Sarah Bottorff knows how content marketing can help build a brand. She must do as she’s executed it for several SaaS corporations, together with her cutting-edge organization, FastSpring wherein she is VP for Marketing.
For example, Bottorff turned into previously brought in to build out a marketing crew at AppFolio for a newly legal product presenting. AppFolio had constructed their corporation via a robust cognizance on content advertising. Bottorff took those learnings and carried out them to their new prison exercise management answer, MyCase, making it the quantity two criminal practice management software program on the time.
That became simply the begin. Bottorff took her content advertising competencies to Smokeball, some other enterprise presenting cloud-based prison practice control software program. When she joined them, Smokeball becomes a sales-pushed agency. It didn’t do content marketing, opting as an alternative to ship a month-to-month email to its database.
Bottorff turned into able to reveal professionals how content material marketing that provided concept leadership might add actual value round the usage of their software better. It helped the firm’s clients to focus their efforts on being superb attorneys, not excellent commercial enterprise software program people.
With FastSpring, she has introduced that identical attitude of the use of content material advertising and marketing to help clients be even higher at what they do. In this case, FastSpring affords SaaS-based virtual commerce solutions to small to mid-sized corporations selling digital software (e.G., subscription software program, fee, and billing, lower back-office abilities, etc.). Through content advertising, FastSpring enables clients to enhance how their customers sell their software program.
A few examples from the FastSpring blog: 7 Ways to Use Video to Increase Conversion Rates, How To Write Great Product Descriptions That Convert, and Subscription Finance: What is Monthly Recurring Revenue? These weblog posts are not about FastSpring’s products; they alternatively provide steerage and best practices on the way to increase income and recognize the sales control part of their enterprise better.
It’s truthful to say that Bottorff knows the cost that content advertising can deliver to an organization – if you make your customers successful, you’ll be a hit.
So what’s the recommendation she offers?
Tips for extremely good content material advertising
The first aspect is to construct a sturdy group with dedicated roles and duties, says Bottorff. Content advertising is a shared responsibility, however, without actually defined roles and duties, a content advertising application will no longer thrive.
The maximum vital role is the owner of the content material software. The owner identifies drivers and pain factors. They do that with the aid of working with the product group to recognize what they are developing and why, as well as talking to customers to apprehend pain points and gaps. Interviews are a large component of any content material advertising software. With all these records in hand, the content owner develops a comprehensive software.
Another important element of a stable content application is search engine marketing. As Bottorff factors out, it’s excellent to create content, but you want the right people to locate it. Then there’s a layout, and via layout, Bottorff doesn’t just mean how the content appears, but how without difficulty digestible it is and the way it’s displayed. Then, of the route, there’s the first-rate writing and the subjects that lend incredible notion management that human beings want to devour.
As to wherein content advertising suits in the company, Bottorff argues that it ought to be integrated and work across the business enterprise – in product planning and the roadmap, consumer success and the income crew. Every crew has a role to play in what content to broaden. The key to constructing hit relationships across those groups is reciprocity. For instance, Bottorff says the product team works with the content material advertising and marketing team because the new functions they broaden gets exposure. For income, it’s miles about making sure they get the resources and assets they need.
Building a content library
When it comes to building the content library, Bottorff takes a barely exclusive perspective. Yes, you want to outline the consumer journey and build content material to guide that journey. But for Bottorff’s business enterprise, which is a pay-in keeping with-performance business, personnel are incentivized to assist their customers to optimize their web sites and their companies.
What her crew does is develop content that enables groups to get to the subsequent degree in their enterprise. So they offer recommendation on optimizing their websites, consisting of enhancing their content, and how to leverage unique content belongings, like webinars or motion pictures.
Bottorff says FastSpring has similar demanding situations to their clients, in order that they have terrific take care of on the principles and might position more resources into developing notion management content that their clients want.
For instance, FastSpring sends possibilities personalized motion pictures where a Sales/Support person speaks to the chance on display, shows them their website and makes pointers to enhance it. They then show how in case you plugged in FastSpring APIs, you could improve the revel in specific approaches. These are just informative enough to make the chance to see the price and want to realize extra.
Bottorff likens the videos to a cooking display in which you may see the final product to help you understand the cost of the attempt you want to place into making it.

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