When it comes to content marketing for SaaS companies, organic search is integral. Most organizations will start their customer journey with a google search, so you may be looking for a SaaS SEO Guide to learn more. Few searchers ever move past the first page of results. This means that if your SaaS company is not succeeding with organic search, your site won’t be seen, and traffic will inevitably fall. This drop in traffic will lead to a drop in conversions which can then harm your company’s ability to grow. On the other hand, if your SaaS SEO campaign is succeeding, you will have access to a pipeline of new leads being generated constantly as users discover your content. Eventually, your SEO can become a bottomless well of demand that you can keep coming back to, and that will help your business to grow.
As you can see, organic search is a vital piece of the marketing puzzle to get right. In order to generate organic search results, you need SEO. However, creating a successful SEO campaign that creates this organic search is no simple task. Things are further complicated by the fact that most B2B SaaS companies are releasing software that doesn’t fit well into any preconceived categories. This is why category creation in SEO is also a crucial element to understand if you are going to succeed when it comes to organic search. Because buyers may not be using keywords that fit exactly with your offering, you need to focus on creating content that meets them where they currently are. Once you have answered their questions, you can then redirect them to your product or solution. Over time, this will help you establish your new category and help you to appear higher in search rankings. With a higher ranking, you will be able to generate more organic search traffic, leading to more conversions and growth for your business.
The pain points that B2B SaaS buyers often face are unique, specific, and frequently technical. This makes it far less likely that they will stumble across the ideal solution through broader generic marketing channels such as highway billboards, TV ads, or social media spots. In reality, the first place they’re going to go is Google. This is also the most likely way they’ll find the answers to their questions. This is why SEO for SaaS startup companies is so vital.
In fact, there are four main inbound channels for B2B SaaS companies. These include word-of-mouth, referrals, review sites, and organic search. Organic search through SEO is scalable and can be tailored to the exact problem they are trying to solve. The other channels are far less under your control and do not compound over time as SEO does. This makes SEO one of the best channels to focus on for marketing your SaaS business.
Instead of waiting and hoping your brand is discussed on review sites or by other businesses, SEO puts you in the driver’s seat and enables you to take control of the buyer journey. Using the same keywords that buyers are searching for, you can communicate directly to them and bring them to your site. Effective content creation for SaaS companies can help you achieve these goals.
Creating that content strategy is not as simple as just dashing off a few blog posts. Google is looking for both depth and breadth of content, which means you’ll need to be creating a lot of it to rank really well. The key to truly succeeding with this approach is to understand the difference between quality content and performance content. Quality content is designed to present your brand as a thought leader in your space. It is passionate and can take time to get right. On the other hand, performance content is solely focused on generating demand. Because of this, performance content often contains more keywords and is structured according to the demands of Google’s algorithm. By using both kinds of content, you can create a truly effective content marketing campaign.
Now that you have this strategy, you may still be wondering how to write SaaS content that will be successful. As a B2B SaaS marketer, you only have so much time to study SEO data and build a campaign based on SEO audit factors. Creating large amounts of content quickly can be very difficult. This is where Demandwell’s SEO tools come into play. Our platform enables you to streamline your workflows and follow B2B SEO best practices with greater efficiency than ever before. Our automated content marketing software brings the power of automation to your strategies, and our SEO SaaS tools are specifically designed to enable you to succeed.