A Comprehensive Guide on SaaS Content Marketing Strategy

In the coming years, some SaaS firms will merge, others might leave, but many will join the landscape with new offers and services. Eventually, the clutter will make it challenging for companies to reach B2B buyers. Thus, marketers are considering multiple marketing aspects to reach their target audience. Eventually, a SaaS content marketing strategy is critical to stay on top of your game.

Most SaaS marketing strategies focus on content conversions to take the potential customer through each stage of the customer journey. It constitutes creating and distributing blogs and visual content to encourage people to email signups, ebook downloads, etc.

We have compiled a comprehensive guide on creating a result-oriented content strategy for SaaS, including tips on how to distribute your SaaS content and top B2B SaaS content marketing examples.

What is SaaS Content?

SaaS content refers to creating content for SaaS business’s websites, socials, ads, and more. However, SaaS content is not restricted to educating the readers about your products. Instead, it must provide expert insights and information to build topical authority and expertise. Sharing deep insights helps build trust among potential customers, encouraging them to convert.

Furthermore, a SaaS content marketing strategy ensures that your content is aligned across multiple channels with product, development, marketing, and sales on the same page.

Why do You Need SaaS Content Marketing Strategy?

Now that you know what is SaaS content, you might wonder, “What’s the need for a content marketing strategy?” It is understandable when your other marketing channels and strategies bring results. But you might want to explore SaaS content marketing when you know the benefits:

Builds Trust

An effective SaaS content marketing strategy constitutes content that educates and addresses the customers’ pain points. When you address their concerns, the readers trust your expertise and establish your brand as a thought leader. Providing helpful content that guides and educates them on the product and service builds credibility.

Boosts Online Visibility

Content optimization for SaaS marketing strategy also helps improve visibility and bring organic visitors to your site and socials. Content that educates users and provides solutions also builds authority, bringing your website to the top.

Helps Build a Community

Posting content on forums enables you to connect to the users directly and understand the issues. So, you can provide them with solutions and update them with advancements in the products.

Cost-effective

Creating a content marketing strategy for SaaS is among the most cost-effective marketing solutions as it offers a higher ROI by offering valuable content.

SaaS content marketing strategy

How does Content Strategy Help SaaS Businesses?

Did you know that 65% of IT and SaaS businesses spend over $3,000 on content marketing monthly?

Moreover, 97% of SaaS companies mention that their content marketing strategies are successful in some way.

So, how does content strategy help SaaS business exactly?

SaaS business success is attributed to how well the customers understand the niche and the products. Creating content that educates your potential and existing customers helps establish your brand and build a loyal community.

It eventually allows you to address your target audience’s pain points and offer adequate solutions that compel them to sign up for your product.

Thoroughly Research your Audience

When you think of a SaaS content marketing strategy what do you think is the most important aspect? You got it right; it’s audience research.

Creating a content marketing strategy for SaaS requires understanding the concerns and issues of your users to address them effectively. When targeting B2B clients, you must focus on understanding their needs precisely as you must understand all the user personas in the process.

But the big question is, “How to conduct audience research for SaaS?”

  • Become an active part of communities catering to your target audience.
  • Connect to your ideal customers to get an idea of what they expect from products like yours and what impacts their decision.
  • Study your competitors and get in touch with thought leaders in your niche.

Focus on Your Brand Story

You can only create an effective SaaS content marketing strategy when the marketers understand what your brand aims to offer. Thus, you must create a brand and product story that shares your value proposition. Pen down your brand story, USPs, and the tone of your product to create content that converts.

Learn Your Product

Just like understanding your brand story, learning the ins and outs of your product plays a significant role in your ability to market the product effectively. When studying the top B2B SaaS content marketing strategy examples, you will understand that these companies know their product thoroughly.

Whether you plan on creating a SaaS content marketing strategy yourself or looking forward to hiring one, knowing everything about the product is important.

Subscribe to the leading newsletters in your niche and listen to podcasts to help you understand the targeted fields better. Also, stay updated on the latest insights through Google News and Alerts.

Exhibit Expertise and Build Authority

Your SaaS content marketing strategy must also focus on content optimization to boost visibility and increase organic reach.

So, instead of only focusing on trending topics, dive deeper into topics you have a better grip on. Sharing the inside details on these topics establishes your authority and exhibits expertise in the domain.

Connect Content to Buying Funnels

Connecting content to the customer journey makes it easier to target your potential customers by providing the most suitable resources throughout each step. So, you must share content accordingly in awareness and consideration stages before conversion.

Awareness: This phase focuses on educating the target customers on the category, products, and brands. This phase constitutes content like:

  • Blog posts
  • Infographics
  • Survey questionnaires
  • Informative videos
  • Podcasts

Consideration: The next step in your SaaS content marketing strategy is where the customers are aware of your product and competitors in the niche and are in the process of making a decision. The kind of content in this phase includes:

  • How-to guides
  • Presentations
  • Comparisons
  • Product guides
  • Testimonials
  • Free trials

Empower your Customers

Apart from telling customers about your brand and product, educate them on the topic and help them become thought leaders. It lets them realize that you think beyond providing a solution for one problem but aim to help them broadly, empowering your SaaS content marketing strategy.

Quality over Quantity

Posting regularly makes a lot of a difference in bringing organic traffic to your website, but higher quantity never tops better quality. Two high-quality posts in a week are better than four pieces of content that do not offer expertise on the topic.

Provide authentic, practical, and valuable information to the readers, keeping the search intent in mind. Do not leave the readers wondering about unanswered queries. And if you do, add internal links where they can learn more on the subject.

Think Out of the Box

While you might consider playing safe and applying strategies that other SaaS companies use for content marketing, thinking out of the box brings virality.

Create a SaaS content marketing strategy incorporating your brand story and addressing the user’s pain point subtly. Look at your competitors and think of a unique angle on their successful content strategies. Moreover, explore and identify influencers who can help you convey what you want to share with the users.

Compelling Copywriting

Copywriting techniques are evolving consistently, and copywriters are leveraging new methods and techniques to compel leads to convert. Now, SaaS copywriters focus on telling readers how the products make their lives easier. Instead of telling how the product solves one problem, tell them how it saves effort and time so the users can concentrate on other business aspects.

Schedule Content Publishing

Once you have researched your audiences, created content, and aligned other marketing elements, it’s time to create an editorial calendar and schedule your content. You can create a manual content schedule, but it can be time-consuming. So, using a few low-cost tools to manage content publishing is a better choice for a well-performing SaaS content marketing strategy.

The three most important elements of content publishing are the content, content calendar, and content flow tracking. Having a bunch of experts for idea generation, content production, and management is critical to timely content publishing. Opt for a mix of different types of content, including blogs, infographics, videos, etc. You can also repurpose content to post on multiple platforms to save time.

However, creating an editorial calendar is not enough, and you must ensure that you post content regularly.

Ensure Efficient Content Distribution

Once you are ready to post content, you need to decide the channels to distribute content. If you wonder how to distribute content for your SaaS content marketing strategy, here are three types of content distribution channels: owned, shared, and paid.

  • Owned channels refer to platforms that you own, like your website, blog, social media, podcast, etc.
  • Shared channels are those that offer you free space to post on forums and blogs.
  • Paid channels charge a fee to promote your content or product; it may also include influencers.

B2B SaaS Content Marketing Examples

Chanty

Pop-ups can be annoying, but Chanty knows how to use exit-intent pop-ups best.

Chanty sells an AI chat tool for teams in place of Slack and its unique SaaS content marketing strategy. As soon as the reader is ready to leave their blog post, an interactive, full-size pop-up appears on the screen.

It tells you how their tool helps you save time and improve productivity, encouraging you to sign-up.

You might be surprised that the exit pop-up is responsible for 56% of all product sign-ups!

Kinsta

Kinsta is a website that sells premium WordPress hosting and ranks #3 in SERPs for “Google fonts,” a 1.5M search volume keyword.

If you wonder how they do it, Kinsta shares in-depth how-to guides on hosting-related topics. Furthermore, they focus on SEO optimization and try ranking each post with a specific keyword.

Hotjar

Hotjar is a name known to almost everyone in the tech world, and its content marketing strategy is top-notch!

However, it is nothing unique, and you can also leverage this SaaS content marketing strategy.

Hotjar shares behind-the-scenes success and failure stories that allow them to connect to the readers. The compelling headlines push you to read the blogs and get inspired. Eventually, catching attention and boosts conversions.

ClickFunnel

Visuals attract, and ClickFunnel understands that. Thus, they use a deadly combination of videos and case studies to get more conversions.

They record case studies exhibiting successful campaigns with results, showing their credibility and result-oriented strategies.

While the videos are straightforward and interesting, the “14-day free trial” CTA catches the users’ attention, and many sign up right away!

Ready to Create Your SaaS Content Marketing Strategy?

We hope this article helped you understand all the elements contributing to a successful SaaS content marketing strategy, along with examples of the best in the industry.

If you still have further queries, SaaS content marketing strategy experts at Kubico would love to help. Connect to us today for discussions and consultation.

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