Content is the king of all marketing campaigns. No marketing strategy is complete without well-researched and value-driven content. Research shows that over 60% of marketers across different industries create various types of content at least once a day. Besides, nearly 60% of marketers have intensified their content marketing efforts following rising competition post-pandemic.
When it comes to the SaaS industry, content marketing plays a key role in helping SaaS companies strengthen their brand reputation and generate leads. However, marketers first need to understand the changing dynamics of the SaaS industry and make their plans accordingly. Hence, businesses need an effective content marketing strategy to get their desired results and compete with other SaaS brands. This is extremely important because SaaS marketing is quite different from conventional marketing and remands robust planning and proper execution.
In this article, we will discuss key elements of a successful SaaS content marketing strategy to help you stand out as a SaaS leader and achieve your desired objectives.
So, let’s get started!
What is SaaS Content Marketing?
SaaS content marketing is defined as a robust, targeted, and well-researched marketing strategy to connect with the target audience and convert prospects into loyal customers. To succeed in today’s highly competitive digital landscape, SaaS companies need multidimensional marketing strategies that deliver measurable results. Hence, SaaS content marketing becomes extremely important to corporate growth and development.
Generally, SaaS content marketing has four key aspects. Research, data analysis, content creation & distribution, and performance monitoring. Once you complete these four steps, you enter the SaaS content marketing competition and differentiate your brand.
Is SaaS Content Marketing Different from Traditional Marketing?
SaaS companies have different target audiences and work on unique buyer personas to get their desired results. Hence, they need to monitor the prospects’ behavior from the first day and make data-driven decisions to build greater brand awareness.
Hence, SaaS content marketing is different from traditional marketing because:
- Understanding digital platforms and technology is difficult;
- The SaaS market keeps innovating with time and demands diversity in content to generate the desired results.
- SaaS content marketing is all about creating and maintaining a certain level of commitment
- You have to educate your prospects, monitor their behavior closely, and follow the buyer’s persona to achieve your goals
- Most importantly, SaaS companies need to address their users’ concerns and present feasible solutions to influence their buying decisions.
Does SaaS Content Marketing Actually Deliver?
This is an important question and is often asked by SaaS entrepreneurs. Therefore, if you are also concerned that why should you opt for content marketing to grow your SaaS business, check out some of the stats below:
- SaaS content marketing improves consumer retention rates by 5-10% and business growth rates by 30%
- Premium WordPress hosting provider Kinsta generated more than 672000 monthly organic views with content marketing
- Nearly half (48%) of potential SaaS buyers review organic content before contacting the customer support representative of a SaaS company
- Well-researched blogs are used by 35% of leading SaaS brands to educate their target audience and convert their site visitors into loyal customers
- SaaS brands can boost their ROI by 647% with targeted content marketing
Key Elements of SaaS Content Marketing Strategy
So, you have decided to opt for content marketing to build your SaaS brand and make it a success. Here are a few things you must consider while working on your SaaS content marketing strategy:
1. Identify Your Target Audience
No marketing campaign can deliver results without identifying your target audience. This step lays the foundation for a robust, focused, and effective content marketing campaign. Hence, always determine your target audience and use these insights in your content marketing campaigns.
For this purpose, consider asking relevant questions about the detailed demographics of your prospects. For instance, if your ideal buyer is a business, collect information about their industry, workforce size, projected goals, budget, etc. However, if you are targeting individual customers, analyze their gender, age, income, level of expertise, designation, and organization. Moreover, observe their user behaviors by monitoring the websites they visit, brands they prefer, features they like the most, and social media profiles they frequently visit.
Eventually, categorize all this information so that you can use it without any hassle.
2. Define Your Content Marketing Goals
Once you have identified your target audience, the next step is to define your content marketing goals. These goals will keep you focused and help you to make the most of your content marketing efforts.
Hence, set SMART goals that can be measured at any stage. Common examples of SMART goals for SaaS content marketing are:
- Increase monthly organic traffic on the SaaS website by 60% in two months
- Improve site ranking in SERPs and bring it to the first page in four months
- Receive 1000 demo requests from worldwide clients within one month
- Get 1000 new sign-ups on the website in one month
- Increase the Lead Conversion Rate (LCR) by over 50% in three months
- Reduce the Customer Acquisition Cost (CAC) by nearly 30% in five months
3. Identify Customer Pain Points
Pain points refer to the challenges that your prospects want to be addressed. In SaaS terms, these are the issues your SaaS product can solve and motivate customers to start their free trial. Identifying pain points is necessary to shape consumers’ buying behavior and generate leads.
Although pain points vary depending on buyers’ needs and industry, given below are common examples of pain points that SaaS companies can address:
Sr. No. | Pain Point | Examples |
| 1 | Emotional pain points | Bad user experience with the current product |
| 2 | Financial paint points | High operational costs, declining profitability, increasing losses, low revenues, or ROI |
| 3 | Technical paint points | Difficulty in technology adoption due to poor training support, Failure to meet expectations from previous SaaS product |
| 4 | Workforce-related pain points | Excessive workload, loss of team productivity due to poor workforce management, low retention rate |
| 5 | Customer Support pain points | Losing customers due to poor customer service |
4. Content Creation
At this point, you have identified your target audience, defined your marketing goals, and determined your prospects’ paint points, it’s now time to create high-value content. However, it requires ample research, close coordination with different departments, and regular monitoring. Similarly, you have to decide the type of content you shall produce and distribute across different platforms.
Follow these simple steps to create value-driven content that would inspire your audience and influence their buying decision:
- Enlist your keywords and track their SEO performance
- Identify SaaS industry trends
- Research topics related to your niche, SaaS industry, target audience, products/services, and buyer journey
- Create different types of content including blog posts, articles, whitepapers, use cases, user guides, case studies, promotional videos, infographics, posters, podcasts, web series, GIFs, animations, etc.
- Make sure to produce original content free from plagiarism
5. Content Distribution
The next step after content creation is to distribute that content and generate organic leads. For this purpose, identify the right channels and platforms where you can get the maximum engagement and achieve your desired goals.
For instance, YouTube is the best platform to market your SaaS company through informative and educational videos. Similarly, Spotify is one of the best platforms for audio marketing through podcasts. Moreover, publish blogs and articles on the official website of your SaaS company to get more leads. Likewise, contact different site owners for guest posting for link-building and SEO purposes and get high-quality backlinks.
Once your content is published, share it across all social networking sites, particularly LinkedIn. This will not only help you increase your outreach but also build new connections with business leaders and tech professionals in the SaaS industry.
6. Performance Monitoring
Lastly, closely monitor the performance of your content and make quick adjustments where required. Performance monitoring is also critical because it tells you areas that need further improvement. Besides, it also helps you to continuously improve your content marketing campaigns and better market your brand in the SaaS industry.
Additionally, always use Key Performance Indicators (KPIs) while evaluating your content performance. Some of the popular KPIs include:
- Number of site visitors per month
- Social media engagements
- Audience response on video and audio publishing platforms
- Comments and responses on blogs and articles
- SEO performance
Final Words
Content marketing is one of the most effective and value-driven marketing techniques. It helps companies expand their reach, connect with prospects, and convert leads into loyal customers. Besides, SaaS content marketing significantly improves brand recognition and differentiates SaaS companies from their competitors.
While formulating your SaaS content marketing strategy, start with identifying your target audience and understanding your buyer’s persona. Similarly, define your marketing goals and determine your customers’ pain points. Based on these insights, create well-research, value-driven, and engaging content to inspire your target audience. Moreover, distribute that content across different platforms and monitor its performance on a weekly or monthly basis for necessary adjustments.
Following this strategy will help you get the most out of your SaaS content marketing and achieve your desired corporate goals.