In today’s digital world, content marketing has become a vital aspect of any business’s online presence. This is particularly true for Software as a Service (SaaS) companies, which rely heavily on engaging and informative content to attract and retain customers.
As we know, content is a core part of an SEO strategy and is one of the main three pillars of the digital marketing tactic.
This makes content strategy an important asset – helping to expand your reach in search, engage your target audience, and convert.
According to SEMrush’s State of Content Marketing 2023 Global Report, 97% of SaaS companies are finding some degree of success in their content marketing efforts.
So, how can you do the same?
In this article, we will explore the top five content strategies that SaaS sites can employ to drive traffic, generate leads, and ultimately increase conversions.
Table Of Contents
- What is a content strategy for Saas?
- What are the types of SaaS content?
- Blog posts for SaaS
- Whitepapers & eBooks for SaaS
- Case studies for SaaS
- Webinars & tutorials for SaaS
- Infographics for SaaS
- Why is content marketing important for SaaS companies?
- 5 steps to a successful SaaS content strategy
What Is A Content Strategy For SaaS?
A content strategy for SaaS is a tailored plan that outlines how a company will create, distribute, and manage its content to achieve specific business goals.
It involves identifying target audiences, understanding their needs and pain points, and creating content that effectively addresses these concerns.
A comprehensive content strategy considers all stages of the conversion journey and aims to provide value at every touchpoint.
It also targets specific queries that your target audience is searching for – tying nicely into your SEO campaign.
Developing a content strategy for SaaS requires a deep understanding of the industry and the specific challenges faced by SaaS companies.
It is crucial to conduct thorough market research to identify the target audience and their preferences.
By understanding the target audience’s needs and pain points, companies can create content that resonates with them and solves their problems.
One of the key elements of a successful content strategy for SaaS is creating content that educates and informs the target audience.
This can be achieved through various types of content, such as blog posts, whitepapers, case studies, and ebooks. These resources not only showcase the expertise of the company (an important part of E-E-A-T) but also provide valuable insights and knowledge to the audience.
In addition to educational content, SaaS companies can also benefit from creating content that showcases the features and benefits of their products.
This can include product demos, video tutorials, and comparison guides.
By highlighting the unique selling points of their software, companies can attract potential customers and differentiate themselves from competitors.
Another important aspect of a content strategy for SaaS is the distribution and promotion of content. Creating great content is only half the battle; it also needs to reach the target audience.
SaaS companies can leverage various channels such as social media, email marketing, and industry publications to distribute their content effectively. By utilising a multi-channel approach, companies can maximise the reach and impact of their content.
Furthermore, a content strategy for SaaS should also include a plan for content management and optimisation. This involves regularly updating and refreshing existing content to ensure it remains relevant and up-to-date.
It also includes analysing the performance of content through metrics and analytics to identify areas for improvement and optimisation.
SaaS SEO doesn’t need to be complicated. A robust content marketing strategy incorporated into an SEO campaign is a surefire way to improve a site’s organic visibility and performance.
What Are Types Of SaaS Content?
SaaS companies can employ various types of content to engage with their target audience and establish their expertise. The most common types of SaaS content include:
- Blog Posts: Informative and educational articles that provide insights, tips, and thought leadership in the SaaS industry.
- Whitepapers and Ebooks: Comprehensive guides that delve into specific topics, providing in-depth information and actionable takeaways.
- Case Studies: Real-life examples of how a SaaS product or service has helped a customer overcome challenges and achieve success.
- Webinars and Video Tutorials: Interactive sessions and step-by-step guides that showcase the features and benefits of the SaaS solution.
- Infographics: Visual representations of data and information that simplify complex concepts and make them more engaging.
Now that we understand the types of content available let’s explore why content marketing is crucial for SaaS companies.
Content marketing plays a vital role in the success of SaaS companies, particularly when combined with SEO copywriting. It allows them to establish their brand, build trust with their target audience, and position themselves as industry leaders.
By creating valuable and informative content, SaaS companies can attract and engage potential customers, educate them about their products or services, and ultimately drive conversions.
Blog Posts For SaaS
Blog posts are an essential component of SaaS content marketing.
They provide a platform for SaaS companies to share their expertise, industry insights, and thought leadership.
Through informative and educational articles, SaaS companies can address pain points and challenges faced by their target audience, offering valuable solutions and tips.
Blog posts also help in improving search engine rankings, driving organic traffic to the company’s website, and increasing brand visibility.
An example of blog posts that offer detailed insights and useful information to a target audience is Monday’s platform comparisons:
Whitepapers & eBooks For SaaS
Whitepapers and ebooks are another powerful type of SaaS content. These comprehensive guides offer in-depth information on specific topics related to the SaaS industry.
They provide readers with actionable takeaways and practical advice, positioning the SaaS company as a trusted source of knowledge.
Whitepapers and ebooks are often used as lead magnets, where users are required to provide their contact information in exchange for access to the valuable content.
This allows SaaS companies to generate leads and nurture them through the sales funnel.
They can be used in collaboration with other digital channels such as paid ads on search or, perhaps more effectively, on social media. They can be a quick and easy lead-capture method.
Aveva are one of many SaaS sites who use whitepapers to capture leads.
Case Studies For SaaS
Case studies are a compelling form of SaaS content that showcases real-life examples of how a SaaS product or service has helped a customer overcome challenges and achieve success.
By highlighting the positive outcomes and tangible results, case studies provide social proof and build trust among potential customers.
They demonstrate the value and effectiveness of the SaaS solution, making it easier for prospects to make informed decisions.
Case studies should be comprehensive and should highlight the core areas that you are wishing to sell as a business.
Tie up your case studies with real testimonials from your customers / clients, particularly from big brand names. Allow potential new customers to connect you with a brand that they already know or have heard of.
This form of social proof can help with customers in the research and evaluation phases of the buying cycle.
Hubspot have plenty of case studies to give you some inspiration.
Webinars & Tutorials For SaaS
Webinars and video tutorials are interactive and engaging forms of SaaS content.
They allow SaaS companies to showcase the features and benefits of their products or services in a more dynamic and visual manner.
Webinars provide a platform for live demonstrations, Q&A sessions, and expert discussions, creating a sense of community and fostering engagement.
Video tutorials, on the other hand, offer step-by-step guides and walkthroughs, helping users understand and utilise the SaaS solution effectively.
Intercom are a great example of a SaaS site offering webinars and tutorials (live and on-demand) to support their content marketing strategy and keep customers engaged.
Infographics For SaaS
Infographics are visually appealing representations of data and information. They simplify complex concepts and make them more digestible for the audience.
Infographics are highly shareable and can be used across various platforms, including social media, blogs, and presentations.
By presenting information in a visually appealing manner, SaaS companies can capture the attention of their target audience and convey key messages effectively.
Many marketers may see infographics as an ‘old school’ technique, but this couldn’t be further from the truth. Infographics are still just as effective now as they ever were, particularly as user attention with longer forms of media is reducing.
SaaS companies have a wide range of content options at their disposal to engage with their target audience.
By utilising blog posts, whitepapers and ebooks, case studies, webinars and video tutorials, and infographics, SaaS companies can establish their expertise, build trust, and drive conversions.
The Australian Bureau of Statistics even has its own dedicated infographics section!
Why Is Content Marketing Important For SaaS Companies?
Content marketing plays a vital role in the success of SaaS companies for several reasons:
- Establishing Authority: By consistently creating valuable content, SaaS companies can position themselves as industry leaders and gain the trust of their target audience.
- Driving Organic Traffic: High-quality content optimised for search engines can help SaaS sites rank higher in search results, increasing visibility and attracting organic traffic.
- Generating Leads: Valuable content serves as a magnet for potential customers, capturing their attention and encouraging them to provide contact information in exchange for access.
- Building Customer Loyalty: Regularly publishing new and insightful content keeps existing customers engaged and fosters long-term loyalty.
Now that we understand the importance of content marketing for SaaS companies, let’s break down the top five steps to implementing a content marketing strategy for SaaS.
Step 1: Build A Content Foundation
Before diving into content creation, it is crucial to lay a solid foundation. This involves defining your target audience, identifying their pain points, and conducting thorough keyword research.
By understanding your audience’s needs and aligning your content with their interests, you can create highly relevant and engaging content that resonates.
In addition, it’s essential to define your brand voice and tone, ensuring consistency across all your content. This establishes a recognisable identity and helps build trust with your audience.
Step 2: Audience Research
Effective content strategies require detailed audience research. This involves understanding your target audience’s demographics, preferences, and online behaviours.
By creating buyer personas and conducting surveys or interviews, you can gain valuable insights that inform your content creation process.
Furthermore, social media listening and analytics tools can provide valuable data on what topics and formats resonate the most with your audience.
This information can help you tailor your content to meet their specific needs and preferences.
Step 3: Consider All Stages Of The Conversion Journey
Successful content strategies consider the various stages of the conversion journey.
This includes creating content that targets prospects at each stage, from awareness to consideration and finally, decision-making.
At the awareness stage, focus on creating informative and educational content to capture the attention of potential customers.
As prospects move towards consideration, provide them with detailed comparisons, case studies, and testimonials to help them evaluate your offering.
Finally, at the decision-making stage, offer compelling incentives and testimonials to encourage prospects to choose your SaaS solution over competitors.
Step 4: Build Topical Authority
Building topical authority involves creating content that establishes your SaaS site as a go-to resource in your industry.
This can be achieved through consistent blogging and thought leadership articles that address relevant industry topics, trends, and challenges.
Furthermore, collaborating with industry influencers and experts to create guest posts or co-authored content can help expand your reach and establish credibility.
Step 5: Create A Reason For Users To Keep Coming Back
Retaining existing customers is just as important as acquiring new ones.
To foster customer loyalty, create a content strategy that provides ongoing value to your audience.
This can include regular product updates, advanced tips and tricks, exclusive access to resources, and personalised content recommendations.
An example of a great loyalty-driven content strategy is Salesforce.
They offer a detailed support section and learning section on their site, reducing the potential for inbound calls from existing customers, ability to self-help and a chance to drive more traffic to their site via organic and direct sources.
By consistently delivering valuable content and maintaining a strong relationship with your existing customers, you can foster loyalty and increase customer retention.
In conclusion, implementing a well-rounded content strategy is essential for SaaS companies looking to succeed in the digital landscape.
By building a content foundation, conducting thorough audience research, considering all stages of the conversion journey, building topical authority, and creating ongoing value for customers, SaaS sites can attract and retain their target audience, driving growth and success.
Combine all of the content types above and get creative! You never know what type of content might resonate best with your audience until you try.