SaaS companies could use the “skyscraper” technique to create content that can generate sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2020, 1:23 AM UTC

By 2023, the global SaaS market could reach $60.36 billion.

This article suggests marketing strategies that SaaS businesses can use to improve sales. The article recommends that SaaS businesses use the “skyscraper” technique. This entails identifying content that’s performing well on search and social media, and creating content that’s possibly better than that.

Such content should focus on providing excellent value to readers. Leveraging channels that competitors may have missed could be beneficial. For example, not many SaaS companies may be active on Quora, LinkedIn or Reddit to reach audiences.

On having chosen a platform, businesses are advised to post consistently. SaaS business could opt for co-marketing wherein they collaborate with another company to host a webinar, conduct in-depth research, promote each other’s products or content, and more.

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