It may be hard to believe, but 38 of the biggest 250 SaaS companies
still don't have a blog. This means that these businesses miss the opportunity to organically attract their target audience, educate their readers, and create an expert image among them.
As the core element of an IT marketing strategy, one of the most popular CRM software, Hubspot, uses content marketing to generate qualified leads, educate a vast audience – from digital marketers to HR – with expert content, and reinforce their brand of experts.
In addition to a blog, free guides, and free consultations, HubSpot launched their HubSpot Academy
with courses and certifications in a variety of domains. To provide social proof, Hubspot regularly shares its customers' success stories.
Sharing expert content doesn't necessarily involve creating new text from scratch. You can repurpose your existing content
into whitepapers, Slideshare presentations, webinars, and more.
For example, Moz, a marketing analytics tool, repurposed their content into handy infographics, checklists, and ebooks to strengthen their reputation as SEO experts and promote software suites they make.