Website Content Strategy for B2B SaaS

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Growth begins with having more people visit your site each month. Let’s create a content plan that will grow the type of users you want to attract.

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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.

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