8 August 2017

SaaS Customers: 5 Steps for Creating a Content Strategy that Gets Their Attention

If you want to thrive in the competitive SaaS market, you need to have a strong content marketing strategy that gets the attention of your SaaS customers and prospects.

And in today’s online market where inbound marketing is the most powerful way to pull users in, you can’t just rely on having a visually appealing website. Prospects and leads care more about substance, and less about flashy visuals.

What does this mean for your SaaS company? It means that you need to get serious about creating a strategy that takes your content marketing to the next level. But where do you start?

In this article, you’ll get a step-by-step guide on how to improve your content strategy so you can grab the attention of your SaaS customers and prospects. Let’s jump in:

Step 1: Know your competition well

There is so much content on the web that your potential SaaS customers are already overwhelmed. If you’re going to get their attention, it’s going to have to be with something of great value. How do you make intentional content that does just that?

Research your SaaS competitors and see what kind of content they are producing. What kind of topics do they write about? What kind of pain points are they addressing? Does the content resonate with your target audience?

Figure out the gaps that your competitors aren’t addressing. If you can give readers exactly what they are looking for AND no one else is providing that information, you’ll stand out immediately.

Find out how to conduct a competitive gap analysis for SaaS.

Step 2: Get inside your SaaS customer’s head

Collect the data you need to gain a deep understanding of your target audience by sending out a questionnaire to your current SaaS customers or a survey to prospective SaaS customers. Ideally, you’ll sit down and interview 5 to 10 of your current customers to really get to the heart of the matter. I interviewed one of my favourite SaaS customers last week and got some very valuable insights for my content marketing strategy.

During this process of reaching out to your customers and prospects, you’ll want to pay close attention to what language they use, what pain they point out and what they aspire to. By uncovering what resonates with them, you can lock down the best keywords to use in your SEO practices, and what topics you might want to cover when creating content. The better you can connect with your SaaS prospects, the more likely they’ll be to engage with your content in a positive way.

Step 3: Make a plan for your content

Once you’re satisfied with the quality and quantity of your research, it’s time to move into making a plan for how you’re going to optimize your content marketing initiatives. Identify your tone, key content themes, how often you want to create said content, and which channels you’ll use to distribute your content once it’s ready to be shared.

It’s important to stay consistent, from your choice of tone to the amount of content you’re creating. Readers like sources they can trust to answer their burning questions, while also managing their expectations.

Learn about 5 impactful content strategies for SaaS customer marketing.

Step 4: Create and share your content

Meet your goals by ensuring you’ve chosen a topic your SaaS customer truly cares about. Take a moment to ask yourself, “Why am I really writing this content?”

With the customer research and keywords you uncovered in Step 2, you can dive into creating your content with optimization in mind. The keywords you discovered will translate directly into optimizing your content for powerful SEO.

Each and every post should have a call to action. This is important as it tells the reader what they should do next. When creating a call to action, remember that you’re creating a journey for the reader. The place that you send them to has to be relevant and helpful.

Step 5: Figure out how to efficiently distribute your content

To figure out the best plan of attack for distributing your content, you’ll want to analyze your existing data closely. You need to know which channels of communication (website, blog, social media, etc.) have been most effective for reaching your particular audience, and which content is performing best of all. By monitoring these trends, you’ll find out important information about your SaaS customer. Your audience might not always tell you directly what they like and don’t like, but their behaviour and content consumption online certainly will.

Looking at your current content marketing strategy, what are a few areas you really want to improve? Comment below and let me know how you intend to do it.

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Emily Amos
Emily Amos

Emily leads teams in creating strong content marketing strategies and relevant, valuable content that cuts through the noise and lifts your company to a position of authority.

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