Skip to main content
Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?

Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Carolyn Edgecomb

By Carolyn Edgecomb

Oct 12, 2017

Topics:

Content Marketing SaaS Marketing Marketing Statistics
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Content Marketing  |   SaaS Marketing  |   Marketing Statistics

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

Carolyn Edgecomb

By Carolyn Edgecomb

Oct 12, 2017

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

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

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Use AI for Your Content Creation (Without Losing Your Humanity)

February 21, 2024
Mandy York Mandy York

'The Big 5': Best Business Blog Topics to Drive Traffic and Sales (+ examples)

February 5, 2024
Marcus Sheridan Marcus Sheridan

The Story of 'They Ask, You Answer'

January 29, 2024
Marcus Sheridan Marcus Sheridan

20 Value Proposition Examples that Every Marketer Can Learn From in 2024

January 18, 2024
John Becker John Becker

How to Talk About Price on Your Website (+ examples)

January 17, 2024
Chris Duprey Chris Duprey

HubSpot vs WordPress: Which is Better for Your Business Website?

January 11, 2024
Vin Gaeta Vin Gaeta

Content Marketing Will Fail Without Help From The Sales Team

January 4, 2024
Anj Bourgeois Anj Bourgeois

TOFU Video: Reaching Early-Stage Customers with Your Video Content

November 13, 2023
Carolyn Edgecomb Carolyn Edgecomb

7 Marketing Trends You Can’t Ignore in 2024

November 2, 2023
John Becker John Becker

Content Managers: Use This Step-by-Step Guide to Create the Content Your Team Needs

October 12, 2023
John Becker John Becker

Is Content Marketing Dead in 2024?

October 11, 2023
Marcus Sheridan Marcus Sheridan

Authentic Video Marketing in The Age of Deepfake Technology

September 27, 2023
John Becker John Becker

What Should a 2024 Content Marketing Strategy Include?

September 21, 2023
Mandy York Mandy York

What Is a 'Learning Center' and Why Does My Website Need One?

September 14, 2023
John Becker John Becker

HubSpot Update September 2023: What’s New from INBOUND

September 13, 2023
Jessica Palmeri Jessica Palmeri

How To Create Sales Enablement Content Your Sales Team Will Love

August 17, 2023
John Becker John Becker

How to Create a Content Map To Solve Your Marketing Guesswork

July 6, 2023
Brian Casey Brian Casey

Marketing Without a Map: Why You Need A Content Mapping Strategy

July 5, 2023
Brian Casey Brian Casey

Content Manager Job Description for Marketing Teams (All Industries)

July 3, 2023
John Becker John Becker

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

DIY Marketing for Home Improvement: Building Trust and Bringing in New Customers

June 22, 2023
John Becker John Becker

LinkedIn Could Become Your Most Powerful Distribution Channel

June 22, 2023
John Becker John Becker

Your B2B Content Strategy Is Going to Need More Social

June 21, 2023
Carolyn Edgecomb Carolyn Edgecomb

How to Write a Persuasive Case Study That Converts (w/ free template)

June 1, 2023
John Becker John Becker

Top 10 Must-Have Qualities To Look For in a Content Manager

April 20, 2023
Marcus Sheridan Marcus Sheridan