SaaS businesses are always looking for prospective customers, whether that’s via organic search, social media posts or another distribution strategy. One of the best ways to reach them is with via content marketing campaigns.
This means that you need to identify pain points of your customers, and then write content that satisfies their need. Short form content, long form content – they’re both part of a solid content marketing strategy for SaaS.
Content Marketing for SaaS: The Definitive Guide (2022)
One reason why content marketing isn’t at the top of many SaaS companies’ agenda is that there is often a slow return on investment. This is especially true if you use slow burning content marketing methods like SEO.
Nonetheless, an effective B2B SaaS content marketing strategy can prove invaluable in the long run. This can be by simply boosting your brand awareness, all the way through to driving purchase intent visitors to your website.
There are five steps that you’ll want to follow if you’re looking to run a successful content marketing campaign for a SaaS company.
Step 1: Identify Your Strategic Goals for SaaS Content Marketing
There’s no point driving traffic to your website for the sake of it. Many campaigns have a traffic target, but this assumes you already have some data to work with in understanding how many of those visitors will convert.
Also read: Content Marketing for SEO
Generally it’s best to have a goal based on the end result – whether this is getting leads or actually driving sales will depend on your SaaS company. But defining this strategic goal is the first thing you should do when starting a campaign.
Step 2: Define your target audience
Your target audience is the ideal customer or prospect you want to reach. Getting your SaaS in front of the right person is 90% of the battle when it comes to marketing, so it makes sense to spend some time defining your audience.
If you’re using SEO as your content marketing method, the objective here will be to target the right keywords. This enables you to drive traffic that will already have an interest in your SaaS – it’s then your job to convince them why you’re worth it.
Step 3: Create your content
Once you know the keywords you want to target, you can start creating content aimed towards those terms. This means you’ll need to either get the content written up internally or outsource content creation.
Further reading: Content Marketing for Financial Services
When crafting the content you want to ensure you hit the main pain points of your customer. For this reason, it’s necessary to give your content team an in-depth brief that covers everything that your SaaS offers.
Step 4: Analyze and adjust
When you have your targets in place, you’ve identified the target market and finally delivered your content, you can then monitor the campaign. Analyzing the performance of your campaigns and the data it provides is key to long term success.
It is vitally important for a company to monitor and measure their marketing efforts to achieve the results they desire. You can accomplish this by implementing a reporting system that tracks the key metrics you set in your campaign goals.
In other words: you can include this KPI in your campaign tracking results as part of your marketing plan. Use a dashboard to generate custom display data to track a desired KPI. Set up recurring reviews for your campaigns.
The key to attracting and converting visitors is your content marketing strategy. The creation of excellent content requires time and work but the investment can make it worthwhile.
See Also: Content Marketing for E-commerce
Though you may want to create a complete content marketing journey for your customers, the best content marketers know that having real-world data is necessary for long term success. So, running initial campaigns and then adjusting them over the months and years is the perfect content marketing strategy for SaaS.