Website Content Strategy for B2B SaaS

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Website Content Strategy

Having an online presence and a dedicated business website are important pieces in the puzzle of growing your business in this fast-paced economic reality. However, in order for your website in particular to help you manage this, it’s crucial to have a strategy in place. Publishing a website isn’t going to be enough: today, a website needs responsive design, contact options, and content. Lots and lots of content…

Content is important for multiple reasons. First of all, content will give site visitors (who are also prospective buyers) a sense of who you are, what your business does, and what your products or services are, plus why they should buy them. Then second of all, content will give search engines something to crawl, index, and use to identify how relevant your website is – and as a result, where it should rank among the search results that people see. So yes, strategy is going to be key when creating a website and when creating content.

However, this whole process can feel intimidating if you haven’t done it before. So, if you’re  wondering where to begin, it may be helpful to start with a website requirement checklist, which will list and let you check off website content writing examples as you go.

Meanwhile, if you’re  wondering how to create a content strategy itself, then it’s important to take a closer look at what goes into a content strategy in the first place.

An effective content strategy should focus on the creation, planning, delivery, and management of all content. Its goal should be to make sure you have useful and usable content that is structured well and attractive not only to site visitors but also to search engines as well. So, if you refer to strong website content examples, then you should be able to see the most important elements of developing strong content, which include:

  • How much of your budget will be  allocated to content creation and production
  • How many labor-hours will be dedicated  to the distribution and monitoring of content
  • Who is responsible for producing content
  • What types of content will be produced
  • How and when content (and different types of content) will be reviewed and edited
  • When content will be launched and to live
  • How the success of that content will be defined; i.e., its key performance indicators (KPIs)

Including these elements in your content strategy will help you develop a clear plan going forward.

Website Content Strategy Example

If you are looking to develop a strong website content marketing strategy, then a blog is a classic place to start. Even so, however, there is much more to a strong content strategy than simply writing blogs.

It is often helpful to look at a few website layout examples and the kind of website content strategy mentioned above, to give yourself ideas of where and how to get started. With these content-based website examples, you will be able to launch your blog and start writing, keeping in mind that this is the foundation for many more types of content.

Incorporating new content often creates changes you can observe immediately. You may notice fresh traffic, target visitors, and a better conversion rate as you introduce technical articles, podcasts, videos, and more. All of this means that you are enjoying better SEO as well.So, if you take the time to produce fresh new content, then you should be able to widen your visitor base.

Website Content Strategy Template

You will also want to develop an effective content marketing strategy, but eventually this will mean investing in tools designed specifically for this purpose. For example, keep in mind that even though you can use a website content template Excel, Excel is not a tool designed specifically or this purpose. Therefore, you may want to use a tool that specializes in helping you develop a website content mapping template.

When you are developing your content marketing strategy template, there are several important things to keep in mind, including:

  • The various jobs that will play a role in your strategy
  • The outcomes that are most important to your success
  • The various products and services that you provide, and that clients should know about
  • How your sales funnel is partitioned and should be approached

Once you take advantage of specific resources such as a website content template download, from there you can fill out the rest of the matrix. By doing this, you will have a specific value proposition for everyone involved. For example, if you are developing software, then everyone on those teams should understand what part of the project they are responsible for, how they should approach their individual part of the project, and how their tasks fit into the wider project as a whole. Likewise, make sure there is a specific piece of content associated with every part of your template. These could include a slide deck, a blog post, or even a webpage.

Homepage Content Strategy

The most important part of your website is the area just above the fold on your homepage. This is prime real estate when it comes to your online presence: because most people will  see this when they visit your website, this space is the most important part of generating a strong first impression. Therefore, you need to have a strong home page content strategy in place (which you can often create based on a home page content sample). This will set up the rest of your content strategy on a page.

With this critical space, you need to capture your visitors’ attention quickly. What does your website accomplish for visitors? What outcome do you strive to create?

Then, as visitors are intrigued by this overview of your business and scroll down the rest of the page, you should be able to display various problems that you have solved in the past. This way, your visitors will be able to envision you helping them as well. Be sure to highlight what makes your business and business proposition different:  include strong calls to action that let visitors know what they should do next. Do you want your visitors to leave their email addresses, watch a video, or purchase something right away? These are all very different types of actions, and visitors will need specific prompts for each one.

Email Marketing Content Strategy

For those who work specifically  in the B2B SaaS area, developing approaches such as an email marketing strategy are critically important in this industry. After all, your content will be reaching a combination of highly tech-savvy peers and a range of prospects seeking the kinds of solutions you provide. So, given this range, some tips to keep in mind for this space include:

  • Personalize your messaging. Monitor and control who receives specific kinds of content marketing and email blasts, based on their previous relationships with your company.
  • Segment subscribers accordingly. Create different email threads for each individual. Depending on readers’ positions in their respective fields and businesses, they might find certain kinds of content more relevant than others.
  • Focus on responsiveness and scale. In other words, make sure that each email you send will be accessible and readable on smaller screens like phones and tablets as well as on computers. You never know when or where you’ll be reaching those key decision-makers.

However, another important tip is to always test the content ahead of time. Make sure you know how you’re defining what is working and what is not. This will place your email marketing strategy in the best possible position for success.

In particular, you want to make sure that you a/b test on a regular basis. For example, you may want to test sending a single buyer persona a few types of content, and  see which types of content they engage with most. This can help you decide what types of content to focus on producing in the future. If you are able to take advantage of all aspects of email marketing, you will be able to set your business apart from competitors in this fast-paced industry.

Social Media Content Strategy

Of course, you’ll need to be thinking about your social media content strategy as well. Make sure that your ideas, and your team’s, are all discussed, planned, and organized according to a social media content marketing plan. In addition, arrange everything via a social media content calendar. This will ensure that you and key team members all know exactly what is being posted, where it’s being posted, and when it’s being posted.

Likewise, keep in mind hat your social media marketing strategy should be helping drive traffic from your social media profiles back to your website. Therefore, all social media and social media marketing goals should be focused on reaching this target. For example, what do you want visitors to learn or realize, and what do you want them to do after seeing your social media posts?

Similarly, even though there are many social media platforms out there, you do not need to have a profile on each one. Instead, consider where your target market is most active and create a carefully-curated account there. Focus time, energy, and resources on the audience and market you most want; you can always expand to other market segments (and their favored social media platforms) later. If you use social media effectively, you can dramatically increase your online traffic, conversion rates, and overall revenue generation.

Website Content Strategy Continued…

Content marketing is one of the most popular forms of marketing today — and that’s simply because it gets results. Hubspot reports that approximately 80% of marketers treat content marketing as a priority. But what is content marketing, and why is it so effective?

As you probably know, there was a time when marketing revolved around the traditional kind of advertisements you’d see on TV or on a billboard or hear on the radio. Now, of course, digital marketing is where many of the best opportunities lie. One opportunity in particular that the internet has unlocked for marketers is the opportunity to share information with consumers much more easily.

The internet gives you an already-established pipeline through which you can share your branded information with billions of internet users. We already know people are searching for content on the internet in staggering amounts — you just need to make sure it’s your content that comes up when they search for relevant information.

That’s why businesses need content marketing strategies. By offering your customers (and potential customers) a steady flow of free, valuable information, you can increase your brand awareness and start to build positive relationships with customers at the same time.

It’s not easy to build an effective content marketing strategy. You not only need to create content, but you also need to optimize it to make sure people searching for it on the internet can actually find it. Let’s take a closer look at what is content marketing in digital marketing, the importance of search engine optimization (SEO) in content marketing, and how to build a successful website content strategy.

Website Content Strategy Template

Before you start planning your content strategy in earnest, consider using some of the resources available to make the planning process easier. You can find content marketing strategy examples online, like the ones available on Damandwell’s blog. You can also find useful templates and other helpful tools for planning and organization.

Using a content marketing strategy template can give you a starting point to build from. This is helpful to make sure you haven’t forgotten any considerations, and it’s especially beneficial if this is your first time creating a content strategy. Analyzing templates put together by experts is one great way to learn more about what is content strategy in marketing.

It’s important to keep in mind that your brand’s content encompasses more than just its blog posts, social media posts, and email campaigns. The quality of the content on your web pages themselves plays a large part in how easily customers can find your pages organically and how likely they are to stay on them. If you find a good source of content strategy resources, remember to look for a website content strategy template as well.

Whether you’re looking for a template or just some content marketing strategy examples, it’s usually a good idea to take advantage of all the resources you can find, like the guides, templates, case studies, and more available from Demandwell.

Website Content Ideas

Resources like guides and case studies are also great places to find website content ideas. You might not think you need help with ideas, but producing highly effective content is easier said than done. It’s always important to put great content on your site, but the definition of great content changes depending on the situation. Analyzing successful website content examples can help you recognize which situations call for which types of content.

Odds are, you’re more familiar with “quality content.” Quality content is expert information representing your brand’s message. It’s carefully crafted and written to be as interesting and engaging as possible for readers. This is usually what people try to do when creating content for a website.

The other kind of content is “demand content.” While demand content is not objectively lower quality, it prioritizes SEO over providing expert information and creating engagement. Factors like keyword usage and meta tags are much more important for demand content.

To decide which type of content you should be creating, you need to decide on your content strategy goals. If your goals are to convert potential customers who land on your site, you probably have more to gain from quality content. If you want to increase the amount of organic traffic your website receives, demand content is likely your best choice.

Content Strategy Example

The first step to creating a successful content marketing strategy is creating a content strategy plan. Without an objective in focus and a plan for getting to it, you’ll probably just be blindly guessing at what kind of content to publish. Some people don’t even consider that they need a content strategy. It might seem easier to just write a blog post each week about whatever topic you think your customers might find interesting. However, this approach is unlikely to get any results for your website.

The best content marketing strategies are based on diligent research. You need to understand what kinds of words and phrases your customers are searching for in Google so you can target those phrases in your content. It can also be extremely helpful to track the performance of the content you’ve already published so you can see what kinds of adjustments you need to make. Almost every good content strategy example has a way to measure success and learn from past content (whether it failed or succeeded).

Then, you need to decide which kind of content you want to focus on in your content strategy: demand content or quality content. This will depend on what your goals are for your content strategy. Do you want to build your brand with quality content, or do you want to generate visibility for your website with demand content? If you need help planning, you could take a look at an SEO content strategy example like the ones available from Demandwell

What Is Content Strategy In UX

The caliber of the content you create is only one part of the equation. It’s also important to prioritize the user’s experience (UX) as they navigate to and throughout the content. The whole purpose of your content is to get people to your website and get them interested in your brand and your product or service, but even if the content does its job and gets the customer interested, there’s still a step that needs to be completed to get them to actually convert.

One of your content’s other jobs is to funnel customers in a direction that makes it easy for them to make the decision to convert and actually take an action to become a customer. Your content UX is one of your main tools for accomplishing this.

The way you design the layout of your content has a big impact on how customers are going to interact with it. If you give them a smooth experience on your website, they are more likely to complete the conversion with no problem. At this precarious spot in the customer journey, a bad UX content strategy example that makes it difficult to convert might only frustrate them and cause them to conclude your business isn’t worth their time and effort. It’s best to have an obvious, straight line between consuming the content and converting that requires no time or effort on the customer’s part, like a form to put in your email right there on the page along with the content.

The other answer to the question “what is content strategy in UX” is that the user experience your content strategy provides makes a difference to Google’s content ranking algorithm. When your content consistently provides users with a positive experience, Google factors that into the rankings and displays your content higher up on the list of search engine results.

Types Of Content Marketing

As we’ve mentioned, you can create multiple kinds of content for your website. Two of the different kinds of content are demand content and performance content. However, in addition to different types of content, there are also different types of content marketing strategies.

Many people assume that the best (or only) way to publish content is via a blog attached to the company website. This is one of the easiest ways to keep all your content organized and easily accessible to your customers in one location, but that doesn’t necessarily make it the best kind of content. There are many other ways to publish content, like a brand social media account, email communication with your customers, in-depth video tutorials or written how-to guides, and much more.

If you don’t yet have much experience planning a content strategy, one of the easiest ways to begin is to start a blog. Blog posts are a great way to get content out to your audience. However, once you’ve gotten into the habit of posting blog articles, consider branching out into one or more of the other content marketing categories we mentioned.

Once you have a few successful pieces of content, you can connect them with hyperlinks. Linking one popular article to other articles (or any kind of content) is a great way to boost their visibility. Search engine rankings also favor content that links to high-quality external content and is linked to in return by high-quality external content.

If you’re committed to SEO success through content production, the Content Production Suite makes it possible for anyone to drive impact with SEO. Let’s talk.

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