Tag: blogs

SaaS Branding

Content Marketing Explained: A Guide for SaaS Businesses

You’ve probably heard of content marketing. It’s one of the many buzz words that saturate the marketing world today. You may even know that content marketing involves creating and curating content to help your business attract and retain customers.

What you may not understand is how content marketing can work for your SaaS and how to incorporate it into your marketing strategy. This guide will give you a basic introduction to what content marketing is, why you need it, and how it works.

What is Content Marketing?

What is Content Marketing?

Content marketing can include blogs, videos, white papers, eBooks, lists, infographics, presentations and a lot more. The form your marketing takes should be based on the type of content that is most likely to appeal to customers.

The key is to provide relevant, useful information. Your content should engage, inform, and inspire your customers and potential customers. Ultimately it’s about building a relationship with the user by convincing them that you understand your industry and have the expertise to help them succeed. If you do this right, customers should look to you as a subject matter expert.

Why Should I Use Content Marketing?

Why Should I Use Content Marketing?

Advertising is everywhere. It’s splashed across the pages of your favorite magazine, printed on billboards, and inserted into your Facebook or Instagram feed. Advertising has reached such a saturation point that it has become white noise. Consumers are adept at tuning it out.

This disengagement can be a real hurdle for SaaS companies who are trying to reach potential customers. Advertising that’s quirky, off-the-wall, or controversial can sometimes break through the noise. That type of advertising doesn’t work for all companies, however. If your SaaS provides payroll services or CRM software, being known as the company with the bizarre advertising might work against you. You need to be seen as professional, competent, and well-prepared to handle the sensitive data that your clients need to run their businesses.

So what’s an SaaS company to do? That’s where content marketing comes in.

Who Needs Content Marketing?

Who Needs Content Marketing?

Instead of pushing and shoving for attention on the sidebar of a blog, you can stand up in front of customers who actually seek you out to hear what you have to say. Instead of pitching a product or service, you’re educating potential customers. Do this well, and customers will place their trust in you. When they need something in your industry, they’ll come to you.

SaaS companies like HubSpot, DocuSign, and Salesforce are making content marketing work for them, and you can too.

Where Does Content Marketing Fit In?

Content marketing should be part of a wider marketing strategy. DocuSign doesn’t just have a resource center where they post whitepapers, webinars and case studies, they also have Google Ads, a FaceBook page, and even print advertising in the Wall Street Journal.

Your content should be fully integrated with your other marketing. It should use the same tone and carry similar messages. Ideally, it should be collected in one location and you should own that space. That means you should not be posting your content exclusively on Facebook, Google or some other branded site. You should have your own blog or website where your content can appear and where you control how people see it.

When Should I Start Content Marketing?

You can add content marketing to an established marketing strategy or you can integrate it from the very beginning of your marketing and branding efforts. Whenever you start, have a clear plan for what you want your content to accomplish and how you’ll go about achieving that.

Content marketing without an established strategy and goals is likely to be ineffective and may even hurt your marketing campaign. Customers may be confused by content that doesn’t align with the brand persona you’re trying to establish. They may even begin to feel like your company can’t be trusted.

How do I Implement Content Marketing

How do I Implement Content Marketing

The first step to a successful content marketing campaign is research. Learn who your customers are, what problems they are trying to solve, and what types of content are likely to engage them. Fortunately, much of this information can be found in your exiting marketing research.

Once you know your customers you’re ready to develop a strategy. What content is your company able to (or able to pay others to) create? Where will you post it? How does it fit into your existing marketing strategy.

Finally, you’re ready to create and post your content. Remember to share it on social media, on your website, and wherever else you can.

Legal Branding

How to Use Blog Posts to Build a Legal Brand

Blogs educate and entertain. They can help with SEO and can turn leads into clients. Blogs are also a great way to express your law firm’s brand identity. Remember, a law firm brand is more than a logo, color or slogan. It expresses of your law firm’s culture and identity.

Unlike a slogan or logo, a blog lets a potential client hear your voice. You can discuss issues that are important to you and your clients in detail. Readers learn your perspective and outlook through your writing. Every blog post is a chance to express your law firm’s culture.

How to Choose the Right Blog Subjects

How to Choose the Right Blog Subjects

Blog posts should not directly sell your legal services. Instead, a blog posts should help clients understand the legal system and their rights.

Often, people find a blog post because they are searching for information about a particular issue (and not for a lawyer). If your blog post focuses too much on your law firm’s services, the potential client may go elsewhere for the information she needs.

There are several ways to find good subject matter. You can address your client’s most frequent questions and issues. Or, you can perform keyword research through programs like Google’s Keyword Planner.

How to Format a Legal Blog Post

How to Format a Legal Blog Post

Regardless of how you find a subject, make sure that your blog post is informative and easy to read. People often skim blogs. You want to make sure that your readers are absorbing the right information.

Use Headings to Highlight Key Ideas

Most blogs include headings. Headings can help with SEO and highlight key points for your readers. You may want to use multiple headings (H1, H2, H3, etc.) if you are writing a lengthy blog post.

Again, many people only skim a blog for information. If your post is long and does not contain headings, readers may not find it helpful.

White Space Makes Blogs Easier to Read

Lawyers love writing long, detailed articles. Remember, your blog is not a law review! While your readers are looking for helpful information, they probably don’t want a treatise. Again, they may just skim your post.

White space is the space around your text. It makes content easier to read on a screen. Try to include a good amount of white space on your blog. Break your text into small, easily readable segments.

Use Calls to Action

Use Calls to Action

A call to action may be an offer for an e-book, a subscription to your newsletter or a free consultation. On your blog, you are not selling your law firm. But, potential clients may want more information than your post provides.

You can convert a reader into a potential client by offering a call to action. Calls to action offer valuable information in exchange for contact information. You can strategically place offers for newsletters and free consultations at the bottom of a blog post or on the sidebar.

Once you get a potential client’s information, make sure your law firm follows up and contacts them (either via email or by phone).

Make Sure Your Post is Mobile-Friendly

Your law firm’s website should be responsive. In other words, your website should format itself to fit your reader’s screen.

It can be challenging navigate a traditional website on your smartphone. Smartphone and tablets are the most common way for potential clients search the internet. If your website is hard to read (or outdated), they will go elsewhere for information.

How to Publicize Your Blog Posts

Social media is one of the most effective ways to share blog posts. Use your law firm’s social media feeds (including Facebook, Twitter and LinkedIn) to promote blog posts. If your lawyers have their own professional social media feeds, have them share posts.

The hope is that your posts will be shared by clients, other lawyers and everyone else on the internet. If a blog post goes viral, your law firm will have tremendous exposure.

How to Use Data to Build a Better Blog

You can track a blog’s impact by using tools like Google Analytics. As your blog grows, look at which blog posts get the most views, shares and comments. Do these blog posts have a similar subject or format? Do your readers respond better to list posts or infographics? Use this information to create more popular blog posts.

Legal blogging is an art and a science. Your law firm needs to write compelling content and structure it so your readers (and the search engines) value it. This can take time and effort. If you need help with a blog, there are consultants and writers who can assist you. Visit the following blog for a perfect example to follow when it comes to formatting and blog content: http://www.losangelesduilawyernow.com/blog/.