8 Creative Ways to Use Content Marketing for SaaS

Content Marketing for SaaS


Content marketing is one of the most effective ways to reach our target audiences and promote products or services. In fact, data from Profitwell show nearly 50% of consumers still view up to 5 content pieces before engaging with a sales representative. 

Moreover, companies that have websites or blogs get about 67% more leads than those without them. Lastly, another data set shows inbound marketing close rates are over 8 times higher compared to outbound efforts.

In the SaaS world, content marketing is a bit different because the products are usually more expensive and have a longer sales cycle. That doesn’t mean content marketing can’t be used to drive results. But this means that we have to be more strategic in how we approach our target market and what type of content will actually resonate with them.

In this blog, we will share 8 creative ways to do content marketing for SaaS companies.

But before we do that, let’s first briefly go over what content marketing is and how it can be used to drive results for your business.


What is Content Marketing For SaaS?


Content marketing is a digital marketing strategy that focuses on creating and distributing valuable, relevant, and engaging content to attract and retain your audience — and, ultimately, to drive profitable customer action.

Content can come in many different forms with the purpose of educating, entertaining, or both. The key is to produce content that is aligned with your business goals and audience needs and wants.

Your content should also push them further down the sales funnel by providing information that helps them make a purchasing decision.

But for SaaS companies, content marketing can also be used to drive awareness and build thought leadership in your industry. Let’s take a look at how content marketing is used by SaaS businesses.

Content marketing in SaaS is often used to:

  • Generate leads
  • Nurture prospects
  • Engage customers
  • Retain customers
  • Drive upsells and cross-sells

As you can see, there are different goals that SaaS businesses can achieve with content marketing. And depending on your business goals, the type of content you create will be different.

But despite the different goals and types of content, there are some commonalities across all SaaS companies when it comes to content marketing to make sure that it drives results:


1. Content should focus on niche topics


This means that the content you create should be aimed at a specific audience within the SaaS industry.

For example, if you have a SaaS product that helps businesses manage their social media accounts, your content should target social media marketing managers who are looking for ways to improve their strategy on different social media platforms.

The topics you write about will be different than if you were targeting a general audience, and the tone and content of your writing will be more specific as well.


2. Center your content around your software


Your content should be focused on your software and how it can be used to solve specific problems.

For example, if you have a project management tool, you could write articles for project managers and freelancers on how to utilize your SaaS tool to manage their tasks and timeline more effectively and efficiently.

This is different from marketing traditional products, where the focus is often on the features and benefits of the product.


3. It requires engagement of experts in the field


These types of content are more likely to be shared and liked by those in the SaaS industry, as they offer real-world examples of how your software can be used.


4. It’s often more technical in nature


As such, you may need to hire a technical writer or editor to help you create and edit your content. This is an important investment, as it will ensure that your content is accurate and easy to understand.


5. It should be evergreen


Evergreen content is information that will remain relevant for a long period of time. This is important for SaaS companies, as the software you create is likely to be used for years to come.

Creating evergreen content will help you attract new customers and keep existing ones engaged. It’s also a great way to build trust with your audience, as they know that you’re providing them with information that won’t become outdated.


6. It should be data-driven



Including data in your content will make it more credible and persuasive. It will also help you stand out from the competition, as not all SaaS companies are using data in their content marketing.


7. It should be focused on the customer


It’s also important to remember that your customers are human beings, not just numbers. This means that your content should be written in a way that is easy to understand and engaging.

In B2B SaaS marketing, there are two individuals you need to consider as follows:

  • The decision-maker: This is the primary target. They are the ones who will make the final decision on whether to buy your product or not.
  • The end user: This is the secondary target. They are the ones who will actually be using your software on a day-to-day basis. They can be influential in the decision-making process, but they are not the ones who will make the final decision.

For example, if you are selling a project management tool, the decision-maker is likely to be the project manager, and the end users are likely to be the team members. 

If they no longer have to use a clunky, outdated tool that they hate, they will be more likely to support the decision to buy new software. 

On the other hand, if they feel that they no longer need a project management tool because they have a good handle on their workload, they may try to dissuade the decision-maker from buying new software.

Your content should address both of these targets, as they both play an important role in the decision-making process. Sometimes, these two personas can be the same person. For example, if you are selling a task management tool to individuals, they are likely to be both the decision-maker and the end-user.


8. It must be about building relationship


Most SaaS products and services are subscription-based, which means that you need to keep your customers engaged if you want them to continue using your software. Creating content that is helpful and informative will help you build trust with your audience and keep them coming back for more.

The reason why there is a high churn rate in SaaS is that the customers don’t feel valued. Data show about 19% of customer churns happen because the customer feels unappreciated.


9. It requires collaboration with other teams


SaaS content marketing doesn’t follow a traditional sales funnel. Your content needs to be useful at every stage of the customer journey, from awareness to purchase and beyond. 

According to a study, 87% of marketers say that sales and marketing teams’ collaboration fuel their business growth. An example of this is when the marketing team creates a case study and shares it with the sales team. The sales team can then use this case study to close deals with potential customers.


How to Create an Effective Content Marketing Strategy for SaaS?


There are a few key elements that you will need to consider to create an effective SaaS content marketing strategy:

First, you need to identify your target audience and understand what type of content they are looking for. It would help to create a buyer persona for your business to get a better idea of your target audience’s needs and wants. 

The next step is to create content that appeals to them. This could be in the form of blog posts, ebooks, infographics, videos, or even podcasts. 

You have to be consistent and release content frequently in order for your audience’s attention spans to stay focused on you longer! 

Research found that 55% of successful content marketing strategies were based around improving the continuity of their releases, which shows how important this aspect really can get when trying to maximize results with minimal cost.

Finally, you need to promote your content in order to reach as many people as possible. You can do this through social media posts, email marketing, or even paid advertising.

While content marketing for SaaS may seem like a lot of work, it is actually an effective way to grow your SaaS business. 


8 Creative SaaS Content Marketing Ideas


Below are 10 creative ways that you can use content marketing to promote your SaaS business:


1. Customer Success Stories


Sharing stories of your customer journey – from how your subscribers have used your software to achieve success – can provide valuable content that will resonate with potential customers.

They can help to build trust and credibility with your audience. Potential customers will trust you more when your software helps others achieve their goals.

Take HubSpot as a great example. Their blog is filled with case studies and stories of how HubSpot customers have achieved success using their product. This type of content has helped HubSpot to grow into one of the leading SaaS companies in the world.


2. Explainer Videos


A video explaining how your SaaS product works is a great content strategy to help increase website visitors and social media followers. 

Data show a whopping 36% of consumers prefer educational or explainer-style content, and 14% would like to see more product demos. 

Not only will potential customers be able to see how your software works, but they’ll also be able to hear your voice and learn more about your company culture.

When making the video, keep it short and to the point. Focus on explaining one or two key features of your product and how they can benefit potential customers. 

Be sure to include a call-to-action at the end of the video, such as asking viewers to visit your website, follow your social media accounts, or take advantage of the extended free trial period for those who’ve seen the video.


3. Free-to-Download e-Book


Write an e-book on a relevant industry topic and offer it as a free download on your website. It is a great way to get people interested in what you have to say. 

When creating an e-book or white paper for SaaS customers, consider the following tips:

  • Choose a topic that will be of interest to your target audience
  • Keep the content relevant and informative
  • Include a call-to-action at the end of the e-book or white paper
  • Promote your e-book or white paper on social media and your website.


 4. User-Generated Content 


UGC is any content that is created by users of your SaaS, such as reviews, testimonials, blog posts, or social media posts.

One of the benefits of UGC is that it helps to build trust and credibility with potential customers. When they see that other people are using and enjoying your product, they will be more likely to believe that it is worth their time and money

In addition, UGC can help to increase brand awareness and reach a wider audience. As more people see and share UGC, your brand will become more visible online

To get started with UGC, consider the following tips

  • Monitor social media for mentions of your brand
  • Reach out to customers who have written positive reviews or testimonials and ask if you can share their content on your website or social media
  • Encourage customers to share photos or videos of them using your product
  • Offer incentives, such as discounts or free products, for customers who create UGC


5. Collaborative Content


SaaS companies can improve their visibility and reach by collaborating with other companies in their industry to create joint webinars or podcasts. This type of content can be highly informative and interesting for target audiences, and it can also help to build relationships between different SaaS companies.

By collaborating on various content types, SaaS companies can demonstrate their expertise and thought leadership, while also gaining exposure to new prospective customers. 

In addition, joint webinars or podcasts can be an effective way to generate leads and build brand awareness.

However, there are a few best practices to keep in mind when collaborating with other SaaS companies.

First, it’s important to make sure that the products are complementary and that there is no direct competition between the companies.

Second, both companies should have a clear understanding of who will be speaking and what topics will be covered.

Finally, it’s important to promote the collaboration ahead of time and make sure that both companies are driving traffic to the event.


6. Infographics


Infographics are a great way to break down complicated information into easy-to-understand visuals. They can also be used to highlight the most important points of your product or service.

When creating infographics, be sure to use clear and concise language, and use visuals that are easy to understand. If done correctly, infographics can be a valuable tool for helping new users understand your SaaS product.

Other best practices in creating infographics include:

  • Use a tool like Canva to design your infographic. This will help to ensure that the visuals are clear and easy to understand
  • Use data and statistics to support your claims. This will help to add credibility to your infographic
  • Share your infographic on social media and other channels. This will help to increase its reach and visibility
  • Embed your infographic on your website. This will allow people to view it even if they don’t have social media accounts
  • Include a call-to-action. This will encourage people to take action after viewing your infographic


7. Guest blog posts


Guest blog posts can be used to drive traffic back to the SaaS company’s website, where visitors can learn more about your SaaS company’s products.

Here are a few tips for writing a successful guest blog post

  • Do your research. Make sure to read the website’s guidelines and familiarize yourself with the site’s audience
  • Choose a catchy headline. This will help to grab the reader’s attention and encourage them to read your article
  • Write in your own voice. Be natural and authentic in your writing to engage the reader.
  • Provide helpful information. Focus on offering value to the reader, and avoid self-promotion
  • Edit your article. Be sure to proofread your article before submitting it.
  • Follow the submission guidelines. Make sure to follow the website’s guidelines for submitting guest blog posts


8. Informative podcast


Create an informative podcast that highlights different aspects of using your software and how it can benefit listeners in their businesses or personal lives. 

When it comes to podcasts about SaaS products, there’s a lot of potential to educate and engage listeners. 

Here are some tips for creating an informative podcast that highlights different aspects of using your SaaS product and how it can benefit listeners in their businesses or personal lives:

  • Start by introducing your SaaS product and explaining what it does.
  • Then, dive into different topics related to using your product. For example, you could discuss how to get the most out of its features, offer tips for using it more effectively, or highlight interesting case studies about how businesses or individuals have benefited from using your SaaS product.
  • Throughout the podcast, be sure to keep things engaging by adding personal stories, humor, and/or helpful examples.
  • Finally, wrap up by summarizing the main points covered and letting listeners know how they can learn more or get started with using your SaaS product.


How to Measure the Success of Your Content Marketing for SaaS


There are a number of ways to measure the success of your content marketing for SaaS. Here are some key metrics to track:


1. Web traffic


Traffic refers to the number of people who visit your website or blog. Simply put, if no one is reading your content, it’s not going to be very effective. 

There are a few different ways to measure web traffic, but one of the most important is unique visitors. 

This metric measures how many people visit your website in a given period of time. 

You can also track things like pageviews and time on site to get a more complete picture of how users interact with your content.


2. Conversion rate


Conversion rate measures how many people take the desired action after reading your content.

For example, if you’re measuring conversion rate for an ebook download, you’d track how many people fill out the form and click the download button. 

If you’re measuring conversion rate for a blog post, you might track how many people click on CTAs after reading the post.


3. Engagement


Engagement measures how interested users are in your content. There are a few different ways to measure engagement, but one of the most common is social shares. 

This measures how often users share your content on social media platforms like Twitter and Facebook. You can also track things like comments and likes to get a sense of how engaged users are with your content.


4. Leads Generated


Leads generated is a metric that measures how many sales leads your content generates. For example, if you have a blog post that includes a call-to-action (CTA) to sign up for your newsletter, you can track how many people clicked through and signed up.


5. ROI


ROI, or return on investment, measures how much revenue your content generates in comparison to how much it costs to produce. 

For example, if it costs you $500 to produce a piece of content and it generates $5,000 in sales, your ROI would be 10x.


6.Customer Acquisition Cost (CAC)


Customer acquisition cost (CAC) measures how much it costs you to acquire a new customer through your content marketing efforts.

To calculate your CAC, simply divide your total marketing and sales costs by the number of new customers you acquired in a given period of time.


Final Thoughts


When used correctly, content marketing can be an extremely valuable tool for promoting your SaaS products. 

By getting creative with the types of content you produce and the channels you use to distribute it, you can reach new audiences, generate leads, and build trust with current and potential customers alike. 

Be sure to keep the ideas above in mind when you’re creating your content marketing plan. Make sure your content is interesting, engaging, and stands out from the rest. If you can do this, you’ll be well on your way to success.

Should you need more help in growing your SaaS business, visit our blog regularly.


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Ken Moo