Content marketing is an increasingly important part of marketing for many different types of businesses in many different industries. However, for SaaS companies, they have the dual headache of not only trying to help people solve their problems with valuable and informative content, but also to convince potential users of their SaaS solution that software is the answer to solving this dilemma. This is why SaaS companies need to make targeted and strategic investments in content marketing in order to get the best results. However, before doing so, SaaS companies should ask themselves several questions, which include the following:
1. What is the goal of a particular piece of content?
When creating a SaaS content marketing strategy, all content needs to be created with a purpose. Not only that, but it also needs to be created with a particular audience in mind. When determining this, you need to ask yourself what your goal is with that piece of content. For example, if you are creating a downloadable whitepaper or eBook, you need to create a content distribution strategy around it and determine whether you want to give away the download as an email lead magnet or you want to give it away in exchange for a demo or trial.
Determining this can help you craft the content around that particular goal, and ultimately make sure that that content works for the purpose you had intended it for. Making this purpose clear from the get-go will help your content team come up with particular topics that make sense with the buyer personas they want to target.
2. Are you repurposing your content to multiple marketing channels?
One of the easiest ways to create content at scale is to recycle content. For example, if you create a blog post, it is likely topically relevant to be turned into a video or podcast as well, even if the scope of the content is not exactly the same. Even so, videos and podcasts likely reach different audiences than blog posts do, and also have different content discovery platforms attached to them. By repurposing your content, you can get more out of your budget and not have to completely go back to the drawing board and create original content for each medium and content marketing channel.
3. Are you explaining difficult concepts well?
Depending your SaaS niche, you may find that you have to break down difficult concepts to your potential users. This requires very in-depth content, and for you to hire quality writers and content creators who really understand your industry. While you can follow keyword research to see which topics people are researching on Google around your SaaS niche, you also need to speak to potential clients about what questions or concerns they actually have about your SaaS offering. Then, using these real-world uses cases, you can go ahead and create content that both satisfies SEO queries and also has user intention in mind as well.
In investing in quality content, a SaaS companies can easily blow past the competition on multiple marketing channels. However, before making that investment, SaaS companies should ask themselves the above questions to make sure that they are getting the most value out of their investment.