High quality content is the heart and brain of Marketing for SaaS and other B2B technology companies today. Thinking and executing content strategy like a publisher is very difficult to execute. The biggest challenge is to create unique, relevant content consistently.
This article gives 4 great ideas on reliable sources of high quality, valuable content. This by no means is an exhaustive list, but provides ideas where your product development team can also contribute!
- Customer Success Videos – This can act as a very powerful testimonial to not only prospective customers, but it can also be valuable to lot of early customers. Work with your old, successful customers to do a quick 5 minute video for your website. Videos are far more powerful than the text testimonials or document based case studies. Try different variations – one in an interview mode, another in a story mode or even in a real time action mode. It is also a best practice to post these videos on YouTube and other video sharing platforms to make them discoverable by potential prospects.
- Product Ideas Forum – Create a forum where customers and partners can add their suggestions and ideas for your product. It is critical that somebody monitors these and recognizes the valuable inputs that are coming in. Associate a blog that describes which features got in the product from Ideas Forum. This not only creates huge content that is not only interesting for your customers, but can add huge value to your product management.
- New Feature Blog – Dedicate a blog to describing all the new features in your product in a blog. This will generate very powerful content for your customers, partners and especially for future customers. Not everyone may be comfortable in doing this because of the potential competitive disadvantage, but the benefits could be significant! In any case, your competitors may have bought your SaaS product anyway!
- Build Free, Useful Tools for your user community - Develop a free tool that solves small, but important problems for your community. For example if you are building software for taxes/payroll, build a small tool to plan taxes or computing taxes based on the new taxation rules. If you have HR software, then create a simple employee survey tool. It will also help you drive top of the funnel leads by optimizing calls to action strategy to convert visitors to leads.
The above ideas are by no means complete and marketers should look at other content strategies as well.