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What is the average SaaS content marketing performance? If you're in the SaaS business, you need to understand the value of content marketing for SaaS companies. What types of content work best? And how do you measure your content marketing performance?
Listed below are some tips that can help you create and promote relevant content.
What is content marketing for SaaS companies?
If you're considering implementing content marketing for your SaaS company, there are some important things to know.
While conventional methods of selling products and services don't apply to SaaS companies, you can still benefit from the content marketing process. One important component of content marketing is to track your results.
To track results, you should establish metrics for your content marketing efforts, including number of new leads and monthly recurring revenue.
Content marketing is an integral part of a SaaS promotional strategy, and it can be reused across various platforms. For instance, you can reuse blog content in social media channels or email blasts.
You can also leverage influencer marketing techniques to drive qualified traffic to your brand. This will allow you to expand your ideas and connect leads across multiple platforms. Finally, SaaS content marketing can tie in with your advertising and sales efforts.
If you're wondering what content marketing is, start by understanding your ideal customer. Your buyer persona should include firmographic details of companies and personal details of customers.
Only these types of people will make purchases and generate the most profit. Make your content marketing efforts revolve around the ideal customer profile.
There's a connection between content marketing and user profiles, and you'll be amazed at the results. Use these user profiles as the foundation of your content marketing efforts.
What types of content works well for SaaS?
What types of content work best for SaaS content marketing performance? The types of content you should be using will depend on your budget and the preferences of your audience.
Visual content is the most effective for increasing your organic search ranking. Adding original graphics to your content will increase the chances of your content being shared by thousands of people.
If your content is focused on thought leadership, podcasts are ideal. Podcast listeners are usually interested in new things, so the format can provide valuable exposure for leaders in the SaaS space. The best part about podcasts is that they require minimal investment.
They also provide a lot of value in terms of marketing. Podcasts also don't cost much, so you can start producing more episodes of your content as time goes on.
Content types for a SaaS content marketing strategy:
- Video series
What is demand generation for SaaS
Demand generation is a critical part of SaaS content marketing. For a SaaS business to be successful, it must consistently create content that answers questions potential customers have about your product.
Developing and sharing content is crucial to the success of demand generation efforts. Content marketers are highly involved in 70% of marketing efforts.
By creating and sharing content, you can attract more potential customers, close more sales, and increase your conversion rate.
Demand generation consists of creating awareness for SaaS products or services. It is different from lead generation, which focuses on capturing contact information from interested parties.
Demand generation takes place before lead generation, so it is essential to understand the difference.
To better understand demand generation and lead generation, look at a marketing funnel for SaaS products and services. In the top of the funnel, demand is generated at brand awareness.
Demand generation for SaaS content marketing is all about being the pioneer. Focusing on customer needs and highlighting their pain points can be profitable.
Focus on customer end goals, pain points, and desired outcomes. Once you understand these needs, the demand will follow. Build a content cadence and a system to engage customers.
By incorporating these elements into your content marketing, you'll accelerate your time to value and maximize traffic.
Content marketing success metrics
To make content marketing more effective, you must measure several SaaS Content Marketing success metrics, including the bounce rate, assisted conversions, and new visitors.
The former two are critical to evaluating the effectiveness of your content marketing strategy. The latter is a measure of how well your blog is performing on ranking keywords.
The former can help you track how effective your content marketing strategy is in bringing in new customers. The former, on the other hand, is a metric that shows how well a particular content marketing strategy is in generating revenue.
The goal of content marketing for SaaS is to increase the number of website visits and leads. To do this, create content geared toward each stage of the customer journey.
Content for the awareness stage should offer useful information and increase the authority of the website, helping visitors view it as a thought leader.
The advocacy stage content, on the other hand, should turn customers into ardent supporters and endorse the SaaS product.
Why are page views important
Among the metrics you should track on your SaaS content marketing strategy is page views. These figures tell you the number of unique visitors to a page, but they don't account for repeated views and page refreshes.
In addition, page views don't tell you how many people signed up for your free trial. However, you can use these metrics to determine how effective your content marketing campaign is.
Customer retention rate (CRR) is an important metric to track, as it shows whether your customers are satisfied with your products or not.
A high retention rate means that a significant proportion of them are likely to come back.
This is the foundation of your SaaS content marketing strategy. Customer churn rate (churn rate) refers to the percentage of customers who stop using your product due to different reasons. Other reasons may be lower prices or better service.
Content marketing is a great way to put your brand in front of your target audience. With content marketing, you can promote your product through blog posts and social media.
This will help you to develop a content strategy that reflects their lead generation strategy.
Page views and time on site are a first start at your search engine optimization and should be considered the top of funnel SaaS content marketing metrics you should track (as it pertains to content marketing).
Why is time on site important for content marketing efforts?
How much time is spent on your site? A high retention rate indicates a successful sales cycle, but what about the other half?
The churn rate represents how many customers leave after one visit, for various reasons ranging from lower prices to better services.
To determine the effectiveness of your content marketing efforts, it's important to measure these two metrics.
By tracking these metrics you will be able to visualize the growth of your business and the effectiveness of your content marketing efforts.
When you're using content marketing for your SaaS product, you put your brand in front of the ideal audience.
Whether through blog posts or social media, you'll be able to promote your product and its features in an effective manner.
Typical SaaS founders use "sales" slogans and a lot of tech to explain their product, but with content marketing, you can take the technical language out of your content.
What is demand generation?
What is demand generation in SaaS content and how can you increase it?
Demand generation is the process of attracting new customers. A demand generation program must include four steps to ensure long-term success.
One step is to understand the customer lifecycle. A customer's lifetime value is determined by multiplying the profit per customer by the average purchase frequency.
This metric helps companies understand how well they are managing customers and where they have room for improvement.
The next step in boosting your SaaS content marketing strategy is to identify customer pain points and educate your target audience on the value of your product.
Using the customer's experience, create content that demonstrates how your software can help them overcome these problems.
For instance, write an alternative to a page that shows how your software stacks up to the competition. By targeting the right customers, you will increase your chances of closing sales.
SaaS content marketing performance
Typically, anywhere from 3% to 15% of your content marketing efforts can convert to customers. These metrics can vary based on the effectiveness of your content marketing.
What does your audience want? What are their pain points? Where are they looking for solutions to their problems?
By understanding what your audience wants and needs, you can write content that will resonate with them.
Using the analytics tools available through SaaS companies helps you determine the right audience segment. Identifying the best content to write about will help you focus on reaching those leads.
Besides content placement, you should also measure your content marketing performance in terms of KPIs.
Using tools such as Hockeystack, Ahrefs, Mailchimp, and ConvertKit, you can measure and track key performance indicators. Moreover, these software analytics tools allow you to customize the reports and displays that you see.
Using these metrics will help you measure your content marketing performance in terms of brand awareness, engagement, and credibility.
Questions from marketers.
Why is customer acquisition cost important?
Content marketing can assist in driving inbound leads that turn into sales. Depending on the type of SaaS business that you have, this can assist in determining your customer acquisition cost.
Follow the customer journey through analytics tools to ensure that customers are finding your content relevant. And informative. And using that to build brand loyalty and brand trust.
Are SaaS content marketing efforts effective?
They absolutely are. In fact, many of the top businesses you know today have invested heavily into content marketing.