Think every blog post you churn out is a lead magnet? Think again. That's a lesson I learned the hard way in the B2B SaaS content game. Here, expectations often don't match reality. Let me walk you through some of the myths and truths in B2B SaaS content marketing I've encountered.
Expectation #1: Consistent Leads from Every Blog
Reality: Imagine this - you've got a blog titled 'The Ultimate Guide to SaaS CRM Solutions' and another, '5 CRM Mistakes That Could Cost You'. Both solid, but it's the second, with its direct approach to a common pain point, that reels in the leads.
Let’s break that down. It's often a specific type of blog post, such as a detailed product-led blog, or one that tackles a very specific problem (like complex tech in an industry), or a compelling case study with a very simple problem being solved like saving time & gas due to automating a task, that generates the most leads.
Reason- oftentimes, the product features click, and you hit that sweet spot that is somebody’s problem. That’s costing them time AND money. And that’s all we should be aiming to do with all of our content in the first place.
Expectation #2: Viral Content Will Drive Business Growth
Reality: While viral content can boost visibility, it doesn’t always translate to business growth or customer retention. Sustainable growth often comes from consistently delivering value through well-researched, informative content that speaks directly to the pain points and needs of your target audience.
However, doesn’t mean that virality translates into nothing. It brings you solid one-time visibility and might reach corners of your specific industry that it hadn’t on other occasions.
Maybe a blog didn’t generate enough traffic organically but got you good traction on LinkedIn SaaS company page. That totally counts. At the end of the day, it reached the people it was supposed to one way or the other.
Expectation #3: High Quantity Equals High Returns
Reality: The belief that pumping out a high volume of content will automatically lead to better results is misleading. In B2B SaaS content marketing, quality trumps quantity. A few well-crafted pieces, strategically planned and executed, can have a greater impact than a flurry of hastily created content.
For instance, sometimes pausing new content creation to optimize existing blogs with insights from something as simple as Google Search Console to incorporate top queries and bring double the traffic. It happens.
Expectation: Immediate Results from Content Posting
Reality: I used to think, 'Post today, see results tomorrow'. Not quite. It's about laying a foundation with a well-thought-out content strategy. Immediate spikes in traffic or leads are rare; it’s about building trust and authority over time.
Start with creating a solid cornerstone & cluster B2B SaaS content marketing strategy. Then, consistently generate content, which helps in rounded visibility & traffic. There are no quick paths or results in B2B SaaS content marketing, especially long form.
Expectation: SEO-Driven Content Guarantees Top Ranking
Reality: While SEO is crucial, the oversaturation of keywords or blindly following SEO trends without focusing on user intent and quality can backfire. The best approach combines SEO best practices with authentic, useful content.
Important things to avoid- keyword cannibalization. When you have fewer keywords to focus on- this can happen. For instance, two blogs, titled 'SaaS growth hacks' and 'Growth hacks for SaaS companies' - would cannibalize each other's traffic because they targeted the same keywords.
This duplication can dilute your SEO efforts, making it harder for either post to rank well. By merging or differentiating the content, you focus your SEO efforts and improve ranking potential."
Expectation: B2B SaaS Content Marketing Success is Measured Solely by Leads/Sales
Reality: While leads and sales are important metrics, content success should also be measured by engagement, brand awareness, and customer education. Sometimes, the most 'successful' content is what turns a prospect into a well-informed decision-maker, even if it doesn't immediately convert.
This is especially true when you’re creating content for every stage of the buyer's journey, from TOFU (Top of the Funnel), which focuses on awareness, to BOFU (Bottom of the Funnel), which aims at conversion. It's crucial to engage not just potential customers but also existing ones and industry peers who might benefit from our insights, even if they're not immediately looking to buy.
Expectation: Expert-level Content is Always Best
Reality: While demonstrating expertise is important, overly technical or niche content can alienate broader segments of your audience. Striking a balance between expertise and accessibility is key. Let your stories be human.
When telling industry leader stories, include mistakes made by them as well. Sometimes, it is okay not to directly build content around things that fall within the range of your product’s features and value props. It is always okay to have content that just helps relevant industry people.
Summing up B2B SaaS content marketing expectations vs. reality
In the end, B2B SaaS content creation is as much about understanding your audience as it is about understanding your product. It's a journey filled with lessons, surprises, and a lot of reality checks. Let's keep our content real, relevant, and resonant. Because at the end of the day, it's not just about what we want to say but about what our audience wants to hear.
Have you faced similar challenges or discovered different truths? Let me know. And if you found these insights helpful, consider subscribing to my handle for more such posts.