How to Build Effective Content Marketing Strategy for SaaS Companies?

Nowadays, SaaS businesses with significant content marketing strategies are easily attracting probable customers to their websites and products.

The right content draws the attention of search engines and instructs them where to rank your website in the search results when people are looking for your brand. 

92% of marketers state that content is an important SaaS business asset. 

Moreover, you can give a vast insight into features, usability, and performance and tell your customers what advantages they can obtain from your products and services.

Now the question is, how do SaaS companies can create a crucial content marketing strategy that helps them to grow their business?

Here, in this article, we will guide you with all the necessary aspects for building a content marketing strategy for your SaaS brand.

What is SaaS Content Marketing? 

SaaS content marketing implies trying to sell something with no physical existence. It is a marketing strategy that depends on the use of various types of content, like blog posts, case studies, white papers, infographics, videos, and so on. 

The main purpose of it is to engage possible customers and convert them into loyal long-time customers.

Let’s have a look at some important points that you should keep in mind while creating content for your SaaS business - 

1. Create high quality and relevant content that specifically conveys your business. 
2. Sell both products and support services, whether you are working on B2C or B2B SaaS marketing.
3. Content should be fully SEO optimized. Since SEO is a crucial component of SaaS content marketing and helps your site to rank on SERPs.
4. Get comments and feedback from people regarding your products and assists them with their questions. This will directly influence your sales and increase customers' trust in your brand.

What Types of Content you Should Create for Your SaaS Company? 

In SaaS content marketing, you can use the following kinds of content -

1. Articles – Blog posts are an excellent way to represent your ability, leadership, and SEO efforts.

2. Webinars – Webinars assist in demonstrating your expertise, producing a strong brand and generating more leads. If you associate with another company for a webinar, you can raise content value for your customers.

3. Infographics – Infographics means visual explanations which are gaining popularity on social media day by day. Thus, you can use them in blog posts to highlight valuable information.

4. Email newsletters – With emails, you can showcase your services with all features and encourage customers to be more likely to buy your product

5. eBooks and White Papers – eBooks and white papers can work as a complete guide to give beneficial information and display your proficiency.

6. Videos – Video content marketing is great for telling your journey and explaining services. With video, people get seeable as well as an audio explanation and easily understand everything.

What is the Process of Creating Content Marketing Strategy for Your SaaS Company?

Now let us understand the various methods that can help you in making profitable content marketing planning - 

1. Determine Your Target Audience:

B2C and B2B SaaS content marketing begin with describing the target audience. Before making the content, you should find out answers to some below-mentioned questions - 

• Who is the ideal customer as per your niche?
• How old are they?
• What genders are they?
• What are their hobbies and passions?
• What social media platforms do they use, and which accounts do they follow?
• What other digital items do they purchase?

To start this research, you can make your own customized list of questions. If you have all the required answers, it will become easy for you to create your ideal customer profile.

Additionally, instead of focusing on one market, you can target multiple markets. For this, you just need to construct customer profiles for each of the markets because all customers will have distinct interests.

2. Conduct a Competitors Analysis:

Starting SaaS content marketing without knowing your competitors will not help you anyway. 

Hence, firstly you need to do research to know your competitors and then examine their work. For example, keywords and topics they have used in their content, their backlinks to see from which resources they are getting traffic etc.

This investigation will help you recognise competitors' key strengths, weaknesses, and probably some voids that you can fill in with your content. 

3. Set Your Goal According to Customers' Needs:

After knowing your competition and buyers, you need to identify the breaking points of your customers at which you can motivate them to buy your product. 

This will help you make your content according to the specific needs of your audience. You can make this happen by keeping an eye on visitors’ activities on your website.

For example, which services they are scrolling? How many times have they clicked on any specific product? And so on. 

Apart from that, you can also conduct surveys on social media and get an idea of your customers’ needs. 

Also, always try to obtain feedback from users. With that, you will know the features you are lacking and required to fulfil.

4. Perform Keyword Research:

At each point of searching, your potential customers are using some exact keywords. You need to find out such keywords and start making content on them to solve their queries. 

After learning about such keywords, you can create a comprehensive SaaS content marketing strategy. 

There are multiple keyword research tools are known in the market that you can utilize, like Google Keyword Planner, Ahrefs, SEMrush, BuzzSumo, and more. 

5. Metrics to Track Success of Your SaaS Content Marketing:

Once you have satisfied everything from the previous stages, you can move on to track your success in SaaS content marketing. There are some metrics available that you can use to get insights:

1. Customer Acquisition Cost (CAC) – To calculate this metric, you can use the formula CAC = MC/CA. Here, MC stands for your SaaS content marketing cost, and CA means the number of received customers. 

With the help of CAC numerals, you can specify the most helpful marketing activities to allocate your budget better.

2. Lead Conversion Rate (LCR) – The formula for this measure is LCR = C/L. Where C indicates the number of conversions, and L denotes lead opportunities. 

Thus, you can get many free trial registration as well as sign-ups for the email newsletter. 

Consequently, these are two of the key metrics that help you to measure the success of your SaaS content marketing efforts. 

If you have this data, you will be capable of determining the areas for improvements to gain the most increased number of conversions.

6. Design Your Sales Funnel:

After gaining data from previous steps now you can create a sales funnel which will include the stages to cover for your content marketing strategy. Usually, the sales funnel involves the following stages:

• Awareness
• Evaluation
• Purchase
• Retention

7. Obtain Your Traffic:

You need to take care of causing sufficient traffic to your website and blog posts. Your website and blogs should rank organically on top pages on search engines, and for this, you can follow some easy steps - 

• Build internal and external linking in your content. Hence, getting links from reputed resources will boost your rankings in search engines.
• Do technical SEO on some attributes such as website structure, navigation, and meta information.
• Optimize your content if you figure out any parts of your content are not getting enough traffic. 
• Instead of small blog posts, try to publish extended length blogs covering the complete topic from different perspectives. 
• Send emails to audiences on either a regular or weekly basis and make aware them of your products’ current and upcoming updates.

8. Start Producing SaaS Content:

Now you have all the necessary things to create content from previous phases. So, you can start building content in the following steps - 

• A search for topics relevant to your niche and target audience. 
• Creation of content calendar 
• Hiring content experts
• Content production and editing
• Content publications 

Additionally, you can tell your content creation team the best time to publish your content and also some useful tools that can be used in the above stages.

9. Content Distribution:

SaaS content marketing is ineffective without a compelling distribution strategy. You must know how continually you will publish your content? And also, how you will promote them? 

Below are listed some factors of content distribution that you can consider:

• Where you will position your content like blogs, user guides, etc.
• Whether you want to make available content publicly for all or only for premium users. 
• Websites to spread content.
• Social media groups on which you will promote your content.

10. Observe Results and Adjust Them:

Making good content and publishing them is not sufficient. You need to ensure that your SaaS content marketing is producing the best results. Thus, it is important for you to always monitor the performance of all your campaigns. 

You are required to recognise the key performance indicators (KPI) and track these metrics to understand your business growth. For this, you can use various analytics tools. 

Summing Things Up - 

Today, SaaS content marketing plays a critical role in increasing brand visibility, audience engagement, acquisition, and retention. 

If you share the unique expertise of your business in the form of content, you will be able to build trust and credibility among your target audience. 

Hope the methods we have shared in this article will help you build an effective strategy for your SaaS content marketing and result in lead generation. 

For more such technical SaaS business-related content, stay connected with us and in case of any questions, comment to us.