A successful content marketing strategy can help you reach more people and build valuable relationships with potential customers.
Creating an effective content marketing strategy is a real head-scratcher. According to research, 91% of B2B marketers use content marketing as their overall strategy, and only 43% have a concrete and effective strategy. You must create compelling content that resonates with your target audience and establish a strong brand presence in the industry.
This guide will show you how to create an effective SaaS content marketing strategy in ten steps.
How Is SaaS Content Marketing Different from Other Forms of Content Marketing?
SaaS content marketing utilizes the same strategies and techniques as other forms of content marketing but emphasizes providing insightful content for subscribers to the SaaS product.
Instead of providing basic information about the product or service, SaaS content marketing is geared towards users with a fundamental foundation in what they’re looking for.
A regular content marketing strategy might be focused on introducing new users to the product and helping them understand how it works. SaaS content marketing is more about providing users with tips and tricks for getting the most out of the product or service and staying up-to-date on new features or changes.
Another difference between SaaS content marketing and other content marketing forms is the content’s style and format. SaaS products are often complex; educational content must be provided for users to understand how it works. This means blog posts, webinars, videos, white papers, and ebooks can all be part of a SaaS content marketing strategy.
Finally, SaaS content marketing typically takes six to 12 months, longer than other forms of content marketing, due to the complex nature of the product and its features.
SaaS Content Marketing: Comparison Between Inbound and Outbound
Inbound and outbound marketing are the two main approaches for SaaS content marketing. Inbound content marketing creates high-quality content that draws potential customers to your website. This could be anything from blog posts and infographics to social media posts and webinars.
Outbound content marketing is a more direct approach that involves actively promoting your content. This includes paid advertising, cold emails, and other promotional tactics. Outbound content marketing is great if you’re looking to generate leads quickly or spread the word about a new product launch.
5 Benefits of Curating a SaaS Content Marketing Strategy
There are distinct advantages to having a well-thought-out content marketing strategy for your SaaS business.
Here are five key benefits of curating a SaaS content marketing strategy:
Content marketing is all about getting your message out there and spreading the word. Having a well-thought-out strategy means you can use multiple platforms to reach your target audience, meaning more people will hear what you have to say. Whether it’s SEO, social media, email, or blogging, each platform allows you to get your name noticed and engage new audiences.
Improved Conversion Rates
When customers are presented with well-crafted content that resonates with them, they are more likely to become paying customers. Content marketing helps build trust in your brand and can be used to guide prospects through the sales funnel at a pace that works for them.
Enhanced Brand Reputation and Credibility
Content marketing is a fantastic way to show off your knowledge and demonstrate your product’s or service’s value. Creating constructive content, such as instructional videos and customer testimonials, can help build trust in your brand. That trust encourages people to buy from you, so producing good content to drive sales!
Increased Customer Engagement
Customer engagement is the pivotal point in your sales funnel, as chances of conversion increase as soon as the customers start engaging with your content. Sharing blogs, videos, affiliate and UGC campaigns, etc., ensures your content is seen and engaged with by the target audience. This is an essential component of building loyalty to your brand.
Enhanced Content Quality and Variety
Content marketing allows you to create content with various topics and formats that cater to the needs and interests of different customers. By having an effective strategy, you can consistently produce high-quality content that resonates with your audience.
A 10-Step Guide to Successful SaaS Content Marketing in 2023
SaaS companies must know how to effectively market their services and products to a wider audience.
Get your content marketing right this year. Here is a ten-step guide to a successful SaaS content marketing strategy.
The first step is understanding your audience. Who are you trying to reach? Knowing the target demographic can help create content that speaks directly to them, making engagement more likely.
To get an understanding of who your customers are, consider conducting research such as surveys or interviews with current and potential clients. Additionally, look into social media analytics to determine the age, gender, and location of your customers.
By researching your audience you can:
- Get a better understanding of the preferences and interests of your target demographic
- Uncover potential opportunities for content-based marketing
- Identify trends in what type of content is performing best
- Generate ideas for content formats and topics
Once you understand your audience, the next step is to identify keywords.Content should target specific words or phrases people are likely searching for in your industry. Use keyword research tools like Google’s Keyword Planner, SEMrush, and Ubersuggest to find potential keywords.
When researching keywords, keep in mind the search intent. Are people looking for general information, a comparison between two products, or an answer to a specific problem? By understanding the query, you can craft content more likely to give them what they need. Consider location-specific keywords if your target demographic is concentrated in certain areas.
Define Your SaaS Marketing Goals
Defining goals is important to clearly understand what success looks like before you begin creating content. Think about measurable objectives such as increasing website traffic or boosting leads.
To determine your goals, answer these questions:
- What problem are you trying to solve?
- What do you want your content to achieve?
- How will you measure success?
- What timeline are you working with?
Setting attainable goals ensures that your efforts focus on achievable objectives. This also helps hold yourself and others accountable for the progress made.
Understand Your Product
Another important step is to have a deep understanding of your product. Knowing the ins and outs of what you sell will help you create content that accurately reflects your message and value proposition. Identify unique benefits and features for advertising, so customers can know the value your product offers over the competitors’.
Take some time to become familiar with industry trends and customer pain points. This will help you create a content strategy that provides solutions while positioning your product as the ideal choice. Understanding customer needs can guide you in creating relevant topics.
Generate Creative Content Ideas
Brainstorming creative content ideas is critical to a well-curated SaaS content marketing strategy. It’s important to think beyond the obvious topics and come up with fresh takes on customer challenges and solutions.
Start by talking with customers, industry experts, and colleagues to identify resonating key issues. Create a repository of ideas and conversations around these topics, and then work to produce content that gives helpful advice, shares interesting stories, and provides a unique point-of-view.
Think outside the box when creating creative content ideas. Look for ways to combine different perspectives, highlight customer experiences in a new light, and focus on delivering practical advice that your audience can use immediately.
Build a Content Team that Crushes
A team with the same determination and goals will make your content strategies successful. To build a team that will crush it in the content marketing game for SaaS, you need to think about who your collaborators will be and the skills they require.
You need four key designations on your content team:
Content Lead: The content lead is the driving force behind all content activities, planning out strategies and tactics, setting up goals and objectives, developing ideas for content campaigns, and managing creation.
Content Strategist: A content strategist researches audience preferences, analyzes trends in the market, edits, and uses SaaS SEO best practices to develop new ideas and ensure they are perfectly executed.
Content Creator: The content creator executes all these great ideas into appealing content. You need a mix of content creators based on your content type. This includes content writers, videographers, designers, animators, etc.
Content Marketing Manager: This person takes all the pieces (Content Lead, Content Strategist, and Content Creator) and puts them together so that your content is consistent and cohesive across different platforms. They get your content out there, set up distribution channels, and monitor performance.
Build a Content Funnel
Content funnels are essential to an organized path to drive prospects through your website and into your sales funnel. A content funnel is an organized series of activities that leads users toward purchase or conversion. It starts with generating awareness, builds on interest, leads to desire, and results in action.
At each stage of the funnel, it’s important to use content tailored to the user’s needs at that milestone. For example, when generating awareness, you should create content that educates customers on your product or service and why they need it, such as webinars.
As the funnel progresses, the content should become more persuasive and focus on how your product can address customers’ pain-points and provide value.
Give Importance to Quality Over Quantity
Many companies focus too much on quantity over quality when creating a content strategy and producing content. They assume that more is more and end up churning out posts or articles with little substance.
Quality content attracts more visitors and builds trust with potential customers. Quality content also has the power to go viral, giving you more exposure and helping you drive sales.
Create Your Content Distribution Strategy
After you’ve crafted your content, it’s time to think about how to share it with the right audiences and engage them with your brand.
To get started, think about the different channels you have available to you. This includes:
- Email marketing
- Organic social media
- Paid advertising
Ensure all channels align with the type of content you’re creating. For example, if you’re writing about SaaS topics, focus on channels where people in the tech space build networks, like Twitter and LinkedIn.
When distributing your content, be strategic about how you do it and ensure your content reaches the right people at the right time. Test different times of day or days of the week to see which posts get the most engagement.
Track Results and Make Adjustments
Crafting a successful SaaS content marketing strategy is all about trial and error. You’ll need to track the results of your efforts, analyze them, and make adjustments to find out what works best for your objective.
Start by tracking metrics such as open rates, click-through rates, conversion rates, and overall engagement levels with your content. These metrics will help you understand how successful your content is at achieving your goals.
You should also track key performance indicators (KPIs), such as website visits, leads generated, sales conversions, and customer retention rate. This will give you an idea of your overall marketing strategy’s success at moving the needle.
Don’t be afraid to test different topics and formats; adjust your strategy accordingly if something isn’t working. An effective SaaS content marketing strategy needs to evolve as you get more data points from your efforts.
It’s not enough to produce content; you need to know what works explicitly to make the most of your strategy. Produce effective content to shape customer preferences and boost your sales by following the strategies for SaaS content marketing:
- Researching your audience and their keyword intent helps you create content that resonates with them and answer their queries.
- Quality should always come first when creating content, which will help build trust with potential customers.
- When distributing your content, focus on channels that align with the type of content you’re producing and target audiences likely to engage with it.
- Tracking results and adjusting is key—you may have to experiment before finding what works best for your audience.