How To Build A Successful Content Marketing
Workflow For SaaS Businesses
When it comes to brand-building for a SaaS business, inbound marketing is often the name of the game.
In inbound marketing, you use different types of popular content and marketing channels to attract website visitors and turn them into leads for your sales team.
And nowadays, content marketing is almost synonymous with inbound marketing.
That’s because content marketing is a key part of inbound marketing. It involves creating and distributing content that attracts attention and drives traffic to your website.
But content marketing is more than just writing blog posts. It’s a complex process that includes content creation, distribution, and promotion.
And if you want to be successful at content marketing, you need to have a workflow that outlines how you do it from start to finish.
This article will discuss some key things you need to know about creating a content marketing workflow.
But first, let’s get ourselves on the same page about what it means and why it is important.
What Is A Content Marketing Workflow?
A content marketing workflow is a process that content creators use to plan, create, publish, and promote their content.
It helps content marketers to streamline their content creation process and get better results.
Why Do You Need A Content Marketing Workflow?
There are several benefits of having a content workflow, including:
Improved content quality
When you have a content marketing workflow, you can make sure that your content is high-quality and error-free before it is published. This way, you can avoid publishing content that reflects poorly on your brand.
A content workflow helps to make the content creation process more efficient. By having a system for producing content from research to publishing, you can create high-quality content much faster.
Improved Content Promotion
If you want to get your content seen by as many people as possible, you need to promote it. And a standard workflow process can help you to do that more effectively.
By planning and scheduling your content promotion in advance, you can make sure that your content gets the attention it deserves.
When you have a content workflow, you are more likely to see better results from your content marketing efforts.
Your content will be more targeted and effective, and your overall digital marketing strategy will be more successful.
Now that we know why content marketing workflow is so important, let’s talk about how to create one.
Basic Content Marketing Workflow Template
The thing is that there is no single content workflow that works across the board for all types of businesses.
Every company is different. In the same way, marketing workflows will be different for each SaaS business.
But what we can do here is talk about the basic building blocks of a content marketing workflow template that you can start with.
With that, your content marketing workflow template must have the following:
1) Goals And Distribution Channels
Before you create a content marketing workflow template, you need to be clear with your goals and which content distribution channels you are going to use.
Are you trying to attract more website visitors? Get more email subscribers? Increase social media engagement?
Or are you trying to do all of the above?
Once you know your goals, you can start to create content that will help you achieve them.
When it comes to content distribution channels, you need to decide where you are going to publish and promote your content.
Are you going to use your website? Social media? Email marketing? A combination of all three?
Most importantly, you also need to ask yourself whether or not your chosen distribution channels are the best ones for your goals.
For example, let’s say your goal is to increase website traffic.
Then you need to make sure that your content is being published on your website and is ranking high on the search engine results pages (SERPs).
But if your goal is to expand your social media reach, you may want to focus on sharing your content piece as a social media post.
2) Strategy Stage
In the strategy stage, you need to come up with a content marketing strategy that will help you achieve your goals.
For your content planning, you need to decide what topics you are going to write about, who your target audience is, and what type of content they are looking for.
Specifically, you may need to list some criteria, such as:
Topics: You need to list what topics you would explore using your content.
But you can’t just simply list topics based on a whim. Your content ideas have to be data-driven.
So, to make sure that your topics are relevant to your target audience, you need to do your keyword research.
You can use a tool like Google Ads’ Keyword Planner to find out what people are searching for online.
Content Type: You also need to decide what type of content you are going to create. Are you going to write blog posts? Create infographics? Make videos?
Again, this decision needs to be based on data. You can use Google Analytics to see what type of content your audience is engaging with the most.
Tone Of Voice: For your content to be engaging to your target audience, you need to know what tone of voice appeals to them.
Length: Depending on the type of content piece you are creating, you may need to consider its length.
For example, blog posts about topics related to SaaS may need at least 1,500 words. to be really informative and valuable to your readers.
The length of your video content, on the other hand, may vary depending on your target audience.
If you’re planning to create extensive explainer videos and upload them on YouTube, your videos might take up to 10 minutes.
But if your video content is just for engagement and is to be uploaded to a social media post, a 2 to 3-minute video should do.
3) Assigning Stage
In the assigning stage, you need to choose the people who are best suited for the different roles in your content marketing strategy.
For this stage, you need to know the following:
Necessary Skills: You need to know the right skills you need in order to execute your content marketing strategy flawlessly. That’s how you can find the right people for the job.
If you don’t have the right skills in your in-house content team, then this is the time to outsource to a content marketing agency or freelancers.
That may be a great way to bring in some skilled and experienced content creators without breaking the bank.
Necessary Tools: At this stage, you also need to make sure that you have all the tools you need to execute your content marketing strategy.
For example, if you are going to be creating blog posts, do you have a content management system (CMS) in place? Do you have a keyword research tool? Do you have an editorial calendar?
If not, you need to consider your specific needs and what tools would best address them.
4) Publishing Stage
In the publishing stage, you need to make sure that you are publishing high-quality content consistently.
For these stages, you need to specify the following:
Content Review and Editing Process: You need to have a content review and editing process in place to ensure that every content piece you produce is of the highest quality.
At this phase, you should specify how many rounds of reviewing and editing your content piece will go through before it is published.
You may also want to include the names of the key people who are in charge of reviewing and editing.
Editing and Publishing Tools: Having your content go back and forth from creator to editor takes a lot of communication.
At this stage, you need to make sure that everyone is on the same page in terms of content editing and publishing tools.
For example, are you going to use Google Docs? Or will you need more comprehensive platforms like CMS solutions?
5) Promotion Stage
In the promotion stage, you need to make sure that your content actually reaches your target audience?
For this stage you need to specify the following:
Content Distribution Channels: You need to have a plan for how you are going to distribute your content. Are you going to use social media? Email marketing? Paid advertising? What will be your search engine optimization (SEO) strategy?
There are a lot of options when it comes to content distribution channels. But not all of them will be right for your business.
You need to decide which ones are the best fit for your target audience and then create a content distribution strategy for them.
Tactics: Tactics are the specific actions that you are going to take in order to promote your content.
For example, if you are using social media to promote your content, which social media platforms are you going to use? What hashtags or other promotions are you going to include in the plan?
You may also want to include other blogging tactics like the Skyscraper Technique or more comprehensive SEO practices.
Promotional Tools: In order to execute your content promotion strategy, you need to have the right tools in place.
For example, if you are going to use social media to promote your content, do you have a social media management tool?
If you are going to use email marketing, do you have an email marketing platform for automating and scheduling your emails?
Getting the right tools will make it a lot easier to promote your content effectively.
6) Analysis Stage
In the analysis stage, you need to track your content performance and analyze the data.
This is how you can see what’s working and what’s not. And it’s how you can make improvements to your content marketing strategy.
For this stage, you need to specify the following:
Content Performance KPIs: You need to have a way to measure your content performance. This could be things like traffic, engagement, or leads generated
You need to decide which KPIs are most important for your business and then track them
Reporting Tools: In order to track your content performance, you need to have the right reporting tools in place
For example, if you want to track traffic, you could use Google Analytics. If you want to track engagement, you could use social media analytics tools
You may need more than one reporting tool depending on the KPIs that you are tracking.
Schedule or Frequency Of Analysis: You also need to specify how often you are going to analyze your content performance. This could be weekly, monthly, or quarterly.
If you want, you may even measure your performance for every piece of content you publish.
Corresponding Actions For The Success Or Failure To Meet Goals: It’s not enough to just measure your content marketing performance.
You also need to have a plan for what you are going to do if your content is not performing well.
For example, you may need to make changes to your content strategy or promotional tactics. Or you may need to create new content.
Or if you are successfully achieving your goals, you may need to create more content or scale up your content marketing efforts.
Final Thoughts About Creating A Content Marketing Workflow for SaaS Businesses
Creating a content marketing workflow is a great way to streamline your content marketing efforts.
What’s more, it’s a great way to make sure that your content is successfully reaching and attracting your target audience.
When you have such a workflow process in place, it’s easier to create and promote content. Moreover, tracking and measuring your content performance would also be more guided and insightful.
Again, there is no single correct way to create a content marketing workflow. After all, every SaaS business is different.
But with the help of the basic building blocks of a workflow template, you can create your own process that works best for your businesses and your target audience.
Looking for more strategies and tips to help you grow your SaaS business? Check out our blog here.