As the SaaS industry grows more competitive, companies are learning that short-term wins are no longer enough to sustain their marketing efforts. In the past, companies focused on generating more subscribers and increasing sales volume, but these tactics are becoming less effective in the current economic climate. Shrinking budgets and a more turbulent market mean B2B marketers must do more with less. Simply focusing on volume is no longer enough to create a sustainable and intent-driven marketing strategy.
This article will explore a better approach to SaaS content marketing, including new channels and tactics that real marketers have tested and proven to be successful. With these strategies in your marketing plan, you can build a more effective and sustainable marketing strategy for your SaaS company.
Channels to look forward to for SaaS content marketing
Look no further if you're looking for powerful channels to market your SaaS content. Although the best channels will depend on your audience's interests and pain points, four highly effective channels are worth exploring - including video!
SEO and evergreen content
This type of content is designed to remain relevant over time, making it timeless and valuable to your audience. Evergreen content can take many forms, including product content, how-to guides, industry best practices, and customer success stories. To make your evergreen content visible to your target audience, optimizing it for search engines like Google and YouTube is crucial. This involves building backlinks, crafting compelling copy, and strategically incorporating commonly-searched phrases in your article's title and body to boost their relevance on search engines.
Email marketing has been there for a long time, but it's still one of the most effective forms of content marketing out there. As we've discussed earlier, email marketing tactics have evolved over the years, but the medium remains a valuable tool for SaaS marketers.
By creating relevant content for each stage of your customer's journey - from nurturing blog readers to educating new users with videos to reminding them about renewal dates and offering special upgrade discounts - you can use email to send tailored campaigns that speak directly to their interests and needs.
Email marketing offers a personalized and exclusive interaction between you and your potential or existing customers, which is not present in other marketing platforms such as SEO and social media. Adding a personal touch can establish strong relationships with your audience, eventually leading to more conversions for your SaaS business.
Several sorts of events may be used as a content marketing channel. While not as popular during the pandemic, in-person gatherings like networking events, conferences, and seminars are returning as people feel the need to get back to community and live celebrations.
However, virtual events also remain just as popular, especially since the creation of Meta. In fact, Vimeo discovered that 72% of marketers anticipate attending just as many, if not more, online events as in-person events. Virtual events, such as webinars, roundtables, and seminars, allow you to engage with individuals worldwide.
Events can help you connect with potential customers, gain valuable market insights, validate new product or brand concepts, and network with potential partners, influencers, and industry experts.
Social media is an incredible tool for SaaS marketers, as it serves as a content marketing medium and a distribution channel. There are countless ways to leverage social media to boost your content marketing efforts, but here are some tips to get you started:
First, make the most of your business's Facebook page or Twitter handle to share useful information with your intended audience. Individuals who follow your brand on social media express their confidence in you and could become customers down the line.
Another effective strategy is to post user-generated videos of people using your product or service. This authentic content can help followers feel more connected to your brand and inspire them to learn more about what you offer.
Engaging with people who comment on your posts or ask questions on social media is also essential. You can build intentional relationships with prospects and customers by responding promptly and thoughtfully.
Lastly, don't overlook the power of influencers and industry leaders. You can reach out to them through social media and ask if they would be willing to contribute to your content marketing efforts by creating blog posts, videos, or speaking at events. By collaborating with thought leaders, you can increase your reach and establish your brand as a trusted authority in your industry.
Learn about SaaS content marketing from:
HubSpot's success story in content marketing is a prime example of how effective blog posts can attract new leads and provide value for existing customers. Since 2014, HubSpot has been producing blog content that covers a wide range of topics, including marketing automation, social media marketing, and blogging.
However, what sets HubSpot apart is its use of multiple content formats. The company incorporates a variety of formats, such as HubSpot ultimate guides, podcasts, and videos, within its blog posts to provide its audience with different options and keep them engaged. This approach has helped HubSpot to establish itself as a leader in the content marketing space and attract a loyal following of readers and customers.
Microsoft has established an excellent source of valuable content through its Office 365 blog, which provides customers with insights into their product range, use cases, and tips on maximizing their subscriptions. Additionally, the company has created a thriving online community for students and teachers with its Microsoft 365 University website.
This platform offers various resources to learn about Microsoft 365 products and services, including an online course titled "Create Your First App." The course teaches students how to build apps using Visual Studio Code and Azure DevOps Services, providing them with valuable skills and knowledge for their future careers. Microsoft's efforts in creating informative and engaging content have helped it to build a strong reputation as a leader in the tech industry and a valuable resource for its customers.
Adobe developed CMO.com, a magazine/publication that provides value to readers by covering the most important themes for digital leaders. It includes pieces from industry thought leaders and additional Adobe perspectives on product, technology, and industry developments.
It illustrates how SaaS companies can use content marketing to drive and nurture client relationships, increasing revenue.
Perfect your content strategy with Videohaus
Effective content marketing is essential for SaaS companies to connect with their audience and drive growth. And when it comes to producing high-quality video content, companies can turn to experts like Videohau to create compelling videos that engage and inspire audiences! Our self-service video studio has everything you need and more to ensure your content production process is cost-effective, time-saving, and efficient!
Contact us today to refine your content strategy and start engaging your audience!