Updated June 2020: As a SaaS marketer, you need to focus both on developing long-term strategies, and finding ways to gain ground by quickly reaching large numbers of prospects with meaningful content. Staying up to date on B2B content marketing statistics can help you decide where to direct your efforts.
The following 5 content marketing stats point to solutions that you can implement immediately to deliver big gains for your B2B SaaS.
Use these B2B content marketing statistics to inform your strategy
1. Content marketing yields 3x more ROI than outbound marketing
Content marketing generates over 3 times as many leads as outbound marketing and costs 62% less. – Convince&Convert
Determine the ROI of your content marketing efforts and showcase their value by tracking a few key metrics, such as direct traffic to your website, social media engagement and search volume.
Quick win: Explore Uplift Content’s proven formula to measure content marketing ROI for brand awareness.
2. Over 80% of tech content marketers use case studies
Case studies are more popular with #tech content marketers than with B2B marketers. 82% of tech marketers use them vs. 69% of B2B marketers overall. – Content Marketing Institute
These B2B content marketing statistics don’t lie—case studies are a popular tool for good reason. They help educate prospects—in your customers’ own words—about the power of your products and services. Case studies require commitment to produce, but they’re well worth the effort.
Quick win: Learn 7 strategies to overcome common case study creation challenges.
3. Nearly 90% of consumers want brands to share more video
87% say they’d like to see more video from brands. – PR Daily
If video is not yet part of your SaaS content strategy, the B2B content marketing statistics indicate that you should strongly consider making this a top priority. Video enables you to share information with your audience in a dynamic, digestible way.
Quick win: Try using one of your existing blog post topics to talk about on video. Choose a post with high traffic and engagement.
4. Blogs are part of the journey for 71% of B2B buyers
71% of a B2B respondent pool stated they reviewed a blog while on their buying journey. – Convince&Convert
Educational blogs that connect with readers help show that your SaaS company has practical solutions to offer that can alleviate your audience’s pain points. The key to writing this type of content is to inform rather than sell, and show that you understand your reader.
Quick win: Include a call to action (CTA) on every post that guides your reader where you want them to go next.
5. Content creation is outsourced by 84% of B2B marketers
Source: Content Marketing Institute
B2B organizations are outsourcing a lot of their content marketing activities, as you can see by these compelling B2B content marketing statistics. Outsourcing is not only a lifesaver when your internal marketing team is swamped with projects, but it helps you avoid the cost of another full-time team member, giving you the flexibility to get an extra set of hands on a project when needed.
Quick win: Onboard your next B2B SaaS writer quickly and painlessly with our free customizable writer onboarding tool.
Nurture leads and accelerate sales
Now that you’re armed with useful B2B content marketing statistics, get an expert partner in your corner to help with next steps. At Uplift Content, we create done-for-you case studies, ebooks and white papers for B2B SaaS companies. Learn more about our content creation services.