Nowadays, SaaS marketers know that content is an important part of any marketing campaign. In today’s competitive B2B landscape, more and more companies are investing in content. Hubspot has found that content creation is a top priority for 80% of marketers and often accounts for over a quarter of most B2B marketing budgets. There’s a reason content marketing is growing in popularity – it works. The right kind of content can let you tap into the immense demand that is present in a given marketing channel and can result in huge increases in the number of inbound leads for your sales team. So, that’s why content matters. Let’s look at how to do it.
They say that if you aim at nothing, you’ll hit it every time. Nowhere is that more true than in content marketing. For the best results, plan ahead and publish content with a goal in mind.
If you’re in the B2B space, you’ll need a B2B content strategy framework. To build content frameworks, we recommend marketers start by asking a couple of questions. First of all, what is your specific goal with this new content campaign? That will help you know if your plan is working. Then, you’ll need to ask yourself who your target audience is. The answer to that will help inform the tone and style of your new content.
After that, most companies will then opt to run some kind of content audit or analysis to see where their pre-existing content (if they have any) is succeeding or failing. That can help them better understand what topics and concepts they should focus on with their new content.
Once you’ve decided to build your content strategy, you need to understand the difference between quality content vs performance content. Quality content focuses on building your brand. It has heart and soul, and it may take weeks or months to build. Quality content inspires your target market and empowers them to grow. This is content that you’re eager to share with your network and show off to your audience. When SaaS marketers say they want content for humans, not robots, this is the kind of content they’re looking for.
Performance content has a completely different objective. Quality content is not going to get you ranked on Google on its own, so you need performance content as part of a complete content strategy. The main objective of performance content is follow the guidelines dictated by Google’s algorithm to maximize performance on search engines. The more performance content you publish, the better you will perform in organic search. You can learn how to publish more performance content with Demandwell’s content production tools made specially for SEO. Performance content is how SaaS marketers generate demand with organic search.
One focuses on building brand, the other focuses on generating demand. A successful content strategy plan needs both. When you have both quality content and demand content working in tandem, then you have created a complete content strategy!