Connecting with your customers. The right way.

How To Plan a Strong SaaS Content Strategy

5 Key Features of a Solid SaaS Content Marketing Strategy

Content provides value.

Content is essential in your marketing strategy, primarily because it can fulfill multiple purposes. From search engine optimization to market positioning, SaaS companies have much to gain from bringing forward relevant content.

However, content needs to provide value to your audience for a SaaS product to enjoy the many benefits brought forward by these techniques. Whether you are sharing educational content or performing regular guest blogging, the knowledge you share needs to fit your industry and business goals. Content will only drive your business forward if your strategy follows specific business goals.

The content you share needs to be explicitly created depending on your goal. If your goal is to reach more significant organic traffic, you need to share quality content regularly, optimized using keywords. To build a robust sales funnel, you must consider customer pain points and work around them, always providing solutions. And that can only be possible if you focus on creating buyer personas.

Speak to your target audience.

All SaaS B2B companies have target customers, and the content shared is based on their interests. You need to talk to your audience and customers in a language they can understand and relate to. However, you need also to present the ideals your business stands for. The proper way of combining the two is to think about customer pain points and submit your product as the solution.

Additionally, integrate target keywords in your content marketing efforts. This will help you achieve your organic search objectives, follow the customer journey, and ultimately identify more SaaS customers.

As you struggle to identify your target audience, you might identify different customer personas. You can structure your content by looking at marketing channels, content forms, campaigns, and so on. However, be prepared to offer multiple content types, not just the general type that will constantly run on your website and everywhere else. Your overall content marketing strategy needs to address all those segments.

Make sure you include SaaS email marketing in your content planning. A savvy newsletter sign-up incorporated in your B2B website design to share knowledge to your readers, offers, and promotions, SaaS email marketing is gold in content creation. Together with SaaS customer service, emails are a direct link to your existing and potential users.

Having an action plan matters.

An effective content strategy for SaaS requires an action plan. Correlating this idea with those previously mentioned leads us to the following idea: achieving your business goals means having a well-established plan when you publish content.

When creating content, you will need to look at several aspects:

Content types

High-interest topics

Content distribution channels

As a SaaS marketing manager, you will need to look at your content history and analyze performance. Understand what your audience wants to read and in what format, and make an informed, data-based decision.

Content positions your brand.

It’s true. Content, as well as solid SaaS customer service has the power to position your business in your target market. When publishing on your company blog, you need to be aware of this and focus on sending the right message to your potential and existing customers.

It is essential to work hard to build the right online presence. Otherwise, your campaigns might not have the desired results. To position your business right, ask yourself the following questions:

What are the goals and expectations of my customer base?

How does my competition market their products and services?

What is my unique brand proposition?

What needs is my brand answering?

Why should customers choose my service?

Use the answers to create your brand’s story and share it.

Content is governed by keywords.

Whether we like it or not, SaaS businesses need to begin creating content by looking at search intent. Keywords are essential in building a strong content marketing strategy because they help you stay focused on your customers. Use Google Analytics to understand what your readers want to read. Plan your content strategy based on the strength of your keywords.

It does sound like a technical way to approach content, but you need to remember that this is a tool meant to help you achieve clear business goals. First, you establish a strong market presence, and only after, can you publish for the sake of creative writing. Content needs to be governed by keywords.

SaaS Content & SMART Goals

Knowing precisely what the long-term goals are will enable you to structure a plan from which your company could have only to gain.

To ensure that your strategy is playing for the big gain, consider the SMART goals when starting to work on content. The SMART goals are focused on answering specific questions:

What am I trying to achieve here?

When do I want it?

How do I want it?

Who is responsible?

Why do I want it?

What are my limitations?

Let’s understand what SMART goals are all about.

In this planning section, you must focus on what objectives must be met. Consider your long-term goals, as well as your short-term ones. It’s not enough to say that you want to grow at a global level. You want to ensure that while you fulfill that goal, you also focus on short-term ones, such as growing on a specific keyword or improving your review status on dedicated platforms. The idea is to combine different goals and turn the strategy into something that is as specific as possible. Attack your goal on all levels.

Measurable Goals

Goals need to be measurable. As you can imagine, it doesn’t automatically give your goals a completely new form simply because you have the SMART image in your head. It doesn’t make them measurable all of a sudden.

Set milestones and deadlines. For instance, if your goal is to increase sales, add a date until this happens. Also, look at metrics. Depending on your business goal, you need to consider the metric in charge of measuring that segment. Look at conversion rate, traffic, customer lifetime value, click-through rate, open rate, and so on.

Attainable Goals

When setting goals for your content marketing strategy, you need to consider how attainable they are. How much can you stretch your abilities and resources to achieve those goals? Do you have the means to do so? Think of the ways you can accomplish them and, above all else, how realistic they are, to begin with.

You cannot achieve a massive improvement in social media in two-weeks time if you have completely disregarded that marketing channel. It cannot be done. It is essential always to consider your capabilities when setting goals for any campaign, not just a content one.

Relevant Goals

Relevancy is key to successful campaigns in all industries. However, how can you tell if the content is relevant? Well, you look at buyer personas. That’s your instrument to measure relevancy. And using buyer personas, you will be able to choose the right channel as well as the appropriate form. Also, this test allows you to see if the goal you have set for yourself is, in fact, one that will be accomplished. You could very well find out, as a result of analyzing the buyer persona profiles you have made, that the goals you are thinking of are not the same as your customers’ expectations. Therefore, they cannot be met

Time

This is where you measure time. Have you set a deadline? If you have, where are you situated considering that deadline? Are there real chances to accomplish your goals? This point will be used later in the process because it allows you to measure your progress and efficiency.