Content Marketing for SaaS – The Definitive Guide 2023

Content Marketing for SaaS – The Definitive Guide 2023

The competition in the software industry is constantly rising. The businesses are looking to reevaluate their approaches to stay in the contest and grow as a new business. With the top in line technology rising in the world of IoT SaaS is one brightly shining star, providing more opportunities for both people and businesses. But, marketing for SaaS is no easy task, and many business are still striving to get it right.

This is where content marketing for SaaS comes in. One of the best ways proven to promote and sell software as a service. This is because we live in a world where the target audience has several devices and infinite platforms to consume information through content. However, developing content that can create value for business and customers both is important. 

Did you know that the top businesses in the world refer to content marketing for SaaS to build brand awareness? 

On the other hand, the income earned through content marketing for SaaS companies across the globe has risen to approximately 65.66 billion USD. Therefore, more than 79 percent of Chief Marketing Officers (CMOs) have termed content marketing as the future of marketing and sales.

On the other hand, the Software as a Service business has advanced from 32 billion USD to more than 170 billion USD. As a result, around 50 percent of SaaS companies enhanced their expenses on retaining customers.

What Is SaaS?

SaaS, generally termed as Software as a Service or cloud-based software, lets individuals utilize applications over the internet developed on Cloud. SaaS bids a wide-ranging software solution on the pay-as-you-go buy technique from different cloud service providers. 

Some of the common examples include calendaring, email, and Microsoft Office 365. Additionally, SaaS is a software delivery process that lets access data from multiple devices using a web browser and an internet connection. In the cloud-based software model, the vendors of software maintain and host various databases, servers, and application codes.

In simple words, you rent an application for your business and let your customers connect to the application on the network using a website browser. The fundamental infrastructure, application software, middleware, and app data is placed in the data centers of the service provider. 

The service provider is responsible for the software and the hardware, and with a cooperative agreement of service, the provider will guarantee the application’s security, data, and availability. 

Besides, SaaS consents your business to set up and run with the application at a nominal upfront cost. The traditional delivery model for on premise software varies from Software as a Service in two crucial ways:

  • SaaS deployments do not entail wide-ranging hardware - Allowing customers to contract out the responsibilities in IT to maintain and troubleshoot the in-house operating systems.
  • SaaS structures are characteristically paid with a PAYG model – You do not need a perpetual license for SaaS structures and software.

What Is SaaS Content Marketing?

Content marketing for SaaS is a long-standing marketing approach companies look to implement to fascinate, transform, and retain the potential audience by consistently developing and distributing unique, value-packed content. As a result, content marketing for SaaS fills the sales funnels of businesses with sales-qualified leads.

However, effective SaaS content marketing entails solicitous planning and watchful execution as your business is selling both service and technology. From marketing research to strategizing content production, content marketing for SaaS is divided into six steps:

Pain Point Analysis

Target Audience Identification

Campaign Goal Setting & Tracking

Keyword Analysis

Content Production & Distribution

Campaign Results Monitoring & Optimization

Why Is Content Marketing Important For Saas?

According to the statistics, SaaS businesses that use content marketing see more than 30 percent growth rates and 15 percent better customer retention ratios. In addition, content marketing for SaaS can produce more than 647 percent Return on Investment (ROI) for SaaS businesses. 

On the other hand, 36 percent of the biggest SaaS businesses across the globe use their content, such as blogs and videos, to share informative and promotional content. 

SaaS content marketing can help companies educate their target audience on the complexities of their products. Furthermore, effective content marketing for SaaS helps build clients’ trust, eventually boosting sales and ROI. Consequently, businesses can enhance customer retention through SaaS content marketing to add value for their existing clientele.

What Is SaaS B2B Content Marketing?

Not many people are aware of balancing a robust strategy that can deliver growth and physical results in business-to-business (B2B) content marketing. However, this stems from slow revenues and flawed value because some companies still ignore content, which is a vital part of their marketing strategy. 

On the other hand, an effective business-to-business content marketing tactic can render itself priceless in the long term by uplifting the awareness of your brand and instituting your business as a leader in the SaaS industry. Additionally, reaffirming your industry standing is imperative as it offers insightful and useful resources to your consumers.

How To Create A Winning Content Marketing Strategy ?

If you want to explore a SaaS content marketing strategy that can help you grow your business and get more revenue, you need to develop a complete plan. Let us look at ten easy-to-follow steps to creating your content marketing strategy:

1. Be Aware Of Your Target Audience

The first step towards developing a content marketing strategy is by understanding the audience your business is looking to target. This is important for your business for the following things: 

Knowing the customer pain points to address them through the newly created content 

Identifying the content types the consumers prefer consuming

Recognizing the type of research customers conduct for their problems

Using all the social media and online platforms the consumers use

In addition, the information you get from the things mentioned above will help you learn and determine the nature of the content your business needs to develop and the platforms you must put that content on. Moreover, it would be best to get the answers to the questions mentioned below in order to write engaging content:

Who is your potential audience?

Why do they make buying decisions from specific brands or businesses?

How do they look for the SaaS products they want to buy?

What influences their decision to buy?

Which firms or brands do they buy from, and how are those businesses different from yours?

What objectives drive the behavior of the potential audience?

Understanding your potential audience’s online and buying behavior will help your business strategize a marketing plan based on consumer behavior and buyer journey. 

As a result, you can write content for all social media and online platforms, such as top platforms to create awareness, middle channels to develop consideration, and bottom platforms to build conversations. In addition, it will also help you boost brand awareness and educate the target audience regarding your business.

2. Create Value By Providing Content That They Need

When you are looking to address content problems for the potential audience, the only solution is not to create more content. In fact, it is writing the content that a user needs. As a result, content marketers must frame a structure that can articulate your brand’s objectives while developing a content strategy.

Additionally, if you already have the content, you must refresh and remix the content before you decide which new topics you need to write on. Moreover, it would be best to:

Reprocess or Repurpose Content

Curate Previously Produced Content

Develop User-Generated Content 

On the other hand, you need to focus on four core elements of designing a content marketing framework:

Goals & Purposes – What is the purpose of creating the content, and what value will it add for the potential audience

Target Audience – Whom are you looking to address? Who are you writing content for, and how can that content benefit the user?

Story Ideas – Is your content unique, specific, and valuable enough to develop a story around it that can attract users?

ROI Measurement – What will be the parameters to measure the Return on Investment (ROI) and continually optimize your efforts?

3. Gauge Your Audience At Every Stage Of The Marketing Funnel

Once you have developed content, you need to outline and strategize to ensure that the content reaches your target audience. You can consider options such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing (SMM), etc. 

In addition, you must consider the digital and social media channels that your potential audience prefers to use. Several options of these include email marketing, social media, advertising platforms, etc. 

For example, SaaS software for the business-to-business sector get decent results from LinkedIn and email marketing. The tools such as LinkedIn help you target people explicitly through their routine of work. As a result, it allows your business to appear when the user is looking for a SaaS solution. 

4. Spread Your Content Through Various Marketing Channels

Once the content is written and developed, it needs to be distributed to the target audience through different marketing channels. These channels help you define your product’s path before reaching the potential audience. 

The marketing channels help promote the business and solutions to ensure they are accessible to the right scale of audience in a short period of time. On the other hand, the marketing channels can be classified into three categories:

Earned Marketing Channels – When other businesses mention your SaaS product on their channels and post reviews for your products, it is known as earned marketing channels. 

Examples: Speaking Opportunities Events | Published Articles

Owned Marketing Channels – Owned marketing channels include your business website, promotion emails, newsletter, social media accounts, and other social media or digital channels your business owns. 

Examples: Slideshare | Facebook | YouTube | Email | Website

Paid Marketing Channels – Paid marketing channels means collaborating with top micro influencers that are followed by your potential audience and looking into paid digital and social media advertisements. 

Examples: Keyword Buys | Sponsorship | Instagram

5. Optimize & Monitor Content Performance

With technology evolving and reaching the common person’s reach, you can easily track and measure performance on any platform. However, it is not recommended to do so. It is too simple to enter into a complex process with various conceivable metrics to monitor content marketing. 

On the other hand, the process can be slow, complex, and time-consuming, particularly if you are simultaneously assessing content performance against several objectives. In contrast, the goal is to outline a measurement structure. You can look on the four steps mentioned below for your content framework:

Categorize Your Goals Related To The Performance Of Your Content 

Evaluate The Success Of Content Performance Through (KPIs)

Comprehend The Metrics That Needs To Be Tracked

Develop Your Tracking & Measurement Structure

Moreover, it would be best to associate success with one significant goal above all others. These could include: 

Increasing Engagement On Social Media Channels

Enhancing Brand Awareness

Growing Leads & Sales

Strengthening Customer Relations & Focusing On Retentions

Boosting Prospects To Upselling & Cross-Selling

The Final Words

It is a fact that even an ideal content marketing strategy cannot enhance leads and sales for a bad product. Similarly, if your business has a top-notch product, then your product cannot reach its top heights without a compelling content marketing for SaaS strategy. 

So, if content marketing for SaaS is not your business’s strength or you lack the in-house resources, it would be best to consider hiring an experienced and skilled content marketing agency to let your products reach far and beyond.

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Content Marketing for SaaS – The Definitive Guide 2023

Content marketing for SaaS is an enduring marketing approach companies use to transform & retain the potential audience with value-packed content.

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