How original content builds trust and converts visitors for B2B SaaS
Embracing original content gives your marketing the edge
In today’s competitive B2B SaaS landscape, creating content that merely explains your product’s features won’t be enough to drive high-quality traffic or build strong customer loyalty. Instead, B2B buyers want content that offers expertise, insight, and value beyond the product. That’s why a B2B SaaS content strategy is key to winning customers.
By focusing on original, authoritative content, you not only attract your audience but you also position your brand as a go-to resource for industry thought leadership. Here’s how you can use original content to create trust, deepen customer relationships, and, ultimately, convert visitors into loyal users.
The power of original content in a B2B SaaS content strategy
When B2B buyers are considering a new SaaS product, they aren’t just looking for features—they’re looking for a company they can rely on for expertise, innovation, and ongoing support. By establishing yourself as a thought leader, you become the trusted expert they turn to for insights and solutions. Instead of selling outright, thought leadership draws in buyers with relevant, in-depth discussions on industry pain points, emerging trends, and practical advice.
1. Establishing trust through thought leadership
When potential buyers explore new SaaS solutions, they seek more than just product features: they look for reliability, industry insight, and forward-thinking companies that can help them stay ahead. By positioning your brand as a thought leader, you differentiate your solution from competitors and provide genuine value.
Example
Let’s look at HubSpot‘s B2B content strategy. HubSpot helps B2B companies with inbound marketing. The company publishes content on marketing, sales, and service automation. HubSpot’s articles, webinars, and ebooks established the company as an authority on inbound strategies, attracting thousands of leads who valued their expertise.
This consistent flow of valuable content helped HubSpot build trust, making their brand synonymous with inbound marketing before customers even tried their products.
Takeaway: To establish your own thought leadership, focus on the key pain points in your industry and deliver solutions in a digestible format. Regularly share insights on emerging trends, practical advice, and actionable strategies relevant to your audience’s needs.
2. Select the right content formats for maximum engagement
While blogs are excellent for diving deep into industry topics, B2B audiences respond well to a variety of content types, including video, infographics, and downloadable guides. Here’s a closer look at some formats that resonate with B2B SaaS audiences:
- In-depth blog posts and guides: Create cornerstone pieces that delve into essential industry topics. Make these posts evergreen so they continue to provide value over time.
- Case studies and success stories: Use real-world examples of clients who have benefited from your solution to add credibility and tangibility.
- Videos and webinars: Videos can showcase product features in action or share expert insights in a webinar format. These work well for SaaS buyers looking for in-depth demos or discussions.
- Infographics and visual summaries: Visual content like infographics or comparison charts can summarize complex information quickly and effectively.
Example
Slack uses case studies and success stories to showcase how different companies (from startups to Fortune 500 enterprises) use their communication platform to improve productivity.
By sharing these varied case studies, Slack provides relatable examples for its diverse audience, each demonstrating the flexibility and effectiveness of the product. This approach has helped Slack build trust with potential clients who want to know how the platform might solve their own specific challenges.
Takeaway: Use a mix of content types to cater to different preferences and decision-making stages. By mixing up your B2B SaaS content strategy with variety, you can increase the likelihood of connecting with a broader audience across multiple channels.
3. Empower brand ambassadors to share authentic perspectives
One of the most valuable content resources you have is your team. A great way to enhance your B2B SaaS content strategy is to have your team help.
Encourage employees to share their expertise, perspectives, and unique roles within the company to humanize your brand and provide authenticity to your content. When employees contribute insights directly related to their experiences, they offer genuine perspectives that resonate with prospects.
Example
Salesforce enables its employees across departments to contribute to its blog and social media channels. The topics range from software development insights to sales tips, and all of the content is presented in an authentic voice.
By empowering employees to become thought leaders, Salesforce’s content strategy reflects the depth and diversity of its team’s expertise.
A case study approach to build trust
Let’s say you’re a B2B SaaS company specializing in HR software. By inviting your product managers and customer success team to share insights, you might publish an article on “How HR Software Can Transform Employee Engagement in Remote Work.”
A customer success representative could discuss real feedback from clients, creating content that is both informative and grounded in real-world application. This content offers prospects a credible, firsthand perspective on your product’s effectiveness.
Takeaway: Include employee perspectives in your B2B SaaS content strategy. Enable employees to contribute their expertise, which adds authenticity and variety to your content, showing prospects the human side of your brand.
4. Stay consistent and high-quality for long-term success
Consistency is key in building trust. Irregular posts may leave the impression that your brand is inactive, or worse, unreliable. By maintaining a consistent schedule, you convey that you’re invested in your industry and in providing regular value to your audience.
But consistency isn’t only about frequency; it’s also about ensuring each piece is high-quality and relevant.
Example
Intercom is a messaging platform for customer support and engagement. The company consistently publishes blog articles, ebooks, and research papers that are well-crafted and data-driven.
By offering insights on a regular basis, they keep their audience engaged and strengthen their position as a trusted authority in the customer messaging industry.
5. Drive results with a clear call to action and measurable outcomes
Every piece of content should have a clear purpose and an actionable next step for readers. While it’s important to focus on offering value, every article or guide can also subtly guide the reader toward the next phase in their buyer’s journey, whether it’s downloading a more detailed guide, attending a webinar, or booking a demo.
A practical example
For example, if you publish a blog post titled, “10 Ways to Improve Onboarding with SaaS Solutions,” think about including a call-to-action that invites readers to download a detailed checklist on onboarding best practices.
Not only does this provide extra value, but it also encourages readers to take a step closer to trying your product or engaging with your team.
Takeaway: Make your content actionable by providing clear next steps, which help move readers through the decision-making process and closer to a conversion.
By focusing on these strategies, your B2B SaaS content strategy can go beyond simply driving traffic and become a vital tool for building long-term trust and authority in your field.
This level of dedication to content is what helps companies stand out in competitive B2B markets, not just as providers but as reliable partners and industry leaders.
