Software program as a service (SaaS) is a rising business. Projections estimate that there might be 72,000 SaaS companies around the globe by the tip of 2024 — and that doesn’t embrace over 100,000 potential additions created by the sudden spike in AI investments within the final 12 months.
SaaS is a booming enterprise. Nevertheless it’s additionally a crowded one. For SaaS entrepreneurs, it’s vital to understand the facility that content material can have to assist a tech firm stand out from the gang.
With that in thoughts, let’s check out what SAAS content marketing strategy is and what it takes to market a SaaS services or products successfully.
What Is SaaS Content material Advertising and marketing?
Earlier than we get too far into the small print surrounding SaaS content material advertising, let’s outline the time period itself. Content marketing, as a normal advertising software, consists of using numerous sorts of digital advertising content material to advertise a model.
Within the context of a SaaS firm, content material advertising is a long-term promotional technique. Sometimes, this type of content material advertising consists of prolonged, in-depth content material that promotes a B2B buyer journey. Over time, SaaS content material advertising helps to draw potential customers, educate them a couple of branded answer to their drawback, after which convert them right into a retained and pleased long-term buyer.
SaaS content material advertising isn’t a “seat of your pants” type of advertising exercise. It requires considerate technique, assured implementation, and extended endurance if you wish to see optimistic outcomes and a great ROI.
What Advantages Does SaaS Content material Advertising and marketing Present?
As is the case with most content material advertising, there are some fundamental advantages that include creating SaaS content material. For example, when your content material is keyword-rich and hyperlinks to high-quality domains (in addition to your individual), it might probably increase your model consciousness.
Dominating SERPs for particular phrases and ideas also can enhance model authority. These naturally result in greater income, typically at a fraction of the price of ongoing PPC (pay-per-click) advertisements.
Together with these fundamental content material creation advantages, SaaS content material capabilities as a essential useful resource for end-users. As we’ll see additional down after we discover a number of the finest methods to create this content material kind, SaaS assets are glorious academic instruments.
In addition they assist with customer support, offering solutions and data to frequent questions. When a buyer is aware of they’ll make the most of your content material to seek out high quality solutions to their questions, it has the additional advantage of additional creating belief and constructing a stronger long-term connection along with your clients.
How Does SaaS Content material Advertising and marketing Differ From Content material Advertising and marketing for Different Industries?
As we already touched on earlier, SaaS providers and merchandise require a long-term content material advertising technique. This should give attention to a decrease output of upper high quality content material the place every bit supplies clear worth for the consumer.
This protracted method is because of the longer dedication that comes with shopping for third-party software program. The very last thing a B2B buyer desires to do is spend a bunch of cash on a SaaS software, put money into studying it, after which determine it doesn’t work for them. They’ll make every buy thoughtfully, and SaaS entrepreneurs ought to oblige with B2B SaaS content material that facilitates that journey.
One other difference that separates SaaS content material from regular content material advertising is the truth that, within the overwhelming majority of circumstances, a SaaS enterprise is promoting to companies. The B2B gross sales course of requires extra pink tape and other people concerned in making every choice.
This will increase the size of the gross sales cycle, which is nice when you get a possible buyer to commit. Nonetheless, getting them to decide on your SaaS answer within the first place is the massive problem — which is the place well-crafted content material may also help.
The inherently advanced nature of a SaaS program additionally complicates issues. You aren’t promoting a pair of footwear. Even one thing like a vitamin complement would possibly require extra buyer training, nevertheless it isn’t sophisticated to interact with the product itself.
In distinction, even user-friendly SaaS enterprise applications can require a steeper studying curve. In addition they evolve and are always up to date, which implies ongoing training is usually required.
When a SaaS firm decides to create content material, it might probably’t be “simply one other content material cluster.” It have to be a selected and intentionally crafted useful resource that bolsters model consciousness and status and builds client belief at each step.
Suggestions for Doing SaaS Content material Advertising and marketing Properly
It’s vital to develop a content material technique for SaaS advertising. Listed below are a couple of tricks to be sure you find yourself with a strong technique.
1. Use the Proper Sorts of Content material and Platforms
A SaaS marketer can use a couple of completely different content types. A typical weblog publish is an apparent alternative. Nonetheless, you can even go into extra depth with a how-to video, a white paper, and even an e-book. This could possibly be became gated content material to drive electronic mail sign-ups and generate leads. It could actually additionally perform as a cloud-based consumer handbook after the purpose of sale.
Social media can also be related, though you need to select the suitable platforms. One of the best ways to do that is by finding a balance. Search for a couple of social channel the place your target market congregates. Simply be sure you aren’t spreading your self too skinny.
As soon as once more, use a third-party platform like social media as a cross-promotional software. Create content material distribution synergy through the use of social posts to drive electronic mail sign-ups, reply questions, and push visitors towards your higher-value, on-site content material.
2. Spend money on Excessive-High quality Content material
We mentioned it earlier than, and we’ll say it once more. SaaS content material must be prime quality.
That is simpler mentioned than accomplished, although. SaaS content material shouldn’t reply simplistic questions. It ought to dig deep into consumer questions and issues.
For example, use your content material to elucidate how your software program works. Tutorial movies and long-form articles are nice for this. Key phrase analysis could make these simpler to seek out, too. Electronic mail advertising can preserve clients updated on the most recent software program patches and updates.
With every type of content material writing that you just use, bear in mind to think about high quality. Why are you creating it? Is it offering worth to your target market?
3. Evaluate and Distinction
With so many SaaS firms available in the market, you’ll be able to rely on competing firms popping up on a constant foundation. SaaS advertising content material supplies a wonderful alternative to distinguish your self from rivals.
When creating bottom-of-the-funnel content material, specifically, use that late-stage messaging to push your superiority. Emphasize worth propositions. Name out distinctive options and their advantages to the consumer. You get the thought.
4. Double Up on Buyer Service
Advertising and marketing content material at all times has the potential to double as customer support. It could actually reply questions and supply self-service choices for present clients.
Nowhere is that this extra relevant than in SaaS content material advertising. As a high-quality type of content material, SaaS content material typically doubles as an ongoing useful resource.
It’s vital to maintain this in thoughts when creating the content material itself. Attempt to not use terminology, dates, or different issues that may make a content material asset really feel dated shortly. Purpose for evergreen options that may assist your clients for a very long time.
Selling SaaS Content material Accurately
SaaS content material should present clear worth to B2B customers whereas differentiating your model from rivals. Should you’re struggling to give you a great SaaS content material advertising technique, you might need to work with a content marketing agency. At Relevance, we specialise in utilizing content material as a foundational facet of long-term progress.
Whether or not you’re working with us or creating content material by yourself, although, ensure to take action with a plan in place. That may give every bit of SaaS content material the possibility to have an effect as a part of your larger, long-term effort to advertise your digital services and products.
