Olga MykhoparkinaFeb 03, 2023
I’ve been in SaaS content marketing for over 7 years. I went from SaaS marketing manager to CMO to launching my own content marketing agency.
That journey taught me so much and I had a chance to try dozens of content marketing tools over the years. I got to know what really works and what’s a waste of money.
At Quoleady, we use different tools in all phases of content production.
They help us create engaging content for our clients, rank content on Google, and most importantly, ensure high quality and consistency throughout all the articles we produce.
In this article, I’ll share the best content marketing tools that will help you speed up your work in 2023.
Don’t worry, you won’t need all the apps in my list. It’s enough to pick one from each category and it will boost your marketing efforts and the results you get.
SaaS content marketing tools are different apps and software tools that can help you with all phases of SaaS content production.
You’ve probably heard about content management systems and project management apps, but there’s more to it when it comes to SaaS content marketing.
SaaS marketing agencies use various tools to make sure their content is high-quality: from search engine optimization tools to grammar tools, and, more recently, AI tools.
SaaS content marketing tools can be used in all phases of content creation and production. We use them for content planning and keyword research; for SEO content optimization, for content editing and proofreading and much more.
Great content is a base of B2B SaaS inbound marketing.
The competition among SaaS companies is insane and if you want to stay on the top you have to produce content on a regular basis. That means a lot of content.
When you are on a mission to scale your content marketing game, it’s almost impossible to do everything manually, without the help of content marketing tools. And why would you waste human hours when there are a lot of great apps out there that can automate and speed up the process?
My advice is to focus your efforts on creating an awesome SaaS content marketing strategy (you can get help from the content strategist) and to use marketing automation tools to help you with things that can be automated.
Here are a couple of benefits of using SaaS content marketing apps:
The content creation process starts long before you open that Google doc and start writing. The first step is to create a strategy and the best content marketing strategies are based on relevant keywords people are searching for.
You’ve guessed it. You need a keyword research tool.
But it’s just the beginning.
Content production is a gradual process that involves research and planning, writing content, building backlinks and other stages. There are tools out there that can help you every step of the way including apps to optimize your SaaS content for SEO, content writing tools and many more.
If you want to spice it up, you can use AI-powered tools to enhance your content. However, be careful when using them.
No matter how many tools have appeared on the market including ChatGPT, Jasper, WriteSonic – AI-generated content could be recognized and penalized by Google. Moreover, it doesn’t bring actionable or experience-based insights that human content does.
Next, I’ve broken down SaaS marketing tools into 7 categories, for each phase of the content creation process.
Task management tools are a must-have, especially for SaaS companies with large marketing teams that are working on multiple projects. These tools can help you organize your workflows and assign tasks to the SaaS marketing team members, improving your productivity and saving you a lot of time on back-and-forth communication.
Notion is the app we use for task management on all levels. I love it because it allows you to build your own workflows the way you want by adding Kanban boards and tables.
Notion offers a more visual layout than other similar tools, which makes it easy to navigate multiple projects, using a drag-and-drop method.
It’s very flexible and you can customize everything according to your needs at the moment.
You can use Notion to create a content calendar, assign tasks to your copywriters, create to-do lists, create templates, share internal documentation, write notes and many other things.
Notion is widely used in many areas across multiple teams (company-wide wikis, note taker, data organizer) but it can also be adjusted to work for a content marketing team and meet their needs such as assigning tasks, tracking someone’s progress in Kanban board, leaving comments and setting up reminders.
It’s a great tool for collaboration and content process management because you always get to see where someone is with their task (not started, task in progress, completed).
Asana is another task management tool popular among agile SaaS marketing teams. Our friends from Userpilot love how well the tool works for their content marketing team.
It has similar features as Notion, but it’s a bit more complicated to use if this is your first time using a project management tool.
It allows you to break any big task into subtasks for your team to complete, break big goals into milestones and visually track your progress.
You can also invite Guests (partners, external experts, clients) to collaborate with you in Asana.
The one thing where Asana beats other task management tools is automation. You can automate most routine project management steps, like assigning repetitive tasks to the right team members, sending automatic notifications and similar.
ClickUp could be a more affordable option, especially for smaller teams because the cheapest plan could be enough for all their needs.
It allows you to create dashboards and customize them according to your needs, set up recurring tasks and reminders, create docs and wikis.
Some of its advanced features include in-app screen recording and a built-in instant messaging app with different channels that could replace Slack.
On the con side, many users said that it took them a while to learn how to use the tool properly and get the most out of it.
If you want to increase your website’s visibility in the search engine results, your content strategy should be based on relevant keywords that can bring you the most organic traffic.
My advice is to not only focus on search volume and keyword difficulty but also to think about search intent. We usually get the highest marketing ROI when we base our strategy on high-intent content. You can read this case study to see how we helped our client go from 0 to 21.000 website visitors by using the right keywords (e.g. alternative keywords).
We use Ahrefs not only to check the keyword metrics I mentioned above but because it also has some advanced traffic metrics.
You can check website traffic potential – it shows you the total traffic you could possibly get if you rank #1 for a particular keyword.
If you’re doing paid marketing campaigns, you can check CPC for every keyword you want to target.
You can also get keyword ideas, related keywords, autocomplete search suggestions etc.
SemRush is similar to Ahrefs, but it offers some additional metrics. For example, it’s great for those interested in search engine marketing, as it offers more detailed PPC data than other tools. You can also track keywords and get daily updates for keywords that interest you.
A great thing about this tool is that you can use it to analyze the search intent of each keyword. It recognizes four types of intent: informational, commercial, navigational and transactional intent.
SemRush could be a bit more detailed, but I prefer Ahrefs due to its great interface that makes it easier to focus on the metrics that really matter to you.
SERanking offers similar features as the first two keyword research tools, but it’s more accessible, especially if you have a small business with a limited marketing budget.
It has a bit different system of measuring keyword difficulty, or as SERanking calls it, keyword effectiveness index.
However, users say that its keyword database is smaller in comparison to Ahrefs or SemRush. You can also track only a limited number of keywords, for example, with the cheapest plan only 250 keywords – which may work if you’re a small business owner but not if you have a SaaS SEO agency working on different projects.
Backlinks are one of the most important ranking factors. No matter how good your content may be, it’s very difficult to rank it if it doesn’t have any backlinks, unless you focus on low-competition keywords.
I do not suggest link swaps or buying links, instead, you can use one of the SaaS link-building strategies to get high-quality links (A-B-C exchange, guest blogging, HARO and others).
Read this article to learn how to choose websites to build backlinks from. Or check this case study to see how we’ve grown domain authority and website traffic for our client, with a combination of great content and quality backlinks.
I’ve already mentioned Ahrefs as a keyword research tool, but it’s more than that. It can help with backlink-building efforts. Ahrefs was the first tool I was introduced to when I just entered the digital marketing space back in 2013, and I’ve been using it ever since because it’s constantly improving.
Ahrefs has the largest index of live backlinks (over 15 trillion) that gets updated every 15-30 minutes. That’s not a surprise because they’re also the second most active web crawler, right after Google!
Here’s what you can do with Ahrefs:
SemRush also has a large base of backlinks and advanced features like monitoring for changes such as new and lost links.
You can use their Backlink Gap tool to compare your backlink profile with your competitors and discover opportunities for link-building.
You’ll get a list of websites that link to your competitors, and you can analyze them and decide which ones are worthy of your time.
You can do the whole outreach process through SemRush. Decide on the prospects you want to pursue and create outreach email marketing campaigns, all within the app.
You can also set reminders for link-building opportunities you want to follow up on.
SERanking is a great tool to assess your backlink profile, which should be a part of your SaaS content audit.
You can measure the value of every backlink, based on the website they come from, its domain rating, domain trust (a unique metric developed by SERanking), anchor text and other factors.
You can also use it to monitor your backlinks in real-time, to make sure they don’t drop out of Google’s index, get dofollow/nofollow link ratio and check your backlink profile growth dynamics.
On the con side, SERanking has a limited backlink database – 2.7 billion, which is way less than Ahrefs can offer, for example.
SEO writing tools can help you boost your marketing efforts and make sure your content is fully optimized so it can rank on search engines.
SurferSEO is our favorite SEO writing tool. It’s easy to use and you can track your results in real time while writing.
It’s one of the best on-page SEO tools as it covers all elements that can help you rank on search engines.
The tool provides you with relevant keywords based on competitor analysis. Not only will you get a comprehensive list of keywords, but also suggestions on how many times you should use each keyword, to make your content rank on Google and avoid keyword stuffing.
You can track your content score as you write, and you get suggestions on things that could improve your score.
The score is based on different factors: content length, number of titles, number of paragraphs, keywords used, etc. I suggest opting for at least 70/100, but the higher the score the better.
You can also use it to generate content outlines, titles and questions for the FAQ section.
Outranking.io is a combination of an on-page SEO tool and an AI writer.
You can use Outranking.io to create content outlines and get detailed SEO content briefs that guide you through the content creation process step-by-step.
It’s based on the SERP analysis and it gives you suggestions on how to optimize your content in order to outrank your competitors. Some of the suggestions include: keywords, content length, title ideas and meta-description. It also offers support with internal linking.
If you don’t have a lot of time for writing, you can use its auto-complete feature. You start writing the sentence, and the tool will finish your sentence, based on NLP and machine learning.
ClearScope is a tool with a great interface and a lot of suggestions on how to improve your content.
Its approach is a bit different from SurferSEO and Outranking.io. Instead of analyzing your search engine competitors, ClearScope bases its suggestions on search intent.
It provides two key metrics: SEO and readability score. It helps you find the balance between optimizing your content for search engines and making sure that it’s engaging and easy to understand.
On the con side, ClearScope may be a bit pricey option, especially because it doesn’t offer some of the core features that the first two tools have like SERP analysis for example.
AI content writing tools can help you when you struggle with writer’s block because you can use them to generate ideas and content outlines. Some of them can also be used to enhance the content you’ve already created and make it more engaging
However, I wouldn’t encourage using AI tools for writing articles from scratch because they could be penalized on Google.
WriteSonic could be the most comprehensive AI writing tool as it offers templates for almost all types of text. It can be very useful when you need to generate different versions of text quickly to do A/B testing, for example, copy for ads or social media posts.
You can either use it for AI-assisted content creation (outlines, ideas, etc.) or you can let it write the whole text for you. In that case, it’s very important to enter detailed input and to thoroughly check the final version before publishing.
What’s more, you can create content in 24 different languages, which is great for software and SaaS companies that operate in different markets worldwide.
You can use it to:
Jasper can be used for writing a wide variety of text: blog posts, email campaigns, copy for ads and social media platforms, and so on.
While WriteSonic has more templates, Jasper is more flexible, it allows you to choose from multiple options and give a personal touch to your copy. However, some users said that they experience choice paralysis as there are too many options to choose from.
There’s also a great feature called Content improver. You can insert your existing content and rewrite it to make it more engaging.
Another thing that Jasper does so well is summarizing and expanding text. If you want to write a summary of a long blog post, you can get a quality summary in seconds. On the other hand, if you need to expand your text to meet a certain word count, Jasper can do it for you, in a way that sounds natural, without the fluff.
Jasper is available in 26 languages, which could save you money and time you’d spend on translating your content.
Copy.ai is another popular writing tool that can speed up your content creation process. It requires a bit more input than other tools but the final result is worth it.
First, you choose the type of text you want to create (blog post, email marketing campaign, ad).
Then, you should provide some context about your SaaS company and the product you sell.
Then, you have to write the main points you want to be covered.
Finally, choose the tone of voice and let the tool do the rest.
It’s less varied than WriteSonic and Jasper, but with detailed input, it can produce quality content aligned with your brand’s voice, especially when it comes to short forms of content.
At Quoleady, we sometimes use AI tools for rephrasing sentences or paragraphs to make them sound better and get a better flow. We never write entire articles with its help. All our articles are being checked with AI detector tools prior to sharing with our clients. I encourage you to stick to a similar strategy and use AI as good add-on rather than a base for your content production.
You have less than two seconds to catch your reader’s attention on Google. A great title can help you stand out from your competition and improve your CTR. Here are the tools we often use when it comes to putting together titles:
CoSchedule Headline Analyzer shows how strong your title is and what you can improve. The tool analyzes whether the title is clear and skimmable, whether it’s emotional, should it have more or fewer characters, etc.
It also gives you plenty of suggestions on words you could change to make the title even more effective.
And the best part is that this tool is completely free!
You can use this simple and free tool when you’re not sure which words should be capitalized. As you can see in the picture, you can adjust it to different writing formats.
Finally, here are a few tools to run your content through before publishing it.
Grammarly makes the editing process faster and much more efficient. It goes way beyond spell-checking and grammar-checking.
It improves the quality and clarity of the article, giving suggestions on how to make difficult sentences easier to read. And isn’t that the goal of SaaS content writing – making sure that everyone understands you?
If you have a team of copywriters, Grammarly ensures their writing stays on-brand and consistent, by using the same tone of voice.
Before publishing online content, you have to make sure that it’s unique because Google could penalize plagiarized content.
Copyscape is the most powerful tool for detecting plagiarism. You can use it not only to make sure that your content is original and prevent duplicate content on your website but also to check if any website has copied your content.
Pricing: $19.95 per month for up to 10 pages on your site, every additional page costs $1 per month
It’s 2023 and it’s ok to use the help of AI writing tools but you should never publish content that was entirely generated by AI, because Google could penalize you.
There are different AI checkers on the market, but we use the Content at Scale AI detector because it’s quick and reliable.
For now, AI content detection with this tool is free!
Now that you know which tools you can use, I suggest you check out our SaaS content marketing blog writing tips where I guide you through SaaS content creation, step-by-step.
To sum it up, here are the most important comarketing tools every SaaS business needs:
I hope this article helped you understand what each of the SaaS content marketing tools offers and how you can create one of the best SaaS content marketing blogs.
Choosing the right tool depends on many factors like the size of your team, your content strategy, whether you outsource some parts of content creation, etc.
Subscribing to all these SaaS marketing tools may seem like a lot, but investing in high-quality content is a strategy that always pays off in the long run.
If you need help with content creation or marketing strategy, book a free call and let us help!
As always, feel free to reach out to me on LinkedIn if you have any questions.
Let us know what you are looking to accomplish.
We’ll give you a clear direction of how to get there.
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