How to Choose the Right SaaS Content Marketing Consultant
A good SaaS content marketing consultant can be hard to find. They need to understand your business model, your SaaS product, and your audience.
Unlike a traditional marketing consultant, a SaaS content marketing consultant should also have a deep understanding of inbound marketing, content strategy, and SaaS SEO. They also need to be able to produce high-quality content that will help your website boost its organic traffic and achieve your marketing goals.
But how can you tell if you’re working with the wrong consultant, and how would you be able to find the right one? Here are all the things you need to consider before you work with a SaaS content marketing consultant.
What is a SaaS Content Marketing Consultant?
SaaS content marketing consultants are experts in developing and executing content marketing plans specifically for SaaS companies. They work with their clients to understand their business model, goals, target audience, and brand voice, and then develop a content marketing strategy that aligns with all of those factors. They also provide ongoing content support, which can include anything from copywriting and editing to content promotion and analysis.
In addition to developing the overall content marketing strategy, consultants also create and manage individual pieces of original content, including blog posts, ebooks, white papers webinars, and more. You can put them in charge of the entire content creation process.
Ultimately, their goal is to help their SaaS founder clients attract and convert more leads through effective content marketing. If you’re looking to take your SaaS company’s content marketing to the next level, working with a SaaS content marketing consultant is a great option.
Content marketing services offered by SaaS content marketing consultants include:
- Content strategy development
- Topic and keyword research
- Competitive analysis
- Content calendar development
- Content production
- Blog post writing and editing
- Ebook creation
- White paper creation
- Infographic design
- Web page copywriting
- Social media management
- Lead generation online campaigns
- Conversion rate optimization
- Email marketing management
10 Red Flags To Watch Out For in a SaaS Content Marketing Consultant
Now that we know what a SaaS content marketing consultant is, and he or she does, let’s talk about some of the major warning signs that should make you question whether your SaaS content marketing consultant is a good fit for your business. This can also be helpful if you’re considering working with a SaaS content marketing consultant and want to make sure you’re not making a mistake.
1. They’re not familiar with the SaaS Industry
If your content marketing consultant isn’t familiar with the ins and outs of your industry, they’re not going to be able to produce the type of content that will resonate with your target audience. Make sure you find someone who understands the nuances of your industry or niche and can speak to your target audience in their language. They must know the difference of SaaS marketing when compared to traditional marketing, and they must be aware of the unique marketing challenges that SaaS companies face.
On the other hand, you’ll know your consultant is a good fit if they’re constantly asking you questions about your SaaS business and your software.
Try to test your content marketing consultant by asking them specific questions about your industry and see how they respond. For example, you might ask them to explain the difference between inbound and outbound marketing or what they think is the most effective content marketing strategy for your software.
2. They’re not producing quality content
If the quality of the content your consultant is producing is poor, it’s time to move on. Subpar spelling, grammar, and punctuation are all automatic red flags. The same applies to poorly-researched or plagiarized content.
Additionally, if you find yourself having to edit or rewrite their work frequently, it’s a sign that they’re not a good fit for your SaaS business. Remember, you’re paying them for their expertise, so the content they produce should be of high quality and require minimal editing from you.
If they can’t produce quality content, they’re not going to be able to help you achieve your content marketing goals. In fact, data show more than half of all successful content marketing efforts are dedicated to making sure that the material is high-quality and engaging. So, if your consultant can’t produce quality content, it’s time to look for someone new who can.
3. They’re not meeting deadlines
If your content marketing consultant is constantly missing deadlines, it’s a sign that they’re not organized or capable of meeting your needs. Find someone who is more reliable and who can adhere to a strict schedule. This is important because content marketing requires a lot of planning and coordination to be successful.
4. They’re not responsive
If you find yourself always chasing down your content marketing consultant for updates or waiting days (or even weeks) for a response to an email, it’s a sign that they’re not as invested in your project as they should be. Find someone who is more responsive and communicative so you can avoid frustration down the road.
With that said, meeting with your consultant is essential to the success of your project, so make sure you schedule regular check-ins (weekly or bi-weekly, at minimum) to ensure that both you and your consultant are on the same page.
5. Their ideas are unoriginal
One of the shining qualities that a consultant should have is creativity. After all, content marketing is all about coming up with new and innovative ways to market your SaaS business and your software. If your consultant is constantly regurgitating the same old ideas, they’re not going to be able to help you stand out from the crowd.
To test their creativity, ask them for their thoughts on a couple of different content marketing campaigns or strategies. If they’re unable to come up with anything original or outside-the-box, it’s a sign that they’re not the right person for the job.
If the ideas your consultant is pitching are basic or uninspired, it’s time to find someone with fresher, more innovative ideas. Your content needs to stand out from the rest if you want it to be successful, so make sure you find a consultant who can deliver originality.
6. They don’t understand SEO
Search engine optimization (SEO) is an important part of any content marketing strategy. With 68% of online experiences beginning on a search engine, it is important for your website to be found in this vast pool.
If your consultant doesn’t understand how SEO works, they won’t be able to help you rank higher in search results and drive traffic to your website. Make sure you find someone who knows their stuff when it comes to SEO best practices.
Test your consultant by asking them questions about SEO, such as how they would go about optimizing a blog post or what they think are the most important ranking factors.
7. Their tone doesn’t fit your brand voice
The tone of your content should be consistent with your SaaS brand’s overall voice and messaging. If your consultant is producing content that doesn’t fit with your brand, it’s going to confuse your audience and make it difficult for them to connect with your SaaS company. Intelligent use of tone in your blogs, articles, guides, and videos can appeal to emotion and logic, making it more likely that prospects will understand your brand message and be persuaded by your argument.
To make sure your consultant understands your brand voice, provide them with some examples of content that you feel best represents your company. Then, ask them to produce a piece of content using the same tone.
If the tone of the content produced by your consultant doesn’t match up with what you’re trying to achieve, then it might be time to find someone new.
8 . They’re not providing measurable results
One of the most important things you should expect from your content marketing consultant is measurable results. Content marketing metrics can be tricky to navigate, but a good consultant will be able to help you track the progress of your content marketing strategy and show you how it is positively impacting your business. After all, what’s the point of paying for a service if you can’t measure its results?
Some metrics you might want to track include website traffic, leads generated, conversion rate, social media engagement, and SEO metrics. If your consultant isn’t able to provide you
If they’re not providing detailed analytics reports on a regular basis, talk to them if they know what they’re doing. If they still can’t provide you with the data you need to make informed decisions about your content marketing strategy, it might be time to find a new consultant.
9. They’re not willing to adjust their approach
If your content marketing consultant isn’t willing to adjust their approach based on feedback or data, it’s time to find someone who is more flexible. A good consultant should be open to trying new things and making changes based on what works (and what doesn’t). He or she should also understand the principle of sticking to what works as opposed to what’s trendy.
If you’re not happy with the direction your content marketing is going, talk to your consultant about it. If they’re not willing to make changes, then it might be time to look for someone who is more open to trying new things and is more open to receiving feedback.
10 . You just don’t click together
Just like any other relationship, it’s important that there’s a good rapport between you and your content marketing consultant. For some reason, sometimes that’s not the case. If you just don’t click with your consultant, it’s going to make working together difficult.
If you’re not sure how to proceed, try talking to your consultant about the issues you’re having. If that doesn’t work, it might be time to consider finding someone new.
Try meeting with a few different consultants before making a final decision on who to hire so you can get a feel for their personality and see if they’re a good fit.
How to Find a SaaS Content Marketing Consultant
Now that you know what to look for — and more importantly, what to avoid — in a SaaS content marketing consultant, it’s time to start your search. Here are a few places you can look:
1. Social media
Social media is a great place to start your search for a content marketing consultant. LinkedIn is a particularly good platform to use as you can easily see if your potential consultant has any recommendations or endorsements from previous clients. You’ll also find their contact information and be able to easily send them a message.
To find consultants on LinkedIn, simply do a search using keywords like “SaaS content marketing” or “content marketing strategist.” You can also try searching for consultants who specialize in the specific type of content you’re looking for, such as blog posts, eBooks, or infographics.
In addition to LinkedIn, there are various groups and communities on social media platforms like Twitter and Facebook that are dedicated to content marketing. These can be a great resource for finding potential consultants as well as getting advice and tips from other content marketers.
2. Online directories
Despite not being as popular as the first method, online directories can still be a great way to find potential content marketing consultants. The best part about using an online directory is that you can usually filter your results by location, price, and services offered. This makes it easy to find a consultant that’s a good fit for your SaaS business.
There are several online directories that list content marketing consultants, including Content Marketing Institute, Contently, and UpCity. Simply choose your location and type of content you’re looking for and you’ll be presented with a list of consultants who meet your criteria.
3. Personal recommendations
Personal recommendation or referrals are usually the best way to find a great SaaS content marketing consultant. If you know someone who has used a content marketing consultant in the past and had a good experience, that’s a great place to start your search.
You can also ask for recommendations from other SaaS businesses or entrepreneurs. There are various online communities and forums dedicated to SaaS businesses so this should be easy to do.
Finally, you can also ask your network of business contacts for recommendations. If you have a good relationship with other SaaS businesses, they may be willing to share their experiences and help you find a great content marketing consultant.
Word of mouth is still one of the best ways to find a great consultant so don’t overlook this method.
A simple Google search can also be a great, yet simple way to find SaaS content marketing consultants. Looking for one easily means just typing in certain keywords like “SaaS content marketing consultants” or “SaaS marketing agency” to get started.
From there, you should be able to get a feel for the different types of consultants that are out there as well as their level of experience. You can also use Google to find personal recommendations by searching for things like “SaaS content marketing consultant reviews.”
The downside of searching content marketing consultants on Google is that anyone can claim to be a consultant regardless of their experience or expertise. This means you’ll have to do your due diligence in researching each potential consultant before making a final decision.
5. SaaS Conferences
SaaS conferences are a great place to meet and network with other SaaS businesses as well as content marketing consultants. These events are usually packed with people who are looking to learn more about the latest trends in SaaS marketing and content creation.
If you’re looking to find a potential consultant at a SaaS conference, simply walk around and introduce yourself to people. You can also attend any presentations or panel discussions that are happening as these are usually full of SaaS experts.
Conferences are a great way to meet potential consultants in person and get a feel for their personality and expertise. However, they can also be expensive so make sure you’re only attending events that are relevant to your business.
6. Online job boards
Online job boards can also be a great way to find SaaS content marketing consultants. These platforms usually have a wide variety of consultants available for hire so you’re sure to find one that’s a good fit for your SaaS business.
The downside of using online job boards is that you’ll have to sort through a lot of applications to find the right consultant. You’ll also need to be very clear in your job posting so that only qualified candidates apply.
Final Thoughts About SaaS Content Marketing Consultants
Once you’ve compiled a list of potential candidates, it’s time to start reaching out. Set up some initial meetings with each consultant so you can get to know them better and see if they’re a good fit for your SaaS business.
Asking for referrals, searching online, or attending conferences are all great ways to find SaaS content marketing consultants. Just make sure to do your research before making a final decision. And always remember, the best consultant is usually one who has experience working with SaaS businesses.
On the other hand, if you don’t have the time or resources to find a consultant, you can always outsource your content marketing needs to a reliable SaaS marketing agency. This option can save you a lot of time and hassle in the long run.
Remember, working with the wrong SaaS content marketing consultant can cost valuable time and money—two things that SaaS startup founders can ill afford. Keep an eye out for the 10 warning signs we shared so you can avoid making this costly mistake.
Learn more about how to grow your SaaS company through content marketing here!