There are a dozen different marketing channels to choose from for your SaaS product, but if you’ve decided to build your SaaS content marketing strategy, you’ve taken a great first step.
As a content marketing agency that’s worked with SaaS companies of varying sizes and purposes, we can tell you that deploying high-quality content on the right channels is a clear path to growth, whether you’re looking for website traffic, conversions, or reviews. Here, we’re going to dive into what makes SaaS content marketing special, why it’s worth delving into, and how we create outcome-driven content marketing strategies for our clients.
What makes SaaS content strategy unique?
What makes SaaS products so alluring to business owners is exactly what makes SaaS content strategy challenging for marketers. An effective SaaS content marketing strategy has to tie in multiple different aspects.
SaaS products usually follow a subscription-based model. This means the content strategy has to focus on nurturing leads into loyal subscribers and emphasize ongoing value delivery to retain customers.
Not only that, given the complex nature of many SaaS products, the content has to educate users on how to maximize the platform’s features and benefits to support user satisfaction and success.
Furthermore, the SaaS industry is highly competitive, with multiple alternative product options that are ready for customers. So, strategies must prioritize ongoing engagement to reduce churn rates, utilizing blogs, webinars, tutorials, and newsletters to keep users informed and involved.
Despite these challenges, a well-crafted and expertly implemented SaaS content marketing strategy has much to offer. When marketing SaaS products, content marketing remains the cornerstone of a well-rounded marketing campaign.
5 benefits offered by SaaS content marketing
Let’s look at five unique benefits that only SaaS content marketing offers:
Google is one of the best SaaS marketing channels
The best part about SaaS products is their global reach. That means businesses of all sizes and industries can access and benefit from your software solutions. However, that’s when you’ve picked a marketing channel that has a truly global reach.
While there’s no dearth of marketing channels today, organic search remains the topmost traffic source for most websites, driving up to 1000% more traffic than social media. This means if you’re not focussing on Google, you’re not going truly global. Content marketing is one of the best ways to leverage organic search.
Apart from reach, there are other benefits to relying on organic search. Organic search generates sustainable, long-term traffic without ongoing investment. It also gets you pre-targeted customers who are genuinely interested in your offerings.
You can educate your customers and build trust
SaaS products have to bear the burden of notoriously long sales cycles associated with B2B products. However, content marketing allows you to turn this burden into a blessing.
Social media may allow for virality, and PPC may get you fast conversion. However, only with content marketing can you nail the dual objectives of educating and building trust with your audience throughout an already long sales cycle.
When you educate customers with tutorials, guides, and case studies, you give them confidence and set them up for success with your product. This can significantly reduce support burdens, as well-informed users are less likely to encounter issues when utilizing your SaaS products.
That’s not even the best part. Content marketing allows you to create content geared towards self-service onboarding. This means easy scalability without needing to increase support resources proportionally. Sounds good, right?
SEO content provides online visibility SaaS companies need
SaaS companies need visibility to establish brand recognition and enhance brand recall. This factor can’t be understated as SaaS products are intangible, and so much depends on whether or not a potential customer trusts you.
By showing up for a search query, SaaS companies can generate trust in their audience. Whereas, if your SaaS product doesn’t even appear on the SERPs (search engine results page), it’s non-existent in the market. No presence means no business.
SEO content can help furnish this much-needed visibility for your SaaS product. By creating content for search engines, you can ensure that your SaaS product shows up in the SERPs and is easily discovered by your target audience.
Content is a low cost customer acquisition technique
On the one hand, SaaS companies need to focus on existing customer engagement. On the other hand, rapid new customer acquisition is life and death. Guess what? An effective SaaS content marketing strategy has the power to achieve both.
With SEO content, you show up on the SERPs and create ongoing trust and engagement with your audience while priming your audience to become your customers in the future. In this manner, content becomes a cost-effective customer acquisition technique for SaaS companies.
While PPC is another effective way to acquire new customers, SEO content marketing delivers better value. Unlike paid advertising, it doesn’t require ongoing investment and proves better suited for SaaS cash flow as it lowers the CAC (customer acquisition costs) and CLV (customer lifecycle value) over time.
Easy avenue to highlight updates and new features
SaaS content marketing provides an easy avenue for highlighting updates and new features. This benefits both your company and the users.
Through blog posts, newsletters, or other infographics, you can effectively communicate product enhancements and feature releases in a timely manner. Users can maximize the utility of the software and take advantage of enhanced functionalities.
When you set your customers up for success, they trust you more. When you showcase continuous improvement and innovation in your offerings, you engage your users more. Trusting and engaged customers make for the best marketing advocates.
SaaS content marketing has the potential to achieve all this and more, but only when the content strategy aligns with your business goal and objectives.
How we create a content marketing strategy for SaaS companies
Below, you’ll find our process for creating SaaS content marketing strategies that show tangible results
Start building the strategy based on actual needs
All SaaS products share some commonalities, but all SaaS businesses are unique. We start by identifying and understanding the aspects that we can improve specifically for your business in the short, medium, and long term.
In our onboarding call, we explore your target audience and understand your business goals and objectives to create a truly customized SaaS content strategy for your business. This translates into continuous enhancements of your SaaS marketing efforts throughout our engagement.
Conduct extensive keyword research and competitor analysis
Keywords connect you to your audience, so naturally, it is where we look first. We use an extensive array of tools to identify high-volume, low-competition keywords to optimize to rank higher in the SERPs.
Simultaneously, we perform thorough competitor analysis to understand what strategies are working in your industry. We examine competitors’ content, keywords, and backlink profiles to identify gaps and opportunities that we can leverage for your SaaS content strategy.
Develop relevant, quality content based on research
Once we have a strong strategy, we start the content creation stage. We prioritize the development of relevant, high-quality content based on thorough keyword research and competitor analysis.
Whether through informative blog posts, in-depth white papers, or enticing landing pages, we always keep one eye on Google’s quality guidelines and the other on engaging and providing value to your audience. This is how we deliver a positive experience for users and the SERPs.
Regularly evaluate and optimize existing content
As part of our content marketing strategy for SaaS companies, we regularly evaluate and optimize existing content. This ongoing process ensures that our content remains relevant and up-to-date while our clients get the most out of their online collateral.
In what we call the CUP (Content Upgradation Pipeline), we conduct performance assessments of previous content to identify areas for improvement. We steadily deploy our SEO expert’s recommendations until all your content drives better results and maximizes the ROI for your SaaS company.
Ranq will build your SaaS content marketing strategy for you
No matter what size and regardless of the growth stage, if you’re a SaaS company, continuous growth is the only option. Content marketing is a low-cost, high-reward marketing strategy that can get you there.
At Ranq, we understand the unique challenges and opportunities that SaaS companies face in the digital marketplace. That’s why we offer comprehensive SaaS SEO and content marketing services tailored to your specific needs and goals.Our team of experts can craft a customized strategy designed to boost your online visibility, engage your audience, and drive conversions. You’ve already taken the first right step; take the next one by contacting us to stand out in the competitive SaaS landscape.