How a Great Content Marketing Strategy Can Double Your SaaS Monthly Recurring Revenue

With the digital marketing landscape becoming increasingly saturated, it’s become increasingly important for SaaS companies to stand out from the crowd. Content marketing is an excellent strategy for doing just that. 

To understand why content marketing works so well for SaaS companies, let’s take a look at some of the reasons why most SaaS startups fail. According to research from Stanford University on Failure Analysis, 70% of new products fail for one of three main reasons: They have no market need, no real value proposition or poor execution. 

When launching a new product, these three killer mistakes can be avoided with a solid content marketing strategy. Content marketing is any type of media that has primary objectives of driving awareness and interest in your company, services or products. 

It’s an essential part of an integrated marketing strategy because it touches on all audiences and provides opportunities for you to give them information about what you offer as well as how your business can help them.

Why Content Marketing is Important for SaaS Companies

Before we get into the specifics of how to create a successful content marketing strategy for your SaaS company, let’s first talk about why content marketing is important for SaaS companies in the first place. 

As we’ve already discussed, the SaaS industry is a competitive space that has a high rate of failure. In order to set your company apart from the rest and have a successful launch, you have to have a solid marketing strategy in place. 

If you’re anything like most SaaS companies and have gone through the process of creating a marketing strategy, you’ll know that it can be challenging to figure out where to start. 

Although there are many different strategies to choose from, including paid ads, SEO and email marketing, content marketing is a strategy that can include all or some of these elements and more. Read the related blog article, “5 Powerful Ways Web Funnel Analytics Can Help Improve Your Marketing Strategy”. 

SaaS is a growing market and more competitive than ever

The SaaS industry is one that is predicted to grow by around 14% per year over the next 5 years and new companies are launching every day. As a result, the general climate is extremely competitive, which only makes marketing your product even more challenging. 

As the SaaS industry grows, more and more companies are taking part in content marketing, meaning it has become even more important for you to find and implement a strategy that is compelling and differentiates your company from the crowd.

What most SaaS founders and content marketers probably did not know yet is that a tool, such as SaturnOne’s Content Marketing Analytics can potentially double their Monthly Recurring Revenue. DOWNLOAD the FREE eBook now. 

Consumers make buying decisions based on their own research

There used to be a time when purchasing a product or service meant you had to go to a store, talk to a salesperson and be convinced that the product was right for you. These days, consumers are making more and more purchases online, and there are few products as big as SaaS. 

For this reason, customers often approach the online purchase differently than they do a brick-and-mortar purchase. Rather than being sold on a product, many customers prefer to do their own research and come to the decision to purchase on their own. 

This means that marketing is no longer as simple as giving potential customers information about your product and hoping they buy it. Instead, it has become all about giving customers the information they need to make a decision on their own.

Define Your Audience Before Developing Your Content Strategy

Before you even begin to brainstorm ideas for your content marketing strategy, it’s important to identify your target audience and understand who you’re creating content for. This will help you when it comes to creating a content calendar and deciding which topics you want to cover. 

It will also help you to identify the potential customer pains and the reasons why people might purchase from your company. Your content strategy should be based on a simple understanding of your customer demographics. 

You want to make sure that you know your customers inside and out. By understanding who your customers are, where they hang out online and what their pain points are, you can create content that resonates with them. The last thing you want to do is create content that is unhelpful for your customers or that doesn’t resonate with them. Please read, “4 Content Marketing KPIs to Measure for Success”. 

Build Trust with High-quality Content

Once you’ve set the foundation for your content marketing strategy and have a better understanding of who you’re creating content for, it’s time to start putting your strategy into play. 

One of the most important aspects of your content marketing strategy is building trust and proving to your customers that you are an expert in your field. One way you can do this is by creating e-books, whitepapers and other high-quality content that is both useful and informative. 

You can also host webinars and podcasts, invite guest authors to contribute to your blog and create guides and tutorials that solve your customers’ pain points. To find out how our content marketing analytics experts can help you, schedule for a FREE consultation here.

Showcase Your Expertise With Blog Posts

Blog posts make up one of the most popular types of content. They are an excellent way to showcase your expertise and provide your customers with valuable information that educates them. 

By creating blog posts that answer your customers’ burning questions, helping them to solve their problems and addressing their needs, you are showing that you are an expert and your product can solve their issues. Blog posts can also be linked to your content calendar so that you are consistently publishing new posts and keeping your audience engaged.

Create Video Content That Demonstrates Expertise and Value

A 2018 study from Hubspot found that customers are 2x more likely to purchase a product after watching a video about it. Creating and publishing regular video content can be a great way to demonstrate your expertise and value to your customers. Videos are an excellent way to show your customers how your product works and to educate them on the benefits of using your product.

Give Free Services and Tools to Prove You’re an Expert and Build Loyalty

Another great way to showcase your expertise and prove to your customers that you are an expert in your field is by giving away free services and tools that can help them. 

You can do this by partnering with other businesses to provide your customers with access to their products or services for free or by creating free tools and resources for your customers. 

Doing so will help you to build loyalty with your customers and it can also position you as an expert in your field by finding ways to help your customers.

By Using Content Marketing Analytics 

How do I know my content marketing is working? Measure it over time and improve. 

If you want to take things even further and improve your revenue growth rate, however, you need to go one step further with recurring revenue. You need to double down on it by using SaturnOne’s content marketing analytics to identify super users and implementing strategies that target them specifically. 

Focus on your best customers and find out which content is contributing to your success. One way to do this is by looking at the customer lifetime value (LTV) inside the Content Attribution section of SaturnOne’s first page. 

A good resource to get you started in measuring is, “4 Content Marketing KPIs to Measure for Success.” 

How does all these contribute to your SaaS Monthly Recurring Revenue (MRR) growth rate? 

By focusing your marketing budget and taking all the money you’re spending on the less profitable customers and using them on the more profitable ones, whether focusing the money on content production, promotions, focusing on the right channels, you would increase the probability of doubling your MRR.

See how SaturnOne optimizes your marketing strategy by getting a DEMO now. 

Read the related article, “7 Steps to Double Your SaaS Monthly Recurring Revenue Growth Rate”.

Conclusion

Content marketing is an excellent strategy for any SaaS company to implement. It allows you to build trust and rapport with your customers, provide them with the information they need to make informed purchasing decisions and get your brand out there to a wide audience. 

The key to having a successful content strategy is to understand who you’re creating content for and to have a plan for publishing and distributing your content that is consistent, engaging and informative. By following these tips, you can create an effective content marketing strategy.

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