11 Reasons Why Content Marketing Is Important
For B2B SaaS Companies
Did you know that 87% of American business-to-business (B2B) companies use content marketing in their digital marketing efforts?
Content marketing has become a must-have in B2B companies’ marketing arsenal, especially in the SaaS industry.
Some examples are popular SaaS companies like HubSpot, Buffer, and many more businesses that maintain extensive blog sites of their own.
Some of them are even growing their YouTube channels because videos are being used more and more in content marketing to engage audiences better.
But why is content marketing important for B2B SaaS businesses? What makes it so effective?
In this article, we will talk about the B2B audience and why content marketing is a great tool to reach them.
What Makes B2B Different From B2C?
If you don’t know yet. B2B means business-to-business while B2C means business-to-consumer. The main difference between them is the type of relationship that they have with their customers.
B2C companies are focused on selling their products or services to individuals who will use them in their daily lives. The target audience’s main motive for buying is usually to make life easier or more comfortable.
On the other hand, B2B companies are selling their products or services to other businesses. The primary motive for buying in this area is usually for streamlining work or business processes.
Ultimately, the goal for B2B users is a good return on investment (ROI).
They usually have a longer sales cycle since there are more decision-makers involved and the stakes are often higher
It’s not just one person deciding whether to buy or not. It could be a whole team or department
This is why B2B marketing is often more complex than B2C marketing. But don’t worry, we’ll talk about how content marketing can help you reach your B2B audience effectively.
Now let’s talk about several reasons why content marketing should be a part of your digital marketing efforts if you’re running a B2B SaaS business.
1. B2B Users Are Actively Consuming Educational Content
Successful businessmen and professionals take every opportunity to grow in their knowledge and skills. This is why a lot of them are actively consuming educational content.
They want to learn about the latest trends, best practices, and solutions to problems that they encounter in their line of work.
Your B2B audience is likely doing research online when they’re looking for answers to their questions or solutions to their problems.
And this is where your content comes in. If you can provide them with the information that they’re looking for, you’re one step closer to getting them as customers.
This is why it’s important to produce high-quality and well-researched content that is relevant to your potential customer.
2. Content Marketing Builds Brand Awareness
The B2B SaaS market can get very competitive, especially if you’re up against well-established giants in your industry.
One way to level the playing field is by building brand awareness for your business.
B2B content marketing can help you do just that.
By producing quality content, you’re getting who you are and what you do in front of your target audience.
If they keep seeing your name pop up in their search results or social media feeds, they’ll eventually become curious about your company and what you have to offer.
This increased visibility can help you attract more website visitors and convert them into leads and, eventually, customers.
3. Content Marketing Positions You As An Authority In Your Niche
If you want to win the business of your target audience, you need to position yourself as an authority in your niche. And B2B content marketing can help you do just that.
By producing reliable and engaging content, you’re showing your target audience that you know what you’re talking about.
You’re also demonstrating your expertise in the industry, which can help you build trust and credibility with your audience.
This is important because when it comes to making purchasing decisions, businesses are more likely to go with a company that they trust.
Speaking of gaining your potential customer’s trust…
4. Content Marketing Helps Build Trust With Your Audience
When it comes to B2B transactions, trust is everything.
No one wants to do business with a company that they don’t trust.
This is why content marketing is so important for B2B SaaS businesses. By producing quality content, you’re building confidence with your target audience.
That’s why you need to make sure that your content is 100% factually accurate.
Any errors or inaccuracies in your content can damage your credibility and make it harder to earn your target audience’s trust.
5. High-Quality Content Helps You Rank In Search Results
If you want your target audience to find your content, you need to make sure that it’s ranking in search results.
This means that your target audience is more likely to find your digital content when they’re doing research online.
And one of the best ways to do that is by producing high-quality, search-engine-optimized content.
Search engines like Google are always on the lookout for quality content to rank in their search results.
So if you can produce valuable content that’s relevant to your target audience, you’re more likely to rank higher.
What’s more, producing great content can also help get backlinks from other sites.
These backlinks can further improve your search engine ranking, making it even easier for your target audience to find your content.
6. Content Marketing Is Cost-Effective
When done right, content marketing can be a very cost-effective way to market your B2B company.
Unlike traditional marketing methods like print or TV advertising, content marketing allows you to reach your target audience without breaking the bank.
In fact, once you’ve created your B2B content, it can continue to generate leads and customers for your business long after it’s been published.
That’s why the ROI of content marketing is often higher than other marketing channels.
So if you’re looking for a cost-effective way to market your B2B business, content marketing should definitely be on your radar.
7. Content Marketing Works Well With Social Media Marketing
If you want to get the most out of B2B content marketing, it’s important to promote your content on social media.
Social media is a great way to amplify your digital content and reach a larger audience. You can post your B2B content on various social networks, especially Facebook and LinkedIn.
When you post on Facebook, you may also want to leverage your video content and infographics. These visual types of content tend to perform well on social media.
On LinkedIn, however, the audience is usually used to reading. So, you can post articles and blog posts on your profile.
You can also join relevant LinkedIn groups and post your content there.
Doing these practices can help you generate leads and customers from social media.
It’s also a great way to build relationships with your target audience and further establish your brand as a thought leader in your industry.
8. Content Marketing Can Help You Generate High-Quality Leads
B2B content marketing can be a great way to generate high-quality leads for your business.
One way to do this is by using your content pieces as lead magnets.
A lead magnet is a piece of valuable content that you offer in exchange for your prospective client’s contact information, such as an email address.
For example, you could create an ebook or white paper and offer it in exchange for a visitor’s email address.
You can then use these email addresses to send more targeted content and promotions to your lead, which can eventually lead to a sale.
This is a great way to generate leads because it allows you to capture your target audience’s contact information so that you can follow up with them later.
Even better, you can strategically offer these lead magnets as content upgrades.
Content upgrades are lead magnets that you offer in addition to another piece of content that visitors can freely access.
For example, let’s say you have a blog about social media marketing. You could create a content upgrade that’s a free ebook about increasing your social media engagement.
But to get the ebook, all your readers would need to do is enter their email address.
This is a great way to generate high-quality leads because you’re offering them something of value in exchange for their contact information.
Plus, since they’re already interested in your blog post, they’re more likely to be interested in your content upgrade as well.
9. Content Marketing Can Help You Nurture Your Leads
Not only can content marketing help you generate leads. It can also help you nurture those leads and move them further down the SaaS sales funnel.
The key here is to create content that’s relevant to each stage of the buyer’s journey.
For example, if you’re trying to reach someone who’s just starting their research, you’ll want to create top-of-the-funnel content that’s educational and informative.
This could include blog posts, infographics, or even videos.
On the other hand, if you’re trying to reach someone who’s already familiar with your SaaS brand, you’ll want to create bottom-of-the-funnel content that’s more focused on promoting your product.
This could include things like case studies, product demos, or product comparisons.
By creating relevant content for each stage of the buyer’s journey, you can effectively nurture your leads and move them closer to becoming customers.
10. Content Marketing Helps You Retain Your Customers
As we mentioned earlier, B2B deals usually have longer sales cycles compared to B2C ones. This is because you’re talking to businesses, which tend to be more risk-averse than consumers.
What’s more, the buying decision goes through multiple levels of positions, from the end-user to the supervisor, to the CTO, and possibly even the CEO.
This means that it can take a while before a decision is made. And even longer for the purchase itself.
This is why it’s so important to focus on customer retention as well as acquisition. In fact, customer retention is often more important than getting new ones.
And content marketing can help you keep your existing customers.
With B2B content marketing, you can keep your customers engaged with your brand long after they’ve made a purchase.
You can do this by creating engaging and informative content that’s relevant to their needs and interests.
For example, you could create a blog post about how to use your product, an infographic about the benefits of your product, or even a video tutorial.
By providing your customers with this content type, you can keep them engaged with your brand and reduce the likelihood that they’ll churn.
11. Your Competitors Are Already Doing It
Even if you’re not convinced about all these benefits of B2B content marketing, there’s one more reason why it should be important to you: your competitors are already doing it.
As we mentioned at the start of this blog post, around 87% of B2B companies are using content marketing as part of their overall marketing strategy.
This means that if you’re not doing it, you’re already at a disadvantage.
Furthermore, if your competitors are doing it and you’re not, they have a better chance of ranking higher than you in the search engines.
They also have a better chance of generating more leads and sales than you.
So if you want to stay ahead of the competition, you need to start using content marketing.
Final Thoughts About Content Marketing For B2B SaaS Businesses
As you can see, there are a number of benefits to using content marketing for B2B SaaS businesses.
Content marketing can help you generate leads, nurture those leads, retain your customers, and even keep ahead of your competition.
What’s more, as a B2B company, you also need to be on the lookout for content marketing trends.
Some say videos are increasingly becoming popular in reaching not just B2C customers, but B2B as well. Others say interactive content marketing is the future of content marketing.
But whatever the future holds, one thing is for sure: content marketing is here to stay.
So if you’re not already using it as part of your marketing strategy, you might want to get started with it. Take a seat, brainstorm your content strategy, and plan your content marketing workflow.
For more guides and strategies that can help you grow your SaaS business, visit our blog here.