The Inbound and Content Marketing blog

In a previous post, we discussed how an inbound approach could help your software as a service (SaaS) company. We talked about the importance of SaaS organisations not only winning customers, but retaining them over the long term - a challenge inherent in the SaaS business model.

As a SaaS company, you will know that you have to wait a bit longer to enjoy the fruits of your labour than in other industries. When you win new business, the payoff doesn't come straight away. You need those customers to keep on buying your services and you also want to sell more services to them over time. 

In the same vein, when you first start out on an inbound marketing journey, you won't reach your destination immediately. Implementing inbound marketing is a commitment (with all the challenges that entails). 

However, in both instances, the potential rewards to be reaped are well worth the wait. So, let's explore why and consider how adopting inbound marketing for SaaS could help you to reach more of the right people and grow your business. 

According to Internet Live Stats, Google processes over 40,000 search queries every second on average - or over 3.5 billion searches per day. That's a lot of people looking for content and, while those searches will incorporate a huge range of questions, the sheer volume indicates that there is an audience hungry for content.

Across the spectrum, industries are facing change on an unprecedented scale – and the software as a service (SaaS) industry is no exception. In today's fast-moving and competitive environment, SaaS companies will live and die by their ability to acquire new customers and keep them on a long-term basis.

Therefore, it's important that you can reach the people that matter the most to your business. To do so, you need a targeted and effective marketing strategy that enables you to connect with and form relationships with the individuals and organisations that will benefit from purchasing your products and services.

Adopting an inbound approach can help you to achieve just that. In this post, we explore the current state of the SaaS industry and look at how implementing inbound marketing could help your company.

At its core, marketing is storytelling. Telling stories allows you to connect with your target audience; to create and build meaningful relationships. Stories paint a vivid picture of your brand, products and services; they show why you are the best choice.

In professional services marketing, telling stories enables you to garner trust in a digital landscape, where online capital counts for so much. From B2B case studies to blog posts and eBooks, there are various ways you can incorporate stories into your marketing efforts.

Inbound marketing is customer-centric: your target audience is at the heart of everything you do. Therefore, you need to understand that audience – and one of the best ways to do that is to create B2B buyer personas.

Buyer personas represent the people that matter to your business. HubSpot defines them as "fictional, generalised characters that encompass the various needs, goals, and observed behaviour patterns among your real and potential customers". 

Your buyer personas should inform your entire inbound marketing strategy. Without them, your campaigns and messaging could be completely missing the mark. So, how can you make certain that you're effectively prioritising your B2B buyer personas?

By now, many companies understand the vital role that content plays in attracting their target audience. According to HubSpot's 2016 State of Inbound report, 73 per cent of organisations have adopted inbound as their primary approach to marketing – and, of course, inbound is powered by content. The report surveyed more than 4,500 respondents from marketing backgrounds in B2B, B2C, small, and mid-sized businesses, which are based in over 132 countries – so the results are not to be sniffed at! 

However, it is no longer enough for businesses to simply create content. The competition is heating up and there is a lot (and I mean a lot) of content out there. In today's environment, mediocre content just won't cut it – and even good, unique content will struggle. So, we need to be creating extraordinary content.

In 2016, Rand Fishkin, the co-founder of Moz, coined the term "10x content". And, in doing so, he offered B2B content writers a solution to this very real problem.

Whether you are a manufacturer already on a content marketing journey, or one that is considering taking the plunge, it's always worth reiterating the benefits of content marketing for manufacturing.

According to research published by the Content Marketing Institute (CMI) at the end of 2016, 85 per cent of manufacturing marketers use content marketing. However, well over three-quarters (79 per cent) of these describe their organisation's content marketing maturity level as "first steps", "young" or "adolescent", as opposed to "mature" or "sophisticated".  And only a third (33 per cent) say that their organisations have clarity on [what constitutes] content marketing success.

The early stages of a content marketing strategy can be hard. It takes time to lay down the foundations and results don't appear overnight – but, when they do, they're well worth the wait.

So, here are three top benefits of content marketing for manufacturing to keep in mind if you're in need of a boost or have just plain lost your mojo.

"Myth: a widely held but false belief or idea."

Oxford Dictionaries

B2B content writing is a topic ripe for discussion. There's tons of information and advice out there, which you could spend hours reading and digesting. But, you might still find yourself scratching your head over what denotes best practice. 

So, in the age of the "post-truth" society, it's time to put to bed a few lingering myths about creating B2B content. 

"We'll publish a blog post every day this month"; "this quarter, we'll create a top-of-the-funnel eBook and a middle-of-the-funnel whitepaper": it's easy to be ambitious about your B2B content strategy, but achieving your goals can often be a different story.

When there's so much to do and distractions at every turn, it can be difficult for B2B content writers to be as productive as they would like. However, successful content marketing relies on consistently creating useful and valuable content for your target audience.

So, here are five simple productivity techniques, to help you power through your to-do list and create the great content you have planned.

"Industry 4.0, or the Fourth Industrial Revolution, is set to revolutionise the manufacturing and production industry by integrating the Internet of Things (IoT), cloud computing, data integration and other technological advances into the heart of production and manufacturing systems."

Salesforce

There's no doubt that Industry 4.0 is coming for the manufacturing industry – and with it, big changes. The ultimate goal of Industry 4.0 is the "smart" factory, in which "cyber-physical systems (CPS) will monitor the physical processes within modular structured factories, and a virtual copy of the physical world will be mined for data in real time, enabling decentralised decisions" (Source: The Manufacturer).

Simultaneously, there are changes afoot in the sales and marketing environment – the go-to methods simply don't work as well as they used to. Today, more and more business is conducted online and, to put it simply, no one wants to talk to your sales team – at least, not to start with. The power has passed into the hands of buyers, who want to ensure they are informed and educated about their needs before they speak to a sales person. In fact, according to a survey carried out by Forrester, 74 per cent of B2B buyers conduct more than half of their research online before making an offline purchase.

So, what to do?

"Writing is the painting of the voice" - Voltaire

We all have unique voices: deep and rich, breathy, high-pitched, soft and honeyed. And when we write, we also have unique voices. However, sometimes we stymie our voices, shackling our personalities to produce flat, impersonal writing. We resort to tired templates and worn-out clichés, jargon and meaninglessness.

This is all too easily done in the context of B2B content writing, where much of what is created is dismissed as "boring". After all, if what you're writing about is dull, then why bother to inject some individuality?

The answer is, because it matters. When you're writing for a business, your audience is still made up of real people, with real problems – and you might just be able to solve them. But first, you need to embrace your writing voice.