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2024 Blueprint: Creating Content That Converts Leads for Your SaaS Company

The mindset and budgeting around B2B content need to change in 2024.


Content is the oxygen of your entire marketing game plan. It can’t be pawned off to the entry-level marketer to whip up some social media posts. The execution across socials needs to be supported by a strong content strategy.


In this guide, we will dive into how you can execute B2B content for software companies that actually drives revenue.


Key Takeaways

  1. The Attention Economy: How to Capture It

  2. Finding Content-Market Fit

  3. Systemizing and Frameworking Content

  4. Best Practices for Content Editing

  5. Empowering Sales and Marketing Through Content


The Attention Economy - How To Get Some With B2B Content


  • Bring a Unique Twist to the Discussion

  • Don’t just regurgitate what’s already out there. Add something fresh and original to the conversation. Your audience craves new insights, not recycled content.

  • Make It Scroll-Stopping Worthy

  • Your content needs to be so good that your prospects can’t help but stop scrolling. Focus on creating content that is:

  1. Entertaining: Capture their attention with engaging stories or humor.

  2. Insightful: Provide deep, valuable insights that they can’t find anywhere else.

  3. High Quality: Ensure every piece of content is polished and professional.

  • Know What Your Audience Wants

  • Spend time researching what your audience actually wants to consume. Dive deep into:

  1. Past Sales Calls/Emails: Identify common questions and pain points.

  2. Social Media Comments and Sentiment: Understand what resonates with them.

  3. Secondary Market Research: Analyze trends and data to stay ahead of the curve.



How to find B2B content-market-fit:

  1. Clear understanding of what your audience wants

  2. Find out what the hot topics are in your space

  3. Figure out your best format strength (blogs, Twitter threads, video)

  4. Test and iterate your strategic narrative until one that resonates

  5. Find the best way to deliver your content (e.g. short form mini-series, live webinars, loom walk-throughs)

  6. Fine-tune your workflow to make each video better than the next

  7. A/B test different lengths, formats, topics, content series - one variable at a time


You can see how your content is performing by leading indicators

  • Is your ICP viewing your content/profile?

  • Are the right decision-makers leaving comments or connect messages?

  • Are people watching more than 50% of the video?

  • What feedback are you receiving through DMs about the content?


Building Efficient Systems and Frameworks for B2B Content Creation


Systems are great. Frameworks keep things from getting overly complicated.


I would recommend, don’t get boxed in early on.


The primary focus should be to be able to develop great content that people would give a chance to.


Once something sticks - build systems and frameworks to make the process repeatable.


When we create a LinkedIn post, we follow the following structure:

  • Hook

  • Intriguing Promise

  • The Goods

  • Identify the problem

  • Agitate the problem

  • Solve the problem

  • The Final blow

  • CTA (optional - never force one)


Our Systematic Content Practices:

  1. We have build a long-format content series planner that allows us to coordinate with multiple parties the preparation and post-production. (Notion)

  2. We have another distribution portal that allows us to repurpose content across various platforms efficiently and deliver the best experience to each platform

  3. Have a routine check-up on the data (Google Analytics, social analytics, third-party tools, self-reported attribution)

  4. Create AI workflows to ASSIST (not create for you) in proofreading, re-wording, and analyzing.

  5. We have an easy workflow to facilitate and track content ideation when inspiration occurs.


Things I wish I had known when I first started creating LinkedIn content:

  1. Focus on making a great content piece first, then find a way to pump out more.

  2. Create content that can be redistributed in multiple ways and has multiple use cases.

  3. Have an underlying story (strategic narrative) that shows your purpose behind each content.

  4. Ensure you have a funnel setup once they engage with your content (e.g. profile, website, easy access to newsletters/products/service)

  5. 80% of the battle is won during preparation (have multiple editing sessions if possible, take time finding additional research to support it, spend time on keyword research, craft an even better hook)


Elevate Your Content Quality with Pro Editing Techniques

  • Have a consistent visual brand (e.g. fonts, colours, tone, personality)

  • Package it as much as possible with good SEO (e.g. thumbnail, meta descriptions, alt txt, title)

  • Export settings (make sure the quality isn’t ruined during the exporting process)

  • Good saving etiquette (you never know when you have to come back to the source file - thumbnail, repurpose for a paid advertisement)

  • Before exporting, watch the complete edited version in full preview mode (you might have just missed something)


Our Best Content Advice For Beginners in B2B Marketing

  • In this article alone, I mentioned strategic narrative twice. An article will be coming out soon on how to actually create one - in short, attach yourself to a movement happening.

  • Learn to be a good copywriter first. Copywriting is one of the most important skills in marketing. It’s easier to tell a good story through cinematic visuals and edits. But keeping someone engaged with your words - you must be good.

  • Learn how to tell insightful content while bringing entertainment or a story element to it to make the content more memorable.

  • Don’t be shooting aimlessly, understand your audience’s daily frustrations at work that would make them consider your solution, the decision-making process and players involved, and what are the top factors when considering a new vendor.

  • Find a way to measure the content. It’s difficult doing this organically but establish the leading indicators with your team so your content project doesn’t get cancelled after 1 month.


Why doesn’t Content Drive Leads For Some Companies

  1. The offer, positioning, or messaging hasn’t been validated by an ICP first.

  2. They are sharing surface-level content from their space that their audience has read 100 times already.

  3. They are focused on pumping out quantity over quality

  4. The content isn’t speaking to their ICP’s desired state.

  5. The content is boring and doesn’t have a balance between insights & entertaining

  6. Inconsistent and not engaging enough to build a community.




B2B customer journey content touchpoints
Founder-led B2B customer journey touchpoints

Empower Sales & Marketing Through B2B Content





Transform Sales & Marketing teams when bringing the founder's vision into the content.


Founder-led marketing goes beyond boosting visibility—it empowers your entire revenue team.


Many SaaS companies struggle with disjointed marketing and sales efforts that lack cohesion and clarity.


This often results in diluted messages and underwhelming market penetration. To make it worse, prospects get confused by your value proposition or look at you as another ununique option in your market.


By channelling the founder's direct insights and authority, both marketing and sales can leverage authentic, compelling narratives that resonate deeply with their audience and drive better engagement with the ideal prospect.


Marketing can:

  • Integrate top-performing founder-led content into LinkedIn Ads

  • Share valuable, actionable insights or company updates from the founder in a newsletter to engage subscribers directly.

  • Repurpose long-format founder-led content into blog articles to boost SEO and provide in-depth insights on your website.

  • Syndicate founder-led content across multiple platforms like X, YouTube Shorts, TikTok, Reddit, and industry-specific forums to maintain a consistent and powerful content presence.


Sales can:

  • Utilize founder-led content to explain the necessity of your solution to prospects, enhancing trust with your leadership.

  • Incorporate this content into sales presentations to showcase your company’s vision and expertise.

  • Use videos and articles featuring the founder in follow-up emails to reinforce the value proposition and speed up decision-making.

  • Tailor discussions with prospects by referencing specific parts of the founder’s content that address their pain points or interests.

  • Share testimonials and case studies included in founder-led content during negotiations to establish credibility and reassure potential clients.

True founder-led alignment begins at the leadership level.

This is not only a marketing function.


Conclusion


Creating irresistible content that drives leads for your SaaS company in 2024 requires a strategic approach.


By understanding the attention economy, finding content-market fit, systemizing your processes, and leveraging founder-led content, you can transform your content into a powerful tool for lead generation. Remember, consistency, quality, and authenticity are key to standing out and engaging your audience effectively.


Empower your sales and marketing teams by integrating the founder's vision into your content strategy.


True alignment begins at the leadership level, ensuring cohesive and compelling narratives that resonate with your audience and drive better engagement.


Start building your content engine today and watch your SaaS company reach new heights.

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