The New Content Standard in a Post-Covid World

Speaker: Lauren Lang

Working in SaaS, you know how frustrating it can be to invest time and money in creating marketing content that doesn’t convert—and that’s the case even when the world isn’t on fire. As a global pandemic dominated digital channels in 2020, playbooks and content calendars ended up in trash folders everywhere. Brands were forced to start over and reconsider their customers’ needs—not as B2B or B2C “users,” but as humans. And it’s not changing anytime soon. In 2021, human-focused content is the new normal, and leveraging it effectively can set your brand apart. Leading brands need a content strategy that takes this new climate into account, adopting a more holistic, service-led approach in order to build authentic connection and customer trust. The good news is that “human-to-human” or H2H content is a winning strategy for SaaS companies, and knowing how to leverage it effectively can help you gain more conversions, higher revenue, and higher customer LTV. During this talk we’ll cover the mindset, strategies, and actions you need to build H2H strategies into your content marketing plan. You’ll leave with a clear understanding of what you need to do to resonate with current and future users, help them see the value in your brand and product, and keep them as loyal customers. You will learn how to:

– Approach content marketing from a service-based mindset (so you never run out of things to write about)

– Leverage the exact messaging that your customers are already giving you to unlock higher traffic and conversions

– Deploy H2H content strategies to resonate with your audience and overcome fear, uncertainty, and burnout 

– Nurture the customer relationship after conversion so that you can turn users into evangelists