Content marketing is not a new idea. Since Benjamin Franklin first published Poor Richard’s Almanack in 1732, we have seen brands engaging with and promoting their products through the act of storytelling. But content marketing is much more than just telling stories.

Content marketing is, according to Neil Patel, a long term strategy that seeks to provide customers with valuable, relevant content often to build strong relationships with them and your brand.

You can spend a lot of time and money creating content you think will interest your customers and online audience. Too many times companies, even SaaS companies, can be side tracked focusing solely on content creation they forget to create a content promotion strategy. Remember, if you’re not promoting your content to potential and current customers then you’re missing out on a huge opportunity.

As you create and develop your content marketing strategy, make sure you spend time developing a strategy for content promotion.

Different Types of Content


One key factor to content marketing and promotion is to create content that is valuable to your audience and something they are propelled to share. The more you can have people share your content, the better. Not only does this help drive organic traffic to your site and increase brand exposure, but shows potential and current customers that you’re an authority in your field.

A popular approach companies, even for SaaS, are using is what is known as the Skyscraper Technique. This is an authority piece which is rich in ideas, information, and keywords which appeals to people and shares valuable content with people. Another benefit of choosing the Skyscraper Technique is that this content is rich in keywords, giving the piece additional value and the opportunity to rank higher on Google (and other search engines).

Infographics are another excellent type of content to share with your customers. In a day and age where people are overwhelmed with information, infographics are a great way to engage with customers. According to Hubspot, in a 2015 study, researchers found colored visuals (such as infographics) increased people’s willingness to read them by 80%. In addition, 46% of marketers noted how important photography was to their marketing and storytelling strategies.

For SaaS companies, another type of content that can be valuable to people are “free trials” or a limited version of the product they can test and try out. If your company has a strategy for how you want to execute this, you could see some good leads. To have an effective free trial campaign, take some time to design your campaign for conversions.

Ideation, Research, & Creation

Content Ideation, Research, & Creation

As with any marketing campaign, when you begin to strategize your content creation and promotion, there is a process.

  • There are many ways to find ideas for your content creation. One of the ways we’ve gone about this for our clients is to first start out with keyword research. We look for keywords relevant within our specific client’s space and see what people are talking about. Another way to get ideas is to see what your competitors are writing about. For an SaaS company, if your competitors are writing posts about “help desk software” and your not, you may want to start covering that topic as well.

When it comes to keyword research and ideation, here are some tools I’ve found helpful:

  • Once we have a good list of keywords and ideas, we conduct an organic search on Google to see what kind of articles are being written. For example, using the Skyscraper Technique, if we wanted to write a piece about customer feedback, we might Google the term and find that we can take an idea, 7 strategies for better customer feedback, and build on the idea so we might write a piece on 36 important tips for better feedback.

Some other ideas for content research, conduct expert interviews, address customer questions (especially if there ones that get asked a lot) and put them in a blog post, or revamp and update older content.

  • As you create your content, there are a variety of ways you can develop content to share with people. From blog posts, quizzes, infographics, whitepapers, webinars, free trials, guides, checklists, case studies, videos, and so much more. The key is to find ways to engage with people and make your content shareable.

Content Promotion

Content Promotion for SaaS Companies

By now, we all know how important it is to take time to create valuable content, but it’s equally important we go in with content promotion strategy. As you begin developing your strategy, take into consideration what your purpose is of the content promotion. Do you want more leads? Do you want to have engagements? Perhaps boost brand loyalty and exposure? Focus on one or two goals for your content marketing and find ways to ensure your sharing it with your target audience.

The way you can improve your chances of reaching your target audience is to take some time to write down some priorities and tasks you can address to help keep you on track to hitting your purpose for the content.

Once you’ve narrowed down on who your target audience is and your purpose of the piece, write an email that will catch people’s attention. When it comes to email outreach, one technique I’ve found helpful is what Derek Halpern refers to as the Drafting Technique. This is is where you make list of some of your competitors, see where they’ve been mentioned in the media, and reach out to the journalist or news outlet and see if they’d be interested in a guest post from you.

Also, when it comes to promoting your content, there are also a lot of excellent management, promotion, and distribution tools and to look at, such as:


  • Tweetdeck
  • Buffer
  • Traackr
  • Social Mention
  • Sprout Social


  • Twitter
  • Pinterest
  • Facebook
  • Wyng
  • Stumbleupon


  • PR Newswire
  • Brightcove
  • Pixxfly

In the world of content marketing and promotion, if you’re not creating something of value to your customers, and is shareable, you’re missing out. Need help with your own content creation and promotion? Reach out to us and let us help you improve your online presence.

Danielle Schwager