All businesses need to understanding how they can be discovered online. However, SaaS companies have a unique value proposition where they need to not only figure out who to target but also how to convince this targeted audience how they could use a software solution to solve their problems. If you have had these thoughts, you probably need to consider creating a SaaS content marketing strategy.
Creating this strategy can make a huge difference when it comes to being recognized within your SaaS niche. Building your brand and your thought leadership will help a lot in convincing wary users to at least sign up for a free trial for your SaaS product. With that in mind, here’s what you need to keep in mind when creating your SaaS content marketing strategy.
Determine who you want to target
Content marketing is all about targeting. Creating the right content for the wrong people will not get you very far, so you need to make sure that your content marketing efforts are not just well-written, but also targeted correctly to your customers. In other words, your content has to be geared toward the type of client who would be interested in your software in the first place.
To do this, you’ll want to make sure that the content you make will actually connect with customers. While you might have several different kinds of buyer personas in mind, focusing on a single buyer persona with your content will help you get your content marketing on the right track so that you can start to gear your software toward their needs and inform and entice that particular audience.
Create multiple types of content
When creating content, you also need to keep in mind that not all people are created equal – even within a single buyer persona. Some people might prefer the ease of access of video, while others might want to engage with longform blog posts, whitepapers, or even a podcast. Make sure that the content you create can be repurposed across various marketing channels so that it can be digested in the format that each of your potential customers may prefer. When it comes to software, early adopters are often looking to see a value proposition and to understanding how the software can solve a problem they are having.
To determine this, you’ll need to do some research into what types of content perform best in your SaaS niche. Look at your competitors and do some competitive research into the content they are putting out. See if it any of it is any good, and if you can repurpose any of it for your own needs and specifications that go along with your software. Also, make sure that any content you create fit within the budget and time constraints you have for marketing. The worst thing to do is overextend yourself on too many marketing channels and lose sight of the quality that you want to create with your content.
Ultimately, creating content is an excellent way to get the word out their about your SaaS business. However, when doing so, you need to make sure that you create quality content that is also targeted toward buyer personas and can be repurposed on multiple marketing channels. Doing so will give you the largest possible reach and help you in best spending your time and budget on your marketing initiatives.