Content Marketing: 4 Tips And Tactics To Make Your Brand Successful

Picture this: you’re venturing into a new B2B SaaS business. You know how important it is to create an online presence and get your business in the spotlight.

So you use your personal LinkedIn and Twitter profile. You connect with your ex-colleagues and tell them about your new venture. You can attend online and offline networking events. And you meet other businesses to spread the word.

And it’s through this networking that you receive your first leads. They ask you to show them case studies for your business. Err…you don’t have one!

At that moment, you realize that you lost the first lead that came through the door.

Content marketing is a powerful magnet to stand out in the noise and attract potential customers. But the sad part? Not many businesses leverage the power of content marketing, nor do they enlist the help of a B2B content marketing agency who knows how to drive ROI from content.

Why? Because:

A: They don’t know how to produce high-quality content marketing for themselves

B: They aren’t willing to invest in the resources

No matter which case you fall in, we’ll show you how content marketing can grow your online presence, drive traffic to your website, and establish yourself as a credible brand in your niche.

Are you ready to learn more?

Let’s dive in.

Content Marketing Best Practices

Did you know 57% of businesses generate revenue with content marketing?

Here are four ways you can leverage content marketing for your business to get similar results.

Tip #1 — Write Case Studies

If you had to choose between customer testimonials or case studies, go for case studies. By writing a case study, you showcase the following:

• The solution you offer to your customers
• The results you achieved for them
• The detailed process you perform to get the solution

Overall, case studies are an incredible way to build authority and present your products and services as solutions. And it helps speed up the decision-making process for your customers.

For instance, Foundation Marketing shares a case study on how they helped a SaaS company generate 1,000,000+ net new impressions in search results in 12 months.

Why it works: They created a separate page for parking case studies on their website. The goal is to display all of the top results they can achieve for their clients.

Next, they used a hook-worthy headline highlighting everything they achieved for their customers. This entices their website visitors to click on the case study and read it further.

In the case study, they’ve highlighted three things:

• The challenge
• The agency’s approach
• The results

After elaborating on each section, they added the client’s testimonial — making the case study more credible.

How to implement: 

1. Understand the key elements of how to write a case study that builds authority.
2. Choose the colors, fonts, and custom graphics that you want to use to make it look professional. Don’t forget to align it with your brand identity.
3. Add a title that clearly outlines the results you’ve achieved for your customers.
4. Publish your case study on your website and share it across various social media channels. Sending an email marketing campaign wouldn’t hurt either

Tip #2 — Create Original Research

Conducting original research can solidify your content marketing efforts and help you become a thought leader in your industry.

Plus, it helps you score coveted backlinks to your site. We call that a win-win.

Leverage online resources and personalized surveys to create custom content assets to publish on your website. Some examples include expert roundups, market reports, and infographics.

For instance, Dentifix, a dental company, created a comprehensive blog post about how much veneers cost. But they didn’t stop there.

They turned that lengthy blog post into an aesthetically pleasing infographic to share a breakdown of the costs, so website visitors can scan the infographic in a digestible format.

Why it works: Dentifix goes above and beyond with its content marketing efforts by sharing a detailed blog post on the average cost of veneers — a commonly searched question by its audience.

Then they make the blog post more scannable by adding the following:

• White spaces
• Shorter paragraphs
• Tables
• Infographics

Pricing has always been a constraint for consumers. So, they’ve added transparency in their blog post by sharing the average price of veneers — making it more authentic and building authority.

They have also addressed people’s most common questions, making their blog posts more informational. Because the infographic includes a one-stop shop for “all things” veneers, they’ll naturally attract backlinks.

How to implement: To write a data-driven report, first, identify the topic of expertise.

In the above example, Dentifix identifies the pricing of veneers as the topic. Similarly, think about the topics in your industry that are least talked about or not highlighted as much as they should be online.

Next, collect information about the topic — reach out to your customers, and ask questions through email surveys or social media platforms.  This strategy works especially well when developing liquor pricing strategies, as breweries need to know what their patrons are willing to spend. Use this information to write data-driven reports.

Make sure your reports include interactive graphics and visuals. Few things to keep in mind while doing so:

• Images should be relevant to the text they’re paired with
• They should look good when scaled down for mobile devices

To improve the quality of your images, use AI enhance image tools and turn low-quality visuals into high-quality images

Also, every report you publish online should include your branding — i.e., your brand colors and company logo. If you don’t have a logo, use an AI-powered logo maker to generate one for your business.

After all, you want to get credit where credit is due. 

Tip #3 — Build And Nurture Your Email List

Let’s be honest: using social media to create brand awareness is good but not feasible in the long run.

Why? Social media channels are rented platforms. So, you need a platform that helps you interact with your audience directly.

The solution? Build your email list.

These emails aim to engage with the audience, educate them and convert them into paying customers.

You can use your email list to promote your company in two ways: newsletters and drip campaigns.

Newsletters 

Send out weekly, biweekly, or monthly newsletters. Use them to share links to your content assets and nurture the audience. It’s the perfect way to repurpose the content you already have in your library.

Use an email newsletter software to create beautifully designed newsletters for your subscribers.

If you want to produce more content to support your content marketing requirements, you can always amplify it with AI workflow automation. Work smarter, not harder, right?

Drip Campaigns

Send drip campaigns once the prospect enters your marketing funnel. Use these campaigns to share more information about your products and services.

For example, Ahrefs sends a weekly email to subscribers where they embed blog posts on different topics — SEO, digital marketing, and more.

Take a look at another example from Hypefury. They send a drip campaign to prospective customers who sign up for their product’s free trial.

In each email, they educate their audience about how they can grow on Twitter, showcase a few examples of how other creators are doing it, and subtly plug their product benefits.

Why it works: Hypefury adds a human element to its campaigns by adding the founder as the campaign’s sender.

The founder shares how a creator maximizes his Twitter growth. To explain it better, he uses screenshots to make it more engaging.

At the end of the email, he adds a plug to his product features and shows a step-by-step process of how their product helps grow your following on Twitter.

Even though the founder is introducing their product and selling it to subscribers, the tone of the email is super-friendly — making the interaction that much better.

Also, they use a result-oriented subject line which leads the subscribers to open the email.

How to implement: Start by choosing your method: starting a newsletter or sending drip campaigns.

Then, learn how to write high, converting emails. If you’re sending a drip campaign, define the flow and theme for each email.

Make sure each email is educational and aligns with the topics you care about. Then, subtly plug your products and services into these emails and add a call to action.

Tip #4 — Host A Webinar

Webinars are a great way to interact with your audience, share knowledge on topics you have expertise in, and build authority.

For example, HackerEarth organizes one monthly webinar on topics like diversity and inclusion, hiring, brand building, and more.

Why? 

1. Their audience wants to learn more about these topics
2. HackerEarth wants to build its brand authority in this niche

Why it works: Because HackerEarth organizes a monthly webinar, they interact with their audience directly and answer their questions.

HackerEarth gates its webinars after the webinar is over. That means visitors can only access the recorded webinar by exchanging their information — name, email address, company name, and designation.

The company also invites guest speakers to share their expertise and insights on new topics. This tactic enables the guest speaker to share the webinar with their company and audience, scoring more attendees.

How to implement: To organize a webinar and get your company name out there, follow this five-step process:

• Step 1: Decide whether you invite in-house experts or external guest speakers.
• Step 2: Decide the topic for the webinar.
• Step 3: Decide the frequency of the webinar per month (ideally, it should be once a month).
• Step 4: Create a landing page and share webinar details.
• Step 5: Distribute the webinar details on social channels, email lists, and the website to drive registrations.

Get The Spotlight, And Convert

Content marketing is king. It’s the easiest way to build brand awareness and provide value to your audience.

When you write hard-hitting case studies and share insightful blog posts, prospects understand your expertise and the results you’ve driven for your other customers.

Simply put, your content marketing and blog writing efforts bring confidence to your prospects.

And that’s when you stand out from the crowd and convert more leads into paying customers.

Plus, your competition isn’t waiting around. So start creating content today!