Sales Content Performance
The top 10% of SaaS blogs generate more than 45 thousand organic visits per month. If this number sounds like an unachievable dream to you, you’re not aware of the power of engaging content. Consistently publishing informative articles, social media posts, whiteboards, and case studies can help you reach 45 thousand and more.
You can use such engaging content for various reasons, and one of these is to generate demand by creating buyer intent. Content with this goal is called Sales Content. To learn more about the importance of Sales content for SaaS, how you can measure its performance, and the metrics you should be using, keep reading.
What Is The Importance Of Content In SaaS Sales?
There are several reasons why Sales content is so efficient. These reasons include:
- Increasing brand awareness and trust
When you publish content about your tool or your industry, searchers who come across your content become acquainted with your brand’s name. This is especially true if you create content for each stage of your SaaS sales funnel. If you educate someone on SaaS when they’re at the awareness stage of their journey, they’ll remember you as a knowledgeable and trusted name in the field. This makes them more likely to revisit your site and look at it from a buyer’s perspective when they go down the funnel.
2. Increases engagement
Sending plain ads without any information is not productive. Constantly talking about your tool is going to get you only so far. The only way of getting people to care about what you have to say is to show them that you have valuable information for them. When people know that your emails have essential facts and figures, they’re more likely to open them and then click on your CTAs.
3. Helps customers better understand your tools
Your content will also be about your products: you’ll have comparison posts, use cases, case studies, the list goes on. Just keep in mind that you shouldn’t make this content sales-y and only go on to talk about the wonderful things your products can do.
You can incorporate your sales content into your onboarding process, use case studies to explain the usage of your tools, and more.
Key Questions To Measure Sales Content Performance
Do reps have the content they need?
Sales reps need access to content about your products. They need up-to-date case studies, educative posts, and articles about your new features. Why? Because at any given moment, a customer could request more information about your tool, or your sales team may be presenting your products to new prospects.
But what happens instead is sales reps spend lots of time and effort on finding the right content for the right time, and in the end, they give up on searching altogether. Instead, they keep a few pieces of old content on the go to keep reusing. It’s easy to predict that old content won’t do the trick when your sales reps inform prospects about your constantly evolving products.
So, one of the main questions you should be asking is, “Do my sales reps have the content they need, and are they able to access it easily?”
Is the content up-to-date?
You’re constantly updating your products to keep up with the market’s demands and your competition. You should be doing the same thing for your content. However, being up-to-date isn’t only needed to sell more to prospects; it’s also crucial for SEO. Search engines favor new content more, meaning that your fresh posts are more likely to rank in the first pages. This is important because your sales content can only create buyer intent if it reaches the buyers.
Does the content help prospects better understand the product?
Customers will be satisfied if they have realistic expectations, and this can only happen if they truly understand your product. Informing prospects about your products with your sales content enables them to understand whether your tool is a good fit or not. This means that you don’t spend hours trying to convert a lead who wasn’t looking for a product like yours. It also means that the leads that do convert to become customers with high engagement because they knew how your product could help them.
Does the content help us build trust?
Trust is vital for SaaS because you’re selling intangible, online products, and you’re trying to continue selling each month while customers pay for their subscriptions. If your content improves your reputation in the industry, it’s helping you gain the trust of new customers. You can understand if this is the case by the frequency with which your content is shared and the number of comments it gets.
Key Metrics To Measure Sales Content Performance
One of the most fundamental metrics is the number of views your posts get. While the number of views or downloads may seem like a vanity metric, they help you measure sales content performance in two ways.
- Views help you measure the effectiveness of your headlines and descriptions:
The first thing that gets a reader’s attention is these two aspects. If you’re sure of your content but it’s still not getting viewed, the problem may be in your titles. Using words of urgency like “now” or phrases that incite curiosity like “the secret to” or “how-to” will increase your views.
2. The number of downloads shows that your content contains valuable information.
A high number of downloads shows that viewers found vital information that they wanted to go back to in your sales content, which is a plus. This means that they’ve signed up, you’ve got their email, and they’re interested.
By using the right attribution tools and software, you can determine the revenue brought by each piece of sales content. This is a good KPI for sales content because you can understand if your article made a strong case about your product’s usefulness (strong enough to convince a lead to become a customer.) Or, you can see if the impact it made was long-lasting so that the reader returned to your tool and became a user with a high LTV.
HockeyStack lets you uncover all touchpoints and their contribution to sales 🙂
Closed Won Deals Using Content
If your content leads to a high number of closed won deals, you can be sure that it reached your ideal customer profile. If your audience doesn’t have the proper budget, if your tool isn’t directly addressing their needs, even the most effective sales content won’t convince them. This is the case because only the visitors who are likely to buy will reach the purchasing stage.
Customers don’t want to spend hours comparing your tools to other tools. They don’t want to search for the ways they can use your product, and they don’t want to wait for your sales rep to send them up-to-date information. That’s why you need effective Sales content ready and accessible for all the members of your SaaS marketing team. This content will help you increase traffic, generate brand awareness, trust, and, finally, more revenue.
Yes: by getting you more awareness and increasing organic traffic, content helps you generate demand and drive sales.
Content performance is the success of your content based on the engagement, traffic, leads, and revenue it generates.
The content impact is measured by metrics such as the number of views, influenced revenue, and closed-won deals.