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Why Is It Essential For Startup SaaS Businesses To Have Content Marketing Strategy?

Content marketing in 2022 is a very important aspect of any business. Without the consistent promotion and advertising of a company or brand, it can very easily fall out of the spotlight.

With so much competition on the market, it takes a lot of time and resources in order to push through all of the noise.

The CMI digital marketing statistics showed that 72% of those surveyed had seen an increase in the number of leads for the business, with an effective content marketing strategy in place.

So why is it important for startup SaaS businesses to have a content marketing strategy? The SaaS industry in general is one that’s grown exponentially within the past few years. Statista predicts that the worldwide SaaS market size is one that will reach an eye-watering $138 billion by 2022.

If you want a slice of that financial pie as a startup SaaS business then here’s why it’s essential to implement a content marketing strategy this year.

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Importance of Content Marketing Strategies for SAAS Businesses

The difference between SaaS marketing and traditional marketing is that your clients are going to be more knowledgeable about the product that they’re after. They’ve done the research and therefore it’s a simple matter of comparing the products sold by yourself and other Saas businesses.

You’ve also got different sales to funnel with SaaS customers where the focus is not only acquiring the customers but ensuring their retention of the product. SaaS sales can often be irregular depending on the client’s needs for the product itself.

It’s Critical to Get Your Product Out There to Try

A difference between SaaS brands from other traditional businesses on the market is that it pays to provide free trials and freebies of your product. For non-SaaS businesses, doing this might not make much valuable sense, seeing as it’s important to sell their product.

However, with SaaS tools, you have the opportunity to provide a taster, but to keep the meatier part only available for those who pay a subscription.

So with that being said, a good content marketing strategy will have free trials and demos readily available. This might be offering it through email marketing and making use of your mailing list. It could be promoting it through your social media feeds and in collaboration with other companies.

It’s useful to provide a free product by having the customer create an account without the need to pay anything upfront or even provide a credit card. This will be more of an incentive to give the product a go if there are no strings attached for the customer.

You’ll Generate Better Quality Leads

The quality of a leader is important because you may acquire five hundred leads in a month but if they’ve not been targeted correctly, nurturing those leads into sales is going to prove difficult. You may only convert a small fraction of these leads into paying customers.

Content marketing helps to convert leads because it provides a more personalized and intimate connection with your customers. When you’re providing tailored and relevant content to those who’ll actually benefit from it, they’re likely to be more inclined to try out your products and convert to paying customers.

Not only that but you end up building a level of trust that you might not have gotten without the benefit of a content marketing strategy.

Helps Answer Questions Left Unanswered

As it’s already been mentioned, customers looking for SaaS are likely going to be more knowledgeable and so it’s crucial that you’re providing content that’s going to incentivize your leads to navigate further down the sales funnel.

With customer-centric content that’s created at each stage of the customer’s journey, it can really help provide the knowledge that they might be needing. With so many SaaS brands on the market, you’re fighting to be the one that’s picked by the customer.

A sure-fire way to do that is by having content that is useful to your audience and not simply something that’s too general and basic in its quality. Consider what frequently asked questions are asked when it comes to your product and the problems that your clients tend to have. That way you can use this information to create content that will solve these issues.

Content Helps Boost Your Presence Online

Search engine optimization is an important one for a lot of businesses that are trying to improve their online presence.

Whilst a lot of interest can be generated through paid advertising, it’s also beneficial to create plenty of organic content. Paid and organic content go hand-in-hand when it comes to marketing with 53% of all trackable website traffic coming from organic searches.

The more high-quality content that you can churn out as part of your content marketing strategy, the better for giving your online presence the boost it needs. In turn, that should hopefully lead to more conversions. Some helpful tips in creating good content can include:

Use a SAAS Marketing Agency

Any SaaS content marketing strategy is going to benefit from outsourcing a SaaS marketing agency. It’s better to have an agency that focuses on a certain niche, rather than offering just a broad service across all industries. With a SaaS marketing agency, you’ve got the benefit of a company that will have specialized knowledge of how to market your business correctly.

With many start-ups, funds are limited and therefore it can be cost-effective to outsource where applicable and consider using ecommerce ppc.

Google Likes Long-Form Content

Google loves long-form content and it’s proven through various studies where longer content dominates the rankings. It’s worth aiming to create long-form content that’s above 2,000 words as anything lower is likely going to have a bigger struggle ranking higher.

A content-rich site is what you want to aim for when it comes to providing quality to your audience.

Make Everything Responsive and Mobile-Friendly

User experience is an important part of your content’s engagement and something that should be considered when it comes to your strategy. Putting in the resources to make everything more responsive and most importantly, mobile-friendly, will help your content do better.

Now that you know why it’s important to put a content marketing strategy in place, the next step is nailing the execution of said strategy. Here are a few helpful tips that will assist you in implementing it.

Know Your Audience

Understanding your audience is part and parcel of succeeding in any form of marketing. Without data on your target audience, the marketing is going to fall short of reaching the people you wanted to capture.

There are lots of helpful tools that you can take advantage of when it comes to gathering data on your audience. Platforms like Google Analytics are good for traffic that comes onto your website. Kissmetrics goes one step further than GA by building reliable customer journeys and funnels that are based on your customer’s behavior, as well as their attributes.

Set Goals and Objectives

Having objectives and goals within your content marketing strategy can prove more productive as 14% of people that have goals are 10 times more successful. With that being said, think about what you’re aiming to achieve with your content marketing. Perhaps it’s to generate more leads or to generate a more profitable quarter or turnover for the year ahead.

Goals are going to help your teams stay motivated and hopefully provide further success.

Choose the Right Types of Content

Generating great content is important but it’s necessary to be formulating the right types of content. The content you create should be educating your audience and provide them with solutions to their problems. If not that, then it should at least be inspiring them to move further down that sales funnel.

Knowing the right type of content to create can come from assessing your competitors and what they’re doing to entice interest through the content they provide. Speaking to your existing clients can also be a great way of understanding what’s missing from their knowledge.

Monitor Your Progress

A great content marketing strategy is one thing, however not all content or strategies you put out into the world are going to be successful. It’s useful to monitor your progress to understand what content is hitting the mark and what’s missing it completely.

Hubspot is a great platform for inbound marketing and is used by many because of its ability to integrate other tools into it. That way you can save a lot of time and effort by streamlining it to one platform.

Implement a Content Marketing Strategy for Your SAAS Business

In 2021, implementing a content marketing strategy is necessary for your start-up. An estimated 92% of SaaS companies will fail within three years despite the growth and funding they acquire. So with that said, every effort can help in marketing your business to succeed.

Author Bio: Natalie Redman (LinkedIn)

Email – natalieannredman92@gmail.com

Freelance writer for many clients across multiple industries. Natalie has two years of copywriting experience. Natalie has a wide range of experience copywriting web pages for businesses across many industries. She’s also an owner of two blog websites and a Youtube content creator.


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