Ingabe Ufuna I-Content Marketing Ukukhula I-SaaS yakho ye-B2B?

Kwangathi wonke umkhakha, kunezinto eyodwa esidumile kakhulu ukuthi kubonakala njenge-default. Ku-SaaS, singakwazi ukubonisa ukuthi kuyinto umthengisi wokuthengiswa. Nangona ukuguqulwa kwayo kubangelwa imiphumela yayo, kubalulekile ukwazi it is the right fit for your business ngaphandle isitimela ngoba "ngaba wonke umuntu usebenza". Yini Ukuhlobisa Ukuze uthole impendulo esihlanganisa umbhalo, ngifunde nabasebenzi futhi wahlala emkhakheni we-cone. Imibuzo emzimbeni yami ihlanganisa iningi le ncwadi. Thina siphinde ngokushesha! Ukukhula ku-Context Ngakho-ke thina ngosuku esifanayo, thina ucacise ukuthi ukucindezeleka kuncike kuleli khasi. Ukuze , ikakhulukazi ekuqaleni kuya ku-middle-stages, ukucindezeleka inikeza ukwanda okuqhubekayo kwama-signups, i-activations, ne-revenue. It is not about vanity metrics like pageviews or social media followers. Nangona ama-metrics angakwazi ukuhlaziywa kwe-brand yokuqala, akukwazi ukunakekelwa ukucindezeleka okwenziwe ukuthi inikeza ibhizinisi lakho ngokushesha. Ukubuyekezwa startups Ngemuva kwalokho, thina ucebise kusukela emzimbeni. Yini i-Content Marketing ku-SaaS? I-Software-as-a-Service (SaaS) i-Content Marketing iyimfuneko yokwenza i-Content enhle, enhle, enhle enhle enikezela amakhasimende amaningi, i-educate kubo mayelana nemiphumela yayo, futhi i-cloud-based solution yakho iyisisombululo enhle, ngaphandle kokuphumula kakhulu. I-Content ithatha izimo ezininzi: i-blog posts, amavidiyo ze-YouTube, ama-podcasts, izifundo ze-product, ama-email series, ama-whitepapers, ama-eBooks, nokuningi. I-key iyasiza ama-prospects ukulawula imibuzo enhle ngokwemvelo ngokuvumelana ne-product yakho njenge-solutions engcono. Why Most SaaS Startups Khetha I-Content Marketing Okokuqala, ngacabanga ukuthi ukuhweba kwe-content iyatholakala ngoba inikeza imiphumela, okungenani ngeke ikhulumene uma akuyona i-nail. Ngiyazi izizathu ezimbalwa ukuthi kusetshenziselwa kakhulu emkhakheni: Ukwakhiwa kwama-brand I-Content inikeza wena ngaphambi kwe-Prospectes lapho zihlola izixazululo. Ngokwesibonelo, ungatholakala lapho umuntu ku-Ideal Customer Profile (ICP) ungathola ulwazi mayelana nesixazululo esizayo. Ngakho-ke, i-Content Marketing ingathola indlela yokuxhumana nesixazululo yakho kubo okokuqala. Ukulungiselela Leadership Thought I-Content ye-Quality inikeza inkampani yakho njenge-expert e-industry yakho. Uma isebenza ngokufanele, uye kwenziwe isithombe esidumile lapho izibuyekezo zihlanganisa ukunakekelwa, okunikezela umngcele kunazo kubangeli. Ukusebenza okusheshayo Ngokwenza lokhu, akubizwa ukuthi ukuthuthukiswa kwekhwalithi kuyinto engabizi - akuyona. Kuyinto kuphela ngokuvumelana okungabizi kunazo zonke izincwajana ezokuthengiswa. Lokhu kwenza isikhwama emangalisayo kumakhasimende ezihlangene nezinhlangano zokukhula ezinzima. Ukwakhiwa kwe-Trust I-Content isebenza njenge-leverage ye-trust ye-marketers. With I-Content iyindlela yokuvimbela okuhlobeneyo. Ngokuvamile, ukwakha impendulo okuyinto inikeza inani elilodwa futhi isixazululo imibuzo yabasebenzisi kusiza ukwakhiwa kwe-confidence. I-75% ye-Consumer ibhalisele ukuthi akutholwe ama-advertising Izinzuzo zezi-awareness, i-cost-efficiency, i-authority, ne-confidence-ukubonisa ukuthi i-content marketing yaziwa kwestrategy ye-go-to kumazwe amaningi e-SaaS. Yini Ama-Alternatives Ukuze I-Content Marketing? Kwiinyanga ezidlulile, i-Content Marketing ibonise iningi le-SaaS Marketing Discussions, kodwa akuyona eningi elilodwa yokukhula. Ngiyazi izindlela ezivamile ezivamile ezivamile zokusebenza kwebhizinisi lakho: Ukukhula Loops Ngokungafani ne-marketing funnels ezivamile, i-growth loops ibonise i-virality ngqo emkhiqizo yakho. Lapha, wonke abasebenzisi asebenza njenge-feedback loop yokufinyelela abasebenzisi eziningi, ukwakha i-cycle yokukhula okuzenzakalelayo. Slack kuyinto umzekelo ephelele. Uma umuntu uqhagamshelane, kubaluleke ngokwemvelo ukujabulela nabasebenzi amanye. Ngemuva kwalokho, wonke umeluleki omusha uqhagamshelane nabasebenzi, ngokwenza ukucindezeleka okuhlobene ngaphandle kokuchithwa kwe-marketing. I-Community Marketing Uhlobo le-marketing yakhelwe ukwakha indawo yokusekela amakhasimende, lapho amakhasimende angakwazi ukuxhumana namakhasimende nezinye amakhasimende. Hlola i-webinar, izivumelwano ezingenalutho ze-Slack, noma ama-newsletters ezihambisa izibuyekezo kanye nokuphendula izibuyekezo ze-audience. I-Gong inikeza kahle. Zine izinhlelo ezihlukahlukene zokusebenza / zebhizinisi, lapho abasebenzisi zabo zithole imali kusuka ku-peer connections. I-Pay-Per-Click I-Advertising Njengoba ibizwa ngokuthi, i-PPC inikezela ukulayisha inani elilodwa yokuthumela brand yakho noma umkhiqizo kumadivayisi elikhulu. I-Google Ads, i-Facebook Ads, ne-LinkedIn Ads zithunyelwe ngokuvamile kumazwe e-B2B. I-Side Note: Ukuze ama-startups abesifazane ukukhula kwelanga elide, i-PPC kuphela akuyona kakhulu. Lolu hlelo yokufinyelela okuqhubekayo ukuze ukugcina ukusebenza. Uma unemibuzo yokufinyelela yokufinyelela okuqhubekayo kumadokhumenti, ke ungenza. Ukuze ama-startups abathanda ukukhula kwelanga elide, i-PPC kuphela akuyona kakhulu. Lolu hlelo yokufinyelela okuqhubekayo ukuze asebenzise ukusebenza. Uma unemibuzo yokufinyelela yokufinyelela okuqhubekayo kumadokhumenti, ke ungenza. Side Note: I-Influencer Marketing Nangona kungcono kakhulu ku-B2B kuqhathaniswa ne-B2C, uMarketing ye-Influencer kungenziwa ingxenye enhle ye-arsenal yakho yokuthengisa. Ukulungiselela lokhu kuhlanganise ukuxhumana nabasebenzi be-industry kanye nabasebenzi be-think leaders abasungula ukubuyekeza imikhiqizo kumadivayisi wayo. Ngokuvamile, ingxaki ebalulekile phakathi kwe-B2B ne-B2C influencer marketing iyinhlangano. Ngaphandle kwemibuzo ezivamile, lezi zebhizinisi ngokuvamile zibonele njengama-mentions eziphilayo, ama-case studies, noma i-think leadership content eyenziwe ngokuvamile yi-brand. Umzekelo olungcono we-point yam Nangona ngaphandle kungase kuhlukanisa njenge-professional insight post, kumadivayisi owaziwa ne-influencer marketing dynamics, lokhu kuyinto - ukuthuthukiswa kwama-brand. Sara Stella Lattanzio's LinkedIn Post mayelana SEMrush. Ukuhweba kwe-affiliate Uhlobo le-marketing ikakhulukazi ihlanganisa ukusetshenziswa kwenethiwekhi abantu ukudayisa isofthiwe yakho kumadivayisi yakho yokuthengisa i-commission. I-Case Study ye-Dropbox: I-Content eyenziwe (and still grew) Nangona amazwe abahlukile ku-content marketing njengomthombo yayo yokukhula, abanye abahlukile. Nakuba wonke umphakathi we-SaaS abahlukile ku-content, abahlukile ama-odds futhi akufanele ukukhula. Ngo-2007 i-Dropbox yasungulwa. I-Dropbox ivela emkhakheni njenge-cloud storage platform ngexesha lapho abantu awukwazi ukuchithwa amafayela "ngesikhumba" - ngaphandle kwe-FTP noma ama-file servers zaziwa. Ungathanda kanjani umkhosi we-brainstorming we-brainstorming emzimbeni we-Dropbox lapho. Indlela yokuthengisa okuhle? Kodwa siyakwazi ukuthi umlando uye: Ngaphandle kokufundisa emakethe nge-content ephakeme, wahlala ukuguqulwa kwe-referral ne-product-led growth. Lokhu ukucubungula okwenziwe ngexesha I-3900% ukukhula kwamakhasimende eminyakeni angu-15. Namhlanje, baye kwenziwa umncane we-poster ye-strategy. Nangona kunjalo, i-Dropbox yasungulwa kwebhulogi ngoDisemba we-18th, 2007, kodwa akuyona inkinobho yayo yokukhula. Ukubuyekezwa kwe-content yayo yokuqala kubonisa amaphepha asekelwe kakhulu ku-updates ye-product engaphansi ku-content marketing ezivamile. Ngaphezu kwalokho, inqubo yayo yokubuyekezwa kubaluleke isicwangciso yayo yesisekelo yayo futhi kusebenza ekukhuthaza ukucindezeleka. Kodwa-ke, uma kungenzeka ukuthi lokhu kungenzeka, i-Dropbox kuyinto isibonelo esizodwa. I-product-market fit, i-simplicity, ne-B2B/B2C hybrid model ibonise kwabo izinzuzo eziningana nezinhlangano ezingu-startups. umphumela, le playbook akufanele isebenza kuzo zonke i-SaaS imikhiqizo. Ngamunye Yini ... I-Content Marketing iyadingeka? Yini, impendulo elilodwa ayikho. Isibuyekezo eside kuyinto enhle, njengezinto ezininzi ku-marketing: it depends. Nokho, kungcono ukuthi kungenzeka, ngokuvamile? Thola siphinde. Ngaba i-SaaS Startup kufanele usebenzisa i-Content Marketing? Ngaphambi kokufaka ukuhlaziywa kwestrategy yakho yokuthengisa noma ukuqhuma noma yini, kufanele uqinisekisa ukuthi kulinganiswa ngezinye izinto, okuyinto: Ibhizinisi yakho Model yakho Izinzuzo zakho Izinsiza zakho imikhiqizo yakho Izinzuzo zayo Thola siphindeza kanjani ngamunye kumadokhumenti yakho yokuthengisa, siza? Ingabe abathengi bakho? Uma ungenza isikhathi sokuphendula inkinga, kufanele ubhale lapho amakhasimende akho zayo zangaphakathi kakhulu. I-science ebhokisini lokhu kuyinto ukuhlola ukuthi amakhasimende amakhulu asikwazi ukufundisa futhi ukuthatha imibuzo yokuthengisa. Ukuqhathanisa lokhu kukunceda ukucindezela imicimbi yakho yokuthengisa, futhi ukucindezela kwabo kubaluleke kakhulu. Indlela yokwenza lokhu kubona imibuzo efana ne: Ungathola izivakashi kanye nezivakashi nabathengi bakho ezidlulileyo ukuze ufumane ulwazi oluthile olufanelekayo kubo. Usebenzisa izixhobo zokuhlola ukuhlola ukusebenza kwabo. Unemibuzo akuyona ukuthi izivakashi ziye zibonakalayo kunesibopho emangalisayo kanye ne-intuition. Konke kufinyeleleka ku-comprehension ye-audience yakho, okuyinto inikeza ukunambitheka ngaphambi kokuthengisa ku-content marketing. Ngiyazi ukuthi Umbhali we-Content Marketing, wathi: "Ukuhlola amakhompyutha akho akuyona kuphela ukwakhiwa kwe-Personas-ke ku-survival." I-weight ye-statement yayo ithatha kakhulu lapho akhiwa ama-examples of how companies burn dollars in marketing spending because they invest in a form of marketing without setting the foundation, understanding the needs of their audience. I-Jasmine Charbonier Kuyinto elula njengokungabonakali. Yaziwa ubudlelwane yakho, futhi uzothola imizuzu angu-10 yokwenza ukhetho oluthile. Indlela yokwenza imali? Waze I-business yakho isebenzisa ukwenza imibuzo kuyinto ebalulekile. Imibuzo yakho ye-marketing iyahlukile kumamodeli ngamunye. Umhlahlandlela Ngenxa yalokho, ngamunye imodeli ibhizinisi izinhlobo ezahlukene nabathengisi kanye nesikhathi esisodwa sokuthengisa. Ingabe umphakeli we-Freemium SaaS? Ingabe imikhiqizo yakho isekelwe ku-subscription? Ingabe unemibuzo “book a demo” uhlobo? Ukuphendula lokhu imibuzo ye-business model ngeke kukunceda ukulawula ukuthi isitimela se-marketing iyatholakala kakhulu. Yenza i-Zapier njengesibonelo; ungasebenzisa umkhiqizo yabo ngaphandle kokufaka ifomu le-card credit. Izinkampani ezininzi ezisekelwe kuma-freemium noma ama-free trial models kungenzeka ukuba zihlanganisa inethiwekhi elikhulu (ngaphandle kwe-freemium). , ngokuvamile) ukukhuthaza ukufinyelela okungagunyaziwe futhi ukuxhuma abasebenzisi. Ngokuvamile, zokusebenza ku-assumption ukuthi abasebenzisi izivakashi ukufaka ukusebenza kwe-premium. Ikhaya Kulezi zebhizinisi, ukudayiswa okukhokha, u-influencer marketing, kanye ne-affiliate programs kungaba indlela yokufinyelela. Ngokwemvelo, abasebenzisi zihlanganisa imali okunciphisa, ngakho-ke kungcono. Njengoba zihlanganisa kakhulu ku-scale, izinga lokuthuthukiswa kwabo kuyinto ukukhuthaza abasebenzisi abanolwazi kuningi. Ngaphandle kwalokho, amazwe nge-ACV ezingaphezulu ngokuvamile zinezingeni okungenani. Ukuqhathanisa ama-deals kubangelwa kakhulu ukwakhiwa kwezinhlobonhlobo kunezinhlobonhlobo. Ukuze i-Enterprise SaaS, ukucindezeleka ku-build personal relationships-think "book a demo" amakhasi, izivakashi zokuthengisa, ukunakekelwa kwekhompyutha, noma i-content marketing. Ngaphambi kokuthumela amakhasimende emikhulu yobuchwepheshe, kufanele ukholelwa inkampani kanye nemisombululo yayo. ServiceNow kuyinto isibonelo. Njengoba siphindezisa ku-startups, abantu abanemodeli yobuchwepheshe ingathanda ukuthi kunzima kakhulu ukuqala nge-outreaches ngqo, ukwakhiwa kwezinhlobonhlobo zokusebenza, kanye nezinzuzo zokuthengisa uma izinga lokuguqulwa kokuthengisa ngokushesha. Ngokuphathelene, kungahluka phakathi kwe-SaaS amamodeli. Nakuba inkampani efana ne-Zapier ingatholakala ukuthintana okuqinile ukuze kuthuthukise ukucindezeleka, lokhu ukucindezeleka okuqhubekayo kungenzeka ukuthi akuyona engcono ku-Enterprise-focused platform efana ne-ServiceNow. Yini Izinsiza Amasipala? Ngiyaxolisa: Yini izinsizakalo zakho? Ngaphandle kokufinyelela kwestrategy, umqondo wokuthengisa akuyona engabizi. Izinzuzo zakho, lapha, kungenziwa ngezigaba ezintathu: imali, umthamo, futhi isikhathi. I-Capital i-budget yakho yokuthengisa. I-Capacity i-expertise kanye ne-bandwidth ye-team yakho. I-Time ibonise yakho . Ukuhlobisa Sishayele ngamunye. Ikhaya Ngaphezu kwalokho, i-SaaS startups isebenza nge-funds ezincinane. Kulesi isibonelo, ukunikezela ama-channels e-low-cost njenge-content marketing, i-SEO, noma ama-growth loops kubalulekile. Nokho, "ukushintshwa okusheshayo" akuzama "ukushintshwa okungenani" - lezi zindlela zihlanganisa izinzuzo eziningi. I-VC-backed SaaS startups ikakhulukazi ibonise ukukhula okusheshayo kunazo zonke izindlela zokuthuthukiswa okuqhubekayo. Ngiyazi, kunezinto zokuthuthukiswa okukhokhathelene, ukuhweba okuqhubekayo, futhi ngisho ukuqhuba izilimi eziningi zokuthuthukiswa ngokuvamile. umthamo Ngingathanda lapha kakhulu – i-budget yakho ikakhulukazi ukulawula izinzuzo ze-team yakho. Kodwa ngezinye izigaba zokukhula, kubalulekile ukuhlola: "Uyaziwa abantu ezifanele lapho siphindezisa?" Uma impendulo ayikho, unayo izindlela ezintathu: upskill abasebenzi asebenzayo, outsourcing umsebenzi specialized, noma ukubhalisela izidakamizwa ezintsha. isikhathi Ngo-business, ixesha kulinganiswa ne-runway. I-timeframe yakho efanelekayo ingatholakala ukuthi izindlela zokuthengisa ungathola ngokwenene: Uma unayo isivinini eside, ungakwazi ukufaka izindlela zokukhula okusheshayo, ezifana ne-SEO ne-email nurturing, njll. Ukuphakama okusheshayo ngokuvamile inikeza ingcindezi eliphezulu. Kule ndlela, ama-channels e-impact eyenziwe ngokushesha, njenge-payment advertising, i-outbound sales, i-influencer partnerships, noma nezinye izindlela ezokwenza ukujabulela okusheshayo zihlanganisa izindlela ezinhle. Ukuphendula kwezi khosi kuyinto ingxenye enkulu elandelayo. Yini izidingo zakho? Ngemuva kokufaka ukukhula ku-context ekupheleni le nqaku, kufanele ukhangele ukuthi inqaku ikhizinisi ngokuvamile. Ngokwesibonelo, ezinye abasunguli zingathola ukwakhiwa kwe-awareness noma ukwakhiwa kwe-think leadership ngaphandle kokuguqulwa kwe-sales e-immediate. Kulezi zimo - futhi ngokuvumelana nezinye izici ezidlulele kule nqaku - i-content marketing kuyinto ukhetho oluthile. Ngaphandle kwalokho, uma izinga lakho lokuqala lihlanganisa ne-definition yethu yokuqala, i-Content Marketing kungenzeka ukuthi ayidinga. Okokuqala, izidingo zakho zebhizinisi zebhizinisi zihlanganisa izixazululo zakho zebhizinisi kanye nezinye izici. Umkhiqizo Ukuhlaziya ukuthi u-content marketing kuyinto indawo yakho yokufinyelela kuxhomekeke kuma-complexity ye-product yakho. Ukuze imikhiqizo elula, ukuchithwa kunzima ngokuvamile. Thola izixhobo nge-onboarding okuhlobene, ama-user experience intuitive (UX), kanye nokufaka okungenani. Lezi zihlanganisa ngokuvamile self-serving futhi zihlanganisa okungenani-ke-no-user education. Izinto ezifana ne-Slack, i-Dropbox, ne-Calendly zihlanganisa okuhle. Ukuze i-SaaS imikhiqizo eyenziwe njenge-saaS, i-content ingatholakala njengesikhathi esifundeni yakho yokukhula. Ngaphandle kwalokho, uma unayo umkhiqizo emangalisayo noma yobuchwepheshe nge-learning curve emangalisayo, ukwelashwa kwe-content njenge-afterthought kungabangela ukukhula kwakho. Kuleli khasi, i-content marketing iyinkampani yakho. Konke kusuka ku-educational content, njenge-guides enhle, i-webinar, ne-product tutorials. Izinzuzo Kuyinto enhle ukuhlaziywa okokuqala ukuthi lokhu akuyona kokuphathelene nabathengi bakho futhi ukhangela ngosuku - akukho. Ingabe kuphela ukuthatha ulwazi ukunceda izixazululo zakho zebhizinisi. Ngokusho I-CMO at , uzothola imibuzo kumazwana: Ukulungiselela ukucubungula I-Beagital Yini amakhaneli abasebenzisa kakhulu, futhi amakhaneli angaziwa ngokuphelele? Lezi zibonelelo ungasiza ufunde lapho ibhizinisi yakho kufanele ukufinyelela inxenye yentengiso. Yini i-channel ibonelela kubo i-ROI kakhulu? Ukuze uqhagamshelane emkhakheni lokhu, bheka Ahrefs futhi SEMrush. Zonke amabhizinisi zinikeza izixhobo ze-SEO kumakhasimende ye-digital kanye nama-business. Ziyakwazi ukuhambisa ngqo nezimveliso ezivamile kanye namadivayisi abacwaningi. Ngokuvamile, lezi zihlanganisi zihlanganisi zihlanganisa izixazululo zayo zokusebenza, kodwa ngihambe ngezinye izinto. Ukubonisa ukuthi ama-brands amabili asebenzise i-content marketing ngokubanzi - ukugcina ama-blogs amakhulu, ama-YouTube channels, nama-academies zemfundo ukuhlinzeka kanye nokuguqulwa kwamakhasimende. Zibonisa izixhobo ezamahala njengama-magnets ze-blue kanye nokuhlola iziganeko ze-branded: I-Ahrefs’ Evolve ne-SEMrush’s Spotlight. I-social media presence yayo iyinhlangano esilandelayo lapho ama-brand ezimbili zihlanganisa kakhulu. Ngaphandle kwezinhlobonhlobo zayo, izindlela zabo zihlanganisa eminye izindawo eziyinhloko. Umzekelo, i-SEMrush isebenza inkqubo ye-affiliate (kuye isikhathi sokubhala lokhu-May 2025), lapho i-Ahrefs yasungula yayo eminyakeni ezimbili edlule. I-CMO e Ahrefs Umculo we-Soulo Ukubonisa ukuthi. Ukuze ukunikezele ukuphazamiseka, omunye into eyenza kwaba ukuthi i-90% ye-affiliate leads ziye kwelinye i-3% yama-affiliates. Lokhu kunikeza kubo ukunciphisa inkqubo futhi usebenzise ngqo kumakhasimende abaphambili. Okunye, i-SEMrush ye-affiliate program iye yakhelwe ngempumelelo - nge-a Yini kuphela? Ukuphakama kwe-400% yama-partnership ezintsha ku-2025 Nangona kunzima ukucubungula idatha esifanele yokusebenza kumakhasimende yayo jikelele, inkinga ukuthi i-SEMrush iyahambisana nenkqubo kusukela ngo-2009 futhi ivela ukuthuthukiswa nokuthengisa kumakhasimende ibonisa ukuthi inikeza imiphumela enhle. Amabhizinisi asebenza ngokuvamile kumakhasimende angaphezu kuka-15 ngonyaka kuphela ngenxa yokufanelekileyo-ke ngokuvamile kusebenza kubo. Umbala wamanje, uma abacwaningi abavela ngokushesha izindlela ezithile zebhizinisi ngokushesha, okuvumela ukuthuthukiswa kwamazwe zebhizinisi. Njengoba Oyebode ushiye, "Ukuvumela ukuhambisa ngokushesha ngaphandle kokugcina." Nangona kunjalo, njengoba uchungechunge lethu, i-copycatting ye-wholesale ayikwazi ukunciphisa. Umthombo we-adaptation ye-strategic - ukuhlola ukuthi kungenziwa kwebhizinisi yakho kanye nokuhlanganisa nezinye izici ezidlulile kule nqaku. Lokhu kubaluleke ikakhulukazi kumazwe amasha nge izixazululo ezihambayo, lapho ukuxhaswa okungenani kakhulu kumadokhumenti ezivamile kungabangela ukuxhaswa kwakho. Ukubonisa yonke into nge-lens ye-HubSpot Ukudibanisa yonke into kuhlanganise kungase kuhlukanisa kakhulu, kodwa uxhumane nami lapha. I-SaaS brand eyodwa isibonelo yokuthengisa kwe-content eyenziwe kahle — i-HubSpot. Ngemuva kokufunda kwabo, uBrian Halligan noDharmesh Shah, wabhala ibhokisi ebizwa " ”, I-HubSpot iye wathwala emhlabeni we-content marketing. I-moteur yayo yokukhula ikakhulukazi isekelwe ku-content-first strategy. Inbound Marketing Kodwa kanjani wabona lokhu? Bona isibonelo ephelele yokufaka kulesi six-factor framework. I-HubSpot core audience iyinhlangano ze-SMB ezinikezela ukuthuthukiswa kwe-CRM, i-sales, ne-marketing. Ngokuvamile, lezi abathengisi abahlala ku-RFPs noma ama-sales reps. Ngokuvamile, abahlala ngokuvamile ukuhlola ngokuvumelana nezinkinga zabo zebhizinisi. Ngokuhambisana nemodeli yebhizinisi, i-HubSpot ibonelela ekuvuneni. Ukuphumelela kwabo akufanele ku-shopping eyodwa, kodwa ku-customer relationships elide. I-Content iyinhlangano eminingi yokufinyelela. Okokuqala, i-HubSpot ayikwazanga izinzuzo ezingenalutho. Ngaphandle kwalokho, zihlanganisa ukubhuka kwelanga lokuqala kwebhizinisi elidumile. Futhi, njengoba zihlanganisa ukuthi zihlanganisa indlela entsha yokuthengisa, baye zihlanganisa ukwenza lokhu. Ngingathanda konke lokhu? Ngiyazi, ngezansi inguqulo we-2012 ka-HubSpot enikezela ngokugqithiselwe ngokugqithisileyo ukucindezelwa kwelanga. Futhi yes, Ngingathanda ukuthi ama-brands ama-stories ezivela ngaphezulu kwe-"we want your money" umbhalo. Nangona kunjalo, kunezinto ezininzi i-brands angakwazi ukuxuba. I-HubSpot iyatholakala ngokushesha ekuphumeni ibhizinisi yayo. Lokhu kwakhona inikeza ukuthi akuyona i-content (i-inbound marketing) - futhi namhlanje, iyasebenza kubo. Ngokuqondene nezinsizakalo, ngingathanda ukuthi i-HubSpot yaziwa konke. Ngokungafani nezinhlangano ezininzi ze-startups, zihlanganisa ukwesekwa kwama-venture capital. Ngakho-ke, ukuze kube lula, ungathanda ukuba ungathanda ukuthi ungathanda khona, kodwa lokhu akuzodinga ukuthi ungenza imali enhle yokwenza umsebenzi yokuthengisa kwekhwalithi. I-good yakho iyona kakhulu. Uma i-HubSpot ingathengiswa emakhasini ephelele kanye nezifundo zebhizinisi, ama-startups ezincinane nezinsizakalo zihlanganisa ifomati eyodwa ye-educational futhi zihlanganisa kahle kakhulu. Nangona imishini yayo Ngaphezu kwalokho, babe nezidingo zokuxhumana ukuze ukunciphise noma ukunciphisa noma ukunciphisa noma iyiphi uhlobo lokuphendula abasebenzisi angakwazi ukujabulela. Ukuphakamisa okungenani Okokuqala, ngacindezela ukuthi baye zihlanganisa ingxenye yami elandelayo: uma unikeza into enhle, ukhangela ku-playbook ye-competitor kuncike nje. Nangona i-HubSpot yasungulwa iminyaka embalwa emva kwe-competitor yayo ngqo - i-Salesforce - baye zihlanganisa izindlela ze-Salesforce. Zihlanganisa ne-credits ze-work for them, futhi baye. Kuyinto i-content marketing. Ungayisebenza kanjani kubo? Ngokuhambisana nezimali, i-HubSpot isebenza kahle kakhulu. I-HubSpot Ukubuyekezwa kwama-$2.63 billion. Isitifiketi yayo yokuthengisa Ngaphezulu kwe-$700 million, okufakiwe ku-14% kune-Q1’24. Ukubuyekezwa kwe-2024 Q1 ngo-2025 Ngaphandle kwemikhiqizo yobuchwepheshe, imikhiqizo yayo yama-brand, ukubukeka kwesimo se-minded leadership kanye ne-community engagement ibonisa ukuthi i-content marketing inokukwazi ukukhiqiza imiphumela. Ungayifaka nge-marketing ku-Twitter noma i-LinkedIn ngaphandle kokufunda impahla ye-HubSpot, ama-citations, noma ama-discussions. Ngemuva kwalokho, i-HubSpot ayikho kuphela isifundo se-case study ye-content marketing enhle. Zihlanganisa isifundo se-case study eyenziwe ngama-strategic. imikhiqizo, ukwelashwa kwamakhasimende, futhi konke phakathi. Ngena ngemvume Ukuphakama okusheshayo Matrix Ungasebenzisa le nkqubo yokuhlola ukuyifaka ukuba i-content marketing iyona elula yokuqala 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 Ukusebenza okuhlobene yokuthengisa Relationship-Driven, Sales-Driven Abakhiqizi ___ / 3 Business Model Freemium, low-touch SaaS I-Middle Market Subscription Inkampani, High-Touch ___ / 3 Primary Goals Ukuhlobisa Brand, Thought Leadership Ukulungiselela ukucindezeleka Imigomo yokufinyelela okuqhubekayo ___ / 3 Resources Long runway, i-budget eqinile Izinzuzo moderate Isitimela eside, isitimela eside ___ / 3 Product Complexity Complex, kufanele ucwaningo Ukuhlobisa Complexity Okufakiwe, Intuitive ___ / 3 Competitive Landscape Ukudluliselwa okuphakeme Izinhlelo zokuxhumana Relationship-focused umdlalo ___ / 3 Total Score: ___/18 Umhlahlandlela • Ukusebenza : I-Content Marketing kuyimfuneko yokukhula kwakho 15-18 points • Ukusebenza : I-Content Marketing kufanele yinkimbinkimbi yakho, kodwa akuyona lokuqala 10-14 points • Ukusebenza Thola i-Alternatives Okokuqala, i-Content njenge-Strategy ye-Secondary 6-9 points Ngaphandle kwalokho, sicela usebenzisa inguqulo yesithombe ngokuvumelana. Ngaphandle kwalokho, sicela usebenzisa inguqulo yesithombe ngokuvumelana. Imibuzo yokuqala Konke izinto zihlanganisa, singatholakala ukuthi ukudayiswa akuyona umdlalo we-one-size-fits-all. Ngingathanda ukuthi omunye lezi zindlela kufanele kube lokuphambili yakho, Ngingathanda. Iningi lokusebenza kuyinto ukufumana indawo enhle lapho zonke lezi zihlanganisa, bese ukunciphisa nokukhula. It is your call. Kuyinto etholakalayo futhi ukuthi uma ufunde indawo yakho eliluhlaza ku-content marketing, kufanele uxhumane ukunikezela. "I-Content is not a marketing tactic you can easily turn on and off." I-Content Marketing ye-half-hearted ikhandlela kakhulu kunoma engaphandle kwe-Content Marketing. Njengoba Ryan Law noJimmy Daly at Animalz wabhala, Ukulungiselela!