Olga MykhoparkinaNov 23, 2022
At Quoleady, we believe that content marketing is the most effective SaaS marketing strategy today and it’ll likely become even more important in 2023.
We’ve seen it in practice as we’ve helped dozens of clients generate leads via their blogs. Our SaaS content marketing services helped major SaaS companies such as Monday.com, PandaDoc, Expandi, GetVoip and many more.
Before I dive into SaaS content production, I’m inviting you to connect with me on LinkedIn.
If you ever have any questions about the SaaS content marketing blog, my team and I will be happy to help. You can also book a free consultation so we can go over your SaaS content marketing challenges together.
Today, I want to share the process, stages and best practices of SaaS content production, as well as some B2B SaaS content marketing tips that have worked for our clients time after time.
It could help you whether you’ve already started working on your content marketing plan for 2023 or you have no idea where to begin.
So, let’s start from the basics.
Producing content is the key element of the SaaS content marketing strategy. This strategy is based on creating and distributing relevant valuable content to your target audience.
In the case of SaaS companies, this usually means sharing educational content that explains to the audience how they can solve a particular problem that’s related to your product.
Content creation can have different goals, depending on the stage of the customer journey:
Before you start creating any piece of content, it’s important to ask yourself what you want to achieve with that article or your social media posts. When you know your goal, it’s much easier to create content and track its performance.
Everyone is talking about the importance of content marketing, but how can it actually benefit your SaaS business?
First, content marketing is one of the best and most affordable ways to generate leads. In this case study, you can discover how we helped our client RingBlaze generate 650 marketing-qualified leads with only 20 articles!
Also, consistently creating content will help you to build niche authority and establish your company as a leader in your industry.
Publishing high-quality content regularly has long-term effects on your SaaS brand and sales. Even if you don’t see results overnight, remember that content marketing efforts will add up and create a compound effect over time.
You want to start with publishing SaaS content but you’re afraid that you lack content production knowledge? Don’t worry, we’ve got you covered.
Here is where I would start:
I’ll show you how we produce SaaS content for our clients and I’ll walk you through our step-by-step process you can use as well.
Before you start, I want you to envision the bigger picture and think about how you want to position your SaaS product. Who is your target audience, what pain points are you solving for them, who are your competitors, etc.
That’s where the SaaS content marketing strategy comes in place. Your blog is a valuable resource of knowledge for your potential customers and you should decide which keywords you want to rank for to help them find you.
At Quoleady, we prefer high-intent strategies as they bring the most ROI. We advise our clients to focus on keywords showing that the person is looking for a solution and is ready to purchase.
Check out my article on Zapier blog to learn more about 3 SaaS content marketing strategies that have worked great for our clients.
Now, it’s time to choose what topics you want to cover on your blog. First, I’d study the market and check the websites of your competitors to see what they are writing about.
The idea here is not to copy their topics but to understand what people are interested in reading about and what are the most popular topics in your industry.
When you work on keyword research, get into your customers’ shoes and think about the phrases they could google when they’re searching for a tool like yours. Think about all the combinations that include tool type and other keywords.
You can also use Google predictions to find the most common results and get inspired. Use Ahrefs ‘content gap’ and ‘matching terms’ reports to get even more keyword ideas.
Once you have a list of different keywords, tap into Ahrefs keyword analyzer to check their search volume and keyword difficulty. Aim for the best balance of the high search volume and low keyword difficulty.
But here’s one thing that made the biggest difference for our clients:
Search intent! I’d first focus on high-intent keywords as they have the highest conversion rate.
Here are some high-intent articles that generated the most leads for our clients:
Before writing the article, you first have to write a detailed brief for a copywriter that’s doing SaaS content writing for your product. You have to make sure that everyone reading your brief understands who is your target audience and what you want to achieve with your SaaS content.
Here are the topics I’d suggest including in your brief:
You can check an excerpt example from the brief we wrote for one SaaS company:
When it comes to content creation, the most important thing is to make your content useful and really valuable for your target audience. The content should be helpful, answering their questions and helping them solve problems.
Don’t be afraid of sharing your knowledge with your audience. The more value you can provide for them, the more clients you’ll eventually get. That’s the beauty of content marketing.
Do not overcomplicate things, make it easy to read by using casual everyday language and simple words. Remember that we’re writing for people, but optimizing for SEO. The goal is to find the balance between a well-written article and keywords that will help you rank on Google.
Finally, don’t forget to add a call to action, that will move your leads further down your sales funnel.
High-quality content can bring you new leads for years, but it doesn’t mean that once you publish the article your work is finished.
If you want to stay on the top of search engines, you have to update your article regularly. That’s what your competitors are doing, especially in the SaaS industry where there is a lot of competition.
The good news is that updating articles is not difficult, you just have to remember to do it regularly, as we do it for our clients.
So, what should you pay attention to?
Backlinks are still a very important ranking factor when it comes to search engine optimization. But, let me make this clear: backlinks won’t help you much if you haven’t polished your articles first.
So the first step is to revise your articles and update them if needed. Only then we can talk about backlinks.
I’ve written a detailed guide on how to choose websites to build backlinks to your blog that you may want to check out before creating your content strategy.
But here are the most important factors to look for when choosing a platform for link building:
Since we’re talking about links, don’t forget about the power of internal links for a SaaS blog. They’re one of the best ways to boost organic traffic to your blog content.
Bonus tip to boost the number of visits to your newly published blog post:
Go to your older blog posts that are already ranking on Google and have a lot of visits and insert a link to your latest post. That way, you can send organic traffic from your old posts to your new blog posts, for free.
You can add internal links while updating your older articles. Get into the habit of doing it regularly and you’ll soon reap the benefits of this strategy.
There are a lot of tools and apps that can help you in the SaaS content creation process. If you don’t have time to read reviews and compare different tools, you can steal the tools we use at Quoleady. Here is a list of our favorites:
A successful SaaS content marketing strategy requires high-quality blog posts. That’s where great SaaS copywriters come into place. However, quality writing is not enough as there’s a lot going on behind the scenes of every SaaS blog you see on the first page of Google.
I’ll now talk more about the different roles and tools we use for managing content production.
Here’s how pretty much every other SaaS content marketing team looks like:
If this seems like a lot, you can always outsource part of the work and hire a SaaS content marketing agency to create content for you. Feel free to book a free call and let’s talk about how we can help you!
Choosing the right tool for organizing the work is crucial, especially if you have team members that are working remotely.
At Quoleady, we use Notion Kanban boards to manage the content creation process from the beginning to the end. I like Notion because it’s clear and easy to use, you can manage multiple projects and collaborate with other team members.
But there are other tools you can try, for example, Asana or CoSchedule. It depends on the size of your team, the number of projects you work on, and so on.
If you want to generate leads quickly, I’d suggest you focus your content marketing efforts on writing high-intent articles.
Here are examples of three types of articles that generate dozens of leads every month for our clients:
People looking for an alternative to an app are people that are most likely serious about purchasing. They’re probably not satisfied with the current solution they have and they’re ready to switch. That’s your chance to showcase your SaaS product as a better alternative to the one they’re not satisfied with.
That’s what we did in this article, we helped our client FullSession to position themselves as the best alternative to HotJar. You may want to check a detailed case study explaining how we helped them get more than 500 leads with only 16 articles.
For our client Expandi, a Linkedin automation tool, we wrote an article on the top 10 Linkedin automation tools, positioning them as the best option. The article is currently ranking #1 on search engines for that keyword.
3. Product led article
Product led articles are those showcasing different features of your SaaS product and explaining to people how they can get the most out of it. Here’s an example of the product led article we created for PandaDoc, software for creating and managing online documents.
I hope that this article inspired you to get started with your SaaS content strategy for the year that’s coming.
If you haven’t started yet, it’s not too late, but don’t forget that your competitors are working hard on creating content and search optimization.
The competition in the SaaS industry is real and most companies and startups are hiring SaaS content marketing agencies for help.
If you’re thinking of hiring someone to create SaaS content for you, book a free call and let’s see how we can help you grow!
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.
All consultations are free 🔥