Pop quiz: are companies focusing too much on top-of-funnel content?
Depends on who you ask.
The “safe” take here is to say that businesses should craft content that covers every stage of the marketing funnel. That’s probably the correct assessment, too.
But recently I’ve seen more of my B2B SaaS clients make a conscious effort to align their blog content with the appropriate funnel stage.
And anecdotally, top-of-funnel content is still very much a top priority.
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Blogging is central to just about any SaaS content strategy.
Pretty obvious, right?
So many companies fail to take full advantage of their blogs, though.
And arguably one of the biggest upsides of blogging for SaaS is the sheer wealth of post formats to choose from.
Seriously: there’s so much you can do with your blog’s real estate.
Rather than rehash the same lists or write posts purely for SEO, consider how you can incorporate some new ideas to keep your blog fresh.
Because if you’re tired of the same old blog formats and round-ups, chances are your readers are as well.
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There’s no shortage of SaaS blogs these days.
As the software space becomes more crowded, company blogs are fighting tooth and nail to attract readers.
But the fight is totally worth it. After all, a blog is one of the best marketing channels for SaaS for the sake of positioning and bringing in qualified leads.
The problem? Too many SaaS blogs are treated as an afterthought.
Outdated content. Copycat posts. Heck, some are just plain boring.
That said, there are plenty of SaaS company blogs that manage to put out creative, compelling posts that actually deliver.
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There’s a lot of SaaS content out there. Like, a lot.
Companies are pumping out blog posts and whitepapers like never before and understandably so.
Because written content is crucial to attracting and educating potential customers these days.
The problem? The average SaaS customer is suffering from information overload.
A recent survey by Gartner notes that 77% of B2B buyers described their last purchasing experience as “complex or difficult.” This was attributed to an “abundance of high-quality information.”
Translation? People are doing independent research to discover software products, but are overwhelmed by what they find.
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It’s no secret that the SaaS space is crowded.
Heck, the average business is juggling hundreds of apps at any given time.
And so anything software companies can do to prove their value is a plus.
That’s why SaaS case studies are so important.
Fact: case studies are cited as the most effective type of content for influencing B2B buying decisions. Case studies are crucial for not only helping SaaS companies stand out from the crowd but also answer their potential customers’ most pressing questions.
Want to see what compelling customer stories look like in the wild? Check out the seven SaaS case study examples below.
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Reality check: most people aren’t reading your blog posts word-for-word.
In fact, only 20% of readers will make it through any given post in its entirety.
That’s why it’s so important to make a conscious effort to write scannable content.
Because hey, readers are busy. Rather than force your audience to dig to find your key talking points, you should strive to put ’em front-and-center.
This not only makes your posts more actionable but also scroll-friendly to folks on their smartphones.
The good news? Creating scannable content isn’t rocket science.
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