Software as a Service, or as it is popularly known- SaaS is one of the most lucrative industries that grew rapidly during the pandemic, and rightly so. And if you are a small and medium SaaS enterprise, you must be well-prepared to swim in this pool dominated by large enterprises whose digital content marketing game is on point. And not to forget, the quality of your marketing will have a significant impact on the performance of your business.
Surviving as a business owner in this day and age is nearly impossible if you do not use the proper marketing tactics to promote your products and services digitally. But, more importantly, as a SaaS company, you will require every available resource to improve your SaaS content marketing. This is to ensure that you can compete with the industry giants.
Digital content marketing is the way ahead for all forms of businesses. Therefore, a comprehensive SaaS content marketing strategy is required for a SaaS enterprise to succeed.
Now, if you have ever stepped into content marketing, you must have heard of the terms SEO (Search Engine Optimization), targeting the right demographic, and Keyword research. However, some intriguing technical details can elevate your marketing efforts from average to high-converting.
In this blog piece, we will discuss some of the most effective content marketing strategies and how you, as a SaaS enterprise, can apply these to your functions. We will also discuss how expert content writing services can be helpful for you to achieve quick but lasting results.
Continue reading to clear all your reservations about SaaS content marketing.
SaaS Content Marketing: Meaning and Implications
SaaS content marketing is all the rage in the digital content marketing industry. However, it is surprising that many people still are not aware of its meaning and implications. Most SaaS companies who understand the purpose and importance of SaaS content marketing either have hired excellent content writing services or have an in-house team that manages the function.
Nonetheless, it is imperative for SaaS companies to understand that digital content is a crucial component of SaaS marketing. And because digital interactions are increasing on a daily basis, it becomes all the more relevant to create and distribute high-quality content online for your target audience to consume.
An effective SaaS content marketing strategy primarily begins with a thorough understanding of the service you provide. The job of an efficient content marketer and content writing services is to collaborate with the production team to learn about the specifications and operational aspects of your services.
Before crafting the perfect SaaS content marketing strategy for your business, you must be able to answer the following questions:
- What exactly does your service do?
- Who is your target audience?
- What makes your service relevant to your target audience, and why?
- How will your service solve your audience’s problems?
Knowing the service well allows you to better explain it to your customers and target audience. So, when you have answers to all these questions, you can build a highly effective and result-deriving digital content marketing strategy.
Who Does the SaaS Content Marketing Strategy Benefit?
While we have focused on SaaS companies, content marketing has a much broader scope and can be used by a variety of companies and businesses. In a nutshell, any company that sells products or services of any kind can benefit from an effective digital content marketing strategy.
Because there are innumerable ways to market and deliver your content to users today, it is critical to hand-pick the best ones. To deliver the message to the audience, content marketing methods such as social media, video content, written and published content, mobile webs, and so on are used. However, the appropriate content is determined by the business niche and marketing strategies.
While you can create SaaS content comprising of articles and blog posts, visual content is more likely to engage your audience. Simply put, a solid content marketing strategy can help any business grow, so it all comes down to making wise decisions.
Nonetheless, it is imperative for SaaS companies to understand that digital content is a crucial component of SaaS marketing. And because digital interactions are increasing on a daily basis, it becomes all the more relevant to create and distribute high-quality content online for your target audience to consume.
An effective SaaS content marketing strategy primarily begins with a thorough understanding of the service you provide. The job of an efficient content marketer and content writing services is to collaborate with the production team to learn about the specifications and operational aspects of your services.
Before crafting the perfect SaaS content marketing strategy for your business, you must be able to answer the following questions:
- What exactly does your service do?
- Who is your target audience?
- What makes your service relevant to your target audience, and why?
- How will your service solve your audience’s problems?
Knowing the service well allows you to better explain it to your customers and target audience. So, when you have answers to all these questions, you can build a highly effective and result-deriving digital content marketing strategy.
The Importance of Content Marketing in SaaS
There must be a strong incentive behind your content marketing efforts when creating content for your target audience. Regardless of the type of content, it necessitates revenue, time, and effort. As a result, you must comprehend the significance and motivation for creating content.
Digital content marketing has proven to be a game changer for many SaaS companies. They have been able to increase their sales exponentially, and so can you. For instance, the right content can help you achieve an overwhelming growth rate of 647%.
Engaging content is central to an effective digital content marketing strategy. Your customers or users should always be driven and interested to listen to your stories and be convinced to invest in your service. As a result, a successful SaaS content marketing strategy will always add value to your brand.
Here are some of the most significant consequences of adapting the appropriate digital content marketing strategy at the right time:
- An increase in traffic from search engines
- Social media audience visits your website more frequently hence, increase website traffic
- Quality content benefits your search engine optimization
- High-quality and engaging content helps you connect to users effectively
- Higher conversions
- Enhanced brand popularity
SaaS Content Marketing Strategies to Grow Your Business
Make a Content Strategy
Every digital content marketing strategy must begin with a thorough plan. Invest time in marketing research and analysis if you want to excel and attract more customers to your marketing funnel. The relevant research will also aid you in developing a solid plan for your current and potential customers.
Most people associate content marketing with blogging. However, this is not entirely incorrect. But, it is preferable to implement a content distribution strategy to make the most of all of your marketing channels. Consider things like video content, blog posts, ads, email marketing, and so on when developing an overall marketing strategy for your company.
In the long run, having a plan makes it easier to execute and analyze performance.
Digital content marketing has proven to be a game changer for many SaaS companies. They have been able to increase their sales exponentially, and so can you. For instance, the right content can help you achieve an overwhelming growth rate of 647%.
Engaging content is central to an effective digital content marketing strategy. Your customers or users should always be driven and interested to listen to your stories and be convinced to invest in your service. As a result, a successful SaaS content marketing strategy will always add value to your brand.
Maintain a Content Calendar
A digital content marketing calendar can help you keep track of your progress. Furthermore, it enables you to produce content in a sequential manner, which is useful for marketing campaigns.
A calendar keeps everyone on track, especially when you have multiple marketing goals. As it turns out, a content calendar is an excellent way to set goals and timelines for your team.
Furthermore, using the calendar strategically at par with your content writing services can improve sales and lead generation results. And because everything is pre-planned, a calendar is an effective tool for running your marketing strategies on auto-mode.
Create Search Engine Relevant Content
This one is geared more toward the writers, bloggers, and content writing services you hire. There should be two significant motivations for your content when you are creating it- Is it exciting and value-adding for the readers? And how does it appear in search results?
To fulfill the above questions, you must have a presence on search engine result pages (SERPs). Your content has to be pertinent to the search engines’ requirements. Aside from technical on-page aspects such as target keywords and backlinks, which are essential, the quality of the content is the key to optimization.
Your post will only be chosen by the search engine if it answers the user’s query and adds value to their knowledge.
Examine Your Competitors
Not only SaaS, but all businesses should keep an eye on their competitors. Keep reading to know why.
There will always be websites that perform better than you. So, if you have a stable brand, what can you do to keep your paying customers loyal to it? Start by conducting a critical competitor analysis. It begins with a keyword analysis. Your primary keyword should consistently rank first. Compare your competitor’s pages to your own and determine why they rank higher.
Furthermore, when creating posts for Instagram, Facebook, Twitter, and other social media platforms, determine what appeals to your target audience the most. Following that, you must analyze how your competitors approach the same issue. You can consider parameters like size, duration, format, and quality of the content.
Then you can create content that is superior to your competitors.
To fulfill the above questions, you must have a presence on search engine result pages (SERPs). Your content has to be pertinent to the search engines’ requirements. Aside from technical on-page aspects such as target keywords and backlinks, which are essential, the quality of the content is the key to optimization.
Your post will only be chosen by the search engine if it answers the user’s query and adds value to their knowledge.
Implement Link Triggers into Your Content
According to the content marketing industry experts and the trends, Google considers links to be one of the most crucial ranking factors. The right content encourages readers to link to your website, which improves your ranking.
Aside from content quality, SaaS marketers and content writing services can speed up link building by incorporating link triggers into posts. Link triggers will be useful to you in two ways:
- It will be an easier way to communicate
- It will naturally attract more links and an audience
Connect Your Content to Social Media
Nobody knows you and will initially be interested in your website. As a result, don’t expect to start receiving leads and conversions as soon as your website goes live. Similarly, don’t expect people to rush to your content as soon as you publish it. So, here a proactive approach can be beneficial.
After you have published the content, consider ways to promote it so that more people can see it – and some of them will convert. Here, social media channels can help your content fly. Make sure to promote your content across multiple platforms, such as Facebook, Twitter, Instagram, LinkedIn, YouTube, and others.
Aside from content quality, SaaS marketers and content writing services can speed up link building by incorporating link triggers into posts. Link triggers will be useful to you in two ways:
- It will be an easier way to communicate
- It will naturally attract more links and an audience
Focus on Multichannel Marketing
Multichannel marketing gives you a solid online presence. With a single content marketing strategy, you can easily market your services across these platforms: your website, social media pages, YouTube channels, or even a mobile app.
Multichannel marketing can provide you with data such as:
- Customers’ tastes and purchasing habits
- Forecasting your customers’ future needs
- Necessary technological tools for more effectively reaching your customers
This data can also help you create more personalized content for your customers.
Attract with Catchy Titles
Whether it is a landing page on your website, a blog post, news, or a social media post, your content cannot attract an audience unless it has a compelling title. Therefore, your content title should be concise enough that search engines can determine its relevance to the search term while being simple for social media channels to understand.
Catchy titles pique the interest and clicks of the audience. As a result, they can provide more organic traffic and increase the chances of converting leads into customers.
Create Content That Can Be Shared
Understanding who your customers follow on social media is critical to a solid content marketing strategy. It provides information about the type of content they prefer. Here are some examples of popular types of shareable content posts:
- Articles on ‘How To’ do something
- Listicles such as top ten or top five
- The most popular tricks to
- “Top tips” for
Furthermore, your visual content also must be shareable.
Catchy titles pique the interest and clicks of the audience. As a result, they can provide more organic traffic and increase the chances of converting leads into customers.
Improve Passive Link Acquisition
Getting outreach for your content manually can take a huge amount of time. So, to ensure that your content is naturally and regularly circulating among your target audience, you must include elements that make it likely to be shared.
For instance, people love to share content with statistics and facts. So, when you include more such content in your posts and videos, it becomes an excellent post that people would love to share.
- Articles on ‘How To’ do something
- Listicles such as top ten or top five
- The most popular tricks to
- “Top tips” for
Furthermore, your visual content also must be shareable.
Catchy titles pique the interest and clicks of the audience. As a result, they can provide more organic traffic and increase the chances of converting leads into customers.
Create Passive Mobile Marketing Content
Passive mobile marketing entails creating content that resonates with users. With more people having heavy access to mobile phones, your marketing content must address the emotional needs of your customers.
Here are some tips to make your content more appealing:
- Give your content a personal touch
- Create your content around a social issue
- Try addressing current pressing issues
With the rise of mobile webs, your mobile content becomes easier to access. So, use these tips to take advantage of them.
For instance, people love to share content with statistics and facts. So, when you include more such content in your posts and videos, it becomes an excellent post that people would love to share.
- Articles on ‘How To’ do something
- Listicles such as top ten or top five
- The most popular tricks to
- “Top tips” for
Furthermore, your visual content also must be shareable.
Catchy titles pique the interest and clicks of the audience. As a result, they can provide more organic traffic and increase the chances of converting leads into customers.
Beautifully Aligned and Formatted Content Is More Appealing
Not everyone who comes online loves to read lengthy content. Instead, readers prefer to speed-read through articles and read the content they want without devoting too much time to reading the whole piece.
That is precisely why Google and other search engines direct you to the keywords you have entered. As a result, formatting your content is critical for making it easier to find and read for your target audience.
Similarly, when creating videos for YouTube channels, you can optimize them to target your audience by addressing their pain points.
Here are some tips to make your content more appealing:
- Give your content a personal touch
- Create your content around a social issue
- Try addressing current pressing issues
With the rise of mobile webs, your mobile content becomes easier to access. So, use these tips to take advantage of them.
For instance, people love to share content with statistics and facts. So, when you include more such content in your posts and videos, it becomes an excellent post that people would love to share.
- Articles on ‘How To’ do something
- Listicles such as top ten or top five
- The most popular tricks to
- “Top tips” for
Furthermore, your visual content also must be shareable.
Catchy titles pique the interest and clicks of the audience. As a result, they can provide more organic traffic and increase the chances of converting leads into customers.
Stay Consistent with New Content
When you consistently produce new content, your followers and customers will always have something new to look forward to. In addition, publishing new content keeps your existing customers interested and attracts new ones.
Furthermore, having up-to-date content increases your credibility, which is especially important if you are a SaaS company.
A content calendar can be useful in this situation. It can assist you in publishing new and fresh content regularly, attracting more customers into your content marketing funnel. Let us look at some of the many benefits of creating new content:
- It increases your traffic from search engine
- It has the potential to increase visits from social media platforms
- Your customers will be pleased with the current content
In short, producing new material more frequently can help your customers develop a sense of brand identity and loyalty.
Align Content Based on User Intent
Understanding what the user wants is no longer a problem in the age of keyword search tools and Google Analytics. As a result, producing content that users want to see will yield the best results for your sales funnel.
Use research strategies to match your content to the intent of the user. As a result, writing a well-researched blog post for your website will most likely increase traffic.
Keep Editing and Updating the Existing Content
While creating new content is important, so is updating existing content. It may not directly contribute to driving traffic to your website, but it does help to establish your company’s brand identity as woke and with the trends.
Content such as tutorials and how-to articles do not become obsolete quickly. However, you can always add something to your current content to make it more appealing to the readers while repurposing the old content.
Extract Benefits from Blogger Outreach
Blogger outreach allows you to reach a larger audience. Blogger outreach can be a valuable tool for nurturing leads and expanding your customer base. The goal is to present your content to other professionals and persuade them to use your products and services.
Personalized emails are the most practical way to reach these bloggers. But, more importantly, in addition to gaining more prospective customers, you will gain interesting insights from such professionals, which will provide you with new content ideas.
Blogger outreach is no longer considered spam. It’s not okay to scrape the emails of everyone in your industry and contact them, pleading for a link.
So, send the bloggers a brief, to-the-point email outlining your services. Make sure to include something personalized for the reader because it increases the likelihood of them endorsing your proposal.
Don’t Fixate on the Word Count
Search engines such as Google are intelligent enough to detect word count tricks. Surprisingly, word count is not always crucial for search engine ranking.
It is a common misconception that longer articles generate more web traffic. Your content creation team should not be obsessed with word count. It is more about producing high-quality content through suitable mediums such as blogging, social media posts, or any email marketing tool.
Marketing with Video Content
Video content marketing is an evergreen marketing method that allows you to target customers from any niche. In general, video content is more generic, so you do not have to worry about customer maturity or intellectual capabilities as much.
Furthermore, it is more accessible and engaging than a blog post. However, when creating marketing videos, there are a few things to keep in mind:
- Create tutorial content, how-tos, and the likes
- Consider using video marketing to build a brand identity rather than just advertising to get more customers
Use Content Portfolio to Organize Your Content
With consistent content marketing, you will accumulate a large amount of material to work with over time. So, it becomes imperative to start categorizing and organizing valuable content into different niches.
A portfolio makes it easier to find and reuse your content in the future. Furthermore, a diverse range of content increases your chances of meeting your marketing objectives. So, here is a rundown of what categories you can divide your content:
- Bait links
- Sales enablement through SEO content
- Content for thought leaders
Witness One Digital Land Make the Most Effective SaaS Content Marketing Strategy for You
The SaaS industry is likely to set new records in the future as buyers and sellers adapt to the new digital interaction. An effective SaaS content marketing strategy revolves around your service and how it can engage users in order to become profitable for the company. And it is how you market your services that will define your status among the big names.
If done correctly, content marketing can have a long-term impact on your customers and followers because the first thing the audience sees about your brand or service is your content.
Join hands with One Digital Land to create the most flawless SaaS content marketing strategy. Let us help you from falling behind on the latest content marketing trends.