{"id":2759,"date":"2022-07-07T10:44:00","date_gmt":"2022-07-07T14:44:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2759"},"modified":"2023-04-13T11:02:53","modified_gmt":"2023-04-13T15:02:53","slug":"content-mistakes-in-b2b-saas","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/content-mistakes-in-b2b-saas\/","title":{"rendered":"Field Notes #001: Content Mistakes in B2B SaaS"},"content":{"rendered":"\n

Coming from a B2B SaaS growth background, I think about marketing activities in terms of numbers, conversion rates, product signups, leads, qualified leads, and so on.<\/p>\n\n\n\n

I treat content the same way.<\/p>\n\n\n\n

While content can be used for brand, what most companies need it for is growth.<\/p>\n\n\n\n

(We could argue that brand is growth, but that\u2019s a conversation for another time.)<\/p>\n\n\n\n

Most B2B software companies need content to:<\/p>\n\n\n\n

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  1. Drive awareness through education (traffic)<\/li>\n\n\n\n
  2. Influence the evaluation stage<\/li>\n\n\n\n
  3. Convince readers that their solution is worth investigating and investing in (lead gen!)<\/li>\n<\/ol>\n\n\n\n

    Most<\/em> companies focus on the last point. Their content is heavily promotional and talks about features. It has the opportunity to convert readers into leads, but you\u2019re only capturing people who are already looking for a solution.<\/p>\n\n\n\n

    Some<\/em> companies who attempt to invest in SEO oper-index on growing organic traffic… that doesn\u2019t end up converting. This is particularly rampant in B2B.<\/p>\n\n\n\n

    Not all organic traffic is created equal.<\/p>\n\n\n\n

    Both types of content are necessary, but they\u2019re only pieces of the strategy.<\/p>\n\n\n\n

    When producing content at each stage of the funnel, ask the following questions:<\/p>\n\n\n\n

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    1. Would our target audience be interested in this topic?<\/strong> If the topic doesn\u2019t fall within the customer journey\u2026 bye! Why are you even considering writing about it?<\/li>\n\n\n\n
    2. Does this topic have an angle that would get readers to learn about my company\u2019s product(s)?<\/strong> Even if it\u2019s a top-of-funnel, purely educational topic, can you position your product as a relevant solution?<\/li>\n\n\n\n
    3. Do I have something unique to say about this topic?<\/strong> It\u2019s not helpful to regurgitate what the rest of the search results are saying. You might agree with 80% of what others have to say, but what\u2019s the 20% that others would disagree with that you have unwavering conviction about?<\/li>\n<\/ol>\n\n\n\n

      If you can answer \u201cyes\u201d to those questions about the topic you have in mind, put it on your content roadmap.<\/p>\n\n\n\n