As your company expands, adapting your content according to the marketing funnel becomes crucial. Because of the increased demand and visibility, adjustments are necessary in order to address the perfect potential buyers for your SaaS services.
To maintain a precise marketing organization throughout your SaaS sales cycle, you need to segment your entire content according to your marketing funnel, which consists of creating content crucial for each funnel.
Content segmentation offers many advantages for your SaaS company since it can significantly impact each funnel stage, enhancing your marketing strategy. The ultimate goal is to create tailored content for each stage in order to guide potential buyers further down the funnel and closer to conversion.
In this article, you will be able to see which content type is the best for every stage of your SaaS marketing funnel. However, first, we will address the crucial question, what is actually a content marketing funnel?
Let’s begin.
Table of Contents
What Is A Content Marketing Funnel?
A content marketing funnel is a representation that helps you visualize how to use content to attract potential buyers and guide them through their buyer journey from the first interaction to conversion into an actual buyer.
The usage of different types of content to engage and convert potential buyers is what is precisely addressed when analyzing and building a content marketing funnel through content segmentation, and here are the three crucial stages.
Top of the Funnel – Sparking an Interest / Awareness Stage
The top of the funnel is the beginning of the buyer’s journey when people aren’t ready to purchase and have never heard of your services.
The ultimate goal is to attract their attention, make them interested, offer the most suitable answers to their search queries, and introduce them to your SaaS business.
Some of the best metrics to measure the SaaS SEO success of this marketing funnel include the following:
- Organic and total traffic
- On-site engagement – time spent on a page and bounce rate
- Social Media engagement – likes, shares, and comments
- Social Media and Newsletter subscriptions
The most efficient content for the top of the funnel is more educational and should provide value since it helps drive potential buyers toward your SaaS website. Some of the types of content that provide the most value for this marketing funnel include the following:
- “How-to” Guides
- eBooks
- Infographics
- Landing Pages
- Checklists
Why?
For instance, guides can help a potential buyer find a solution to a particular issue and show them that you are an expert in this niche. And the main channel used in this stage for finding these types of content is organic search since they are still educating themselves; therefore, they search for information on Google and other search engines.
To attract and engage with potential buyers at this stage, you must educate the reader, provide valuable information, and spark their interest in your SaaS services.
Middle of the Funnel – Educating / Consideration Stage
The middle of the funnel covers the consideration stage, and the number of potential buyers interacting with your content slightly decreases. Don’t worry; this is a positive thing since, at this stage, potential buyers are more willing to interact with your content and learn more about your SaaS business.
Some of the best metrics to measure the success of this SaaS SEO success of this marketing funnel include the following:
- Number of Leads
- Organic Traffic
- Conversions
- Time Spent on A Page
- Bounce Rate
The ultimate goal is to walk the potential buyer through the initial idea via content segmentation to an in-depth understanding of how your SaaS services can help them solve their issues and needs.
The middle of the funnel is most often measured by the number of genuinely interested leads and considering purchasing. This marketing stage also generates the most traffic from organic search, and the most commonly used types of content include the following:
- Case Studies
- Advanced eBooks
- Catalogs
- Free Samples
- Customer Testimonials
- Expert Reviews
This content segmentation is most relevant for this marketing funnel since it’s more focused on the services because its goal is to help nurture the potential buyer into seeing the real benefits of your SaaS offers. So, at this stage, the content also has to trigger the prospect to engage more with your brand.
For instance, a case study can represent how your service has affected other buyers in measurable and effective ways; advanced eBooks will allow them to learn and consider your services even more; customer testimonials and expert reviews will show them your SaaS services are trustworthy, and so on.
Bottom of the Funnel – Conversion / Decision Stage
The bottom of the funnel, which refers to the decision stage, is the last one, and here the content can help you position your SaaS brand as superior to competitors, which leads to making potential buyers trust your SaaS services and finally make a purchase.
Some of the best metrics to measure the SaaS SEO success of this marketing funnel include the following:
- Conversion Rate
- ROI / ROMI
- Number of Payments
This content must answer precise questions about your SaaS services, and the most commonly used types of content for a successful SaaS SEO for this marketing funnel include the following:
- Product Overviews
- Success Stories
- Comparisons
- Alternatives
- Use Cases
Since over 90% of potential buyers make a purchasing decision based on reviews, buyer-generated and case-oriented content is most efficient for convincing a potential buyer to purchase.
There you have it, the best way to create content segmentation for your marketing funnel and achieve the best possible SaaS SEO results. By using content segmentation according to these three marketing funnels, you will target exactly the most suitable potential buyers and nurture them through their buyer’s journey.
Since SaaS SEO is a whole different game than general SEO, don’t underestimate the power of this content segmentation when you create your marketing strategy. If you don’t segment your content, you will lose a lot of time and money without significant results!
