Updated for 2023
The growth that the SaaS industry has seen within the last few years has been monumental.
Worldwide end-user spending on public cloud services is forecast to grow 20.4% in 2022 to total $494.7 billion, up from $410.9 billion in 2021, according to the latest forecast from Gartner, Inc. In 2023, end-user spending is expected to reach nearly $600 billion.
It’s no surprise that many more SaaS businesses have started popping up in order to get a slice of the financial pie. However, convincing your target audience that you’re the best for a particular tool or software is difficult with so much competition. It means the right type of content marketing is needed.
There are lots of trends that come and go when it comes to marketing, so it’s worthwhile keeping up to date with what’s hot and what’s not. In this guide, we’ll explain the importance of high-quality SaaS content, the content marketing trends to use this year, and tips for creating it.
The importance of high-quality SaaS content
Why is SaaS content important when it comes to marketing your business? Well, just like any business, it needs promotion in order to gain significant traction online. With the internet as busy as it’s ever been for the number of websites and users with a digital footprint, the right content is crucial.
Educate Your Audience with the right content at all stages of the process
Your audience is doing research on their own far in advance of their first contact with sales. You need a wide variety of content that accomplishes multiple goals: Educates on the problem you are addressing and why your solution is the best fit. Also need content for each stage of the funnel. Content that addresses various personas and what part of the ‘buying committee’ they are. Message for a CTO vs HR is different. Also, a decision-maker, influencer or a user will all have different concerns but ultimately be part of the decision. Also, how people consumes varies both by personal preference – you need multiple formats for different channels + for various stages of the funnel.
Helps reach high-profile clients
With any SaaS business, the right content marketing can generate global leads that will hopefully with a bit of nurturing, will convert to customers. Having a global, widely popular brand on board as a customer can help build credibility and substantial revenue. It may only take one or two high-profile clients to open up the floodgates.
Establishes brand identity
A strong content marketing strategy in place can help a business establish its identity in a noisy, digital world.
It also helps reach users that are looking for the services that you can provide as a business.
Trust within your customers, especially for new leads who’ve not yet converted, is essential. Without that trust, they’re not likely to stick around for the long term. With positive customer service experiences, 89% of consumers will come back.
This makes sharing customer reviews as part of your content marketing strategy worthwhile. Seeing other customers get a good experience with the brand, convinces them to convert.
3 SaaS content marketing trends in 2023
What are some of the best content marketing trends to look out for in 2023? Whether you’re a new SaaS business or you’ve been fairly successful so far in the years you’ve been active, here are some current content marketing trends to implement this year.
1. Content is increasingly KPI-driven
A lot of SaaS content marketing success is driven by KPIs and being customer-centric in your approach to marketing. An important part of a SaaS business is that you’re optimizing retention rates because this business isn’t always going to be consistent in its income.
Therefore it’s important to offer free trials of the services you provide and demo bookings that will help show the user how the tool works and how to make the most out of it. It can take a lot of time and effort to convince users that it’s not only the right time for the business to invest in the product but that your business is the right match.
Here are some commonly used KPI examples associated with content marketing:
- Inbound links – Check who is linking back to your site.
- Comments and interactions – A great way to see the level of engagement you’re having on your platforms.
- Lead generation – Monitor the efforts of your lead generation to see where lead nurturing is required.
- Conversion rates – Helps look for areas where optimization can be achieved to avoid losing leads.
These are worth knowing when it comes to crafting content and measuring its performance.
2. Search engine optimization is a priority
Optimizing your content for SEO is key and should be made a priority. The ongoing, compounding effect of organic traffic is what makes content marketing profitable for SaaS companies in the long run.
Keyword research drives content decisions
Keyword research is done using software tools, and they provide details about the search volumes, difficulty, and other data points. Keyword research can help drive content decisions when it comes to what Google shows to its users first and foremost.
Content optimization tools are more popular
These are tools that give recommendations to make sure writers are producing SEO-friendly content. In recent years, there’s been considerable growth from tools like SurferSEO and Frase for content optimization. SurferSEO is used by many of the Fortune 500 companies including Shopify, FedEx Express and GetResponse to name but a few. Frase is also doing very well with 30,000 clients from PTC, Digitas and Career Karma.
More and more AI-driven content optimization tools are popping up each year, and SaaS content teams are adopting them. If you’re a SaaS content team thinking of using a tool like this, here’s a guide comparing SurferSEO vs Frase to help you choose.
Producing content to earn backlinks
Teams are producing content to help earn backlinks from other high-ranking sites. For example, a company may product data-driven studies or primary research that others in the industry might cite on their content.
Any links going back to the company website can be helpful in boosting the site’s value to Google, helping it rank higher.
3. Content teams are investing time into content repurposing
Many content teams in the SaaS industry are looking to invest their time in content repurposing. This is a practice of updating existing videos and other content that’s already live. You could also take the layout and structure of existing content and repurpose it to fit a new topic of discussion.
This repurposed content can then be used over a number of different channels to maximize it’s impact. Think podcasts, social media content, blog and guest posting, etc..
Utilize subtitle text generator for video content
For video content, it’s worthwhile catering to audiences that have accessibility needs to require subtitles for translation purposes.
A subtitle text generator is a worthwhile tool to invest in when it comes to making your video marketing available to everyone, no matter who they are or where they’re from.
4. Nurturing at each stage of the funnel
Traditionally, you’ve brought in a lead and it’s a good one. You’ve gotten a MQL and now it is sales turn. However, this no longer works. Today, marketing’s role in educating and creating content continues further down the funnel to nurturing prospects through the early stages of the sales process and creating messaging and content to help support SDR’s and Sales. For content marketers, this means more campaigns and nurturing of SQLs, re-engaging through the entire funnel, and coordinating more closely with Sales coordinate campaigns and content. Content needs to be ready to do more of the heavy lifting in 2023.
Research from FocusVision states that as many as 13 pieces of content are required before a purchase decision is made. (That’s 13 pieces of content before a prospect wants to be engaged by Sales.)
Tips for creating effective content marketing
When it comes to creating content for your marketing needs, there are some useful tips to follow in order to garner as much success as possible. Here are just a handful of tips that you can use when it comes to creating content marketing this year and beyond.
1. Be sure the content is clear and concise in its messaging and intentions.
It’s important to make sure that the content you’re providing is clear and concise. This isn’t just what you intend to set out with this content but the messaging you choose.
Think about how well your content is engaged with and use previous content examples to help improve the success rate of the content itself. Great content is going to help nurture leads and increase conversions.
2. Understand your audience and who you’re targeting.
Knowing your audience is essential when it comes to content marketing. It’s always good practice to do research on your audience. That way, you will have a better understanding of who you’re targeting and how to target them successfully.
Many marketing campaign efforts can fall flat even when every effort has been made to make it the best content possible. If it’s not targeting your audience, then it’s not going to do the best in converting leads to customers.
3. Know your buyer’s journey and their pinch points.
Consider your buyer’s journey and what their pinch points are. You want your SaaS content to identify common problems within your prospective clients’ businesses and how you can solve it. By understanding where the buyer is in their journey can also help tailor the content they see and are given by you directly or indirectly.
4. Be an expert and provide in-depth content.
When it comes to creating great content, it’s good to go in-depth. Don’t just cover the surface area and make it a generic piece of content that explains what everyone already knows. Instead, put that extra bit of time and effort into each piece of content to make it more insightful.
It’s important that you’re giving your readers value and it’s always good to have them coming away from an article or a video guide with more knowledge than they had before.
5. Use analytics to track and monitor its performance.
Finally, make sure you’re utilizing analytics to track and monitor the performance of your content. It’s essential that you’re seeing the value of your efforts and how much that’s paying off to your leads. If some content is underperforming, you’ll be able to see this and identify why that might be. You may also find that some content just isn’t applicable to your target audience.
Be sure to keep your ear to the ground when it comes to content marketing trends. With social media and the online world constantly shifting and advancing, so too will the approach when it comes to content marketing.