

Are you a B2B SaaS business struggling to attract customers? Do you want to increase your sales and grow your business? Then it’s time to focus on content marketing!

With so many SaaS companies competing for the same target audience, it can be challenging to stand out and attract potential customers.

And though spending hundreds or even thousands of pounds on Google Ads has benefits, there’s nothing quite like content marketing to build brand awareness, attract a steady stream of warm leads, and drive profitable customer action.

In fact, research shows that 91% of B2B marketers use content marketing to reach customers, and 58% of all B2B marketers said they have a content marketing team or employee on board. 

In this step-by-step guide, we’ll explain the importance of content marketing for customer acquisition and show you how to create a successful content marketing strategy for your B2B SaaS business.

Let’s get started!

Why is SaaS content marketing important for B2B companies?

So, what’s all this fuss about with content marketing anyway? Well, unlike traditional advertising, content marketing provides tangible value to your potential customers by answering their questions and addressing their pain points.

By creating high-quality content, you can establish your B2B SaaS company as a thought leader in your industry, build trust with potential customers, and ultimately drive conversions.

And let’s not forget that content marketing can seriously help your website rank higher in the search results, increasing your visibility online, and making it easier for potential customers to find you.

By showing off your expertise and climbing the ranks online, you’ll bolster overall marketing and sales efforts, as customers won’t have to question your credibility.

Instead, they’ll move through your sales funnel faster, as you’ve already built trust with them through your content marketing campaigns. What’s not to love?!

Your B2B SaaS content marketing strategy in 9 simple steps

Want to experience all these benefits for yourself? Learn how to create a solid content marketing strategy for your B2B SaaS brand below!

Step 1: Define your target audience

Before you start creating content, you need to know who your target audience is. Who are your potential customers? What are their pain points, needs, and desires?

By understanding your target audience, you can create content that resonates with them and addresses their specific needs.

For example, if your target audience consists of IT managers in the healthcare industry, you may want to create content that speaks to their specific challenges, such as data security and compliance.

Step 2: Conduct keyword research

Keyword research is essential for identifying the topics and phrases your target audience is searching for online. By using tools such as Google Keyword Planner, SEMrush, or Ahrefs, you can find high-volume, low-competition keywords related to your industry.

For B2B SaaS businesses, it’s important to focus on long-tail keywords that are specific to your SaaS product or service.

For example, if you offer project management software for small businesses, you may want to target keywords such as “best project management software for small businesses.”

Step 3: Develop a content strategy

Once you know your target audience, it’s time to develop a content strategy. Your content strategy should outline the type of content you’ll create, the topics you’ll cover, and the channels you’ll use to promote your content.

Use your keyword research to inform your content strategy, and consider using a mix of formats such as blog posts, videos, eBooks, lead magnets, and infographics to keep your content fresh and engaging.

Step 4: Create high-quality content

Now that you have a content strategy, it’s time to get writing! Your content should be high-quality, relevant, and genuinely valuable to your target audience (not just the stuff you’re interested in writing about!)

Remember, the goal of content marketing is to attract, engage, and educate potential customers, so focus on creating content that helps them solve their problems like, “How to increase productivity with project management software,” for example.

Like what you’re learning? You’ll probably like this, too: “10 B2B SaaS marketing best practices to increase conversions.” Have a read!

Step 5: Optimise your content for search engines

Search engine optimisation (SEO) is essential for driving organic traffic to your website. So, make sure your content is optimised for relevant keywords and includes meta descriptions, titles, and tags

This will help your content rank higher in search engine results pages (SERPs) and attract more website visitors, who could potentially turn into long-term customers. 

Step 6: Promote your content

Creating high-quality content is only half the battle. You also need to promote your content to get it in front of your target audience. Use a mix of channels such as social media, email marketing, review sites, and Google Ads to promote your content online.

For B2B SaaS businesses, LinkedIn is an excellent platform for promoting content and connecting with potential customers. You can also use paid advertising on social media platforms to “boost” your posts and reach a wider audience.

Step 7: Use marketing automation software

Marketing automation software is a solution used by many B2B SaaS companies, and for good reason; automation software streamlines your marketing efforts, saves a ton of time, and makes your content marketing strategy more effective.

Use marketing automation software to automate your email marketing, lead generation, and lead nurturing campaigns. This will help you increase content output and generate more qualified leads for your sales team.

Step 8: Measure your results

Use tools like Google Analytics to track your website traffic, engagement, and conversions. Analyse what’s working and what’s not, and adjust your content strategy accordingly.

Pay attention to which topics are resonating with your audience, which channels are driving the most traffic, and which pieces of content are generating the most SaaS leads. Use this data to optimise your content strategy and drive even better results.

Step 9: Gather customer feedback

Don’t forget to gather customer feedback! Customer feedback can provide valuable insights into what your customers need and how you can improve your SaaS product.

Use customer feedback to inform your content strategy and create content that addresses your customers’ changing needs and pain points.

Level up your content marketing efforts today and see what happens!

By following these steps, you can attract more qualified leads, generate more sales, and grow your B2B SaaS company to new heights. Remember, content marketing is a long-term investment, so be patient and persistent in your efforts, and trust us – it will pay off.

Don’t have time to awaken your inner wordsmith and develop the content strategy you need to up your B2B SaaS marketing game? We’ve got you covered.

With rolling monthly price plans starting from just £3,000 per month, we join or become your dedicated SaaS marketing and web design partner, taking your online presence to sky-high success with proven content strategies, comprehensive digital marketing, and high-converting websites.

Get in touch with us today to get started.



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