7 SaaS Companies That Succeeded with Content Marketing. You have to create content that’s focused on building a relationship between the customer and your brand. Kissmetrics managed to succeed because it doesn’t use content only for selling. Some of the best content on Kissmetrics comes from influencers and industry experts who provide valuable advice and insight through guest posts. Blog content aside, Kissmetrics also partners with influencers to create targeted and relevant webinars on a regular basis. These provide tremendous value to the audience while also functioning as lead generation tools. Beyond its extensive menu of workshops, training sessions, blog posts, and informative guides, Moz produces a massive amount of content on a regular basis. It also helps that Shopify has e-commerce expert Richard Lazazzera, founder of A Better Lemonade Stand, dishing out golden advice in the blog on a regular basis. The help desk platform has created an awesome content strategy focused on educating its audience about the best ways to delight customers and grow their businesses through solid customer service. Nearly every post they create could stand on its own as a “how-to” guide.
Content marketing in the B2B sector can be incredibly boring. The internet is already inundated with generic newsletter offers, sell sheets disguised as whitepapers, and promotional blog content not-so-subtly designed to drive sales rather than offer helpful advice in any way.
If this sounds like the route you’ve taken, then perhaps it’s not surprising that your conversions aren’t living up to your expectations. You’re not alone, however. Many B2B content marketers currently struggle with creating content that’s actually useful and engaging.
There are 88% of B2B companies out there using content marketing, and they’re sticking with this approach because it’s been proven to work time and again. But in order to make content marketing work for you – especially in boring industries – you need to move beyond goals that only benefit you and your brand.
You have to create content that’s focused on building a relationship between the customer and your brand. This type of content significantly influences customers’ purchase decisions, improves organic search results, grows more inbound links, drives qualified leads, and nurtures those leads into sales.
Here are some stats from a piece I recently wrote:
- 82% of consumers feel more positive about a company after reading custom content, and 90% find custom content useful. (CMI)
- Annual growth in unique site traffic is 7.8x higher for content marketing leaders than for followers (19.7% vs 2.5%). (Kapost)
- Number of backlinks is the fourth most important factor of top-ranking websites, and the number of new backlinks ranks in the top 15 important factors. (Search Metrics)
If you want to see more engagement and higher returns from your B2B content marketing, you have to step up your game in customizing content to fulfill your audience’s needs. Here are just a few stellar examples of companies that have developed top-notch content marketing strategies.
With free analytics provided by Google, it’s not exactly easy to sell people on premium analytic software. It takes a lot of creativity and effort to compete with a massive, well-funded incumbent. Kissmetrics managed to succeed because it doesn’t use content only for selling. Instead, co-founder Neil Patel and his team created a comprehensive content strategy that was designed to provide value to customers on a wealth of topics and business models.
Because it serves such a wide audience, the Kissmetrics blog is segmented into a variety of topics to make it easier for readers to find the best content on topics like growth hacking, conversions, e-commerce, content marketing, sales, and more.
The value is amplified by the fact that Kissmetrics doesn’t generate a bunch of content in-house or through freelance writers. Some of the best content on Kissmetrics comes from influencers and industry experts who provide valuable advice and insight through guest posts.
Blog content aside, Kissmetrics also partners with influencers to create targeted and relevant webinars on a regular basis. These provide tremendous value to the audience while also functioning as lead generation tools. Beyond the advice doled out in Kissmetrics’ blog and webinars, the huge library of marketing guides is a treasure trove of “how-to” content that every marketer should tap into.
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I’ve always been a fan of Moz’s approach to content marketing, especially when it comes to how Moz has diversified its approach…