Content Strategy for B2B SaaS Company

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About the Company





My client is a B2B SaaS company that offers vacation rental software solutions to short-term rental managers,

This software helps rental managers with managing guests, promoting rentals on listing platforms, handling accounting and finances, and importantly, optimizing for the guest experience.

My client needed a year-long content strategy, social media calendar, and editorial calendar for the creative team to be at their A-game in content creation and lead generation.

Process

My process for execution can be summed up into three stages

1. Research: I was able to accomplish a deep understanding of the field by researching heavily into the following areas

• The Company( Product, Positioning, Content Audit, Marketing Strengths)
• The Competitors( Their marketing edge, messaging, and branding)
• The Audience( Their buying behaviour, spending triggers, level of engagement, etc)



2. Ideation: After the research came ideation, in this phase I gathered all the data from my research and was able to map out key areas of improvement for the company's content strategy and highlight what they could capitalize on in the coming year



3. Drafting: The drafting stage required putting all the data and unique ideas to flesh out a clear in-depth content strategy that was actionable and straightforward for the content team to take advantage of.

• The Social Media Calendar: This involved content briefs and ideas for Instagram, LinkedIn, Facebook, etc highlighting key holidays and festive seasons for the company to achieve wholesome branding
• The Editorial Calendar: Created to keep the team on track for blog posts, guest postings, and thought leadership content
• Lead Generation Strategy: Created to give the company leverage in email marketing by capturing leads via lead magnets( Ebooks, Industry Reports, Surveys). I ideated all lead magnets and gave content briefs on them to help the team dive straight into action.



Project Outcome



1. Improved content engagement across socials by 16% in half of a quarter 
2. Increased content distribution frequency significantly in comparison to the previous year
3. Grew top-of-funnel content frequency and blog quality 
4. Enabled seamless repurposing of blog content across other channels