Short and Sweet SaaS Content Playbook: Comparison of Lead Gen, Demand Gen, and ABM Assets

Struggling to decide which type of content to create, for which strategy? It’s tough. With multiple options, it can be difficult to choose the correct approach.?

I wrote this blog to help you compare the types of content commonly used in the SaaS industry, for lead gen, demand gen, and account-based marketing.?

So, let’s dive right in.

Lead Gen Content?

Lead gen content is designed to attract potential customers and convert them into leads. The goal is to offer something valuable in exchange for contact information. Here are some examples of lead gen content:

• Whitepapers?
• Ebooks
• Case studies?
• Webinars?
• Free trials?

Pros:?

1. Lead gen content can help you build your email/call list and generate leads.?
2. It's a great way to demonstrate your expertise and authority in your field.
3. Lead gen content can be repurposed into other forms of content, such as blog posts or social media updates.?

Cons:?

1. Not everyone who downloads, or registers, will become your paying customer.?
2. Creating high-quality lead gen content can be time-consuming and expensive.?
3. You'll need to promote your lead gen content to get people to download or register.?

Demand Gen Content?

Demand gen content is designed to generate interest in your product or service among a wider audience. The goal is to create some buzz and excitement around your brand. Think volume. Here are some examples of demand gen content:?

• Infographics?
• Videos?
• Social media updates?
• Blogs
• Podcasts?

Pros:?

1. Demand gen content can help you increase brand awareness and reach a wider audience.?
2. It's a great way to engage with your audience and build relationships.?
3. Demand gen content can be less expensive and time-consuming than lead gen content.?

Cons:?

1. It can be difficult to measure the ROI of demand gen content.?
2. It may not generate as many leads as lead gen content.?
3. Demand gen content may not be as targeted as other types of content.?

Account-Based Marketing (ABM)?

Content Account-based marketing (ABM) is a targeted approach to marketing that focuses on individual accounts or companies rather than a broad audience. The goal is to create personalized content that speaks directly to the needs and interests of a specific account. Here are some examples of ABM content:?

• Personalized emails?
• Custom landing pages?
• One-to-one video messages?
• Account-specific webinars?
• Case studies tailored to a specific account?

Pros:?

1. ABM content can help you build strong relationships with high-value accounts.?
2. It's a highly targeted approach that can generate high-quality leads.?
3. ABM content can help you stand out from the competition and differentiate your brand.?

Cons:?

1. ABM content can be time-consuming and expensive to create.?
2. It may not be as effective for smaller accounts or companies.?
3. ABM requires a high level of personalization and customization, which can be difficult to scale.

So, which type of content should you use for your SaaS business??

The answer is: it depends.

Each type of content has its pros and cons, and the best approach will depend on your goals, your target audience, and your budget.?

Here are some general guidelines:?

• If your goal is to generate leads and build your email list, lead gen content is the way to go.?
• If you want to increase brand awareness and engage with a wider audience, go demand gen.?
• If you're targeting high-value accounts and want to build personalized relationships, ABM content is your best approach.?

Of course, these are guidelines, and you'll need to tailor your approach to your specific business and audience.

One thing to keep in mind is that you don't have to choose just one type of content. You can do variations of them all - which is usually the case as your company continues to scale.

#SaaS #LeadGen #DemandGen #ABM #ContentMarketing