SaaS content marketing
Beat it! Read the blogs of most of the SaaS Companies and Startups, and you won’t be able to know if it is a support portal or a release note, or a how-to guide. The last thing you are bound to find is creative content. Why should I even write about SaaS content marketing when no one even searches with this keyword? Don’t agree? Check the Blog of India’s most successful SaaS startup Freshdesk. Most of their blog content is on how to use their software for better customer support. That should have gone into their help manual. Now check the blog of Moz and you will find a mix of creative content, storytelling, and support/update portal. These are the contents from some of the world’s best known SaaS companies. Why do you need a blog when you are supposed to post these content on your Knowledge base and help manual?
Of course, the world is full of exceptions. In this case, a SaaS company called SumoMe. This company did not create a blog only because an SEO Experts advised that a blog is a must for search engine optimisation. SumoMe is creative enough to name their blog as “Stories”. Blogs are intended for stories that can leave an impact on your prospect or customer, and that can become a reference point for them in their business or interests. Not a reference point on how to use your software. Blog Content is neither for Customer Support nor for hard sell.Blog Content is neither for Customer Support nor for hard sell. Click To Tweet
I checked the sites of Quickbooks US and India, while QB US has a fantastic blog, QB India does not even have a blog.
SchoolTime established itself as a thought leader and the most prominent brand among hundreds of SIS application providers with content marketing alone.
Content Marketing Definition
Content marketing is the art of creating content to provide consumers with the information they seek, establish thought leadership for a particular subject, and thereby generate trust and qualified leads.
The naked truth: Why do SaaS companies need quality content?
- You cannot always get leads and customers by offering discounts – your only lead magnet.
- You cannot expect your freemium plan to be the only source of collecting leads.
- Content Marketing costs 62% less than traditional marketing.
- Content marketing is the most dominant and lasting method to build your brand reputation.
- Your only interaction with your customer or prospect should not be about your software features and price.
At a meeting, the corporate manager told a joke. Everyone on the team laughed except one guy.
The manager asked him, “Didn’t you understand my joke?”
The guy replied, “Oh I understood it, but I resigned yesterday.”
The naked truth: Why do most SaaS startups fail to create quality content?
- The founders are mostly software developers.
- They hire technical writers and expect them to be storytellers.
- Startups do not understand their customer personas or their customer’s business.
- Founders only understand their own software and a much abused “Problem Statement”.
The naked truth: How to build quality content and market it?
- Build many customer personas: Remember, even if you are a B2B business, your buyer is still an individual who takes the call. Here’s one of my pretty old article to explain it further.
- Identify the Interest & Problems of each of your personas. Realize that the interests are equally important as are their problems. If you focus only on their problems, your customers will be tired of you pretty soon.
- Write content on these Interests and problems.
- Finally, link your content to your Call to Action.
Follow this blog to learn more about the value of storytelling, the surprising places to find the best writers, and how to stand out from your competition.
Idea: If SaaS companies are unable to employ creative people for content writing, they can hire the world’s best Freelancers from Content Creation Marketplaces.
We are running a quick response from most established Startup Founders and Bloggers to Understand the State of Content Marketing in 2017. 2 Minutes of your time?