Content Marketing Strategies for B2B SaaS Success

In this session, I’ll walk through how we pulled a B2B SaaS company out of an organic traffic plateau using a strategic blend of SEO and content marketing tactics. We’ll cover how optimizing on-page elements, reinforcing internal linking structure and creating hyper-targeted blog content helped drive measurable growth.

Transcript

1. Content Marketing Strategies For B2B SaaS Success Cari Bacon Fidelitas @caribacon
2. Cari Bacon, MA Started in Digital Marketing in 2007 Wrote a Celebrity Gossip Blog Ask Me About My Panda Impression
3. Cari Bacon, MA B2B SaaS CPG Health/Wellness Education
4. Creating Impactful Content for B2B SaaS How Strategic Content + SEO Grows Visibility and Drives a Pipeline
5. The Client Well Established B2B SaaS Industrial Manufacturing Maintenance Monitoring Solution
6. Why They Came To Me
7. Why They Came To Me Rely on Word-of-Mouth Referrals
8. Why They Came To Me Lack of Organic Traffic to the Site
9. What Was Causing The Problem?
10. Audited SEO Foundations
11. Bad - SEO Basics Were Missing Missing Target Keywords • Titles • Meta Descriptions • On-Page Copy
12. Bad - SEO Basics Were Missing • Lacked Internal Linking • Images ◦ Missing Alt Text • No Schema ◦ FAQ ◦ Blog/Article ◦ Services ◦ Organization
13. Good - They Know Their Ideal Audience
14. What Kind Of New Content?
15. Untapped Treasures!
16. Untapped Treasures! Marketing Teams Customer Service Sales Teams Social Media
17. Results Year-over-Year Organic Growth • Users: (+23%) • Sessions: (+25%) • Target Keyword Visibility: (+29%)
18. Actionable Steps
19. How You Can Do This!
20. Start At the Beginning
21. Investigate Everything
22. Interview Current Customers
23. Interview Current Customers What do they wish they knew before signing up to use the SaaS platform?
24. Interview Current Customers What was the SPECIFIC pain point that drove them to search for this SaaS solution?
25. Interview Current Customers What set this SaaS apart from every other SaaS offering out there?
26. Interview Current Customers What do they still need help with?
27. Interview Current Customers Why did they choose this SaaS, specifically? Get details!
28. Useful Content Solutions Pages Industries We Serve Customer Reviews FAQs
29. Listen to Your Potential Customers - This is The Key!
30. Listen to Your Potential Customers - This is The Key! Trade Shows Conventions Social Media
31. Listen to Your Potential Customers - This is The Key! What questions do teams hear repeatedly?
32. Listen to Your Potential Customers - This is The Key! Be on the lookout for new terms and phrases.
33. Create This Content FAQs Blogs Thought Pieces
34. Make Content Easy To Understand - Quickly
35. Make Content Easy To Understand - Quickly Make it Scannable
36. Make Content Easy To Understand - Quickly Human Users Search Engines AI
37. Make Content Easy To Understand - Quickly
38. Make Content Easy To Understand - Quickly • Headers • Bullet Points • Lists • Links • Clear CTAs
39. Technical Site Work
40. Technical Site Work Broken Links Redirects Orphan Pages Site Speed Issues
41. Technical Site Work Schema Sitemaps Robots.txt
42. Technical Site Work Is Your Site Live & Indexable?
43. Keep At It!
44. CariBaconSEO Cari Bacon Cari Bacon, MA