When writing for a SaaS, the first thing I do is understand the audience and learn as much as I can about who I am writing for. A lot of content these days is quite generic and repetitive, and to avoid that, you have to know who you're talking to, what pain points you're addressing, and the purpose of the content you're creating.
The cardinal rule for all writing is that you have a structure in mind BEFORE you write your first word. Long form or short form doesn't matter; without a set structure to follow, you are better off writing gibberish! Structure needs research and an understanding of your audience's funnel stage. Once you have those two figured out, remember what you are about to write must have a distinct focus. Every piece of marketing or SaaS content must highlight the benefits of the software or the service you are vouching for. Readers don't care about features (you may have dozens of flashy ones) and it's always what they get out of something, the advantageous position it puts them in, that matters. Repeat after me: A good piece of content, long or short, is mainly researching, structuring, and promoting benefits. Then comes everything else.
For my SaaS clients, I first determine the service page that is most important for lead generation, I then create a topic cluster around this topic. Once the topic cluster is complete the service page moves up in ranking but I will also create a lead magnet for the ranking blog posts as well as a free resource for those who do not engage from the service page.
We shape our content strategy by understanding customer search intent, which is crucial for any SaaS business's content marketing plan. Search intent refers to the reason behind a customer's query. Knowing the type of content your prospects are searching for allows you to create material that exceeds their expectations, positioning your brand as top-of-mind when they're ready to purchase. For example, at our automation company, Automat, if we choose a content topic like "How to use Automat software for Account Administration & Servicing?" it indicates that the searchers are in the interest stage of the buyer's journey. They're aware of their problem and are looking for solutions. For such queries, content like product demonstration videos and how-to blogs are appropriate. To understand search intent, we engage with review sites and user-generated platforms like Reddit and Quora to gather insights.
A successful strategy involves focusing on customer lifetime value (CLV) rather than just immediate sales. Implement a data-driven approach to understand what drives customer loyalty and retention. Invest in targeted marketing efforts that reach the right audience at the right time. Continuously test and optimize your campaigns to improve performance and maximize ROI.
Incorporating user-generated content is an effective approach for SaaS content creation. By encouraging customers to share testimonials, reviews, and user stories, a brand can add authenticity and build community engagement. User-generated content fosters trust, as it showcases real experiences and allows potential customers to relate to existing users. For example, a SaaS company could create a blog post featuring a customer success story, highlighting how their product/service helped solve a specific pain point. Additionally, leveraging user-generated content also lightens the content creation load, as customers become active contributors. This approach fosters a sense of belonging and loyalty among the customer base, leading to increased brand advocacy and organic growth.
When creating content for SaaS, it's important to focus on the problem you're solving for your customers. That way, you can create content that addresses their pain points and provides them with the information they need to make an informed decision about your product. One of the best ways to do this is by conducting keyword research. By doing so, you can uncover the keywords that your target audience is using to search for solutions to their problems. You can then use these keywords to create content that meets their needs. Additionally, it's crucial to create content that is tailored to the specific stage of the buyer's journey. For instance, if you're targeting prospects at the awareness stage, your content should focus on educating them about the problem they're facing and the different solutions available. Once they're more aware, you can provide more in-depth content that showcases how your product can specifically address their needs.
By partnering with industry influencers, you can leverage their credibility and tap into their audience. Co-create content with them to reach a wider market and build trust. Examples include hosting webinars with influencers discussing SaaS trends or interviewing industry experts for blog posts. This approach brings valuable insights and expands your reach within the SaaS community.
In SaaS content creation, my modus operandi is 'educate, don't sell.' Each blog post or whitepaper is an opportunity to enlighten our audience about the problems our product can solve for them. We avoid tech-speak and jargon, focusing instead on plain, easy-to-read language that touches our readers and makes them feel understood and catered to. The idea is to cultivate trust, to show them that we're here not just to sell a product, but to help them overcome challenges. To my fellow content creators, remember - it's about 'problem-solving' even more than product-selling.
Actively engage with your audience through comments, social media, and email. By fostering discussions, addressing questions, and gathering feedback, you can build relationships, establish credibility, and generate new content ideas. This approach helps create content that resonates with your audience, provides valuable solutions, and showcases your expertise. For example, you can respond to comments on your blog posts, participate in relevant industry forums, or host Q&A sessions on social media. This interaction not only strengthens your position as a thought leader but also ensures your content addresses the specific needs and pain points of your target audience.