Why Do You Need Stellar Content?
What did Bill Gates mean when he said “content is king”?
First of all, traditional marketing techniques are not as effective as they used to be:
- Advertising is costly and receives low response
- Telemarketing is something from the stone-age
- And website’s just don’t generate enough leads
For a business, content is king because content:
- Increases your visibility
- Generates leads
- Increases website traffic
- Increases your credibility as an expert in your field
- And creates meaningful and effective engagement with your customers
This article is here to so that you can learn what it takes to produce stellar content that will help your business thrive!
7 B2B SaaS Startups Writing Stellar Content
What Does Shopify Do?:
Shopify is a Canadian eCommerce company that offers computer software for online retailer’s and point of sale (POS) systems.
What Makes Shopify’s Content So Stellar?
Expert Advice: Shopify is seen as an expert in their field due to their detailed and useful blog articles that double as guides for their customers. You can tell by the content Shopify produces that they truly want their customer to succeed.
Format: The short and concise format of their blog is visually appealing and pleasant to read.
Platform: It’s no surprise that the platform Shopify uses to publish their content is dynamic and well organized. Their content is categorized into sections so that their customers can find exactly what they’re looking for.
What Does Moz Do?
Moz provides a variety tools that make inbound marketing easy for businesses. Moz’s advantage is that they are backed by a decade of research, industry-leading data and the largest community of SEO’s.
What Makes Moz’s Content so Stellar?
Visibility: Moz Blog is everywhere – They are very well-known in the B2B world and are the first article to pop up in a lot of SEO google searches. This is no surprise considering they are SEO experts!
Credibility: By being the top search on Google, Moz shows their customers that they know what they’re talking about.
Diversity: Moz offers a variety of content so that their readers can learn about SEO and inbound marketing in a way that best suits their learning style. Whiteboard Friday, for example, is a video series by the founder of Moz Rand Fishkin.
Expert Advice: Moz Blog offers advice, how-tos, and insights from some of the industry’s “top wizards, doctors, and other experts” (as Moz Blog describes them).
Audience Participation: Moz Blogs engages with their community in a unique and useful way – Moz started the YouMoz Blog where anyone can post about SEO and online marketing and the best submissions are promoted to Moz Blog. This is a great way to build meaningful relationships with customers.
What Does Zendesk Do?
Zendesk provides businesses with a software that allows them to better manage their customer relationships.
What Makes Zendesk’s Content so Stellar?
Product Awareness: Zendesk consistently refers back to their product and how it can help their readers achieve better customer relationships. This helps create a more personalized interaction with their target customers.
Format: Considering Zendesk’s purpose is to help businesses help their customers, it’s not a surprise that they chose a help desk platform for their blog. This is inline with their content marketing strategy that focuses on educating their audience about the best ways to better serve and manage their customers.
Organization: Zendesk’s blog is very well-organized with a section for readers to filter through the different categories of blog posts.
What Does Groove Do?
Groove provides help-desk software for businesses looking to delight their target audience (entrepreneurs/startup founders) with personal support.
What Makes Groove’s Content so Stellar?
Quality: It’s a difficult task to consistently produce quality content that is also original and helpful. However, Groove seems to be able to produce amazing content that truly helps their target audience improve their business.
Consistency: Groove is producing content on a daily-basis to ensure that their customers stay engaged.
Relevancy: Since Groove provides help desk software, it’s only fitting that their content marketing strategy is to provide their customer with exactly the help that they need.
Organization: Groove uses a unique and organized timeline design to show their customer what they published and when. Furthermore, Groove categorizes their blog topics so that readers can easily find what they’re looking for.
Transparency: Groove is allowing readers to come along on their journey to earning $500 K/month in revenue.
Expert Interviews: Groove has a whole section on their blog dedicated to interviews with startup founders so that their readers can learn from business owners that have been there and done that!
What Does Buffer Do?
Buffer provides businesses with software that simplifies how they manage their social media.
What Makes Buffer’s Content so Stellar?
Quality: Buffer continuously supplies in-depth ‘how-to’ articles that are truly helpful to their audience.
Diversity: Buffer publishes articles on a variety of topics including social media, productivity, work culture, new products, advertising and digital marketing. Buffer also offers podcasts to viewers who would rather learn by listening.
Transparency: Buffer runs an entirely separate blog dedicated to their company culture. With article titles ranging from “How (and why) We’re Creating Brand Guideline for Buffer” to “Buffer Heads to Madrid!”
What Does Classy Do?
Classy provides non-profit organization with a platform that helps turn their supporters into fundraisers.
What Makes Classy’s Content so Stellar?
Diversity: Classy provides their readers with a myriad of content to choose from. For example, they published an Ebook that contains case studies, nonprofit best practices and peer-to-peer fundraising trends. They also feature customers success stories and webinars. Furthermore, Classy offers their readers content in the form of videos and infographics.
Consistency: Classy is producing content almost on a daily-basis to ensure that their readers stay engaged.
What Does Kissmetrics Do?
Kissmetrics provides behavioural analytical software that is aimed at helping businesses drive growth.
What Makes Kissmetrics Content so Stellar?
Clarity: Right from the get-go, Kissmetrics let’s their readers know what their blog is about: analytics, marketing and testing.
Variety: Kissmetrics knows that their target customers come from a variety of industries. That’s why they segment their blog into different categories including Advertising, Twitter, Branding, Design, and SEO.
Webinars: Kissmetrics offers their readers webinars aimed at helping their readers push their SaaS or eCommerce business to the next level.
Credibility: Kissmetrics has helped build their credibility by only publishing articles written by industry influencers and experts.
Value: Kissmetrics offers their readers value by providing useful and in-depth ‘how-to’ marketing guides.
How Can You Create Stellar Content?
Now that you know what stellar content looks like, it’s time to apply it to your own B2B SaaS business.
What are some of the common elements that these 7 B2B SaaS businesses use to produce stellar content?
- Diversity: For an audience with different learning styles, diversifying your content is key. By publishing videos, infographics, Ebooks, etc. you are giving your audience the chance to learn what you have to teach in a way that best suits them.
- Credibility: Publishing content from a credible source, such as an industry expert or influencer, is a great way to earn credibility as an expert in your field. The other option is to do your research to produce in-depth ‘how-to’ guides that will truly benefit the reader.
- Consistency: Keeping your audience engaged is easy if you’re publishing daily articles.
- Organization: Publishing articles that are clear, concise and easy to read is a sure way to have readers coming back for more. Furthermore, using a website platform that is user-friendly will make it easy for your readers to find exactly what they are looking for.
Include these 4 elements in your content and you’ll be on your way to being just as stellar as these 7 B2B SaaS Businesses!