In content marketing there’s a common misconception that all strategies are pretty much the same—in reality, they simply aren’t.
While many may share the same basic elements of SEO, the buyer’s journey, the content itself, goals of lead generation, conversion, and so on, that doesn’t mean that the same ingredients are all meant to produce the same results. After all, you can’t just stuff chopped fruits between two uncooked pastries and call it pie, no matter how you slice it.
Far too often SaaS companies get caught up in content marketing strategies designed for more traditional product-based businesses, those with more tangible services, or even B2C, when in fact, they are significantly different: their products aren’t physical, their services are more niche, their integration and learning curves are often more complex and specialized, and their final steps are nearly always a trial.
Because of this, SaaS content marketing takes a special touch to be truly successful—which is exactly why we’re here: to detail why SaaS companies like yours commonly fail to see the results they’re looking for when it comes to content marketing.
Most SaaS businesses understand that their audience has to “find their way” to the product or service they’re offering, but often have no idea how to truly curate the buyer’s journey in a way that’s meaningful to their prospects. And being unable to see from the buyer’s perspective creates significant issues throughout the funnel.
To put it into the context of the awareness stage, consider this: Many SaaS platforms create easy solutions by replacing manual processes or remedying issues that certain industries and verticals just assumed they’d have to live with. While those parties are certainly aware of their problems, they may not be aware of the potential solutions. So, what do they search for? Their pain points.
Unfortunately, instead of aligning keywords and content with those pain points, many SaaS businesses mistakenly focus on product- or solution-based keywords, creating a huge disconnect between the searcher and the solution from the get-go.
While many may share the same basic elements of SEO, the buyer’s journey, the content itself, goals of lead generation, conversion, and so on, that doesn’t mean that the same ingredients are all meant to produce the same results. After all, you can’t just stuff chopped fruits between two uncooked pastries and call it pie, no matter how you slice it.
Far too often SaaS companies get caught up in content marketing strategies designed for more traditional product-based businesses, those with more tangible services, or even B2C, when in fact, they are significantly different: their products aren’t physical, their services are more niche, their integration and learning curves are often more complex and specialized, and their final steps are nearly always a trial.
Because of this, SaaS content marketing takes a special touch to be truly successful—which is exactly why we’re here: to detail why SaaS companies like yours commonly fail to see the results they’re looking for when it comes to content marketing.
Most SaaS businesses understand that their audience has to “find their way” to the product or service they’re offering, but often have no idea how to truly curate the buyer’s journey in a way that’s meaningful to their prospects. And being unable to see from the buyer’s perspective creates significant issues throughout the funnel.
To put it into the context of the awareness stage, consider this: Many SaaS platforms create easy solutions by replacing manual processes or remedying issues that certain industries and verticals just assumed they’d have to live with. While those parties are certainly aware of their problems, they may not be aware of the potential solutions. So, what do they search for? Their pain points.
Unfortunately, instead of aligning keywords and content with those pain points, many SaaS businesses mistakenly focus on product- or solution-based keywords, creating a huge disconnect between the searcher and the solution from the get-go.
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