In this post, we’ re gonna give you the straight facts (with examples) on how to grow your SaaS business through a simple articles marketing blog strategy. And you can be successful without burning throughout your heard-pitched funding.
Why? Because SaaS companies with a solid blog technique are able to show 6x the particular ROI of SaaS businesses that do not blog regularly. In fact , this is the same approach we use to generate more than a million web page views and win all of our new customers .
How? To start, you need several seriously great strategies at the rear of your blog (we’re assuming here that you already know your SaaS company requires a blog ).
Today, search engines are the biggest source of traffic regarding SaaS companies, and it’s not even close. Organic search is responsible for more than a quarter ( 26% ) associated with web traffic for SaaS businesses — more than 16 percentage points higher than the next biggest source, referrals.
Even if you know this particular, a quick Google search for steps to make your SaaS blog amazing will lead you to tons of articles with generic SEO suggestions like “focus on keywords” and “develop personas. ”
While that advice may be accurate inside a general sense, it doesn’t get down to the nitty gritty of what SaaS companies need specifically to create blogs that drive traffic plus convert leads.
So we’re here to obtain. What follows is our no-BS blogging strategy for SaaS products .
- Great SaaS blogs have a personality which makes technical content approachable.
- Sustaining timely content is essential within the SaaS industry where products change often.
- Addressing customer pain points in SaaS blog content shows clients why your solution is relevant for them.
- Long-form content and unique opinion pieces may showcase your brand’s knowledge.
- SaaS blogs should include content material specific for each stage from the buyer journey.
The No-BS Blogging Strategy for SaaS Companies
We can’t focus on enough how difficult — but also essential — distinguishing your blog is in the SaaS world. It’s one of the fastest growing industries on the planet, plus competition for business will be fierce.
Now that everyone knows articles marketing is a necessary component of every marketing strategy, it’s not enough anymore in order to have a blog.
Instead, you need to have a blog that ranks high on Search engines, makes people want to click on onto your site, engages all of them while they’re there, plus ultimately converts them straight into paying customers.
If we’re sticking with our own no-BS policy (and we promise we will), we need to tell you that no, it isn’t no big deal , and it’s not always easy to create and keep an effective blog. But if you decide to do it right and start seeing results, you’ll have no shortage of motivation to keep going.
So let’s be able to it, our first technique for making your SaaS weblog stand out:
Have a Personality
Also some of the most highly-trafficked SaaS weblogs (think of some you know, we won’t name names) sometimes skip the character when it comes to blog posts.
I guess if you’ve got an incredible number of visitors every week you can shine over the extras every now and then, yet we don’t recommend it — especially not for newer SaaS blogs or even companies trying to revamp their particular current strategies.
The truth is that SaaS items are extremely valuable to the businesses who need and use them, yet they’re not the most exciting products out there. In fact , they’re more the vehicles for getting the exciting stuff done.
Having a content marketing personality that stands out could make your readers feel enthusiastic about a product that otherwise could feel super technical or even flat-out boring. Let’s look at a few examples of SaaS weblogs that do this well:
Groove, which sells customer service software for smaller businesses, manages to cover not-so-exciting topics in an engaging way. Information bases? Kinda boring. Groove’s blog post about knowledge basics? Relatable. You only have to look at the first few sentences prior to you’re thinking “Hey, myself too! ” and reading through on.
Neil isn’t afraid to talk about himself in his blogs, and with valid reason. He’s one of the most prominent personas in digital marketing SaaS, and he knows his stuff. But he’s also not afraid to crack a joke and manages to keep his blog relatable. His casual tone makes his blog feel like a friend or colleague showing you some cool new stuff rather than an “industry expert” telling you what to do.
Close’s blogs reel you in from their snappy first sentences, where they will tell it like it is definitely and don’t shy away through getting snarky (I’m a firm supporter of the snark ). Their own ability to tell it like it is makes you feel prepared to read about even the most onerous topic (like the one below about cold calling, where they start out by suggesting they understand — it is damn hard work).
Keep Factors Timely
Hear me out — I understand I told you no BS, and I know this is one you’ll see on just about every “how to do a blog” blog out there. But it’s also really important for SaaS content for reasons above keeping your SEO ratings high (although yes, that is important too).
SaaS products update and change more than almost any other type of item. New code is launched weekly (or even more frequently) and major releases can happen several times per year.
Updating old blogposts to keep your sources recent and fulfill new SEARCH ENGINE OPTIMIZATION standards is important for every brand. But for SaaS companies, it’s the difference between your content being accurate or outdated. The worst thing would be for a potential customer to visit your blog only to find that your content material isn’t relevant anymore.
To keep your blog up to date , do two things. First, look through your content when main product updates to make sure it reflects the most recent and precise information. Second, look at your own best-performing and worst-performing blog posts. Do you see trends? As you update old posts, emulate practices from your best-performing content to improve content that is not performing so well.
Address Pain Factors
Companies and consumers seek out SaaS strategies to do something they can’t do themselves. What does that mean? They’re dealing with a problem or problem — or pain point.
Creating pain point content engages potential customers by making them feel understood. It better demonstrates the value of your product by directly communicating how it can resolve your customer’s problem.
It also makes people more likely to find you to begin with.
Think like your customer for a moment. Should you be going to Google to look for the SaaS solution, odds are a person don’t yet know the businesses who provide the solution you need. All you do know is your discomfort point. So , that’s what you search for.
Here is a (very) simplified explanation of what we mean:
This is where numerous SaaS companies do it incorrect. They focus too much for the features of the drill when all the customer knows is they need to make a hole. Features and benefits are of course relevant to customers too.
However , if they can’t see why they’re relevant (through your connection to their pain point) or they don’t know how to search for them, you are unlikely to gain much grip with your content.
This is why “how-to” guides are one of the best performing types of blogs. They address a pain point, typically right in the name, and draw people in by telling them they will learn how to solve their problem. Once they’re there, you are able to show how your option would be the best choice for getting it done.
Show Your Expertise
Purchasing an SaaS solution can be a significant investment, and clients expect that the companies these people choose to provide solutions will be experts on their products and industrial sectors. It is now oft-cited that B2B buyers complete 70% of their research independently before actually reaching out to a company directly.
If they’re not really communicating with you, how are you supposed to show your expertise?
On your blog.
We already know that when potential customers arrive on your weblog, you want them to feel engaged (by your personality) plus understood (by your handling their pain points). Whatever you also want them to really feel is confident in your capability to deliver the solution they need. Showing your expertise is one of the best ways to do it.
Here are some ways to show power your content to demonstrate expertise:
Produce High quality Long-Form Content
Long-form content enables you to get into the details (that nitty gritty we mentioned) of how products work and how customers may use them to get results. Based on Neil Patel , long-form content makes more shares, traffic, and inbound links than shorter blog posts.
You can use long-form content to produce detailed product guides, how-to tutorials, industry research, and other educational topics important to your potential prospects.
Have a Unique Opinion
Have you ever searched for a subject and found 10 posts that all say basically the same thing? Me too, and it is annoying! You don’t always have to fall in line with all the status quo opinion in your business. Further, maintaining an autonomous opinion that’s unique and insightful can be what attracts your customers in.
This doesn’t mean you need to be a contrarian. It just means you’re willing to have a refreshing take on something and support it with evidence.
Quick example from my own experience:
For a long period now, customer personas were the “it” thing pertaining to marketers. I think personas can be really effective, but I was sick of seeing so-called professionals throw the same persona strategies out there when they just weren’t effective.
Therefore i put a fresh spin on it, and talked about why personas are great — except when they suck (this was in fact the title of the weblog post). It ended up becoming one of my best executing posts. Why? Because individuals appreciated the honesty together with a new way to leverage gentes that actually worked.
The lesson: don’t run away from putting a fresh spin on tired topics within the industry. As long as you’re legitimate and able to support your opinion, it will be a winning method. Customers will appreciate the brand new perspective and you might even start some good conversation with industry peers.
Target Every Stage of the Funnel
Let’s go back to the stat we stated previously about B2B clients doing their own research — 70%, to be specific. It’s safe to say that if customers are doing 70% of their analysis independently, you’re getting guests at every stage of the sales funnel (or buyer journey). This means you need to create content material specific to every stage.
The takeaway: beginning with educational content geared toward the particular awareness stage all the way through in order to case studies and sales-focused content targeting later levels of the funnel, it’s essential to create content that when calculated resonates with audiences at every stage of the buyer journey.
It’s important to remember that retention is not only a phase of the buyer journey, but a really important one pertaining to SaaS companies. Given the nature of SaaS products and packages, there is ample opportunity to retain customers and upsell expanded packages or additional products and services.
You can design your blog to contain related information for current customers that continues to increase the value of your product for them properly after they’ve made an initial purchase. Salesforce does this really well with their Trailhead program that offers classes, tutorials, plus guides to help Salesforce users continually improve their skills and discover new ways to use Salesforce products.
Launch Your Winning SaaS Running a blog Strategy Now
Let’s put it all together. Your SaaS company needs a blog, but not just any weblog. An awesome SaaS blog will:
- Come with an engaging personality that makes technical content approachable and interesting
- Always stay up to date in order to reflect current product up-dates and releases
- Address customer pain points in ways that will demonstrate why your option would be relevant
- Show your knowledge through quality long-form articles and unique opinions
- Consist of content that targets viewers at every stage of the purchaser journey
If you’re ready to launch a technique that includes all of these best practices but aren’t sure where to start, Advertising Insider Group can help. We have writers that can deliver blogs for you every week for a entire year (or more) and our Content material Builder Services include a full content audit and a detailed annual articles plan.
Schedule a free consultation with me to learn more!