The past couple of years have seen a significant shift in the way successful SaaS brands method marketing.
With rapidly transforming consumer behavior caused by a global pandemic coupled with the developing popularity of cloud providers ( predicted to achieve $123 billion in consumer spending in 2021), marketers are usually constantly searching for new strategies that will help them meet their particular goals. And, it turns out that will content marketing is more appropriate in 2021 than ever.
But the thing is, more and more companies are investing in content. According to Semrush, 84% of companies employed a content marketing strategy in 2020 (compared to 77% within 2019). Even more, only 33% of brands reduced their content marketing spend in 2020 due to Covid-19-related budget cuts.
Supply: semrush. com
Being mindful of this, it comes as no surprise that for content marketing to work for SaaS, it needs to be executed expertly. Fortunately, the next SaaS-specific content marketing strategies are sure to bring results in 2021 and beyond. Read on to find out all about them.
Setting Up Goals & Metrics
One of the elementary aspects of accumulating your SaaS business to achieve your goals is having a clearly defined group of goals that you want to achieve. And, when you’ ve arranged those targets, the best way to check out whether you’ re for the right path is to constantly monitor your progress.
Therefore , it’ s only organic that your first step in developing a SaaS content marketing strategy in 2021 needs to be a setup process for relevant targets and metrics.
When investing in content, you’ re dealing with the benefit of having a versatile online marketing strategy that allows you to address several different goals (and audience segments) at the same time. So , you can continuously work to do all of the following:
- Boost organic traffic to your website by producing relevant SEO-oriented content that rates high on SERPs.
- Invest in branding plus increase brand recognition among SaaS users in the top and middle stages of the sales channel to create high-quality leads you can foster into paying customers.
- Build relationships and community to use non-intrusive marketing strategies, which rely on brand authority and expertise.
- Boost customer lifetime worth by minimizing churn rates and prolonging agreement lengths.
To know whether you’ re doing some of these, you have to determine the relevant metrics for your goals.
These can be anything, from traffic volume and source to bounces, page views, average session duration, backlinks, plus conversion rates. What matters is that you’ re consistent regarding keeping an eye on them and actually use the data to improve your content marketing efforts.
Develop Content for All Stages of the Customer Journey
The one thing that’ h true about all articles marketing is that one dimension does not suit all.
Even if you’ re just starting your business and have no customers, you’ve kept to consider that your potential buyers won’ t all be in exactly the same stage of their buying journey (or even be looking for the similar features).
Sure, some people will just be figuring out that there’ s such a thing like a piece of software that could meet their own needs. But others will certainly already have used similar products and might be looking for alternatives. Because of this, you need to come up with a content online marketing strategy that serves different target audience segments and different consumer discomfort points.
- The first example is designed to educate newbies on the subject of email automation. It’ s meant for consumers who are still at the top of the sales funnel and are just starting their journey.
- The second article is written for people looking to use data analysis for their business but still aren’ t familiar with all the details associated with storing the collected data. These people populate the mid-funnel position and are closer to making a purchase.
Supply: mozartdata. com
Now, you may be wondering: how do I know what topics to cover if I want to produce content for all phases of the customer journey. Nicely, the best answer to that is to undertake thorough keyword research.
Generally, the broader the particular keyword is, the more it will probably be geared towards consumers in the awareness stage. But , as you start to target more specific (lower-volume) search terms, you’ ll be writing for people with a better understanding of the subject. And that means you’ lmost all have to bring all your experience to the table.
Explore Different Formats
One of the biggest content material marketing strategy mistakes you can make would be to limit yourself to a single structure. Yes, blogs may be the the majority of logical type of content to create. But , you might be capable of obtaining much better results by discovering less popular options like podcasts, videos , or webinars.
Analysis shows that younger generations show a solid preference towards video plus social content . And amongst consumers aged 55+, what gets the greatest results are news articles (59% prefer this format) then research reports, social media content, and email.
Supply: hubspot. com
For this reason, the best content marketing strategies you can adopt in 2021 rely on versatility.
To put this plan into action, try to tie together the various formats (you actually can do something along the lines of AdBadger , a SaaS brand that produces a podcast, a newsletter, a Facebook group, and a website blog section). This way, you’ ll be able to establish as many points of contact with potential customers as possible.
Source: adbadger. com
Be User-Centric Instead of Maker-Centric
One of the simplest traps to fall into when coming up with a content marketing strategy for your SaaS business is to only invest in content centered about your software.
Certain, taking the time to describe the features and possibilities your item offers makes for an integral part of selling to new customers. But , more often than not, your own users will want to read (or watch) something a bit more private to them.
To achieve this, the Nielsen Norman Group suggests utilizing user-centric language for all web site copy. Basically, the idea is the fact that by avoiding the overuse of industry-specific jargon plus feature-driven language, brands can perform a better job at engaging readers/viewers and help them connect with the content they’ re consuming.
An excellent example of this principle in action comes from IBM Cloud . This company has a fully user-centric YouTube route, where it describes its main features in bite-sized videos that cover the numerous different ways its clients utilize the software. So , for example , this video explains the concept of Edge Computing by explaining how NASA uses the technologies to transfer DNA data from the International Space Station to Earth.
Other ways to implement this tactic to your content advertising in 2021 include the era of case studies, as well as the use of user-generated content. Both these can be excellent ways to provide detailed descriptions of your item, all the while allowing potential customers to assume the practical uses they could get by investing in this.
Looking for content marketing strategies that can help your SaaS brand remain relevant in 2021? Then you’ ll definitely want to look into those that’ lmost all help you provide your target audience with the amount of content they’ re prepared to consume.
You see, the secret in order to content that drives growth isn’ t just that it needs to be high-quality, user-centric, engaging, and innovative. It also must be published on a pretty regular schedule. And, for smaller teams in particular, this can produce significant obstacles – particularly when they’ re working with cash or time constraints
Fortunately, there exists a solution to this problem: content curation .
By collecting already offered information from trustworthy assets, you can create a fresh online marketing strategy that introduces your potential audience to the knowledge they may not need come by without you.
Roundup blogposts, like this one by Flamingo , lead to great examples of curated content material. By putting together a list of remote work tools, Flamingo developed an easy-to-follow guide with regard to remote teams, all the while placement itself as a must-have piece of software.
Source: helloflamingo. possuindo
If doing something like this particular still seems like excessive work, you can also implement the social media approach to content curation.
As you can see in the example beneath from Handle , you can present your followers with related content in your industry and find ways to start conversations about these topics. (It’ t also a great way to test the waters for future topics or blog sections.
Source: twitter. com
Of course , for this strategy to function, you’ ll still have to create original content. The idea is not to eliminate the need to do anything at all. It’ s to take some pressure off of your budget and your creative team.
Outreach & Promote
Based on your target audience, it’ s safe to say that you may not at all times be the best advocate for the products. Yes, you may have knowledge and experience. But , when you’ re yet to produce a name for yourself, then you might wish to find ways to speed up the being seen as a trustworthy name in your industry.
In 2021, among the best ways to do that is to switch towards collaboration. Whether you decide to work with influencers (who are usually 4x more efficient from driving brand familiarity than celebrities) or work with some other brands is entirely up to you. But rest assured that implementing this type of strategy won’ t just introduce your SaaS brand to new viewers. It will also give you a head start in establishing its trustworthiness.
For example , Search engines Pay recently sponsored a video by Shiny D’ Avella , which was an excellent decision taking into consideration this creator’ s viewers and focus topics (minimalism, finances, productivity, etc . ). And, by doing so, the SaaS service gained exposure to over 200k viewers in under a 7 days, including people who aren’ t yet using similar software but would be willing to consider advice from a trustworthy title such as D’ Avella.
Build a Community
Finally, to get the most out of your content material in 2021, you need to find ways to make it an essential part of your audience’ s lives. Whether that means dropping a new episode of your super-entertaining podcast every morning at 8 A. M. sharp or even starting a newsletter to share fun new research with your followers is up to a person.
But , what matters is that you find a way to make the content by itself an priceless part of your customers’ plus followers’ lives .
One great way to do this with regard to SaaS brands is to bring people together in social networks, such as Facebook groups. Seeing how the focus of SaaS companies is to come up with problem-solving solutions for their clients, a digital gathering point can be an outstanding place to promote content plus reach new people.
This is what Aura does with its Facebook team for Amazon sellers. Essentially, it allows professionals during a call to get together to find solutions to unique problems. Moreover, its expert representatives offer tips and personalized help to software users. And, the group actually serves as an impactful selling point to potential customers.
Supply: goaura. com
This online marketing strategy can be particularly beneficial to those who find that their paid advertising promotions aren’ t bringing the desired results, seeing how they circumvent the problem of intrusive ads and make the promotional material something their target audience seeks out instead.
Source: statista. com
There’ s no query about the fact that content marketing is here to stay. After all, individuals are consuming more and more of it every year.
But , with increased popularity arrives increased competition and, for most SaaS startups, $100, 000 marketing budgets are out of the question.
It is for this reason that will businesses must find methods to keep their content methods fresh, relevant, and high-return. Fortunately, that doesn’ t take a boatload of money. In fact , amazing content marketing strategies can be implemented even with the shoestring budget. All you have to perform is know your targets, try things out, and maintain an eye out for your key metrics. Keep at it, and success is sure to follow.
The blog post Content Marketing and advertising Strategies for SaaS in 2021 and Beyond appeared first on Scoop. it Blog .