As a SaaS company, you know that content marketing is essential to building your brand, increasing website traffic, and generating leads. But with so much noise in the industry, it can be difficult to know where to start. Here are the top 5 things you need to know about SaaS content marketing to help you get on the right track:

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1. Thought Leadership Is Key

To stand out in the crowded SaaS market, you need to establish yourself as a thought leader in your industry. This means creating high-quality content that provides insights, opinions, and expertise on topics relevant to your target audience.

Thought leadership is a key tool for influencing decision makers. A survey by LinkedIn and Edelman found that 63% of buyers report that thought leadership provides proof that an organization genuinely understands or can solve your specific business challenges.

 

By sharing your knowledge and demonstrating that you understand the challenges your customers face, you can build trust and position your company as a go-to resource for industry information. Thought leadership content can come in many forms, such as anchor content, white papers, case studies, and blog posts. But whatever form it takes, it should be informative, engaging, and written in a tone that reflects your brand’s personality.

 

Gated content is a great way to generate leads,. However, it is important that the content you create is of sufficient value that the customer believes there has been a fair value exchange. Providing access to unique data can significantly improve the value of the thought leadership to your audience, and potential news worthiness of the insights. This can include analyzing in-house data or investing in creating relevant surveys.

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2. Educational Content Is Equally Important

While thought leadership content is essential for building your brand and establishing authority, educational content is equally important for driving growth. Customers want to learn about the products and services you offer, but they don’t want to feel like they are being sold to. By providing high-quality, informative content, you can educate potential customers and build trust with them.

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Educational content can take many forms, such as listicles, pillar articles, and how-to guides. The key is to create content that is tailored to your target audience’s specific needs and knowledge level. For example, if you’re targeting professional investors, you may want to focus on the more technical aspects of your product, while if you’re targeting SMEs, you may want to create content that is more accessible and easy to understand.

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3. Leverage Influencers

Influencer marketing is a powerful tool for SaaS content marketing. By partnering with influencers in your industry, you can tap into their networks and reach a wider audience. Influencers can help you build trust with potential customers, drive traffic to your website, and generate leads. Look for industry events, podcasters and providers of complimentary services. As these are personal interactions, it can be great opportunity to boost the personal brands of your leadership team and spokespeople.

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4. Build a Community

Building a community can also be a great way to create a loyal customer base that will champion your brand. This community can include existing customers, employees, partners, and other stakeholders. By creating a space where your community can engage with your brand, access resources and learn from each other, you can build long-lasting relationships and drive growth for your SaaS company.

 

Many SaaS companies have established industry forums or resource hubs. A good example is Salsify's Digital Shelf Institute that brings together more than 3,000 members to discuss brand-manufacturing topics, share experiences, participate in roundtables, webinars and access a variety of research, reports and podcasts. Another example is that of the ADP Research Institute that produce high-quality research and surveys into a variety of labour market and workplace topics. Both of these provide significant value to their members and solidify the brands position as industry and thought leaders

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5. Focus on UX

User experience (UX) is critical to successful SaaS content marketing. All your work in positioning your company as an industry leader will be undone if the user experience is clunky and the software is difficult to use. Consequently, you need to prioritize user experience, ensuring that your solutions are easy to use and intuitive.

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But it’s not just about the software itself. Your commitment to providing amazing experience should extend to your marketing materials as well, from the website to emails and reports. Your marketing materials should be consistent, well-designed, and beautiful. Some of the best SaaS companies are experimenting with producing digitally-native content, such as replacing PDF reports with dynamic, content-rich microsites.

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6. Personalize Your Content

Personalization is the next frontier in successful SaaS content marketing. Personalization can take many forms. At its most basic it can simply be using the recipient’s name in an email and creating targeted content based on the audience profile of your recipient’s interests and needs. However, personalization can go further, creating content that is unique to the individual or company. For example, creating personalized benchmarking reports. This sort of personalization can significantly boot engagement and build stronger relationships with potential customers.

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Final Thoughts

SaaS content marketing is a powerful way to educate, inform, and engage your target audience. By providing high-quality, informative content that showcases your expertise, differentiating your approach for different customer groups, prioritizing user experience, and leveraging influencers and communities, you can build trust and credibility for your brand and drive growth for your SaaS company.

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Remember, successful SaaS content marketing requires a long-term commitment to providing value to your audience. By creating content that educates and informs your target customers, you can establish your brand as a thought leader and industry expert, and build a loyal customer base that will drive growth for years to come.

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Why Choose Interpretive Economics

Interpretive Economics is a boutique B2B content marketing agency specializing in helping professional B2B companies in Singapore and around the world to create high-value content that resonates with their target audiences. With our unique methodology that draws on the field of economics and the tools used by economists to understand the world, we develop market-leading content and thought leadership on the technological, economic and environmental trends impacting your customers.

 

We are experts at creating high-value content that combines data with thoughtful insights . We've successfully worked with a growing number of global Fintech, SaaS, Professional Services and Pharmaceutical leaders to create white papers, thought leadership reports, data-driven research, economic dashboards, educational content, personalized reports and more. Check our our case studies here.

 

To find out more about how we can help solve your most complex content challenges - get in touch today!

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