Content is a powerful marketing tool for all industries—that should be a no-brainer for marketers by now. But content is especially crucial for SaaS marketing. This is because it enables SaaS companies to connect with their customers and prospects on an individual level, nurturing stronger and more profitable relationships.
Of course, the benefits of content marketing are numerous and can differ depending on a SaaS organization’s unique marketing goals. But the basic advantages remain pretty consistent:
At its core, SaaS content marketing revolves around creating a repository of helpful and relevant content. Each piece of content you create needs to address your target audience's most significant pain points. This helps to establish trust and positions your product as the solution to your audience’s woes.
However, it’s impossible to reap all of content marketing’s benefits without putting in some work. To master SaaS content marketing you must:
Like everything in modern marketing, the role of content marketing for SaaS has undergone a significant transformation over the years. Here are the fundamentals as they stand:
All SaaS content should function to attract, engage, and maintain the attention of your target audience. This is achieved by creating valuable and informative media, including:
When done right, successful SaaS content marketing establishes you as the expert in your field, increases your brand awareness, and keeps your solution relevant in a crowded marketplace.
There are four core content marketing methods for SaaS companies. Think of them like the Fantastic Four, ready to save the day in your hour of need. Okay, it’s not that dramatic, but you get what we’re trying to say.
The best content not only helps your business rank well on search engine results pages (SERPs), but it also should help out the reader. Say goodbye to sales-dominated and keyword-stuffed content—it’s time to write for your audience. Without genuinely helpful content, your organization will quickly become irrelevant. But why? We have four words for you: Google’s helpful content update.
In 2022, Google released an update designed to foster the creation of people-first content. Essentially, this means content that is purely self-serving or is intentionally written for search engines, is going to perform poorly.
So, what’s a marketer to do? DemandJump was ahead of the curve and created a new approach to content—Pillar-Based Marketing (PBM). What’s PBM? Let’s break it down:
A PBM strategy involves writing, publishing, and distributing a cohesive network of relevant and insightful content that all relates back to your target audience’s interests and pain points. The idea is that when your customers are searching for potential solutions, they find content you’ve created that answers their most pressing questions. Instead of turning every piece of content into a sales pitch, you should offer valuable information first and only reference your organization’s SaaS solution when applicable. This method helps you cultivate more brand loyalty and will get your business to rank on page one, which ultimately drives more conversions.
How can you write content if you don’t know who you’re writing for? Spoiler Alert: You can’t. Outlining your top buyer personas helps you gain valuable insight into your customer’s behavior, concerns, and motivations. Ultimately, every piece of content you create should have your audience in mind. To develop the most robust personas, marketers need to:
Want people to find and engage with your content? You need foolproof SEO. Here’s what you can do to optimize your content for organic search:
When it comes to content, a rose by any other name would not smell as sweet. In a competitive market, like SaaS, developing a unique brand voice is key to getting noticed. Ultimately, dialing in your brand voice is critical for communicating the value, quality, and reliability of your SaaS solution.
Here are some tips for creating a unique voice that speaks to your target audience:
DemandJump easily navigates the nuances of content planning and helps SaaS marketers:
Try DemandJump completely free and see how we can help you create the content your audience deserves!