Content Marketing for SaaS Brands That Actually Works
In order to thrive, a SaaS business needs to leverage all the opportunities digital marketing provides. You can no longer expect to become a success without content marketing.
Unfortunately, the web is full of content marketing advice that does not actually work for SaaS brands. The only way to success is through tailoring your approach to the specific needs of your audience and the nature of your brand. So, let’s talk about how your SaaS company can approach content marketing to secure fantastic results.
For starters, have a clear goal for your content in mind. You don’t just want to write something for the sake of having something to publish. You want each article to achieve a certain something.
For example, your goal might be to:
- increase the number of your newsletter subscribers
- promote a new product
- announce a new launch
- promote a collaboration
- teach your audience something, etc.
Once you have set a goal, it will be much easier to write and distribute your content.
Failing to understand your audience and their needs can quickly backfire in the world of Saas content marketing. For example, if you believe they are looking to solve one problem but they’re actually struggling with a different issue, you will have a hard time reaching them.
Take your time to analyze user intent and carefully research the keywords your target audience is using when speaking about a specific issue. That way, you can make sure you speak the same language and share the same thought process.
Expecting your SaaS business to handle all of your content marketing tasks in-house can be your biggest mistake. There is so much to be done that you may end up letting tasks fall through the cracks, producing sub-par content, or simply having no idea how to promote it.
Outsourcing some of your content marketing can be a great way to get started and ensure you’re on the right track.
By working with a good SaaS SEO agency, you will be tapping into years of experience and contacts that you have no chance of replicating if you were to do it all on your own.
When selecting your topics, make sure to focus on the ones that will be relevant in the future rather than just for a short time in the present.
While there is nothing wrong with jumping on trends and commenting on current topics, producing evergreen content should be your main goal.
That way, several years down the line, you will be able to capitalize on the work you do today. People will still be looking for answers to an evergreen question in years to come, and you won’t have to write new content about the topic. If you rank for it well, you can see some significant return on investment.
Sure, promoting yourself and your services is the purpose of content marketing. However, you need to make sure you do it naturally.
You never want to write too many posts just about your product. On the contrary, you should aim to answer people’s questions and insert yourself naturally.
When speaking about an issue, highlight yourself as the best solution and show your audience how they can use your tool to solve the problem. Don’t speak about yourself in splendid terms: keep it real and stay relevant.
You’ll notice that most online content speaks in the exact same voice. If you really want to stand out and make a memorable impression on your audience, try to find your unique voice.
You can be funny, reference popular culture you know your audience will understand, or speak in a specific jargon. Anything goes, just as long as you’re sure your readers will know what you’re talking about.
You can find a specific pattern for your introductions or conclusions or strike up a specific type of conversation with your audience. As long as it is true to your brand, you are likely to make a success of it.
Content marketing can be an incredibly lucrative strategy for SaaS companies. Just steer clear of the popular advice that does not actually lead you anywhere.
Stick to formulas that work, and you can expect to see your content make headway and overtake your competition.
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