Like most SaaS companies, you're probably not seeing the results you'd like from your content marketing efforts. It's not for lack of trying; you've probably put a lot of effort into creating blog posts, ebooks, case studies, and more. But despite your best efforts, something is still missing. This blog post will show you how to spice up your SaaS content marketing strategy to help you see better results.
What is SaaS content marketing?
SaaS content marketing is a type of content marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Content marketing mistakes every SaaS startup makes
You may be tempted to put all of your eggs in the content marketing basket as a startup. After all, it’s a great way to build authority and generate leads. But if you’re not careful, you could make some common mistakes that will sabotage your efforts. Here are these mistakes:
Focusing too much on features, not enough on benefits
One of the biggest mistakes that SaaS startups make is focusing too much on their product’s features rather than its benefits. Yes, your product likely has a lot of great features. But what does that mean for your target customer? How will it make their life easier or solve their problem? That’s what you need to communicate in your content.
If you find yourself getting too caught up in features, take a step back and think about what problem your product is solving for your customer. Once you have that clarity, it will be much easier to craft content that resonates with them.
Not creating valuable content
Another common mistake is creating content for its sake, without any real strategy or purpose. As a result, this content doesn’t do anything to help you achieve your business goals.
It’s important to take a step back and think about what kind of content will be valuable to your target audience. What will help them solve their problem? What will educate them about your product? When you clearly understand what your audience needs, you can create content that serves a purpose.
Not promoting content enough
Just because you’ve created great content doesn’t mean it will magically get in front of your target audience. You need to actively promote your content if you want it to be seen by the right people.
There are a number of ways to promote your content, such as through social media, email marketing, or even paid advertising. The key is to experiment and see what works best for your business.
Targeting the wrong audience
One of the most common mistakes is targeting the wrong audience with your content. This can happen if you’re not clear on who your target customer is or if you try to appeal to too broad of an audience.
It’s essential to take the time to define your target customer and create buyer personas. Once you have a clear understanding of who you’re trying to reach, you can create relevant and engaging content for them.
Focusing too much on sales, not enough on building relationships
Another mistake that SaaS startups make is focusing too much on selling rather than building relationships. Yes, you want to generate leads and make sales. But in order to do that, you need first to build trust and credibility with your audience.
Relying too heavily on automation
Finally, many startups make the mistake of relying too heavily on automation when it comes to their content marketing. While automation can be a great way to save time and increase efficiency, it’s important to use it in moderation.
So how not make these mistakes and spice up your SaaS content marketing strategy?
We have listed 8 of the best ways for spicing up your SaaS content marketing strategy:
Evaluate your current strategy
The first step is to take a step back and evaluate what you're doing right now. What's working well? What could be improved? Are you seeing any results at all? Once you have a good understanding of your current situation, you can start making changes.
One common problem is that companies are relying too heavily on one type of content. For example, they might produce a lot of blog posts but never promote them or distribute them to a wider audience. Or, they might create an ebook but never follow up with the people who download it.
If you find that you're only producing one type of content, it's time to branch out and try something new. In addition to blog posts and ebooks, there are a lot of other content types that you can use to reach your target audience. These include infographics, webinars, podcasts, videos, and more.
Another issue is that companies don't have a solid plan for their content marketing. They might produce a lot of content, but it's all over the place, and there's no clear strategy behind it. As a result, they do not see the results they want.
If you don't have a solid plan for your content marketing, now is the time to create one. Start by figuring out what your goals are. What do you want to achieve with your content marketing? Once you have a clear goal in mind, you can start creating content designed to help you reach that goal.
Identify what's working and what's not
Once you've taken a step back and evaluated your current situation, it's time to start making changes. First, identify what's working and what's not. If you do not see any results from your content marketing, there are some areas that need improvement.
One way to do this is to look at your analytics. What kind of traffic are you getting to your website? Where is it coming from? What content is performing well and what isn't? Once you understand your analytics, you can start making changes to improve your results.
Another way to identify what's working and what's not is to ask your customers. Send out a survey or talk to them directly to find out what they like and don't like about your content. This feedback can be precious in helping you make changes to improve your content marketing strategy.
Experiment with new content types and formats
Once you've identified what's working and what's not, it's time to start experimenting with new content types and formats. If you're only producing blog posts, try creating an infographic or a podcast. If you're only producing ebooks, try creating a video series or a webinar. The key is to find new ways to reach your target audience and deliver your message.
Don't be afraid to experiment. Try new things and see what works best for you. The only way to find out what works is to try it and see the results.
Find guest bloggers and collaborate with other brands
One of the best ways is by finding guest bloggers and collaborating with other brands. This can help you reach a whole new audience and get your content in front of people who might not have seen it otherwise.
To find guest bloggers, reach out to companies in your industry and see if they're interested in writing a guest blog post for your website. You can also search for bloggers who write about topics related to your business and see if they're interested in collaborating.
To collaborate with other brands, look for opportunities to co-create content. For example, you could create an infographic together or produce a joint webinar. This is a great way to get your content in front of a whole new audience and build relationships with other brands in your industry.
Get creative with your distribution tactics
Once you've created some great content, it's time to start thinking about how you're going to distribute it. There are a lot of different ways to promote your content, so get creative and experiment to see what works best for you.
One way to promote your content is to reach out to influencers in your industry and ask them to share it with their followers. This can help you reach a whole new audience and get your content in front of people who might be interested in it.
Another way to promote your content is to submit it to directories and aggregators. This can help you get more exposure for your content and make it easier for people to find.
Finally, don't forget to promote your content on your own website and social media channels. This is a great way to drive traffic back to your site and increase the visibility of your content.
Measure the success of your efforts and course-correct as needed
Another step is to measure the success of your efforts and course-correct as needed. This will help you fine-tune your strategy and make sure you're on track to achieve your goals.
Start by setting some goals for your content marketing strategy. What do you want to achieve? How many new leads do you want to generate? How much traffic do you want to drive to your website? Once you have some goals in mind, you can start measuring your progress.
There are a number of different metrics you can track, but some of the most important ones are website traffic, engagement (shares, comments, and likes), and leads generated. Track these metrics over time and see how your content marketing strategy is performing.
If you do not see the results you want, don't be afraid to course-correct. Try different tactics, experiment with new ideas, and adjust your strategy as needed. The only way to find out what works is to try it and see the results.
Leverage user-generated content
Then, don't forget to leverage user-generated content. This is a great way to get fresh, relevant content for your website and social media channels.
User-generated content can be from product reviews and testimonials to blog posts and articles. Look for opportunities to showcase user-generated content on your site and social media channels. This is a great way to build trust and credibility with your audience.
Repurpose and reuse your best content
Finally, don't forget to repurpose and reuse your best content. This is a great way to get more mileage out of your content and make sure it's working hard for you. Repurposing content refers to taking existing content and adapting it for a different format or audience. For example, you could make a blog post into an infographic or a video.
Reusing content refers to taking existing content and using it in a different context. For example, you could take an old blog post and share it on social media or use it as the basis for a new piece of content.
Repurposing and reusing your content can help you get more mileage out of it and ensure that it's working hard for you.
While these SaaS content marketing techniques can make your blog posts, videos, and voice clips shine, there’s more to SaaS marketing than content (although content is often the most impactful). You can learn more about SaaS marketing techniques on this guide by Leadfeeder, which discusses the best strategies, metrics, and KPIs. "
Conclusion
So there you have it! These are just a few ideas to help you create your SaaS content marketing strategy. Get creative, experiment, and measure the results of your efforts to fine-tune your strategy and achieve your goals.