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Content Marketing for Software as a Service (SaaS) in 2020

Aakash Jain Jul 3, 2020
A robust SaaS promotion strategy comprises use of influential marketing content in addition to building an efficient software.
Promoting SaaS is a challenging and exciting task as you have to sell something that is not tangible. Hence, devising a solid SaaS content marketing strategy is a must.

The content should be intelligible, helping the user know about the product and easily move him through the sales funnel.

Be Niche-specific

Identify the niche where you want to sell the software, i.e., the bracket of small, or large-scale businesses. Do your research extensively.

Target competitor keywords and focus on its search volume. Create compelling content that makes the customers realize you are a brand to watch out for and how your software could fix their pain points.

Create an Impact

Influence with blogs, guides, short videos, events, advertisements for recognition. Create content that lets you stand ahead of the competition.

Write original content, to gain trust. On your landing page, have strong CTAs to attract the customer.

User-Friendly Content

As majority of people use smartphones, mobile focused content will always be a win-win situation.

With better user-experience, compelling content can generate a lot of leads, and also give you a chance to stay ahead of the competition. Introduce CTAs like demos, subscription, free-trials, forms to optimize conversion.

Expand Your Reach

In every stage of SaaS marketing, social media is inevitable. It gives you a platform to gain visibility by providing information about product, to promote with engaging content and invite customers as leads, to give details about brand interaction and customer satisfaction, to answer their queries, collect feedback, and eventually reap profits.
Email is still an important way to connect with customers. Through great and updated content in newsletters, invitation mails to events, you can build the trust and bring them closer to your software.

Gate your content with forms, so that sign-up is their next destination. Host Q&A sessions, live chats, webinars, press releases and generate leads.

Keep It Interactive

Offer free-trials to get them closer to your product. Keep the sign-up process simple. Personalize your interactions with them.

Talk about pricing, features and paid upgrade options, eloquently, so that they know they are going for the right product. You can include demos, and datasheets to ease their process and simplify their decision of converting.
While they are engaged in free-trial of the product, keep notifying them about the importance of proceeding further. The sales strategy should also be value-driven such that the compelling content you create during this period is worth.

Use case-studies for their clarity, and infographics for showing the success stories.
After they convert and become your customer, make sure they get what they have asked for. So, content still plays a major role.

Create guides, focusing on the features, its structure. Regular content update is necessary. Make reports based on the customer data, collect feedback from them, and retain them as far as possible.

Adopt New Ways

Implementing storytelling as SaaS content marketing strategy can prove to be beneficial when it comes to conversion. Promote your product with narratives. Add emotions in your blogs as it is an influential force.

Adorn the content with visual elements like images, infographics. Customers will feel a personal connect with the product, in the entire journey.
Stories help you gain recognition, and increase your rankings. With interactive storytelling, people will become a part of the buying process, which will pique the desire of wanting more.

Stories get shared on social media platforms in no time. It brings a fresh deviation from traditional pitching procedure.
With Stories, you can get more leads and subscribers. And Visual Stories is the perfect platform to create crisp, concise, visually engaging Stories with minimal efforts. These Stories are in the AMP format, the modern content format of storytelling.
The Web Stories (previously known as AMP Stories) developed using the builder are fast-loading, search engine friendly and shareable on the Web. They are visually rich and mobile focused. These Stories also rank better in user engagement metrics. Promoting your SaaS content in this format will fetch you better ROI and cement your place in the industry.