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Content marketing is considered a fundamental strategy of successful B2B marketing. In fact, 93% of B2B marketers use content marketing as part of their ongoing marketing strategy. Particularly for software or tech businesses in the healthcare industry, SaaS marketing blogs are the cornerstone that holds a content marketing strategy together.
SaaS marketing blogs are so important because they are the primary channel for sharing content and the central point for the distribution of your message to your audience. Content marketing and healthcare marketing strategies are reliant on the blog because it provides many benefits and supports a breadth of parallel content marketing strategies.
Any SaaS content marketing agency worth its weight knows that conversion rates are nearly 6x higher for businesses that deploy content marketing as part of their growth strategy. However, the catch is that most of that success is dependent on the quality of their blog and how they deploy it in their content marketing strategy.
A high-quality and effective blog can have significant benefits for SaaS healthcare businesses such as:
SaaS marketing blogs are so effective for content marketing in the healthcare software industry because they address two major marketing challenges at once:
SaaS healthcare businesses typically serve a niche audience, which means that your SaaS content marketing strategy or agency needs to target a unique set of individuals who may be experts in their field or hold a certain industry perspective. For content marketing and healthcare software marketing success, you need to get into the mind of your B2B SaaS customers and learn how to cater directly to their needs.
A company's blog is the ideal platform to accomplish this. A SaaS marketing blog provides a space for an in-depth review of topics that are directly relevant to your audience's needs. Furthermore, blog content can be re-purposed and re-distributed across other channels such as social media or newsletters in order to expand on their impact and engage with prospects through multiple touchpoints.
Your content is only as successful as the audience that it reaches. Even if you create incredible content, but it never reaches your target audience, then its creation was a wasted effort.
Search Engine Optimization (SEO) is one of the most important elements to consider for any successful SaaS healthcare company blog. Implementing SEO keyword strategy ensures that your content is discovered by your audience online by making it more appealing to search engines.
Content that has been optimized for search engines is more likely to appear in search results and more likely to rank in a higher position for important queries by your audience. SEO helps you design your content to satisfy as many of the ranking factors as possible.
There are over 200 ranking factors used by Google to determine how to display their search results. Specific to blog content, there are a few factors that are most important to content marketing and healthcare software businesses. These would mostly be specifically related to page-level ranking factors such as:
There are dozens more to consider, plus add on a range of technical factors to consider such as site and page load speed, mobile & tablet optimization. Ultimately, all of these factors will affect the success of your SaaS marketing blogs, but the role of SEO is critical here.
A well-optimized, thoughtful piece of content will land your SaaS healthcare business a spot on the coveted front page of Google. From a content marketing and healthcare software marketing strategy perspective - this is as good as gold.
Imagine SEO like the process of a question-and-answer session between your company and your target audience. Your audience is asking a question related to their needs and related to the services you provide. They do this by entering a query into Google.
It's your job as a SaaS content marketer or healthcare marketing professional to answer their query. You do this by creating content on your SaaS marketing blog that responds to their search intent.
However, the challenge is that there are thousands of other healthcare or SaaS companies trying to answer that same question simultaneously.
How do you get your answer to the front of the line?
You do this by trying to create the best answer possible on your blog and then optimizing it like crazy for SEO.
But what if you are trying to reach different types of customers or prospects at various stages of the buying cycle?
You repeat this process for multiple sets of content that are specifically designed to answer the questions of people who are in that particular stage of their buyer's journey. This depth of coverage enables your SaaS marketing blog to provide answers to any buyer persona or step in the buying process, thus driving more people to your website through your blog content and SEO.
Ultimately, the most important SEO goal for any SaaS marketing blog is to increase the organic search traffic to your website. At Spot On, we’ve helped healthcare SaaS companies like yours rise to the first page for organic searches and realize over 1,600% increase in deals.
We can develop your SEO goals by understanding how blog content can best serve your audience. As part of the process of developing a content marketing and healthcare marketing SEO strategy, we will walk you through these questions to design a customized plan:
To understand how SEO-focused blogs can be one of your most effective marketing tools, let’s have a conversation.
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