Take a moment and picture a stranger on the side of the road.
They wave and motion for you to come over, which you do as you squint your eyes trying to figure out how you know them. But don’t worry, this isn’t an acquaintance whose name you’ve long forgotten — you’ve never met this person before in your life.
You stop a few steps away from them and they smile and inch a little closer. As you are deciding whether you should turn and run they begin to speak: “Hello, would you like a demo of our product? Or perhaps you’d prefer to give me your information and jump straight to the free trial?”
An awkward silence ensues…
The above scenario may seem bizarre, but if you’re not using content marketing for your SaaS company then it’s likely that you’ve scared away more than a few prospects in this manner. Without the right content, you can’t build the familiarity required to start a relationship with them. You can’t demonstrate the value of your product and you certainly won’t position yourself as a trusted industry expert.
The Benefits of SaaS Content Marketing
There are many strategies you can execute with content marketing – the right solution will depend on your target audience and specific goals.
Some SaaS companies have built their entire customer base through content marketing alone. When it is used correctly you have the potential to see remarkable business growth. A few of the chief advantages that can be gained through content marketing include:
- Relationship Building
- Customer Education and Trust
- Lead Generation
- Lead Nurturing
- Driving Brand Awareness
- Increased Web Traffic
- And the list goes on
So, the question is, what is the best way to extract the value from content marketing for your SaaS business? The following tactics can be implemented to obtain the benefits of content marketing with a relatively low overhead.
Building a Foundation for Your Content Strategy
As you begin to devise a plan for your content marketing approach, it’s important to consider your customer/buyer journey.
What are their most prominent pain points? What information will provide them with legitimate value in their quest to resolve them? Take the time to segment your audience into the different markets you serve and determine the phases that you want to target down the sales funnel. The following types of content can be employed during this process:
- Blog Posts
- White Papers
- Case Studies
- And more…
It’s not necessary to create every type of content out there, but you will want some variety so that you can enhance your reach across different channels.
Before you produce a single piece of content, you need to have a focused strategy behind it. A few questions you’ll want to answer prior to the creation process include:
- What goal/goals do I want to achieve with this content?
- Am I aiming to connect with target customers or industry influencers?
- Which phase of the buying cycle will my target audience be engaged in when they interact with my content?
- What type of value will my audience gain from this content?
- Do my competitors have any similar content?
- How am I going to promote this content once it’s published?
- Which content format is the most likely to resonate with my audience?
Once you have decided on the type of content you’d like to begin with, and the strategy around it, the research truly begins. It’s time to explore title ideas, resources, tools, styles, keywords, promotion and tracking.
And now we get to the fun part – figuring out how to get the biggest return on your content marketing investment. We’ll delve into a few of these strategies in the final section below.
Strategies to Supercharge your Content Marketing Efforts
If you’re going to dedicate your time, energy and money into content marketing, then you might as well strive for the best possible results.
The seriously competitive SaaS sector makes it critical to ramp up your efforts to hold your own with the big players. By implementing one, or all the tactics outlined here, you can expect above-average returns.
Take Advantage of Questions
Use thorough keyword research, social media monitoring tools, forums and other means to drill down into the specific questions that your prospects are asking about your industry or product.
If you execute the right strategies to take advantage of these questions, you can provide immediate value to your audience, position yourself as an authority in the space, and gain increased search traffic by appearing in Google’s coveted Answer Box. The rise of voice search has only enhanced the emphasis on providing answers to questions and offers a valuable opportunity for SaaS marketers.
Build Relationships with Prospects
A new prospect’s introduction to your company can occur through many different mediums such as blog posts or social media. And while their initial introduction to your SaaS company is important, it’s not as significant as their continued relationship with you.
It’s easy to snag people’s attention for a couple of minutes during a single encounter. The real challenge is holding their interest and making sure they come back for more. Creating lead magnets that encourage prospects to share their email addresses is one way to keep the relationship going. Using calls-to-action that promote longer time on site and additional engagement are another way to begin cultivating a relationship. As you continue to deliver content to your prospects, and facilitate positive communication with them, you can retain leads that you would have otherwise lost and eventually convert them into long-term customers.
Focus on Partnerships
This strategy is incredibly powerful but often overlooked – and it can be used with a good deal of the content you decide to produce.
Let’s say that you decide to host a webinar, write an eBook, or even simply publish a blog post. You could create this content on your own, but the success of these projects will be much higher when you collaborate and work with partners to produce it. Using the webinar as an example, it would be rather straightforward to create a presentation on the topic of your choice, do some promotion and host it on your own. However, if you secure a co-host, you immediately boost your potential for massive results.
A few of the benefits include less time spent on creation, access to a broader audience, double the promotion, increased opportunities for link acquisition and leads that are more receptive because of the positive associations they have with your partner. Although these types of partnership can take time to develop they are often well worth it.
The points above represent just a few ways to utilize content marketing to generate the highest return. If you’d like to learn more about the benefits of content marketing and how to juice up your results for your SaaS company get in touch with Big Leap today.
- Content Marketing for SaaS Companies (That Actually Works) - November 21, 2016