How can you create a content marketing plan for a SaaS company?

To create a content marketing plan for a SaaS company, start by understanding your target audience. Identify their pain points and create valuable content that addresses those challenges. Use a mix of blog posts, videos, and case studies to showcase your expertise. Leverage social media platforms to promote your content and engage with your audience. Measure the success of your plan through metrics like website traffic, leads generated, and conversion rates. For example, a SaaS company in India could create content around how their software simplifies tax filing for small businesses. Need help with your digital marketing strategy? Contact us at +918860220103 to take your business to the next level.

Initiating a marketing strategy for SaaS requires first identifying whether the target audience is B2B or B2C. For services priced over $1,000 annually, focusing on the B2B sector and leveraging LinkedIn for promotion is optimal. Conversely, offerings under $1,000 align better with B2C, benefiting from promotion across diverse social media platforms and Google. Effective pricing is key in SaaS marketing, ensuring consistent reach to the most suitable and cost-efficient audience.

This step is crucial. Often times SaaS businesses will have a general idea of their audience, but getting as specific as possible here really helps. Build that avatar and really sync up with your audience to better understand their needs, pains, and motivations. This will be priceless when it comes time to convert.

It's likely other teams (such as product or product marketing) have great insights into customer research that can be helpful for crafting a compelling content strategy. Leverage existing research and insights to ensure your content resonates with your intended audience.

Two dimensions of this which need to be thought about: (1) there is obvious content which can be identified by keyword volume and what content your direct competitors have created. This is a no-brainer to include in your content strategy. (2) the non-obvious content is things that your buyer persona wants to learn, or is important to them, but is not so easily identified from search / competitor research. Defining this content comes from deep understanding of the buyer journey and also buyer motivations leading to a sale.

List your title, topic, format, and engagement metrics of your existing content. Do the same for your key competitors. Then start to map our the coverage of topics across the ecosystem to understand if there is a content gap - an opportunity you might be able to leverage!

With any great content marketing plan, it's important to outline and document the actual content creation aspect as well as how and where it will be distributed. You can have the greatest content out there, but if it's not properly organized and distributed on the appropriate channels, it likely will not be effective. I love using tools like Airtable, or monday.com for planning and collaboration. Also, it's easier to assign tasks, keep open communication, stay organized, and meet deadlines on a collaborative platform.

Start with the objective of the content. Think through the desired outcome and the buyer persona you are targeting to create content that will add value and move the buyer one step further with your business. Consider a mix of distribution channels to meet your buyers where they are. Set-up campaign benchmarks, tracking, and analytics to measure performance. I like to use tools like Wynter to make sure the messages or content resonate with the audience as intended. Trello or AirTable are great for campaign planning across channels and keeping deliverables organized across the marketing team.

Content marketing for saas is a central channel, but not the only channel. Look at areas where other channels are reaching customers, especially paid marketing. Use content marketing to cover topics and parts of the buyer journey which are not cost effective to reach through other channels.