10 Biggest Advantages Of SaaS Content Marketing
Have you noticed that almost all of the most popular SaaS companies today have an active blog page?
HubSpot, Salesforce, Zendesk—all these SaaS providers have dedicated web pages for educating people through blog posts and sometimes even videos.
And that’s not a coincidence. In fact, sharing these types of content is one of the most potent SaaS marketing strategies today.
It’s called content marketing.
Content marketing is the process of creating and sharing valuable content to attract prospects and convert them into paying customers, and customers into advocates.
These types of content can be in many forms. Blog posts are the most common. But it can also be in the form of videos, webinars, e-books, and even infographics.
So why exactly is content marketing as powerful as it is when it comes to marketing a SaaS business?
This article will talk about the different advantages of SaaS content marketing.
Let’s dive right in.
1. It Is The Most Common Form Of Inbound Marketing
Inbound marketing is all about attracting potential customers and turning them into leads and users.
This is in contrast to outbound marketing, which is a more proactive (but sometimes intrusive) way to market a product.
It’s usually done through cold calling and cold emails.
While these practices may have worked at some point in time, they may no longer be that effective today.
People have become more resistant to advertising and they can easily ignore or block out messages that they don’t want to hear.
So you could say that outbound is outdated. In the SaaS market, at least.
Content marketing, on the other hand, is a form of inbound marketing. In fact, the two are almost synonymous with each other.
It’s all about creating content that is valuable and interesting enough for people to seek it out.
When done right, SaaS content marketing can be an extremely effective way to generate leads and customers for your SaaS company.
2. It Creates Brand Awareness
One of the main advantages of SaaS content marketing is that it helps create brand awareness.
In order for people to buy your product, they first need to know that your product exists. For them to know that your product exists, they need to know that your brand exists.
And one of the most effective ways to do that is by sharing educational and valuable content that’s related to your product or service.
For example, let’s say you have a SaaS tool for project management. Now, imagine a certain person who wants to be more productive at work. They don’t know how to do it yet.
They don’t even know that a SaaS solution could even help them with that need.
So this person does a Google search, looking up “how to complete projects more efficiently.” Coincidentally, you have a blog post that shares some tips on how to be more productive at work or how to better manage team projects.
Somehow they find your blog post and start reading. And from that point forward, they start recognizing your blog site as a source of content about work productivity.
Et voila. You have built brand awareness using your content. They may not know about your SaaS product yet. But they already know about your brand and website.
And this is one of the things that content marketing does.
You’re not only providing valuable information to your readers. But in the process, you’re also building your brand and preparing the way for your SaaS product to be known.
3. It Builds Trust and Credibility
Another advantage of SaaS content marketing is that it helps build trust and credibility for your brand.
Potential customers are more likely to buy from a company that they know, like, and trust.
And one of the best ways to establish trust with potential customers is by providing helpful information without expecting anything in return.
When you share helpful tips or advice related to your niche without selling anything, it shows that you really care about helping your target audience. It’s not just about making a quick buck—you genuinely want to see them succeed.
And over time, as they keep seeing this type of content from you, they start developing a relationship with your brand.
They begin to see you as an expert in your field—someone who can be trusted.
This is why content marketing can be such a powerful tool for SaaS companies. It helps you build trust and credibility with potential customers, making it more likely for them to buy from you when they’re finally ready.
4. It Establishes You As A Thought Leader
In addition to building trust and credibility, content marketing takes it up a notch and helps establish you as a thought leader in your industry.
Thought leaders are seen as experts in their field. And people are more likely to buy from someone who is seen as an expert.
When you consistently produce high-quality content, it positions you as an authority figure in your industry.
People begin to see you as someone who knows what they’re talking about.
They’ll be more likely to listen to your advice and recommendations. And if you have a SaaS product that can help them, they’ll be more inclined to check it out and even buy it.
5. It Drives Traffic To Your Website
One of the most important advantages of SaaS content marketing is that it drives traffic to your website.
And more traffic to your website means more opportunities to convert visitors into leads and eventually customers.
You see, when you publish helpful and informative content, people will naturally want to learn more about you and what you have to offer.
They’ll visit your website to learn more and, if you’ve done your job right, they’ll be impressed by what they see.
From there, it’s just a matter of providing an easy way for them to sign up for your product or service.
And voila. You’ve just increased your chances of making a sale.
6. It Gives Your Brand A Personality
Content marketing gives your SaaS brand a personality. It helps you connect with your target audience on a more personal level.
People like doing business with brands that they feel they know. And when you produce quality content, it humanizes your brand and makes it more relatable.
Your readers will begin to see you as more than just a faceless company trying to sell them something. They’ll see you as a valuable source of information and someone they can trust.
7. It Is Effective In All Stages Of the Customer Journey
It’s important to realize that content marketing is effective in all stages of the customer journey—not just the beginning. Sure, it’s great for building brand awareness, setting yourself up as an authority, and getting people interested in your SaaS product. But it can also be used to nurture your leads, close sales, and improve customer retention.
That’s because content can come in many forms. Even blogs can be written in many different ways depending on their purpose.
These include educational blog posts, buyers’ guides, and product comparison blog posts.
Educational Blog Posts
These are blog posts that teach your target audience about different concepts related to your field. They don’t even have to mention your SaaS product.
That’s because the purpose is to educate, thereby building credibility and trust with your audience.
And because customer relationships are about trust and providing value, educational content can help in all parts of the customer journey.
You get to introduce your brand to prospects who don’t know you yet.
You get to build rapport with those who are still deciding what SaaS product to buy.
You get to further cement your relationship with existing customers.
Educational content helps you nurture your relationships with prospects and customers all throughout the SaaS sales funnel.
These are blog posts that help your target audience make a buying decision by comparing different products in the market.
This is especially useful for prospects who are still in the consideration stage and are weighing different options.
Buyers’ guides provide an impartial look at different products, which can help build trust with your audience.
Not only do you compare these different SaaS product. But you can also highlight the features that make them stand out.
What’s more, you could also make recommendations on which solutions would be best for a particular pain point.
For example, let’s say you have a buyers’ guide on customer relationship management (CRM) software.
You could recommend HubSpot to users that want a free CRM solution. Or you could say that Pipedrive is an excellent choice for users that want great visuals for their pipelines and reports.
And if you’re offering a highly customizable CRM solution, you could feature your own SaaS product as the best choice for users looking for customizability.
Now, notice that we used the word “impartial.”
Remember that your content has to be credible and reliable. If you’re just promoting your SaaS product out of sheer bias, you might lose your audience’s trust.
Be sure to provide an honest and objective look at each product. Otherwise, you’ll lose the trust of your audience—and that’s something you can’t afford to do.
But don’t get me wrong. I’m not saying you shouldn’t feature your own SaaS solution. You just don’t do it at the expense of your credibility.
You should still highlight the strengths of your SaaS product. But you should always ALWAYS provide solid facts to back up your claim. That’s how you can promote your own SaaS solution without sounding biased.
Product Comparison Blog Posts
These are similar to buyers’ guides, except that they compare two (or more) products side-by-side.
Product comparison blog posts provide a detailed look at the features of each product and how they stack up against each other. It’s also a great content type to showcase each of the product’s pros and cons relative to each other.
This is a great way to show your audience that you have in-depth knowledge about your industry and that you’re an expert in your field.
It’s also an excellent opportunity to promote your SaaS product. After all, you can use these blog posts to show why your solution is better than the competition.
And because you’re already talking about other products in the market, your audience will know that you’re not just promoting your own solution for the sake of it.
Remember, though, that you should always be impartial in your comparisons. I cannot stress that enough.
Whatever claim you make, back it up with reliable data.
Otherwise, you’ll lose credibility with your audience.
8. It Works Well With Other Marketing Strategies
SaaS content marketing can be a great complement to other marketing strategies. Some of these strategies include the following:
- Search Engine Optimization
- Social Media Marketing
- Email Marketing
Search Engine Optimization (SEO)
SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs). This, in turn, can help you drive more traffic to your site.
SEO often works hand in hand with content marketing. After all, even if you create the most reliable and most engaging content out there, if it doesn’t appear on Google searches, only a few people will see it.
So you need SEO to bolster your marketing efforts. One way to optimize your site for SEO is to create blog posts that target specific keywords.
For example, let’s say you want to rank for the keyword “best CRM software.”
You could create a blog post titled “The 5 Best CRM Software Solutions for Small Businesses.”
In this blog post, you could talk about different CRM software solutions and how they can benefit small businesses. You could then include a link to your own SaaS product in the blog post.
This way, you’re not only targeting a specific keyword with your content, but you’re also promoting your SaaS solution at the same time.
Social Media Marketing
Social media marketing is another excellent way to complement your content marketing strategy.
With social media marketing, you can promote your content on different platforms, such as Facebook, Twitter, and LinkedIn. You can also use social media to drive traffic back to your website.
And like SEO, social media marketing can help you reach a larger audience and promote your content to a wider range of people.
Email marketing is yet another strategy that works well with content marketing.
With email marketing, you can send your content directly to your audience’s inbox. This is a great way to ensure that your audience sees your content and that they have the opportunity to read it.
Email marketing can also help you drive traffic back to your website. For example, you can include links to your latest blog post or video in your email newsletter.
9. It Is Cost-Effective
One of the advantages of SaaS content marketing is that it is a cost-effective marketing strategy.
With SaaS content marketing, you can reach a large audience without having to spend a lot of money on ads.
You can also repurpose your content to get the most out of it. For example, you can turn a blog post into a video, infographic, or podcast.
This way, you can get more bang for your buck and reach even more people with your content.
10. It Can Be Easily Outsourced
Another advantage of SaaS content marketing is that it can be easily outsourced.
If you don’t have the time or resources to create content yourself, you can always hire someone to do it for you.
There are a lot of freelance writers and content creators out there who would be more than happy to help you with your content marketing efforts.
Or if your budget would allow it, you can also hire a content marketing agency. They could run your content marketing efforts at a larger scale and with better coordination.
So if you’re feeling overwhelmed, don’t worry. You can always outsource your content marketing to someone else.
Final Thoughts On The Advantages Of SaaS Content Marketing
As you can see, there are many advantages of SaaS content marketing.
Content marketing isn’t just about promoting a product to your target audience. It’s not just about the hype.
Content marketing is more about setting yourself up as a trustworthy brand.
It’s one of the most organic ways (if not the most organic way) to draw the attention of your potential buyers and convert them into paying customers.
So if you’re looking for a way to market your SaaS product, content marketing is definitely worth considering.
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