Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

10 Statistics to Help Improve Your SaaS Company’s Content Marketing Strategy [Infographic]

10 Statistics to Help Improve Your SaaS Company’s Content Marketing Strategy [Infographic] Blog Feature

Carolyn Edgecomb

Talent & Office Manager, 7+ Years of Logistics and New Hire Management

October 12th, 2017 min read

Is your SaaS content marketing strategy not performing as well as you want it to?

If so, you might be missing key elements that can help you stand out amongst your competitors.

Content marketing is no longer about how many articles you’re producing, but rather the quality and relevance of that content, and surprisingly, only 32% of B2B marketers say they have a documented content marketing strategy.

In a recent study, Cobloom analyzed the content marketing efforts of over 250 successful SaaS companies and turned the data they found into action items you can use to improve your SaaS content marketing strategy in an infographic.

Here’s a look at the most impactful statistics that can set you on the right path and help you outperform your competitors.

1. Only 11% of SaaS Companies are Investing in Content Marketing

Content marketing is a great strategy for educating your audience and improving your organic traffic.

With only 11% of SaaS companies creating content, your company has the opportunity to easily leave your mark, rank in search engines, and become a thought leader in your industry. This will not only keep visitors coming back to your blog, but it can turn those readers into customers.

In terms of content marketing, while most people primarily think of blogging, other mediums you should consider include premium content (eBooks, webinars, templates, etc.), videos, and emails.

To ensure that you’re content is getting found, it’s important to follow SEO best practices and create quality content your audience will want to read and share. Here’s a great quote from Ann Handley to give you some perspective on creating quality content.

“When we create something, we think, ‘Will our customers thank us for this?’ I think it’s important for all of us to be thinking about whatever marketing we’re creating; is it really useful to our customers? Will they thank us for it? I think if you think of things through that lens, it just clarifies what you’re doing in such a simple, elegant way.”

If you’re just starting out with content marketing, here’s a look at the worst content marketing mistakes you can make:

  1. Don’t know your audience
  2. Failing to provide quality content
  3. Not proofreading or editing
  4. Forgetting to add a call-to-action

2. 24% of SaaS Companies Use Their Blog to Educate

On a related note, did you know:

While creating PR-focused articles is great, they’re not as helpful as creating educational blog content that will bring visitors to your website. Educational blogs receive 14% more organic traffic than PR-focused blogs, so differentiate yourself by blogging about your audience’s pain points and answers their most asked questions. Creating content that targets those areas makes, you’re making  your blog a great resource for your sales team.

3. Top Performing Blog Posts are 12% Longer Than Average

The days of creating short form content (500 word blog posts) are gone, and, frankly it’s about time.

While that worked in 2013, when not a lot of companies were producing content and ranking was easy, that’s no longer that case.

Due to content saturation, if you want to produce educational content that will outrank your competition, you need to be creating long-form quality content. The new standard for blog posts is around 1,200 to 2,000 words, and, that number is slowly increasing.

Not convinced?

Buzzsumo found that long form content around 3,000 - 10,000 words is shared an average of 8,850 times and through the use of long form content, Crazy Egg saw their conversions increase by more than 30%.

4. 18% of the World’s Biggest SaaS Companies Have Their Own Podcast

Not all content has to be written, in fact,some audiences actually prefer other mediums.

For example, video isn’t a trend that’s going to sweep in and then quickly dissipate. it’s here to stay, and, if you want to get ahead of your competition, you’ll need to start testing video content and a lot of it.

While video might seem a little scary, George B. Thomas offers tips that will help you get started.

Companies have also started to implement podcasts. In the last couple of months, here at IMPACT, we’ve launched 4 different podcasts and, 11% of marketers plan to add podcasting to their marketing efforts in the next 12 months.

If you want to start a podcast, here are some things you’ll need to do before you start to record your first episode:

  • Define your audience. Just like any other piece of content you’re producing, it’s important to identify who your audience is. It will help you make sure that each episode is resonates with them.
  • Do your research. Don’t be afraid to conduct persona interviews, so you can gain a better understanding of what your audience wants to hear.
  • Identify your why. What is your reason behind producing a podcast (why)?
  • What differentiates you from other podcasts?

5.  Top Performing Blog Posts Have 10X More Shares on Social Media

Your audience isn’t going to share something that isn’t helpful or insightful.

When creating content, it’s important to step into your audience’s shoes and ask yourself if that’s something they’d want to read and share.

If the answer to that question is yes, and you’re creating long-form, high-quality content that resonates with your audience, then you’ll more likely see your top performing blog posts have 10x more shares, 15x more backlinks, and 10x more referring domains.

Check out the full infographic below for more insights that will allow you to start improving your SaaS company’s content marketing strategy!

10 SaaS Content Marketing Statistics for 2017

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE