Create Original Content Consistently with These 5 Tips

Competition is high in the SaaS industry, so you need to create original content if you want to win your prospects’ attention and stand out as a thought leader. Regurgitating the same topics as everyone else simply won’t cut it. Here are 5 tips to help you get started.

Competition is high in the B2B SaaS industry, which makes it all the more essential to create original content consistently. If you want to win your prospects’ attention and stand out as a thought leader, regurgitating the same topics as everyone else simply won’t cut it. You need to share your unique perspective.

Nearly 4.5 million blog posts are published every single day. In an ever-growing sea of content, your SaaS blog posts, case studies, ebooks and white papers need to be both interesting and helpful to your audience (not only shiny and new) to be successful.

Why it’s so important to create original content consistently

Creating original content consistently can benefit your B2B SaaS company in multiple ways. Let’s dive into 3 specific examples:

1. Driving traffic to your website

Producing fresh, new content is an excellent way to drive traffic to your B2B SaaS company’s website through organic search. When you create original content that is properly optimized for search engines, with meta descriptions and relevant keywords throughout each piece, you’ll have a better chance of driving more traffic to your site and increasing leads.

2. Raising brand awareness

Top of the funnel content, such as blog posts and ebooks, can help grow your SaaS company’s profile among your target audience. Increasing brand awareness with high quality, educational content that takes a unique angle on a subject has the potential to directly impact your lead generation efforts as well. In fact, 72% of marketers report that when they create original content consistently, it helps them generate more leads.

3. Driving conversions and sales

It’s also crucial to create original content such as case studies and white papers for leads at the bottom of your funnel. These types of content assets dig deep into how your B2B SaaS company solves specific problems, and are particularly effective when it comes to positioning your products and services as the ideal choice for a prospect who is evaluating multiple vendors.

How to create original content: 5 tips

You now understand why it’s important to create original content for your SaaS audience. It’s time to walk through the process of actually producing this content. Here are 5 tips to help you get started:

1. Ask your audience what they want

As a SaaS marketer, it’s fairly safe to assume your prospects and customers want to consume content that helps them learn something or solve a problem. However, to create original content successfully, you need to dig deeper. Perhaps your company sells cybersecurity products. Browse online forums such as LinkedIn groups to find out what specific questions people are asking related to cybersecurity, or what challenges they’re experiencing, then create content that addresses those topics.

2. Look for gaps to fill

Review your competitors’ SaaS content to find out what they’re writing about and what they’re not covering. If you see an obvious gap, this is your opportunity to put your expertise to work and generate engagement with your audience around a new subject. If you can’t identify any gaps, think about how you could improve upon your competitors’ existing content. For example, your competitor may have published a post on 5 questions to ask your software vendor. Expand upon that and create an ebook with 10 questions and a guide to starting the conversation.

3. Share your company’s perspective

Part of knowing how to create original content includes putting your B2B SaaS company’s philosophy into words as it relates to relevant topics. Stay up to date on current events and look for opportunities to blog about them. Are you a female-led SaaS business inspired by the Bumble IPO? Share your thoughts on how women are shaping the industry. This type of content can help build strong connections with your audience.

4. Tell compelling stories

People want to read stories about other people—not about how great your company is. That’s why you need to create original content that makes your SaaS customers the heroes in your stories. Not only does this type of storytelling show you truly care about your customers’ success, but it also demonstrates that you have the means to get them killer results, which is sure to perk up your prospects’ ears.

5. Try different approaches

Measure the performance of your content and experiment with different formats such as lists, how-to guides and expert interviews to see what resonates most with your audience. Trends change frequently, so it’s good to be aware of them—but always stay true to your SaaS company’s brand rather than hopping on a bandwagon just for the sake of getting involved.

Stumped on content topics?

Download Uplift’s content idea generator to learn the 9 questions you should ask yourself in order to figure out topics you can use to consistently create original content that drives revenue for your SaaS company. The tool includes examples of how other SaaS marketers have answered the questions, as well as tips to help you conduct solid research.

How to Update Blog Posts So They Perform Better for B2B SaaS

The pressure to create fresh, new B2B SaaS content can seem relentless. Knowing how to update blog posts can help you save precious hours (and dollars)—and give your old B2B SaaS content new life—while boosting click-throughs and conversions.

As a SaaS marketer, the demand for fresh, new content can seem relentless. But the good news is that you don’t have to start from scratch every time you publish a piece of content. Having a SaaS blog strategy and knowing how to update blog posts strategically can save you precious hours and give your old B2B SaaS content new life.

In this article, we’ll dive into how to select which posts to refresh, as well as the process of how to update old blog posts to boost the underperformers.

Updating your old blog posts: Why it’s important

Updating your blog posts has several benefits that will make your life easier as a SaaS marketer. Let’s explore 3 main advantages.

1. Less effort (and cost) than writing a new post on a new topic

Don’t just write your blog posts and then forget about them as soon as you hit ‘publish’. This churn-and-burn approach to content marketing is time-consuming and expensive. By learning how to update blog posts, you’ll ensure more of your prospects and customers see the content you produce, maximizing your marketing efforts.

2. Potential for higher search rankings

If you want your B2B SaaS content to land on the first page of Google’s search results, you’ll have better luck landing that coveted spot by boosting a blog post that already ranks, as opposed to publishing an entirely new post.

Do a content audit every quarter to see which of your posts are performing well, and which are lacking results. When you know which blog posts are the best candidates for improvement, you can optimize them for higher conversions rather than recreating the wheel.

3. Filling the content idea gap

Even the savviest SaaS marketers run dry of content ideas on occasion—so you’re not alone if your eyes glaze over when you try to frame the same topic in a new light for the 10th time in a row. Understanding how to generate topic ideas and how to update old blog posts when your tank is low are the keys to climbing out of a content rut.

How to update blog posts: the selection process

We’ve covered why updating blog posts is so important, but how exactly should you get started?

1. Identify keyword ranking issues

If you’re wondering how to update blog posts to increase organic traffic to your website, a good place to start is by checking to see how your posts are ranking for their primary keyword. If a post is performing well in search rankings (for example, in one of the top three spots), leave it alone. If you change the primary keyword at this stage in the game, you risk causing your post to drop in the rankings.

However, if your blog post isn’t ranking well for its primary keyword (for example, if it’s not on the first page of the search results), review your keyword research to find a better fit.

2. Focus on blog posts with backlinks

Knowing how to refresh blog posts goes beyond simply identifying posts that rank poorly for their primary keyword. Once you’ve gathered that initial list of posts, drill farther down by finding the blog posts that have garnered a few backlinks from other websites.

By focusing on both authority (backlinks) and relevance (keywords) in your optimization efforts, you’ll be able to hone in on the best posts to update to increase organic traffic to your website.

3. Look for posts with low click-through rates

If click-throughs from the search results to your blog posts are low, this signals room for improvement. Edit your meta description to make it more action-oriented and benefit-driven by highlighting what the reader will gain from clicking through to the content.

How to update old blog posts: top 5 tips

1. Review top ranking pages

Getting to know your competition is an essential part of learning how to update blog posts. Peek at the pages that rank in the top 3 spots for your primary keyword to see what those posts do well, then consider emulating those elements. This may include fleshing out your post so it’s more informative, or adding content where there are gaps that other posts cover, but yours doesn’t.

2. Add the year to the blog post title

Posts with the year in the title tend to have higher click-through rates because they indicate fresh, new content, which sparks readers’ interest. Don’t just stop there, though. Add “Updated March 2021:”, for example, to the beginning of your blog post body section to show readers (and Google) that the post has gotten a makeover. 

Updating a blog post isn’t just slapping a new date on it. Ensure any statistics in the post are as current as possible, too.

3. Update the metadata

In addition to rewriting meta descriptions to drive higher conversions, you can also update the title tag of your blog post to make it more compelling. Wait to do this until you’ve reviewed the top-ranking pages for your primary keyword so you know what you’re up against.

4. Answer common questions

Understanding how to fresh blog posts involves tailoring your posts to deliver the information your readers want to know. Take inventory of common questions your B2B SaaS company receives on a topic, then aim to answer those questions in the blog post.

5. Double check backlinks

Be sure not to strip your blog posts of content that helped you garner backlinks in the first place. “Before rewriting your post, it’s best to check its backlink profile to see how it earned its existing links,” suggests Ahrefs.

6. Check the call to action

Ensure you’re using a call to action (CTA) that will resonate with your intended audience. To find out which ones work best, see 12 CTA examples from B2B SaaS companies like ServiceNow, Zendesk and Snowflake.

Stumped for blog post topics?

You’re now ready to update old blog posts like a pro. But, you’ll still have to create new B2B SaaS content regularly. Download Uplift’s content topic generator worksheet to make the ideation process a breeze.

Content Idea Generator: Must-Have Tool for B2B SaaS Marketers

Discover 3 ways Uplift Content’s content idea generator tool can help you take the legwork out of finding relevant and valuable SaaS content ideas.

SaaS marketers face ever-increasing pressure to produce high quality content that educates and engages their prospects and customers. Although worldwide content consumption is on the rise, sometimes content creators’ inspiration for new stories to tell simply runs dry. Enter the content idea generator tool. 

In this post, we’ll cover 3 ways a content idea generator tool can help take the pain out of brainstorming new content topics and bolster your B2B SaaS marketing efforts.

3 ways a content idea generator tool can help

Producing great content is a mission-critical task for every B2B SaaS company to drive leads and sales. Leveraging tools that can help you come up with new topic ideas is a wise move for SaaS marketers because it can help make the ideation process a breeze.

Content idea generator tools are designed to help take the heavy lifting out of finding topic ideas for blog posts, ebooks and white papers. These tools enable you to quickly and easily come up with topic ideas that your prospects and customers will find valuable and relevant—setting you apart from other SaaS companies in your market. 

Here are 3 ways a content idea generator can help you:

1. Identify your content goals

Before you decide on a content topic, you need to understand the purpose that piece of content will serve, and the impact you want it to have on your audience. For example, you may want your audience to register for a webinar, or book a product demo after reading your content. A content idea generator is designed to help you get clear on your goals, which should always align with your high-level business objectives.

2. Ensure your content speaks to your audience’s pain points

A content idea generator can also help you think deeply about your target market’s challenges so you can produce content that directly addresses these pain points. By showing your audience that you understand their problems and priorities, your content will have a better chance of meeting your goals.

3. Leverage existing content for greater efficiency

Creating content shouldn’t mean recreating the wheel. A content idea generator is designed to encourage you to review the content you already have before you produce anything new. The tool will remind you to check your analytics to see which pieces of your existing content are performing the best.

Download our content idea generator worksheet

Coming up with creative content topic ideas can be a challenge, but with a little structured guidance, you can master the process. Uplift’s content idea generator worksheet was designed to walk you through brainstorming killer SaaS content ideas in a fun, relaxed way—as though we were all on a Zoom call together. (Cue your best virtual background!)

Download the content idea generator to uncover 9 questions you need to ask yourself so you can create original content that generates leads and sales. The worksheet also includes examples of how other SaaS marketers have answered those 9 questions, as well as tools to help you nail the research process for topic ideas.

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