When selling a SaaS product, you might come at it from the point of view that you don’t necessarily need to spend a lot of time creating content and that the product will speak for itself. However, because you are likely selling a service that requires some nurturing of potential customers, you want to make sure that your content strategy reflects this.
Here are some reasons why you likely need to invest in content marketing as a SaaS business.
You might be dealing with customers who don’t know what exactly they need and how you can help them. Your product might not always the most intuitive, either, which means that you have to be able to provide some references for your clients to learn about what you can do for them. This is where having a blog that can provide information can be incredibly helpful and can help them make a purchasing decision when it comes to your software. You might also want to offer white papers or other resources, as well.
Stand out from the competition
You are going to make a big impact and really separate yourself from the competition if you are able to provide help to your customers. If they land on your site and see that you have more content around your topic than your competitors do, they are going to be more likely to choose you. This also goes for when you have a comprehensive social media strategy. You can choose to cover some of the same topics on your blog, or you can cater it to who is more likely to find you on certain channels.
As a SaaS company, you are also likely to want to make an effort to build your brand as a solution. SaaS content marketing can be helpful in this regard because it shows that you really know your topic and exactly what your customers are going through when they look to you. Brand building can take some time, but it’s much easier when you have content that can support you and that you can share with others when you need to. Investing in content marketing is an easy way to show that you know what you are talking about when it comes to your topic.
When you are involved in a PR strategy, you are likely going to need to provide resources to the different media companies that would be wiling to feature you. A dedicated blog post or an included infographic can be one of the best ways to get the word out there on other channels. The more information you can offer journalists, the more likely they will choose to feature you over others who offer a similar service.
It can be difficult for almost any business to succeed in this day and age without making an effort to provide quality content. With this in mind, you will want to come up with a strategy that makes sense for your business and your clientele.