SaaS Content Marketing Strategy: A 7-Step Process to Build Your Successful Plan

Successful SaaS Content Marketing: A 7-Step Strategy Guide to Implement Today

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In 2022, the US was home to 17,000 SaaS companies. Since then, more have joined the fray, making it even more challenging to stand out in an increasingly crowded market.

Still, all hope isn’t lost. SaaS companies can still stand out if they communicate their products’ value effectively. That means putting out quality content that engages their target audiences is key.

This guide reveals seven SaaS content marketing strategies you can implement today to get ahead and grow your business.

What Is SaaS Content Marketing?

SaaS content marketing is the practice of using content marketing strategies to promote a SaaS product or business. It’s an integral part of an overall SaaS marketing strategy. It involves creating and distributing valuable content that:

  • engages potential customers
  • meets them at every point of their customer journey; and
  • moves them deeper into your conversion funnel.

The aim of SaaS content marketing efforts is to get and hold your target audience’s attention organically (i.e., capturing organic traffic as opposed to paying for clicks). Thus, every piece of content you publish should be in response to your target customers’ search queries. Addressing their needs this way lets you position your SaaS product as a solution to their problem and subtly guide them into your sales funnel.

Some of the types of content formats you’ll use during the SaaS content marketing process include blog posts, video content (e.g., webinars, case studies, testimonials, and tutorials), social media posts, white papers, and press releases. In most cases, your content team handles the SaaS content creation.

Importance of SaaS Content Marketing

SaaS content marketing is essential for your SaaS business because it provides sustained visibility in organic search.

While paid digital marketing methods like social media ads and pay-per-click marketing provide instant visibility, this benefit vanishes the moment you end the campaign. In comparison, you’ll continue to reap the benefits of SaaS content creation long after your content marketers hit the “publish” button in their content management systems.

Additionally, unlike other digital marketing strategies that require direct outreach (e.g., email), SaaS content marketing is more subtle. When you release new pieces of content regularly, you can position your SaaS business as a knowledgeable thought leader in its field. In time, your prospective customers may come to regard your business as the go-to source for helpful information.

That’s not to say you should just rely on SaaS content marketing to stand out and grow your business. Complement it with other strategies like PR services and events marketing for the best results.

Benefits of SaaS Content Marketing

Content marketing provides several benefits for all business types. Since you’re not selling a physical product, the following benefits are even more important for you: 

  • Improve SEO: SaaS content strategies involve implementing search engine optimization (SEO) measures that can boost your SaaS business’s visibility on search engines. For example, you may use a keyword research tool to find keywords with high search volume and include them in your content. Or you may include internal links in your content to keep users on your website longer. Both measures could contribute to higher rankings on search engine results pages (SERPS) and, by association, more organic traffic.
  • Building Trust: Publishing free high-quality content that addresses customer pain points helps to position your SaaS business as a trustworthy and knowledgeable resource. When your content production efforts provide results for your audience, your SaaS business may find it easier to convert these happy prospects into paying customers.
  • Increase Leads: You can use the different content types at your disposal to convert strangers who are unaware of your SaaS brand into leads. As you continue to show up with value-added content, you increase the likelihood of reaching new people and converting them.
  • High ROI: Content marketing provides approximately three times the return of traditional marketing methods. You can attribute this high ROI to the staying power of organic search marketing.

It’s also worth mentioning that SaaS content marketing is cost-effective from a customer-acquisition standpoint. Once you upload content to the web, those digital assets can bring in new customers for years to come.

Further Reading: The 10 Benefits of Content Marketing Your Company Should Know

7 Steps to Implement for an Effective SaaS Content Marketing Strategy

Here are seven steps you can follow to ensure a successful SaaS content marketing strategy for your business: 

1. Define Business Goals

Identify your strategic business goals

The first step to a successful SaaS content marketing strategy is to define your business goals. Typically, SaaS business goals revolve around lead generation. You create helpful and in-depth content to eventually encourage potential clients or prospects to:

  • sign up for a free trial of your SaaS product
  • request an in-person demonstration of your enterprise software
  • place sales calls; or
  • join your email list

Other business goals you might have include increasing brand awareness or boosting brand authority. Whatever the case may be, you should be able to link your goals to content performance.

You need to set key performance indicators you’ll track to determine whether your SaaS content strategy is working. Some of them (bounce rate, conversion rate, session duration) apply to all industries. However, when marketing your B2C or B2B SaaS product, some of the specific key metrics to track include:

  • SaaS conversions (e.g., free trial registrations and email list sign-ups) 
  • Metrics that tell you how well your content resonates with your audience (e.g., time on page)
  • customer acquisition costs, a measure of how your marketing spend compares to the customers you’ve acquired

Don’t waste time tracking vanity metrics like social media likes or traffic. They don’t indicate whether your content is helping you meet your goals.

Further Reading: 6 Ways to Use Content Marketing to Increase Sales

2. Identify Target Audience

Define your target audience

Once you’ve set content marketing goals, the next step is to identify your SaaS business’s target audience. This step entails conducting research, analyzing data, and creating customer profiles. 

If you have an existing customer base, you can start your research by looking into who these people are. 

For example, you can use a tool like Google Analytics to determine where your website’s visitors are located geographically, the marketing channels they found you on, and more, as in the image below:

Google Analytics audience overview example

Meanwhile, social media marketing channels like Facebook and Instagram have analysis tools you can use to profile your existing followers by age, gender, and other demographics.

Next, research the SaaS companies in the market you want to serve. Who are their customers? Knowing who your competitors’ customers are gives you an idea of your target audience’s demographic, psychographic, and behavioral profiles. That’s because you likely serve the same people. But that’s not all. By analyzing your competitors’ customers, you can also identify the audiences whose pain points they may not be addressing.

With the competitor customer research phase out of the way, you should have enough data to begin creating customer personas. A buyer persona is a fictional representation of your SaaS business’s ideal customer that helps you envision who they are and the issues they face. 

In some instances, you might need to create more than one persona and segment them. For example, the pricing page on AI writer Jasper’s website reveals that the SaaS company serves three customer segments: creators, pros, and businesses:

AI writer Jasper's website pricing model

Identifying your target audience ensures that you create SaaS marketing content that resonates with people likely to purchase from you.

3. Define Types of Content to Create

You have several types of marketing funnel content you can create for your SaaS content marketing campaign. In some instances, the type of content you create (e.g., tutorials) will determine the format it takes (e.g., video).

Other content formats that SaaS businesses typically create include:

  • blog posts
  • infographics
  • eBooks
  • social media posts
  • webinars

There’s no hard and fast rule for which types of content you should craft. The important thing is to cater to your audience’s preferred information consumption method online.

So, as part of your SaaS content marketing, you’ll likely use a combination of the formats above for better reach as opposed to a restaurant business relying mostly on visual content as part of its marketing strategy.

For example, for those who prefer video, you can create video tutorials to explain how to use your SaaS product like Jasper does. The company maintains a YouTube channel where it uploads tutorials on its software:

In addition to video tutorials, you may create blog posts for people who prefer to consume information by reading. Twitter AI tool Tweet Hunter, for instance, maintains a blog on its website with resourceful tutorials.

Twitter AI tool Tweet Hunter blog with resourceful blog posts

Further Reading: These are the 23 Types of Content Marketing Your Business Needs to Know About

4. Do Keyword Research

do keyword research

SEO keywords form the backbone of every online content marketing strategy. They are critical components of everything from the content ideas you include in your content calendar to your website copy. You’ll need to perform keyword research to develop a successful SaaS SEO content strategy.

When searching for solutions online, your customers enter keywords into search engines. In response, search engines return a list of results that are ranked according to how relevant they are to the searcher’s query:

Google search results for the search query "whiteboard animation software"

Note that you will also see sponsored ads as well as an increasing amount of generative AI results mixed together with the traditional organic search results.

These keywords correlate to the point the customer is at on their customer journey. For example, at the awareness stage of their journey, they may enter keywords related to a problem they’re facing. Once they’ve learnt about the problem, they’ll use a different set of keywords to search for SaaS solutions like yours.

You need to use these keywords throughout your different types of content so that search engines will present these to prospects at every stage of their journey. Used the right way, you can rank higher on a SERP and get more visibility.

Figuring out the keywords your customers are using to search is as simple as using a keyword research tool like Ahrefs or SEMRush. These tools can provide data on factors like search volume and keyword difficulty (i.e., competitiveness), letting you strategically choose keywords you have a better chance of ranking for.

Further Reading: Keyword Research: The Key to Understanding SEO for Your Business

5. Perform Content Distribution

A SaaS content distribution strategy details the marketing channels you’ll use when publishing content online.

As a SaaS business, you have three methods of distributing your content:

  1. Owned Channels: your SaaS business’s proprietary channels (e.g., website, email list, podcast)
  2. Shared Channels: third-party-owned channels like other authoritative websites, social media platforms, etc., that don’t charge you for the exposure
  3. Paid Channels: third-party-owned channels that charge you a fee to help distribute your content (e.g., influencers)

Ultimately, your choice of platforms should depend on your goals. For instance, to increase brand authority, guest posting on authoritative websites, can help. You’ll also need to look at your audience platform preferences. For this last one, just go back to your audience persona.

As part of your content distribution strategy, determine when you’ll publish your content as well. Based on your analytics, when does your audience typically engage with your content? According to your audience persona, how frequently do they want your content published? Then, again, just apply what you find.

While planning your distribution strategy, keep in mind that, with the exception of owned channels, every channel has specific guidelines for accepting content.

Further Reading: 13 Content Distribution Strategies That Work in 2024

6. Ensure Results Monitoring and Tracking

Ensure Results Monitoring and Tracking

When you begin publishing content, you’ll need to keep track of whether your efforts are producing the results you want. That’s why monitoring your SaaS content performance is key.

You’ll need to check the KPIs you identified when defining your business goals in step one. If your SaaS content campaign isn’t achieving the results you want, make adjustments where necessary. These adjustments may take the form of content refreshes that touch upon everything from image quality to article titles and meta descriptions.

But if you find your efforts are proving successful, double down on them and commit more marketing resources.

7. Scale Content Team

As your SaaS business grows, so too will your content needs. Therefore, the final step to successful SaaS content marketing is to scale your content team.

However, before you start hiring, make sure to streamline your content workflow. This process will involve creating standard operating procedures (SOPs) for content and outlining your content plans and goals. 

As part of your scaling, you can’t avoid leveraging technology. AI tools, for instance, can help your team in content creation. However, while using generative AI prompts to help you with your content writing, you should also be aware of the risks and the countermeasures you can adopt to ensure compliance and safeguard your brand reputation.

You’ll also need to use technology that can make the inclusion of new hires into your content workflow as frictionless as possible. Project management software tools and content management systems are some of the tools you can use.

Conclusion

Successful SaaS content marketing is achievable when you follow the right steps.

Always begin by defining your goals and identifying your target audience. Take cognizance of the different content types you can create and do keyword research to increase your visibility on SERPs. Plan your content distribution channels and monitor and analyze your campaign’s performance after publishing content. Finally, scale your content team as you grow. 

Following the above steps should put your SaaS business on the path to content marketing success.

Photo by Austin Distel on Unsplash

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Nico Prins
Nico Prins

Nico is the founder of Crunch Marketing, a SaaS link-building agency. The company works with enterprise SaaS clients, helping them scale lead generation globally across EMEA, APAC, and other regions.

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