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Top 7 Biggest Content Marketing Mistakes

Posted by Trevor Hatfield

9/19/18 11:20 AM

You know that content is king for creating a loyal and engaged customer base. But businesses sometimes find that content marketing is just as challenging as marketing the product that the content is designed to sell.

Content marketing should seamlessly drive customers to the product or service you're selling, not become just another source of stress for your business. Simply devising a content marketing strategy isn't sufficient to get your brand off the ground. If your strategy isn't working, you're probably making one of these seven common mistakes.

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Topics: Content Marketing, Marketing Strategy, SaaS Content Marketing

5 Steps to Map Marketing Content to The Buyer’s Journey

Posted by Lauren Van Mullem

9/12/18 9:25 AM


Here’s how to DIY your marketing cartography in 5 simple steps. 

  1. Answer this question: Who are your best buyers now?

The answer, or answers, to this question is what you use to create a buyer persona – a fictional character representing your ideal client. This persona should have a gender, an age, a profession, and yes, even a personality.

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Topics: SaaS Content Marketing, SaaS Growth, Buyer Persona

Customer Success Content Will Save Your SaaS

Posted by Christina Clemens

9/5/18 11:21 AM

All successful business owners know that the key to their success is due to the customer’s satisfaction. The customer always comes first. Being proactive about the customer’s needs by going out of your way to anticipate them will undoubtedly provide you with a satisfied and consistent customer base.

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Topics: Customer Success, SaaS Marketing Journey, SaaS Content Marketing

17 Companies that Are Actually Getting SaaS Content Marketing Right

Posted by Christina Clemens

8/22/18 11:30 AM

The SaaS Marketing Journey -- that arduous road that sees newcomers to your business become active promoters of the products you offer -- is a complicated beast, to be sure. However, just because the tasks ahead pose a significant challenge to your SaaS business, it doesn’t mean that success is beyond your reach. In fact, a number of companies have wisely leveraged SaaS content marketing to gain customers and boost awareness.

Following the successive stages of the SaaS Marketing Journey, we’ll touch base on the best practices of just a few of the companies who have optimized their content marketing efforts.

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Topics: SaaS Marketing Journey, SaaS Content Marketing, SaaS Growth

5 SaaS Startups Using Customer Success Content to Educate Current Customers

Posted by Christina Clemens

8/14/18 11:25 AM

Somewhere along the line, we lost the idea to “Give the people what they want!” As marketers and as startup founders, that idea has always been our guiding star. But along the way, that simple message tends to get diluted, becoming “Give the people what we think they want,” or even worse, “Give the people what will make us the most money.”

What happens all too easily is that the people don’t get what they want, or get what they want at first, then find themselves saddled with a version of your SaaS that doesn’t deliver what they need at all.

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Topics: Customer Success, startup, SaaS Content Marketing, SaaS Growth

How to Get Personal with Content Marketing without Being Creepy

Posted by Christina Clemens

8/8/18 11:27 AM

Imagine if you could give every visitor to your site an experience targeted particularly to their interests. Doing so might be easier than you think. You don't need to write special content catering to various demographics and interests. And you certainly don't have to write personally tailored posts.

All you need is a bit of information about your readers. From there, you can start targeting your posts to their idiosyncratic content consumption habits. Here's how to thread the needle between custom-tailored content and creepy intrusiveness.

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Topics: Buyer Persona, customer development, Content Marketing, SaaS Content Marketing

Turn Your SaaS Leads From "Free" to "Customer" with Content Marketing

Posted by Trevor Hatfield

8/1/18 11:28 AM

You’ve already gotten your prospects aware of your product and committed to a free trial. Now it should just be a matter of time before they become paying customers, right? Unfortunately, it’s not always that easy to get trial users to convert to premium subscribers, even when they’ve been able to gain some hands-on experience with your product. Luckily, hope is not lost when it comes to getting your SaaS leads to take that leap into the premium version of your product.

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Topics: SaaS Leads, Content Marketing, SaaS Content Marketing

7 SaaS Content Marketing Mistakes to Avoid

Posted by Katy Katz

7/30/18 11:28 AM

When implemented in the right way, SaaS content marketing can be one of the most powerful tools to build your product’s awareness and foster a devoted customer base that will ultimately comprise enthusiastic promoters of your message.

However, while the SaaS community has largely embraced content marketing as a primary engine for driving a business forward, there are still a number of ways in which even the most experienced companies can mishandle its principles.

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Topics: Content Marketing, SaaS Content Marketing, SaaS Growth

SaaS Content Marketing Best Practices

Posted by Trevor Hatfield

7/1/18 12:12 PM

It’s nearly springtime, and if you’re a gardener like I am, you might be looking into composting. I know, you’re wondering what on earth composting has to do with content marketing, much less SaaS marketing, but bear with me. A successful compost pile is a carefully constructed layered mass of dry, brown matter – dead leaves, dry lawn clippings, straw – and green waste (fruit and vegetable waste from your kitchen). If you don’t get the ratio of brown to green right, you’ll wind up with a stinking heap of garbage.

Are you seeing the connection to content marketing yet? No?

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Topics: Content Marketing, SaaS Marketing

Laser-Focused User Onboarding for SaaS Marketers & Founders

Posted by Trevor Hatfield

4/26/18 10:58 AM

I recently did a 30-minute workshop for Forget The Funnel on creating better user onboarding that focuses highly on your customer and their desired outcome. I wanted to highlight the most important areas here.

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Topics: User Onboarding

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