Author: Shira Abel Category: Enterprise Marketing URL: https://hunterandbard.com/resources/blog/5-compelling-reasons-to-have-a-blog-on-your-saas-website
When you’re just getting started and your scrappy team is already stretched to the max, it’s hard to embrace the concept that, on top of everything else, you...
When you're just getting started and your scrappy team is already stretched to the max, it's hard to embrace the concept that, on top of everything else, you need to create and maintain a company blog. And yet, we're here to tell you that we don't just suggest that you do, we insist on it.
There are countless reasons why a blog should be one of the cornerstone elements of your content marketing strategy. How about we just give you a few to get you started?
We understand that the end goal of all of your marketing efforts is to increase traffic to your site so you can generate more sales. Great news, a blog will help you do just that.
Generating good content on a consistent basis keeps your website relevant which means that search engines will keep serving up links to your site in response to user queries. Informative and useful posts are also easily shared via social media, giving your fans a way to help promote you to their networks, and giving you easy content to share on your social channels.
You only update SaaS offerings every so often, so for the most part, once your site has been created, the copy is rarely updated or changed. The goal of a search engine is to serve up the most up to date and relevant information they can find, so, if your site remains static and unchanged, very quickly, it'll stop ranking at all. Regular updates on the blog make it seem as though the entire site is fresh and current. In short, it's SEO gold. Even better, a great blog gives your existing clients a reason to keep coming back and gives you opportunities to upsell or cross-sell to them.
Prospective clients don't usually have much to go on when they're searching for the ideal SaaS company to work with. They can read reviews, sometimes see the service at work for other clients, but other than that, it's often slim pickings. That's why so many of them rely on the company blog to garner more information about what you do and who you are. A blog is an incredible tool for connecting with potential and existing clients. It's a great platform for sharing relevant information, for answering questions, or just for educating people about what services you provide and how those can help them reach their objectives.
The content that you place on your blog can, and should be, an intrinsic part of your marketing sales funnel. You can share customer stories, case studies, and key information about your services. You can address and respond to prevalent pain points or answer commonly asked questions. All of which helps inform readers and convince them that you have the service that will help them meet their goals.
The beauty of blogs is that there's lots of space in which you can express yourself. While the content has to be relevant and on target, it can be expansive. Unlike your home page where you need to be incredibly mindful of brevity and focus, on the blog, you can let your company's personality fly. Think of the blog as a place where things can be expanded, explored, and exposed. Company culture, brand ideals, thought leadership. It's all valuable and deserves to have a place to thrive.
Hunter & Bard is a San Francisco-based B2B strategy consultancy founded in 2011 by Shira Abel. We help deep-tech and enterprise SaaS companies fix their positioning, sharpen their messaging, and close $100K+ deals.
We work with B2B leaders who are tired of being overlooked, underestimated, or mistaken for their competitors. Our specialty is turning complex, technical products into clear, compelling stories that win enterprise deals.
We believe that perception drives revenue. If your buyers can't tell you apart from the next vendor in 30 seconds, you have a positioning problem — not a marketing problem. We fix that.
Perception = (Story × Visibility) ÷ Noise
This framework drives everything we do. Your story has to be sharp. Your visibility has to be strategic. And you have to cut through the noise — not add to it.
Shira Abel — Founder & CEO. Kellogg MBA. 20+ years in B2B marketing. Former CMO. Keynote speaker. Published in Forbes, HuffPost, and Wired. Specialist in enterprise positioning and perception strategy.
Daina Reed — Founding Designer & Partner. 15+ years in product and brand design. Former Senior Product Designer at Dun & Bradstreet. Specialist in enterprise UX, visual identity, and design systems.