A quick and dirty guide to SaaS content marketing

We all know it : it’s not the best product the one that wins; products have to be of course good enough, but at the end of the day the business model will be making the difference each and every time.

A vital part of the business model is the way that your SaaS will acquire customers. Evidently, you need to be able to make the right people aware of your solution in a manner that your completely unknown product will be perceived both as relevant and trusted, making them to seriously consider buying it.

So, how do you do all this?

Here are some key steps:

• You understand your audience. What they care for, what they search for in relation to your SaaS platform. Typically this includes a least of ‘pains’ felt by the prospective customers and an understanding of the customers’ terminology — which might be quite different from your own one.
• You prepare quality and SEO-optimized content that meets their needs above. Typical content items will include blog posts and the so-called long-form pages, which address the reading needs of both the human and the machine reader.
• If you do those two steps well, visitors most likely will start popping up just out of organic search.
• Then you do ‘content promotion’, making sure that your content will appear to the right places (such as other relevant web sites), in the right form and the right context — hopefully with a back-link to your SaaS homepage.
• Last, you also do some ‘boosting’ of your content, which is paid advertising of your content items on popular media such as LinkedIn, Facebook, Instagram, Twitter, anything.
• ... and then, if you’ve done all this correctly, visitors will start coming to your web site
• Once they start coming (and of course in every sprint you keep re-visiting all of the work above in order to improve the quantity and quality of visitors — Build-Measure-Learn works for content marketing too) you need to have certain calls to action for them and you start measuring conversion.

Again, in every sprint you improve both the design and UI/UX elements, the content and the services themselves to improve conversions.

This is more or less a brutally brief description of how SaaS marketing works, from a practitioner’s point of view.

Interested in learning more? Please reach out to the Starttech Ventures’ lean acceleration team at www.starttech.vc