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Picture this: you’re venturing into a new B2B SaaS business. You know how important it is to create an online presence and get your business in the spotlight.
So you use your personal LinkedIn and Twitter profile. You connect with your ex-colleagues and tell them about your new venture. You can attend online and offline networking events. And you meet other businesses to spread the word.
And it’s through this networking that you receive your first leads. They ask you to show them case studies for your business. Err…you don’t have one!
At that moment, you realize that you lost the first lead that came through the door.
Content marketing is a powerful magnet to stand out in the noise and attract potential customers. But the sad part? Not many businesses leverage the power of content marketing.
Why? Because:
A: They don’t know how to produce high-quality content marketing for themselves
B: They aren’t willing to invest in the resources
No matter which case you fall in, we’ll show you how content marketing can grow your online presence, drive traffic to your website, and establish yourself as a credible brand in your niche.
Are you ready to learn more?
Let’s dive in.
Did you know 57% of businesses generate revenue with content marketing?
Here are four ways you can leverage content marketing for your business to get similar results.
If you had to choose between customer testimonials or case studies, go for case studies. By writing a case study, you showcase the following:
Overall, case studies are an incredible way to build authority and present your products and services as solutions. And it helps speed up the decision-making process for your customers.
For instance, Foundation Marketing shares a case study on how they helped a SaaS company generate 1,000,000+ net new impressions in search results in 12 months.
Why it works: They created a separate page for parking case studies on their website. The goal is to display all of the top results they can achieve for their clients.
Next, they used a hook-worthy headline highlighting everything they achieved for their customers. This entices their website visitors to click on the case study and read it further.
In the case study, they’ve highlighted three things:
After elaborating on each section, they added the client’s testimonial — making the case study more credible.
How to implement:
Conducting original research can solidify your content marketing efforts and help you become a thought leader in your industry.
Plus, it helps you score coveted backlinks to your site. We call that a win-win.
Leverage online resources and personalized surveys to create custom content assets to publish on your website. Some examples include expert roundups, market reports, and infographics.
For instance, Dentifix, a dental company, created a comprehensive blog post about how much veneers cost. But they didn’t stop there.
They turned that lengthy blog post into an aesthetically pleasing infographic to share a breakdown of the costs, so website visitors can scan the infographic in a digestible format.
Why it works: Dentifix goes above and beyond with its content marketing efforts by sharing a detailed blog post on the average cost of veneers — a commonly searched question by its audience.
Then they make the blog post more scannable by adding the following:
Pricing has always been a constraint for consumers. So, they’ve added transparency in their blog post by sharing the average price of veneers — making it more authentic and building authority.
They have also addressed people’s most common questions, making their blog posts more informational. Because the infographic includes a one-stop shop for “all things” veneers, they’ll naturally attract backlinks.
How to implement: To write a data-driven report, first, identify the topic of expertise.
In the above example, Dentifix identifies the pricing of veneers as the topic. Similarly, think about the topics in your industry that are least talked about or not highlighted as much as they should be online.
Next, collect information about the topic — reach out to your customers, and ask questions through email surveys or social media platforms. Use this information to write data-driven reports.
Make sure your reports include interactive graphics and visuals. Few things to keep in mind while doing so:
To improve the quality of your images, use AI enhance image tools and turn low-quality visuals into high-quality images
Also, every report you publish online should include your branding — i.e., your brand colors and company logo. If you don’t have a logo, use an AI-powered logo maker to generate one for your business.
After all, you want to get credit where credit is due.
Let’s be honest: using social media to create brand awareness is good but not feasible in the long run.
Why? Social media channels are rented platforms. So, you need a platform that helps you interact with your audience directly.
The solution? Build your email list.
These emails aim to engage with the audience, educate them and convert them into paying customers.
You can use your email list to promote your company in two ways: newsletters and drip campaigns.
Send out weekly, biweekly, or monthly newsletters. Use them to share links to your content assets and nurture the audience. It’s the perfect way to repurpose the content you already have in your library.
If you want to produce more content to support your content marketing requirements, you can always amplify it with AI workflow automation. Work smarter, not harder, right?
Send drip campaigns once the prospect enters your marketing funnel. Use these campaigns to share more information about your products and services.
For example, Ahrefs sends a weekly email to subscribers where they embed blog posts on different topics — SEO, digital marketing, and more.
Take a look at another example from Hypefury. They send a drip campaign to prospective customers who sign up for their product’s free trial.
In each email, they educate their audience about how they can grow on Twitter, showcase a few examples of how other creators are doing it, and subtly plug their product benefits.
Why it works: Hypefury adds a human element to its campaigns by adding the founder as the campaign’s sender.
The founder shares how a creator maximizes his Twitter growth. To explain it better, he uses screenshots to make it more engaging.
At the end of the email, he adds a plug to his product features and shows a step-by-step process of how their product helps grow your following on Twitter.
Even though the founder is introducing their product and selling it to subscribers, the tone of the email is super-friendly — making the interaction that much better.
Also, they use a result-oriented subject line which leads the subscribers to open the email.
How to implement: Start by choosing your method: starting a newsletter or sending drip campaigns.
Then, learn how to write high, converting emails. If you’re sending a drip campaign, define the flow and theme for each email.
Make sure each email is educational and aligns with the topics you care about. Then, subtly plug your products and services into these emails and add a call to action.
Webinars are a great way to interact with your audience, share knowledge on topics you have expertise in, and build authority.
For example, HackerEarth organizes one monthly webinar on topics like diversity and inclusion, hiring, brand building, and more.
Why?
Why it works: Because HackerEarth organizes a monthly webinar, they interact with their audience directly and answer their questions.
HackerEarth gates its webinars after the webinar is over. That means visitors can only access the recorded webinar by exchanging their information — name, email address, company name, and designation.
The company also invites guest speakers to share their expertise and insights on new topics. This tactic enables the guest speaker to share the webinar with their company and audience, scoring more attendees.
How to implement: To organize a webinar and get your company name out there, follow this five-step process:
Content marketing is king. It’s the easiest way to build brand awareness and provide value to your audience.
When you write hard-hitting case studies and share insightful blog posts, prospects understand your expertise and the results you’ve driven for your other customers.
Simply put, your content marketing efforts bring confidence to your prospects.
And that’s when you stand out from the crowd and convert more leads into paying customers.
Plus, your competition isn’t waiting around. So start creating content today!
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