How To Scale Content Marketing For SaaS Businesses
Did you know that content marketing can give you a return on investment (ROI) of up to 448%?
Content marketing is not a new concept in the SaaS industry.
But with the rise of inbound marketing and digital media, it has become one of the most popular and effective ways to reach SaaS customers.
As more businesses turn to content marketing, the question becomes how to scale these efforts to reach a larger audience.
The good news is that there are a number of ways to do this.
In this article, we will talk about how to scale content marketing for your SaaS business.
1) Set Your Goals
The first step in scaling your SaaS content marketing efforts is to set your goals. What do you want to achieve with your content?
What does “scaling” mean for your SaaS content marketing strategy?
Are you looking to increase brand awareness? Drive more traffic to your website? Generate more leads?
Or maybe you want to do all of the above.
Whatever your goals may be, it’s important that you have a clear understanding of what you want to achieve before you start creating content.
This means setting the right key performance indicators (KPIs) to measure whether or not you are meeting those goals.
Here are some metrics you may want to ramp up:
If you’re looking to increase traffic to your website, then you’ll want to measure the number of unique visitors to your SaaS website.
You can track this with Google Analytics or another similar tool.
You should also look at how much time people are spending on your site and which pages they’re visiting.
This will give you an idea of how engaged people are with your content and whether or not they’re finding it helpful.
Search Result Rankings
A huge factor in making your content visible online is its ranking on the search engine results pages (SERPs).
That’s why search engine optimization (SEO) is a potent digital marketing strategy that works hand-in-hand with SaaS content marketing.
So if you want to improve your SEO and visibility on the SERPs, you’ll need to constantly monitor how well you are ranking for your target keywords.
You can use a tool like Ahrefs or Semrush to do this.
Keep an eye on how your rankings are changing over time and which keywords are driving the most traffic to your site.
You may also want to note which SEO practices are getting the best results in this area.
Another way to make your content more visible online is by sharing it on social media.
And if it really connects with your target audience, they are more likely to share it on their own social media timelines and feeds.
Because of that, another key metric you need to track is how often your content is being shared on social media.
This will give you an idea of how viral your content is and how much reach it has.
You can track this with a tool like BuzzSumo or Hootsuite Insights.
Simply enter your URL into the search bar and it will show you how many times it’s been shared across all social media platforms.
Views & Subscribers
This metric is especially necessary if a large part of your content marketing strategy is uploading videos on YouTube and other social media platforms.
You should track how many views your videos are getting as well as how many new subscribers you’re gaining over time.
This will give you an idea of how popular your content is and how much reach it has.
It will also help you determine whether or not people are actually watching your videos all the way through.
2) Scale Your SaaS Content Marketing Team
One of the best ways to scale your content marketing efforts is to build a team of writers, designers, and marketers who can work together to create high-quality content.
Here are some things you need to keep in mind when growing your content marketing team:
Hire For Quality, Not Just Quantity
It’s not just about growing the number of content marketers that you get onboard. It’s also about their quality.
Make sure that you’re hiring content marketers who are experts in their field and who can produce high-quality, engaging content.
However, you may be thinking that experienced content marketers are expensive. But if you structure your team in an efficient way, you can get around it.
Speaking of which…
Optimize Your Content Marketing Team Structure
The way you structure your content marketing team can also have an impact on how well you’re able to scale your efforts.
You can’t simply hire ten veteran subject matter experts in one go. Well, if you have the budget for it, you may be able to.
But you can still have a team structure that mass produces top-notch content without breaking the bank.
One way to do this is to hire one or a few of these experts who would serve as editors for every content piece that your team produces.
They don’t have to do content production tasks themselves. But they would be in charge of making sure that all your content pieces are reliable and of high quality.
This way, you can focus on quantity without sacrificing quality.
Hire Content Marketing Freelancers, If You Need To
If you’re on a tight budget, another way to scale your content marketing efforts is to hire freelancers.
There are a number of advantages to doing this:
- You can get high-quality content without breaking the bank
- You can get content from a variety of experts in different fields
- You only pay them on a part-time or per-project basis
The downside of hiring freelancers is that it can be more difficult to manage them and keep track of their work.
But if you have a good system in place, this shouldn’t be an issue.
3) Develop And Enforce Your Content Calendar
If you want to be able to scale your content marketing efforts, you need to have a system in place for creating and publishing content.
And that system is a content calendar.
A content calendar is simply a tool that helps you plan and track your content marketing activities. It can be as simple as a Google Sheet or as complex as a dedicated project management software.
The important thing is that it allows you to centrally manage all your content marketing activities in one place.
This way, you can easily see what needs to be done and when. What’s more, you can assign tasks to different members of your team.
Here’s how you can develop a content calendar that can scale your content marketing efforts:
Focus On High-Performing Topics, Content Types, & Distribution Channels
When you’re creating your content calendar, make sure to focus on topics, content types, and distribution channels that have proven to be effective in the past.
There’s no need to reinvent the wheel every time you create new content. Simply build on what’s already working.
That’s why it’s very important to track the necessary metrics. Which topics are getting the most searches? Which content types are getting the most engagement? Which distribution channels are generating the highest number of leads?
This will help you save time and resources. Even better, it will increase the chances of your new content performing well.
Batch Your Content Creation Process
Another way to scale your content marketing efforts is to batch your content creation process.
This means creating a bunch of content all at once, and then publishing it over a period of time
For example, you could create 10 blog posts in one week, and then schedule them to be published two per week over the next five weeks.
This approach has a number of advantages:
- It helps you get into a flow state more easily and use that momentum to create more content
- It gives you a buffer of content that you can use when you’re busy or on vacation
- It allows you to take advantage of seasonal trends (such as creating holiday-themed content in advance)
To make this work, you need to have a clear idea of your publication schedule.
You also need to be realistic about how much content you can create in a given period of time.
Speaking of your publication schedule…
Publish Content More Frequently
One of the simplest ways to scale your content marketing efforts is to lessen the intervals between posts.
If you’re only publishing once a week, try publishing two or three times a week instead.
If you’re already publishing multiple times a week, try increasing the frequency even further.
Of course, this doesn’t mean that you should sacrifice quality for quantity.
Remember that you’re also ramping up your content marketing team to streamline your content creation process.
So as your team gets bigger and more efficient, you’ll be able to increase your publication frequency without sacrificing quality.
4) Create Evergreen Content
Evergreen content is the holy grail of content marketing.
To have a deeper appreciation for it, let’s have a short background on why it’s called “evergreen content.”
If you know a thing or two about trees, you would know that most trees have leaves that turn brown and get shed in the autumn season.
This is in comparison to evergreen trees whose leaves stay green all throughout different seasons. As a result, evergreen trees are considered to be symbols of perpetual life.
But before this turns into a blog post about botany, let’s go back to the matter at hand.
Evergreen content is called such because it can stay relevant for a long period of time.
Like evergreen trees, it is long-lasting and sustainable.
It’s the kind of content that continues to generate traffic and leads even long after it’s been published.
And it’s one of the best ways to scale your content marketing efforts because it allows you to get more mileage out of your content.
To create evergreen content, focus on creating guides and articles that will be relevant for a long time to come. Moreover, avoid publishing news articles and other types of timely content, as these will quickly become outdated.
Here are some ideas you can use for your evergreen content:
These are step-by-step guides that show your readers how to do something.
For example, a how-to guide on content marketing could show your readers how to create a content strategy, how to come up with ideas for blog posts, how to promote their content, and so on.
This kind of content has a high potential of becoming evergreen content because it will almost always be relevant to your readers.
Sure, trends will change over time. But you can always update your how-to guide whenever there is significant innovation or development in your niche.
Tips & Tricks Articles
Similar to how-to guides, tips and tricks articles offer your readers valuable information that they can use to improve their skills or solve a problem.
But unlike how-to guides, tips and tricks articles are more concise and to-the-point.
For example, an article on sales tips could include strategies for lead nurturing, field sales, or other general strategies that can help them close deals.
This is the kind of content that people are always searching for because it provides them with actionable advice that they can use right away.
As long as you keep your tips and tricks articles up-to-date, they will continue to generate leads and traffic for your business.
SaaS Product Reviews & Comparisons
Product reviews and comparisons are another type of content that has a high potential of becoming evergreen.
This is because they provide your readers with information that can help them make an informed decision when purchasing a SaaS product.
Moreover, people are always searching for product reviews and comparisons because they want to be sure that they’re getting the best bang for their buck.
However, you will need to update these articles whenever there are developments on the products you are reviewing or comparing.
As a SaaS business owner, you would know how often SaaS companies rebrand or introduce new features to their products. Not to mention the new SaaS brands entering the market every year.
To keep your product reviews and comparison articles up to date, be on the lookout for these relevant changes.
One quick way to do that is by setting up Google Alerts for the products you are reviewing. That way, you’ll be notified whenever there is news about the product so you can update your article accordingly.
5) Take Advantage Of Automation Tools
Content marketing is a lot of work.
That’s why it’s important to take advantage of automation tools to make your life easier.
There are a ton of different content marketing tools out there. And new ones are being released all the time.
To help you get started, here are some content marketing automation tools that you can use for your SaaS business:
CoSchedule is an all-in-one tool that helps you plan, publish, optimize, and measure your results from your blog posts.
It has a drag-and-drop editorial calendar that makes it easy to plan your content strategy. Plus, it has features that help you optimize your blog posts for SEO and social media.
Hootsuite Insights is a tool that helps you research and analyze topics for your blog posts.
It provides you with data on what people are talking about on social media, who’s talking about it, and how popular the topic is.
This information can be helpful in your content strategy, especially in plotting what topics to write about.
Piktochart is a tool that helps you create visuals and videos for your blog posts.
If you’re not a designer, don’t worry. Piktochart has a library of templates that you can use to create high-quality visuals without hiring a designer.
Final Thoughts About Scaling Content Marketing For SaaS Businesses
Content marketing is a powerful way to generate leads and traffic for your SaaS business.
However, it’s important to note that content marketing is not a one-time effort. It’s an ongoing process that you need to continuously work on.
Fortunately, there are a number of things you can do to scale your SaaS content marketing efforts.
By following the tips in this article, you will be well on your way to scaling your content marketing efforts and generating more leads and traffic for your business.
Looking for more guides and strategies that can help you grow your SaaS business? Visit our blog here.