It's no secret that content marketing is essential for any business, regardless of its size or industry. However, when it comes to software as a service (SAAS) companies, creating and distributing engaging content can be a little more challenging. That's because SAAS businesses usually offer a complex product or service that can be difficult to explain in words alone. But don't worry - with a little creativity and effort, you can develop content that will help you attract new customers and grow your business. Here are some tips for getting started.

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1. What is content marketing and why should your SAAS company use it?

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Content marketing is a type of marketing that involves creating and sharing online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stir up interest in its products or services. The goal of content marketing is to build an audience by creating useful or interesting content, rather than directly selling them something. software as a service businesses (SAAS), in particular, have found content marketing to be an effective way to reach potential customers. By providing helpful articles, videos, and other resources on their websites and social media accounts, SAAS companies can generate leads and build trust with potential buyers. Over time, this can result in more sales and loyal customers.

2. Types of content that can be used to market your SAAS company

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Several different types of content can be used to market your software as a service (SAAS) company. Perhaps the most obvious is product-related content, such as blog posts and video demonstrations that show potential customers what your software can do. However, you can also use more general content to raise awareness of your company and build interest in your software. This could include articles about the benefits of using SAAS products, or even just posts that mention your software in passing. Whatever content you choose to create, the important thing is to make sure it is engaging and informative, and that it helps to build up a positive image for your company.

Currently, Sturdy Digital works with two SAAS companies that have seen a 5000% increase in website traffic due to user-generated content.

3. How to produce high-quality content for your SAAS company

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With the emergence of apps like TikTok, Instagram Reels, and YouTube shorts, these mediums allow for an incredible opportunity to scale your SAAS business. When it comes to organic content on these platforms, it's all about one thing; What problem does your SAAS solve in my life? Let's take MailChimp for example. MailChimp allows your business to easily send high-quality emails to massive lists. They have integrations to almost every website imaginable, and the results that are delivered because of the software are unmatched. This strategy works particularly well for the start-up environment, but can be used by anyone. Promoting your software as a service through user-generated content, this gives a more 'personal' feel to your audience and potential customers. In these videos, you can detail the exact problem that's being solved creatively, and pique the interest of hundreds of thousands, if not millions, of potential customers. On top of that, you can also use our fool-proof content strategy that easily streamlines your content creation efforts for months on end.

Now, not all of your content will go viral, but it's important to have a company like Sturdy on your side to craft the perfect content strategy for your SAAS.

4. Tips for promoting your content effectively

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If you want to drive results through your content strategy, specifically in user-generated content, your efforts can't be "in your face". They need to be subtle, but still visible. You need to use the old AIDA framework; Attention, Interest, Desire, and Action. Does your video grab the attention of the viewer? Is your video interesting? Does it retain viewers for more than 50%-70% of the video? Does your video make people WANT to check out what your product has to offer? And lastly, is your video driving website traffic and conversions?

Here are a few tips to optimize your content strategy outside of user-generated content:

- Make sure your website is optimized for search engine ranking. This means ensuring that your web pages are filled with relevant, keyword-rich content. (Notice how many times 'SAAS' is written in this article?)

- Share your content on social media, and make sure to use hashtags and other tagging strategies to reach a wider audience.

- Use email marketing to send links to your latest blog post or video tutorial to your subscribers.

- If you have an existing customer base, reach out to them directly and offer them exclusive access to new content. For example, you could offer a discount on your products or services in exchange for sharing a link to your latest blog post.

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5. Measuring the success of your content marketing efforts

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Just as we discussed in point #4, you need to determine which content is performing the best. Which content is driving the most website traffic, and which content is driving the most conversions?

Here are the KPIs you want to keep in mind when fine-tuning your content strategy:

-Number of leads generated: This metric will help you determine how effective your content is at attracting potential customers.

-Website traffic: Keep an eye on the number of visitors to your website. If you see a spike after publishing a new piece of content, that's a good sign that people are engaging with your content.

-Engagement rate: This metric measures how much people are interacting with your content. Look at things like likes, comments, and shares to get an idea of how engaged your audience is.

-Time on page: This metric tells you how long people are spending on each page of your website. If you see a high time on page for a particular piece of content, it means people are finding it interesting and are sticking around to read it.

By tracking these metrics, you'll be able to get a better sense of which content pieces are resonating with your audience and which ones aren't performing as well. Armed with this data, you can then make necessary changes to improve your overall content marketing strategy.

After you determine what type of content caused the pique in the interest of these viewers, you can replicate that in your future efforts. Let's take a piece of user-generated content for example. A single 60-second video can now be turned into a long-form video, blog post, email blast, or even another piece of user-generated content that explains more. The list goes on and on.

Content marketing is a powerful tool that can be used in several ways to help promote your SAAS company. It can be used to attract new customers, retain current customers, and even increase brand awareness. But building an effective content strategy takes time and effort. If you’re not sure where to start or need help executing your plan, contact us today. We have years of experience creating successful content marketing strategies for SAAS companies and would love to help you too!

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