Most SAAS companies do not put much thought and effort into the content part of their website. That is where the rest of their website campaign goes downhill. Founders spend too much time looking for ways to drive traffic to their websites but overlook the impact a good content strategy can make.
A bold strategy involving customer-centric content drives much revenue and enables a company to reach the right audience. Distributing this content via suitable channels will also help your audience remember you and feel connected to you.
For this to happen, you can reach out to content specialists that provide effective content marketing services to help you engage the users.
6 Ways a Well-Devised Content Strategy Helps Your Website
Outbound marketing has become old and troublesome. The users do not want a flood of notifications in their inboxes, so most of them apply filters and blockers to screen out the interruptive ones. Besides, those cold emails might have worked at some point, but not anymore.
Inbound marketing is about luring people to your website and converting them into loyal customers. Website content optimization is synonymous with this form of marketing and is popular today. It requires you to develop content valuable enough for people to seek it out. When done the right way, SAAS content marketing can:
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Establish You as a Leader
Reliable excerpts depicting your expertise in your field will always impress your visitors.
Nowadays, clients find their service providers through different means, including their content. Let’s suppose someone searches for services that you provide. They will see you as a reliable authority in your industry if your content ranks above others.
Staying above your competitors is necessary for gaining the respect of other businesses, especially in SAAS fields.
Thought leadership content strategy is about creating a stance and cultivating value through content. It aims to deliver content that is authentic, genuine, and uses expert insight. Besides, it is a way to flaunt your individuality by imparting your wisdom.
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Increase Brand Awareness
To buy your services, the customers have to be aware of them in the first place. They will know that you offer certain services only if they know your brand exists.
There are several ways to inform people about your services, but nothing tops the impact of engaging content.
Let’s suppose you have a SAAS tool for sales management. A random seller out there does not know about it, so they go to a search engine and look for ways to manage sales. Coincidentally, they bump into your blog post on how to manage sales efficiently. They read and recognize your website as a source of content about work productivity.
Hence, you have created brand awareness and increased the likelihood of your product getting sold.
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Improve Your Credibility
People prefer to buy from people they know, like, and trust. One of the best ways to establish this trust is by being a credible source of information.
Sharing helpful advice related to your niche without urging people to buy anything shows that you care for your buyers. It seems like you do not only care about earning some quick bucks but genuinely want to solve their problems.
Consequently, content marketing can give your SAAS brand a personality by helping you connect with your audience on a personal level. Your customers will see you as more than just a faceless brand bent on selling their software.
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Bring More People to Your Website
Another reason why we would suggest you focus on SAAS content strategy is organic website traffic. More traffic to your website means more likelihood of your product getting sold.
If you publish good content, people will explore more about your website and the services you offer. Valuable and helpful information will impress them and compel them to avail what you offer.
You might notice that most SAAS marketing focuses on generating people’s interest. Lead conversion is its secondary concern since many people do not realize they need your product. Besides, it takes a lot of time that you do not want to waste on convincing people to buy your software. Instead, you can generate quality leads by sharing a demo of your application.
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Easily Sit with Other Marketing Strategies
Your SAAS content strategy can both stand alone and complement your other marketing strategies.
For instance, consider search engine optimization. It works hand in hand with content marketing because both aims to bring people to your website. SEO helps you target a specific audience by using related keywords in your content.
In addition, social media is another way to bolster your content strategy. You can promote your content across different platforms when you have a strong command of your social media strategy. It expands the reach of your content and ensures a consistent flow of traffic to your website.
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Save Costs and Increases Your ROI
One of the benefits of SAAS content marketing is that it is money friendly. It helps you expand your reach without having to spend thousands on ads. With the help of a unique video, blog, or podcast, you will get more bang for the spent bucks and reach the masses.
You can see three times more leads for every penny you spend on content marketing services as compared to paid search. Besides, paid campaigns are effective for short-term marketing goals only.
If you stay consistent with your strategy, your cost per lead will drop eight percent, thus giving you a higher ROI. So, instead of investing in ads and paid campaigns, put time and effort into the content.
What is different about SAAS Content Marketing?
Content marketing for SAAS is not the usual one. It requires you to take a unique approach to think for your marketing activities to succeed.
SAAS’s content strategy is different because of lower customer anxiety, trust in case studies, product-led content, and a huge opportunity in terms of transactional content.
- Customer friction anxiety is lower because they get to test the products before committing to a deal. Because of this, creators have a margin to prove the value of their product, unlike other service-based industries.
- There is some significant reliance on case studies for demonstration of the value of the products. Companies claim themselves to be problem solvers by referring to their services as ‘solutions.’
- The strategy is product-based or product-led because it revolves around an item that solves problems. Therefore, everything in this content strategy aims to bring the users into the sales funnel.
- Content marketing for SAAS brands comprises a variety of transactional content, unlike e-commerce. They can include product comparisons, suggestions, and alternatives.
How to Win at SAAS Content Marketing?
As discussed earlier, the content funnel for SAAS websites looks different. In a well-devised funnel, the users move from top to bottom.
You cannot expect the top of your funnel to convert readers into potential buyers. So, you might have to spend some time creating simple listicles and how-to pieces without considerable ROI. The bottom of the funnel has the highest conversion rates, even though it does not scream ‘buy our product’ to the users.
If you want to try a new way, create the bottom of the funnel before the top. This way, you can capture the leads searching for you or a solution to the problem your SAAS product solves. It is a section tailor-made for potential prospects. Hence, it can include case studies, the founder’s story, comparison articles, etc.
Once you have exhausted every keyword for the bottom of the funnel, you can move to the middle and then the top.
Frequently Asked Questions (FAQs)
- How do you promote a SAAS brand?
There are several tactics to promote your SAAS Company. Firstly, begin with a demo of your software and create urgency through exclusivity. You can engage with Reddit and give big referrals. Last but not least, develop content to nurture and retain leads.
- What are the biggest mistakes to avoid in SAAS marketing?
There is a list of common mistakes companies make while promoting their SAAS tool. It includes: ignoring the importance of UX (user experience), neglecting SEO, overlooking social media strategy, misusing analytic tools, and focusing more on selling products than customer retention.
- Is it necessary to include video content in your SAAS marketing strategy?
Visual aids are powerful enough to influence the viewers to purchase the software. There is no doubt that video marketers have more likelihood of generating qualified leads and loyal partnerships. However, it is necessary to keep your video content short and crisp. Customers can get bored if the video is time-consuming.
- How to operationally manage a SAAS community?
Building, managing, and sustaining connections in a SAAS marketing world requires you to tailor specific strategies. Firstly, find credible sources that can vouch for your product and influence people’s opinions. Secondly, foster your community by actively engaging with your connections.
- Which content marketing tools to use for SAAS marketing?
You can use Ahrefs Content Explorer, BuzzSumo, or Buffer to publish top-quality content on your SAAS website.
