What Does a Content Marketing Manager
Do for a SaaS Business?

Content Marketing Manager


In recent years, SaaS businesses have been turning to content marketing as a way to attract and retain customers. According to a recent survey, content marketing is the most popular strategy for lead generation. Around 90% of marketers intend to keep investing in content marketing this year. It just goes to show how effective this channel can be.

Content marketing for SaaS companies includes blogging, social media management and video production, but it also involves more traditional forms of content such as white papers, case studies and e-books.

Nonetheless, while creating quality content is essential to the success of your content marketing efforts, it can be difficult to come up with fresh ideas that will resonate with your audience day after day. This is where a content marketing manager comes in.

A content marketing manager is responsible for creating and managing the content that appears on a company’s website, blog, and social media channels.

Content marketing managers work with writers, designers, and other creators to produce high-quality content that will engage prospective customers and encourage them to purchase a company’s products or services. They can be especially important to SaaS businesses that want to attract new customers to subscribe to their product.

In this article, we’ll discuss the responsibilities of a content marketing manager for a SaaS business and what to look for when hiring one.


SaaS Content Marketing Manager Responsibilities


A SaaS content marketing manager is responsible for creating and managing content that promotes the use of a company’s software products or services. They work with other marketing team members to develop strategies and create content that is both informative and interesting, in order to attract and retain customers.

Some key roles of a SaaS content marketing manager include:




As the world increasingly moves to a subscription-based model, SaaS businesses are booming. In order to keep up with the competition and maintain a steady stream of customers, it’s essential for SaaS content marketing managers to have a solid plan in place.

Planning is key for SaaS content marketing managers because it allows them to map out a strategy that will help their business achieve its goals. Without a plan, it’s easy to get sidetracked or fall behind on your content goals.

Creating a comprehensive content plan can be daunting, but every content marketing manager can simplify by starting to:

  • Define your audience: who are you trying to reach with your content?
  • Set goals: what do you want your content to achieve?

As the world increasingly moves to a subscription-based model, SaaS businesses are booming. In order to keep up with the competition and maintain a steady stream of customers, it’s essential for SaaS content marketing managers to have a solid plan in place.


Creating and Managing Content


As the SaaS content marketing manager, it is your job to ensure that the company’s message is communicated clearly and effectively to its target audience. This involves creating and managing content across all channels, including the website, blog, social media platforms, email, and other marketing collateral.

It is important to have a strategic approach to content creation and management in order to achieve business goals. The SaaS content marketing manager needs to be able to understand the company’s products and services, as well as the needs of its target audience.

With this knowledge, you can develop a content strategy that will help the company reach its objectives. An effective SaaS content marketing manager is also skilled at managing projects and timelines.


Measuring Success


In any business, but especially in the fast-paced world of SaaS, it’s important to know whether your marketing efforts are paying off. Are you acquiring new customers? Retaining the ones you have? Growing revenue?

A SaaS content marketing manager plays a key role in measuring success and determining what’s working and what isn’t. Without this critical information, it would be difficult to make informed decisions about where to allocate resources.

There are a number of ways to measure success in SaaS content marketing.

One is website traffic: how many visitors are coming to your site, and where are they coming from?

Another is conversion rate: of those who visit your site, how many take the desired action, such as signing up for a free trial or requesting more information?

It’s important that the content strategies are familiar with the most common SaaS content marketing metrics.


Skills and Attributes


As the SaaS industry continues to grow, so does the need for content marketing managers who can create and curate engaging content that speaks to the needs of their target audience.

Skills and attributes such as creativity, strong writing and editing chops, an understanding of SEO, and the ability to use data to inform content strategy are key for success in this role.

A SaaS content marketing manager must be able to wear many hats, as they may be responsible for creating everything from blog posts and ebooks to infographics and webinars.

This requires both strategic thinking and a willingness to get your hands dirty with the day-to-day creation and promotion of content.


What to Look for in a SaaS Content Marketing Manager?


The SaaS industry is growing rapidly and SaaS content marketing managers are in high demand. The Bureau of Labor and Statistics estimated that the entire field of marketing, promotions, and advertising managers will grow rapidly by 10% between 2020 to 2030

That translates to over 30,000 job openings per year! As a SaaS company, it’s important to find a content marketing manager that understands your industry and can produce quality content that resonates with your target audience. Here are four things to look for when hiring a SaaS content marketing manager:


Industry Experience


When it comes to promoting and selling a SaaS product, it helps to have someone on your team who understands the ins and outs of the industry.

Look for a content marketing manager with experience working in the SaaS industry, or with similar products.

Look for a content marketing manager who has experience in digital marketing, and ideally some experience with content marketing.

But don’t rule out candidates who have more traditional backgrounds such as PR or journalism, since many of the same principles apply.


Content Marketing Strategy


In a content-saturated market, the ability to stand out is more important than ever. And while there are a lot of ways to do that, one of the most effective is through content marketing.

As the name implies, content marketing is all about creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.

If you’re looking for a content marketing manager, then their content marketing strategy is something you should definitely look into. Here’s why:

  • It will give you an idea of their understanding of the content marketing landscape. Do they know what kind of content is resonating with audiences right now? Are they keeping up with the latest trends? Do they know what content formats are working best?
  • It tells you how much of a priority content is to their overall marketing strategy. Content marketing is no longer a standalone tactic, so it should be integrated into the larger strategy and goals of the organization.
  • It shows how much of a priority it is for them to be transparent with their audience. Content marketing means being open and honest, so this can help you make sure they will uphold that commitment.
  • It gives you an idea of their voice and tone. Whether it’s a blog post, video, infographic or something else, this is an opportunity to get an idea of how they communicate.
  • It gives you a glimpse into what kind of content resonates with their audience – and why.
  • It shows how they use their content to engage with their audience and deepen the relationship.


Tone and Voice


The right tone and voice can help engage readers and build trust with the audience. A content marketing manager needs to be able to capture the voice of the company and its target audience. They should be able to write in a way that is both informative and interesting, without sounding like a sales pitch.

The ability to find the right tone and voice for each piece of content is essential for a content marketing manager. They need to be able to adapt their writing style to fit the needs of the company and the audience they are targeting.


Originality and Creativity


A good content marketing manager will be able to come up with fresh ideas and execute them in an effective way. They should also be able to adapt their style to suit the needs of the company or brand.

A content marketing manager who is original and creative can bring a lot of value to a company. They can help create a unique voice for the company, which can attract new customers and followers.

Additionally, they can help come up with innovative marketing campaigns that can generate excitement and interest.

If you are looking for a content marketing manager, be sure to ask about the candidate’s ability to be original and creative. This will give you a good indication of their ability to contribute positively to your company.


Data-Driven Approach


As the world of marketing changes, so too must the content marketing manager. In order to keep up with the competition, it is essential that your content marketing manager has a data-driven approach. Here are three reasons why:

  • Data-driven approaches allow for more accurate decision making. When it comes to content marketing, accuracy is key. By using data to inform decisions, a content marketer can be sure that they are creating material that is relevant and engaging for their audience.
  • Data can help content marketers save time and money. By understanding which topics are most popular with their audience, content marketers can focus their time and energy on creating material that is more likely to be successful. This also allows them to avoid wasting time and money on topics that are not of interest to their audience.
  • A data-driven approach provides greater insights into customer behavior. Through data, content marketers can obtain actionable insights into customer behavior. This information can be used to improve their marketing strategy and create more effective communication between brand and consumer.


SEO Expertise


As the world of online marketing continues to evolve, the role of the content marketing manager is becoming more and more important. And as the demand for skilled content marketing managers grows, so too does the need for those managers to have a solid understanding of SEO.

There are a number of reasons why it’s important for SaaS content marketing managers to have an SEO experience.

First, SEO is essential for driving traffic to your website. Without traffic, your content will never be seen by your target audience. And without an audience, you can’t achieve your business goals.

And second, SEO helps to ensure that your content is visible in search engine results pages (SERPs). This visibility is crucial for driving traffic to your site. And, as you’ve probably already learned, visibility is worth a lot of money. In fact, it’s been estimated that SEO can add up to $10 million in value to your company over the course of five years.

But, SEO isn’t just important for driving traffic. It’s also important for the overall user experience. When done right, SEO can make your website easier to use and more intuitive. This makes it easier for users to find exactly what they are looking for on your site.


Final Thoughts


A SaaS content marketing manager is responsible for creating and managing all aspects of the SaaS company’s content marketing strategy. This includes developing and executing digital marketing campaigns, managing SaaS brand voice and messaging, creating and curating content, and measuring success.

A successful content marketing manager is a strategic thinker with strong writing and editing skills, who is also able to work effectively with other teams in order to create a cohesive content marketing strategy.

For more tips on growing your SaaS business, don’t forget to check out our blog. We have a number of articles on the topic.

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Ken Moo