Iva Josifoska - 02/18/2022 - SaaS - 0 Comments - content marketing / SaaS

How to Create a Successful Content Marketing Strategy for SaaS


The internet is essentially made up of content. Consumers constantly search for content to engage with, so investing in content marketing is highly important for businesses. The content should be created around customers’ needs and demands.

Why should you use content marketing in your strategy?

  • Grow awareness of your brand;
  • Recruit advocates;
  • Increased and improved SEO;
  • Lead generation, prospects nurturing, more conversions;
  • Enhance understanding of your business proposition. 


Let’s see why content marketing is different for SaaS businesses.


Why Is Content Marketing For SaaS Different?

The first thing to note is that SaaS businesses don’t only sell products; they sell services too. When a customer buys a software solution from you, he also receives support. Another thing is that the audience usually searches for software solutions on digital platforms, making your SEO game a crucial part of your strategy.

You need to position your brand as a thought leader and create educational blog content since that is how your potential customers find out about you. Keep an eye on the reviews you get because reviews still hold first place in making purchase decisions. 


How To Create a Succesful Content Marketing Strategy?

The success behind content marketing strategy lies in presenting thought-provoking content that captures and engages all that see it. Creating flawless content takes time and effort but is definitely going to pay off in the long run. Ensure to include actionable and educational content that will convince a potential customer to make the purchase. 

steps in creating content strategy

When developing your content marketing strategy, you should keep a few things in mind.


Define Your Target Audience 

This is like the holy grail of marketing. You can not expect sales if you target the wrong audience. In order to define your target audience, ask yourself the following questions:


  1. What are they looking for to achieve by interacting with your business?
  2. Where are they from, and where are they located?
  3. What are their age and gender?
  4. What their primary sources of information are?
  5. What devices are they using to search on the internet?
  6. What is their path to purchase?
  7. What issues are they trying to solve? 

customer persona

Understanding your audience will help you create relevant content that speaks to their truth. Highlighting their pain points by presenting your solution is a go-to strategy to pursue. Always have in mind why they are approaching you and what do they expect from you. It’s possible to have multiple buyer personas at the same time. The strategy would be different for each profile.


Identify Your Strategic Goals

Setting clearly defined strategic goals will help you quickly achieve them. Those strategic goals should present what role content marketing will play in your business. 

It’s crucial to understand the cumulative nature of content marketing. What does this mean? It means that with content marketing in SaaS, investing the same amount each month results in a more significant outcome each month. 

Let’s take a look at some examples of strategic goals:


  • Motivate brand advocacy and customer loyalty;
  • Increase brand recognition among leads who are higher in the funnel;
  • Strengthen your business-customer relationship;
  • Cumulative growth of leads pool.


Determine Your Metrics

Once you have established your strategic goals, it’s time to focus on the metrics. In digital marketing, everything is measurable, and only by tracking metrics can you achieve continuous development. What types of metrics can you track?


  • Monthly website visits: Keep an eye on both organic and paid traffic. Check to see how many leads does a dollar spent gives you.
  • The average lifetime value of each unique visitor. On average, how much will each unique visitor ultimately end up spending on your company?
  • The number of new and returning visitors: New visitors are a sign of an increase in traffic, while the number of returning visitors shows advocacy and loyalty. 
  • Sing-ups per visitor: This measure either sign-up for SaaS or sign-up for a free trial. This metric, combined with the average order value, can reveal whether you are losing opportunities and the quality of your SaaS. 


Map Out Your Funnel

It’s essential to know at what stage of the funnel each lead is located. There are specific types of content that are appropriate for a particular stage of the funnel, but you don’t have to follow them blindly. Test and analyze to see what works for your brand and what doesn’t. Let’s see what types of content does a typical funnel consist of.

marketing funnel

When creating those funnels, you need to have in mind the buyer’s intent. Prepare appropriate and relevant content for each stage of the funnel that will drive the customer through the journey and lead to a conversion. It’s important to build these funnel models conceptually, make calculated assumptions, and measure them to hone their efficacy.

Check your current funnels, optimize them, or build new ones from scratch. 


Competitor Analysis

You already know how important it is to analyze your competition. Looking at what your competitors are doing is a hugely beneficial way for you to understand what kind of content audiences are interacting with on the web. Here are some of the benefits of competitor analysis:


  1. Define the content that works well. Analyze what type of content performs well for your competitors and see how you can do it better.
  2. Spot content gaps. Competitor analysis can shed light on any content gaps present. Use this to your advantage to create content that was never seen before.
  3. Identify innovation. You can come across new channels or platforms they’re using that might perform well for you.
  4. Avoid clash of content. Ensure that the ideas you present are authentic and unique.


Develop Keyword Strategy 

In the center of content marketing are the keywords. Effective keyword research tells you what your audience is searching for. It will make content creation much easier with having keywords in mind. 

Here are some tools that can up your keyword research game:

It goes without saying that the types of keywords you choose will also depend on your content goals.


Content Marketing Tools

Now that we’ve covered the necessary steps when developing a content marketing strategy let’s see how you can make your life easier. Here are some great tools that can help you create effective content.


  1. Buzzsumo. With Buzzsumo, you can discover content that is trending in your industry. You can also see your competitors’ actions that are gaining attention. Do you know what a bonus is? You can set notifications for when websites mention your content campaigns.


  1. Piktochart. A picture paints a thousand words. We couldn’t agree more! The attention span is now shorter than ever, so having images that catch the eye is a must. Use Piktochart to create engaging infographics and visuals using themed templates.


  1. Google Analytics. With the power of GA, you can see which content gets the eyeballs of customers, how much time they spend on-site, and how they engage with the content. 


To Sum It Up

Content is king. This phrase couldn’t be more accurate. A defined content marketing for SaaS considers developing strategic goals, defining metrics, focusing on cumulative growth, and using a mapped-out sales funnel. Your strategy should target diverse audiences with carefully chosen keywords and relevant content. Use the thorough guide shared in this blog post to take your SaaS content marketing efforts to the next level. Are you feeling stuck? Please shoot us a message!

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