SaaS means Service as a Software. It is a constantly progressing industry in the realm of digital marketing. Many businesses revolve around providing software and tools to their customers. These tools perform useful services.
But is creating a credible and highly efficient tool enough? The answer is: No, it isn’t. The success of your SaaS business hinges not only on the functionality of your software but also on your ability to communicate its value to potential customers. This is where content marketing for SaaS comes into play. In fact, there are many other factors at play as well. However, a major portion of those factors is content. Content is the medium for expressing what your software does.
Not only that, but it can also perform many other things that alleviate your overall SEO plan. So, in this post, we will discuss how you can harness the power of content marketing for SaaS companies. This article will help you learn all the wonders that content can create.
Related: Selling Software and Services: A Short Guide to SaaS Marketing
SaaS Businesses and Content
If you don’t understand what a SaaS business or company is, then check out the following examples. These are some of the most common SaaS companies present on the internet.
If you study what these tools do, you will understand exactly what a SaaS is. For example, Microsoft is an online business that sells different software products. It has a notepad service, spreadsheet app, e-mail platform, and much more.
However, if you look carefully, you will see that the websites of these tools have a bunch of content that explains their services. HubSpot even has a versatile blog directory where articles on different topics are present. This shows that despite being such huge companies, they are still using content.
That’s why we are emphasizing the importance of utilizing content. To further this explanation, we will share some specific advantages of these tools.
How Quality Content Can Elevate Your SaaS Business
Check out the following benefits of SaaS content marketing. We have structured this section in the form of a list.
1. Enhances brand awareness
Let’s suppose that you have great software that is innovative and highly useful. Now, the next step for you is to make sure most people know about it. To spread this awareness, you will have to use content. For explanation, we will stick to written content as it is the most widely used form.
An online source reports that 50% of SaaS companies make content an integral part of their online strategy. Such a large number of businesses acknowledge the importance of content because it is how one expresses their software. Here are some forms of content that you can use for brand awareness:
- Paid advertisements.
- Business Blog
- Promotional Emails
- Guest Posting articles.
- Website content
These are effective mediums but remember to provide some value to your customers through them. What we mean is that if you simply create generalized and vague content, then no matter how many mediums you use, it is going to be useless. That is why we use the word ‘quality content, ‘ not just content.
Check out the different ways, tips, and best practices on how to build your brand reputation.
2. Creating a strong brand image
Quality content with trusted and credible information can help build a strong brand image for your software. For example, look at this image of a Microsoft Blog:
You can see that Microsoft is announcing new products and expressing them through content. Their professional and friendly tone builds a connection between them and their customers. This is one of the reasons why Microsoft continues to be a platform that is widely used all over the world.
So, if you also create such content that gives you off as a trustworthy company or service provider, then you can attract many customers. This creates a dominant brand image for your business and contributes to the overall performance of your company.
Ready to expand your reach?
3. Increases customer base
This point is similar to the first one. In other words, it is a buy product of brand awareness. We said that your brand gets recognized more if you use SaaS content. This implies that the number of customers coming to your website should also increase. And that is exactly what happens.
According to an online source, SaaS companies with a Blog receive 55% more traffic. This is how powerful SaaS content marketing can be. So, if you want to increase the number of people that come to your site or software, then you need to start making quality content and market that content properly.
In other words, you need to create quality content and also share it via the right mediums.
4. Helps connect with customers
Another advantage that content can provide you with is connecting with your existing and potential customers. This means that you can understand the needs and requirements of your users through content.
For example, if you write an article and then create a feedback section, you allow users to interact with you. In this way, you get insights into what your customers really want. As a result, you make appropriate adjustments to your strategy or tool to make it more successful.
This is how you can truly make quality content and not just a bunch of meaningless words. Through trial and error, you will improve your content to the point where it is perfect for your intended audience
Let us help grow your business?
Tips for Creating Quality Content
Quality content cannot be defined by one factor only. There are various aspects that you need to look into in order to create a high-standard piece of content. We have explained this in simple ways in the following:
1. Spread Credible and Useful Information
As we mentioned before, if you want your content to be effective, you have to provide valuable information. Valuable means that it should provide users with information in which they are interested. In other words, your content needs to be informative for your selected or targeted audience.
Here are some ways you can do this:
- Perform proper research on the topic you are about to write.
- Research your audience and their preferences as well. After you do that, curate your content accordingly.
- Use information from authentic third-party sources to make your content more appealing. You can use statistics, facts, general information, and much more. However, you need to make sure you cite all this properly.
- Create content that has new information. Provide your users with something they don’t already know.
These are some basic tips for making your content look more credible. Make sure to follow them.
2. Focus on Readability
The readability of your content dictates its engagement levels. The easier the write-up is to read, the more people will engage with it. So, you need to make sure you write simple stuff. This doesn’t mean that you can’t use complex words and language. Just don’t go overboard.
But if that is a bit too much to take in at once, you can get assistance from technology. To enhance the readability of an already written write-up, you can paraphrase it. This means you can change sentences while keeping their meanings. The reason why we mentioned technology is because online tools can perform this function as well.
You can simply enter your writing into a sentence rephraser, and you will get an output that has optimized readability.
3. Add Images and Other Elements
As a SaaS business, your main goal should be to make content as interactive as possible. This is because interaction with content boosts your site’s performance in the search engine. So, to make it happen, you have to integrate certain elements in your writing. Some examples are given below:
- Reference Images
- Infographics
- Videos
- Polls
- Quizzes
If you notice, in the list, we have also mentioned some elements that the users can access and respond to. These are the things that increase the probability of your content ranking in the top spots of a search engine result page.
4. Use a Specific Tone for a Strong Brand Image
If you want to make your business distinguishable from your competitors, you can do so via content. For example, look at this image:
Pay attention to the choice of words and phrases. They use simple but catchy content to create an image for themselves. If you ask any Adobe user about what ‘Acrobats got it’ is, they will immediately know it’s a tagline.
Adobe is such a huge and distinctive software platform that everyone recognizes it immediately. But even they started somewhere. They got to where it is through content and a bunch of other innovative steps. But this shows that you have to specify a tone of language to use in your content so that it becomes your trademark and customers build strong and lasting connections with your business.
Conclusion
To conclude, we would say that being a starter SaaS business can be tough. However, if you follow the proper procedure and utilize the right mediums, then you can have your way to success. One of the most important mediums in this regard is content.
So, never ignore the importance of content and utilize it to the maximum extent. How and why you should do this is explained in the post above. So, follow those instructions and improve your business performance right now.
