Great content marketing helps you capture the attention of the audience that needs what you’re selling. It also costs 63 percent less than traditional marketing and generates three times the leads.
But that can only be true for you if you have a strong content strategy that helps you stand out in a crowded space. There are plenty of small or midsize businesses (SMBs) that have positioned their content for exponential growth, regardless of who or how big their competitors are.
To help illustrate how you can take your content from zero to hero, here are five examples of content marketing from SaaS businesses that know what they’re doing.
#1 ClickUp’s content mix-up
Project management software is having a real moment. ClickUp, a project management tool that’s customizable enough to be used by virtually anyone, has used a content strategy that’s put them on the map with over 200,000 users.
Notably, its content strategy helps it bring in thousands of monthly pageviews, as it ranks for competitive keywords with high search intent through posts like The 21 Best Free Project Management Software Tools.
Now, what exactly makes ClickUp’s content strategy work so well in bringing in leads? For one, it focuses on creating content for each step in the buyer’s journey. Top-of-funnel content is mixed with a healthy amount of bottom-of-funnel pieces.
ClickUp publishes educational how-to blog posts that not only showcase how to use its slew of tools, but truly educates its readers on everything from creating a content strategy to tracking the right project KPIs. Approachable blog posts that are easy to navigate and published weekly is a huge part of why ClickUp ranks for thousands of highly searched keywords that bring in leads on autopilot.
In a nutshell, ClickUp has done a great job of understanding what its audience needs at all stages of the journey and creating content to address those needs.
#2 Groove’s search to find the beat with its audience
If you want to talk about a great content marketing strategy that practically saves your whole business take a look at Groove – a customer service platform created to improve your customer experience. One often overlooked way to build something from the ground up that truly resonates with your audience is sharing your journey openly.
This is exactly what Groove did. With storytelling as a fundamental part of its strategy, it’s bringing in leads to the tune of $5 million in annual recurring revenue (ARR) solely through content marketing.
In the words of the founder, Alex Turnbull:
“We spent two months doing nothing but research, writing and talking to content marketers we respected about how they turned their blogs into actual drivers of growth for their business. And what we learned changed everything for us.”
From there, Groove was able to see the holes in its content strategy. In essence, it simply wasn’t focusing on creating value-driven content that helped its target audience.
Once it re-evaluated its shallow approach to content, Groove has been able to grow a respected blog that brings in over 200,000 monthly pageviews. In the SaaS world, especially for an SMB, that’s a true feat worth marveling at.
#3 Crazy Egg’s not-so-crazy focus on long-form
Crazy Egg doesn’t hold back on creating educational content for its target audience: marketers. This probably explains why it’s listed among the top 10 players within its industry as a heatmap tool that helps you learn about your target audience.
Its blog, The Daily Egg, continuously publishes content that ranks for clusters of highly searched keywords like “heat map” or “sales funnel.” With tons of content that focuses on education with how-to guides, valuable listicles, and plenty of in-depth product reviews, it reels in an audience of marketers hungry to learn more.
Crazy Egg’s content strategy is a great example of long-form content that solves customer’s pain points which ultimately goes a long way in bringing in paying customers.
#4 CoSchedule’s stays on schedule with freebies
CoSchedule, a content management tool, doesn’t just publish your run-of-the-mill content. It’s gone out of its way to create a hefty library of in-depth long-form pieces that rank for competitive terms like “case study examples.” However, it also makes sure almost every piece on its blog offers free downloadable high quality templates.
This in turn results in an ongoing stream of daily signups— a percentage of which eventually lead to actual sales.
Summing up CoSchedule’s great content marketing strategy is simple: Create the most thorough pieces of content on relevant search queries that make the competition irrelevant, deliver with consistency, and build a brand on a foundation of offering true value.
#5 Basecamp’s content exploration
In its early days, Basecamp got traction through publishing contrarian content. Currently, it’s still an existing part of its content strategy.
37Signals, now Signal V. Noise, is Basecamp’s repository of blog posts that aims to disrupt the norm through pieces that spark conversations. It’s essentially how it got its first handful of clients back in 2004.
In the Everyone Hates Marketers Podcast, the founder David Heinemeier Hansson sums up their decade long marketing strategy:
“We write books. We write medium posts. We maintain prolific social media accounts. We go on podcasts like this. We basically just try to out share and out teach our competition as such to build an audience and people who trust what it is that we say such that they hopefully will also trust what it is that we sell.”
Long story short, with the help of its unique take on content marketing Basecamp eventually snowballed into a $100 million dollar valuation with millions in yearly profit and thousands of weekly signups.
Start your journey
A great content marketing strategy doesn’t have to be a distant dream for your business. Any brand can become a content marketing powerhouse. The secret is to create valuable content your audience is already searching for and adding value from your unique point of view.
Companies with great content marketing prove to be the ones creating powerful connections with customers and generating more cost-effective leads. And this isn’t just for companies with mega marketing budgets.
Your customers are out there, right now, looking for the right SaaS solution. You just need to find the right ways to make the connection.