A<\/strong> = Attention But for most B2B SaaS brands in India today, getting noticed has been a real headache. And improving brand visibility is a daily ballgame. <\/p>\n\n\n\n This is primarily because India boasts thousands of B2B SaaS brands. Truth be told, it is noisy out there! <\/p>\n\n\n\n But if you can crack the code on content marketing, you get a real shot at standing out even in a saturated market. <\/p>\n\n\n\n After all, content marketing is one of the most effective ways to reach out to your target audience. For starters, it doesn\u2019t cost much and you get a real shot at establishing yourself as a thought leader in your domain. This is how big names like Drift, Buffer, HubSpot, and more have raised millions of dollars in revenue. <\/p>\n\n\n\n If you\u2019re looking for inspiration to get started with your own, here are seven examples of Indian SaaS brands that are nailing content marketing.<\/p>\n\n\n\n \u201cYour recruitment stack needs a raise\u201d<\/em><\/p>\n\n\n\n The award-winning recruitment automation platform, Kula, lets companies proactively reach out to top talent everywhere, not just in India. But, why only through Kula? Because they offer a no-nonsense approach.<\/p>\n\n\n\n Since their SEO game is on-point, stumbling upon their content is commonplace for recruiters. They primarily publish long-form content heavy on opinion pieces and how-to guides. <\/p>\n\n\n\n Kula is interested in establishing itself as a thought authority in the field of recruiting, which is evident from the following pieces that fearlessly offer opinions. <\/p>\n\n\n They also take a storytelling approach, which humanises their content and lends transparency to their operations. You will easily find the story of Kula\u2019s founding members on their portal.<\/p>\n\n\n While their approach looks good, bear in mind that in no way are insightful blogs their only resources. You will also find quality gated content in the form of guides.<\/p>\n\n\n\n As a result of crafting high-quality original content and communicating with authority, some of Kula\u2019s founding members have garnered thousands of followers on LinkedIn. Needless to say, they use this platform to share even more relevant and recruitment-focussed content. <\/p>\n\n\n\n View how Kula\u2019s Rohit Srivastava is creating top-notch content on LinkedIn<\/em><\/a><\/p>\n\n\n\n Blogging Frequency: 2 to 3 times a month<\/u><\/em><\/p>\n\n\n\n LinkedIn Post Frequency: 2 to 3 times per week<\/u><\/em><\/p>\n\n\n\n <\/p>\n\n\n\n \u201cGet the best lessons, observations, and stories on SaaS\u201d<\/em><\/p>\n\n\n\n Chargebee is a leading platform for subscription-based businesses. It helps companies automate recurring billing, leverage revenue analytics, and do all sorts of subscription management. <\/p>\n\n\n\n Sounds complex, but Chargebee ensures its potential users understand the platform as simply as possible through engaging content. Here\u2019s how.<\/p>\n\n\n\n For starters, Chargebee is \u2018all over the place\u2019… in a great way! <\/p>\n\n\n\n The company offers a spectacular variety of free content resources. They have a \u201cLearning Hub\u201d dedicated to understanding their product, its features and latest updates. <\/p>\n\n\n\n And use short blogs, podcasts, webinars, and customer stories to help potential customers quickly learn about Chargebee, thus shortening the curve between awareness and adoption. <\/p>\n\n\n\n In addition to the Learning Hub, users also have easy access to Chargebee Docs, which is a collection of whitepapers, implementation guides, and more. So, just the right amount of handholding.<\/p>\n\n\n\n From well-researched blogs to hard-to-find industry reports, Gartner Peer Reviews, and much more, you can find all things SaaS by Chargbee.<\/p>\n\n\n\n Their content strategy is to generate, acquire and share a tonne of valuable information on the cloud, which, integrated with SEO, provides them excellent visibility.<\/p>\n\n\n\n Since it is a horizontal SaaS company, generating a variety of insightful content is critical in reeling in customers from across the board, and not a specific industry. This is why you\u2019ll find that Chargebee\u2019s content marketing strategy involves sharing information on as many things as possible within the SaaS domain.<\/p>\n\n\n\n Check out Chargebee\u2019s comprehensive resources page <\/em><\/a><\/p>\n\n\n\n Blogging Frequency: They take the bulk posting approach. Sometimes nothing for days and then multiple posts on one day.<\/u><\/em><\/p>\n\n\n\n LinkedIn Post Frequency: 3 to 4 times per week<\/u><\/em><\/p>\n\n\n\n \u201cLearn more\u201d<\/em><\/p>\n\n\n\n One of India\u2019s simplestonline selling platforms for small businesses and MSMEs, as they call it, Instamojo relies on the tried and tested strategy of producing zingy email content in addition to blogs, e-books, videos and podcasts.<\/p>\n\n\n\n \u201cBut something we swear by is email marketing. It has not just helped us gain great branding traction amongst Indian MSMEs but also add to our revenue\u201d.<\/em><\/p>\n\n\n\n \u2013 Rapti Gupta (Content Marketing Head at Instamojo)<\/em><\/p>\n<\/blockquote>\n\n\n\n This content marketing strategy has worked exceedingly well for the brand. About three years ago, they rolled out a fortnightly email newsletter by the name of SME Wrap. It includes carefully curated pieces for Indian small businesses and software companies<\/a>, including compelling news items for the MSME sector.<\/p>\n\n\n\n The newsletter did not become an instant hit. But with thoughtful content generation and curation, it has acquired a subscriber base of over 100,000 people with 45000+ active readers today.<\/p>\n\n\n <\/p>\n\n\n\n In one example above, they have taken an already trending topic and extracted information from it for the MSME sector. Thus, making good use of topical content.<\/p>\n\n\n\n Here is a brief list of content best practices Instamojo uses as outlined by Rapti Gupta.<\/p>\n\n\n\n Blogging Frequency: 2 to 3 times per week<\/u><\/em><\/p>\n\n\n\n LinkedIn Post Frequency: 2 to 3 times per month<\/u><\/em><\/p>\n\n\n\n \u201cIntelligent content for contextual conversations”<\/em><\/p>\n\n\n\n Trust a sales content management software to do well when it comes to its own content marketing. Paperflite is an end-to-end content enablement tool allowing your marketing teams to create, store, distribute and track all your content.<\/p>\n\n\n\n To generate awareness about their tools, they post insightful blogs that are mostly how-to guides, case studies and best practices. Instead of presenting their solutions as a separate entity, they weave it within their blog topics. But this is not it!<\/p>\n\n\n\n Their resource gallery offers a lot more:<\/p>\n\n\n\n And, much more.<\/p>\n\n\n\n <\/p>\n\n\n\n They offer a tonne of insightful content resources without sounding too salesy or pushing customers to subscribe right away. Most of their resources are free while some come in exchange for your email id. They also offer a relatively longer free trial that lasts for 21 days.<\/p>\n\n\n\n Blogging Frequency: 2 to 3 times per week<\/u><\/em><\/p>\n\n\n\n LinkedIn Post Frequency: 5 to 6 times per week <\/u><\/em><\/p>\n\n\n\n \u201cLow code, no code work platform\u201d<\/em><\/p>\n\n\n\n Kissflow is a Business Process Management (BPM) automation tool, which allows users to manage and track purchase orders and invoices and vendors. It is a simplified digital platform that lets individuals know the tasks assigned to them and control their flow.<\/p>\n\n\n\n Sounds technical? This is precisely why most of their content takes an educational approach through whitepapers, e-books and guides.<\/p>\n\n\n\n Their e-books are free to download, in exchange for your email id, and offer information within the context of business process management, project management and procurement.<\/p>\n\n\n\n They also provide extensive social evidence through their content. This mostly comes in the form of customer success stories. In fact, you\u2019ll find few companies that provide extensive case studies on clients using their product, the way Kissflow does.<\/p>\n\n\n\n Such a content approach instantly builds credibility and allows potential users to quickly pick up on the workings of a product.<\/p>\n\n\n\n Kissflow does have a blog, mostly dedicated to procurement and its trade practices, but it\u2019s the e-books, case studies and use cases that champion their content game.<\/p>\n\n\n\n Blogging Frequency: 1 to 2 times a week <\/u><\/em><\/p>\n\n\n\n LinkedIn Post Frequency: once in two weeks<\/u><\/em><\/p>\n\n\n\n WebEngage is a full stack marketing automation tool that drives customer retention through omnichannel manager, personalization and analytics engine, and campaign manager. Given its comprehensive clientele \u2013 from e-commerce to travel and EdTech to banking and insurance \u2013 WebEngage generates and shares a diverse stream of content.<\/p>\n\n\n\n Impact stories<\/strong> \u2013 These include case studies for all categories of businesses that have gained from WebEngage. <\/p>\n\n\n\n Blogs<\/strong> \u2013 They aggressively post blogs that mostly focus on marketing automation and personalization (both hot topics these days). Expressing expertise in these domains have garnered them significant readership.<\/p>\n\n\n\n Blogs that equip readers with actionable content<\/span><\/i><\/a><\/span><\/p><\/figcaption><\/figure>\n\n\n\n E-books<\/strong> \u2013 Most of them talk about cross-channel engagement and are available for free.<\/p>\n\n\n\n <\/p>\n\n\n\n Webinars<\/strong> \u2013 These mostly talk about boosting user engagement, marketing automation, and campaign personalization.<\/p>\n\n\n\n <\/p>\n\n\n\n Podcasts<\/strong> \u2013 EngageCast features free interviews and dialogues from industry experts providing top-notch inputs and doling out valuable advice. <\/p>\n\n\n\n <\/p>\n\n\n\n Notice how WebEngage leverages different content formats for different topics. This is because certain topics are best consumed through specific formats.<\/p>\n\n\n\n Blogging Frequency: 2 times per week<\/u><\/em><\/p>\n\n\n\n LinkedIn Post Frequency: 12 to 14 times per week<\/u><\/em><\/p>\n\n\n\n Here is some class act content marketing by an Indian B2C SaaS brand peddling service, which very well can fall in the B2B domain.<\/p>\n\n\n\n Simply put, what they do for individuals, many brands do for B2B clients. We\u2019re talking about Fi winning hearts by rolling out financial content in the funniest way possible.<\/p>\n\n\n\n \u201cWe are makers, thinkers, explorers & dreamers\u201d<\/em><\/p>\n\n\n\n Doesn\u2019t exactly sound like the opening line of a financial services company, does it? But that\u2019s what Fi is. It is an Indian SaaS brand that has managed to capture an audience by making financial literacy fun.<\/p>\n\n\n\n By sharing funny content in the form of memes, one liners and blog posts, they make their viewers stick to their pages more often than not. This is not all!<\/p>\n\n\n\n Their content marketing strategy also involves publishing a whole lot of topical content, meaning, articles and blogs that relate to the latest and hottest of financial topics.<\/p>\n\n\n\n Add to it, where most B2B brands don\u2019t ever think of hiring brand ambassadors, Fi has started forging partnerships with individuals and organisations that have little to do with the field of finance and financial services.<\/p>\n\n\n\n They have recently partnered with short-form content company Filter Copy and stand-up comedian Kenneth Sebastian to roll out funny content around personal finance. The strategy here is to get people to consume snackable content through relatable figures.<\/p>\n\n\n\n You should also check out their Twitter Page. We guarantee you\u2019ll be left scrolling for at least 10 minutes with a silly grin on your face.<\/p>\n\n\n\n Blogging Frequency: They take the bulk posting approach. Sometimes nothing for days and then multiple posts on one day.<\/u><\/em><\/p>\n\n\n\n LinkedIn Post Frequency: 3 to 4 times per week<\/u><\/em><\/p>\n\n\n\n B2B content marketing is tough, with dozens of elements to explore and conquer. We hope through these examples, you can identify the common content themes brands mentioned above stick to. These include:<\/p>\n\n\n\n Go forth and conquer.<\/p>\n","protected":false},"excerpt":{"rendered":" In marketing and sales teams, there is a methodology commonly used to get inside the customer\u2019s mind during a buying process. It\u2019s abbreviated as AIDA, and can be seen as a stripped-down approach to understanding consumer psychology. A = AttentionI = InterestD = DesireA = Action But for most B2B SaaS brands in India today, … Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":493,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[48,49],"tags":[55,51,59,50],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/269"}],"collection":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/comments?post=269"}],"version-history":[{"count":5,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/269\/revisions"}],"predecessor-version":[{"id":1734,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/269\/revisions\/1734"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media\/493"}],"wp:attachment":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media?parent=269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/categories?post=269"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/tags?post=269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
I<\/strong> = Interest
D<\/strong> = Desire
A<\/strong> = Action<\/p>\n\n\n![\"\"](\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/12\/AIDA-1024x536.png\")
7 Indian B2B SaaS Brands Crushing the Content Marketing Game<\/strong><\/strong><\/h2>\n\n\n\n
#1 <\/strong>Kula<\/strong><\/a> <\/strong>:The Introspective and Opinionated Approach to Content Marketing<\/em><\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/12\/blog-on-kula-1.png\")
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#2 Chargebee<\/a> : The All-Out Approach to Content Marketing<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/12\/chargebee-1024x517.png\")
3. Instamojo<\/a> \u2013 \u201cThe Tried and Tested Approach to Content Marketing\u201d<\/strong><\/h2>\n\n\n\n
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![\"\"](\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/12\/imnl.png\")
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#4 Paperflite<\/a>: The Non-Salesy Approach to Content Marketing<\/strong><\/h2>\n\n\n\n
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![\"\"](\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/12\/image-4.png\")
#5 Kissflow<\/a>: The Educational Approach to Content Marketing<\/strong><\/h2>\n\n\n\n
#6 WebEngage<\/a>: The Diverse Approach to Content Marketing<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/12\/image-5.png\")
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That One Indian B2C SaaS Brand That B2B Brands Can Learn from<\/strong><\/h2>\n\n\n\n
6. Fi <\/a> \u2013 \u201cThe Humorous Approach to Content Marketing\u201d<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/12\/image-10.png\")
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<\/figure><\/div>\n\n![\"\"](\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/12\/image-13.png\")
In Closing, We Would Like to Say<\/strong><\/h2>\n\n\n\n
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