Content marketing is a powerful lead generation tool used by virtually all software as a service (SaaS) companies in the industry today. The goal of every SaaS content marketing strategy is to create engaging content that produces the desired leads and conversions for SaaS businesses. However, SaaS content marketing is easier said than done. The competition is getting tougher these days. The market is becoming heavily saturated with promotional content. Thus, SaaS businesses need to step up their game to stand out.
In this article, we will discuss how to create an actionable SaaS content marketing strategy. But first, let’s lay the groundwork by defining key terms.
WHAT IS SOFTWARE AS A SERVICE (SAAS)?
For starters, let’s define what SaaS is. SaaS, or software as a service, is a software licensing model in which software access is provided to clients on a subscription basis. It uses cloud technology to grant users access to business software applications. With SaaS, the software is located on external servers instead of being installed in-house. It removes the need for expensive IT hardware, such as data servers.
HOW DOES SAAS BENEFIT YOUR CLIENTS?
More than just a software licensing model, SaaS has become a software sales and pricing method as well. It offers plenty of advantages for your clients compared to traditional software solutions. As a SaaS provider, you need to understand how software as a service benefits your clients before you can start creating a content marketing strategy tailored to your business.
- SaaS solutions are cost-effective.
SaaS products generally cost less to access and maintain. Clients are billed monthly, with the service subscription already including the use and maintenance of the software. Indirectly, SaaS allows your clients to save in the long term because they don’t have to buy and maintain expensive IT infrastructures.
- SaaS solutions are highly scalable.
SaaS solutions are for everyone. Scalability is one of SaaS’ greatest strengths compared to traditional software solutions. Software as a business is web-based so it can be scaled up or down depending on the needs of your clients with relative ease.
- SaaS solutions are user-friendly.
SaaS solutions are provided to clients without the need for an on-site IT support staff. Because of these, SaaS products are designed to be as user-friendly as possible. They often make use of simple and effective user interface elements that even the most novice of users should be able to recognize.
WHAT IS CONTENT MARKETING?
Now that we have defined what software as a business or SaaS means, let’s go to content marketing. Content marketing is a marketing approach that involves the creation and distribution of online materials, such as social media posts, blogs, and videos, that don’t explicitly advertise a brand but seek to arouse customer interest. As stated above, it is a powerful marketing strategy that almost every SaaS provider today makes the most out of.
B2B VS. B2C SAAS CONTENT MARKETING: WHAT’S THE DIFFERENCE?
Software as a service is a big industry. SaaS providers can be classified into two categories. These are the business-to-business (B2B) and business-to-customer (B2C) SaaS companies. Their main distinction lies in their customer base. Because of this distinction, it is not a surprise that their approach to content marketing differs as well.
B2B companies offer business-to-business software to business organizations, whereas B2C providers focus on end users as their primary clients. B2B providers specialize in business applications that offer a broad range of functions, such as customer relationship management (CRM), enterprise resource planning (ERP), and sales force automation (SFA). A B2B SaaS purchase can either be for resale for internal use or resale for profit. On the other hand, B2C software is for personal use and addresses the needs of an average consumer. Examples of B2C software include office suites, online gaming subscriptions, and personal antivirus applications.
TIPS FOR CREATING AN ACTIONABLE SAAS CONTENT MARKETING STRATEGY
The key to a successful SaaS content marketing strategy is creative and engaging content that captures the attention of your target audience. It must provide them with actionable information and entices them to subscribe to your SaaS products. While setting the goal is easy, getting there is the challenge. You must invest in creating high-quality content. If you must, strive to produce evergreen content because it will generate leads and drive revenue for your company not just today but also in the future. Get started with your content marketing strategy by keeping these tips in mind:
- Identify your target audience.
As with any marketing strategy, identifying the target audience is the step that precedes everything else. When you know who your content is for, you will know what’s the best content strategy to use. You have to consider their motivations and goals. For instance, business organizations might be seeking higher profits or smoother operations while end users’ needs will be more about finishing a task or completing a personal goal. You can visit this blog for more information regarding this matter.
- Create content with a specific problem in mind.
When creating content for SaaS marketing, you must focus on clients’ pain points. These are the main problems that your clients want to be fixed and that your SaaS products can solve. How do you do this? You can start by getting a grasp of what your clients’ daily lives look like and identifying obstacles that get in their way. You can also go about this by doing it in reverse. Think about the pain points that your SaaS product can solve and visualize how these scenarios can happen to your clients in real life.
- Develop a keyword strategy.
Any digital marketer would know that consumers don’t normally search for brand or company names on search engines. Instead, they will look for products or services that address and solve their pain points. To do this, consumers will use phrases related to a solution such as your SaaS product. In digital marketing, these words are called keywords. In creating your content marketing strategy, you must learn the most important keywords associated with your SaaS solution.
- Define metrics that matter to your SaaS business.
How do you know if your SaaS content marketing strategy is successful? Use metrics. Marketing metrics are used as a quantifiable way to track your performance and gauge your strategy’s effectiveness. Also, be sure to identify your KPIs or key performance indicators. You can make your metrics easier to track by using a metrics dashboard that is updated in real-time.
- Use your company’s vision as a guide.
One of the things that you need to do when creating your SaaS content marketing strategy is to make sure that you stay true to your vision as a company.
For instance, you envision becoming the most trusted SaaS provider in your line of business. Then, your SaaS content marketing efforts should be focused on building trust among your clients. You can achieve this by providing your clients with highly informative content that will educate them about your SaaS products and how to utilize them effectively and efficiently.
- Make your content interesting and engaging.
SaaS content marketing is all about the content. So, you have to make sure that yours will spark the interest of your clients and keep them engaged. Your content should be relevant to them and their needs. Otherwise, all your efforts will fall short as your clients will lose interest in what you have to offer. Aside from creating high-quality blogs, you can also boost customer interest by collaborating with influencers in making informative podcasts.
- Publish content that provides value for your clients.
More often than not, a client will arrive and stay on your blog page because they are looking for a solution to a particular pain point. Therefore, you must make sure that they will find what they are searching for.
However, creating content with their pain points in mind is not the only way to provide value to your clients. You can also publish blog articles that offer helpful tips and suggestions that will make them more efficient and effective in accomplishing a task or achieving a goal.
- Plan your content distribution strategy.
What good is a high-quality, engaging, and creative piece of content if it can’t reach your target audience, right? Sure thing, proven and tested search engine optimization techniques can help lead your clients to your content through search engines, but you can do more to increase your content exposure.
Digital channels are a great way to start. B2B SaaS companies can take advantage of email marketing and LinkedIn to connect with more business clients while B2C SaaS providers can use popular social media platforms to reach out to more end users.
Diversifying your content distribution strategy will need a bit of experimentation. So, don’t be afraid to test your channels with different approaches.
- Understand your SaaS competitors.
The software as a service business is a vast and highly competitive industry. Therefore, you must expect competition regardless of how unique your niche might be. However, this is not something that should prevent your SaaS company from growing. You can use your competition to your advantage.
In terms of SaaS content marketing, you can do this by analyzing the strategies of other SaaS providers who are actively seeking the same customers as your business. This will allow you to find out the strengths and weaknesses of their strategies and discover business opportunities that your competitors are missing.
- Monitor the progress of your SaaS content marketing strategy.
After exhausting all efforts to establish and optimize your actionable SaaS content marketing strategy, the last thing to do is to monitor your progress.
Keep a close watch on your results by looking at your metrics and key performance indicators (KPIs). If your SaaS content marketing strategy is not meeting your goals, you can go a few steps back and make the necessary changes to your approach. If your strategy is effective and successful, you can create more high-quality content by analyzing audience responses. Lastly, compile marketing reports so you can use them as references in the future.
THE BEST TOOLS TO SUPPORT YOUR SAAS CONTENT MARKETING STRATEGY
Aside from the tips discussed above, you can also improve your SaaS content marketing strategy by using content marketing tools. These tools can be leveraged to supplement your efforts and assess the effectiveness of your SaaS content marketing strategy.
Listed below are some of the SaaS content marketing tools that you can use to augment your SaaS content marketing strategy:
- Google Analytics
Web traffic is one of the core key performance indicators (KPIs) for content marketing, so monitoring this data is a must for SaaS companies.
Google Analytics is a web analytics service that tracks website traffic. This content marketing tool provides you with detailed reports that can help you have a better grasp of who your content is reaching, how long they stay on your website, and if they are converting or taking the desired actions your website is leading them to.
Google Analytics is free and can be used with other tools to provide you with data-rich insights into measuring your content marketing strategy’s success.
BuzzSumo is a cloud-based tool that helps you discover the best engagement, content, and outreach opportunities across social and search platforms. As a SaaS content marketer, you can use BuzzSumo to discover the types of content that are trending in your niche. What’s more, it allows you to conveniently monitor your competitors’ strategies that are gaining attention. This insight will help you create an actionable content marketing strategy that will generate leads for your SaaS business.
Nowadays, it is said that the average human attention span is already shorter than that of a goldfish. Whether you agree with this statement or not, one thing is for sure: the digital age has greatly changed the way we process information. Everything that we want to know or look for is just one click away. If a client doesn’t find an article, page, or website interesting enough, they are also just one click away from moving on to the next.
As a SaaS content marketer, this means that publishing high-quality content on your blog page or social media platforms may not be enough to ensure the success of your SaaS content marketing strategy. Adding visual elements to your content can go a long way in sustaining interest and keeping clients reading up to the last paragraph. Aside from giving life to your content, visual assets are easily shareable across websites and social media platforms.
Piktochart, a web-based graphic tool and infographic maker, is a great choice for SaaS companies that are on a tight budget and content marketers who have no background in graphic designing.
Software as a service or SaaS, as a business model, is fast becoming the norm of the digital age. As more and more players enter the SaaS market, SaaS companies need to step up their game to stand out against the competition. One way to accomplish this is by creating an actionable content marketing strategy. This is easier said than done, though. However, if you put enough effort into developing a content marketing strategy that integrates your marketing goals and your company’s vision, becoming a leader in the SaaS market is greatly achievable.