We work with clients from different industries, monitor industry trends, and understand how leading brands leverage content marketing to thrive worldwide. Over the years, we’ve adopted creative and data-driven content marketing strategies to boost our services and stay ahead of the competition.
If you visit our blog, for instance, you’ll find marketing trends, tips, how-tos, and branding wisdom to help grow your business. This is one of many content marketing strategies we leverage to grow our agency. Content marketing works for every business, from SaaS and e-commerce to manufacturing and services. Today, we focus on how SaaS businesses can leverage content marketing for growth.
Why Does a SaaS Company Need a Content Marketing Strategy?
To gain trust
Creating data-driven content is one of the best content marketing strategies for SaaS companies. Data-driven content is a type of content that is confirmed to be relevant and useful enough to help customers and prospects solve issues in their work. These forms of content can establish you as a thought leader in your industry, showcase that your tools do work as you say, and, in turn, build customers’ trust.
Educate users
Content marketing is the best way to educate your users to understand better how your products can benefit their businesses. Great content can teach users how to use your tools and make the best of it. As the creator, you understand every useful feature and how to implement it for optimal performance. It is, therefore, important for you to create content that showcases the best way to use your product so that existing customers can derive real value from their investment. In addition, potential customers can also see the real value of your tool and are moved to make a purchase.
Raise Brand Awareness
Content marketing can tremendously boost your brand awareness. Many powerful brands use SaaS content marketing to scale their businesses and dominate their niches. From Kissmetrics and Moz to Shopify and HubSpot, these companies create informative content while delivering strong value to end users. If your content helps your customers solve problems and achieve goals, your repository becomes a go-to place for knowledge acquisition, increasing your visibility on search engines and among users in general.
Drive conversions
The potential of your conversion rate is determined by the value proposition, making it a very important conversion factor. One of the best ways to communicate your value proposition is to know what your customers want and address their needs, create something memorable, and put your value proposition everywhere. Through effective content marketing, you can describe the problem you solve, the solution you offer, and the outcome you deliver in a way that converts visitors into customers.
Generate revenue
The end result of effective marketing is revenue generation. Effective content marketing can turn a potential customer into a paying one!
Best Content Marketing Strategies for a SaaS Business
The SaaS market is predicted to surpass $247 billion in revenue globally by 2025, making it an attractive venture for many entrepreneurs. However, building an exciting tool that no one knows will keep your bank account away from the figure above. Here are four ways you can use content marketing to reach potential customers and gain desirable market share:
1. Create Data-Driven Content
As a SaaS business owner, you need to provide relevant and useful content to customers and prospects to help them solve issues in their work (B2B content) or personal lives (B2C content). The best way to approach this is to base your content on data obtained from customer profiles, audience analysis, and keyword research. This will help you to target an audience who will buy a tool or product. In addition, share a mix of hands-on tutorials, inspiring user stories, and deep dives into creative expertise. This will promote user engagement, knowledge sharing, and mutual support, further strengthening brand loyalty and creating a positive ecosystem around your brand.
2. Provide Guidance and Inspiration for Your Audience
As a SaaS agency, your content marketing strategy should also focus on providing guidance and inspiration to people who use your services or potential customers. This is how legacy brands remain at the top of their industries. Take Adobe, for instance; they create content that caters to its two primary target audiences—businesses and creative artists. Their blogs on how to use their products, including Photoshop and Lightroom, teach users how to create magic with these products. They use this to attract designers and developers. Then, their content on marketing and branding offers marketing and branding tips to attract agencies and businesses that need their products. So, beyond offering creative tools as a SaaS company, you need to deliver creative content to add value to your customers and potential users.
3. Connect with Your Audience
Content marketing is a strategy that can connect you to your audience meaningfully and powerfully. Say you offer a creative tool as a business; you can combine informative content and community engagement to connect with creatives worldwide. An example is what we do for businesses here at Pandora; through storytelling, we share the words about the positive impacts they make via CSR initiatives. These stories resonate with audiences and generate genuine engagement.
4. Build a Community
There are different ways to build a community around your brand. One is to feature a community of your own. Maybe you run a creative software company, as mentioned earlier; you can feature your own creatives, showing behind-the-scenes of what it’s like to work in your organisation and the practical way to use your tools. Next and very importantly, feature your audience in your content. This is the best way to tell them you listen and understand them. An example of this is customer spotlights through interviews, testimonials, user-generated content, and other customer-focused initiatives.
Key Takeaways
If you’re looking to leverage content marketing to grow your brand, the necessary strategies to deploy are data-driven content, inspirational and how-to content, and content that showcases your positive social impact and builds a community of loyal customers.
If you enjoyed this article, you can check out our next post on content marketing agency services in Nigeria to learn about various content marketing services and how to get the best agency to guide you through your content marketing journey.
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