What is Software as a Service (SaaS) Content Marketing?
SaaS Content Marketing is creating and sharing content that educates, informs, or entertains your target audience to attract new customers or convert leads into paying customers.
Your SaaS company’s blog is usually the cornerstone of your content marketing strategy. By regularly publishing high-quality, valuable blog posts (unless you’re using another type of content like video), you can attract readers to your website and position yourself as an expert in your industry.
Once visitors are on your site, you must keep them there by providing strong calls-to-action (CTAs) that encourages them to sign up for free trials or purchase paid plans.
There are many benefits to implementing a SaaS content marketing strategy. The most obvious benefit is that it can help you organically scale your business by providing quality, targeted content that appeals to your target audience. This, in turn, can lead to increased web traffic and conversions and improved SEO rankings.
In addition, SaaS content marketing is used to build brand awareness and credibility, establish thought leadership within your industry, and create valuable leads for your sales team. When done correctly, a solid SaaS content marketing strategy will provide an ongoing ROI that far outweighs the initial investment required to get started.
1. Understand your target audience
Understanding your target audience is the first step to improving a SaaS company’s content marketing. Once you have an idea of who you’re selling to, creating content that speaks to them personally is essential. It means writing relevant pieces and sharing information the customer will use. It’s important to frequently update your website and blog with new content so that customers feel like they’re getting value from their investment.
By understanding the target audience, you are trying to reach, and what they want, you can create content that appeals to them and promote your product or service in a way that drives sales. This process begins with surveys and other research tools but ultimately depends on old-fashioned gut instinct. If you feel like your target market resembles people you know or have heard about, chances are they’re down for what you’ve got.
For example:
- What are the demographics of your target audience (age, gender, etc.)?
- Who is your ideal buyer, a business or consumer buyer?
- What is your target audience’s income level?
- What is your target audience’s industry?
- What is your target audience’s income level?
- What types of products or services does your target audience use most often?
- Which websites do your target audience visit?
One last thing to remember about ideal customer profiles is that they should be updated continuously. Perfect customer profiles are important because they can help you effectively target content marketing efforts. If you have a good idea of your ideal customer and what they want from your product or service, you can create content that meets those needs. It’s also important to remember that your perfect customer profile may change over time – so be sure to keep it updated!
2. Position yourself as an Expert
Expertise is essential in content marketing, but there are other things that matter. To be an expert in your field, you must deeply understand the topic. By positioning yourself as an expert, you will help ensure that your audience trusts and respects what you say.
It would be best if you also focused on creating content your audience trusts and likes. This means making content that is informative, engaging, and valuable. If you can build a relationship with your audience by providing quality content, they will trust you and be more likely to buy from you.
There are a few things you need to make sure you and your content team are accomplished when it comes to SaaS product marketing:
First, you need to be intimately familiar with your company’s product.
Do some research, read reviews, and watch videos about the product. You don’t want to publish content that is inaccurate or doesn’t reflect the quality of the product. This will only damage your brand credibility and frustrate customers waiting patiently for information on what your new offering can do for them.
Second, be sure you publish helpful content that resonates with your audience.
Not all content will be successful, but if most of it is relevant and helpful, people will appreciate it even more. Make sure every post has a specific audience and focuses on providing value instead of promoting products or services unrelated to the topic. Collaborate with other departments within your company (like sales or customer service), so everyone understands what content should be created and published to boost SEO traffic and grow leads from potential customers.
And finally, stay consistent with your approach over time!
Suppose you start publishing destructive quality content soon after starting up a blog or making changes to existing content. In that case, people may associate your brand negatively with low-quality writing and website development services. Make sure you set high standards for yourself from the beginning so that people know what they can expect from working with you in the future.
3. Identify Keywords
One of the most critical aspects of effective content marketing is knowing which keywords to target. When customers search for information about a product or service, they may use specific keywords to find what they need. For example, if a customer is looking for instructions on installing a new software-as-a-service (SaaS) application, they might type “install SaaS” into Google search.
If you’re a SaaS company with poor content marketing results, it’s essential to determine your customers’ keywords and create content that addresses those issues specifically. Doing this can ensure that your customers find the information they need and help you cultivate organic demand.
One of the most important aspects of keyword research is understanding the competition. By analyzing competitor websites, you can figure out what keywords they’re targeting and make sure your site includes relevant keywords in its content. Look for areas with similar content to yours and see how much traffic they receive for their keywords. If you find a few keywords driving traffic to your competitors, add them to your marketing campaigns.
Ahrefs, a keyword research tool, is an excellent choice for many SEO professionals. Semrush and Keysearch are close competitors to Ahrefs and offer affordable solutions for smaller budgets. You can use Keysearch (affiliate link) if you’re on a tight budget. It’s inexpensive and beneficial.
4. Create Content that Attracts Customers Early in the Buying Process
Once you know what keywords you need to target and what measurable goals you’re aiming for, you can begin producing keyword-oriented content to achieve your goals.
There are many ways to position your company as a thought leader in SaaS, which can help you become an invaluable source of education for brands.
Yes, your brand has everything it takes to play a crucial role in customers’ lives as long as you commit to delivering high-quality content driven by real-life experiences. However, your brand can stay relevant and authoritative over time with an effective system for managing and tracking content. Ultimately, this could impact customer relationships and engagement levels, which is something other than what you want on your radar.
5. SaaS Content Promotion and Distribution Strategy
The distribution channels that a product goes through can either help or hinder its success. A product may only be successful if it can reach a large audience, but it will likely not be successful if it cannot find an appropriate distribution channel to get it to those people.
There are many platforms for content distribution. These platforms can be used for various reasons, such as creating a consistent voice across your website or reaching out to new audiences through influencer marketing. When choosing the right content curation platform, you must consider your goals and needs.
Some of the most common distribution channels are:
- Traditional advertising
- PR
- paid search (Google, Bing, Yahoo)
- Social media (Facebook, Twitter, LinkedIn)
- Public relations
6. Stop Selling and Begin Education
Selling and marketing SaaS products is difficult. Above all else, your company needs to educate potential and current customers about what your product can do for them. You must create informative, helpful content that entertains and keeps readers engaged.
One way to become a thought leader in SaaS is to launch white papers, blog posts, or discussion forums that address industry issues or share best practices. You can also participate in monthly SaaS meetups and recurring webinars on specific subjects related to the cloud computing platform. By staying up-to-date with industry trends and sharing your expertise with others in the community, you can help shape the future of SaaS as it continues to grow in popularity.
Make sure you keep your content consistent across all channels so that potential and current customers have a one-stop shop for information about your product.
7. Measure performance
One way to ensure that your marketing investment is achieving the results you want is to monitor the performance of your campaigns. This can include measuring how many people have visited your website or completed a particular action, such as signing up for a trial or downloading an application.
A content marketing strategy is essential for any SaaS company. However, for some companies, content marketing can take time to execute. A regular review procedure can help identify areas where the company’s content marketing strategy is failing and help fix these issues.
You can create more effective campaigns that deliver on your business goals by understanding where your content is performing well and where it may need improvement.
More Reading on Content Strategy
We have an entire section of the blog dedicated to content strategy. You can check out our recent blogs for detailed information.
- AI-Powered Audience Persona
- How to research your audience to get faster growth
- How to use Artificial Intelligence (AI) for blog writing
Conclusion
SaaS content marketing can be highly successful when done correctly. Any SaaS company can create a strong foundation for organic growth by following the proper steps and best practices. The key is to produce high-quality, targeted content that speaks to your target audience. If you can do this, you will be well on your way to success.
