GrowthWaves Pro: 50% off for the 1st year (use ‘FIRST100’ at checkout)

Unlock Pro

How to Create a B2B Content Marketing Strategy in 2024

12 min
CONTENTS

Key Takeaways

What is a B2B SaaS Content Marketing Strategy?

Why Is a Content Marketing Strategy Important for B2B SaaS Companies?

The Foundation of a B2B SaaS Content Marketing Strategy

What are the Components of our Content Marketing Strategy Service?

Final Thoughts

HUMAN CRAFTED
human-crafted-eye
This piece of content is the work of a human mind.

Year after year, it’s becoming more obvious: content marketing is a living, breathing thing—especially in a field as competitive and innovative as B2B SaaS.

Any B2B SaaS business that wants to grow organically has to have a well-thought-out content strategy in place.

But what is a B2B content marketing strategy, exactly? What’s special about it?

We’ve prepared this comprehensive guide to answer this question.

Key Takeaways

Here’s what you should know about SaaS content marketing strategy:

  • It defines the pathway for content to attract, engage, and retain audiences throughout the customer journey.
  • It delivers educational insights and thought leadership to meet the challenges and needs of the target audience.
  • It uses a mix of content types to address different segments and buying stages.
  • It employs metrics to ensure content aligns with business goals and reaches the intended audience.
  • It leverages analytics and market research to adapt to trends, technology, and customer shifts.
  • Original content is your differentiator.

Keep these takeaways in mind as we explore the what, why, and how of a B2B SaaS content marketing strategy.

What is a B2B SaaS Content Marketing Strategy?

A B2B SaaS content marketing strategy is a marketing plan that leverages content to attract and engage customers for a B2B business.

This strategy pivots on nurturing relationships with potential clients by addressing their challenges and offering viable solutions.

This helps to position your business and its offerings as the trusted go-to authority in its field.

Unlike traditional marketing approaches that center around product promotion, SaaS content strategies go far beyond simply promoting products.

They are what define the key concepts of content creation, the overall “what” and “why”.

  • What objectives does the content aim to fulfill?
  • Which queries is it attempting to resolve?
  • And crucially, why these queries?

Devin Reed captures this concept succinctly:

This insight highlights the distinction between:

  1. Strategy, which outlines the goals and rationale behind content initiatives, and,
  2. Tactics, the practical execution through blogs, webinars, case studies, and more.

Together, content strategy and tactics are the way B2B SaaS businesses build trust, authority, and long-term relationships with their clients.

Why Is a Content Marketing Strategy Important for B2B SaaS Companies?

According to our survey on the State of Content Marketing in 2023, the content marketers surveyed seemed to be most concerned about driving results.

Image source: State of Content Marketing Report (2024)

Here’s why a content marketing strategy is so important for B2B SaaS companies:

  • Educates and Informs Target Audience: For SaaS companies, product complexity can often be a barrier to sales.

Content marketing mitigates this by demystifying product functionalities and showcasing their real-world applications.

For example, a blog post series can guide potential customers through different software use cases. A webinar can also walk them through a typical workflow to highlight the practical benefits in a way that product descriptions alone cannot.

This strategic approach helps bridge the gap between the solutions you offer and the challenges your prospective customers face, positioning your brand as knowledgeable and helpful.

  • Establishes Brand Authority: Publishing well-researched, insightful content that tackles industry challenges, trends, and insights sets your brand apart as a thought leader.

According to Chima Mmeje from Moz:

“On a scale from 1 to 10, my excitement for the future of content marketing is a resounding 10, and here's why: AI is pumping out content at breakneck speed, but this is setting the stage for expert-driven content to truly shine.”

When customers see you as an authority, they’re more likely to trust your solutions when making purchase decisions.

  • Boosts Organic Lead Generation: Effective content marketing serves as a magnet for organic leads.

For example, an optimized, informative blog post that addresses a common problem can attract visitors via search engines.

These visitors are not just casual browsers—they’re actively seeking solutions, making them high-quality organic leads.

  • Nurtures Existing Leads: The journey from a B2B lead to a customer is rarely short or simple.

Targeted content like email newsletters that provide ongoing value, or personalized content recommendations based on user behavior, can keep potential customers engaged over time.

This not only keeps your brand top of mind but also educates and nurtures these leads, gradually guiding them down the funnel to conversion.

Plus, companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent lower cost per lead.

  • Improves Brand Awareness and Recall: Content that resonates with your audience does more than just inform; it engages on a level that enhances brand recognition and recall.

For instance, creating an infographic that simplifies a complex industry issue, or a series of thought-provoking industry commentary pieces, can significantly boost your brand’s visibility.

When your content consistently matches the interests and needs of your target audience, your brand becomes the go-to source in your field—increasing the likelihood that they’ll turn to you when ready to purchase.

The Foundation of a B2B SaaS Content Marketing Strategy

As Eda Kavlakoglu, Program Director at IBM, insightfully puts it,

“The main pillars of a successful content strategy are grounded in data and largely keyword research. It’s about meeting the market demand head-on and not just creating content for the sake of it.”

Now, let’s delve into the essential components that form the bedrock of a robust B2B content marketing strategy.

Content Types

At the core of any effective content marketing strategy lie the content types that will best resonate with your audience.

For B2B companies, these typically fall into three categories.

  • Product-focused content: This content type zeroes in on your offerings, highlighting benefits, features, and real-world applications. It is pivotal for converting interested leads into customers by showcasing the value of your product.
  • SEO content: This content type is designed to attract organic traffic and answer the queries your potential customers are searching for.
  • Original content: This content type sets your brand apart, offering unique insights, data, or perspectives not found elsewhere. It engages your audience on a deeper level, and sparks discussions that reinforce your brand’s thought leadership.

Content Formats

Within these content types, you can use various formats to engage your audience, including blog posts, case studies, how-to guides, infographics, videos, and more.

Your choice of format depends on the following factors:

  • Competition
  • Stage
  • Objectives
  • Distribution channels

Content Strategy Dimensions

To craft a content strategy that resonates, here are five key factors that influence the type and format of content you should focus on.

1. Company Stage

The journey of a B2B SaaS company from inception to market leadership is marked by evolving content marketing strategies that align with the company’s growth phase.

Each stage—early stage, product-market fit (PMF), and growth—demands a distinct approach to content.

The early stage is all about introducing potential customers to the product’s benefits and showcasing the unique perspective and thought leadership of the startup within its industry.

Once a company has identified its product-market fit (PMF) the content strategy shifts towards SEO-focused content to enhance brand value and drive organic growth.

The growth stage involves a strategic pivot toward amplifying SEO efforts to broaden the audience further, without letting go of the essence that makes the original content unique.

2. Competition

Competing on product features and SEO keywords can be challenging in the already saturated SaaS market.

However, original content offers a unique avenue for differentiation, allowing brands to compete beyond basic product comparisons and feature lists.

The innovation adoption curve illustrated below will help you understand how content type affects your competitive edge.

Product-focused and SEO content types, while foundational to digital marketing strategies, have become so prevalent that they no longer differentiate a brand in the minds of consumers.

These content types place companies within the ‘late majority’ on the innovation adoption curve.

In stark contrast, original content propels companies into the ‘early majority’ phase.

This content type, less saturated and more innovative, offers a wealth of untapped potential for brands to establish authority and connect with their audiences on a deeper level.

3. Objective

At the heart of a successful B2B SaaS content marketing strategy lies a clear alignment between content objectives and overarching business goals.

Below are the same five content strategy objectives and how they influence the selection of content types and formats.

1. Increase Brand Value: Content that shares innovative ideas, industry insights, or company achievements can elevate your brand’s standing in the market.

For example, Adobe’s ‘Adobe 99U’ shares thought leadership articles and videos focusing on creativity, innovation, and productivity, significantly boosting its brand value among creative professionals.

Image source: 99U

2. Thought Leadership: This objective is closely aligned with producing original research, insightful analyses, and forward-thinking content.

The Content Marketing Institute, through its annual reports and research studies, exemplifies thought leadership by providing valuable data and trends that shape the content marketing industry’s future.

Source: CMI

3. Amplification: This objective influences the creation of shareable content, such as engaging infographics, compelling videos, and insightful blog posts that readers are more likely to share across their networks.

A notable example is HubSpot’s comprehensive blog posts on marketing and sales topics, which are widely shared for their usefulness and depth of information.

4. Educate & Support: Educational content aims to inform your audience about your products or services and the problems they solve, supporting customers at different stages of the buyer’s journey.

How-to guides, FAQs, and tutorials are content formats that effectively serve this objective.

For instance, Moz’s ‘Beginner’s Guide to SEO’ is a comprehensive resource that educates readers about the basics of SEO, supporting their learning journey.

5. Generate Revenue: Content tailored toward this goal often includes case studies, product demos, and customer testimonials that directly showcase the value of the product or service.

As an example, Salesforce creates detailed customer success stories that demonstrate the tangible benefits of using its CRM solutions.

Source: Salesforce

4. Customer Lifecycle Stage

Understanding the customer journey allows marketers to tailor their content strategy to meet their audience exactly where they are.

Here’s an example of a typical customer lifecycle journey for a SaaS company.

Let’s explore how content can guide potential customers through this journey, using live streaming as context.

  • Unaware Stage: Content aimed at this audience should be educational and broad, gently guiding them toward recognizing a potential need or interest they hadn’t considered.

A blog post titled ‘What is Live Streaming?’ works here.

It appeals to individuals or businesses that haven’t yet considered live streaming as a tool for engagement, marketing, or communication.

  • Problem Aware Stage: Now, the audience recognizes they have a problem or need but they might not know the solutions available.

Content should help them understand their problem better and introduce the concept of solutions in a general sense.

A comprehensive guide, ‘How to Put Live Streaming on your Website,’ can help them understand the benefits and applications of live streaming.

  • Solution Aware Stage: At this stage, content should showcase different solutions, including yours, helping the audience understand their options.

A comparison article—‘Live Streaming Platforms: Which is Right for You?’—could introduce various solutions, subtly including your product as a viable option.

  • Product Aware Stage: Here, content should focus on differentiating your product from competitors and highlighting its unique benefits.

A ‘Restream Demo’ video that showcases the ease of using your platform to broadcast across multiple platforms can help sway potential customers by demonstrating value and ease of use.

  • Most Aware Stage: At this final stage, potential customers are considering a purchase. Content should be conversion-focused, addressing any last-minute concerns and encouraging action.

Customer testimonials and case studies, like ‘How X Company Increased Engagement by 200 Percent Using Our Live Streaming Service,’ would provide social proof and address specific concerns or objectives potential customers might have.

What’s more, content marketing tailored to the customer lifecycle journey also helps you avoid common acquisition mistakes.

1. Expecting every page to convert visitors into customers: The misconception that every piece of content must directly lead to a sale is a common pitfall. Content serves various purposes—educating, engaging, nurturing—each tailored to different stages of the buyer’s journey.

For example, a blog post titled ‘The Future of Remote Work’ might not directly sell a project management tool, but it builds brand awareness and positions the company as a thought leader in remote work solutions.

Strategy plan: Map your content to specific stages of the customer journey, with early-stage content focused on awareness and education, progressively moving toward conversion-focused content as the prospect advances through the funnel.

2. Overlooking early stages of the acquisition process: Neglecting the initial stages of the customer lifecycle—where individuals become aware of a problem and start considering solutions—can cause businesses to miss out on engaging potential leads early on.

This oversight gives competitors the chance to establish rapport first.

Strategy plan: Invest in content that addresses the top-of-funnel stages, such as informative articles, industry reports, and educational videos. This approach ensures that your brand captures attention from the outset—this is called creating demand before capturing it.

3. Over-promotion of the product: Continuously bombarding potential customers with product-centric content at every interaction can be overwhelming and counterproductive.

Such an approach can overshadow the educational and nurturing aspects of content marketing, making engagements feel transactional rather than informative or helpful.

Strategy plan: Strike a balance between educational and promotional content. Use case studies, testimonials, and product demos judiciously, ensuring there’s ample informative content that adds value without directly selling.

4. Insufficient touchpoints: A singular or narrow approach to content distribution can hinder a brand’s ability to maintain engagement with potential customers. Different prospects have varying preferences for consuming content, and failing to meet them where they are can lead to missed opportunities.

Strategy plan: Diversify content across multiple formats and channels to ensure multiple touchpoints with prospects. Blogs, email newsletters, social media posts, webinars, and podcasts can cater to different audience segments.

5. Choosing ease over effectiveness: It’s tempting to opt for generic content since it’s easier to produce but doing so can dilute your message and impact. Generic content fails to address specific audience needs, questions, or pain points, making it less engaging and effective.

Strategy plan: Tailor your content to meet the specific needs and interests of your target audience at each stage of their journey.

Personalized content that addresses specific industry challenges, questions, or opportunities resonates more deeply and is more likely to engage and convert.

6. Misaligning content types and formats: Not all content types and formats work equally well at every stage of the customer journey. Using the wrong type of content can disengage prospects or fail to move them closer to a decision.

Strategy plan: Carefully select content types and formats that align with the goals of each stage of the buyer’s journey. Educational blogs and infographics might be ideal for awareness, detailed guides and webinars for consideration, and case studies and free trials for decision stages.

5. Distribution

Choosing the right channels for your content can significantly amplify its impact and reach.

For B2B SaaS companies, the content distribution strategy must consider the unique attributes of product-focused content, SEO content, and original content.

Here are the options available for distributing your content based on the content type.

  • Product-Focused Content: Best distributed through channels where prospects are evaluating your product like your own product pages and blogs.

Hosting product-focused content on your own website improves SEO and also serves as a resource for prospects visiting your site for research.

  • SEO Content: The primary distribution channel for SEO content is search engines, where optimizing for specific keywords can capture traffic from potential customers seeking solutions.

Sharing educational and informational content on social platforms can increase its reach and drive additional traffic to your site.

Additionally, platforms like Medium or industry-specific forums can help repurpose SEO content to reach broader audiences outside of organic search.

  • Original Content: Channels include social media platforms for sparking discussions and sharing thought-provoking content, like Twitter and LinkedIn.

You can distribute original content through email newsletters to help nurture leads by providing valuable insights directly to their inbox.

Contributing original content to reputable industry publications can also broaden your audience and reinforce your brand’s authority.

Note
Distributing content isn’t just about broadcasting your message but ensuring it reaches the right people at the right time through the right channels. For B2B SaaS companies, this means adopting a multi-channel distribution strategy that leverages the strengths of each content type and aligns with the customer journey from awareness to decision-making.

Content Marketing Performance

Measuring the performance of your content marketing efforts is essential as it sheds light on the effectiveness of your strategies and guides your future initiatives.

The metrics you choose should correlate with your content program’s maturity level, as different stages of growth require different focuses for analysis.

 

Analyzing these metrics helps you refine your content strategy to better meet the needs of your audience and drive your business toward its growth objectives.

What are the Components of our Content Marketing Strategy Service?

Minuttia’s content marketing strategy service covers several key components that work together to build a strategy tailored to our clients’ unique needs and goals.

Here’s a quick breakdown of the elements included in our strategy.

Audience Research

Understanding your audience is the bedrock of any successful content marketing strategy.

This is where we peel back the layers to discover who your potential customers are, what they care about, and where they spend their time online.

Our service dives deep into audience research by examining not just your direct search competitors but also business competitors across multiple platforms.

We analyze social media accounts, websites, podcasts, YouTube channels, and press publications to gain a holistic view of the audience’s interests and behaviors.

This comprehensive approach ensures that the content we craft hits the mark by speaking directly to your audience’s needs and desires.

With a thorough grasp of your audience, we pivot to analyze those you’re vying against—the competition.

Competitor Research

To stand out from your competition, you must first understand them.

Competitor research is about finding opportunities to outshine and outperform.

Our methodology includes a detailed examination of organic traffic patterns, keyword strategies, and backlink profiles of your competitors.

By analyzing their presence on review sites and identifying gaps in their strategies, we can pinpoint weaknesses and opportunities for differentiation.

Keyword Research

Keywords are the compass that guides your content to the right audience.

We don’t just identify seed terms; we delve into semantic and branded terms, exploring multiple languages and performing content and topical authority gap analyses.

Keyword research informs our content creation process and ensures your content not only ranks but also resonates with readers.

ROI Forecasting

While keyword research directs us to what your audience is searching for, ROI forecasting projects the potential returns on your content investment.

By analyzing your current monthly organic traffic and projecting future growth, we can gauge the trajectory of your content’s impact.

For example, a projection from 50,000 to 100,000 monthly visitors suggests a doubling of your digital reach.

This also hints at an exponential growth trend within a given period—say, from January to December.

Simultaneously, we conduct a financial forecast to measure the monetary impact.

This involves calculating key conversion rates, such as the percentage of viewers who become leads and, subsequently, the leads that convert into paying customers.

Investing, for instance, $10,000 monthly and achieving a lead-to-customer conversion rate of 2.50 percent with an average LTV (Lifetime Value) of $1,188, provides a clear picture of your content strategy’s potential ROI.

This allows us to adjust content marketing investments based on anticipated returns, ensuring every dollar spent is justified by the value it’s expected to bring in.

Content Ideation

Great content begins with a compelling idea.

Content ideation is the creative process where we dream up the topics and formats that will engage and inspire your audience.

At Minuttia, we generate content ideas designed to spark interest and drive engagement.

From blog posts to interactive tools, every idea is a stepping stone toward a rich and dynamic content strategy that captures attention and sustains interest over time.

Customer Research

With innovative content ideas at the ready, we then delve into understanding your customers even further through targeted customer research.

Our customer research extends to collecting insights directly from your customer base.

Surveys, product review analysis, support ticket analysis, sales call scrutiny, and customer interviews provide invaluable first-hand data that feeds into a nuanced content strategy.

This blend of analytics and creativity ensures our strategies are robust, resilient, and ready to meet the challenges of an ever-changing content landscape.

Final Thoughts

When it comes to content marketing strategy, it’s not enough to simply create content.

What truly matters is crafting content that aligns with business objectives, engages the audience meaningfully, and drives growth through measured performance.

Now, it’s your turn to make an impact.

You understand the stakes, you’ve grasped the strategy, and you’re ready to elevate your content.

If you’re ready to see how a custom content marketing strategy can transform your business, feel free to book a call with our team of experts today.

HUMAN CRAFTED
This piece of content is the work of a human mind.

Related Content

Adaptive Content Marketing Newsletter

Join our biweekly newsletter and learn how to adapt to industry changes, redefine your content marketing playbook, and drive sustainable growth.