What Is B2B SaaS Content Marketing?
B2B SaaS content marketing means producing and distributing content to increase brand awareness, traffic, leads, and sales for business-to-business SaaS companies. Common forms of B2B SaaS content marketing include blogging, podcasting, email newsletters, and infographics.
Understanding B2B SaaS content marketing involves shifting from flashy consumer-focused campaigns to a more nuanced, relationship-oriented approach.
In simple terms, you should use content to promote your business’s product or service.
This promotional content can take many forms, from detailed whitepapers and case studies to comprehensive blog posts and videos.
But successful B2B content marketers don’t just showcase their products. They offer valuable insights, solutions to common business issues, and content that nurtures buyer relationships over time.
This level of engagement is crucial in B2B, where the sales cycle is longer, more complex, and involves multiple stakeholders.
Why B2B SaaS Content Is Important?
Short answer:
Because it works EXTREMELY well.
Hubspot shows in their 2024 State of Marketing Report that content-related channels (organic SEO, social, and email) have a higher return on investment (ROI) compared to paid channels:
B2B buyers are also doing more online research before making purchases. The content they engage with shapes their views of your brand.
According to Hubspot, at least 47% of buyers view 3-5 pieces of content before engaging with a sales rep, and most expect brands to create interesting content.
B2B SaaS Content Marketing vs B2C SaaS Content Marketing
Here is a table comparing B2B and B2C Content Marketing:
| Aspect | B2B Content Marketing | B2C Content Marketing |
|---|---|---|
| Target Audience | Businesses, professionals, decision-makers | Individual consumers, end-users |
| Sales Cycle | Long, complex | Short, more direct |
| Content Tone | Industry-specific, bold yet professional | Casual, relatable |
| Content Focus | Solving business problems, ROI, efficiency | Personal benefits, lifestyle enhancement |
| Decision Making | Rational, based on business needs | Emotional, based on personal desires |
| Marketing Channels | LinkedIn, industry blogs, webinars, podcasts, interactive content | Social Media, TV, Retail sites |
| Emotional Appeal | Less emotional, more rational | Highly emotional, personal appeal |
Let’s analyze each category separately:
B2B vs. B2C Content Marketing Audiences
B2B and B2C content marketing have distinct audiences, purchase considerations, and content goals.
The key difference is the complexity of the target audiences of those two types. B2C targets the individual consumer (of the content and the product).
For B2B SaaS content, the total target audience is more complex and usually involves multiple groups inside the companies we’re targeting:
- Buyers: C-level executives
- Influencers: Department heads and managers
- Users: Employees who use the product or service
Each B2B audience has different needs, goals, and pain points and interacts differently with your content. Hence, they require different forms of content to reach them.
According to DemandGen’s Content Preferences Report, in 2023, B2B buyers were mostly interested in short-form, concise content or interactive content experiences (webinars, events)
However, long-form foundational content ended up in third place, so it’s still crucial to consider it while building your strategy.
B2B vs. B2C Sales Cycle
The sales cycle is the time it takes for a lead to turn into a customer. It’s generally different for B2B and B2C companies.
For B2C, the sales cycle is shorter because individual consumers usually make purchase decisions quickly based on personal preferences and needs.
In contrast, in B2B, the sales cycle is longer and more complex. It involves multiple stakeholders and decision-makers, making the process more intricate.
As a result, B2B content marketing should focus on building relationships and providing valuable information to buyers throughout their decision-making journey.
B2B vs. B2C Content Tone
B2C content tends to have a more casual and relatable tone, focusing on appealing to consumers’ emotions.
Headspace, for example, keeps their tone of voice approachable and relatable, even when talking about serious mental health matters
However, there are a couple of misconceptions surrounding the optimal tone of voice for B2B companies.
The most popular one is that the tone of voice in B2B SaaS content is usually more professional, industry-specific, and authoritative. This is only partially true.
Take a look at how Gong talks to its customers in their blog content:
I’d not say it’s an ‘authoritative’ voice.
In 2024 and beyond, brands are looking for ways to differentiate themselves. A casual, less professional ToV can help achieve this goal.
As Adam Robinson from Strategexe shares in the B2B Content Show:
It’s essential that every organization had the right culture in place, really working to build that, but then also had that brand standard guide to make it easier and actually possible
While B2B SaaS content should convey expertise and authority, it shouldn’t come at the expense of being relatable to your audience.
In fact, maintaining a professional but friendly tone can help humanize your brand and build trust with potential customers.
The personality of your content shouldn’t outshine its value. Aim to balance both.
B2B vs. B2C Content Focus
In B2B content marketing, the focus is on solving business problems and demonstrating ROI and efficiency.
According to the DemandGen’s report, B2B buyers are most interested in content that is:
- tailored to their needs
- easy to consume
- quick to share
There’s no place for cookie-cutter B2B SaaS content marketing in 2024.
You need to leverage both authentic, customer-centric content and a data-driven approach to content creation as B2B buyers are looking for tangible results from their investments.
B2C content, however, is more focused on personal benefits and lifestyle enhancement. It appeals to consumers’ desires and emotions rather than their rational decision-making processes.
B2B vs. B2C Decision Making
B2B purchase decisions are usually made rationally, based on business needs and objectives. In contrast, B2C decisions are more driven by personal desires and preferences.
But that doesn’t mean B2B content should focus only on boring. In B2B, as in B2C – humans buy from humans.
So, your B2B content should combine logical arguments and data with relatable or emotional messages to convince potential customers of the value of your product or service.
Hotjar does it well in their ultimate guides:
They serve complex analytical concepts using an approachable tone. This makes their insights easy to understand and clarifies Hotjar’s arguments.
B2B vs. B2C Marketing Channels
For B2C, choosing the right marketing channel is unique for each business. Popular marketing channels include social media, TV, and retail sites.
In contrast, B2B companies tend to focus more on professional networking platforms such as LinkedIn, industry blogs, and webinars.
These channels allow for targeted outreach to specific industries and decision-makers who are more likely to be interested in their
Usually, B2B companies create and distribute their content on channels like:
- Industry-specific blogs
- Webinars
- Email newsletters
These platforms allow them to target and engage with professionals in their industry effectively.
But lately, many B2B companies have been going beyond those channels to find their customers elsewhere.
My favorite example of this is Chili Piper – a lead conversion and scheduling app. Their TikTok is a perfect example how to adapt a B2B SaaS messaging to short-form video (and still reach your target audience):
The choice of the platform should depend not just on the “best practices” in your industry – but on your audience’s favorite platforms to consume your content.
B2B vs. B2C Emotional Appeal
Finally, it’s crucial to note the difference in emotional appeal between B2B and B2C content marketing.
In B2B, the emotional appeal is usually less prominent, with a stronger focus on rational arguments and data.
But it’s not a bulletproof rule. Sometimes, aiming for more stirring content can significantly boost your brand awareness:
In contrast, B2C content relies heavily on emotional appeals and personal connections to persuade consumers to make a purchase.
By tailoring your content approach accordingly, you can reach and engage with potential customers more effectively and ultimately drive sales for your business.
Key Characteristics of Effective B2B Content
Several key components characterize successful B2B content marketing:
Relevance and resonance with the target audience
B2B SaaS content marketing needs to really speak to your target audience’s specific needs and challenges. Understanding their pain points, goals, and motivations is key.
When you create content that’s relevant and hits home, you position your brand as an industry expert and offer valuable solutions to potential customers.
Here’s a great example of this from Grammarly:
They adapted one of the TikTok trends and used it to highlight the pain points their audience experiences.
As you can see from the number of reactions to this post, it was a very good idea.
Clear and concise messaging
Your content needs to be clear, concise, and easy to understand to get your message across effectively.
Steer clear of using complex jargon or industry-specific terms that might confuse or isolate your audience. Instead, stick to simple language and explain concepts as simply as possible.
Fibery does it extremely well:
They explain a highly technical, seemingly boring topic using concise writing, irony, and humor. It helps the reader maintain attention and builds a positive association with the brand.
Establishing thought leadership
B2B SaaS content marketing shouldn’t be just about promoting your product or service.
One of the most recent, most powerful tools for B2B content is thought leadership, especially achieved through the employee’s personal accounts.
Look how Yurii Veremchuk from Woodpecker is doing it:
He consistently shares valuable insights, data, and expertise through his content.
He often includes his own opinions and personality in the insights, making the message even more resonant.
This builds trust and credibility with potential customers while differentiating you from competitors.
Providing actionable solutions
B2B buyers are looking for tangible results and solutions to their problems.
Your content should not only highlight the benefits of your product or service but also provide actionable steps for potential customers to achieve their goals.
Look at how Postwise does it:
Their blog posts address specific problems their customers face. Most of them serve as complete guides for anyone looking for social media growth advice.
Doing so in your content demonstrates your understanding of their needs and positions your brand as a valuable partner in solving their challenges.
Multi-channel distribution
Good B2B SaaS content marketing is about value. Great B2B content is about distribution.
Use various channels to reach and engage with your target audience. This can include social media, email marketing, webinars, podcasts, industry events, and more.
See how Semrush is repurposing their blog posts to social media posts:
By diversifying your distribution channels, you can increase the reach and impact of your content while catering to the preferences of different types of buyers.
Data-driven approach
Though buyers buy with emotions, B2B buyers are also looking for concrete evidence and data to support their purchasing decisions.
For example, Appcues leverages data and statistics to add credibility to their advice on product experience:
Using data also applies to measuring the efficiency of your content.
Using metrics and analytics to track the performance of your content can provide valuable insights for future strategies and optimizations.
Consistency and frequency
Consistency is key in B2B SaaS content marketing. By maintaining a regular posting schedule and consistently delivering high-quality content, you can keep your brand top of mind with potential customers.
This also helps to establish your brand as a reliable source of information in the industry. Additionally, frequent posting can improve visibility on search engines and social media platforms.
Personalization
Personalized content can be a powerful tool in B2B SaaS content marketing, as it allows you to tailor your messaging and solutions to the specific needs of different target audiences.
By segmenting your audience and creating personalized content for each group, you can increase relevance and resonance with potential customers.
This can lead to higher engagement and conversion rates, as well as stronger customer relationships.
Here is how Heap is doing it:
Each week, they provide multiple content formats and topical areas for their multiple target audiences. This keeps their content diversified and lets them provide content for multiple decision-makers.
Crafting Effective Content for Each Stage of the B2B Sales Funnel
B2B SaaS sales cycles are often rigorous and demand content that guides potential buyers through each stage of the funnel. Those tips should help you identify content for the entirety of your customer’s journey:
Awareness Stage
In the awareness stage, prospects are identifying a challenge or opportunity. Their pain awareness is high, so you should prioritize content that helps your customers solve this pain.
Think of industry reports, infographics, and blog posts that highlight industry trends and best practices.
For example, ClickUp wrote a comprehensive guide to practical project collaboration.
It’s filled with industry insights and productivity tips, helping the reader address the entirety of the problem.
Consideration Stage
In the consideration stage, potential buyers have defined their challenge and are evaluating different approaches to solving it.
Your content should delve deeper into specific potential solutions and their benefits without promoting your specific product or service. Case studies, e-books, and comparison papers are valuable here.
Let’s stay with ClickUp. At this stage, they provide a case study of how Seequent saw significant productivity gains by implementing the app:
The focus is still on educating, not selling.
Decision Stage
By the time prospects reach the decision stage, they know their challenge and how they want to solve it.
Now is the time to present your specific product or service as the right solution. Content at this stage could include product webinars, free trials, and detailed specifications.
ClickUp offers customers at this stage a live demo where potential clients can ask specific questions about your software’s features and how it integrates with their current systems.
The content moves closer to closing the deal, but there is still plenty of education here. B2B content tends to stray away from hard, cold selling.
Get those leads warmed up with your hot insights.
(sorry for the pun)
B2B Content Marketing Platforms: Email, LinkedIn, TikTok… or Maybe Your Own?
Choosing the right platforms for your B2B SaaS content distribution is crucial to connecting with your audience.
How to do it right? Let’s see:
Email: Provide Value and Personality
Email newsletters allow you to nurture leads by delivering targeted, personalized content directly to a prospect’s inbox.
It’s an intimate channel that, when used effectively, can strengthen your brand’s relationship with potential clients.
Strategies for Email Content and Engagement
Segment your email list to deliver highly relevant content. Use data analytics to track open and click-through rates, adjusting your strategy based on performance.
Engage your audience with compelling subject lines, concise copy, and clear calls to action.
Great example comes from involve.me – an interactive content platform:
During onboarding, I specified the industry I work in. Involve.me team leveraged this data and sent an email with a personalized content recommendation.
Even though this type of personalization isn’t the most sophisticated, I appreciate it much more than a generic, salesy email.
LinkedIn: Be Professional and Bold
LinkedIn is indispensable for B2B networking and content sharing. A well-crafted LinkedIn content strategy can establish your brand as an industry thought leader, provide value, and foster meaningful connections.
Tips for Creating Impactful LinkedIn Content
LinkedIn’s platform favors thought leadership content accompanied by visuals.
Be sure to engage with comments on your posts and participate in relevant industry conversations.
Jeremy Boissinot, the Founder of Favikon, does it extremely well:
His product is an AI-powered platform for brands looking to partner with influencers and creators. So, naturally, he participates in conversations about the current state of the creators’ space (and the shady actions of LinkedIn fluffluencers using engagement pods).
TikTok: A Rising Platform for B2B SaaS Marketing?
TikTok’s more than viral dances and rants. The algorithm can be leveraged for B2B content marketing, too.
According to Statista, the net advertising revenue of TikTok in the United States was expected to increase from $5.96 to $11.01 billion in 2024.
TikTok also opens a new possibility for B2B companies – influencer marketing.
Partnering with influencers to showcase your product or service can help reach a new audience.
Take a look at how Motion does it:
@aghachi How to be more productive with your time @motion_app #motionpartner #productivity #productivityhacks #coder #techhacks ♬ Ray DAVIES x Racionais Mcs – Alexandre Viana
They partnered with multiple TikTok influencers and used User-generated Content to boost trust in their solution right from the start.
The result? A $13M Series A round. Not to shabby, ay?
YouTube: A Powerful Tool for B2B SaaS Content Marketing
YouTube is often overlooked as a B2B content marketing platform, but it can be a potent tool.
In fact, 95% of B2B buyers consider video a crucial component contributing to their buying decision. This makes YouTube a valuable platform for reaching decision-makers.
Use SEO tactics to optimize your video titles and descriptions for relevant keywords. You can use various tools, like TubeBuddy and VidIQ to make optimization easier.
Also, don’t forget about influencer marketing on YouTube as well. Collaborate with other businesses or influencers to expand your reach.
The best SaaS company on YouTube is undoubtedly Ahrefs.
Their YouTube channel is a perfect example of product-led, B2B content that helped them establish a strong position in the market.
Communities: Niche Opportunities for B2B SaaS Content Marketing
Communities are on the rise lately. 84% of Internet users, or about 90 million Americans, say they have used the Internet to contact or get information from a group.
Pew Research Center calls them “Cyber Groupies” and estimates that at least 79% of them have one specific group with which they stay in regular contact.
Such groups form for different purposes. Some of them focus on connecting professionals from specific niches or industries.
You can find multiple communities either by googling “[your_niche] + communities” or while scrolling LinkedIn posts.
While you find a perfect match, offer helpful insights and advice rather than solely promoting your brand. Build relationships and establish yourself as a knowledgeable resource within these communities.
Reddit: A Unique Platform for B2B SaaS Content Marketing?
Reddit is a popular online forum with a wide variety of communities, or “subreddits,” dedicated to specific topics.
While it may not seem like an obvious choice for B2B SaaS content marketing, it can be a valuable platform for reaching niche audiences.
Identify relevant subreddits related to your industry or target audience and participate in discussions. Avoid overtly promoting your brand, but rather offer helpful insights and engage with others.
Here’s how the Founder of Famewall is using Reddit to tell his story about bootstrapping a SaaS:
How to choose the right platform for Your B2B SaaS Content
When determining which platforms to use, consider your target audience and their preferences.
Are they active on LinkedIn, or do they prefer industry forums?
Are they likely to engage with email campaigns, or are they more responsive to visual content on social media?
While preparing your Ideal Customer Profile (ICP), pay special attention not only to what content channels they use but also how they use them.
For example, if your audience is on YouTube – do they watch mostly long-form videos or shorts? What trends do they follow?
Or maybe they use YouTube mostly to listen to music?
Every piece of data like that can help you optimize your content accordingly.
Here’s a great example from IKEA. I know, I know, they’re not a B2B SaaS brand, but I haven’t seen a great example of such an approach from a SaaS brand (yet):
They identified their audience resonates well with ASMR videos and… decided to create one!
Pure genius.
Analyze your competition, too. Where are they finding success in their B2B content marketing efforts? Use this information to inform your own strategies and determine the most effective platforms for reaching your target audience.
Remember, it’s better to focus on a few key platforms and excel on those rather than spreading yourself too thin across multiple platforms. Stick with what works best for your brand and continuously analyze and adjust as needed.
Don’t Forget Your Own Platform
While external platforms are valuable for reaching a wider audience, don’t overlook the importance of your own platform. Your company website and blog are essential for showcasing your brand’s message and value proposition to potential clients.
Create valuable, informative content that addresses your target audience’s pain points and provides solutions. Use social media and SEO tactics to drive traffic to your website and encourage engagement with your content.
Additionally, consider implementing lead capture forms on your website to collect valuable prospect information.
Which B2B SaaS Content Marketing Formats You Should Use
Utilizing a variety of content formats is key to engaging B2B audiences, who often have unique preferences. From the written word to visual and interactive content, each format has its strengths in conveying complex business concepts.
The Importance of Diversity in Content Formats
Different stakeholders within a B2B decision-making unit may prefer consuming content in various ways. While a CEO might appreciate a succinct executive summary, a head of department might prefer a more in-depth whitepaper. Balance your content mix to cater to as many preferences as possible.
Benefits of Each Content Format
Offering a diverse array of content formats is a strategic move that can significantly enhance a B2B company’s content marketing effectiveness. Each format, from detailed reports to engaging infographics, comes with its unique advantages and is capable of reaching different segments of your audience:
Blogs and Articles:
These are the workhorses of content marketing, providing a foundation for content that is both searchable and shareable.
Blogs and articles can establish your brand as a thought leader in your industry, while also driving traffic to your website through SEO.
Videos:
Visual content is highly engaging, making videos an effective way to convey complex information and capture viewers’ attention. Videos can be used for product demos, customer testimonials, or educational content.
Infographics:
Another visual format, infographics use graphics and data to convey information in an easily digestible way. They are highly shareable and can increase brand awareness and traffic to your website.
Webinars:
Interactive webinars allow for real-time engagement with B2B audiences and can be a valuable tool for lead generation. They also provide opportunities to showcase expertise and establish trust with potential clients.
Case Studies:
Case studies highlight the success stories of your customers and demonstrate the value of your product or service. They are a powerful way to build credibility and convince potential clients to invest in your company.
Podcasts:
With the rise of audio content, podcasts have become a popular way to reach B2B audiences. They can be used for interviews, thought leadership discussions, or offering insights on industry trends.
Interactive Content:
Interactive content, such as quizzes or calculators, allows audiences to engage with your brand and receive personalized results. This can be a highly effective tool for capturing leads and driving conversions.
Use Content Repurposing to Maximize Output
Maximize the impact of your B2B content by repurposing it across formats. For instance, a webinar transcript might become the basis for a series of blog posts, infographics, or even an e-book. This approach ensures that your content reaches a wider audience and reinforces your messaging across multiple channels.
Building and Measuring Success in B2B Content Marketing
Leveraging Data: The Key to Effective B2B Content Strategies
Measuring success in B2B content marketing includes tracking a diverse set of metrics. From the number of leads generated to the engagement level on individual pieces of content, data helps you understand what works and what doesn’t.
In-Depth Metrics and Tools for Measuring B2B Content Marketing Success
Some essential metrics include:
- Lead Quality: Focus not just on the quantity but on the quality of leads generated by your content.
- Engagement: Determine which pieces of content resonate best with your audience by analyzing time spent, scroll depth, and click behavior.
- Conversions: Track how many leads ultimately convert into customers.
- Attribution: Understand the role each piece of content plays in the buyer’s journey, and thereby the sale.
To measure these effectively, you’ll need robust analytics tools that provide granular insights into user behavior and content performance. Google Analytics, Kissmetrics, and HubSpot are just a few examples of tools that can help in this quest.
The Role of Customer Feedback in Shaping Content Strategy
Listening to your customers is a valuable component of B2B content marketing. Customer feedback can identify gaps in your content, highlight areas for improvement, and even provide inspiration for new content ideas.
Voice of the Customer: The Guiding Light
Conduct surveys, solicit direct feedback, and regularly check your reputation on review platforms.
These methods help ensure that your content stays aligned with your audience’s needs and preferences.
Future Trends and Innovations in B2B Content Marketing
The landscape of B2B content marketing is dynamic, shaped by evolving technologies and changing consumer habits. Staying ahead of the curve requires an understanding of current trends and an anticipation of the future landscape.
B2B Influencer Marketing
Influencer marketing is becoming increasingly popular in the B2B world as businesses realize the power of industry leaders and experts to promote their products or services. Partnering with influencers can provide a more personal and trusted way to reach potential customers.
The Rise of Personalization in B2B SaaS Content Marketing
Personalization is increasingly becoming the norm in online experiences. B2B SaaS content marketing is no exception, with tailored content proving to be far more effective in engaging business audiences.
With the abundance of data at your disposal, creating personalized content that speaks directly to the challenges and aspirations of your customers is within reach.
Implementing Personalization Strategies
Use your CRM and other data sources to segment your audience and deliver content that resonates at a personal level. Consider factors like industry, company size, job role, and where they are in the buyer’s journey to refine your personalization efforts.
The Importance of Data-Driven Decision Making
The expansion of data analytics capabilities is arming B2B content marketers with a wealth of information to inform their strategies. Data-driven decision-making ensures that content is not only engaging but also effective in driving business outcomes.
Adopting a Data-First Mindset
Invest in data analytics tools, build or supplement your team’s analytical capabilities, and conduct regular A/B testing to refine your content strategy. A data-first mindset can transform how you create and distribute content, ensuring that every piece you produce is backed by evidence.
The Growth of Video Content in B2B Marketing
Video is no longer a novelty in B2B content marketing. It is a powerful medium for storytelling, product demonstrations, and thought leadership in an easily consumable format.
Integrating Video into Your B2B Content Strategy
Start with an audit of your existing content to identify opportunities for video. Use existing customer interactions and FAQs to develop video content that addresses common concerns. Leverage video platforms like YouTube and Vimeo to increase visibility and discoverability.
The Potential of AI and Machine Learning
AI and machine learning are poised to revolutionize B2B content marketing. From content curation and distribution to analytics and personalization, these technologies offer unprecedented efficiencies and capabilities.
Harnessing AI for Content Marketing
Explore AI-powered content creation tools to expedite the process. Implement chatbots to deliver on-demand content experiences. Leverage predictive analytics to forecast trends and pre-empt your audience’s needs.
The Shift Towards More Interactive and Engaging Content
The demand for interactive content is on the rise, as it provides a more engaging and memorable experience for B2B audiences.
Creating Interactive Experiences
Develop calculators, quizzes, and assessments that add value and encourage deeper engagement. Use interactive elements in webinars and presentations to create a more immersive experience.
Adapting to Changes and Innovations in B2B SaaS Content Marketing
In the realm of B2B content marketing, the only constant is change. It is vital to stay flexible and to embrace new tools, platforms, and strategies as they emerge.
Navigating Global Trends and Cultural Differences
As markets become increasingly global, understanding and adapting to cultural differences is critical. Your content must resonate with audiences from various backgrounds and business environments.
Conducting Market Research and Cultural Analysis
Before entering a new market, conduct thorough market research and cultural analyses. Tailor your content to specific cultural sensitivities and business practices. Collaborate with local partners to ensure that your content strategy aligns with regional nuances.
The Future Outlook of B2B SaaS Content Marketing
The future of B2B SaaS content marketing lies in its ability to cut through the noise, provide value, and foster authentic connections. Innovative technologies like VR and AR may offer new ways to engage audiences, while the human touch remains critical in building trust and credibility.
Embracing Change: Innovations to Watch For
Be open to experimenting with new content formats and platforms, such as audio articles, live streaming, and virtual events. Invest in continual learning and development, keeping your team at the forefront of emerging trends.
Final Thoughts
B2B SaaS content marketing is constantly evolving, and staying ahead of the curve requires a willingness to adapt and embrace change. By understanding current trends, implementing innovative strategies, and continually learning and developing, businesses can position themselves for success in the dynamic world of B2B marketing. So don’t be afraid to think outside the box and take your B2B content marketing to new heights.
And if you need help planning your B2B Content Marketing Campaigns, you can book a free call with StoryAngled expert:
