How to Create and Scale SaaS Content Marketing In 2023
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Are you looking for where to get ideas for your SaaS content marketing? Well, here I got you covered. According to SaaSpirin, SaaS content marketing is a long-term marketing strategy that SaaS businesses implement to attract, convert, and retain a target audience by creating and distributing value-packed, unique content consistently.
In this blog post I’m going to show you how to create and scale your SaaS content marketing and stand ahead of your competitors in 2023.
One of the biggest mistakes SaaS businesses are doing when marketing their products is targeting a broad audience and hard-selling their products to unaware customers instead of educating their target audience to know more about their software.
The most important things to consider before marketing your SaaS business is to clearly understand your audience and laser-focused your contents in such a way that your target audience will know exactly what they’re benefiting from using your product without asking too many questions.
A lot of SaaS companies throw out content with the aim of generating leads and building their subscribers base.
After putting in the efforts to create, distribute and nurture leads, they will end up finding it difficult to move those leads from ordinary subscriber to paying customers.
Yes, a potential customer may find your SaaS product very valuable but do they actually need it and how fast should they consider paying for a premium version of your product? Is your product even worth their money?
If your content couldn’t answer these simple questions, you may end up getting likes, shares and comments without reasonable conversions.
So, what should you do to improve your SaaS content marketing? Of course, the best thing to do is to focus on educating, inspiring and entertaining your target audience instead of persuading them at first sight.
You cannot offer an engagement ring to a new girlfriend on your first date. You have to take it one day at a time.
Build a strong relationship, let her know you and understand your personality first. She might be the first person to ask for the engagement ring. Lol.
When creating new content for your SaaS business, make it look enticing and sound romantic just like the way you dress on your first date.
Also, craft your SaaS content marketing with value and highlight the benefits of your SaaS product just like the way you express yourself on your first date.
Remember that first impression lasts longer. Therefore, don’t shy away your potential clients with sales pitch. Nobody wants to buy from hungry entrepreneurs.
Example of a SaaS Content Marketing: MarketingBlock Case Study
If you have been following my blog you will understand that I like giving examples so that my blog readers can comprehend my message effectively. Here’s one for you.
MarketingBlock is an AI marketing tool that can write all your contents, copies, blog posts, social media captions, email series and many more in less than 10 minutes.
When the software were launched to the global market, the team didn’t focus on telling their audience that MarketingBlock is another FASTEST AI writing tool.
Just like what other AI tools claimed to offer their users – generate content faster, write in seconds and bla bla bla.
Instead, they focus on educating their target audience by comparing their product features with their competitors’ products.
They were bold enough to compare and highlight the benefits of MarketingBlocks over ChatGPT. When I visited their website, I noticed that they have more advanced features and benefits that are far better than the giant ChatGPT.
In one of their content, they insisted that users should test-run the demo version before subscribing to the premium version of the MarketingBlocks.
This is to tell you that they’re more concerned about what you’re getting with your money and also trying their best to educate you about the functionality of their SaaS product before investing your money.
It’s not when prospects visit your website you should tell them to start a free trial or sign up to access a demo version. When you educate them in your SaaS content marketing, they won’t hesitate to sign up when they visit your company’s website.
So, try as much as possible to provide all the necessary information and the core value of your product when crafting your SaaS content marketing strategy.
How do I Create Content for SaaS?
Before you start thinking about how to create content for SaaS products make sure you have mapped out your customer avatar. And set goals for your marketing campaigns. Now, let’s discuss how to create quality content for your SaaS product.
Identify Your Target Audience
This is the first step to take when creating content for your online business. Unless you’re selling oxygen on the internet, put it at the back of your mind that not everyone needs your product or service.
Is your product for men or women? Is it for old or young people? Conservative or liberal? What is their economic bracket, what’s their education level, and interests?
Once you can narrow down these criteria, it would be a lot easier to focus your marketing strategy on those who are most likely to need what you are offering.
Pain Point Analysis
Now that you understand one of the criteria for mapping out your customer avatar, then analyze their interest to know their strongest desires and pain points.
This will help you to tailor your content directly to your target audience.
Customers buy products that strictly offer solutions to their problems. So, focus on outlining their deepest desires and breakdown how you can help them solve their problems as quickly as possible.
Sometimes, you have to put yourself in their shoes for you to understand the kind of pains they’re passing through.
By doing so, you will be able to answer their most critical questions in your SaaS content marketing and offer the best solutions.
According to WordStream, keyword analysis is the process of analyzing the keywords or search phrases that bring visitors to your website through organic and paid search.
As such, keyword analysis is very vital for your SaaS content marketing strategy. Keyword research helps you to write helpful content for the right audience.
It’s well known that Google is one of the biggest search engine on the internet. Thousands of SaaS companies are leveraging SEO to generate leads and conversion organically.
One of the benefits of SEO is the ability to drive free traffic to your website, build a pool of potential customers without spending thousands of dollars on advertising.
Read Also: How to increase website traffic for making more sales
But it requires technical skills and it’s a long-term strategy for SaaS content marketing.
If you’re patient enough to take advantage of SEO for your content marketing, of course, you will experience exponential growth in the long run.
Unfortunately, a lot of business owners get it wrong when it comes to crafting high quality contents that rank on Google first page.
And the reason why is because, they don’t leverage premium SEO tools like SEMrush for their keywords research and content optimization.
By using SEMrush content marketing toolkit, you will be able to have in-depth analysis of your keywords such as the total search volume, keywords density and ranking difficulty.
According to hubspot, keyword density is also called keyword frequency. It is the number of times a specific keyword appears on a webpage compared to the total word count.
It’s often reported as a percentage or a ratio; the higher the value, the more your selected keyword appears on your page.
If you want to scale your SaaS content marketing in 2023, it’s highly recommended you should get a premium keywords research tool and use it to create content for your SaaS business.
Campaign Goal Setting and Tracking
Tony Robbins quotes that setting goals is the first step in turning the invisible into the visible. What can you do without goals?
Of course, many things but with no results to show for it. Honestly, you cannot achieve something reasonable if you don’t set a specific goal to conquer it.
The “GOAL” it self is the results of every task or activity taken to achieve a particular thing. If you set goals to achieve something, you have already created the results.
So, how do you know the results? It’s by tracking each task or activities taken towards achieving your goals.
I hope my point is clear? Owk.
Let me explain in a lay man language for better understanding.
The first question you should ask yourself is, what do I intend to achieve from my SaaS content marketing?
Is it to generate leads, create brand awareness, is it for direct selling or to create partnership opportunities with my competitors.
Define the purpose of your SaaS content marketing before writing on any topic. In this way, you can literally know whether you’re getting your desired results or not.
For instance, if you set a goal to generate 1,000 leads for your B2B SaaS business. Writing, publishing and distributing content will not guarantee 1,000 leads per month.
Unless you track your content consistently to know its performance and drive your energy on what is working instead of throwing content and expecting 1,000 leads to flood your business.
Tracking your content performance will give you more insight on number of leads generated per day. Those daily results will determine whether you will smash your ‘1,000 leads per month’ goal.
Content Production and Distribution
Now that you know your target audience, their deepest desire, pain point, the best keywords to target and you have set goals for your campaign. The next thing is to create and distribute your SaaS content marketing effectively.
The SaaS content creation phase: Essentially, when we are creating content, there are three different points of view that need to be brought together:
Your SaaS Company Perspective — This is what your company wants to say or the message your company wants to deliver to the target audience.
This usually starts with a powerful headline that summarizes the whole message in the body of your content.
Marketplace Perspective of Your Brand — These are the factors that influence the operating environment of your industry, sector or vertical.
At this point, your content should focus on delivering the value that your SaaS company is bringing to the market.
Customer Perspective of Your Brand — Literally, what’s in for your potential customers. Is your brand capable of delivering the promised value?
How quickly would your brand help with the needs and wants of your customers and targets?
Always deploy these three powerful angles into your SaaS content marketing. Leverage AIDA model to write content that convert website visitors into paying customers.
What is the AIDA model for SaaS content marketing?
The AIDA model is a framework for creating effective campaigns for your SaaS content marketing. It stands for Attention, Interest, Desire, and Action.
The model suggests that in order to effectively persuade a consumer to take an action, such as buying a product, you must first capture their attention, then generate interest in the product, create a desire for it, and finally provide a clear call to action.
The AIDA model is often used in copywriting and advertising to help you create effective messaging that will motivate your potential consumers to take a desired action.
Usually, to purchase a product or subscribe to the premium version of your SaaS product.
The SaaS content distribution phase: Now that you know how to create content for your SaaS company. The final step is how to scale your SaaS content marketing through content distribution and promotion.
SaaS content distribution refers to the methods and channels used to distribute content with the aim to promote SaaS products and services to the right audience.
The goal of SaaS content marketing is to educate potential customers about the product or service, establish your company as a thought leader in the industry, and ultimately generate leads and sales.
Below are some powerful channels you can use for your SaaS content marketing:
Social Media: Social media platforms like LinkedIn, Twitter, and Facebook can be used to share and promote content to a large audience. Use these giant platforms to build social following for your SaaS company and engage with potential customers.
Email Marketing: According to Moosend, email marketing is the most profitable and cost-effective direct marketing channel, generating an average return on investment of $42 for every $1 spent.
SaaS companies can use email campaigns to send content directly to a targeted list of potential customers.
Your Own Platform: Your company’s website, blog, and landing pages can be used for SaaS content marketing and drive traffic to it. By making a bullet list of your product features and benefits, website visitors would likely take action to try your SaaS product and eventually become recurring customers.
Paid Advertising: The fastest way to scale your SaaS content marketing is to use platforms like Google Adwords, Facebook Ads, and LinkedIn Ads to promote your content to a targeted audience. In this way, you will be able to make sales consistently and generate return on investment.
Influencer Marketing: This is the best strategy to create credibility for your SaaS company. By leveraging the influence of industry thought leaders to promote your content, more audiences will trust your brand and refer potential customers to your company.
Why is content marketing important for SaaS?
SaaS content marketing is an essential component of any successful SaaS marketing strategy. By creating and distributing valuable and relevant content, SaaS companies can educate potential customers about their products and services, establish themselves as thought leaders in the industry, and ultimately drive sales.
Rapping Up on How to Create and Scale SaaS Content Marketing in 2023
In conclusion, an effective SaaS content marketing requires a combination of different channels and a well-defined target audience.
By leveraging social media, email marketing, company websites, paid advertising, and influencer marketing, you can reach the right people with the right message and achieve your desired results.
With the right approach and execution, SaaS content marketing can be a powerful tool for driving business growth and success. Also, leverage paid advertising to scale your content marketing strategy.