If you know anything about having a successful SaaS business, you will know that digital marketing is a huge part of it. Digital marketing allows you to market your business, brand, services and products to a wide online audience, and it’s made up of various techniques. One of the main types of digital marketing is content marketing, which we provide at Profici.
Content marketing for SaaS involves creating and distributing valuable content to attract and engage your target audience. The content can come in various forms such as blogs, social media posts, videos, podcasts and ebooks, and the goal is to establish a strong relationship with your target audience by providing them with useful information. By providing valuable content, you can position yourself as a SaaS leader and build trust with your audience.
Here are some of the key things that you should be doing when content marketing for SaaS.
Find Your Topics
Before you begin content marketing for SaaS, you need to find your topics. This isn’t as simple as quickly coming up with a blog title or two, and hoping that it’s something your target audience will want to read. You need to dedicate a good amount of time to conduct competitor research – this will allow you to find gaps in the content online, giving you the space to provide information and content that others are missing – and to gain a good understanding of your audience, industry trends and what makes a good piece of content. From this information, you should be able to generate a range of content marketing ideas.
When it comes to SaaS, you could focus your attention on providing in depth explanations of processes and industry concepts. Even if you would expect your target market to be familiar with them already, this is worth doing for SEO purposes. These topics are great for using keywords and covering key topics, which search engines look upon favourably.
Create Engaging Content
If you want your SaaS content to stand out online, you need to ensure that it’s engaging and written with your target audience in mind. It also means creating a wide range of content, and not simply sticking to blog posts and articles. Though blog posts should certainly be part of your content marketing strategy, there are a lot of other types to utilise. For example, infographics are a way to convey the same information, but in a way that’s more likely to grab someone’s attention and be shared with others. The same can be said for videos, they tend to be more engaging and attention grabbing than written text.
As technology and content marketing has developed, more forms of content marketing are becoming popular. A lot of businesses, including those dealing in SaaS, are now putting content out in the form of podcasts, webinars and ebooks. Written content is likely to make up the main bulk of your content marketing – this is because blogs tend to be quicker to create, upload and share with an audience, and it’s what a lot of people are looking for when they look for information online – but it’s always a good idea to bring some other types of content into the mix.
Share Your Content
Once you have put time, energy and money into creating SaaS content, you will want it to reach as many people as possible. Otherwise, what’s the point? You’re unlikely to reach that many people by uploading it to your website and saying nothing more about it, unless someone is looking for the exact question that you have answered and happens upon your page. Instead, make a point of sharing your content as widely as possible.
This can be done through various channels such as social media, email, and paid advertising. If you encourage others to share the content too, it will reach even more people. By doing so, you increase the number of people that are exposed to your content marketing efforts. This boosts the chances of someone becoming a lead, and eventually a sale. It’s common for ebooks to require contact details before downloading, which is another way of getting a lead. Sharing content is especially important if you are hoping to reach a wide or international market.
Measure and Refine
One of the most important parts of content marketing for SaaS is measuring and refining the content that you are putting online. It’s not enough to create content and hope for the best, nor is it enough to simply write about topics that you find interesting. You need to create content that engages and appeals to your audience, and using tracking data will highlight if you are on the right track. You can use tracking data to determine what content works and doesn’t, and then you can make any necessary adjustments to your strategy. With tracking data, you can highlight which topics and channels bring in the best results, and then focus your attention on these. There is no point focusing on creating content for email marketing and press releases, if social media and blogging is where your leads tend to come from.
At Profici, we understand that content marketing can be a daunting task, especially if you haven’t spent too much time on digital marketing for SaaS before. Luckily, our expert team is always on hand to help. We are able to devise content marketing strategies for businesses large and small, and then we create content with your business, target audience and goals in mind. If you are hoping to boost your SEO, we can create content using carefully selected keywords. If your aim is to make a splash on social media, we have the experience needed to create copy that’s going to get your industry talking.
To find out more about content marketing for SaaS at Profici, get in touch with our helpful team. The sooner you do, the sooner you will see just how impactful content can be.