SaaS Content Marketing Ideas: How to Get Started

Skeptical potential customers will not only fall in love with your brand but will like to gain from your expertise as you deliver high value to them. You can only attain such height with great SaaS content marketing ideas.

Now, more companies rely on SaaS content marketing because it makes easily makes their brand visible, with high customer conversion rate. Local businesses and even individuals also use SaaS marketing. However, because of the influx of many brands into the SaaS market, there is stiff competition, and only quality expertise and strategies can bring most companies into the limelight. 

Key Insights

1. SaaS content marketing deals with telling customers about the benefits of your software.
2. Businesses prefer SaaS because it is scalable, cost-efficient, and user-friendly.
3. Google Analytics, Piktochart, and BuzzSumo are essential tools for effective content strategy and performance evaluation.
4. Understanding your target audience, addressing their problems, and incorporating relevant keywords are vital for successful content creation.

What is SaaS Content Marketing?

Software as a service (SaaS) allows many users to access software on a cloud platform from any internet-enabled device. The advantage of this technology is that users do not need to have costly hardware since the services (software) provided are on the web; this means that users can remotely access such services irrespective of the type of device they use or their location. 

If the definition above is ambiguous, consider that you have a person who needs to use software to solve a problem or perform a specific task. Let’s assume that the task involves collating student results or writing quick letters. This person can use hardware-dependent Microsoft Excel or Microsoft Word, respectively, but getting the license key or buying such a product may pose some problems.

Now, consider that you have software on the cloud (which this user can access anytime and on any device without the need to worry about the exact device where he installed the conventional software) that can perform the same or similar function; through content marketing strategy, you can tell such a person that you have similar software on the web which can solve their problem of collating the students result or writing. They will no longer need a license key or buy a disk to install conventional software on their device. 

The three bolded phrases are the backbone of any great SaaS content marketing strategy. As a SaaS content marketer, you need to sell your product (software) to people by telling them of its function and how such functions will solve their problems. 

Why Do Most Businesses Prefer SaaS?

More SaaS companies are now maximizing technological advances to drive the required traffic and customers to their business. As of 2016, about 38 % of companies use SaaS for about 80 % of their software; this number grew to 51 % in 2018. 

Despite the influx of more brands and businesses into the SaaS market, new companies are getting ready to use the limitless opportunities it provides. These companies prefer SaaS because of the following reasons

1. Scalability

SaaS platforms are highly scalable. It is easier to scale up web-based software when consumer access booms, and at the same time, it is easier to scale down when customer numbers suddenly decline. Unlike many on-site software platforms, where scaling might be difficult due to a sudden rise or fall in customer numbers, the use of a subscription-based model facilitates easy transitioning and scalability for SaaS services.

2. Cost

If all businesses were to run on IT infrastructures, the cost of starting many of the companies would be high. Besides, there is no guarantee that such a business will quickly profit. On the other hand, SaaS does not need expensive IT infrastructures, and the maintenance cost is meagre since most SaaS products are based on monthly subscriptions.

3. Ease of use

Because most providers that service SaaS companies bear in mind the nature of their end users, they always design a robust and easy-to-use platform. Many of these web-based platforms have excellent user interfaces and practical usage ability. With this in mind, most users or customers easily acclimatize to such SaaS products and services.

 

 

SaaS Content Marketing Ideas

Because the SaaS market is vast, many SaaS companies target end-users (B2C) while others target other businesses (B2B). It is of utmost importance for SaaS companies to first define who their customers would be to maintain focus and achieve high conversion rates.

Business-to-customer (B2C) SaaS companies will focus on end consumers to generate their gain. In contrast, business-to-business (B2B) SaaS companies will maintain a considerable profit margin by selling their products or services to other businesses rather than final consumers.

Content marketing involves many things, and most brands use several strategies to convince end-users about their products. The type of content used can range from videos and blogs to infographics, case studies, industry reports and white papers.

However, the main goal of all content marketing strategies is to ensure that companies generate new leads from sharing valuable content; this is why it is essential to create relevant content leads.

Many content marketing strategies adopt different modes of operation, but the bottom line is to get customers to use the product or services. Content marketers have used methods like AIDA (awareness, interest, desire, action), PAS (problem, agitation, solution), APP (agree, promise, preview) and FAB (features, advantages, benefits). The common feature of all these strategies is that they consider what the final consumer wants, which is the solution they are providing.

If you are a SaaS company without good leads, you may want to consider setting up a blog or hiring someone who knows how to set it up. Besides, marketing trends has seen a whopping 47 % of B2B customers take their time to review at least three blogs before finally deciding whether or not to use your product or services. SaaS companies that use blogs are more likely to have better patronage than others because blogs enhance their online presence. 

Knowing how to create top-notch content that will capture the imaginations of your audience and engage them is the one of the main SaaS content marketing ideas. Most SaaS companies employ content writers who help them create engaging content because actionable content will encourage potential customers to readily subscribe to their products/services.

To develop actionable and lead magnet content, you will have to:

1. Know Your Target Audience

If you are not just starting a SaaS company, you might want to look at your previous clients to get a glimpse of the people who patronize you the most. If you are just starting, it is great to do some background checks or review similar SaaS products/services and learn about their target audience. 

For instance, no medical salesperson will want to sell a drug/medicine and advertise to professional lawyers, even if few of the lawyers buy his product (drugs); chances are that he would have sold more than 100 % of the same drug if he were amid medical practitioners such as doctors, nurses and pharmacists.

In this instance, the difference between B2B companies and B2C companies would be the end-users; for B2B companies, the product (drug) would have been sold to such medical practitioners who would later use it on their patients, but for B2C companies, the salesperson would have gone to meet the patient directly.

2. Know the Problems of Your Target Audience

Knowing your target audience’s problems, you quickly consider the specific solution for your product or services. Knowing their problems might include:

• Researching how their minds work.
• Visualizing how they go about their daily lives.
• Knowing what brings meaning to them.

All these will give you a hint about what they expect in your product or services.

3. Incorporate the Right Keywords into Your Contents

Content without the proper keyword will not create any leads; instead, it will be among the many content not doing well on Google’s search engine result pages (SERPs). To know a performing keyword, you must put yourself in the user’s position.

Most users usually go online to search for the solution to their problems; this means that they are not interested in your brand name in the initial stage. They don’t even know you exist. But they will find you if you incorporate the right keyword into your content. 

For instance, a person might be looking for inventory management software; there is a higher probability that the person searches for “how to organize my inventory”, “ways to organize inventory better”, or any other similar phrase.

You might not get the right customer if the primary keyword in your content is “inventory management software.” Tools like Google keyword planner, Ahref, SEMrush, Ubbersuggest, and Answerthepublic.com can help you streamline your keyword approach. 

4. Know if Your Strategy is Working

If you have done an excellent job in curating the right content, you can almost be sure that clients will soon be trooping in to ask about your SaaS solutions. However, you want to ensure your content strategy is working. In that case, you should know your Key Performance Indicators (KPIs) through Google Analytics and social media insights if you share your content on social media.

Knowing your return on investment (ROI) and getting feedback from your customers will also give you valuable insight into how well your strategy works.

Top 3 Tools for Great Content Strategy

With the right tool, your content may be able to convert the right audience. Below are some tools that will help you curate lead magnet contents:

1. Google Analytics

This is the most relevant tool you need when creating content. With Google Analytics, you can get information such as who accesses your content and how long they stay glued to it; this makes it easier to adjust such content to fit the desires of potential clients. 

2. Piktochart

Piktochart is arguably the best visual content marketing tool. Visuals easily make an audience glued to your content, and Piktochart will help you corroborate the design of your visuals using detailed templates and other infographics.

3. BuzzSumo

BuzzSumo will help you know about trending content within your industry. You will learn about your competition and use the information to deliver quality content that will exceed that of your competition. Besides, you can connect with others who are willing to help market your product/services.

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Conclusion

An effective SaaS content marketing plan will put the customers and what they want at the core of its narrative. Your content will inform customers of your products; if adequately convinced, they can sign up on your platform and become paid users.

You should know that there is no “fit all” answer whenever you want to create content that will generate a lead magnet. However, people are more willing to experiment with your new product if it reaches them (using great SEO marketing) and promises to solve their problems.

 

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