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Importance of Content Marketing for SaaS

A study by CoBloom examined the content marketing strategies of 250 global SaaS companies and found that:

  • the world’s top 10% of SaaS blogs bring an average of 45,700 organic visits per month
  • the majority of SaaS blogs focus on educational (36%) and news/PR topics (24%)
  • the top 10% of SaaS blog posts rank for 401 search keywords
  • the best performing blog posts generate over 600 backlinks from more than 150 unique domains

If the content was king before, the results of this study solidified the significance of quality content for good.

Content marketing has always been an important strategy for lead generation. That’s because relevant and valuable content helps customers understand your products or services and “sells” them to your customer without actually sounding “salesy.”

For SaaS businesses, quality content is even more valuable, as readers can educate themselves on software’s benefits, features, tips and tricks, updates, and so much more – from the vendor themself.

The SaaS market is exponentially growing, with around 80% of global companies expected to use at least one SaaS product in 2022.

To establish your brand among such fierce competition, you need a well-developed and in-depth SaaS content marketing strategy.

In the following article, you’ll learn why SaaS content strategy matters and the steps to create one.

Why Content Marketing Matters to SaaS Businesses

Content marketing plays an essential role in business growth and lead generation. Let’s face it: you won’t find a  marketer saying that content is unnecessary or a business declaring their content efforts didn’t yield results.

If you’re still not convinced that your feature-packed, stable, efficient SaaS product needs content to back it up, here are three reasons to persuade you otherwise.

#1 Work on the Technicalities: Boost Keywords, Improve SEO & Acquire Backlinks

You’re probably already aware of the good old technical benefits of content marketing. Presumably, you create quality and valuable content users love. The more time they spend on your page/website, the better their UX is.

Google is all about ensuring its users have a good online experience, so it’ll boost your rankings for targeted keywords to help more people enjoy your content.

Conversely, a large volume of content on a specific topic shows Google you are an authority in your field.

Establishing authority means setting yourself as a thought leader in your niche and others following in your footsteps. So, websites that discuss SaaS-related topics will start to quote you as their resource, meaning you’ll earn some pretty valuable backlinks for your site along the way.

#2 Build Your Brand: Increase Awareness, Become Leader & Establish Identity

SaaS industry competition is fierce, and smaller businesses need content to boost brand recognition.

Moreover, choosing a SaaS solution isn’t like buying shoes – SaaS products are expensive, affect the work of entire enterprises, and aren’t something to replace tomorrow.

This means that users won’t fall in love with your product after a single blog post; rather, they’ll seek consistent value and quality across the board.

So, establish a recognizable brand voice, provide unique industry ideas and opinions, and create engaging content your readers will love to share.

#3 Speak to Your Audience: Recognize Problems & Address Them

A good content marketing strategy tells people who you are and what you do; a great content strategy tells people what you can do for them.

Of course, to buy your SaaS product, users need to know its tech background – features, integrations, specifications, etc. But the key to good content is presenting your features as users’ benefits.

In other words, your audience isn’t really interested in what your solution does – they want to know how it will help them.

Craft your content strategy to build relationships with the right people. Your business’s perfect customers are out there looking for a company like yours. And when they see your content answering their problems, chances are high that they will reach out to you when in need of your services.

Elements of an Effective SaaS Content Marketing Strategy

Content marketing strategies of a hair salon, tech-focused eCommerce, and a SaaS business don’t really differ much. It all boils down to understanding the problems your target audience wants to solve and presenting them the solution in a way that will resonate with them.

Here are three tested-and-proven steps in building successful content marketing.

#1 Identify Your Content Strategy Goals

All paths lead to Rome. Or, in this case, all your marketing activities lead to generating leads, which increases your revenue, which in turn grows your business, after which you have more funds to invest in marketing to attract new leads, earn more capital, and the cycle goes on and on.

And while the ultimate goal of your content marketing is attracting and generating leads, the right content strategy entails more factual aims.

Regardless of the industry, content on the website should speak to customers at all stages of brand awareness.

For your SaaS business, this means creating content for those:

completely unfamiliar with the concept of SaaS

knowledgeable about how a SaaS can help their processes but not aware of your brand/product

aware of your brand/product but not familiar with specific features and benefits

SaaS product users that seek further guidance or help

Creating content of distinct levels of expertise serves unique marketing purposes.

For example, one will boost your company’s brand awareness, the other will convert visitors into leads, and some will strengthen the relationship between your brand and customers.

So, when strategizing your SaaS content marketing, define specific objectives – such as increasing brand recognition, broadening the list of lead contacts, or lowering the number of customer support requests – and craft content that supports those goals.

#2 Define Who Your Target Audience Is & What Pains Them

By understanding the people you want to reach, you will learn to create content that answers their needs.

One way to create winning content is by differentiating your audience based on their stage in the customer funnel. For example, blogs representing your SaaS product’s features and tutorials on tweaking software features doubtlessly speak to two completely different users.

Another method to ideate content is tailoring it to customers’ industries, goals they seek, or processes they wish to optimize.

For example, understand the daily lives of your product users and visualize the main obstacles on the path to their goals. Or, go vice versa: think about the problems your SaaS product solves and create scenarios where you make your target audience’s lives easier.

Create personas of your main target groups, conduct surveys among your existing customers, and examine your site’s visitors and social followers. Draw user insights from various sources and build content tailored to them. This is a proven approach best social media marketing companies

Remember to craft content that speaks about the benefits users will reap by using your SaaS solution rather than “selling” your product’s features.

#3 Build Content Around Targeted Keywords

Effective content marketing strategy cannot exist without understanding the user intent behind their keyword.

Luckily, tools such as Google AdWords Keyword Planner, KeywordTool.io, or SEMrush provide much data on your keywords, their search volume, popularity over time, competitiveness, etc.

Naturally, keywords also indicate your target audience’s intention while googling and their stage of awareness. It’s fair to say users whose queries are “benefits of SaaS in Web Consulting Services” and “best SaaS tools for project tracking” seek distinct information and solutions.

When ideating and creating content, integrating keywords is a must. However, keywords shouldn’t stand in the way of natural, valuable, and quality content.

Rather than praising your company/product, put yourself in your leads’ shoes and answer their burning questions.

Make sure your every content piece has a strong takeaway and provides value to users by presenting answers to their problems.

For example, if you’re doing a brand awareness piece on your time management SaaS software, make sure to specify exact situations in which your product will optimize the reader’s processes. In case you’re writing a tutorial on creating custom reports using your SaaS’s data, drill down the exact steps with screenshots to assist users in their venture.

To Wrap Up

Creating a SaaS content marketing strategy is no small feat. Quality content requires meticulous topic and keyword planning, continual research of trends and competitors, and detailed analysis of the achieved results.

Your first step in content marketing is to know your audience beyond their demographics. By understanding your audience’s problems and tailoring the website content to answer them, you connect with your target customers on a deeper level.

Besides building client relations, relevant and consistent content aids your search engine optimization efforts. Content marketing improves your website’s search rankings, boosts your position as an industry authority, and attracts valuable backlinks.

Define your SaaS content marketing goals, measure relevant metrics, track sales funnels and constantly integrate your findings to achieve better results.

Whether you’re creating your website content in-house or plan to outsource content writing, make sure to craft the content to help prospective customers. Capture their attention, engage them, and provide unique value and information your readers won’t find on your competitors’ websites.

Author Bio: Travis Dillard is a business consultant and an organizational psychologist based in Arlington, Texas. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for DigitalStrategyOne.

Originally posted 2022-03-17 17:56:06. Republished by Blog Post Promoter

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