HomeBlogBlog10 Powerful SaaS Content Strategy in 2024

10 Powerful SaaS Content Strategy in 2024

The software-as-a-service (SaaS) industry has exploded in recent years. SaaS models provide services to users on a subscription basis, often via the cloud. This approach offers more flexibility and scalability than traditional on-premise software.

As the SaaS market grows increasingly competitive, companies need effective marketing strategies to stand out. This is where content marketing comes in.

This comprehensive guide will walk you through the key elements that constitute an effective SaaS content marketing strategy to help fuel your company’s organic growth in 2024 and beyond.

Let’s get started.

Why SaaS Content Marketing Matterssaas content strategy

Drives Brand Awareness and Positions You as a Thought Leader

Content allows you to highlight your vision, expertise, achievements and unique approach to solving common customer problems. By consistently putting out educational, empowering content, you can nurture a community that views your brand as a trusted source of information.

For instance, HubSpot has established themselves as pioneers of inbound marketing through long-form blogs, videos, courses and podcasts.

Attracts and Educates Potential Customers

SaaS buyers often turn to the internet to understand unfamiliar concepts, technology, use cases etc. before talking to sales reps. Your content plays a key role in addressing their questions and making them aware of how your product can add value.

Fuels Organic Growth

By ranking high on search engines for relevant keywords, your content brings in targeted traffic that converts at much higher rates vs. paid channels. SEMrush report shows SaaS brands get 70% of their traffic organically.

Now let’s get into the 10 steps to optimize your SaaS content marketing.

Step 1: Build a Content Strategy Foundation

saas content strategy

Before you being churning out content, lay the groundwork to set your efforts up for success:

Get Your Product and Brand Messaging Right

Clearly determine and document the following:

  • Value proposition: What core value does your product offer? What customer problems does it solve?
  • Brand story: Craft a mission statement and brand narrative that conveys your origin story and beliefs.
  • Messaging strategy: How will you communicate your key messages across channels?

This clarity will help align content efforts to broader business goals.

Prepare All Necessary Marketing Assets

  • Optimize website: Structure site architecture focused on user journeys. Improve page speed and on-site SEO.
  • Assemble content team: Determine roles and responsibilities between in-house vs. outsourced content creation.
  • Set up tools: Install analytics for tracking (Google Analytics) and SEO tools for research (SEMrush, Ahrefs).

Define Goals and KPIs

Figure out what content success looks like by setting targets:

  • Business KPIs – Revenue, leads generated
  • Content KPIs – Traffic, dwell time, links earned per piece

Track both macro and micro goals to better attribute content’s impact.

Establishing this base will help you allocate resources effectively and measure content performance.

Step 2: Research Your Audience(s) Thoroughly

With SaaS, you often have multiple personas engaging with your content.

For example:

  • Decision makers (approving purchases)
  • Users (actually interacting with your product)
  • Influencers (providing recommendations)

You need to create differentiated content tailored to each groups’ interests and questions.

Some tips to research your personas:

  • Interviews: Connect with people in various customer roles to understand their behind-the-scenes workflow.
  • Community monitoring: Actively participate in relevant online forums and groups on Reddit, LinkedIn etc.
  • Expert relationships: Build rapport with niche thought leaders and extract industry insights.
  • Cross-team collaboration: Involve customer-facing teams like Sales, Support etc. to inform content.

For example, cloud-based project management tool ClickUp creates content specifically for various teams:

PersonaContent FocusExample
DevelopersTechnical tutorialsClickUp Android SDK Setup
MarketersDigital marketing tips6 Ways to Improve Marketing Productivity
EntrepreneursBusiness growth tacticsSMB Lead Generation

Get a firm grasp of your personas before moving to the next step – establishing expertise.

Step 3: Establish Yourself as an Industry Expert

saas content strategy

To build authority and trust, your content cannot feel generic. You need to demonstrate insider knowledge of your niche.

Some tips:

  • Master industry concepts: Continuously educate yourself on market landscape, challenges, emerging trends etc.
  • Intimately understand the product: Explore every feature and use case. Join customer calls to learn real-world usage.
  • Stay updated: Set news alerts, subscribe to niche publications, monitor online discussions.
  • Highlight internal experts: Involve product managers, engineers etc. to lend credibility.

For example, Kinsta, a managed WordPress hosting platform, publishes in-depth educational content around WordPress:

saas content strategy

Their prescriptive, well-researched articles establish expertise beyond just their niche tool, attracting 672,000 organic visitors a month.

After cementing yourself as an authority, move away from myopic “product-first” content.

Step 4: Take an Educational, Empowering Approach

A common mistake is creating content solely focused on why your product is the best solution. This “product-first” approach has flaws:

  • Positions you as self-promotional instead of helpful
  • Limits audience size to users with that immediate problem
  • Fails to showcase breadth of value you provide

Instead, adopt an educational approach the guides your audience beyond surface-level issues.

Some tips:

  • Present multiple approaches to tackling a problem, including alternatives to just your tool
  • Share more holistic insights to spur professional advancement for readers
  • Spotlight wider applications to attract those not yet aware they need your solution

Their content covers broad topics like magazine design, content strategy, business growth tips etc. This establishes them as a trusted advisor, not just a tool.

Step 5: Build Thought Leadership Through Content

Thought leadership content establishes your visionary status by introducing trailblazing ideas and concepts. This content drives brand awareness beyond just potential customers.

Some tips:

  • Find a niche: Carve out a specific area of expertise to pioneer transformational thinking e.g. data privacy regulations.
  • Align with brand beliefs: Ensure thought leadership content matches your organization’s principles and values.
  • Identify internal subject matter experts: Involve executives, researchers, product leaders etc. to provide insights.
  • Experiment with formats: Podcasts, keynotes, co-authored articles allow you to reach new audiences.

For example, social media management platform Buffer set itself apart as advocates of workplace diversity and work-life balance through their podcast.

Step 6: Dive Deep Into Topics to Build Authority

While thought leadership content establishes visionary status, you still need tactical, problem-solving content.

The key is to drill down deep into specific topics instead of creating generalized, superficial content across a breadth of subjects. This “topical authority” approach has benefits:

  • Allows you to comprehensively cover all questions and subtopics within an area
  • Causes each piece to rank for a wider set of related keywords
  • Positions you as an expert source on that issue

Some tips for building topical authority:

  • Use topic research tools like SEMrush to analyze questions and conversations around keywords
  • Create cluster content addressing every aspect around core subjects
  • Interlink related content to reinforce your status as a specialized source

Step 7: Map Out a Content Funnelsaas content strategy

B2B SaaS sales cycles have multiple touchpoints. Buyers educate themselves across weeks or months before becoming customers.

You need to nurture leads through every phase of their journey with tailored content types.

A simplified SaaS buyer’s journey looks like:

Awareness → Interest → Consideration → Conversion

Some examples of SaaS content mapped to each funnel stage:

StageGoalContent TypeExample
AwarenessGet on potential customers’ radar about problem they may not realize they haveBlog posts, guidesTypeform’s “You’re probably conducting the wrong type of survey”
InterestProvide value to demonstrate your expertise in their emerging area of interestWebinars, visual contentCanva’s Instagram content education
ConsiderationShowcase product value through peer experiences for those comparing optionsCase studies, whitepapersZendesk’s “The ROI of great customer service”
ConversionArm buyers with information needed to finalize purchase decisionsProduct docs, demosSalesforce’s product details pages

This structured approach nurtures leads down the path while demonstrating relevance throughout.

Time to discuss workflows for effortlessly moving leads through their journey.

Step 8: Design Lead Nurturing Workflows

Once you’ve mapped content types to funnel stages, string them together into pathways that convert visitors into happy customers.

Some lead nurturing tips:

Analyze Performance Data

Which content pieces receive the most:

  • Traffic and backlinks? Expand on those topic areas.
  • Email signups and downloads? Produce more lead magnets.
  • Smooth funnel exits? Fix or improve the user journey.

Research Competitors

Study content and funnels working well for other brands. Emulate or improve on their approaches.

Develop Email Nurture Flows

Send a series of emails guiding prospects down the funnel through:

  • Personalization with dynamic content
  • Educational, valuable info
  • Offers and exclusive resources
  • Event and webinar reminders

Keep leads active with value rather than aggressive sales pitches.

Step 9: Obsess Over Content Quality

With so many components involved in effective content marketing, quality is often an afterthought. But it should be central for SaaS brands aiming to demonstrate expertise.

Characteristics of high quality content:

Useful and Practical

  • Directly answers prospects’ burning questions
  • Solutions address real-world use cases

Relevant and Purposeful

  • Provides value related to the user’s intent
  • Brings novelty information to the topic

Authentic Expertise

  • Shares experiences and lessons from direct expertise
  • Data, research validates advice

Comprehensive Treatment

  • Thoroughly investigates all aspects of topic
  • No unaddressed questions remain

Strong UX and Scannability

  • Focused, descriptive headings and subheads
  • Short, easy to consume paragraphs
  • Charts, imagery etc. enhance understanding

Tools like Contentshake, Grammarly, Hemingway help streamline creation of polished content.

Step 10: Promote and Distribute Your Content

saas content strategy

You’ve created high quality content tailored to each funnel stage. But it won’t drive impact sitting silently on your website. You need to actively distribute it across channels where your audiences are present.

Owned Channels

Post content on properties you control like:

  • Blogs
  • YouTube Channels
  • Podcasts
  • Email lists

Email marketing is especially effective for SaaS brands. 50% of successful SaaS companies use email to distribute content. Personalize email to guide prospects down conversion funnel.

Earned Channels and Sharing

Build relationships with external platforms like:

  • Industry media sites
  • Relevant online communities and forums
  • Influential social media accounts

Contribute guest articles to niche blogs read by your personas. Participate in Reddit AMAs.

Paid Channels

Sponsor content distribution via:

  • Paid ads on social media
  • Influencer partnerships
  • Retargeting to website visitors

72% of successful SaaS brands use organic social posting to share content while 49% also leverage paid social media ads.

A strategic distribution plan ensures content drives real impact by consistently putting it in front of the right audiences.

Conclusion

Implementing a successful SaaS content marketing strategy requires aligning efforts to the customer journey. You need to:

  • Build an authoritative brand voice through high-quality, educational content
  • Map content types to each funnel stage to nurture leads
  • Promote content through channels where buyer personas are active

This comprehensive approach develops trust and qualification before prospects ever speak to a sales rep. It generates more inbound leads, shortens sales cycles and improves conversion rates.

SaaS customer journeys often span months with buying committees weighing several options. Content builds familiarity with your brand across each phase, ultimately driving organic growth.

To recap, the 10 steps to effective SaaS content marketing are:

  1. Build content strategy foundation
  2. Research target buyer personas
  3. Establish industry expertise
  4. Take an educational, empowering approach
  5. Build thought leadership
  6. Dive deep into topics
  7. Map out content funnel
  8. Design lead nurturing workflows
  9. Obsess over content quality
  10. Promote on owned, earned and paid channels

Implementing these strategic, coordinated steps will ensure your SaaS content marketing fuels dramatic business growth over both the short and long-term.

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