The SaaS industry has become quickly oversaturated, with various software companies pivoting their business model to more directly focus on subscriptions. However, that does not mean that there is room for a SaaS company to create and sell a new software. All it means is that SaaS companies need to be aware of how they are perceived in the market and make changes to alter this perception. The best way to do this is through the use of content. Content can help a business define itself online and appeal to various buyer personas, which it can then gear its content marketing strategy toward once these are defined.
For SaaS companies, the best way to target its content is through a SaaS content marketing strategy. By positioning itself a brand leader, a SaaS company can use content to build its authority and brand. This can be done in a number of ways. Firstly, a SaaS company can use content to create comprehensive guides about pain points that its customers may be facing. For example, if a SaaS company is trying to develop a customer engagement platform, they can write a guide to engaging customers.
This guide needs to be comprehensive and authoritative. It needs to be the definitive source on customer engagement and give a detailed insight into how businesses can better engage with their customers Framed correctly, it can also be used to rank on Google for relevant keywords related to customer engagement, including the term ‘customer engagement’ itself. If a SaaS company is willing to invest in a guide of this size and scope, including detailed chapters and custom graphics, they can then become the definitive voice discussing issues surrounding customer engagement.
Doing this will have a profound effect on your SaaS company’s brand. Not only will you go beyond just being a subscription-based software solution, but you’ll also be able to get in front of customers that can actually help you spread the word about your SaaS products. Finding those early adopters for your software is crucial, and becoming a brand authority in the space that your SaaS solution is supposed to serve will help you gain users. Furthermore, using content to do this will show that you are willing to put your money where your mouth is and have the rescues and information available to properly serve customers in a niche such as customer engagement.
While the initial investment into quality content is high, and the ROI may not be immediate, content can help build a SaaS company’s brand authority in a profound way. By investing in content and making sure that your SaaS company is positioned in a way to actually help its potential user base, you will quickly find that new users will start to post in once they see that the breadth and depth of the information you are supplying on your own website and beyond through content is helpful for them.
