Is B2B content marketing just about posting a couple of blogs and calling it a day?
Well, unfortunately, most companies think this is true, and ultimately their content efforts go to waste.
Want to avoid sticky situations like these? Here’s a quick story that shows you how B2B content marketing is really done – especially if you’re a company that has been creating a lot of content that is somehow not reaching your target audience on any platform.
About the SaaS product
The SaaS company is an HR-tech solution that helps organizations with hiring, recruitment, onboarding, employee engagement and retention with the help of automations and artificial intelligence. The product is focused on helping organizations improve employee experiences at scale.
The Challenge
The product was one of the first movers in the HR-tech industry and had focused on creating a a lot of content for their target audience. But as they grew, they started to create content that was a broad match to their product capabilities.
While this led to an initial increase in their organic traffic, they soon started to plateau and their returning visitors decreased – this was due to topics that did not specifically cover their expertise and having multiple content pieces on the same topic, was leading to keyword cannibalization.
TLDR; their increased and scattered content efforts were canceling themselves out and it was time to focus on content optimization. And this required revisiting their B2B content marketing strategy.
Our Approach
Once we understood the product and the potential use cases, we altered our approach, and instead of creating more blogs, we spoke to their sales and support teams to really understand their core value proposition, on-ground real use cases and examples. This helped us evaluate the understanding of the product amongst their existing and potential customers.
We found that “Employee Onboarding” was their most commonly used feature by brands, along with “Employee engagement surveys.” After validating with keyword research, we identified 5 core pillars for their new content marketing strategy:
- Employee Onboarding
- Employee Offboarding
- Employee Engagement
- Employee Retention
- Industry Trends
After documenting the pillars, defining which features will fall under each and shortlisting the keywords, we moved to conducting a thorough content audit.
The content audit was targeted at reducing keyword cannibalization by implementing the logic of – refresh/ update, combine and remove on all the content pieces published.
The goal was to be able to categorize the blogs into new pillars and also remove redundancy to create streamlined resources for their target audience.
