How do you win brand name visibility in a crowded market without overspending on resources?
For SaaS companies, content marketing is, in many ways, one of the most powerful opportunity to achieve growth and outshine competitors.
Is actually no secret the SaaS market is highly saturated – some would even state polluted. In fact , nearly sixty, 000 software companies are on the G2 Crowd across more than 700 verticals as of 2020.
Additionally , startups don’t have the luxury of being unique anymore. They must be better – not simply different – from competitors if they want attention and sales.
Whenever brands go to me with this issue, We give them the same answer: Concentrate on customer-centric content, and you’ll attain outstanding customer-centric growth.
The concept is really that simple. Putting this into practice, however , can be another story.
Gaining thought management in a market filled with smart experts is not easy. Ranking for major keywords isn’t really enough. You must commit to the particular craft with authority, importance, and warmth.
Your customer should always be the hero of any kind of story you tell.
That’s the key recipe I’ve used for yrs to help SaaS companies flourish. Today, I’ll explain my rank-and-win process I used to assist a leading content collaboration company (which I’ll call “Brand X” for our purposes). Whilst I can’t disclose the brand name, I can promise you the techniques I used to help the company obtain growth are very, very genuine.
Let’s dive into four methods you should consider implementing for customer-centric growth.
1 . Establish a voice.
Voice is almost everything. Any successful brand tone of voice must:
- Immediately resonate with your customers.
- Maintain consistency across every content and platforms.
Brand By developed an ideal voice to fit their content: funky, conversational, and banter-heavy.
Using this strange voice, we managed to develop content engaging enough to spark interest without pushing leads away with a sales-y tone.
Consider how you will dsicover your own brand voice to make sure your readers are regularly delighted with the valuable articles your company — and your business alone — can offer.
2 . Map the repeating way of customer-centric growth.
Next, I had the team map out there a flywheel diagram – an idea I got from Jim Collin’s book, The Flywheel Effect. The flywheel diagram dictates a repeatable process that achieves growth each time it’s implemented.
Like Jon Dick writes in this post, funnels lose momentum as they close up in. Flywheels, however , leverage the momentum to continue rotating.
At the top of the diagram, we all placed the goal of increasing Brand X’s website traffic. The wheel would spin like this:
Increase traffic to the website → Traffic generates demos plus trials → Demos plus trials turn into sales → Sales earn brand reputation → Recognition triggers a lot more website traffic and the cycle repeats
At the end, we reinvested in research/development, sales, and marketing.
The flywheel plan works for customer-centric growth every time because it’s focused on buyer needs and pain points, and can prevent dropped ROI from bland marketing and advertising or sales strategies.
Our own analysis found that 438 articles produced more than one guide in the last three years. That’s only the average, so that’s significant.
3. Create a rank-and-win believed leadership strategy.
You can’t comprehensive the flywheel growth process without content. Content advertising – specifically thought management – fits perfectly with the flywheel strategy because it provides ongoing ROI.
Every SaaS company wants to position itself as a thought leader and inspire its audience. I’ve noticed, however , that most individuals approach thought leadership the wrong manner.
Instead of striving for nuance in each blog post, focus on filling the gap with authority and dedication.
Here’s where the rank-and-win idea comes into play: first, Brand X filled an information distance with consistent quality content.
That content then earned Google’s approval and ranked in the top-five for high-volume keywords.
Next, other sites found that content plus linked back to Brand By. And, finally, people shared the original content widely on social media.
These keyword ranks drove substantial traffic to Brand X’s blog, with 80 percent being new traffic.
Yet how can you fill gaps and rank in saturated markets? Brand X focused on six key themes in their content cluster. They then built the structure and workflow for every theme for ideation plus planning.
Brand X wasn’t trying to be annoyingly unique with their thought leadership. These were focusing on authority, and customer-centric content.
4. Develop a content strategy for organic blog traffic.
When content marketing begins delivering conversions, it’s not simply by luck – it’s by persistence to quality.
Given that our initial flywheel goal for Brand X has been to increase blog traffic, we focused on producing quality plus consistency. They currently submit four blogs per week on average.
We set Brand X’s KPIs to reflect what we hoped to achieve from maximizing blog traffic:
- Page views
- Aided conversions (when a user keys to press from a blog page to a conversion page like a content download or a free demo sign up)
For Brand name X, volume was a key component – both in the number of weblogs published, and traffic.
They will first saw steady results on traffic from articles marketing. As they added a lot more posts per week, the sights spiked dramatically.
This dedication to customer-centric content gained them a 50% to 615% increase year-over-year within organic search traffic.
Content is the Secret to Unlocking Customer-Centric Growth in Saturated Marketplaces
For SaaS companies, high quality and consistent content benefits every time. Today, Brand By has a defined content strategy complete with a mission statement, frequency, resources, and budget.
On top of that, they continue ranking within the top-five for high-volume key phrases and producing customer-centric growth from their content.
Ultimately, is actually critical you focus on buyer needs and make potential clients and customers the hero of all your stories. With a commitment to this mindset and action, you can develop content material that reaches, engages, and converts.
To learn more about developing customer-centric content, take a look at 6 Tips for Becoming a Customer-Centric Firm.