The Software as a Service (SaaS) industry is highly competitive. Currently, the market is growing by a whopping 18% per year. One of the best ways to get a competitive edge is a killer SaaS content marketing strategy.
Content marketing refers to creating and distributing valuable, relevant, and consistent content to your potential customers. Whether it's blogging, social media, videos, or e-books, these activities help you drive results for your business.
A SaaS content marketing strategy should be tailored to the specific needs of the SaaS industry. Our guide below will help you understand what you need to do to set up for long-term content marketing success. Plus, it’s easily customizable to your company’s needs. Whether you need a B2B SaaS content marketing strategy or one for B2C, we’ve got you.
SaaS can be complex and sometimes a bit dry. You could have the absolute best SaaS product or service in the world, making lives easier and saving people precious time and money! But unless your potential customers understand how you’re making their lives better, in language they understand, you’re just not going to convert them into brand-loyal customers.
That’s where SaaS content marketing comes in. It’s a fantastic way to help your audience easily comprehend the ins and outs of your product. Presenting complex information in an interesting and digestible way helps people understand and remember your service. Plus, you can cultivate your unique brand voice through content marketing, helping prospective customers relate to your SaaS.
With content comes traffic. And with traffic comes leads. When a lead visits your site and sees SaaS content marketing that is relevant, engaging, and unique, you can hold their attention, establish yourself as an authoritative resource, and build trust. And that’s when a lead becomes a paying part of your community!
Before you get on with your SaaS content marketing game plan, you’ve got to set a goal. Think about what you want your marketing to achieve and make it realistic. Set the goal as early as possible so that all your content is geared toward achieving it.
Always remember that content marketing is a long-term strategy. So, when you’re setting a goal, you can’t expect to accomplish it overnight. However, it will be well worth the wait.
Examples of goals you can achieve with SaaS content marketing are lead generation, increased revenue, brand awareness, brand loyalty, nurturing leads, and customer education.
These all sound great, right? So how do you pick one main goal?
Well, think about your overall business goals and choose a content marketing objective that aligns. For example, if you’re a new SaaS start-up about to go to market, your business could be aiming to obtain an audience base and new users. So, you would benefit from a brand awareness goal to get your name out there.
The best way to create content that will speak to your customers is to really understand them. Get familiar with their typical demographics, wants, needs, and pain points.
Here are a few ways you can better understand your customers to support your SaaS content marketing strategy:
One of the main differences between a B2C and a B2B SaaS content marketing strategy is how you understand your customer. B2B buyers are looking to benefit their business, and this involves more than just one person. However, you can still understand the target business customer and their needs by creating a persona that will help you gear your content accordingly.
To help you plan out your SaaS content marketing strategy and get everyone in your organization on the same page, establish a content framework. Here is what the framework should include:
Let’s say you are a B2B SaaS company that helps small retail businesses streamline processes. Within your B2B content marketing strategy, your framework might look like this:
Want to stand apart from your competitors? Show your audience how you beat the rest by addressing their pain points.
Pain points are the areas in which your customers suffer. Your product addresses these in one way or another, and that’s your selling point. You can find out your customers’ pain points through surveys, market research, user testing, and in-person interviews. One of the best ways is to read your product reviews on forums and social media.
The main ways to distribute content are through your website or social media. You can think of your website as your “hub”; it holds all your info and directs your audience to where they need to go. Social media is where you will get your content out to a broader audience, so it’s the “distributor”. “Referral traffic” refers to the people who have come to your hub via a hyperlink from other sites.
Decide which social media platform is best for your business. Think about where your customers are likely to be and how they will find you. If you’re a B2B SaaS company whose target client is a financial business, you will probably want to use a social media network like LinkedIn to deliver blog content.
An editorial calendar is essential to your SaaS content production strategy. It is where you will plot out your planned content distributed daily, weekly, or monthly. Editorial calendars should be flexible; adjust your content plan based on the results and insights gathered from monitoring the content distribution.
Unfortunately, writing your first blog post isn’t as easy as putting pen to paper and seeing what happens. But it’s certainly possible to create blog posts that will engage your audience, build your brand, and help you meet your SaaS content marketing strategy goal.
Here are a few tips that will help you write a blog that gets results:
As Benjamin Franklin once said, “By failing to prepare, you are preparing to fail”. When you plan out a regular publishing schedule, you’re helping your content marketing remain well-organized and on track. Here are a few things you can do to set up a realistic publishing schedule for your team:
When using your editorial calendar, here are a few helpful tips:
Make life easier by managing your publishing schedule with one of these tools:
A crowd favorite, Trello offers add-ons, an intuitive platform, and excellent workflow management.
One of the excellent features of Monday’s platform is the ability to view content by status, person, or date. You can also see an overview of the timeline.
Asana offers the ability to add a lot of detail, which is a significant bonus depending on your business’ needs.
Publishing velocity is the frequency that you post new content. This is important because the more original content you publish, the more likely search engines will find your page and index it. It’s a crucial part of your SaaS content marketing strategy because being seen by search engines means appearing in more relevant searches.
Say your B2B SaaS content marketing strategy includes publishing once a month, and you’re finding traffic is low and stagnant. You’ll come to realize that you need to increase your publishing velocity. Try dedicating additional team resources to writing new content, outsourcing to freelancers, or sharing articles with other websites. According to eMarketer, 60% of marketers create at least one piece of content every day and benefit from this consistency. Keep this in mind when you’re planning out your content framework.
Once you get a few pieces of content out there, you’ll want to see how they measure up. Evaluate each piece of content and the insight they give you. Regularly reviewing performance helps you determine if and when you need to adjust your SaaS content marketing strategy.
While the metrics will vary in importance depending on your goals, here are a few you should consider:
There are lots of tools out there to help you measure your SaaS content marketing efforts. Google Analytics is a powerful free tool that will give you a ton of detailed and customizable insights. Buffer is a wonderful option for social media analytics. It has a free plan that offers a wide range of insightful metrics on the big social platforms that you can tailor to help improve your outreach. Choosing the right tool for your business will depend on your SaaS content marketing strategy and goals.
A solid SaaS content marketing strategy is critical for today’s competitive environment. Luckily, it’s not rocket science. With this guide, you’re ready to get out there and publish content that thrives.
To summarize, here are the key elements that will set you up for success:
Write 10x faster, engage your audience, & never struggle with the blank page again.