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Top 10 Amazing & Proven Digital Marketing Strategies for SAAS Companies

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Top 10 Amazing & Proven Digital Marketing Strategies for SAAS Companies

Software as a service (SaaS) is a popular business concept growing in popularity. SaaS strategies will match the innovation found in these new offerings by 2022. While some SaaS growth hacking approaches may be derived from more traditional marketing methods, the whole SaaS strategy demands a rethink, considering how different SaaS marketing is.

The Covid-19 epidemic demands more and better business and collaboration solutions in the form of Software as a service.

People are migrating away from physical office buildings and interacting electronically, forcing businesses to adjust to rapid changes in how they do business and how their staff work in 2020.

While physical or in-person experience-based companies continue to struggle, virtual enterprises such as SaaS businesses — which provide everything from user authentication technologies to cloud infrastructure services — are balanced for growth.

Since the beginning of the pandemic, SaaS firms have witnessed a massive boost in client acquisition, and they expect this trend to continue for the foreseeable future.

At the very least, 2022 is the perfect year to fine-tune your SaaS marketing plan to acquire a more significant portion of the expanding industry. While marketers have previously focused on the latest experimental growth hack trends, the immediacy of the circumstance necessitates the employment of tried-and-true tactics.

The more your sales-ready message focuses on your ideal customer’s future state and how your SaaS marketing platform solves those concerns, the more likely your brand will stand out from the crowd and convert a website visitor into a free trial of your SaaS marketing platform. Learning all these nooks and corners for building a successful SaaS business is not possible without following a proven plan of successful marketing. Hence, for best results, try to join a renowned online digital marketing course and get the clarity to run a successful venture

If you haven’t already done so, now is a better moment than ever to get started and adopt techniques that will last.

What is SaaS marketing?

At first glance, a SaaS (Software as a service) marketing strategy appears to be no different than any other marketing strategy.

You have a product, your market and promote it, and then you want to sell it to many people. However, SaaS products are not the same as other products.

SaaS Marketing Strategy –

The marketing of a SaaS product is divided into two components.

  1. You must drive as much organic traffic as possible to your website.
  2. Then, you must effectively promote and demonstrate your service.

What makes SaaS marketing unique?

Check out the below five-pointers and decode them.

Are you too excited to know them all? Let’s go then…

1. The Product

When it comes to promoting a SaaS solution, product marketers must think outside the box. Your SaaS marketing plan should be straightforward, catchy and informative enough for the target audience to understand how the SaaS solution may address their problems.

2. Your Customer

A B2B or B2C organization will be the usual SaaS customer. The decision-makers in these companies should focus on your SaaS marketing approach. If your SaaS application, for example, allows you to track warehouse inventory levels, your marketing should target the heads of logistics at B2C and B2B businesses.

3. The Journey of your Customer

SaaS companies typically have lengthier sales cycles with many stages compared to other products. This method entails a longer customer journey, which traditional marketing may not always accommodate.

4. Competition

The SaaS product market is clogged up. First and foremost, fine-tune your business concept and brand. Second, use interactive and engaging information to your advantage. Digital marketing may assist your company in developing excellent content and addressing SEO optimization. To stand out from the crowd, you must first beat the crowd.

5. Pricing

While price strategy may not appear to be directly tied to marketing, it is an essential aspect of SaaS marketing. In the SaaS industry, pricing allows businesses to compete. To target B2C and B2B companies of various sizes, SaaS providers might use pricing structures and subscriber buyer personas.

Below listed are amazing and proven digital marketing strategies for SaaS companies to grow quicker in 2022.

1. Make Content Marketing a Priority

SaaS companies are uniquely positioned to use content marketing as an effective growth strategy.

Customers that are already looking for a solution to their problem on the internet are the most likely to adopt a new SaaS marketing platform. They frequently focus on facts and details more than the outcomes.

Today’s B2B SaaS marketing organizations take a far more systematic approach to aline relevant content to answer potential customers’ primary queries throughout the SaaS buying process.

This process shouldn’t be an issue for SaaS companies, yet it is all too often. Your most excellent SaaS marketing campaigns are ideally positioned to write as a thought leader on the topic if you’ve put in the effort to generate persona-driven content that speaks to relevant pain areas.

You should already know what questions ideal consumers are asking because you analyzed their pain areas and produced a solution that helps them address their specific problems.

2. Pay attention to Search Engine Optimization

Search engine optimization (SEO) is a complicated process involving content marketing and SEO. The basic concept is straightforward. A website must be tailored and tweaked to appear as high as possible on search engine results pages.

While optimizing your blog entries for relevant, high-value keywords is critical, you should also assess your complete website for SEO. It’s crucial to realize that SEO for SaaS platforms has the potential to generate leads into your sales funnel naturally, without the use of adverts.

From that perspective, the ideal long-term goal of SEO is to improve ranks to the top three spots on Google search so that your SaaS firm won’t have to pay for ads for those specific search phrases.

Explore techniques like generating referrals and creating high-quality links to boost your domain authority.

 Rather than making assumptions, rely extensively on A/B testing studies to gain information and visibility that will help you make data-driven decisions supporting your more extensive content SaaS b2b marketing plans.

3. Fine-tune your PPC campaigns

Do you understand what your Google ad quality rank is? If not, it would end up costing you a lot of money.

Consider a Paid Per Click campaign if your SEO rankings and content marketing strategy aren’t generating enough organic search traffic and leads.

Ensure you’re utilizing the proper keywords, long-tail keywords, and variations to get your links in front of the relevant individuals at the lowest possible cost-per-click.

A B2B SaaS marketing plan should include PPC vs SEO, which means the SEO efforts can help you get top ranks for your top-performing PPC keywords or phrases. Because they are wearing numerous hats within the SaaS firm, no in-house team member will do this effectively.

Ideally, the SaaS platform should look at engaging conversion rate optimization-only SaaS marketing agency at this point. If your SaaS company does not provide a convincing value proposition to potential clients, then your ads may not perform. Due to this, they may opt to sign up on a competitor’s platform instead.

4. Provide free software-as-a-service trials

Allow potential buyers to test out your offering, and this depends on the specific services you’re offering. SaaS companies are unique in using free trials, as new customers can help move the needle in recurring revenue.

There are no shipping or return shipping charges; therefore, this SaaS customer acquisition technique has very minimal risk. Lead conversions to paid SaaS subscriptions may occur without further effort if the product is a good fit. Due to this, there is a chance to highlight your goods and your customer service and support.

After a trial period has ended, you can reach out to gather valuable insights about their likes and dislikes while they tested your SaaS platform and peeked beneath the hood.

This information is invaluable to your product team and your sales and SaaS marketing teams.

5. Take advantage of SaaS review sites

As customer confidence in online reviews remains stable, the number of SaaS review sites expands. You might discover that potential consumers are using these websites for hunting for software solutions.

As a result, you’ll want to ensure that your solution is well-represented on those websites. If this hasn’t already been a part of your SaaS growth strategy, make sure you’re listed and well-represented.

Getting a positive review on a review site will increase traffic to your website. It’s worthwhile to get your business included on as many review websites as possible. Having a presence on multiple sites helps establish social proof and convince potential clients of your company’s viability.

6. Referral Marketing

Referrals are one of the most valuable strategies to acquire new clients in SaaS marketing, as they are in every other marketing. Customers/users will go to extraordinary lengths for a free month of service or even introduce it to their friend or coworker.

A long-term customer who enjoys your SaaS platform is primed to ask for referrals. Find modes to encourage your current SaaS customers to spread the word, whether through free premium features, subscription discounts or a full-fledged SaaS referral programme.

7. Make it simple to sign up for SaaS.

When it comes to signing up, you should make it as simple as possible. Your website has been designed for marketing your service and making it sound attractive. You’ve executed successful marketing campaigns and attracted visitors to your website.

It’s essential to make signing up as quick and straightforward as possible. If you want your clients to get started asap, offer them a free trial.

Too many upfront steps in your SaaS marketing strategy can disrupt the process, especially if the consumer isn’t fully committed to your solution.

Examine your signup procedure to determine if there are any methods to streamline or shorten it so that they can start utilizing your product right away.

Make sure your onboarding procedure is straightforward.

It’s a no-no to have a long and complicated signup form. Even if the customer/user intends to join up, people frequently abandon these when confronted with lengthy signups. Don’t ask for the information necessary for registering a new customer. Give those potential clients as few reasons as possible to change their views.

8. Fine-tune the call-to-action button

Examine your overall marketing plan. CTA’s like Try for free or 10% off is one of the most reliable ways to attract more. Based on that, define the steps you want your visitors to do after visiting your website.

After that, double-check that your CTAs are clear and visible in all the correct places on your pages.

Make sure the request is evident, whether you want visitors to join up for a free trial, make a purchase, download a white paper, or subscribe to your newsletter.

9. Limitations of Customer Choice

Indeed, you want to provide your SaaS consumers with as many options as possible? No, not at all.

It is preferable to restrict the number of options available because this streamlines the decision-making process. Users can choose from a variety of features in their Software. There are just four different plans to choose from, each with its value offer. Mailchimp, an email marketing software platform, is a great example.

Customers can see what each one has to offer and choose between them – as, with so many things in business, simplicity pays off.

10. Always be willing to change.

These SaaS marketing methods are intended to generate more high-quality leads and SaaS customers.

But keep in mind that in high-churn industries like SaaS, the market is continually evolving, so your team needs to stay on top of SaaS marketing trends and focus on client interaction to reduce churn.

Overview: How to Market and Sell Your Service:

SaaS marketing is to convert site visitors into paying clients. This method may seem easier said than done if you don’t have an actual thing to sell.

However, here are pointers to help you improve this aspect of your digital marketing strategies for SAAS companies:

  • Strategize your content
  • Keep track of Search Engine Marketing results
  • Don’t give your customers too many options.
  • Don’t be stingy with your price.
  • Provide free trials.
  • Align and make the signup process easier for your visitors.
  • Improve the user experience
  • Introduce special offers and discounts.
  • Make use of clear CTAs (call-to-action)
  • Take advantage of referrals and reviews  
  • Spend time in PPC

Conclusion- Planning for the Year 2022

SaaS organizations are no strangers to technology advancements, and in 2022, thanks to innovations sparked by the epidemic, SaaS marketers will see brands connect with shoppers in new ways.

The techniques mentioned above must be carefully designed and implemented to produce results. However, the essential thing to remember is to prioritize strategies that will increase your organization’s online presence and not be scared to use new platforms and capabilities.

Marketing takes a multi-pronged approach more than ever — purchasers are more aware.

As a result, they require a rising number of touchpoints until they contemplate possibilities, let alone picking which one to purchase. You can establish confidence, value, and authority in your brand by employing the tactics listed above and guarantee that your SaaS product is front of mind during the buyer’s journey and throughout your customer’s lifetime.

We hope you found these Digital Marketing Strategies for SAAS Companies helpful. If you are interested in starting a venture, check out Digital Scholar 3 months online digital marketing course. Also, Please share which strategies you have implemented and how they have worked for you.


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How Does Success of Your Business Depend on Choosing Type of Native Advertising?

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How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.

The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.

What is native advertising?

When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.

Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.

How does native advertising benefit your business?

An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:

Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.

Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.

Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.

Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.

Types of native advertising

Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.

  • In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
  • Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
  • Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
  • Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
  • Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.

Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.

How to create a workable native ad?

Consider these 5 steps for creating a successful native advertising campaign:

  • Define your target audienceUsers will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
  • Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
  • Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
  • Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
  • Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.

Key takeaway

Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.

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OpenAI’s Drama Should Teach Marketers These 2 Lessons

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OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.

No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.

But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?

Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?

Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:

For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.

We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.

Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.

Let’s have Robert explain.

The right structure and governance matters

OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.

That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?

That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.

First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.

Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use. 

Big platforms do not become antifragile just because they’re big

Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.

It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.

In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.

With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)

They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.

The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?

Why you should care

With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.

They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)

They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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The Complete Guide to Becoming an Authentic Thought Leader

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The Complete Guide to Becoming an Authentic Thought Leader

Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.

Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.

Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.

Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.

Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.

5. Establish communication channels (How)

Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:

Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.

Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.

Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.

Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.

Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.

6. Think of thought leadership as part of your content marketing efforts

As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.

Think of it as top-of-the-funnel content to:

  • Build awareness about your brand

  • Highlight the problems you solve

  • Demonstrate expertise by platforming experts within the company who deliver solutions

Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.

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