The Ultimate Guide to content Marketing For SaaS Business
By Dinesh Kumar
Generating organic traffic to your SaaS website will either make or break your business: if you can generate a lot of visitors to your website, you can get a lot of customers, and vice versa.
On the other hand, relevant content is the best way you can attract more site visitors via organic search. This is why content marketing is a very important aspect of any SaaS marketing strategy, with over 85% of the largest SaaS companies have a blog as a part of their strategy.
However, content marketing is not as simple as publishing your blog posts or starting a YouTube channel. Not all of your content would be able to generate leads and conversions, and they might not produce any value at all for your business.
So, how can we effectively use content marketing to grow our SaaS business? Here are our tips.
1. Define Your Content Marketing Objective
Before we can achieve success with our content marketing strategy, it’s very important to first define our objectives and how we will measure success.
Here are a few common objectives for your content marketing strategy:
- Build awareness and increase brand recognition
- Develop a two-way relationship with your audience (i.e. content via social media)
- Generate more leads and build a list of contact
- Promotes customer loyalty and brand advocacy
- Grow a cumulative stream of prospects and potential customers
Content marketing in SaaS should mainly focus on generating cumulative growth, especially in lead generation. Meaning, with the same amount of investment in content marketing, we should be able to generate a higher return each month.
Define realistic, specific, and measurable objectives, and figure out how you will measure your progress by assigning KPIs and metrics.
2. Knowing Your Target Audience
Your content is only as valuable as how you can cater to your target audience’s needs. So, defining and understanding our target audience is very important.
How should we define our target audience? Above anything else, your ideal audience is the one who is going to buy and use your SaaS product. So, don’t focus too much on pageviews and engagements, but don’t forget to check whether your blog readers are qualified leads.
So, start by defining your target persona. If you are a B2B SaaS business, this might be more complicated since you are targeting companies, not individuals, and there can be several different stakeholders with different roles. So, you’d need to develop several different personas for each of these roles, and you might need to develop different content for each.
You will need to create content for those who are going to use your SaaS solution, and by understanding their needs and pain points, you can develop content that is immediately valuable for them.
3. Keyword Research for Content Development
Your content development should be based on keyword research, and you should consider the following factors:
- Search intent
Your target keywords should be relevant and valuable for both your target audience and your business, and the most important thing to consider is whether your content would be able to meet the user’s search intent for the following target keywords.
In the SaaS niche, there are generally three different search intent to consider in developing our content:
- Informational: the user is looking for information, and not necessarily looking for a SaaS product. Typically they are looking for information or solutions for their problems. So, your content should aim to provide this information or answer this specific question.
- Comparison/product research: here the reader is already interested to buy a solution and is currently researching their options. You can create content like a direct comparison between your product and your competitors, and so on.
- Navigational: here the user is specifically looking for your product and/or your website. You can create content that is optimized for branded keywords here.
- Monthly search volume
Search volume is how many times the target keyword is being searched in a month. This will tell you whether a keyword is valuable/relevant for your target audience. In general, you should look for keywords with high search volume that are also relevant for your target audience.
Depending on your timeline and available budget, you should check whether the competition for the target keyword is manageable.
Even after a target keyword has fulfilled all the above criteria, we should consider whether it’s possible to develop a valuable and engaging topic to target this target keyword. That is, whether we can develop content that could answer the audience’s search intent for the keyword.
4. Generate Traffic To Your Content
No matter how good your content is, it won’t really bring any value unless you can get people and preferably, your ideal audience to consume your content. So, how you promote your content is just as, if not even more important than the content development process itself.
Here are some promotional channels you can consider:
- SEO/organic traffic
Your content must be optimized for organic search from the get-go, and here are some key areas to consider:
- Optimized for the target keywords: include your target keywords naturally and sparingly, and use semantically related words
- Technical optimization: make sure your website is mobile-friendly, fast enough to load, and can be indexed properly by Google
- Backlinks: a key factor of getting ranked on Google’s SERP is the number of backlinks to the content, especially links from authoritative sites
In short, make sure your website is well-optimized, and always aim to build backlinks to your content through any means.
- Social media
Social media is where the audience is nowadays, and it would only make sense to use social media to promote your content. There are two main ways to promote your content through social media: organic and paid. Paid social media advertising certainly can work, but you’d need to manage cost-efficiency and ROI.
On the other hand, organic social media promotions can be very affordable and even, totally free, but you’d need to invest some time before you can grow a substantial number of followers to maximize your organic reach.
The key is to find a balance between both.
- Email marketing
Email marketing is still a very effective method to promote your content and your business in general. While email marketing might not be effective in generating new leads and new readers, it is a very effective method to nurture your existing readers and inform your already loyal audience.
An effective content marketing for SaaS can be easier said than done. SaaS content marketing shouldn’t be above solely promoting your software or on the other hand, solely educating your audience with technical tips and jargon. Instead, focus on producing creative and engaging content that can provide immediate value for your target audience.