A Comprehensive Roadmap for Achieving SaaS Content Marketing Success in 2023

Content marketing is the key to organic growth for your SaaS business. It not only positions you as a thought leader but also drives sales by attracting potential customers who are genuinely interested in your services.

This comprehensive guide, consisting of ten essential steps, will assist you in extracting maximum value from your content and propelling your business to the forefront of the industry. By crafting a robust content marketing strategy specifically tailored for SaaS, you will gain insights on creating captivating content marketing examples that truly resonate with your target audience.

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What Sets Saas Content Marketing Apart?

Content marketing in the SaaS industry can be challenging due to various factors:

• Building Reputation and Trust: SaaS services typically require a significant commitment from customers, making it crucial to establish a solid reputation and foster trust through content marketing.
• Complex B2B Transactions: B2B transactions in the SaaS realm often involve multiple decision-makers and influencers, resulting in longer sales cycles. Content marketing plays a crucial role in educating and convincing these stakeholders.
• Technological Complexity: SaaS solutions often operate on digital platforms and involve advanced technology. This can make it initially difficult for potential customers to grasp the innovative or unprecedented aspects of the service.

Considering these aspects and more, it is vital to approach your SaaS content strategy as a marathon rather than a sprint. By incorporating various types of content marketing and providing compelling examples of content marketing, you can effectively navigate these complexities and achieve long-term success.

The Significance of Content Marketing for Saas Companies

Content marketing is indispensable for the organic growth of every company, including those offering SaaS products.

The SaaS and tech sectors possess unique characteristics, with audiences that are constantly seeking self-education and professional development.

In fact, for many individuals, content generated by SaaS companies serves as their primary source of knowledge and information.

Creating content that aids customers in enhancing their skills is crucial for nurturing a loyal community, establishing brand authority, and fostering a sustainable revenue stream.

Let’s examine a real-life illustration: Kinsta, a renowned premium WordPress hosting provider, experienced a remarkable surge in website traffic by delivering valuable, educational content. Currently, they attract over 672,000 monthly organic views as of June 2022.

Kinsta takes a strategic approach by addressing topics beyond their hosting services, focusing instead on addressing the pain points and challenges faced by their customers.

Through their blog, they cover a wide range of themes relevant to WordPress developers and website owners, effectively raising awareness and fostering trust within these target audiences.

By employing various types of content marketing and implementing a well-thought-out content strategy, businesses can harness the numerous benefits that content marketing offers.

Crafting an Effective SaaS Content Marketing Strategy

In our comprehensive 2023 Global Report on the State of Content Marketing, we sought insights from IT and SaaS companies regarding the effectiveness of their content strategies. Here are the key findings:

A significant 70% of SaaS companies have established a well-developed or advanced content marketing strategy, indicating the importance they place on this approach.

An overwhelming 97% of SaaS companies reported experiencing some degree of success in their content marketing endeavours, highlighting the effectiveness of their efforts in driving desired outcomes.

Continuing to prioritise the benefits of content marketing, SaaS and IT businesses are consistently investing in their content strategies. Notably, 65% of these businesses allocate over $3,000 per month towards content marketing initiatives.

Furthermore, an impressive 75% of SaaS and IT businesses have plans to further increase their content marketing budgets throughout 2023, indicating a positive outlook on the potential returns and benefits of this marketing approach.

Learn More: Ultimate Guide to SEO Content Creation!

#1 Lay the Foundation for Your Content Strategy

How to Create a Content Strategy?

Underestimating the significance of other marketing elements and solely relying on content can lead to frustration when desired results are not achieved. It is crucial to understand that successful content is built upon a solid marketing strategy. Before diving into content creation strategy, several key areas require attention.

• Get Your Product and Brand Story Right: SaaS products often demand a nuanced understanding of their value proposition and messaging. Without a well-defined business and product strategy, creating content will likely result in wasted resources and minimal outcomes.
• Prepare All Necessary Marketing Assets: Writing blog posts without having essential website pages, forms, and workflows in place is an inefficient use of resources. Ensure the following assets are ready:
  • Optimised website: Pay attention to website structure, keyword optimisation, user experience (UX), page speed, and interlinking.
  • Content marketing team: Whether in-house or freelance, having trained professionals to handle copywriting, design, and other content production areas is essential.
  • Content marketing tools: Utilising a minimal tech stack can significantly enhance productivity and drive data-driven content strategies. Start by implementing events in Google Analytics and employing SEO tools for keyword and topic research.
• Define Your Content Marketing Goals: Establishing specific objectives allows for progress evaluation and setting realistic expectations. Consider these two main levels of goals:
  • Overall content marketing goals: This could involve revenue, or the number of Marketing Qualified Leads (MQLs) generated through content each year. Utilise multitouch attribution to assess content’s impact on the bottom line.
  • Specific metrics for each content piece: For example, tracking organic traffic for a blog post. Setting intermediary Key Performance Indicators (KPIs) is crucial for gaining insights into content performance, especially for complex SaaS products.

Based on our research, the top three content marketing goals for IT/SaaS companies are brand awareness, website traffic, and lead generation. By addressing these areas and implementing a well-defined content strategy, companies can optimise their content efforts for greater success.

#2 Conduct Thorough Audience Research

Audience research is a crucial component of any effective content marketing strategy. It provides valuable insights into your readers’ goals, challenges, questions, and concerns. However, conducting customer analysis in the SaaS sector requires additional effort, particularly in the realm of B2B SaaS.

The Complexity of Customer Analysis in B2B SaaS:

• Multiple Stakeholders and Buying Process: In the SaaS industry, the buying process typically involves multiple steps and various individuals, ranging from decision-makers to users and influencers. Understanding who interacts with your content and when is vital for creating an effective conversion workflow.

Creating an Effective Conversion Workflow:

For instance, let’s consider an AdTech company with personas like a decision-maker (CMO), a user (performance marketing specialist), and an influencer (CFO). In this scenario, a well-designed workflow may include:

• Offering a free educational online course on performance marketing to attract users, build trust, and showcase the solution.
• Anticipating performance marketing specialists to share their credentials post-course completion and mention the tool to the CMO.
• Creating a blog post about calculating marketing ROI and including a Call-to-Action (CTA) leading to a gated template to engage the CMO.
• Developing sales enablement materials, such as case studies, and pricing pages to assist the CMO in convincing the CFO about the positive financial impact of the purchase.

Real-Life Example:

Click Up, a project management tool, targets diverse audience segments, including various teams and company types. By understanding their audience deeply, they tailor their content to meet the needs of different segments, such as marketing, DevOps, HR, startups, and enterprises.

Techniques to Gain a Deeper Understanding of Your Audience:

To gain deeper insights into your audience, consider employing these techniques:

• Conduct interviews with different types of customers, including users and decision-makers, to understand their content consumption process and purchasing behaviours.
• Actively engage in online communities specific to your niche, such as GrowthMentor, GrowthHackers, Reddit threads, and LinkedIn groups.
• Cultivate relationships with thought leaders and industry experts to gain a comprehensive understanding of the landscape and access new audiences.
• Collaborate closely with your Sales, Customer Success, and other customer-facing teams to involve them in your overall content marketing processes.

The Power of Collaboration:

In fact, collaborating with other teams emerged as the second-most significant factor contributing to content marketing success for SaaS/IT companies.

By incorporating these strategies and aligning them with your digital and website content strategies, you can create a comprehensive content marketing approach that effectively engages your audience and drives business growth.

#3 Establish Expertise and In-Depth Product Knowledge

Expertise serves as a cornerstone for creating successful, customer-focused content that nurtures audience trust. To accomplish this, it’s crucial to develop a deep understanding of your industry.

Many SaaS products operate in complex sectors like fintech, healthtech, or legaltech, requiring content marketers to acquire knowledge from scratch. Nevertheless, this knowledge is key to comprehending your customers’ daily goals and challenges.

• Participate in Customer Research and Sales Processes:
  • Engage in interviews, demo calls, and customer support analysis to gain firsthand insights into your target audience’s needs and pain points.
• Stay Informed with Niche Publications and Media:
  • Subscribe to newsletters from prominent niche publications and stay updated with their daily or weekly digests. Additionally, explore relevant podcasts and YouTube shows to broaden your industry knowledge.
• Leverage Internal Subject Matter Experts:
  • Collaborate closely with internal subject matter experts, including product managers, owners, and C-suite executives, to learn from their expertise and involve them in content creation strategy.
• Connect with Thought Leaders and Industry Experts:
  • Cultivate relationships with thought leaders and experts in your sector. These individuals offer valuable insights and serve as essential sources of ideas and content for SaaS content marketers.
• Utilise Tools and Resources:
  • Set up Google Alerts for core topics in your industry to stay informed about the latest developments and trends. Additionally, leverage tools like the Topic Research tool to track trending topics and identify content opportunities.

By following these strategies and incorporating them into your digital and website content strategies, you can enhance your expertise, create compelling content, and establish your brand as a trusted authority in the industry.

#4 Embrace a Visionary Approach Beyond Problem Solving

In SaaS content marketing, relying solely on problem-solution thinking limits your reach. Instead, creating content with a broader appeal can exponentially expand your potential audience.

An educational approach to SaaS content marketing goes beyond addressing functional work problems and strives to empower users in various aspects.

For instance, by providing content that helps readers become industry leaders and prepares them for promotions, you can offer long-term value beyond solving immediate challenges. Shifting the focus from pushing your own product to empowering your readers will leave a lasting impression and foster future engagement.

A Stellar Example: Flipsnack’s Audience-Guiding Content

Flipsnack, a digital publishing platform, excels in guiding its clients towards environmentally friendly online alternatives for brochures and pamphlets. However, its content extends far beyond its own solution, covering topics such as marketing, digital publishing, and business. The content is highly practical, interactive, and engaging, resulting in impressive metrics.

#5 Elevate Thought Leadership and Unleash Creative Content Ideas

In the SaaS industry, there are ample opportunities to establish your company as a thought leader and become a trusted source of education. This holds true for brands that delve into topics that may not be covered in traditional educational institutions, such as our hypothetical adtech company specialising in performance marketing.

By consistently delivering high-quality content based on real-life experiences, your brand can play a pivotal role in your customers’ lives. A prime example of this is HubSpot, which has consistently advocated for aligning marketing strategies with audience needs and emphasising the importance of inbound marketing.

By following in the footsteps of these industry leaders, you can position your company as a thought leader and build a reputation for providing valuable insights and expertise in the SaaS space.

#6 Foster Authority through In Depth Content Exploration

To achieve exceptional performance in content marketing, it is crucial to establish topical authority. This means that instead of pursuing a multitude of unrelated keywords and producing superficial content, the focus should be on delving deep into areas of expertise.

A more effective approach is to identify a few core topics and explore them extensively. This entails beginning the content planning process by thoroughly examining these topics and then selecting the appropriate sets of keywords.

By adopting this approach, you gain a comprehensive understanding of the subtopics and questions that contribute to each core topic. Furthermore, each topic is likely to have numerous related and semantically connected keywords.

#7 Construct an Efficient Marketing Content Funnel

Creating content that caters to the needs of decision-makers is crucial in the high-consideration SaaS industry, particularly in B2B scenarios. To effectively engage customers throughout their journey, it is important to address touch points across the entire customer journey.

A content marketing funnel can be structured around the stages of Awareness, Interest, Consideration, and Conversion. This allows for targeted content creation strategy that aligns with the customer’s progression through the funnel. Let’s explore examples from various SaaS and online service brands to illustrate each stage:

• Awareness: At this stage, potential customers are aware of their problem but unsure about the available solutions. SaaS providers can offer help guides and informative content. For instance, Momentive and Hotjar provide valuable content on topics such as conducting online market research.
• Interest: Once potential customers have identified solutions, they start researching and following brands. Flipsnack, a digital publishing platform, creates engaging content that showcases its value proposition. An example is their blog on starting a digital magazine, which provides practical tips and advice.
• Consideration: At this stage, customers are aware of the solution category but are evaluating different brands. Webinars, guides, reviews, and lead magnets such as case studies and eBooks become valuable resources. Wistia’s “Low views, High impact” series showcases successful video content, addressing objections and highlighting the platform’s capabilities.
• Conversion: Customers seek specific details, pricing, and use cases to make their final decision. Brands like Zendesk effectively combine web copy, white papers, and case studies to demonstrate tangible results. Email lead nurture flows and valuable content nurture the relationship, as demonstrated by Canva’s creative competitions for email subscribers.

By tailoring content to each stage of the customer journey and providing value beyond promotional messages, SaaS brands can effectively engage their audience and drive conversions.

#8 Design Lead Nurturing Content Workflows

After considering the buyer’s journey and content funnel, the next step is to create conversion paths that connect your content. These paths guide customers through the funnel, from awareness to conversion.

Here’s how to do it:

• Start with analytics:

  Analyse your content performance using analytics to identify what is working well. Pay attention to:

  • Most clicked content: Identify popular content, such as successful how-to guides on social media.
  • Organic traffic: Determine which topics generate the most organic traffic, allowing you to allocate resources effectively.
  • Keyword rankings: Look for keyword insights to inform future content creation.
  • Newsletter sign-ups: Track which content drives newsletter sign-ups to gauge audience interest.

  Track user behaviour after reading blogs and experiment with different call-to-action buttons to understand effective content types and CTAs for moving leads through the funnel.

• Explore the competition:

  Study your competitors to gain insights into successful strategies. Conduct a keyword gap analysis to identify areas where you lag. Additionally, analyse their guides, email flows, content, and social media presence to understand what resonates with potential clients.

• Focus on lead nurture:

  Lead nurturing involves providing value through content and facilitating the transition to becoming a customer. This is particularly important for companies with a sales-focused approach.

  Key steps in lead nurturing include:

  • Implement a lead scoring system to identify highly interested leads for sales engagement.
  • Utilie email automation tools and various content types to nurture leads.
  • Example process: Customers download an eBook, open emails, click on links, register for webinars, explore sales pages, and when they reach a certain lead score, their details are passed to the sales team for further conversations.

By leveraging analytics, studying competitors, and implementing effective lead nurturing strategies, you can create conversion paths that guide customers seamlessly through the content funnel and towards conversion.

#9 Prioritise Quality Over Quantity in Content Creation

According to our survey respondents in the IT industry, the top two strategies for generating organic traffic are increasing the frequency of posting (48%) and improving content quality (46%).

• To create high-quality, optimised content at scale, follow these steps:
  • Establish a quality control process for your content:
  • Provide useful, practical, and original information relevant to the audience’s intent.
  • Focus on content within your expertise for authenticity.
  • Ensure comprehensive coverage of all related subtopics and potential questions.
• Enhance the user experience:
  • Tailor the content’s level of understanding to your audience.
  • Utilize visuals and incorporate short, easy-to-read sentences.
  • Aid scanning with clear headings.

To streamline the content creation process and generate unique, engaging content more efficiently, consider leveraging AI writing tools like ContentShake.

This tool suggests content ideas, creates article outlines, and assists in assembling data-driven blog posts. It can also optimie readability, tone of voice, and SEO, facilitating direct posting to your WordPress site.

Regular content audits are essential for improving your SaaS content. Successful companies in content marketing conduct content audits at least twice a year, according to our research.

#10 Devise an Effective Promotion and Distribution Strategy

Creating a smart content distribution strategy is crucial and should be considered even before the content creation strategy. There are three primary methods of distributing content:

• Owned channels: These are channels owned by your business, such as your blog, podcast, mailing list, and social media platforms.
• Earned and shared channels: These channels are owned by third parties, such as friendly blogs, news websites, forums, and review sites.
• Paid channels: These are platforms or influencers that promote your product or content for a fee.

According to our research, the top three SaaS content distribution channels are a mix of owned and paid channels:

• Organic social media (71% of responses)
• Email marketing (50%)
• Social media ads (49%)

It’s important to adapt your content for each platform and channel, as they have different guidelines and best practices. Content that works well on Instagram Reels may not be suitable for LinkedIn, and long-form blog posts may not be effective as newsletters.

Here are some examples of content marketing distribution strategies:

• Typeform focuses on creating live video content on LinkedIn, which has helped them build a significant following on the platform.
• Canva excels on Instagram with carefully curated stories and video content, tailored to meet the specific format requirements of the platform.
• Both B2C and B2B SaaS brands can find success on channels and forums like Quora, Reddit, and Product Hunt, but it’s crucial to follow platform etiquette and guidelines.

For instance, Cloud Daily, supported by SaaStr, has achieved success on Quora by consistently posting relevant content, resulting in a large following.

By developing a well-planned content distribution strategy and leveraging owned, earned, and paid channels effectively, you can maximize the reach and impact of your content.

Conclusion- Achieving Success in SaaS Content Marketing

Creating an effective content marketing strategy for SaaS companies requires a strong focus on understanding your audience and their specific needs. It involves delivering high-quality educational content that addresses their pain points and guides them throughout their buying journey.

When developing your content strategy, it’s crucial to consider the unique challenges within your industry, such as the complexity of your solutions, longer buying cycles, and the need for extensive education.

To streamline this process and achieve better results, tools like ContentShake can be immensely helpful. They provide step-by-step guidance and simplify the entire content creation journey.

If you’re looking to enhance your online visibility, generate quality content at scale, and drive business growth, give ContentShake a try today.

Additionally, for expert assistance in developing a comprehensive digital content strategy and website content strategy, consider partnering with Traffic Radius, a leading company in the field.

Discover how to create a content strategy and content strategy template that aligns with your business goals and maximizes your online presence by leveraging their expertise and data-driven approach. Take your content marketing efforts to the next level with Traffic Radius.