Updated: May 7
If you're reading this, chances are you're a SaaS company struggling with a failing content marketing strategy. Don't worry – you're not alone. With the cutthroat competition in the industry, it's easy to feel overwhelmed and lost in the sea of content. The good news is that there are concrete steps you can take to turn things around.
First, let's make sure we understand what's not working.
Maybe your content is not reaching the right audience, or it's not driving enough conversions. Perhaps you're just creating content for the sake of creating content, without a well-defined strategy. Whatever the case may be, the key to success lies in identifying your ideal customer profile (ICP), creating targeted content for unique use cases, and focusing on bottom-of-the-funnel (BoFu) keywords.
We'll explore topics like staying up-to-date with the latest social trends, creating exhaustive pillar content, balancing thought leadership with SEO content, finding promotional partners while creating content, and building high-quality links.
By implementing these seven steps, you can improve your SaaS content strategy, increase conversions, and ultimately drive revenue growth. Whether you're a small startup or an established enterprise, these tactics will help you stay ahead of the game and succeed in an increasingly competitive landscape. So without further ado, let's dive in!
Step 1: Address Common ICP Requests from Your Customer Support Team
The first step to improving a failing SaaS content strategy is to address common ICP (Ideal Customer Profile) requests. And there's no better place to find them than you customer support team.
Your customer support team is a gold mine of unique problems, unsolved queries, and commonly occurring issues. They're on the front lines, interacting with customers every day, and they have a wealth of information about what your customers are looking for.
When potential customers looking for a solution to their problems land on your content, they're expecting solutions faster. While you may use deceptive titles, SEO tactics and generic content to get them to open your article, the content you've written decides the final verdict. The only way you can effectively write precise content and address precise queries is when you talk with your customer support team.
For instance, if your support team commonly receives questions about how to use a specific feature in your product to tackle an ongoing issue, you can create a video tutorial or a step-by-step guide that walks users through the process. This could be in the form of a blog post or a YouTube video that is easily accessible to your customers.
Assume you're selling a social media management tool, your ICP may be small businesses who struggle with managing multiple social media accounts. Creating content that demonstrates how to improve their social media handling, while showcasing how your tool can save time in process, will certainly lead to more conversions.
Another strategy is to create a topic cluster based on related questions to improve your domain's topical authority. This means grouping together different questions and creating one in-depth blog post that comprehensively addresses them all. This will not only help to rank your content higher in search engines, but will also showcase your expertise in the industry and lead to gaining better off-page links.
Additionally, creating content that showcases customer success stories is a powerful way to drive engagement and attract new customers. Highlight how your product has solved specific pain points for your customers and how it has improved their overall business operations. This type of content helps potential customers see the value of your product and how it could benefit their own business.
Step 2: Target Use Cases Unique to Your Product
One of the most effective ways to improve your SaaS content strategy is to target use cases unique to your product. This means creating content that highlights the specific benefits of your product and how it can solve specific problems for your target audience.
Take, for example, a project management tool. Rather than creating generic content about the benefits of project management, you could focus on the specific ways your tool can improve team collaboration and increase productivity.
This approach allows you to differentiate yourself from competitors by highlighting the unique value of your product. It also helps you create content that is more targeted and relevant to your audience, which can lead to higher engagement and better results.
But how do you go about identifying and targeting these use cases? The first step is to really understand your product and how it is used by your customers. This means talking to your users, conducting surveys and analyzing data to uncover common pain points and challenges.
Once you have a good understanding of your users and their needs, you can start creating content that addresses these specific problems. For example, you could create a case study about how one of your customers used your project management tool to streamline their team's workflows and increase productivity.
Of course, targeted content is just one piece of the puzzle when it comes to effective content strategy. You also need to consider factors like keyword research, search engine optimization and social media promotion to ensure that your content is reaching the right people at the right time.
Which brings us to the next step...
Step 3: Concentrate on Bottom of the Funnel (BoFu) Keywords
When it comes to improving your SaaS content strategy, one critical step that you must take is to concentrate on the bottom of the funnel (BoFu) keywords. These are the keywords that are more specific and are typically used by prospects who are closer to making a purchase decision.
By targeting BoFu keywords, you can attract high-intent traffic to your content and increase the likelihood of converting those visitors into paying customers. This is because these keywords are indicative of a potential customer's search intent, and by addressing their specific needs through your content, you can establish your brand as a trusted source of information.
For instance, if you offer a CRM (Customer Relationship Management) tool, you might target BoFu keywords such as "CRM software pricing," "best CRM software," or "CRM software for small businesses." By doing so, you increase the chances of converting prospects into paying customers because you are addressing their specific concerns or requirements.
In addition, by targeting BoFu keywords, you can also improve the quality of your leads. This is because by addressing their specific needs, you are attracting prospects who are more likely to be a good fit for your product or service. These are the people who are actively seeking a solution to their problem, and by offering them the solution they need, you increase the chances of converting them into loyal customers.
So, how do you identify BoFu keywords? One way is to use keyword research tools like Keyword Tool, Ahrefs, Semrush, or Majestic. These tools can help you find relevant keywords that are specific to your business and industry.
Another way is to analyze the search queries that are bringing visitors to your website. You can use Google Search Console and Google Analytics to find this information. This will give you an idea of the type of content that is resonating with your audience and the keywords that they are using to find your website.
Step 4: Find Time to Address Latest Social Trends in Your Industry
Staying up-to-date with the latest social trends in your industry is critical to improving your SaaS content strategy. This means finding time to research and create content that addresses the latest trends and news in your industry.
For example, if you offer a cybersecurity product, you can create content that addresses the latest threats and vulnerabilities that businesses need to be aware of. By addressing the latest social trends in your industry, you can demonstrate thought leadership and position yourself as an authority in your field.
Leveraging tools like Google News, Trends, or Buzzsumo can help you to identify trending topics in your industry. Analyzing social media trends and viral content can help you to stay up to date with the latest news and current events. This, in turn, will enable you to create timely and relevant content that resonates with your target audience.
It's crucial to remember that addressing the latest social trends is not a one-time event. You need to stay informed and maintain ongoing research to stay up to date. This requires a commitment of time and resources, but the payoff is worth it.
Step 5: Create Exhaustive Pillar Contents
Pillar content is a type of content that provides comprehensive information on a specific topic. It typically includes a mix of text, images, videos, and other media formats. Creating exhaustive pillar content is a critical step in improving your SaaS content strategy.
To create pillar content, the first step is to identify a topic that is relevant to your business and your audience. For example, suppose you offer a marketing automation tool. In that case, you could create a pillar content that provides a comprehensive guide on how to create an effective marketing automation strategy.
This guide would need to be exhaustive and cover all aspects of marketing automation, including the benefits of automation, the different types of automation, and how to implement an automation strategy effectively.
Once you've identified your topic, you can then break it down into subtopics and create individual blog posts or articles that cover each subtopic in-depth. These posts should offer value to your target audience and provide valuable insights into the topic you're covering. For example, if your pillar content is about marketing automation, your subtopics might include email automation, social media automation, and lead nurturing.
When creating your individual blog posts or articles, ensure you use relevant keywords and phrases to optimize them for search engines. This will help increase visibility and attract more organic traffic to your website. Additionally, each post should include internal links to other posts in your pillar content series. This internal linking helps to create a cohesive content experience for your readers and helps to establish your authority in the subject area.
One of the biggest advantages of pillar content is that it can drive long-term organic traffic to your website. By providing comprehensive, high-quality information on a topic, you can attract visitors who are interested in the subject matter and keep them on your website longer. This can improve your website's performance and improve your search engine rankings over time.
Step 6: Balance Between Thought Leadership & SEO Content
Balancing thought leadership and SEO content is another critical step in improving your SaaS content strategy. Thought leadership content focuses on providing insights and perspectives on industry trends and topics, while SEO content focuses on optimizing your content for search engines.
Thought leadership content positions your brand as a leader in your industry. Through this content, you can showcase your expertise and share insights on industry trends, best practices, and groundbreaking ideas. This type of content helps to build brand awareness, increase credibility, and ultimately drive sales by establishing trust with your audience. However, thought leadership content is not always optimized for search engines. Without the proper optimization, it's unlikely that your articles will be found by people actively searching for topics related to your industry.
SEO content optimization, on the other hand, helps to improve the visibility of your content on search engines. It involves using keyword research and on-page optimization to increase the chances of ranking higher on SERP. The goal of SEO content is to improve the quantity and quality of traffic to your website. However, producing content solely for SEO purposes can lead to a lack of value for your audience. This can negatively impact your brand and its reputation.
To strike a balance between the two, consider creating a content calendar that includes both thought leadership and SEO content. This will ensure that you are providing value to your target audience while also ranking higher in search engine results pages (SERP).
A strategy that focuses solely on one aspect can lead to missed opportunities in the other. By incorporating both aspects into your strategy, you can create content that is informative, thought-provoking, and highly visible.
One way to do this is to focus on producing thought leadership content that is optimized for search engines. Use keywords strategically in your content and also incorporate them into your headlines and meta descriptions. This improves the chances of your content being found by people actively searching for topics related to your industry while also providing valuable insights and thought leadership to your audience.
Another way to strike a balance between the two is to leverage social media channels like Reddit, Quora, and Twitter. These platforms allow you to engage with people in your industry and find out what they are talking about. This helps you to not only stay up-to-date with industry trends but also to produce content that is relevant to your audience's interests.
Step 7: Find Promotional Partners While Creating Content
A lot of content managers and strategists wait until the content goes live to find promotional opportunities for their content. It may sometimes be too late. So, finding promotional partners while creating content is another critical step in improving your SaaS content strategy.
Promotional partners can help you amplify the reach of your content and drive traffic to your website. To find promotional partners, consider reaching out to industry influencers, guest posting on relevant blogs, or collaborating with other businesses in your industry. By finding promotional partners while creating content, you can increase the visibility of your content and drive more traffic to your website.
For example, if you have a marketing automation tool, you could reach out to a marketing agency that specializes in your target industry and collaborate on a joint webinar or blog post. This can help to increase the reach and visibility of your content to a wider audience.
Step 8: Improve the Quality of Links You Build
Finally, improving the quality of links you build is critical to improving your SaaS content strategy. High-quality links from authoritative websites can improve your website's search engine rankings and drive more organic traffic to your website.
One way to improve the quality of links you build is by focusing on high-authority websites within your industry. That means finding lucrative link building opportunities in well-established websites that already have a significant following.
Two excellent tools for link prospecting are Ahrefs and Moz. They allow you to conduct advanced research to identify high-quality link building opportunities within your niche. With Ahrefs, you can track your backlink profile and monitor your competitors' link building activities. Moz, on the other hand, helps you improve your search engine rankings by analyzing your on-page content and providing valuable insights.
Apply These Steps To Make a Difference to Your SaaS Content Strategy
Improving a failing SaaS content strategy is not an overnight process, but a long-term commitment to understanding your customers' pain points, creating valuable content that addresses their needs, and promoting it effectively.
By following these steps, you can revamp your SaaS content strategy, increase your visibility and authority in your industry, drive long-term organic traffic to your website, and ultimately achieve long-term success. Remember to regularly monitor and analyze your content strategy to ensure that it continues to align with your business goals and target audience needs.