Whether you are a small SaaS business owner or a giant in the software world, you undoubtedly have spent a lot of time ensuring your website is up-to-date and writing excellent content. In addition, there’s no doubt you utilize that content through blog posts, guest posts, social media, etc.
However, if you aren’t conducting content segmentation, you are not doing nearly enough, especially since the latest Google updates about search intent. Your SaaS SEO may have been perfect until now, but without content segmentation according to B2B SaaS buyer journey, the future is uncertain.
If you haven’t heard about content segmentation, don’t worry; I will explain everything in this article.
Let’s start with the essence, what is content segmentation?
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What is Content Segmentation?
Content segmentation is the process of organizing, writing, and designing content for each step of the buyer’s journey and addressing the precise needs of each purchase decision influencer and user.
Content segmentation allows you to target various types of decision influencers and end-users through different content based on their behavior and other factors.
This type of SaaS SEO approach is highly beneficial because it allows you to precisely target the perfect potential buyers at every stage of the funnel without wasting time on targeting many people who aren’t interested in your services in the first place.
That being noted, let’s see the precise content segmentation according to the three types of decision influencers.
Content Segmentation According to Decision Influencers
Even though now you know the different funnels and stages, the content segmentation work is far from done.
Why?
Because the crucial part is to understand further and segment the type of content, not just according to the buyer’s stage but also to the decision influencers and end users.
Decision influencers are employees who research various options before a final decision and purchase happen. End users are the ones who take action and make the final decision and purchase your services.
Logically, a decision influencer has the power to influence the decision-maker, and that’s why through content, you must address every type of decision influencer and maker to convince them your SaaS business is the perfect choice for their needs.
However, not every CEO is the ultimate decision-maker since, in some cases, they can be the decision influencer. So, how can you structure your content according to the different funnels and stages if the definition has to be precise?
I have the perfect solution for content segmentation according to decision influencers and end users. You segment the content according to three types of potential buyers:
- Champion / Buyer
- Decision Influencer
- End-User
Content Segmentation for Champion / Buyer
The Champion or Buyer is actually the decision maker who finally decides to make the purchase and use your SaaS services. Of course, this is usually a CEO or a CFO of a company, but not in all cases since not all function the same way, and it also makes a difference whether it’s a small or a big company.
The Champion / Buyer belongs at the bottom of the funnel, which is the conversion and decision stage. The content that resonates best with the Champion / Buyer includes the following type of content and pages:
- Comparison Pages (Competitor vs Competitor / You vs Competitor)
- Alternative to Pages
- Product Pages
- Case Study Pages
- Use Case Pages
- Free Consultation / Live Demo / Free Trial / Estimate or Quote Pages
This stage covers around 10% of the content marketing funnel, which is logical since there are only potential buyers who have decided to make a purchase.
The reason why this type of content is best to attract and convert leads is that in this stage, the Champion / Buyer is making comparisons between companies, between your SaaS company and others, looking for alternatives, studying products, searching for a case and use studies to see actual results, and requesting a free trial or consultation to test your services.
Content Segmentation for Decision-Influencer
The Decision-Influencer is often a junior-level employee, but in some cases, it can also be someone from C-Suite, and the decision influencer researches options to find the best SaaS solution for their company’s issues.
Usually, they don’t have the budget or authority to make the final decision. Still, they do have the power to influence the decision-maker and convince them your SaaS services are the perfect choice. That’s why decision influencers are equally important and must be addressed through valuable content types.
The Decision-Influencer belongs to the middle of the funnel, which means this is the consideration stage. The content that resonates best with the Decision-Influencer includes the following type of content and pages:
- Interactive Tools (Calculators, Templates, Cheatsheets, Canvases, Questionnaires)
- Advanced eBook
- Catalog
- Case Study
- Free Sample
- Demo Video
- Product or Solution Focused Whitepaper
- Product Specification Sheet
- Frequently Asked Questions (FAQ) Page
- Coupon Page
- Customer Testimonials
- Expert Reviews
- Integrations
This stage covers around 30% of the content marketing funnel since there are potential buyers who have passed the awareness stage and are in consideration, meaning they are considering the option for your SaaS services to be their final choice.
This type of content is best to attract decision influencers because, at this stage, the Decision-Influencer is considering the option via testing free samples, further educating through advanced eBooks, analyzing FAQs, reading customer testimonials and expert reviews, etc.
Also, this stage is crucial since it’s the part where you should convince the person to migrate from a potential buyer toward the next stage, which is becoming an actual buyer.
Content Segmentation for End-User
The End-User will actually use your particular SaaS solutions, and they cover around 60% of the content marketing funnel since they are the actual users of your services.
However, the End-User belongs to the top of the funnel, which means they are part of the awareness stage since they are least connected directly to the purchasing process but must be addressed because they cover 60% of the funnel and as end-users can always become potential buyers, even more so, effective decision-influencer triggers.
The content that resonates best with the End-User includes the following type of content and pages:
- Blog Posts: General Industry Trends / Tips
- Blog Posts: How To … (Video Pages)
- Blog Posts: Best practices … Ultimate Guides
- Educational Content: Guides, Tutorials (step-by-step), Walkthroughs
- In-depth Industry Analysis [White Papers / Content Pillars]
- Introductory eBooks
- Educational Webinar Pages
- Resource Round-Up (a collection of valuable articles or tools)
- Interview with Industry Leaders
- Data Visualization Pages (Infographics, Studies …)
This type of content is best to attract end-users because they mainly discover and read information through blog posts, ultimate guides, tutorials, interviews, infographics, and everything listed above since they are in the awareness stage and aren’t ready to purchase.
They may never even heard of your SaaS services at all.
There you have it, the content segmentation process based on decision influence for a much better SaaS SEO that will target precisely the perfect potential buyers and nurture them through the buyer’s journey.
SaaS SEO isn’t the same as general SEO, but luckily for you, content segmentation based on decision influence can make a massive difference in targeting the right users, beating your competitors, and ranking at the top of Google and other search engines!
