This post outlines how to run a successful content marketing strategy for SAAS companies.
- Defining success clearly
- Developing good content
- Distribution of content
- Using data to drive performance
Success means that the strategy is delivering on your businesses objectives. That’s where you want to start, to make sure that you have a solid idea of how content can meaningfully drive value for the business.
Creating good content
Then you need to develop good content, that delivers on those objectives. Typically the best place for inspiration is chatting with customers, learning about how they research products, their buying journey, common concerns or bottle necks. And aligning your content to make that journey more efficient for them.
Once you have that good content, you need to distribute it effectively. So making sure its visible in search engines, through social, in the right contextual native advertising spots, in your newsletter. This is an area most companies fall down on, not getting enough eyeballs to their content.
Using data to drive performance
Keeping data front and centre, to find new opportunities to improve content and distribution is key. Data should act as a feedback loop to help nudge your team in the right direction, to help articulate how the strategy is delivering on the objectives and be the ultimate proof point of its success.
Some metrics to help give that context are:
- Reach, how many people are we getting in front of.
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
And slicing this by where customers come from, what devices they use, times of day and day of week that they engage. Really help to drive performance.
This is part of our Guide to Content Marketing for SAAS.