Tips On Creating A Powerful SaaS Content Marketing Strategy
Back in 2016, 38% of businesses relied on SaaS for at least 80% of their software requirements. Two years later, the percentage increased to 51% and by 2022, it is expected to grow to 80%, helping the SaaS market to reach an estimated $220.2 billion.
However, as the SaaS industry continues growing at a fast pace, the competition is becoming fiercer. Therefore, in order to make sure you can cut through the noise, you need to have a solid SaaS content marketing strategy. For best results, you should consider hiring a digital marketing agency that could up your digital marketing game through experience and expertise. However, if your budget doesn’t allow this, the following 5 tips should help you out.
Conduct User Research
In the context of developing a SaaS content marketing strategy, user research or user testing serves a few purposes. It can help you gather raw data from target users regarding their pain points, find out how your target customers solve their pain points without your product, understand how users start searching for products like yours, determine what could persuade them to purchase a certain product, and figure out what users like and dislike about your product.
A good user testing platform will help you collect enough information to work with, organize the customer needs by type, rate their importance, connect them with audience segments and user profiles, and begin looking for patterns.
By identifying the main pain points, you will be able to figure out how to build your messaging and content strategy. If you are at a later stage in the product lifecycle, user testing can help you determine if there are any gaps in your strategy and make the necessary adjustments in your content types, channels, messaging, etc.
Identify Your Keywords
In order to start with your content strategy, you need to know which terms people are typing into Google when searching for a service like yours, i.e. when they’re trying to find a solution for their pain point.
To do this, try to put yourself in your customer’s shoes. What words would they use to look for software similar to yours? The list with the most important keywords related to your product will serve as the main pathways for your content strategy.
Analyze Your Competition
Make sure you regularly check on what your competition is doing. Analyze their content to see what’s working and what isn’t. Are they using similar strategies to yours with their content marketing? Can you identify any gaps in their strategy that may represent great opportunities for you? What can you do to make sure you are ahead of them in terms of content quality?
Be sure to choose competitors who are seeking the same customers as you are, i.e. the customers that provide solutions for the pain points you observed.
Make Sure Your Content Is Interesting and Adds Value
In order for content to work as an effective marketing tool, it has to be interesting, engaging, and relevant. In other words, not all the content you create should be promotional and salesy. On the contrary, you should strive to create quality content (such as white papers and case studies) that will help you establish yourself as an authority in your industry.
Think about what type of content your target customers want and make sure to execute it perfectly. Next, think about the format; most businesses have blogs, but you can also take advantage of podcasts.
Never forget that people reading (or listening to) your content are searching for a solution to their pain point, so be sure to also add value by providing answers to their problems.
Keep a Watch on Your Results
Finally, monitor your results taking into consideration your objectives and KPIs. This will give you an opportunity to determine which parts of your content strategy are successful and adjust them accordingly. If it doesn’t bring the expected results, you’ll be able to determine why it is so and make the necessary changes.
By learning how your target customers respond to your content, you’ll also be able to create even better content in the future.
Content marketing takes time and effort to pay off, which is why many SaaS companies tend to avoid it. It can take months to build momentum, but with a solid strategy and some patience, the results will definitely be worth your while.
Dave is a serial entrepreneur who co-founded Shortlist in 2018, a marketing un-agency that serves as an outsourced dedicated marketing team. He has also co-founded Less.churn, a churn reduction app, prior to selling it in 2018. In 2012, he quit his job to travel the world, and has visited over 65 countries.