7 Indian B2B SaaS Brands Crushing the Content Marketing Game

1. Kula – “The Introspective and Opinionated Approach to Content Marketing”

“Your recruitment stack needs a raise”

The award-winning recruitment automation platform, Kula, lets companies proactively reach out to top talent everywhere, not just in India. But, why only through Kula? Because theyoffer a no-nonsense approach.

Since their SEO game is on-point, stumbling upon their content is commonplace for recruiters. They primarily publish long-form content heavy on opinion pieces and how-to guides.?

Kula is interested in establishing itself as a thought authority in the field of recruiting, which is evident from the following pieces that fearlessly offer opinions.?

They also take a storytelling approach, which humanises their content and lends transparency to their operations. You will easily find the story of Kula’s founding members on their portal.?

While their approach looks good, bear in mind that in no way are insightful blogs their only resources. You will also find quality gated content in the form of guides.

As a result of crafting high-quality original content and communicating with authority, some of Kula’s founding members have garnered thousands of followers on LinkedIn. Needless to say, they use this platform to share even more relevant and recruitment-focused content.???

Blogging Frequency: 2 to 3 times a month?

LinkedIn Post Frequency: 2 to 3 times per week?

2. Chargebee – “The All-Out Approach to Content Marketing”

“Get the best lessons, observations, and stories on SaaS”

Chargebee is a leading platform for subscription-based businesses. It helps companies automate recurring billing, leverage revenue analytics, and do all sorts of subscription management.?

Sounds complex, but Chargebee ensures its potential users understand the platform as simply as possible through engaging content. Here’s how.

For starters, Chargebee is ‘all over the place’... in a great way!?

The company offers a spectacular variety of free content resources. They have a “Learning Hub” dedicated to understanding their product, its features and latest updates.?

And use short blogs, podcasts, webinars, and customer stories to help potential customers quickly learn about Chargebee, thus shortening the curve between awareness and adoption.?

In addition to the Learning Hub, users also have easy access to Chargebee Docs, which is a collection of whitepapers, implementation guides, and more. So, just the right amount of handholding.?

From well-researched blogs to hard-to-find industry reports, Gartner Peer Reviews, and much more, you can find all things SaaS by Chargbee.?

Their content strategy is to generate, acquire and share a tonne of valuable information on the cloud, which, integrated with SEO, provides them excellent visibility.

Since it is a horizontal SaaS company, generating a variety of insightful content is critical in reeling in customers from across the board, and not a specific industry. This is why you’ll find that Chargebee’s content marketing strategy involves sharing information on as many things as possible within the SaaS domain.?

Blogging Frequency: They take the bulk posting approach. Sometimes nothing for days and then multiple posts on one day.?

LinkedIn Post Frequency: 3 to 4 times per week

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3. Instamojo – “The Tried and Tested Approach to Content Marketing”

“Learn more”

One of India’s simplest online selling platforms for small businesses and MSMEs, as they call it,? Instamojo relies on the tried and tested strategy of producing zingy email content in addition to blogs, e-books, videos and podcasts.?

“But something we swear by is email marketing. It has not just helped us gain great branding traction amongst Indian MSMEs but also add to our revenue”.

?– Rapti Gupta (Content Marketing Head at Instamojo)?

This content marketing strategy has worked exceedingly well for the brand. About three years ago, they rolled out a fortnightly email newsletter by the name of SME Wrap. It includes carefully curated pieces for Indian small businesses, including compelling news items for the MSME sector.?

The newsletter did not become an instant hit. But with thoughtful content generation and curation, it has acquired a subscriber base of over 100,000 people with 45000+ active readers today.?

In one example above, they have taken an already trending topic and extracted information from it for the MSME sector. Thus, making good use of topical content.?

Here is a brief list of content best practices Instamojo uses as outlined by Rapti Gupta.

• Decide the end game of your email newsletter.
• Fix a content format depending on the purpose. A purely textual email may work for news and updates, but not for product launches.
• Select a user and budget-friendly email marketing tool.
• Focus on the design depending on the age group of your target audience. For example, don’t use millennial references for boomers, just because they are popular.
• Make sure they are responsive across all handheld devices.
• Be sure to include the “Unsubscribe” button in your emails.
• As a company, subscribe to as many competitor newsletters as possible. Doing this will keep you on top of the latest content trends via email.
• Stick to 1 call-to-action per email.
• Offer as much value through email content for free.??

Blogging Frequency: 2 to 3 times per week?

LinkedIn Post Frequency: 2 to 3 times per month?

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