Steps You Need for a Great SaaS Content Marketing Strategy

High-quality content and a strong content marketing strategy are vital elements of a business’s success, especially those that offer software as a service (SaaS) as their main product. When used right, a piece of content can consistently generate leads that drive up sales for your business.

Here are seven content marketing tips every good Chicago content strategy consultant suggests:

1. Determine Your Target Market
2. Do a Full Competitive Analysis
3. Use Semantic SEO Strategies
4. Choose What Content to Make
5. Post Content on Social Media
6. Merge Content with Paid Ads
7. Create a Retargeting Strategy

There’s a lot to discuss, so get ready to take notes.

Let’s go!

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1. Determine Your Target Market

Depending on the nature of your product, your target market may be individuals, businesses, or both. That means you must consider whether your approach to content heads in the direction of business-to-consumer (B2C), business-to-business (B2B), or combines aspects of each.

The best content marketing strategy for your business will incorporate elements from all three models, but your approach will be unique due to the specific needs of your target audience. For instance, LinkedIn is the best B2B platform, although other social media apps help just as much with B2C marketing.

Another key difference is that B2C requires fewer intensive measures and resources because individual users make their own decisions. On the other hand, any client business you come across has to elevate the information to its executives, who make a choice.

2. Do a Full Competitive Analysis

SaaS products are prevalent these days, which means you have many large and small competitors who all want to increase their market shares. For instance, Slack, Discord, and Skype technically serve the same function (communication) and target market.

Notice that each has distinct features that make it better for some situations than others. Slack has plenty of useful integrations with other business and productivity apps, while Discord is geared more toward communities and gaming, and Skype sticks to basic chats.

Competitive analysis can help you understand your market position and find similar opportunities. In other words, it helps you pinpoint the gaps where you can carve out your own niche. To do that, start with a basic survey on their social media pages with social listening.

3. Use Semantic SEO Strategies

After you identify your winning edge over competing products, the next step is to add semantic SEO to your keyword and content strategies. Your goal is to identify words and phrases that are semantically related to your SaaS product and to make strategic use of them in your content.

Semantic search works on the idea that search engines (and users) have a basic understanding of the keywords and phrases that signal your content is the right one. For example, semantic SEO keywords for AI writing assistants, such as Grammarly and Jasper, include the following:

• grammar checker
• spell check
• word suggestions
• rewrite
• editing tool
• AI assistant
• browser plugin
• writing tool
• generative AI
• content writing

4. Choose What Content To Make

Only your objectives and other particular limitations that you place on your business restrict the types of content you can produce. Generally speaking, however, you should aim to create content that teaches people about your product. Cover what it is, what it is for, and why people need it.

Going back to Grammarly as an example, that company has done an excellent job of marketing to new users by laying out all the cases where someone might need a writing assistant. An effective content marketing strategy also uses various content and media to reach more people.

Besides landing pages and how-to articles, every Chicago content strategy consultant highly recommends blogs or videos that showcase products. For instance, if you have a SaaS product for task management, write about effectively coordinating a project and how your product can help companies achieve specific goals.

5. Post Content on Social Media

Posting videos on social media is a common tactic that SaaS businesses use to garner attention online. The best part of incorporating social platforms is that you do not have to do all the work yourself — a creative prompt helps spread the word through user-generated content (UGC).

This is how AI apps made waves on social media at the end of 2022, when people shared their AI-generated avatars. People are also keen to find out the limits of what generative AI can produce. The “Written Entirely By Bots” series on Netflix Is A Joke proves this.

You can also work with influencers and content creators to share your product with more people. If you prefer a more professional setting, LinkedIn is the best place for SaaS businesses to reach their target market. At the very least, they connect you with clients who need your product.

6. Merge Content With Paid Ads

Organic posts aside, you can combine content marketing with paid marketing to achieve critical marketing goals. Leverage some of your best content through paid channels. Going back once more to Grammarly, the ads they run on YouTube use videos they created for their own channel.

Each has millions of views, which, according to Google, indicates that the ad caught the viewers' attention enough for them to watch a significant portion instead of immediately skipping away from the site. Another possibility is that the person clicked on the ad and went on to buy a subscription or learn more.

7. Create a Retargeting Strategy

Another critical function paid ads serve is remarketing or retargeting campaigns, which means showing an ad (or a different ad) to people who previously interacted with your paid ad. In short, paid ads allow you to focus on getting and converting quality leads through retargeting.

Where and how you retarget campaigns matters because you do not want your target market to feel annoyed or harassed into making a purchase. Your options are not limited to the same platform, either. For instance, if your initial ad collected many emails, you can move your retargeting to email. 

Summing Up

Content marketing is an excellent and low-cost method of driving more traffic to your website and generating more interest in your products. Most Chicago content strategy consultant tips point to making organic content, but having a paid strategy can help you reach more people.

Need help creating a SaaS content marketing strategy? Contact Digital Authority Partners to learn how we can help.