Many startups begin with creating content on their blog. But does a consistent investment into Content Marketing pay off?
I invited my friend, and VP of Marketing of Storyblok Thomas Peham to talk about how he’s using content marketing to grow the SaaS companies he’s working for. We dive into many related topics like content distribution, external content writers, SEO, KPIs and many more. It was an exciting GroWTF? podcast episode. Worth listen.
The podcast will include the following topics:
- How he started at Usersnap and build a blog with 100,000 visitors per month
- How he grows Storyblok (the headless API-CMS which powers the website of Coca-Cola) with many content writers and 2 blog posts per week
- When Content Marketing pays off and when video or audio can make the race.
- When to put your money on paid vs. organic
- What are essential KPIs that he used when it comes to content marketing
- What are essential tools that he used for content marketing
- How important is the technical part (SEO)? Content length, Text/Image ratio, structure of content, backlinks
- How important is keyword research and some tricks from a pro
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Transcription Blog
Growing Your SaaS with Content Marketing: Insights from Industry Experts
In the competitive world of B2B SaaS, leveraging content marketing effectively can be a game-changer. Today, we dive deep into the strategies, experiences, and insights shared by Thomas Peham, VP of Marketing at Storyblok, and Klaus-M. Schremser, co-founder and head of growth at Usersnap. Through their discussions, we uncover how content marketing can drive growth, the importance of consistency, and the nuances of distribution.
The Importance of Content Marketing in SaaS
Content marketing is not just a buzzword; it is a crucial component for the growth of SaaS companies. As Thomas Peham points out, content marketing helps in establishing authority, generating leads, and nurturing potential customers through their journey. For Usersnap, starting a blog was a strategic move that turned out to be one of the most effective ways to build brand awareness and attract leads.
Building a Foundation
When Thomas joined UserSnap in 2014, he recognized the potential of content marketing from his academic background and personal blogging experience. He began producing two blog articles per week, focusing on topics related to user feedback and bug tracking. This consistency laid the groundwork for UserSnap’s current success, with the blog attracting over 100,000 visitors per month.
Consistency is Key
One of the most significant takeaways from the discussion is the importance of consistency in content creation. Thomas emphasizes that while immediate results may not be apparent, the long-term benefits of consistent posting can lead to substantial traffic and lead generation. He mentions that the growth in organic traffic to the UserSnap blog was not a quick win but rather a result of sustained effort over time.
Quality Over Quantity
While regular posting is essential, the quality of content cannot be overlooked. Thomas shares that they maintain a checklist for quality, focusing on the length, diversity, and technical SEO aspects of each article. The goal is to ensure that every piece of content is not only informative but also engaging and optimized for search engines.
Strategizing Content Distribution
Creating great content is only half the battle; distribution is equally crucial. The experts suggest that a balanced approach of 50% content creation and 50% content distribution is ideal. Thomas explains that various channels, including social media, industry forums, and guest blogging, can help amplify reach. However, he advises starting with your own channels before branching out.
Leveraging Social Media
Social media platforms provide an excellent opportunity for content distribution. By sharing blog posts on social media, SaaS companies can reach a broader audience. Thomas notes that engaging with communities on platforms like LinkedIn can also help in establishing authority and driving traffic back to the website.
Understanding Your Audience
Before diving into content creation, it’s essential to understand your audience’s needs and pain points. Thomas recommends clustering content around core topics, starting with what is most relevant to your product and gradually expanding to address broader industry challenges. This method ensures that the content remains valuable and targeted.
Tracking Key Performance Indicators (KPIs)
To measure the success of content marketing efforts, Thomas and Klaus emphasize the importance of tracking KPIs. They suggest monitoring metrics such as brand search volume, traffic to content pieces, direct leads from the blog, and assisted conversions. These insights help in understanding the effectiveness of content and making data-driven decisions for future strategies.
The Role of Guest Blogging
Guest blogging is another strategy that can help SaaS companies reach new audiences. However, Thomas stresses that it should come after establishing a solid foundation of content on your own blog. This approach allows companies to leverage their existing authority before seeking to contribute to other platforms.
Investing in Paid Distribution
While organic growth is valuable, Thomas acknowledges that paid distribution can also play a significant role in amplifying content reach. However, he cautions against relying solely on paid channels for lead generation, as this can lead to high costs without guaranteed quality leads. Instead, he suggests using paid strategies to enhance visibility while nurturing existing organic traffic.
Conclusion: A Balanced Approach
In conclusion, growing a SaaS company through content marketing requires a balanced approach involving consistent content creation, strategic distribution, and an understanding of audience needs. By focusing on quality, maintaining a steady publishing schedule, and leveraging various channels for distribution, SaaS companies can effectively enhance their visibility and drive growth.
As Thomas aptly puts it, “Content marketing is a long tail game.” It requires patience, dedication, and a willingness to adapt and learn from each step of the journey. By following these insights, SaaS companies can position themselves for success in the ever-evolving digital landscape.
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