Many marketing experts will tell you that to reach your audience, you need to create compelling content. But how do you create content that engages your readers? Simple, focused on value and relevance.
Ann Handley has some interesting suggestions on content creation,
"When we create something, we think, 'Will our customers thank us for this?' I think it's really important for all of us to think about whatever marketing we're creating; it really works for our customers Will they thank us? I think if you think about it that way, it sheds light on your work in a simple, elegant way.”
In short, instead of creating tons of ads, create actionable content. Your blog posts should focus on your readers’ questions, pain points, most common problems, and related solutions. In fact, 24% of SaaS companies use their blogs for education. And the Latest Mailing Database top-performing blog posts have 10x more shares on social media.
Related Resources: Preparing for 2020's Content Marketing Trends
HubSpot is one of the SAAS companies with a very successful content marketing strategy.
They have sections dedicated to Marketing, Sales, Service, News and Trends. A quick look at their marketing section reveals a detailed guide to Google calendars, ebook templates, promotional examples, and customer service interview questions that are great for their target customers from the marketing industry.
Moz is an inbound marketing and marketing analytics software that gets 14% of the traffic from its blog, which includes in-depth stats, in-depth guides, and research results. This helps them gain credibility in their industry and encourages professionals to choose their software and services.