Software as a service (SaaS) is a growing industry. Projections estimate that there will be 72,000 SaaS companies around the world by the end of 2024 — and that doesn’t include over 100,000 potential additions created by the sudden spike in AI investments in the last year.
SaaS is a booming business. But it’s also a crowded one. For SaaS marketers, it’s important to realize the power that content can have to help a tech company stand out from the crowd.
With that in mind, let’s take a look at what SAAS content marketing strategy is and what it takes to market a SaaS product or service effectively.
Before we get too far into the details surrounding SaaS content marketing, let’s define the term itself. Content marketing, as a general marketing tool, consists of utilizing various kinds of digital marketing content to promote a brand.
In the context of a SaaS company, content marketing is a long-term promotional strategy. Typically, this kind of content marketing consists of lengthy, in-depth content that promotes a B2B customer journey. Over time, SaaS content marketing helps to attract potential users, teach them about a branded solution to their problem, and then convert them into a retained and happy long-term customer.
SaaS content marketing isn’t a “seat of your pants” kind of marketing activity. It requires thoughtful strategy, confident implementation, and prolonged patience if you want to see positive results and a good ROI.
As is the case with most content marketing, there are some basic benefits that come with developing SaaS content. For instance, when your content is keyword-rich and links to high-quality domains (as well as your own), it can boost your brand awareness.
Dominating SERPs for specific phrases and concepts can also increase brand authority. These naturally lead to higher revenue, often at a fraction of the cost of ongoing PPC (pay-per-click) ads.
Along with these basic content creation benefits, SaaS content functions as a critical resource for end-users. As we’ll see further down when we explore some of the best ways to create this content type, SaaS resources are excellent educational tools.
They also help with customer service, providing answers and information to common questions. When a customer knows they can utilize your content to find quality answers to their questions, it has the added benefit of further developing trust and building a stronger long-term connection with your customers.
As we already touched on earlier, SaaS services and products require a long-term content marketing strategy. This must focus on a lower output of higher quality content where every piece provides clear value for the user.
This protracted approach is due to the longer commitment that comes with buying third-party software. The last thing a B2B customer wants to do is spend a bunch of money on a SaaS tool, invest in learning it, and then decide it doesn’t work for them. They will make each purchase thoughtfully, and SaaS marketers should oblige with B2B SaaS content that facilitates that journey.
Another difference that separates SaaS content from normal content marketing is the fact that, in the vast majority of cases, a SaaS business is selling to businesses. The B2B sales process requires more red tape and people involved in making each decision.
This increases the length of the sales cycle, which is great once you get a potential customer to commit. However, getting them to choose your SaaS solution in the first place is the big challenge — which is where well-crafted content can help.
The inherently complex nature of a SaaS program also complicates things. You aren’t selling a pair of shoes. Even something like a vitamin supplement might require more customer education, but it isn’t complicated to engage with the product itself.
In contrast, even user-friendly SaaS business programs can require a steeper learning curve. They also evolve and are constantly updated, which means ongoing education is often required.
When a SaaS company decides to create content, it can’t be “just another content cluster.” It must be a specific and deliberately crafted resource that bolsters brand awareness and reputation and builds consumer trust at every step.
It’s important to develop a content strategy for SaaS marketing. Here are a few tips to make sure you end up with a solid strategy.
A SaaS marketer can use a few different content types. A typical blog post is an obvious choice. However, you can also go into more depth with a how-to video, a white paper, or even an e-book. This could be turned into gated content to drive email sign-ups and generate leads. It can also function as a cloud-based user manual after the point of sale.
Social media is also relevant, although you want to choose the right platforms. The best way to do this is by finding a balance. Look for more than one social channel where your target audience congregates. Just make sure you aren’t spreading yourself too thin.
Once again, use a third-party platform like social media as a cross-promotional tool. Create content distribution synergy by using social posts to drive email sign-ups, answer questions, and push traffic toward your higher-value, on-site content.
We said it before, and we’ll say it again. SaaS content needs to be high quality.
This is easier said than done, though. SaaS content shouldn’t answer simplistic questions. It should dig deep into user questions and problems.
For instance, use your content to explain how your software works. Instructional videos and long-form articles are great for this. Keyword research can make these easier to find, too. Email marketing can keep customers up to date on the latest software patches and updates.
With each form of content writing that you use, remember to consider quality. Why are you creating it? Is it providing value to your target audience?
With so many SaaS companies in the market, you can count on competing companies popping up on a consistent basis. SaaS marketing content provides an excellent opportunity to differentiate yourself from competitors.
When creating bottom-of-the-funnel content, in particular, use that late-stage messaging to push your superiority. Emphasize value propositions. Call out unique features and their benefits to the user. You get the idea.
Marketing content always has the potential to double as customer service. It can answer questions and provide self-service options for existing customers.
Nowhere is this more applicable than in SaaS content marketing. As a high-quality form of content, SaaS content often doubles as an ongoing resource.
It’s important to keep this in mind when creating the content itself. Try not to use terminology, dates, or other things that can make a content asset feel dated quickly. Aim for evergreen solutions that can support your customers for a long time.
SaaS content must provide clear value to B2B consumers while differentiating your brand from competitors. If you’re struggling to come up with a good SaaS content marketing strategy, you may want to work with a content marketing agency. At Relevance, we specialize in using content as a foundational aspect of long-term growth.
Whether you’re working with us or developing content on your own, though, make sure to do so with a plan in place. That will give every piece of SaaS content the chance to have an impact as part of your bigger, long-term effort to promote your digital products and services.
