Think for a moment: can you imagine a contemporary fashion, travel, entertainment or food brand running its business without engaging social media profiles, for example? In the modern world, that seems as impossible as squaring the circle, because content marketing is the big cheese of any successful business.
Content Marketing Strategy: Why Plan
Content marketing, as it stands, showcases the proven practice of building strong relationships with your target group by creating value for customers with engaging content, thereby driving more traffic and conversions. So, to meet consumer expectations and boost your brand, your business needs a perfectly designed, pre-planned and expertly calibrated content marketing strategy.
SaaS: Make It Fine and Dandy
SaaS content marketing goes beyond the trivial means of letting customers know more about the service you offer. It doesn’t matter if your business is a well-established brand or just a beginner, because the competition for your target group affinity is going to be immense.
Digital innovations offer an impressive number of options for all kinds of SaaS Buyers. Your potential customers never run out of messages, direct mail, and other information vehicles competing for their attention. Will you be able to reach your target audience and attract enough customers to boost sales of your brand?
As you pave the way for your SaaS for prospects, remember that to improve your b2b content marketing strategy, you should use the best practices tested and verified by modern experts around the world. The most valuable tips to strengthen your content marketing strategy for SaaS are set out below.
1. Set strategic goals
Setting strategic goals plays a crucial role in optimizing your content to achieve your marketing strategy goals. Any objective defined as strategic does not mean certain parameters or precise figures. It clearly reveals and describes the functions your SaaS content marketing will have in your business structure and sales processes. To give you an idea, let’s review some examples of strategic objectives of a content marketing strategy:
- To build a strong, two-way relationship with your target audience;
- Increase your appreciation of the SaaS brand among prospects;
- Embolden brand support and customer loyalty.
Also, it goes without saying that to set relevant marketing goals, you need to make data-driven business decisions. The next piece of advice of great importance therefore concerns the marketing measures that you are going to follow.
2. Define marketing metrics
Metrics are a powerful tool for strategic decision making, so it’s time to consider the minimum number of metrics required by content marketing for SaaS:
- Visits per dollar spent. This metric has a lot to say about how every dollar invested increases the number of leads you have access to;
- New customers vs returning visitors. The high relative value of new customers normally coincides with the influx of traffic, while the high percentage of recurring visitors shows loyalty and support for your brand;
- Average Visitor Lifetime Value. This metric reveals how much each visitor spends on average on your brand. It offers illustrative insights into your customers’ longevity, keyword choices, and sales funnel, which contributes to your brand identity.
3. Create a SaaS sales funnel
By going from prospects to customers, your customers go through your SaaS sales funnel faced with various difficulties and pitfalls. The best way to understand the pains and needs of your audience is to follow your customer journey yourself to discover every step your customers take:
- Learn about your product, service and/or brand;
- Visit your site;
- Generate interest in your brand (free trial/demo/plan request);
- Ascending to a deep routing client (free/paid);
- Expanding the use of your Service’s features;
- Subscription or License Renewal.
You can also get funnel ideas by reverse engineer your competitors’ sales funnels. To do this, all you need to do is identify your competitors who cater to a similar audience, then examine their ads and landing pages.
In SaaS marketing, the focal point of any customer’s journey is the first contact with your service or brand. It is here that your main task is to prevent your prospects from going to your competitors.
4. Check out the competitors
Now do a thorough analysis of competitor brands’ backlinks to find out where they are mentioned. Explore those of your competitors SaaS Blogsresources and content for the keywords, topics, topics and platforms they target, then apply those results in your analysis to find out what your competitor content marketing strategy looks like. This is how you can see the gaps to overcome in your own marketing strategy.
5. Unravel your audience
Of course, it will be a cold day in hell before you can directly install your brand on all possible platforms. Nevertheless, you should find out which ones are of interest to your target audience.
Also, it is very useful to know what questions your prospects are asking in the forums and what burning issues and technical difficulties your potential customers are facing. Creating checklists can also be useful for categorizing the basic characteristics of your target audience according to criteria such as:
- age and gender;
- Occupational field, title and income level;
- Brands, websites and social media followed.
6. Boost your keyword strategy
After defining relevant keywords at each stage of your customer’s journey, you can properly adjust your content to meet customer demands. To improve your keyword strategy, you will need to learn more about SaaS SEO strategies like the ones described in this Pearl Lemon SEO Guide. To effectively promote your content, it is recommended to perform keyword to research and employ various powerful SEO and link building services.
For example, if you are in the field service industry and are targeting DIY business owners, you can create content targeting the keyword “handyman salary”. As we can see in this handyman salary guide, this keyword appears multiple times in the guide, including the title, H1s, etc.
7. Get them hyped
Remember that you can’t direct all of your marketing activity towards introducing your service and then scaling it down in later stages. Grab people’s attention from the first moment and keep them excited throughout the article, building hype around your brand. By using your marketing tools effectively, you can turn a neutral consumer into a trending lead, improving your lead conversions over time.
Be sure to demonstrate your full content marketing expertise when you build your professional CV for a job application. The content of your CV should be easily readable and perfectly presented, to further show your skills in creating good content!
8. Leverage user-generated content
You might think that user-generated content is only for B2C retailers. But it’s also an effective strategy for SaaS marketers. He adds social proof to your strategy.
One of the best UGC tactics for a SaaS business is customer testimonials and reviews. Most people look at other people’s experiences with a brand before making a purchasing decision. When you feature the stories of your real happy customers, you build trust and credibility for your brand.
Collecting testimonials is easy and you can largely automate the process with a good testimonial tool. Check out for example this automatic and authentic testimonial generator.
Ultimately, by following these simple tips, you’ll be able to optimize your SaaS content marketing, making it a great way to promote your brand in today’s fiercely competitive digital world. By building the optimal strategy and relevant content, your business will succeed in moving to a new level and increasing sales in two steps.