why your saas business needs content marketing

Did you know that Google processes an average of over 40,000 searches per second?

That also translates to 3.5 billion searches every day.

With so many searches happening online, there’s a tremendous opportunity for you to appear as the number one result.

Or maybe you know that people are 48% more likely to purchase your product if you personalize your marketing to their specific business needs.

By harnessing the magic of content marketing, you can do both—dominate the SERPs (search engine results pages) for high-volume search queries, driving more traffic to your site, and provide incredible value to your readers, winning their trust.

In this blog post, we’re going to dive deep into five reasons why your SaaS business needs content marketing, and how your brand reputation, profits, and industry authority will benefit for a cost lower than traditional marketing methods.

What Is Content Marketing?

The Oxford dictionary defines content marketing as “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”

We learn two things from this definition:

  1. Content marketing is the creation of content.
  2. Content marketing is providing readers with value via that content.

When most people think of content marketing, they think of blog posts and search engine optimization (SEO).

But as we see from this definition, content marketing is any published work that provides value to content consumers.

Another critical part of this definition is that content marketing is practically nothing like traditional advertising.

Traditional advertising only seeks to raise awareness of a brand by telling consumers how they can solve their problems. Content marketing raises brand awareness by delighting consumers before pitching to them.

To be a successful content marketer, you must create content to satisfy your ideal buyers in each stage of the buyer’s journey:

  1. Awareness stage
  2. Consideration stage
  3. Decision stage

In other words, your content must:

  • Educate consumers about a topic they’re interested in or the problems they’re facing.
  • Tell consumers how they can increase their knowledge or solve their problems.
  • Guide consumers on how to make the most out of what they’ve learned or what they’ve purchased.

Consumers are getting smarter, and they’re more stingy with their trust than 20 years ago.

If you want a shot at converting them, you’ve got to speak to their hearts and minds before their wallets. And you can do that by providing them with valuable content on a variety of platforms.

Why Your SaaS Business Needs Content Marketing: 5 No-Brainer Reasons

Content marketing is important in this ever-evolving digital age. There’s no denying it.

And as an online SaaS business, leveraging content marketing benefits leads to growth and a powerful reputation.

If you’ve been spending your time, effort, and money on marketing techniques like PPC (pay per click) campaigns and Facebook ads, focusing more on content marketing will also free up lots of your schedule and budget.

Let’s look at five reasons why your SaaS business needs content marketing, and what it does for your brand.

1. Content Marketing Means More Visibility

Content marketing and search engine optimization (SEO) go hand-in-hand.

If your primary content marketing avenue is blog posts, then implementing SEO best practices will ultimately be how you get the most out of your efforts. SEO and content marketing complement each other perfectly because, even if your content is optimized for search, if it isn’t suiting the intent of the user or providing value, it won’t ever perform well.

And on the flip side, if your content satisfies user intent and provides value, but isn’t being discovered by anyone because it isn’t optimized for search, then your efforts aren’t bearing much fruit.

But remember, content marketing goes beyond Google.

It can also refer to social media posts, videos, webinars, infographics and any other type of content creation.

So by creating valuable content and marketing it on platforms like YouTube and Instagram, you reach an entirely new audience that you might not be able to reach via search engines if your content isn’t ranking yet.

According to Search Engine Land, search drives 34.8% of traffic whereas social media drives 25.6%. Although ranking well on search engines like Google will bring you the most traffic, social media still takes a huge piece of the pie.

2. Better Marketing Results for Less Money

Smart Simple Marketing reports that content marketing is cheaper than traditional advertising forms while also being more effective.

More specifically, it costs 62% less than traditional marketing and generates about 3x as many leads.

Not only that, but content marketing is an extremely low start-up cost and you can get started immediately.

Or, easily find someone to outsource it to.

Why is this important?

According to Bigdrop, SaaS companies spent 10% of their annual budgets on marketing, on average. But over the years, it grew. In 2015, it rose to 11% and in 2016, to 12%.

And for bigger SaaS companies, that number is even higher. For many, over half of their annual recurring revenue (ARR) goes towards marketing and sales expenses.

In fact, a partner at Redpoint Ventures named Tomasz Tunguz found that number is anywhere from 80% to 120% in a SaaS company’s first three years of business.

The reason for such high marketing budgets by SaaS companies can be attributed to a variety of factors, like the fact that you’re competing in quite a saturated market. Plus, the products and/or services of many SaaS companies are so unique that they can be difficult to understand the first time they’re introduced.

However, an advantage that SaaS companies have is the cost of production.

Since SaaS businesses don’t have to recreate their product for each user, the cost of product creation is significantly lower. Ultimately, this leaves more room in the budget for marketing.

Plus, the many SaaS businesses spending all their extra dollars on marketing campaigns leave room for others to dominate with content marketing.

Data from a study by Emily Byford shows that 15% of the world’s largest SaaS businesses don’t have a blog—a 4% increase from 2017.

Of the companies that do, 24% use their blog to provide value for readers via educating them, while 20% use their blogs solely for company news.

This leaves a lot of room for you to step up and provide value where 15% don’t and where 20% of those who do, don’t utilize proper content marketing methods.

3. Increases Brand Awareness and Product Knowledge

Like we discussed earlier, most products offered by SaaS businesses are complex. First-time site visitors often have difficulty understanding them because of their many features.

For example, let’s say that your product is a marketing intelligence platform.

Upon discovering this, your site visitors will likely have multiple different questions that need instant answering, such as:

  • What is a marketing intelligence platform?
  • What does it do?
  • Why do I need it?
  • How will it make my life easier?
  • How do I use it?

And potentially many more.

While this is true for multiple products, I think we can all agree that it’s much easier for someone to figure out what running shoes are versus what a marketing intelligence platform is.

Luckily, you can answer all of these questions through your content.

To truly win customers over, you have to help them understand your product.

You must show them how it solves their problems while also solving their problem of not knowing how to use it.

Creating content about your product—like how it works and how to get the most out of it—is part of satisfying the needs of readers in the decision stage.

In this stage, the reader has already decided to try your product, whether it’s through a free trial or purchase.

Many businesses make the mistake of ending their content value at the point of purchase. You’ll make many customers frustrated and dissatisfied if you fail to meet their needs past, supplying them with a solution.

4. Builds Industry Authority

By producing high-quality content that educates people, you’ll begin earning backlinks.

Backlinks are links from pieces of content published on other websites to yours. The more backlinks you earn, the higher your domain authority becomes.

Domain authority is a score developed by Moz that predicts how likely a website’s content is to rank well on SERPs (search engine results pages).

Basically, the higher your domain authority is, the easier it is to rank for high-volume, high-competition keywords.

So not only will you become better-known thanks to other industry experts linking to your content, but you’ll also begin ranking higher for keywords relevant to your industry.

Many people relate high keyword rankings to success, and in the SEO world, it is.

So by ranking highly for terms that subject matter experts are typing into Google’s search bar, your industry authority goes up a few notches.

5. Generates More Leads

Let’s say you have a magical formula that looks something like this:

content that provides value to readers + high search engine rankings = more leads and customers

Oh wait, you do!

Hopefully, the benefits of content marketing and the ultimate goal (converting more internet browsers into buyers) is becoming clearer.

By driving more traffic to your site and delighting the people who visit, you convert more leads into customers.

According to Search Engine Watch, the number one ranking position on Google receives 33% of the search traffic. Imagine ranking in that spot for a keyword with 100,000 monthly searches per month.

You’d be getting approximately 33,000 pageviews per month just from that one search term!

And according to Optinmonster, 72% of marketers say content marketing increases their number of leads.

Just think about how many leads search traffic—even if it’s significantly less than 33,000 visitors per month—would generate.

Content Marketing Is a Must for Your SaaS Business

It’s time to be a modern marketer and leave traditional advertising in the dust—along with the painful prices you pay for lower ROI.

In a competitive market, the best way to stand out is by harnessing your brand’s voice. And there’s no better way to do so than through content marketing.

If you’re looking for high-quality SEO content that drives more traffic, builds industry authority, and generates more leads, let me help you.

I write blog posts for SaaS companies that help them convert internet browsers into loyal buyers.

Your marketing team doesn’t always have time to generate ideas, write long-form content that educates readers, or optimize it for search.

This is why hiring me as your SaaS content writer will head you to more profitable business growth.

Book a free 15-minute content discovery call with me to discuss the details of your content marketing strategy, or contact me via email.

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