You’re a SaaS company, and you’re interested in how content can help you get more sales, earn a higher customer retention rate, and possible improve your overall brand reputation in the process. You’ve heard about content marketing, but you might not know what it takes to build an actual strategy. More importantly, you aren’t sure what other, similar SaaS companies are doing, or what’s expected from you from a baseline content perspective.
This is the guide for you. Throughout this in-depth, nearly-comprehensive article, I’ll explain the basic tenets and advanced strategies that you need to take your content marketing game to a dominant, competitive level. I’ll include examples, weigh the advantages and disadvantages of each tactic I introduce, and generally guide you to create a content strategy that your competitors simply can’t touch. I’ll do this in four main sections:
With that covered, let’s take a look at two major considerations for your content strategy. I’ll dig a little deeper into the benefits and specific tactics to use in each respective section to follow, but to start, it’s important to grasp these principles.
First, there are tons of benefits to a content strategy, but most important (arguably) and the focus of the article are on the competitive advantage. Your close competitors are all itching to poach your users, whether that’s converting new prospects before you do or stealing them away with special offers. If you don’t already have a straight competitor, you will soon. SaaS is a fast-paced, high growth industry, and it’s only getting faster with time:
(Image Source: Tom Tunguz)
Staying ahead of your competition means being more visible, being more trusted, being more valuable, and encouraging greater loyalty. If your content marketing strategy is, on the whole, better than your competitors’, you’ll have no trouble achieving all of these.
The second important consideration is that content marketing is a long-term strategy. As you’ll see when I describe the benefits of each pillar of SaaS content, the benefits of content compound over time, growing exponentially especially during the early months of implementation. By comparison, a paid advertising or traditional marketing campaign will net you a positive, yet consistent return:
(Image Source: Stevenson Financial Marketing)
Accordingly, it takes time to develop, but once you’ve established some early momentum, you’ll see a rising rate return for as long as you continue managing your campaign.
With those considerations out of the way, I’d like to present you with the two main pillars you’ll use to establish your content strategy:
Let’s explore each of these in turn.
There are many types of content you can use as part of an ongoing content marketing campaign, so I won’t go to the trouble of listing them. There also aren’t many rules for where you host this content; an onsite blog is a good spot, but don’t neglect offsite opportunities. Remember, your goal here is to outcompete your fellow service offerers, so it’s all about offering something your competitors can’t or won’t. In this section, I’ll go over the principal benefits of ongoing content marketing, keys to success, angles to direct your strategy, and how to get started.
These are just some of the benefits you’ll receive—many of which are amplified if you’re able to produce and syndicate content better than the competition.
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When you create and distribute great content that people want to read, they’ll naturally happen upon it (by browsing their favorite sites, searching with a relevant query, getting it from a friend, or finding it on social media). Soon, they’ll start noticing your name attached to the work, and your brand visibility will begin to grow.
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Clearly, an ongoing content strategy is a good thing. But you also know that simply having a “good” strategy isn’t enough. Your strategy needs to be better than that of your competition, so what components are going to help you get there?
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The general rules I outlined above apply to everyone, but they don’t give you much direction when it comes to topic selection or angles to choose for your content. Unfortunately, I can’t give you much specific advice here unless I knew exactly what type of service your company offers and who your target audience is.
You have to choose topics that your audience wants to read and present them in a way that makes it easy for them to do so. You’ll want a blend of short-form and long-form content, since each have inherent advantages, and as a general rule the following content types are exceptionally popular when it comes to social shares and link earning potential:
Don’t take this list as the be-all, end-all; instead, use it as inspiration in combination with your audience knowledge and topic selection to come up with all-star post ideas.
If you want to beat your competition, you have to know what they’re doing in the first place, so get researching! Everything starts with strategy, and you won’t be able to form one until you know where you currently stand. Once you’ve gathered the data on your competitors’ ongoing content strategies, you can use this entire section to hunt for weaknesses. What are they doing that they shouldn’t be doing? What aren’t they doing that they should? This information should provide the foundation for your strategy, and once you start following it, readers will naturally be more attracted to your brand’s work over any other competitor.
Of course, content for SaaS companies isn’t and shouldn’t be limited to only traditional content marketing. Generally, content marketing is designed to attract new customers—but how can you use content to make sure they stick around? Customer retention is crucial if you want your SaaS to keep growing, and one of the best ways to up your rates is by providing a free, comprehensive body of content to answer common user questions, troubleshoot problems, and generally keep your users informed of your software’s latest updates.
FAQ and troubleshooting content takes a lot of work, but the benefits are well worth it. Here are just a few of them:
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Just like with ongoing content, there are certain components you’ll need to include if your strategy’s going to be successful. These tenets apply no matter what type of content you’re pursuing—an FAQ page, an encyclopedic-style library, a customer forum, or some other type.
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Like with ongoing content, there are a few angles you should strive for—though this list is less focused on specific formats and mediums, and more focused on the purpose of the content you provide:
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The goal here is to be as specific and comprehensive as possible, but you don’t have to do everything all at once. Don’t put that level of pressure on yourself. Instead, start with the basics; a simple how-to guide or tutorial can work well as an introductory measure. Walk through your software as a new user, and document the process. Think up a handful of common questions a user might have, and address them on a simple FAQ page.
From there, you can expand outward. Start digging into more specific problems a user might run into, and gather data about what your customers might like to see. Your resource library here will be a continuous work in progress, so the sooner you get started, the sooner you can reap the benefits.
In both a traditional content marketing strategy and a help/troubleshooting strategy, it’s important that you prioritize your long-term growth and ROI. That means making improvements, doing more work, and giving your customers more of what they actually want. Your competitors will continue to be aggressive long after you initially adopt your strategy, so keep them at bay with these ongoing tactics:
Content is more than just a marketing tool, and it’s more than just an ingredient in your overall brand strategy. If wielded properly, content is the ultimate weapon you have to edge out the competition. With a better ongoing content strategy, you’ll be more visible, more authoritative, and more helpful than any of your competitor, and as a result, you’ll wind up with a far higher customer acquisition rate. Similarly, if your troubleshooting and “help” content strategy is better than your competitors, your customer retention will prevent your users from ever switching sides.
SaaS is a crowded, competitive field with lots of turnover, lots of risks, and enormous potential rates of return. You may have a great product, but there are likely dozens of competitors with similarly great products. You owe it to yourself to find alternative routes to differentiation and, of course, improvement to set yourself apart from the crowd. Content is the perfect place to start.
Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.