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Notice how the first option is much more specific, and targets SaaS audience specifically?

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It proves your knowledge in that specialized area, builds authority, and could help you rank for long-tail, less searched-for keywords that drive organic traffic. Ruler Analytics do this with their SaaS content strategy.

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Not a bad result, right? Fancy creating an audience that enterprise brands would be jealous of? Start your mission by involving industry experts to contribute to your content. You could use a service like HARO or send personalized emails to people you admire, and ask them to answer a single question.

Then, compile their answers in a blog post, link to their website, and send the published article to then. The team at Databox are no stranger to this strategy. Instead, you can invest in original research mainly statistics from a in-house survey to build authority and generate powerful links from other publishers. Just take this original research by Venngage , for example:. I asked Nadya Khoja , Chief Growth Officer at Venngage , to explain the process behind this round of original research. She said:.

I knew I needed marketers that were doing some type of content marketing to partake in the survey. First I started by downloading an archive of my own LinkedIn Connections and filtering out all the people who were not marketers that left about people to contact. I created a drip campaign to let them know that I was working on a survey and would love their help with a few customized follow-ups.

22 Companies Dominating the World with Content Marketing

Then of course, emailing it to our audience and other standard outreach methods on top of that. We also retargeted people who I reached out to but did not submit the survey on Facebook. On Ahrefs , it indicates that the article generated over backlinks. Do this to get a leg-up on your SaaS content marketing by:. Larger SaaS companies have huge audiences—both in email and on social media, meaning they rarely need to promote their content massively to make it seen. Your smaller company, on the other hand, might not be as lucky. Start by surveying your audience and asking where they hang out online.

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The content team at Quuu do this excellently. They promoted a recent blog post on Growth Hackers —a forum where their target customers hang out:. As a result, they drove tons of traffic from the Growth Hackers platform, and helped build an audience around their content. This is an article that small SaaS brands should keep as a checklist. Dawn Anderson Move It Marketing. Jim Bader Vertical Measures. Andy Betts Advisor. Catfish Comstock BusinessOnLine.

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