Ingaba ufuna ukuhambisa i-Content Marketing ukuvelisa i-SaaS yakho ye-B2B?

Kwiimveliso ezininzi, kukho umzekelo elidlulileyo kakhulu ukuba ibonakala njenge-default. Kwi-SaaS, sinokufunda ukuba i-content marketing. Nangona ukubaluleka kwayo kubangelwa iziphumo zayo, kubalulekile ukwazi it is the right fit for your business ngaphandle umzila ngesixhobo njengoko "ngaba wonke umntu uye uyenza". Ukuba Ukucinga Ukusabela imibuzo ebandayo ebandayo, ndibophelela nabasebenzi kwaye ndidlulele kwixesha leyo. Iingcebiso ezijoliswe kwicwangciso yami zihlanganisa ininzi le nqaku. Nceda siphinde kwakhona! Ukukhula kwi-context Ngoko ke thina kwi sayithi efanayo, nceda ukucacisa into yokukhula kule ndawo. Kuba , ikakhulukazi ekuqaleni ukuya kwi-mid-stage, ukuvelisa kunceda ukwanda okuqhubekayo kwi-signups, i-activations, kunye neentengiso. Akukho malunga ne-metrics ye-vanity ezifana ne-pageviews okanye i-followers ye-social media. Nangona ama-metrics ziyafumaneka i-traction yokuqala ye-brand, akukwazi ukugcina i-traction efanelekileyo ekuphuculeni i-business yakho. Iimveliso zeStartups Yintoni, siza kuqala ukusuka phezulu. Yintoni i-Content Marketing kwi-SaaS? I-Software-as-a-Service (SaaS) i-Content Marketing yinto yokwenza i-Content efanelekileyo, efanelekileyo kunye ne-consistent enokuthintela iinkcukacha ezinikezeleyo, ukufundisa kwiingxaki zayo kunye nokufaka isisombululo yakho esekelwe kwi-cloud njengoko isisombululo olungcono, ngaphandle kokuphumelela kakhulu. Iinkcukacha ziquka iintlobo ezininzi: iibhulogi, iividiyo ze-YouTube, i-podcasts, iingcebiso zeemveliso, i-imeyile series, i-whitepapers, i-eBooks, kunye neentlobo ezininzi. I-key iyasiza abathandekayo ukuyisombulula iinkcukacha zayo zayo ngokwemvelo kwaye ziye zithembisa kwimveliso yakho njenge-solutions efanelekileyo. Yintoni amaninzi i-SaaS Startups ukhethe i-Content Marketing Kwixesha elidlulileyo, ndingathanda ukuba i-content marketing ihamba ngenxa yokuthumela iziphumo, nto leyo kuthetha ukuba kuthatyalaliswa ukuba akufutshane neengxaki. Nazi izizathu ezininzi ukuba isetyenziswa kakhulu kwi-industry: Ukwakhiwa kweBrand Iinkcukacha zithunyelwe phambi kweempawu xa zithunyelwe ngokukhawuleza izixazululo. Umzekelo, unokufumaneka xa umntu kwiprofil yakho ye-Ideal Customer (ICP) ukhangela ulwazi malunga ne-solution yakho. Ngoko ke, i-content marketing ingaba yindlela yokuxhuma isixazululo yakho kwi-akhawunti zokuqala. Ukulungiselela umqhubi we-Thought I-Content ye-Quality inikeza inkampani yakho njenge-expert kwi-industry yakho. Xa yenzelwe ngokufanelekileyo, uya kuba umnxeba owaziwa ukuba izibuyekezo ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye zibe. Imveliso efanelekileyo I-Content Marketing yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni yintoni. Ukwakhiwa kwe-Trust I-Content isebenza njenge-leverage ye-trust ye-marketers. With Ukubuyekezwa kwe-Content, i-Content yindlela yokubuyekeza le ngxaki. Kwakhona, ukuvelisa i-Content enikeza i-value epheleleyo kunye nokuphendula iingxaki ze-Customers yenza kulula ukuvelisa ukhuseleko. I-75% yeengcali zibonisa ukuba bafumane i-advertising Zonke izinzuzo - ukucaciswa, ukucaciswa kwimali, umthetho, kunye nokufumana - zibonisa ukuba i-content marketing iye yaba i-strategy ye-go-to kwiinkampani ezininzi zeSaaS. Yintoni iintlobo ze-content marketing? Kwiinyanga ezidlulileyo, i-Content Marketing iye yabaqhelekanga kakhulu kwi-SaaS Marketing, kodwa iyiphi na indlela yokukhula. Nazi iindlela ezininzi ezibonakalayo ezilungileyo kwi-business yakho: Ukukhula Loops Ngokungafani ne-marketing funnels ezivamile, i-growth loops ibonise i-virality ngqo kwimveliso yakho. Kule, zonke abasebenzisi zihlanganisa njenge-feedback loop ukufumana abasebenzisi ezininzi, yenza i-self-sustaining growth cycle. I-Slack yi-example epheleleyo. Xa umntu uqhagamshelane, ngokwemvelo akhululwe ukuhanjiswa kwezinye abasebenzi. Yonke umnqweno omtsha uqhagamshelane nabanye, ngokwenza ukuvelisa okuqhubekayo ngaphandle kokuchithwa kwe-marketing. Ukuhweba Community Uhlobo le-marketing uye lihlanganisa ukwakha indawo ye-support yeenkcukacha, apho abathengi bangakwazi ukuxhaswa ngeemveliso kunye nabanye abathengi. Think webinars, izixeko ze-Slack ezizodwa, okanye i-newsletters ezihambisa iimpazamo kunye nokuphendula iimfuno ze-audience. I-Gong ikwenza oku kakuhle. Zininzi iinkampani ezahlukileyo / ezahlukileyo, apho abasebenzisi abaninzi bafumene ubungakanani kwi-peer connections. I-Pay-Per-Click I-Advertising Njengoko i-imeyile, i-PPC inokufuneka ukunika imali elifanelekileyo ukukhuthaza i-brand yakho okanye i-product kwi-publishment engaphezulu. I-Google Ads, i-Facebook Ads, kunye ne-LinkedIn Ads ziquka iinkonzo ezisetyenziswa kakhulu kwi-B2B. I-Side Note: Kuba i-startup eyenza ukuvelisa kwihlabathi elide, i-PPC kuphela ayikho. Le nkqubo ibonelela i-financing epheleleyo yokusebenza. Ngaphandle kokuba unayo iinkonzo ezininzi yokusebenza kweengxaki ze-ad, ke unako ukufikelela. Kuba iinkampani ezihlangene nokukhula kwihlabathi elide, i-PPC kuphela akuyona kakhulu. Le nqakraza kufuneka i-financing epheleleyo yokusebenza. Ngaphandle kokuba unayo iimveliso ezininzi yokusebenza kwihlabathi, ke unako ukufikelela. Side Note: Iimveliso ze-Influencer Nangona i-B2B i-comparison ye-B2C, i-marketing ye-influencer inokukwazi ukuvelisa kakhulu kwi-arsenal yakho ye-marketing. Oku kuquka ukuqhagamshelwano kunye neengcali zebhizinisi kunye neengcali zonyango abanikeze ukwakha ukhuseleko kunye nokuthintela ukuthintela iimveliso kumadoda wayo. Ukubaluleka kakhulu, ingxaki olukhulu phakathi kwe-B2B kunye ne-B2C influencer marketing yintoni. Kwiimeko zeengcali ezibonakalayo, eziqhelekileyo zihlanganisa njengamaxwebhu eziphilayo, izifundo zonyango, okanye iinkcukacha ze-think leadership ezibonakalayo i-brand. Umzekelo elungileyo kwimeko yam Nangona ukusuka kwebhizinisi kunokufumaneka njenge post yobugcisa yobugcisa, kubathengi abaziwayo ne-influencer marketing dynamics, nto leyo-ukukhuthaza iimveliso ze-brand. Sara Stella Lattanzio's LinkedIn post malunga SEMrush. Iimveliso ze-affiliate Uhlobo lwe-marketing kubalulekileyo kuxhomekeke kwi-word-of-mouth. Oku kuquka ukusetyenziswa kwinethiwekhi zezilwanyana ukudayisa i-software yakho kwi-publishment yakho ye-target ye-commission. I-Case Study ye-Dropbox: I-Content eyenziwe (and still grew) Nangona iinkampani zilungele kwi-content marketing njenge-motor yayo yokukhula, ezinye zange. Nangona wonke umntu kwi-SaaS uqhagamshelane kwi-content, baye zithintela iinkcukacha kunye nokufumana ukukhula. Ngo-2007 i-Dropbox yasungulwa. I-Dropbox ifumaneka kwisiseko njengesiseko se-cloud-storage ngexesha apho abantu awukwazi ukufumana iifayile ze-” kwi-air” – ngaphandle kwe-FTP okanye ama-file servers ezisebenzayo. Uyakwazi ukufikelela njani i-brainstorming yokuthengisa kwi-team ye-Dropbox kwakhona. Indlela yokuthengisa into enomdla? Kodwa sinazi indlela umzekelo: Ngaphandle kokufunda kwimarike ngokusebenzisa iinkcukacha ezininzi, bafumane ukuvelisa kwi-referral kunye ne-product-led. Ukukhula kwe-3900% yabasebenzisi kwi-15 iinyanga. Kwiintsuku, baye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye ziye zibe. Nangona kunjalo, i-Dropbox yasungula i-blog ngoDisemba we-2007, kodwa akukwazi ukuvelisa kwimoto yayo yokuqala. Ukubuyekezwa kweengxaki zokuqala zibonisa iingxaki zihlanganisa ngokukodwa kwi-updates yeemveliso kunokuba kwi-content marketing ezivamile. Ngoku, i-referral program ihamba i-strategy yayo yayo yayo yayo yaye inxaxheba ukukhula. Nangona kunjalo, nangona oku kunokwenzeka, i-Dropbox yinto eyodwa. Umgangatho wayo kunye ne-B2B / B2C i-hybrid model wabelane neengxaki ezininzi ze-startups. umgangatho, le playbook ayenza zonke iimveliso SaaS. Ukucinga Yintoni ... I-Content Marketing yintoni kufuneka? Yintoni, impendulo eliluncedo ye-no. I-response elide i-trickier, njengoko kwiintlobo ezininzi kwi-marketing: kuxhomekeke. Yintoni, ngoko kuxhomekeke, ngokufanelekileyo? Nceda siphinde. Ngaba i-SaaS Startup kufuneka usebenzise i-Content Marketing? Ngaphambi kokufumana ukucacisa i-strategy yakho ye-marketing okanye ukuqhuba nayiphi na ingxaki, kufuneka uqiniseke ukuba ifumaneka kwiindawo ezininzi, ezininzi: Umthengisi wakho Model yakho iimfuno zakho Iinkcukacha zakho iimveliso yakho abathengi bakho Nceda siphinde ukuba ngamnye kubo kubaluleke kwiingxaki zakho ze-marketing, ndingathanda? Yintoni abathengi bakho? Ukuba unayo ixesha ukuyisombulula inkinga, kufuneka ukuthengiswa ngexesha apho abathengi bakho ezifikelele kakhulu. I-Science eyenziwe ngoko kuxhomekeka indlela abathengi abavela kunye nokwenza imibuzo yokupakisha. Ukuxhomekeka oku kunceda ukuncedisa iinkqubo zakho zebhizinisi, kwaye ukuchithwa kwakhona kunokuba lula. Yintoni uya kufumana oku ngokufunda imibuzo efana ne: Uyakwazi ukuqhuba izifundo kunye nezifundo kunye nabathengi bakho ezidlulileyo ukuze ufumane ulwazi olufanelekileyo malunga neengxaki zayo. Ukusebenzisa izixhobo zophando ukulawula umzimba wayo. Uyakwazi ukufumana iinkcukacha ezininzi ezaziwayo kunye ne-intuition. Yonke kuxhomekeke kuxhomekeke kubathengi yakho, leyo inikeza ukucacisa ngaphambi kokuthengiswa kwi-content marketing. Nceda ndiyifunayo Umthengisi we-Content Marketing, uqhagamshelane: "Ukuhlola abathengi bakho ayikwazanga kuphela ukwakha i-Personas - kuxhomekeka kwi-survival." Ukukhusela umyalezo wayo kunceda ngempumelelo malunga neengxaki zokusetyenziswa kwe-marketing ngenxa yokuba zithenga kwiintlobo ze-marketing ngaphandle kokufaka isiseko, ukufumana iimfuno ze-publishers zabo. I-Jasmine Charbonier Yintoni ubudlelwane yakho, kwaye uxhumane ubuncinane ukufumana ukhetho olufanelekileyo. Yintoni unayo imali? Yintoni inkampani yakho isetyenziswa ukwenza iintengiso kubalulekile. Imibuzo yakho ye-marketing iyahlukileyo ngalinye iimodeli. Ukucinga Yinto ngenxa yokuba zonke iimodeli zihlanganisa iintlobo ezahlukeneyo zeengcali kwaye zihlanganisa i-sales cycle. Ngaba umenzi we-Freemium SaaS? Yintoni iimveliso zakho ziquka i-subscription? Ingaba unemveliso "book a demo" uhlobo? Ukuphendula le ngxaki ye-business model iya kukunceda ukholelwa ukuba i-strategy ye-marketing iyona elungileyo. Khetha i-Zapier njengesibonelo; ungasebenzisa i-product yayo ngaphandle kokufumana ifomu ye-credit card ebandayo. Iinkampani ezininzi ezisekelwe kwiimodeli ye-freemium okanye iimodeli ze-trial ezamahala kufuneka zibonise i-net ye-freemium (kwiintlobo ze-freemium). , ngokuqinisekileyo) ukukhuthaza ukufikelela free kunye ne-hook abasebenzisi. Ngokuqhelekanga, baqhuba kwi-assumption ukuba abasebenzisi ziya upgrade ukuze ufake ukusebenza kwe-premium. ICP Kwimveliso ezininzi, ukudluliselwa yentlawulo, i-influencer marketing, kunye neeprograms ze-affiliate ziya kuba indlela yokufika. Ngokwemvelo, abasebenzisi zineengxaki ezincinane, ngoko kunokwenzeka. Ngenxa yokuba zihlanganisa kakhulu kwi-scale, le nkqubo yama-marketing yayo kuyinto ukukhuthaza abasebenzisi abaninzi ezinokufanelekileyo. Ngaphandle kwalokho, iinkampani kunye ne-ACV ezininzi ziquka ngokubanzi iinkcukacha ezincinane. Ukugqithisa iingxowa kubangela ukwakha iinkcukacha kunokuba ukwakha iingxowa ezininzi. Kuba i-Enterprise SaaS, ukucindezeleka kubuyela ukwakha iinkonzo zokusebenza – ukhangela iiphepha ze-”book a demo”, iintlawulo zentengiso, i-account-based marketing, okanye i-content marketing. Phambi ukuba abathengi bangakwazi ukuxhaswa kwimali enkulu yentengiso, kufuneka bafumane inkampani kunye nemisombululo yayo. ServiceNow na umzekelo. Ngenxa yokuba sinxibelelanisa kwi-startups, abaxhasi be-entrepreneurship iya kuba lula ukuqala nge-outreaches ngqo, ukwakhiwa kweengxaki ze-strategic, kunye neengxaki ze-sales ukuba le nqakraza yobugcisa. Njengoko inkampani efana neZapier inokufumana iingcebiso ye-aggressive yokukhuthaza ukucacisa ukucaciswa, le nophuhliso oluphambili kunokwenzeka kwiphepha le-Enterprise-focused efana neServiceNow. Yintoni iinkcukacha ezifanayo? Ndicinga kwakhona, yintoni iinkcukacha? Nangona i-strategy unayo ukhethe, i-truth is that marketing is not cheap. Izixhobo zakho, apha, kungenziwa kwizigaba ezintathu: i-capital, i-capacity, kunye nexesha. I-capital i-budget yakho ye-marketing. I-capacity i-expertise kunye ne-bandwidth yeqela lakho. Ixesha ibonisa i . Ukucinga Ndiyathanda ngamnye. Ukucinga Ngaphezu kwalokho, i-SaaS start-up isebenza ngeengxaki ezincinane. Kule mzekelo, ukunceda iinkonzo ezincinane ezifana ne-content marketing, i-SEO, okanye i-growth loops. Nangona kunjalo, "iindleko ezincinane" akayi kuba "akukho iingxaki" - ezininzi iinkqubo ziquka iinkonzo ezininzi. I-VC-backed SaaS startups ikwazi ukuvelisa ngokukhawuleza kunyuka kwi-strategies ye-marketing ephakamileyo. Kule, kunokwenzeka ukuba i-investment kwi-payment acquisition, i-aggressive hiring, kunye nokuhamba iinkonzo ze-marketing ezininzi ngexesha elifanayo. Umthamo Ndingathanda apha ngexesha elide - i-budget yakho ikakhulukazi ukulawula iinkqubo ze-team yakho. Kodwa ngalinye ngexesha le-growth, kubalulekile ukufumana: "Kukho abantu ezifanelekileyo apho siya kuhamba?" Ukuba impendulo ye-no, unayo iindlela ezintathu: ukwandisa abasebenzi ezinxulumeneyo, ukuhanjiswa kwimfuneko ezizodwa, okanye ukuhanjiswa kwizilwanyana ezintsha. ixesha Kwimveliso, ixesha ibala runway. Ixesha lakho le-time-frame iya kubaluleke iinkqubo ze-marketing eziyavuma ngokufanelekileyo: Ukuba unayo i-runway elide, unokufumana iindlela zokukhuthaza i-slower-growth ezifana ne-SEO kunye ne-e-mail nurturing, njl. Izixhobo ezincinane ziquka ingcindezi eliphezulu. Kule mzekelo, iinkqubo ezincinane ezincinane, njenge-payment advertising, i-outbound sales, i-influencer partnerships, okanye iinkqubo ezininzi ezinikezwayo ukuvelisa ukuvuza ngqo zibonakalisa iindlela ezinhle. Ukusabela kwimibuzo ezininzi kubalulekileyo kwindawo elungileyo. Yintoni iimfuno zakho? Ukususela ukuvelisa kwi-context ekubeni le nqaku, kufuneka ibonise ukuba le nqaku i-relative. Ngokomzekelo, ezinye abasunguli bakwazi ukuvelisa ukucacisa okanye ukunxibelelana kwe-think kunokuba ukuguqulwa iintengiso ze-immediate. Kwiimeko ezininzi - kunye nokuxhomekeka zonke iimfuno ezininzi ezidlulileyo kule nqaku - i-content marketing iyona elungileyo. Ngokuqhelekileyo, ukuba izidingo zakho zokuqala zihlanganisa neempawu zethu zokuqala, i-content marketing ingaba ingaba kufuneka. Okwangoku, izicwangciso zakho zoshishino ziya kuqhagamshelane izicwangciso zakho ze-marketing ngexabiso efanayo kunye nezinye izicwangciso. Ubungakanani Product Ukuhlaziywa ukuba i-content marketing kufuneka yindawo yakho yokuqala kuxhomekeke kwimveliso yakho. Kuba iimveliso ezincinane, ukuchithwa kunezantsi. Qinisekisa izixhobo nge-onboarding efanelekileyo, izifundo ze-user intuitive (UX), kunye nokufaka okunciphisa. Lezi zokusebenza ngokufanelekileyo kwaye zinokufuneka ubuncinane okanye ngaphandle kokufundiswa kwe-user. Iimveliso ezifana ne-Slack, i-Dropbox kunye neCalendly zibonisa oku kakuhle. Kuba iimveliso ze-SaaS ezisekelwe njengezimveliso ze-Slack, i-content ingaba ingxaki yesibini kwi-growth story yakho. Kwi-flip side, ukuba unayo iimveliso emangalisayo okanye zobuchwepheshe kunye ne-learning curve emangalisayo, ukuthetha umgangatho njenge-afterthink ingangena ukukhula kwakho. Kule nkqubo, i-content marketing yintoni yakho. Yonke into ukusuka kwi-educational content, njenge-guides ezininzi, i-webinar, kunye ne-product tutorials. iimveliso Ingaba kufanelekile ukuhlaziywa okokuqala ukuba akuyona malunga nokuphathelisa abathengi bakho kwaye ukhangela ngosuku - akukho. Uyakwazi ukufumana ulwazi ukunceda izixazululo zakho zentengiso. Ngokutsho I-CMO kwi , uya kufumana imibuzo kwiimeko ezininzi: Ukucaciswa, Ukucinga Yintoni iikaneli abasetyenziswa kakhulu, kwaye iinkonzo engabonakali ngokupheleleyo? Le nkcazelo ingakusiza ukufikelela apho inkampani yakho kufuneka ukufumana ingxenye yentengiso. Yintoni iinkampani zibonisa ukuba ibonelela i-ROI kakhulu? Ukuba unemibuzo, nqakraza i-Ahrefs kunye ne-Semrush. Zonke iinkampani zinikeza izixhobo ze-SEO kubathengisi ze-digital kunye neebhizinisi. Ziyakwazi ukuxhaswa ngqo ngeemveliso efana neengcali. Nangona kunjalo, le iimveliso ezimbini ziquka iingcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali zeengcali. Zibonisa ukuba iimveliso ezimbini zisetyenziswa kwi-content marketing ngokubanzi - ukugcina iibhulogi ezininzi, i-YouTube channels, kunye neeyunivesithi zenzululwazi ukukhula kunye nokuguqula abasebenzisi. Zibonisa izixhobo ezamahala njengama-magnets ze- lead kunye neengcingo ze-branded: Ahrefs' Evolve kunye ne-SEMrush's Spotlight. Ukusuka kwimidiya yabasetyhini yabasetyhini yaye enye indawo yokuphumelela apho iibandakanya ezimbini zebhanki zihlala kakhulu. Nangona nemibala ezininzi, izindlela zabo zihlanganisa kwiindawo ezininzi eziphambili. Umzekelo, i-SEMrush isebenze inkqubo ye-affiliate (kuye kwimeko yokubhala oku-May 2025), kwaye i-Ahrefs iye iye yandiswa kwiinyanga ezimbini ezidlulileyo. I-CMO kwi-Ahrefs Uthando, Ukucacisa njani. Ukukhangisa iingxaki, enye ingxaki elithiwe ukuba i-90% yeengxaki zayo ze-affiliate ziye zithunyelwe kwi-3% kuphela zeengxaki. Oku kwenza ziye zithunyelwe kwiprogram kwaye zithunyelwe ngqo kunye neengxaki ezifanelekileyo. Ngexesha elide, le nkqubo ye-affiliate ye-SEMrush iboniswa ngempumelelo - kunye ne- Yintoni. Ukwanda kwe-400% kwizithombe ezintsha ze-partnership ngo-2025 Nangona iingcebiso zokusebenza ngokufanelekileyo kwiinkcukacha zokusebenza zayo zokusebenza kwiinkcukacha zokusebenza zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha zeenkcukacha. Indawo engaphezulu yinto ukuba xa abathengi abavela ngokuvamile ukuqhuba ngempumelelo iintyatyambo ezithile zentengiso, oku kuthetha ukutshintshwa kwimarike kwiinkqubo zentengiso. Njengoko Oyebode ibeka, "Ukuvumela ukuba ubhale ngokufanelekileyo ngaphandle kokufutshane." Nangona kunjalo, njengoko ucwaningo lwezimeko yethu ibonisa, i-copycatting ye-wholesale ayikwazi ukunciphisa. Izixhobo i-adaptation ye-strategic - ukufumana into efanelekileyo kunye neengxaki ezininzi ezinxulumene kule nqaku. Oku kubalulekile kakhulu kwiinkampani ezisebenzayo kunye nezisombululo ezininzi, apho ukuxhaswa kakhulu kwi-playbooks ezihlangeneyo kunokufumana ukunciphisa ukuxhaswa kwakho. Ukubonisa yonke into nge-lens ye-HubSpot Ukudibanisa yonke into ngokubandakanya kunokwenzeka kakhulu, kodwa uqhagamshelane nathi apha. Enye brand ye-SaaS ibonise i-content marketing efanelekileyo - i-HubSpot. Emva kokufunda zabo, uBrian Halligan kunye noDharmesh Shah, wabelane inqaku " ”, I-HubSpot iye yabaqhutywa kwihlabathi ye-content marketing. Isixhobo yayo yokukhula ikakhulukazi isekelwe kwi-content-first strategy. Inbound Marketing Kodwa ngoko bafumana oku? Zifumaneka umzekelo epheleleyo yokufanisa kule six-factor framework. I-HubSpot yendaba lwangaphakathi kubandakanya i-SMB eyenza ukwandisa i-CRM, i-sales, kunye ne-marketing. Ngokufanelekileyo, abathengi be-RFPs okanye i-sales reps. Ngokufanelekileyo, baye zihlanganisa ngokufanelekileyo ukuyisombulula iingxaki zayo zoshishino. Ngokutsho iimodeli yebhizinisi, i-HubSpot ibonelela kwi-retention. I-survival yayo ayinxalenye kwi-one-off purchases, kodwa kwi-long-term customer relationships. I-Content iyiphi na iindlela ezininzi zokufumana oku. Kwixesha lokuqala, i-HubSpot ayikwazi ukufumana iziphumo ezibonakalayo. Kwixesha elandelayo, zithintela i-claim yayo ukuba kuqala ukuba i-industry authority enomdla. Kwaye, phantse zithintela indlela entsha yokuthengisa, ziye kufuneka zihlanganisa ukwenza oku kuphela. Yintoni ndingathanda yonke into? Ngoko ke, apha i-2012, i-HubSpot inqaku ebonakalayo ngokufanelekileyo intliziyo kunye ne-mission yayo ngexesha. Kwaye ngoko, ndingathanda ukuba iimveliso ezininzi zibonisa iingoma ezininzi ngaphezu kwe-"we want your money" imibuzo. Nangona kunjalo, kunokuba kunokwenzeka ukuba i-brands zihlale. I-HubSpot iye yakhelwe ngokuqhelekileyo ekuphumelela i-mission yayo. Oku kwakhona ibonisa ukuba bafumane i-content (i-inbound marketing) - kwaye namhlanje, isebenza kubo. Kwiimveliso, ndiya kubonakala ukuba i-HubSpot iye yintoni. Ngokungafani neempawu ezininzi zokufunda, zihlanganisa i- venture capital support. Ngoko ke, ukuba ngqo, ungenza ukuba ushiye wena ngexabiso, kodwa oku akufuneka ukuba ungenza i-funding emangalisayo yokwenza i-content marketing ukusebenza. I-good yakho iyona kakuhle kakhulu. Nangona i-HubSpot ingathenga kwi-academics epheleleyo kunye ne-industry reports, i-startups ezincinciphisa iinkcukacha zokusetyenziswa kufuneka ukhethe ifomati ye-educational kunye nokwenza oku ngempumelelo. Nangona izixhobo zayo Zonke iinkcukacha ziquka iinkcukacha zokunciphisa okanye ukunciphisa zonke iintlobo zokusetyenziswa kubasebenzisi. Ubuncinane Complex Okokuqala, ndifuna ukuba baye baye baye baye baye baye baye: ukuba ukunikezela into oluthambileyo, ukhangela kwi-playbook ye-competitor kuphela ukunciphisa. Nangona i-HubSpot yasungula iminyaka emva kwe-competitor yayo ngqo-Salesforce-ukungabonakali i-strategies ye-Salesforce. Baya baye baye baye baye baye baye ziyafumaneka kubo, kwaye baye. Yinto yokuthengiswa kwe-content. Indlela yokusebenza kubo? Ngokutsho kwimali, i-HubSpot isebenza kakuhle. kwizigidi ze-2.63 billion. I-revenue report ye kwizigidi ezingaphezu kwe-700 million, leyo i-14% ngaphezu kweQ1'24. Ukubuyekezwa kwe-2024 Q1 ngo-2025 Ukongezelela kwezimali zezimali, iimveliso zayo ze-brand, i-minded leadership position kunye neengxaki ze-community zibonisa ukuba i-content marketing inokukwazi ukuvelisa iziphumo. Unako ukuvelisa kwi-Twitter okanye i-LinkedIn ngaphandle kokufunda i-HubSpot yengxaki, iingxaki, okanye iingxaki. Kwiintsuku, i-HubSpot ayikho kuphela isifundo se-case study ye-content marketing efanelekileyo. Zifumaneka isifundo se-case study kwi-strategic alignment phakathi iimveliso, imveliso yokuthengisa, kwaye yonke into phakathi. ukucinga, I-Matrix ye-Decision Fast Ungasebenzisa le nkqubo yokubala ukucacisa ukuba i-content marketing iyona elungileyo kwi-startup yakho: Factor High Content Marketing Fit (3 points) Medium Fit (2 points) Low Fit (1 point) Your Score Buyer Persona Self-educating, research-heavy buyers Mixed buying behavior Relationship-driven, sales-led buyers ___/3 Business Model Freemium, low-touch SaaS Mid-market subscription Enterprise, high-touch ___/3 Primary Goals Brand awareness, thought leadership Balanced growth approach Immediate revenue focus ___/3 Resources Long runway, limited budget Moderate resources Short runway, high budget ___/3 Product Complexity Complex, needs education Moderate complexity Simple, intuitive ___/3 Competitive Landscape Content-heavy competition Mixed strategies Relationship-focused competition ___/3 Buyer Persona I-self-educating, i-research-heavy buyers Ukusetyenziswa kwe-buy behavior Umthengisi we-relationship-driven, i-sales-led buyers ___ / 3 Business Model I-Freemium, i-Low-Touch SaaS I-Middle Market Subscription Inkampani, High-Touch ___ / 3 Primary Goals Ukucaciswa kwimveliso, umdla wokufunda Ukulungiselela ukuvelisa Ukucaciswa kwimali ngqo ___ / 3 Resources Long runway, i-budget ezincinane Izinto moderate Ukulungiselela eliphantsi, i-budget ephakamileyo ___ / 3 Product Complexity Complex, kufuneka imfundo I-moderate complexity Okufumaneka, Intuitive ___ / 3 Competitive Landscape Umgangatho we-Content-weight competition Strategies ezahlukileyo Umnqweno Relationship-focused ___ / 3 Total Score: ___/18 Ukucinga Guide · Ukusuka : I-Content Marketing kuyimfuneko yokukhula kwakho 15-18 points · Ukusuka : I-Content Marketing kufuneka ingxenye ye-mix yakho, kodwa ayikho kufuneka yokuqala 10-14 points · Ukusuka : Thola iimfuno yokuqala, i-content njenge-strategy ye-secondary 6-9 points Kwiimeko, nceda usebenzise inguqulelo le-imeyile njengomgangatho. Kwiimeko, nceda usebenzise inguqulelo le-imeyile njengomgangatho. Imibuzo lokugqibela Zonke izinto zihlanganisa, sinokuxhomekeke ukuba umthengisi ayikho umdlalo we-one-size-fits-all. Njengoko ndithanda ukhangela ukuba enye yale iimpawu kufuneka yintloko lakho lokuphambili, ndingathanda. Izixhobo elikhulu lokufumana indawo ebandayo apho yonke into zihlanganisa, ke ukwandisa kwakhona kunye nokukhula. It is your call. Kwakhona kunokwenzeka ukuba ukuba ufumane indawo yakho emfutshane kwi-content marketing, kufuneka uqhagamshelane. "I-Content is not a marketing tactic you can easily turn on and off." I-content marketing ye-half-heart is often worse than no content marketing at all. Njengoko uRyan Law kunye neJimmy Daly kwi-Animalz, Ukucinga!