B2B SaaS content marketing agency

In 2023, we collaborated with one of the leading B2B SaaS spend management companies, to increase their content performance and ROI.

Goals

• To update and expand their product-led content library
• To increase content ROI, especially for programmatic SEO efforts

Scope

• SEO strategy
• Editorial strategy
• Content writing
• UX strategy
• UI design
• Web development

Our Role

• Helping mature the company’s SEO efforts
• Redesigning the content consumption & content discovery experience, both for the blog and for the company’s 3000-URL programmatic SEO collection
• Strategizing new content hubs for different customer segments and lifecycle stages
• Developing and launching evergreen informative content

Results

• Tangible improvements in content quality and topical authority
• Lower their site’s bounce rate by 34%
• 2x average pages per visit
• Increase pSEO collection traffic by 40%
• Stable long-term positioning across >100 top 3 keywords
• Top 3 positioning across >50  new keywords
• Positioning for 6k new keywords

Frequently asked questions

Why do most B2B content agencies fail to meet strategic goals?

Most B2B content marketing agencies fail to meet strategic goals because they focus too much on top-of-funnel keywords and SEO vanity metrics, rather than targeting keywords that may be less flashy but are more likely to bring in qualified traffic.

Another major point of failure is content quality—especially technical precision and relevance. The goal of B2B content marketing should be to enable a sale. You want to make things easier for the sales team and, eventually, for the customer support team as well.

That requires deep product knowledge and a clear understanding of the objections a buying committee might have when considering a solution like yours. Product knowledge is a major pain point. When it’s lacking, content quality suffers—and strategic goals go unmet.

You might have a large content library filled with objectively well-written material, but if it’s not tied to the product or aligned with what buyers actually want to know, it won’t move the needle for your organization.

How is B2B SaaS content marketing different from standard blog writing?

There’s no such thing as standard blog writing. When you think of writing blogs simply as “writing blogs” or treat social media as just “posting,” you lose sight of the user and forget that content must offer real value.

No one just reads a blog. People read the news, follow expert analysis, or look for tutorials. So first and foremost, the idea of standing blogging is not of much use.

A B2C company, for instance - if their team is doing things right - might have a blog that focuses on lifestyle content and stories aligned with the product’s mission. A skincare brand, for example, could feature influencer routines or explore topics around wellness and beauty.

In B2B - especially in B2B SaaS - you need to focus much more on the product. Your blog should become a toolkit: for support, for buyers, and for sales. The main goals of your B2B SaaS blog should be:

• To help potential customers better understand the product and the potential return on investment.
• To help drive adoption by easing your pre-existent customers' learning curve.

That’s the key difference between B2C and B2B blogging: in B2B, you’re forced to be product-focused. That doesn’t mean you can’t publish branding-driven posts or storytelling pieces. But the bulk of your content should be product-led - whether it’s a product comparison, a tutorial, a walkthrough of a common issue, or an explanation of an industry trend. You need to tie it all back to the product.

Do you integrate Product-Led Growth (PLG) motions into content?

Yes, we collaborate directly with Sales, Customer Support - and, of course, Product.