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Blogging Strategy for IaaS, SaaS, and FinTech

Why would an IaaS (infrastructure), SaaS (software), or FinTech (financial technology) want to blog

And what kind of blogging strategy will help your company attract more people, in the right places, at the right time, and in the right context?

 

Consider these three blogging best practices as an essential part of your content marketing strategy:

In the digital buyer's journey, where so much of the research and decision-making is now being made before buyers are open to having a sales conversation (if buyers are willing to speak with a salesperson at all), your content must do most of the heavy lifting in the education and trust building department.

  1. Blogging fuels your entire content marketing strategy -- SEO, social media, and email. The reality: without creating helpful, educational blog content that adds value to your core buyer personas, do you have a legitimate reason to invest in organic search engine optimization, organic social media, or email marketing?
  2. Blogs can easily be repurposed into downloadable content for lead generation, videos, and webinars. (see How To Write a Blog Post That Triple Dips) -- Quite often, you'll blog about similar and interrelated topics. When you do, you'll often find great content creation opportunities to bundle a series of blog posts into a downloadable eBook, 10X pillar content page, or webinar event. But most of all...
  3. Blogs help you educate and build trust while you position yourself as a thought leader and accelerate sales cycles. In the digital buyer's journey, where so much of the research and decision-making is now being made before buyers are open to having a sales conversation (if buyers are willing to speak with a salesperson at all), your content must do most of the heavy lifting in the education and trust building department. Your blogs, and their first cousins: video content, can do wonders for attracting and engaging with the right kinds of ideal clients and buyer personas.

Do you blog? If so, why? Let me know in the comments box below.

And if you're serious about using blogging strategy to grow revenue in your SaaS, FinTech, or IaaS company, be sure to enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.

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