Carm Lyman is President of Lyman Agency . Getty We live in a digital world that em...Read More
SaaS Content Marketing: The Definitive Guide (2022)
Content marketing is one of the most effective ways to promote your SaaS (Software as a Service) business, sell more, and increase your market share.
But what exactly is content marketing?
Content marketing is the creation and distribution of valuable, relevant, and interesting content to attract and retain a clearly-defined audience — with the goal of eventually driving profitable customer action.
The keyword here is “valuable.” Your content must be valuable to your target audience if you want them to stick around and eventually buy from you.
For instance, HubSpot’s blog attracts millions of monthly readers because they produce high-quality, helpful, educational content that solves its audience’s pain points.
Given the diversity of SaaS solutions that HubSpot offers, its blog is categorized into segments relevant to specific target audience groups, which helps it attract and retain a clearly-defined audience.
If you want to leverage SaaS content marketing to attract and retain your customers and prospects, a great place to start is by reading this post. You’ll learn:
By the end of this post, you’ll have a better understanding of how to use SaaS content marketing to sell more and increase your market share.
So, let’s get started!
The difference between content marketing for a SaaS business and other types of businesses is that the former sells a service, not a product.
Your potential customers don’t just want to know about your features, they want to know how your software will make their lives easier, solve their specific problems, and help them achieve their goals.
This is where valuable, relevant, and interesting content comes in.
If you can produce content that educates your potential customers on how to use your software to solve their specific problems, you’ll be well on your way to attracting and retaining them as customers.
The different types of content you can create for your SaaS business are:
There’s no one-size-fits-all answer when it comes to the types of content you should create. The best way to determine what type of content will work best for your business is to use account-based marketing to personalize your customer experiences.
If you’re selling to large enterprise organizations, you’ll need to create content that’s highly technical and informative. This could include blog posts, white papers, ebooks, and infographics.
If you’re selling to small businesses, you’ll need to create content that’s more general and easy to consume. This could include blog posts, social media updates, and video content.
Regardless of your target audience or industry, it’s important to focus on creating high-quality, valuable content that resonates with your customers and helps them achieve their goals. By doing this, you’ll be able to build stronger relationships with your customers and drive more conversions over time.
Content marketing is a powerful tool that can help you to attract and engage your target audience, generate leads, and boost conversions. When used correctly, content marketing can be an essential part of your SaaS business’s growth strategy.
There are many reasons why you should use content marketing for your SaaS business. Here are just a few:
As the software-as-a-service (SaaS) industry continues to grow, so does the competition for customers. In order to stand out in this competitive landscape, you need to have a strong content marketing strategy.
Your SaaS content marketing strategy should be designed to attract and engage your target audience. It should also be tailored to the unique needs of your business.
Here are a few tips to help you create an effective SaaS content marketing strategy:
The key to SaaS content marketing success is having a good understanding of your target audience’s wants and needs. This means you need to conduct market research using surveys, interviews, and focus groups to get to know your target audience’s needs better.
You should find out:
Once you know who your target audience is and what their needs are, you can create buyer personas. This will help you develop targeted content that speaks directly to your audience’s specific needs.
The next step is to define your goals and key performance indicators (KPIs). This will help you measure the success of your SaaS content marketing strategy.
Some common goals for SaaS content marketing campaigns include:
To make sure your goals are achievable, you need to set KPIs.
For example, if your goal is to increase web traffic, your KPIs could be the number of page views or unique visitors you need to get in a month. Similarly, if your goal is to generate leads, your KPIs could be the number of leads generated or the conversion rate.
You can learn a lot from your competition. A good place to start is by conducting a content audit. This involves going through all of your competitor’s content and identifying what’s working well and what’s not.
You should also look at how often they’re publishing content and what types of content they’re using. For example, are they writing in-depth blog posts, or are they using a mix of blog posts, infographics, and videos?
Once you have a good understanding of your competition’s content marketing strategy, you can start to develop your own strategy.
The next step is to conduct keyword research and analysis to understand your target audience’s search behavior and analyze what opportunities may exist for you.
You can use tools like Google Keyword Planner and Semrush to find keywords that have a relatively high search volume and medium-to-low competition (which means they are easier to rank for).
You should also look at the SERPs (search engine results pages) to see what types of content are ranking for your target keywords. This will give you an idea of the type of content you need to create in order to rank on the first page.
If you’re selling an accounting software solution, it’s best to look for types of content ranking for terms like “accounting software,” “accounting software for small business,” and other related terms.
As you can see in the above screenshot, most ranking articles other than landing pages are listicles on the top accounting software solutions in the market. It’s best to have an influential business accounting professional write a sponsored listicle for you and place your SaaS product on the top of their list (#1).
A content audit is an inventory of the content you currently have on your website and other channels (e.g., social media, email, etc.). This will help you take stock of what you already have, identify gaps in your content, and determine what type of content you should create to attract and retain your target audience.
Once you’ve conducted a content audit, you can start brainstorming ideas for the different types of content you can create to educate your potential customers on how to use your software to solve their specific problems.
For example, if you sell call center security software, you could create educational blog posts on how to use call center software, the benefits of using one, and the pricing of call center software .
These articles would be a valuable piece of content for business owners who are looking for information on how to improve their call center security.
You can also create a comparison post on CloudTalk vs. Aircall or any other call center software to help business owners make an informed decision on which software is best for their needs. This type of content will be best for users in the decision-making stage of the buyer’s journey.
By providing helpful, relevant, and interesting content for every stage of the buyer’s journey, you’ll be able to attract and retain your target audience, and sell more of your software.
As mentioned above, your SaaS marketing content must be laser-focused on topics that are relevant to your target customers at each stage of the sales funnel for the best results.
Here are a few tactics and content types you can use to plan your content calendar during each stage of the buyer’s journey:Awareness Goal: To generate web traffic and brand awareness
Tactics: Blog posts, SaaS product reviews, curated lists of SaaS solutions in your niche, email marketing, social media, influencer marketing, affiliate marketingEvaluation Goal: To generate leads
Tactics: Case studies, your SaaS product comparison with other related SaaS solutions, email list building, newsletters, social media, free ebook downloads, webinars, videosPurchase Goal: To convert leads into customers (subscribers of your SaaS product)
Tactics: Newsletters, free demos and trials, SaaS product comparison guides, account-based marketingRetention Goal: To retain customers (subscribers), upsell, increase advocacy
Tactics: SaaS product updates, tutorials, training videos, special days discount offers on upgrading to higher-value plans, personalized emails, account-based marketing
Once you know which types of content to create and which tactics to use to engage and retain your prospects, it’s time to start creating and publishing content.
When creating your content, it’s important to focus on quality over quantity. This means publishing fewer pieces of content that are comprehensive, well-researched, and engaging, rather than publishing a large volume of low-quality content.
This will help you establish your authority as a thought leader in the SaaS space, attract more traffic to your website, and convert more leads into long-term customers.
Here are a few tips to create engaging content:
One SaaS business using content marketing successfully is Ahrefs, which offers top-notch SEO tools and resources in the industry.
Along with writing well-researched blog posts with actionable tips and steps to follow in the SEO industry, Ahrefs also frequently produces quick videos to cover key topics and give actionable advice to both beginners and experts.
Once you’ve created your content, it’s important to have a strategy in place for distributing and promoting it. This will help you reach more of your target audience, gain more exposure for your brand, and ultimately convert more leads into customers.
Here are a few tactics you can use to distribute your content:
After you’ve published your content and started promoting it, it’s important to monitor the results to see how well it’s performing. This can help you identify areas for improvement and optimize your content marketing strategy accordingly.
Here are a few metrics to measure with each piece of content:
In order to measure and optimize these key metrics, make sure that you have Google Analytics set up on your website, and also track social media engagement using tools like Sprout Social or Hootsuite.
That’s everything you need to know about using SaaS content marketing to attract and engage prospects and sell your software more.
Next, you should focus on consistently producing high-quality content and you’ll be well on your way to driving more traffic, leads, and sales for your business.
If you have any questions or need help getting started, please feel free to send us a message. Thanks for reading!
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