SaaS companies are always on the lookout for ways to increase their profitability. One of the best ways you can do this is by investing in content marketing strategies that work.
Content marketing can be defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.” Content marketers create content campaigns that bring in new customers through compelling messages with helpful information.
But, the world of SaaS is fast-paced and competitive. You need to produce content that stands out from the crowd if you want your business to thrive.
In this blog post, we will discuss 3 SaaS content marketing ideas that will help you stand out, generate more leads and improve your ROI!
Launch Your Brand Academy
One significant component of effective content marketing is education. You educate your customers about the best practices, share knowledge, and help them succeed.
Launching a knowledge hub or an academy to offer free online courses and educational content can effectively generate leads. Hubspot Academy is a great example. It offers many free courses on digital marketing, sales, and services (essentially around their CRM product offerings) and issues course certifications to learners. In their courses, they introduce Hubspot and educate the students about how Hubspot can help them with SEO, drive sales, increase conversion, etc. (selling the benefits of Hubspot). It helps raise brand awareness, gives product education, generates leads, and ultimately increases the ROI of your content.
Write a Comparison / Alternative Article
The “alternatives” format of articles lets you tap into the popularity of your competitor brands. Suppose you’re a company offering SEO software which is an immensely competitive landscape. Competing with other SEO software to rank high on Google (hey, your competitors must know SEO well) and creating recognition for your brand takes time.
To improve your content ROI, you can write an article around SEMrush alternative (SEMrush is one of the market leaders in providing SEO tools). Introduce your product in the article and make an honest comparison on how your product might be a better fit for a specific type of business. Mention other competitors as well – and make sure you’re honest about the reviews. Your goal is to highlight your product niche, so you’re attracting the right customers.
It’s all about product-market fit. There’s always a smaller niche market in every market. You want to attract the right customers to reduce churn and increase your ROI.
Besides, you can write a “vs” article to compare your product directly with one competitor. Here’s an example of Asana vs Monday – the two most prominent players in the project management tool market. It carries similar benefits to writing an “alternative” article, but a “vs” format is even closer to a buyer’s purchase decision – the potential customer is already narrowing down their choices, and they’re probably searching for a final comparison between the two. Here, you should highlight your pros and present why you might be a better fit for your target audience.
Repurpose Your Content
It takes a lot of time, effort, and skill to create great content. Most of the time, we’re giving away our best content for free, but that doesn’t mean we can’t get a more significant ROI!
This is why so many businesses repurpose their articles into other formats such as infographics or slideshows, which can then go viral online.
Think about what kind of information someone needs before deciding how they should re-purpose their content. For example, did they create valuable resources on topics no other site has covered? Or does it have engaging graphics which are hard to find elsewhere online?
If it is an evergreen resource or offers something that cannot be found anywhere else, then a downloadable guide would do well for this type of material. Alternatively, some posts might work better with repurposing to video or live webinars – but whichever you choose, make sure that the investment in creating them was worth it by getting back as much value from each one!
Conclusion
After reading the tips and their benefits, what do you think is the best option for your business? The answer to that question depends on many factors. For some brands, a combination of these three strategies might be ideal. It’s important to know what works for your brand to get the most ROI possible from content marketing efforts.