A recent survey by Nigel Stevens of Organic Growth Marketing and InciteFusion has highlighted a curious B2B buyer trend. It found that Google Search is the #1 source for information, and 80% of users are either satisfied or very satisfied with Google’s results for their queries.
But, (and you know it was coming) B2B buyers also rank SaaS companies as the last source for trustworthy information. Not only that, but more than half of the respondents say that B2B content tends to ‘look and feel the same’. This lack of reliability can heavily cost your lead pipeline and, by extension, your sales goals.
So, what’s to be done? Well, it might be time for your content and presentation to receive an overhaul. Here, we discuss four easy steps to sidestep this troubling statistic and elevate your content game to win back the trust of your buyers. Let’s begin!
1. Stay on Top of Google’s SERP with Robust SEO
Reiterating the statistic mentioned above: B2B buyers are happy with search results. In other words, Google is doing its job just fine as a search engine.
And not just fine, but exceptionally good, considering it’s the top source for information when your audience is in their initial stage of buying and just wants to learn more about how they can address their pain point.
For you, a B2B SaaS brand, this means you need to keep your Search Engine Optimization (SE0) efforts strong. After all, if your customers don’t find you in their search results, how else will they access your content?
Aim for the first page, if not the top result, on Google’s SERP. Backlinko finds that the #1 result in Google’s organic search has an average Click-Through Rate (CTR) of 27.6% and is 10 times more likely to receive a click than a page in the #10 position.
Now, while Google’s ranking factors have been a closely-guarded secret, here are the top 8 factors out of the rumored 200 that you need to keep an eye on to rank high on Google’s SERP.
1. Quality Content
The top most important SEO factor. The reason Google is the #1 search engine is because it offers users relevant, informative and high-quality content. If your content has these qualities, it’s an easy decision for Google.
2. Technical SEO
This refers to website speed, crawlability, mobile-friendliness, and other technical aspects of your website.
3. User Experience
This measures your site visitor’s experience. A website that is easy and convenient to be regarded higher by Google.
4. Backlinks
This refers to links from other sites to yours. The quality of your backlinks plays a crucial role in your ranking.
5. Keyword Optimization
Using relevant keywords across your content helps Google match your content to queries better.
6. Schema Markup
This is a type of structured data that you can add to your platform to help Google understand your content better.
7. Brand Signals
This refers to the overall perception of your brand online.
8. Social Signals
This includes the likes, shares and social interactions that your content receives.
The quality of your content reigns supreme when it comes to clinching that top Google SERP spot. This is where our talented and experienced writers at Ukti can help you.
By deep-diving into topics, combing resources for relevant information, and weaving high-volume keywords organically into the content flow, our writers elevate your content and give your readers true value while driving ranking.
2. Shift Out of The Corporate Rut
You might be thinking, it’s B2B SaaS, we’re speaking to businesses, so corporate language is key, right? Well, that’s what your competitors think, too. And it’s affecting how your audience views you.
The previously mentioned survey finds that 55% of users believe B2B content looks and feels the same.
Because your content sounds and feels the same as that of the other B2B tech companies online, users are looking elsewhere for reliable information. Their top sources include forums/communities, third-party reviews, and AI chatbots, with B2B company websites ranking dead last.
This calls for a re-routing. Now, while SEO performance matters, don’t let that be your guiding light. Your B2B SaaS content strategy must balance the two by demonstrating your authority and originality in your domain while simultaneously answering queries with high search intent for a group of relevant questions.
At Ukti, we know the subtlety it takes to balance the two. Our in-depth research and commitment to value allow us to offer a comprehensive, well-researched and thorough piece of content that doesn’t just answer your audience’s burning questions but also helps you rank high on Google’s radar.
3. Stand Out with Content Format Variety
As a fellow online user, do you consume only articles or only videos? A combination, right? So does your audience! So, bring a variety into your content formats. Explore videos, eBooks, infographics, and podcasts apart from articles.
Users today prefer video over textual content. They find the former to be more engaging.
Further, 51% of respondents believe that B2B content is often too long to digest. However, don’t be too quick to act on this statistic, as the same survey also finds that almost 70% of respondents are willing to dive deep into details at times.
So, what should you do? Here’s your gameplan:
1. Diversify Your Content Format
Some users might want detailed long-form articles, while others might want succinct summaries in the form of videos or infographics. Don’t pick sides, and you’ll be fine.
2. Focus On Grabbing and Holding Your Audience’s Attention
Make your content easy to navigate with subheads and sections. A HubSpot survey finds that users generally scan articles rather than read word for word. Make your content easy to digest and your website’s user experience will thrive.
3. Be Thorough with Your Content
The statistics mentioned above can prompt you to repurpose all your content into videos and bid adieu to textual content, but don’t go down that road. Concentrate on the value, relevancy and appeal of your content when creating your content marketing strategy.
At Ukti, writers take the time and effort to understand the audience and create content accordingly. Taking a deep dive into your audience’s pain points, goals, constraints, and the like allows them to create content that truly resonates with their readers. What’s more, Ukti writers create content for a variety of formats, from short-form articles, to eBooks and case studies.
4. Have Something Original to Say
There’s been a new kid on the block for a while, and it’s given even Google a run for its money. According to the survey, 36% of respondents believe ChatGPT has mostly replaced Google search when it comes to B2B software solutions.
Now, combining this with the previously mentioned statistic that 80% of users are satisfied and very satisfied with Google search, the only thing we can say is that users today want quick and targeted answers. What ChatGPT does, Google does, too. And that’s in the form of featured snippets and zero-click searches.
But what AI can’t do, is offer an original voice. So, in this ChatGPT world, stay ahead by:
1. Offering a Better Response Than AI
Give an original, authentic and unique perspective to your audience. If your content is no different than an AI summary, something needs to change.
2. Focusing on Your Audience’s Top Pain Points
Dig into your audience’s lives, understand their top struggles, and then offer targeted solutions. When the problem is disrupting their lives, your audience will be more motivated to find an answer.
At Ukti, writers understand your unique B2B SaaS offering and the problems it solves to gain insights into what your audience finds valuable and relevant. The experience and talent that comes to the table help you rank high on Google, improve your authority in the industry and win the trust of your audience.
Final Thoughts
Long story short, your B2B SaaS content marketing strategy might require a second look for it to check the above boxes and climb in your audience’s estimation as a reliable source of information. After all, informing your audience does half the job for you when you’re trying to stand out from the competition. If a customer sees you as an authority in your field, you’re bound to be the top SaaS company when they’re ready for a purchase.
And what’s even better is that the road to earning back the trust of your audience is made easy with Ukti. Being a content writing agency with experienced B2B SaaS content writers on our team, partnering with us will not only help you flip this statistic amongst your audience but also help your content soar and truly resonate with them. So, get on board with us and supercharge your B2B content marketing strategy today!
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