Content, Briefly
OGM: Nigel Stevens on what SaaS buyers really want
Nov 20, 2023
Join Nigel Stevens, CEO of OGM, a specialist in organic growth for SaaS companies. He sheds light on why B2B SaaS content struggles with trust and reveals that 80% of buyers still prefer Google for information. Nigel emphasizes the need for authentic content and discusses the balancing act between product-led growth and personal engagement with customers. He also explores the increasing importance of video content and how AI is reshaping marketing strategies, keeping pace with an impatient audience.
28:49
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Quick takeaways
- The survey reveals that buyers prefer video content over traditional text, necessitating a shift towards more visual information delivery.
- Despite low trust in B2B SaaS content, SEO remains crucial for content strategy, requiring marketers to refine their approaches to meet evolving consumer expectations.
Deep dives
Survey Insights on SaaS Buyer Behavior
A recent survey conducted by Organic Growth Marketing revealed key insights into how software buyers engage with SEO and content during their purchasing decisions. Respondents expressed a strong preference for video content over traditional long-form written content, highlighting the shift in consumer behavior towards quicker, more visual information consumption. Surprisingly, despite recognizing Google as the most useful source for early-stage research, trust in B2B SaaS companies' content remains noticeably low. This gap emphasizes the need for marketers to diversify their content strategies to build credibility and trust with potential buyers.
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