Originally published April 29, 2022 , updated on January 17, 2023

When it comes to branding, having a clear brand identity is key. This needs to be reinstated through effective content marketing services. Since a good corporate identity and its copy forms the pillar of any sales campaign, hiring a professional agency to do it for you is a worthwhile investment.

Valuable information positions your brand as a thought leader in your industry. It encourages your website’s online traction and click-through rates. It incorporates a powerfully persuasive soft-selling approach that builds trust and facilitates connection to your brand.

Content marketing is the new way of advertising. It’s driven by the need for value and is the number one method used to attract and retain clients today.

So, let’s dive into how tech subscription service providers can benefit from hiring a digital content marketing agency to grow their brand voice and reach their audience.

The Link Between a Content Marketing Agency and SaaS Success

Nowadays, businesses value innovation. So, it’s clear that the demand for innovative SaaS services has grown.

This makes technical SaaS highly sought after. However, competition in the flooded tech era is fierce. So, what sets you apart from your competitors? It’ll be your content, of course.

Your services may be excellent, but your copy needs to communicate and reach the right audience effectively. Your words become paramount when facilitating real connections and long-term partnerships with your brand. 

Hiring professional content marketing services is what sets you apart from your competitors, keeping your business relevant in a fluid and competitive market.

The Crux of Copy

Copy encompasses your company’s online persona and brand voice. Since it’s an extension of your brand, how it’s communicated is crucial. The digital content marketing agency you partner with makes all the difference. In a flooded digi-market and the growing information age, valuable copy is quintessential to standing out. So, when it comes to choosing content marketing services, it’s best to choose one that offers value.

What Gives Content Value?

Valuable content answers your audience’s questions. Ultimately, it’s relevant, captivating, and accurate. This establishes you as an authority figure and a trailblazer in your industry, building trust and brand loyalty. When it comes to subscribing to long-term services, consumer trust is critical.

It’s All in the Data

One of the core benefits of content marketing services, especially those channelled online, is that they provide your business with live feedback data loops. 

A professional digital content marketing agency will be thorough in its research. It’ll research where you stand amongst your competitors online. They’ll also decipher where your pain points are and how your online profile and brand messaging could be improved.

Get To Know Your Clients 

A professional digital marketing content agency researches your target audience to create a buyer profile. They’ll understand your client from the inside out, ensuring that any messaging you deliver, from its structure, tone, format, and visuals, is relevant to your buyers. This ensures their messaging resonates with them on a human level whilst meeting their needs for captivating and relevant information.

And, of course, it’s no use to invest in copy if it isn’t distributed effectively. But don’t worry; a digital content agency understands where to distribute your pieces. Excellent content marketing services will cover your bases from start to finish, ensuring your brand message stays consistent and accurate to your brand voice and business aims at all times.

Relevance Is Key

Relevant copy resonates with the audience it reaches and offers value by answering real-life questions. This drives interest, traction, and engagement.

This is done in the following ways:

1)    By targeting the right audience to bring in leads. Different campaigns can be segmented to reach a target audience in a specific buyer’s profile for digital content marketing.

2)    Segmenting buyers’ profiles according to aims, needs, and goals means that the pieces that reach them capture their attention. A digital content agency can segment campaigns according to business expertise, age, location, and whether the customer is an existing or prospective client. Customising these marketing services ensures the right words, campaigns, and even services reach the most appropriate target audience.

3)    Because modern marketing techniques are so personalised, with targeting strategies so accurate, they deliver qualified leads that will increase your ROI, expand your business, and bring real results.

At the end of the day, content marketing services are highly effective in converting prospective customers into paying customers. But these conversions depend on trust.

Brand Trust Is Everything

Brand trust is crucial when it comes to driving and keeping subscriptions. In fact, a survey shows that more than 80% of customers said they need to trust a brand before investing in its services.

Trust boosts revenue, but garnering consumer trust is no easy feat. It requires tapping into social issues, appealing to the deeper values of your clients, and providing value. The value comes down to information and how it’s shared.

According to Forbes, the online population trusts businesses more than they do governments and other media outlets. The pandemic has been disruptive but has also changed the way people relate to and interact with your business, allowing your business to bridge the gap and provide the need for trusted information and valuable copy. By providing relevant written pieces that speak to your audience, your business can build more long-term relationships with its customers.

Building Brand Authority

Trust and credibility build brand authority.

Building this brand of trust rewards your business all around. It not only boosts your reputation but your online profile too. As a credible source of information, your site and outlets could encourage backlinks to your page, alongside referrals, positive reviews, and online traction.

Your mission as a brand is to provide your audience with meaningful information. Valuable posts that are well researched and beautifully presented will do just that.

Boosting Visibility

Remember how we said successful brands garner trust by sharing relevant information? Well, relevant information includes streamlined copy for a suitable client base. A B2B content marketing agency will streamline its writing processes to reach prospective buyers with ease when it comes to digital strategising.

By the time people reach out and subscribe to your brand, they’ve already decided to support your services. This brings in qualified leads, taking the pressure off your sales team. Instead, your sales team becomes a helpful guide and a trusted source of information.

A digital content marketing agency boosts brand visibility and discoverability. They work tirelessly to optimise your digital platforms for SEO. They always use the right keywords in just the right amounts and tap into industry-specific trends while targeting the right audience.

This promotes online engagement, guiding your prospective customer to the end of the sales funnel every time.

Engagement

Good copy drives conversation, and conversation boosts engagement. An engaging page backed by interest shows your website is successful. It’s also proof that your message is getting out there successfully. Engaging content is relevant, and relevant content is timely and resonates with your target audience. 

Company-Client Connection 

Your words personalise your brand. Since technical subscription services can be—well, technical—having a brand voice that’s fun and easy to connect with is what keeps people connected to your brand.

Of course, the tone, style, and visuals depend on your target market and audience. Nonetheless, if your brand targets a young client base or a high profile business, they use different elements to keep your brand resonating with its audience. 

Since the sales approach is a long-term plan, the content delivery, style, and the trends it taps into will change. But an agile, data-driven team will understand this. Now, of course, a human-centric voice keeps your current customer base engaged. It also generates new leads and encourages positive traction that promotes your brand stress-free.

Nurturing Long-Term Relationships

Relationships are a massive guiding factor when it comes to driving sales. But when it comes to subscription services, you move beyond transactions to garner client loyalty since your aim is to retain happy clients in the long term. Client retention is proof that your messaging and products work.

What’s more–happy clients enthusiastically promote your brand. Since companies trust referrals, positive testimonials go a long way in building and boosting your brand. Overall, high impact copy ensures client longevity.

Authenticity

90% of consumers prioritise authenticity when looking for businesses to support. Consistent messaging keeps your brand voice authentic. Your brand voice must align with your posts at all times. A professional team will link your brand messaging and keep it relevant.

A B2B content marketing agency will also keep your brand responsive. This can be difficult, so outsourcing services that ensure quick response rates are worth it.

Giving Buyers Control

Since buyers have tons of information at their fingertips, the buyer’s journey will begin with the research of your brand. If you do not have an engaging online profile, you lose credibility, trust, and potential support.

Great copy ensures that your brand gets discovered from every angle. No matter where and what you search, your brand’s content is optimised to bring your interested audience to your page – ready to subscribe and exactly where you want them.

But you want to guide your buyers to this destination. You want to give them all the correct information so that they’re sure of their decision and know why they made it by the time they hit the subscribe button.

Attracting Qualified Leads

Informative copy not only retains your current customer base, keeping them engaged. It also attracts a new target base, including people interested in what you have to offer specifically.

This works to optimise your content’s SEO. A professional B2B content marketing agency incorporates the appropriate industry-related keywords. It’ll also tap into trends and dive into your potential client’s interests.

We call this the attention economy. We use creatively designed and strategically put together information to attract an audience that meets your buyer profile exactly. Content that is planned well is thoroughly researched. It understands your client base holistically and finds and connects with them flawlessly. 

Tracking Your Performance

The digital content agency performs thorough research to understand reader intent. They’ll ensure your business offers value beyond its services, meeting the deeper needs of your prospective customers. Our data-driven approach incorporates feedback data.

Each digital platform has its client base and algorithm. It takes an expert team to jump the algorithms, get you on the right platform, and connect with the right people. On top of that, a team needs to track your buyer’s journey and see where they’re getting pulled to, where they’re getting pulled from, and where they’re possibly getting pulled off.

Improving Brand Voice, Campaigns, and Product

Different content serves different purposes, has other voices, and is streamlined through various channels.

For example, your monthly mailer sent to your existing client base would differ from a white paper you send to a prospective investor. This can be confusing to get right – so a B2B content marketing agency can partner with your business. They ensure your efforts succeed and that they communicate your message effectively.

What Kind of Content Should Subscription Services Use?

Some examples of content that subscription services in the tech industry could benefit from include:

• Blogs
• Articles
• Product descriptions
• White papers 
•  eBooks 

These all help to get your brand message across effectively. But remember that different content is used for various reasons. An excellent B2B content marketing agency will bear this in mind when structuring, presenting and delivering your content.

It can be daunting to choose which copy to write and where to share it. Professional content marketing services can help with this, ensuring you get it right from the get-go. They’ll guide your business throughout the process, helping you choose your content and how to deliver it best. 

On top of that, they’ll consider corporate identity and work to keep your brand voice consistent. Since the tone and style stay true to your brand, it’ll resonate with your target audience, keeping your services top of mind and highly memorable.

It Requires Specialised Services

You might be a leader in your industry – but you may not be fully clued up on branding. Why not take the stress off your shoulders and let us do the work for you? At Goodman Lantern, we’re a content marketing agency with an entire team of experts ready to jump on board. Our content marketing services successfully strengthen your brand identity and grow your subscriptions, giving your business the boost it deserves.

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