That’s how much we generated from our library of B2B case studies, including Canva, Masterclass, Hootsuite, and Capterra.
Not to mention the organic traffic, social shares, partnerships, and backlinks these blog posts still generate from different distribution channels.
That’s what happens when you prioritize research—you find ideas and unique angles your audience will love and create content that constantly resonates with them.
This guide breaks down five ways we research content at Foundation.
You will learn how to use these to spot topics, trends, and unique angles that resonate with your target audience. We also included tools to gather the insights you need faster. (Yeah, we don’t ignore the value of AI. You shouldn’t either 😉).
Let’s skip to the good part.
5 Ways to Research Content for Your B2B SaaS Blog
1. Use Audience Research to Identify Topics Your Audience Cares About
Many B2B companies learn more from competitors than they do from their audience.
Don’t get me wrong.
Competitor research plays a role in your research process. However, learning about your audience takes priority. You miss quality opportunities to attract and connect with prospects when you ignore or deprioritize audience research.
Audience research reveals your target audience’s interests, pain points, goals, sources of influence, and how they feel about existing solutions. You can use these insights to create content that resonates with your readers.
So how do you conduct audience research?
First, define your target audience. You can’t create content that resonates with your audience if you don’t know who they are.
To define your audience, answer these questions:
- What is the single most important problem your product or service solves? This clarifies the main value you offer users.
- Who will benefit most from using your product or service? This tells you who your ideal audience is—their role and jobs to be done.
- What are their major pain points? This tells you the main frustrations they have.
- What is keeping them from purchasing your product or service right now? This tells you the main obstacle keeping them from using your product or service.
- What websites, social accounts, and communities do they engage with most? This tells you who has your ta audience’s attention and influences their decisions.
You can use these answers to create marketing personas that will help your team know what topics and content to create for your audience.
Webflow’s SEO strategy is built around helping its personas create great custom websites with no friction.
The team first focused on making Webflow useful for the freelance web designer who needs everything from hosting, design flexibility, multiple pages, CMS, and more. Right now, its persona library includes freelance and in-house designers, marketing teams and agencies, and solopreneurs.
Webflow creates blog posts, templates, and tutorials to satisfy its personas’ search intents. Like this one on web design inspiration:
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