Content marketing for Saas business focuses on creating content that encourages the targeted audience to travel through the sales funnel, increasing sales and retaining previous customers.
At contentmarketing.io, we have helped brands increase their revenue by improving their website traffic and providing the right content to reach their targeted audience.
We can help you market your products by incorporating SEO elements to optimize your content so your website pops up on the search engine results when Saas buyers search for solutions.
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Why Is Content Marketing Important for Saas?
Saas businesses like yours offer services that benefit B2B or B2C businesses. The initial consideration you must have before starting a business is to perform proper research as to how and what segment of the audience you are targeting.
You have developed a world-class service or product that would absolutely benefit your targeted customers. But no one knows that you exist and offer ‘x’ services.
Content marketing brings visibility to your business.
Google’s search engine algorithm is programmed to give its users the right information. The algorithm is updated frequently to give the user the maximum benefit.
So, how do you tell Google to display your website whenever the users search for solutions you have?
The answer is through content.
First, give your audience useful information. If it solves their problem, they will return to you again. They share your information on their personal web space or social media.
On seeing the increase in the number of clicks on your web pages, Google awards you a rank based on that and other ranking features, too.
This gets you backlinks from other websites of your niche as you can pass on the link juice to their website, thereby boosting their ranks.
Besides these, a secured website, less page loading speed, and better UX/UI give you a competitive edge over other websites.
All these factors place your Saas business website on top of SERP results.
And 90% of businesses have embraced content marketing in their marketing efforts.
Identify Your Target Audience
Start with identifying the target audience to fix your marketing goals. You need to know who your audience is and cater to their requirements.
The audience’s demographics must be determined to have a focused marketing campaign.
Finding a target audience can help your business communicate more efficiently and effectively if you know what they are like and their wants or interests.
Startup businesses don’t have the time or financial resources to reach every potential consumer. That’s why you need to narrow your marketing efforts to the potential consumers that align most with your product or service.
Use tools like Google Analytics and Semrush to help you in your customer research journey.
Identify Their Pain Points
To understand your audience’s pain points, you need to tread the same path. Track the steps they would take in the process, from being in the audience to become a customer.
You can track this journey by creating a customer journey map.
A customer journey map lays out the steps of your buyer’s experience in the Saas sales funnel journey.
A customer journey map includes:
- A customer becomes aware of your products and services.
- Lands on your home page.
- They are convinced and interested in using your product in a free trial or demo.
- Converts to a free user or a paid user.
- Becomes a long-term user.
- Adapts to new features and tries other supporting products.
- Renews subscription.
Choose the Right Keywords
When a user searches a query or a keyword, and if that keyword is present in your blog, Google tries to bring that and display it at the top of the SERP.
Keywords connect your website’s content to what users search for on a search engine like Google. Google ranks pages that are properly optimized for keywords and high-quality content.
Use keyword research tools, such as ahrefs, Uber Suggest, Semrush, and Moz Keyword Explorer, to find the keyword that, when used, would rank better.
The power of keyword research lies in understanding your target audience and their search intent. The search intent can be educational, navigational, or transactional.
You must pitch for the B2B or B2C industry differently based on your services or products and choose keywords accordingly.
Define Your Goals and Set Metrics
Define your goals before you start your content marketing campaign. Setting goals can help you align with your business, marketing, and sales goals to monitor your performance.
The KPIs for content marketing that you must keep track of are the number of unique visitors, session duration, and bounce rate.
For Saas content marketing, besides these KPIs, there are other KPIs to track, such as the cost of acquiring customers, the cost of conversions, and the cost incurred in marketing and advertising.
Decide the Platform for Distribution
Content marketing for Saas businesses finds a large proportion of the audience in B2B business. Find out the right place to run your campaigns and publish your content.
You can reserve a few gated contents to be offered as downloadable content to obtain leads for email marketing. Some of the content can be hosted on third-party websites as guest blogs.
Make use of social media channels to collaborate with like-minded businesses.
Tips for Ranking
Content marketing for Saas can help the business to be visible to the targeted audience. SEO optimization is required to rank in top SERP pages.
A new business first needs visibility for the customers to land on your home page when they search for your products or services.
When you optimize your website with SEO elements, the web pages start to rank and appear on top of SERP. Typically, any user would like to click on the top three results on page 1.
Follow these steps to make sure your Saas content ranks on search engines.
Align Your Content with Search Intent
Creating blogs for the sake of having a few on your webpage is no use. You need to provide value to your users.
Create blogs that are relevant and useful to your audience.
Find what they would like to read about through tools such as Google Trends and Answer the Public.
Gather those ideas to create blogs.
Write Compelling Title Tags and Meta Descriptions
Compelling titles and summarized meta descriptions are the representatives of your website. They tell your audience what to expect from your website.
Your SEO title must be between 30 and 60 characters, and the meta description must be between 70 and 130 characters.
Write unique titles that trigger the audience to click on your website to read your content.
Use power words like ‘best,’ ‘ultimate,’ or ‘useful’ to pull your audience’s attention.
The meta description must summarize the blog content that arouses the readers’ curiosity.
Optimize Your Images
Including visual elements on the webpage retains the audience on your website. The human mind’s attention span is decreasing, including images, infographics, and videos to decrease the bounce rate.
Content marketing for Saas companies must include product architecture, the working of the product, process flow, and other elements with regard to the product.
Optimize your images with proper titles, alt text, and file extensions and dimensions.
Make URLs SEO-friendly
Google search engines like shorter URLs that are user-friendly. Optimize the URL by including the keyword in it.
You can use underscores instead of hyphens.
Avoid putting dates in the URL, as you need to keep updating each year.
Create Useful Content
Your website must have blogs that cover all the topics around your product.
For instance, if you are offering a project management software, including topics like why it is needed, benefits, tools and plugins that are required to install it, and other topics.
Optimize it with on-page SEO and off-page SEO elements. Also, identify the possible queries your audience might ask using tools such as GSC and Ahrefs.
Then, create topics around those ranking keywords as cluster topics around a pillar topic.
What is content marketing for saas business?
Content marketing for saas business is a recurring strategy for your business to attract the right customers through helpful and relevant content.
How to create content marketing for saas?
First, identify your target audience, understand their pain points, and relate how your products or services can solve them. Establish strategies, metrics, and plans to create content.
Content Marketing for Saas is a long-term marketing strategy to attract, convert, and retain the target audience. It creates brand awareness and puts your brand in front of potential customers.
It requires content writers who know the product so it can be written with a personal touch.
It adds value to the blog as the writer knows the working of the product and can offer help on issues to fix in case of an error or bug.