Your SaaS content marketing strategy is crucial for your business growth. This is because your content is the connection to engage with your target audience.
In order to make targeted and relevant content for your audience, you need to ensure that you’re talking about topics that they are most interested in learning about. Establishing your content strategy is vital since it does the following:
Educates & Informs
Content marketing allows SaaS businesses to educate and inform their target audience about the value and benefits of their software. Through blog posts, articles, videos, infographics, and other content formats, SaaS companies can break down complex concepts, explain features, and guide users through best practices. This empowers potential customers to make informed decisions about adopting the software.
Builds Trust & Credibility
High-quality, informative content positions a SaaS business as an authority and thought leader in the field. When you consistently provide valuable insights and solutions, it builds trust and credibility among your audience. Trust is crucial in the SaaS industry, where customers are entrusting their data and processes to a software solution. Effective content marketing helps establish the brand’s reputation as a reliable and knowledgeable partner.
Generates Organic Traffic
Well-optimized content can improve a SaaS website’s search engine rankings. When potential customers search for solutions related to the SaaS product’s functionality, informative content can attract organic traffic to the website. This not only increases visibility but also draws in users who are actively seeking a solution, making them more likely to convert into customers.
Supports Lead Generation
By offering valuable content in exchange for contact information, SaaS businesses can capture leads and nurture them through the sales funnel. This approach enables you to establish a connection with potential customers and provide tailored content that addresses their specific pain points.
Drives Customer Engagement & Loyalty
Regularly updating a blog, producing insightful webinars, and sharing informative videos keep existing customers engaged. Continued engagement nurtures customer loyalty, reduces churn, and encourages upsells or cross-sells. Content marketing enables SaaS businesses to maintain an ongoing relationship with customers, offering valuable resources that contribute to their success.
Enhances User Onboarding & Adoption
Content marketing isn’t limited to external audiences. SaaS businesses can create content to support user onboarding and adoption. In-depth guides, tutorials, and knowledge bases help new users understand how to use the software effectively, reducing frustration and improving user retention.
Differentiates from Competitors
In a crowded SaaS market, differentiation is essential. Unique and insightful content can set a SaaS business apart from its competitors. By showcasing the company’s expertise, innovative approaches, and understanding of customer needs, content marketing helps create a distinctive brand identity.
Cost-Effective Long-Term Strategy
While content marketing requires an investment of time and resources upfront, it can yield long-term benefits. High-quality content remains accessible and valuable to users over time, driving sustained organic traffic and engagement. This makes content marketing a cost-effective strategy compared to traditional advertising.
Let’s explore some statistics around SaaS content so you can discover areas of potential for your brand.
SaaS Content Marketing Trends
- 92% of marketers admit that their organizations view content as an important business asset. (SmashingCopy)
- 98% of SaaS companies have blogs. (Business 2 Community)
- 42% of marketers said updating existing content has boosted their content marketing value. (SEMrush)
- 73% of marketers publish content at least weekly. (GrowthBar)
Email Marketing Statistics
- SaaS companies report a 66% average open rate for their targeted email marketing campaigns. (Gitnux)
- 41.1% of subscribers skim emails. (Hubspot)
- Email marketing revenue is projected to increase to 17.9 billion by 2027. (Statista)
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64.1% of small businesses use email marketing to reach their customers. (Campaign Monitor)
- Professional marketers have found a 760% increase in revenue from building email lists. (Luisa Zhou)
- 61% of consumers prefer to be contacted by brands through email. (OptinMonster)
- 59% of people unsubscribe from a list when they’re getting too many emails. (OptinMonster)
Social Media Marketing Statistics
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56% of marketers promote their content on social media. ( SEMrush)
- 49% of marketers also use paid social to promote their brand. ( SEMrush)
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89% of B2B marketers use LinkedIn for lead generation. (LinkedIn)
Before you continue reading…
You can also explore our Brand Positioning Audit Guide.
There are two things required to reach a destination – first to know where you want to go, but second to also know where you stand today. It’s true, if we asked Google maps to direct us to Pittsburgh, but it had no idea where we were then it could not show us the path we need to take.
Paid Advertising Statistics
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75% of successful B2B marketers use one or more paid channels for content distribution. ( Content Marketing Institute)
- The average landing page conversion rate for SaaS businesses is 9.5%. (SeedProd)
- Tech software companies spend around 15% of their annual budgets on marketing. (Insivia)
- Ads can increase brand awareness by 80%. (TechJury)
- 65% of small to mid-sized businesses have a PPC campaign. (WebFX)
- 190.5 billion U.S. dollars is projected to be spent on paid search advertising by the end of 2024. (Statista)
How Insivia, a SaaS Content Marketing Agency Can Help You
Are you unsure about how to take your content strategy to the next level? Insivia is a consulting content marketing agency where our expert team can curate content tailored toward your target audience.
Explore our portfolio and discover how we can improve your online presence for your SaaS business today.
Written by: Andy Halko, CEO & Founder
I started Insivia in 2002 and for over 22 years I have had the chance to work directly with hundreds of companies and founders to redefine or reinvent their businesses.