Only 41% of technology companies have documented content marketing strategies. And over half of technology marketers said their companies' content marketing is not mature. If your software-as-a-service company fits these descriptions, you're missing the valuable opportunity to use content to promote your offerings, educate potential customers, nurture leads, and provide ongoing support to current customers.
Need some inspiration for your SaaS content marketing strategy? Take a look at these four examples of SaaS content marketing:
Salesforce offers cloud-based software, including a CRM and a suite of applications for customer service, analytics, and marketing automation, to name a few. The company uses content marketing in several ways, but one of its more impressive assets is its robust library of research and reports.
Salesforce's research and reports cover a variety of topics, including the state of marketing, the employee and customer experience, the state of CRM, and digital transformation. These materials are gated, so Salesforce can gather the contact information of the people who download the content, allowing the company to follow up and nurture those leads toward a sale.
If you hadn't heard of Zoom before 2020, you certainly know about it now. Zoom offers a video teleconferencing software program used by companies, schools, and individuals alike. To educate its users and potentially expand its customer base, Zoom maintains a blog full of helpful content.
Given that Zoom can be applied in a plethora of ways, it makes sense that the Zoom blog covers a wide variety of topics — including best practices for using chat in the workplace, how to hold engaging all-hands meetings, how parents can get their kids ready for remote learning, and telehealth. Sharing blog content allows Zoom to build its thought leadership in its industry, educate its current users on getting the most out of the platform, and show potential customers how they could get value from using Zoom.
HubSpot is a company that offers software for inbound marketing, sales, and customer service. With robust blogs, informative research, and social channels that are overflowing with helpful content, HubSpot has mastered the art of content marketing. One of its most impressive assets? HubSpot Academy.
HubSpot Academy offers online courses and certifications in sales, inbound marketing, and customer service and support — all for free. These educational materials allow HubSpot to position itself as a go-to resource in the marketing and sales space. With this abundance of content, HubSpot is making it clear that its team is stacked with industry experts. Plus, because HubSpot-specific courses are available, current and potential customers can learn more about the platform — and can feel at ease knowing that if they should run into questions marks while using HubSpot, there are answers at their fingertips.
Zapier is an automation platform that allows users to integrate the web applications that they use. The company uses several types of content marketing, but its on-demand webinars stand out.
Zapier's webinars cover a range of topics that its customers — and potential customers — would find helpful, including working remotely, how to use Zapier, and customer spotlights. These ungated webinars allow Zapier to engage and gain the trust of its target audience while also building thought leadership in its industry.
I'm a VP at Influence & Co. I love the St. Louis Cardinals, Mr. Pibb, and Reese's. My favorite things to do are spend time with my family, play outside, and wrestle with my Great Dane.