If your B2B SaaS website’s churn rate is above 5.2%, it means customers are leaving your website faster than they should. One likely factor could be irrelevant or unengaging content.
As the competition stiffens, you need content that targets the right audience at the right time. This article provides a simple guide on crafting a sound B2B SaaS content strategy.
Not keen on doing the heavy lifting yourself? Our TrioSEO experts can handle your B2B SaaS content. Connect with us for a complimentary SaaS website audit and consultation, including a thorough SEO analysis, keyword suggestions, and a dependable content strategy.
How is B2B SaaS Content Strategy Different?
The difference of B2B SaaS Content marketing lies in its unique approach.
It stems from several factors, including:
- Longer Sales Cycle: B2B sales often involve many decision-makers, increasing the duration of the sales cycle. White papers, blogs, and online SaaS-specific resources are critical to guide this journey.
- Emphasis on Product and Support: As you’re selling both technology and service, your SaaS content should focus on the technology solutions and customer support you offer.
- Dependence on Online Research: Since SaaS buyers typically do most of their research online, SEO is essential to enhance organic ranking and visibility. Our SaaS SEO article writing services can help boost visibility.
Likewise, you need to actively showcase credibility through content like your success stories.
- Product’s Evolving Nature: Since SaaS products evolve comparatively faster, you must update your content constantly to highlight the latest features and value.
In a nutshell, targeted SaaS-centric strategies can help you attract the right audience and drive conversions.
B2B SaaS Content Marketing Examples
SaaS content writing comprises various types of content for different audience needs.
Common examples include:
Canva
The leading graphic design platform’s content marketing comprises informative blogs, engaging copy, relevant images, and detailed templates to help you easily find the solutions you need.
This strategy drives organic traffic, helps turn leads into subscribers, and keeps Canva ahead by offering products that match your needs.
Grammarly
Grammarly organizes its content into clusters. Related pages and extensive blog resources are grouped under similar topics.
This helps you easily find everything you need and supports your writing, improving its conversions and search rankings.
Mailchimp
Mailchimp’s SaaS website uses blogs to give practical tips, while their podcasts and films explore unique topics like work well-being and surprising business lessons.
If you want to make your B2B content more engaging, Mailchimp is a great SaaS example. Discover how they connect with their audiences, building strong loyalty.
Creating and sharing useful content is crucial to your sales and marketing strategy. Once you know your audience and their needs, you can create content that directly speaks to them.
Importance of B2B SaaS Content Strategy
A tailored SaaS content marketing strategy allows you to set the foundation for long-term business growth in the following ways:
- Builds Awareness and Engagement: A solid strategy comprising consistent, engaging content aligns with your messaging, boosts your visibility, and keeps your brand at the top of the minds of your customers.
- Reduces Churn: A robust B2B SaaS content marketing strategy keeps current customers interested, promotes repeat purchases, and boosts conversions.
- Attracts Leads: You can tailor your content to target the right audience at each sales funnel stage and attract targeted leads. For example, success stories make great first impressions.
- Promotes Credibility and Growth: SaaS sales depend heavily on reviews and your website’s credibility. A suitable B2B SaaS content marketing strategy incorporates these reviews and testimonials to build trust and provide valuable information, fueling your growth.
As such, a proven content and SaaS SEO strategy like the one we offer our clients at TrioSEO can help you tackle critical SaaS business needs – building credibility, attracting new customers, and keeping them loyal.
Elements of a SaaS Content Strategy
A great way to plan your content marketing for SaaS is by including these key elements:
- Audience Research: Understand your audience’s needs and preferences to create relevant content.
- SMART Goals: Set specific, measurable, achievable, relevant, and time-bound goals for better results. Using a SaaS content checklist can help you set measurable KPIs, like increasing conversion from free trial to paid users by 25% each month.
- High-quality Content: Ensure your content addresses pain points and adds value.
- Planning and Distribution: Leverage suitable channels — social media, email, blogs — and manage everything with a content calendar.
- SEO Optimization: Optimize your content for search engines to boost visibility.
- Analytics: To refine your strategy, track performance with common SaaS metrics like website traffic and conversion rate.
At TrioSEO, our best practices ensure that elements of your SaaS content strategy cover all these bases. Explore our process and discover how our meticulous approach can elevate your content.
Content Creation for SaaS – Tips and Tricks
Use these tricks to create engaging and informative content for your SaaS product:
- Gain Industry Insights: Participate in customer research, follow industry news, and stay updated on emerging trends – these can help create accurate and relevant content.
- Identify Troublespots: Map your customer’s journey and identify their problem areas at each step. Use these insights to tailor your content to their specific needs and improve their experience.
- Create a Content Funnel: Since SaaS purchases involve multiple stages, you must develop content for every stage of the journey, from awareness to conversion.
- Analyze Competitors’ Content: Understand the types of content writing your competitors use, the frequency of updates, and audience engagement levels. Identify gaps in their strategy that you can fill to stand out.
Most importantly, hire a capable team comprising writers, designers, strategists, and SEO experts.
Of course, you can handle content in-house. However, if you want to outsource to a full-service agency, reach out to us for a free 30-minute consultation and find out how your current SaaS website performs.
How to Create a Powerful SaaS Content Marketing Strategy
By now, you’re probably ready to put into practice a solid content marketing strategy for your SaaS business.
So let’s dive into a straightforward 7-step guide to help you create one:
Step 1: Set Clear Goals
Your B2B SaaS content strategy must match your business goals, such as increased conversions.
Once they’re clear, you’ll find it easier to master B2B writing and create content that supports your goals.
Step 2: Know Your Buyers
Create useful content for your audiences by understanding your buyer personas. Identify details like their industry, job roles, and online behavior. Use social media insights to learn about your current followers and find similar potential customers.
If you’re targeting different markets, modify your content according to the specific buyer personas to provide relevant and impactful content.
Step 3: Implement Content Audits
If you have existing content, you must know how to run a content audit.
This will help you spot areas for updates, identify content to be removed, and ensure your site stays fresh and relevant.
Step 4: Focus on Content and Keyword
Next, choose core topics and keywords that match each stage of your customer’s journey.
To simplify the process, use keyword tools to find out what your audience is searching for. If you’re unsure, using SEO keyword research services focused on finding high-intent opportunities can be a great help.
Step 5: Optimize, Publish, and Promote
Give your SaaS content marketing boost by proactively using SEO best practices, such as long-tail keywords, mastering meta descriptions, internal linking, and including clear CTAs.
You’ll also need to decide where and how often you publish and which social media and third-party sites you’ll use. Marketing automation tools help you streamline these tasks.
Step 6: Establish Workflows
Now, you can set timelines for everything from brainstorming to publishing. Document each step and use a project management tool to keep everyone on track.
Mix up content types, stay flexible, and focus on what your audience needs.
Step 7: Analyze Outcomes
Track your campaign using key metrics like traffic and lead generation. Review them regularly to identify hits and misses and make adjustments as needed. Spotlight your top content and implement tweaks to enhance results.
If overseeing B2B SaaS content overwhelms you, tailoring your content processes using this guide, from discovery audit to writing briefs, can make a big difference.
Tools and Services for B2B SaaS Content Strategy
If you’re undecided about which B2B SaaS content services and tools to use, we suggest the following:
- TrioSEO: With 10+ years of experience, we give your business an edge with compelling blogs and lead generation through keyword research and B2B SaaS SEO.
If you prefer to write yourself, you can opt for cost-effective detailed outlines. Reach out for a free consultation with our team to identify opportunities and work on the next steps.
- Google Analytics: Helps you track your website’s performance using key metrics like top pages, average time spent, and bounce rate. Also, when linked with Google Search Console, you can get keyword research and traffic analysis.
- Ahrefs: You can use Ahrefs’ Content Explorer tool to find content ideas. Its SEO features allow you to audit your site, analyze competitors, track rankings, and research keywords.
While these are our top picks, you could also run your checks and select an option that works best for you.
Frequently Asked Questions (FAQs)
Read through for answers to some common questions about B2B SaaS content.
Is B2B SaaS Content Writing Different?
Yes, there’s a difference. While general content writing covers a broad range, B2b SaaS content writing focuses on solving specific software problems.
That’s why you have to craft content that simplifies complex tech info for your audience.
What is SaaS Content Marketing?
SaaS content marketing is a specialized strategy for leveraging useful content to showcase the value of your subscription software services.
Instead of quick sales, in SaaS, you focus on building relationships and brand awareness, retaining users, and boosting recurring revenue.
You can use blogs, emails, social media, and more to achieve this objective.
Which Platform is Best for SaaS Content Production?
Content plays a key role in the growth of SaaS businesses, and platforms like WordPress, Ghost, Webflow, and Medium are top choices for SaaS content production.
Conclusion
As the SaaS products market overlaps increasingly, a strong content strategy for SaaS is the key to winning customers.
If DIY content feels like juggling too many tasks, why not let TrioSEO help you make your SaaS website a top-ranking one? Get a one-time free audit and personalized strategy session from our team to gain the edge you need to stand out.
