For most software and SaaS providers, making sure potential customers find their product when searching for software online is a given. Engaging these customers with quality content is also a proven quick win.
The challenge is creating a balanced mix of being searchable online (findability) and seeming reliable and trustworthy (credibility) on all marketing channels. This balance can be integral to a marketer’s content marketing strategy to ensure that buyers build a connection with the brand on the foundation of trust and experience a consistent and highly engaging customer journey.
As B2B buyers increasingly rely on digital marketing channels through all aspects of their buying process, they must navigate a complex web of online search, landing page, video and text content types, walkthroughs, stakeholder buy-ins and buying group debates. To keep buyers moving toward the final purchase, it is critical for B2B marketers to maintain buyer confidence throughout and ease their buying and purchase process wherever possible.