SaaS content marketing through blog posts can create a a huge ROI if the proper strategy is in place.
A high ROI content marketing plan involves creating content that inspires prospects and current customers to read, share, and respond to your main call to action.
This means that you need your content to be useful to your readers. Your content needs to improve your readers’ lives and help answer questions they have.
Ultimately, your content needs to get your readers invested in your company.
You also need to keep your end goal of your content in mind: guiding your readers to take action.
What kind of action do you want them to take? That depends on where your readers are in the customer journey, what their pain points are, and how your SaaS can get rid of those pain points.
In order to create the kind of content you want, you are going to need to have an extensive knowledge of how your prospects’ businesses work, and how your SaaS can be used to make your prospects’ lives easier.
Your content marketing action plan can be broken down into 3 different kinds of blog posts. By creating content that fits into each of these categories, you are going to see your content perform better than ever before.
Thought Leadership Content (Show Expertise)
You want to become a trusted resource in the eyes of your readers, and you can do that with thought leadership content.
As a SaaS selling to a certain niche of customers, you likely have extensive knowledge about their businesses. You have worked with enough people in their industry to know what sort of problems and pains they have on a regular basis and possible solutions to those pains.
Your content doesn’t always have to solve the problems you write about, as long as your content seems like a great resource to your audience.
Don’t limit yourself to internal discussion either. Try to reach out to as many influencers in your niche as possible to learn from them, and showcase your expertise in as many areas as possible in order to become a resource to your audience.
You can do this through blog posts, webinars, lead magnets, guides, slideshows and many other forms of content. As long as you are providing value to your market they will keep coming back to you.
You will become a thought leader in your market, rather than just another SaaS company. This reputation will keep your company relevant to your customers at all times.
Becoming a thought leader isn’t about existing in a silo, it’s about communicating with as many people in your industry as possible and sharing ideas. Don’t just shout about how great your company is: put other influencers in the spotlight so your audience can get useful information from them as well.
Product Focused Content (Show Your Solution In Action)
Alongside thought leadership content, you also need to have content focused around your SaaS. There is a right way and a wrong way to do this.
The wrong way involves writing a blog post only about how awesome your software is. This is like trying to get prospects to read a sales page. In the short term you may get a few more conversions, but in the long term this strategy is going to turn a lot of people away from your blog.
The right way involves real world stories and showcasing how your product helped out a customer. For example, a case study on how someone increased conversions 300% by using your SaaS and how your prospects can use it too.
An even better way to do this is by showcasing our SaaS as just one part of the solution. For example, you could show how changing copy, landing pages, etc also contributed to the increased conversions in our previous example.
This gives you an opportunity to show off your product without making it seem like a hard sell.
However, the most powerful product focused blog content you can create is an “under the radar” type of sell.
Here’s how to do it: you write a blog post about a common pain point your customers have. You lay out the solution to the problem that they can do themselves WITHOUT the use of your SaaS. You show that they can get to the solution without buying anything.
Then, in the last quarter of the post or so, you talk about how your SaaS can solve that problem much more easily than they could using the solution you just talked about.
You see this often in blog content related to keyword research SaaS tools. The content will show you exactly how you can find all the keyword data yourself, but the process looks time consuming and intimidating. Then, they show you how you can use their SaaS to do keyword research in a much easier way.
This is the idea behind Product Focused Content: help your prospects solve a problem, and then show them how your SaaS can help them solve it even more easily.
Support Based Content (Help Customers Use Your Solution)
Many SaaS companies drop the ball after their clients sign up for their service because they don’t actively work to make sure their new clients are properly integrating their new software into their businesses.
That’s where support based content comes in: it’s content that helps users more effectively use your software.
By offering your clients things like webinars, a knowledge base, and helpful blog posts, you will turn them into adept users of your software very quickly.
The next time a confused client reaches out to you, look at that as an opportunity to create a short video describing the solution to their problem. Then, the next time a client reaches out to you with that issue, you can simply send them that video and voila, problem solved.
By building up a set of resources to help your clients use your solution more easily, you are investing in your long term client retention rates.
Also,if you prove to your customers that your knowledge base is valuable, some of your customers will start to use those resources instead of contacting your support team.
It’s a double win: better customer service with less time spent by your customer service team.
Here’s another use for support based blog content. Let’s say you have a new feature that you are rolling out for your SaaS users and you want to tell everyone about it. You can turn those update notes into a filled out blog post that shows your users how your SaaS can now do even more for their businesses.
A SaaS business that constantly is churning out support based content will look like a pretty safe SaaS to use for interested prospects. Even if the prospects can’t put the content to use until after they sign up, the fact that your content is there will inspire trust in your potential customers.
B2B SaaS Content Marketing Best Practices
If you are a B2B SaaS business you will want to produce content quite differently than if you were a B2C SaaS business.
Here are some of the best practices we’ve found to create content that resonates with B2B audiences.
The Optimal Length of a Blog Post
We’ve found that long-form content resonates better with B2B audiences than short-form content does. In the world of B2C, long-form content definitely has a time and place, but short, timely pieces usually see fast results with less effort.
For B2B, try and aim for word counts in the 1000-1500 word range. Posting content of this length will make your content look as if a significant amount of work went into it. People want to know that they will really get valuable information out of a blog post, and short posts don’t really convey that message.
Quality is King
Don’t worry about getting a large quantity of blog posts out there. Instead, focus on making high quality blog posts.
If your content lacks substance, you’d almost be better off not posting it. The days of SEO “garbage” blog posts are coming to an end, as Google wants to see that people are actually staying on a page and spending time reading a post.
Post as Frequently as Possible
According to Hubspot, B2B companies generally see a greater ROI from their blog marketing when posting at least 11 times per month, or 2-3 times a week.
It’s not easy to create this amount of content on a regular basis, especially if your team is small. Because of this, a lot of SaaS companies have started outsourcing some or all of their content marketing so that they don’t have to worry about producing this much high quality content on a regular basis.
Having an editorial calendar with your content planned out weeks in advance is the best way to make sure you are consistently building your content base. If you don’t plan ahead in this way, you will quickly see your blog falling by the wayside as you handle the day to day tasks of your business.
Spread your content far and wide
Now that you know what kind of content you need created, the next step is to break down how to get your content to interested readers.
Luckily for you, we have a 4 step content plan for spreading your blog posts so people actually read them.
You can download it here: