Links to blog posts or long-form resources increase their search visibility and build awareness. They also help sites rank for bottom-of-funnel terms—a rising tide lifts all boats.
Some content marketers have it “easy,” working in highly visual industries (e.g. food, fashion) with wide appeal. That simplifies content creation and link building compared to, say, trying to promote niche B2B software.
Given the potential benefits and challenges in SaaS, who’s doing it well? To find out, I ran a study to benchmark content marketing performance for 500 SaaS companies.