9 foolproof content marketing tactics for SaaS companies

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Content marketing is a powerful tool for any company; however, this does not mean that all companies will apply it in the same way. Each segment has its particularities, or better yet, those infallible tactics to guarantee the best result.

The focus of our post this time is on Content Marketing for SaaS companies . You will learn which are the foolproof tactics that cannot be missing in your strategy. Get to know them.


1. Focus on useful content
A common mistake is to think that Content Marketing should be like a salesperson, something imposed on the visitor, like some kind of heavy propaganda in the form of an article or e-book.

The point here is that it is exactly the opposite: Content Marketing costa rica mobile number database seeks to win over the customer in the most natural way possible , helping them make an autonomous and conscious decision to buy your product.

If content is not to be "propagandist" (for lack of a better word), then what should it be like? Be careful not to believe that the answer is "fun" or "curious." Yes, these are positive characteristics, but not the point.

Remember that you want to build authority and make the customer understand your product better. That is why the content must, above all, add value. In other words, Content Marketing for SaaS companies focuses on usefulness and relevance.

2. Publish case studies
Case study content isn't ideal for driving traffic, but it's essential for converting into sales.

A person can come to your company's blog and read all the articles posted there - especially if they are useful, as we highlighted in the previous article - and still never buy anything.

But the moment she discovers real success stories from your SaaS users, she has a good reason to buy too.

Case studies work especially well for B2B SaaS companies , where the decision to invest in a vendor is more complex. In this case, case studies from satisfied users can help speed up the process, especially if they are well detailed.

3. Create a site just for content
Having a blog within your organization's site is common. But some companies take Content Marketing so seriously that they create a dedicated site, just for publishing. The domain is different and often not related to the company's own domain.

Rock Content itself - with the Content Marketing site - is an example of this tactic in action. In the world of SaaS companies, Adobe also created a site exclusively for publishing its own content.

The point is that by adopting this tactic, you can rank your content higher. This makes you gain more strength and reputation online. Of course, as a result, the content will also boost your company's site.

4. Bet on questions and answers
For a SaaS company that operates in a very technical field, investing in questions and answers can be a smart alternative to generate traffic without requiring much effort.

This format encourages problem solving, and a person who needs timely and objective information will be easily drawn to your page.

Do you want a good example? SaaS companies linked to accounting or foreign trade, as these are areas with countless rules, which can cause doubts both in the newly trained professional and in the manager with years of experience.

When they need to get one of those questions answered quickly, they will surely appreciate a Q&A page with great content.

5. Ask for reviews and evaluations
How about including some third-party content in your strategy? Better yet, comments and reviews from people who are considered authorities in your segment.

This type of material guarantees credibility , which is essential to convince customers to adopt your SaaS.

Keep in mind that this decision crosses barriers, such as the transition between software and the implementation effort.

Therefore, everything you can do to make it easier, to strengthen the seriousness and reliability of your brand, giving more security to prospects, is valid.

6. Publish guest posts
Bringing in reputable people to post on your company's channels is great. Guest posts are articles written under your company's name, but published on a partner's site, blog, social network, or other channel.

This third party, of course, needs to be chosen carefully. It should be someone related to the segment you are targeting and, at the same time, with a different or larger audience than yours.

Want a practical example? Imagine a company that offers invoicing software publishing your guest post on the blog of a company that sells inventory control software.

This is a super powerful tactic to increase your audience, as your content will reach people who normally don't read it. And most importantly, you don't need to invest any financial resources.

You can get the same result that an Adwords campaign would produce (or, who knows, an even better result) without spending a penny.

Learn how to do Guest Posting with our free and comprehensive guide on the topic!

ebook guest blogging
7. Involve your users in content production
Generally, when we talk about UGC, User Generated Content , or Content Generated by Users, we are referring to one of these possibilities:

Reviews of your product;
Question resolution communities.
The first alternative is seen mainly in the world of e-commerce. Meanwhile, the second alternative is much more interesting for the Content Marketing strategy for SaaS companies.

In fact, such user communities are not unknown in the tech world; communities already exist for programming languages, games, and teams.

Creating a community for your SaaS users isn't a huge innovation, but it's a recipe for success.

These communities add an attraction for the user that goes beyond their practical use: it is interaction. Meanwhile, for the company, it is a means of generating content without having to produce it. In this case, it is only a matter of moderation.

8. Invest in other formats
At the beginning of the post, we talked about using multiple channels for Content Marketing. Now, let’s raise the bar a bit further: how about investing in different formats?

When the word “content” is used, we automatically think of text, but the truth is that this is not the only format and, in fact, it may not be the most effective. A large part of the audience that consumes content prefers audio or even video.

Our suggestion, therefore, is to incorporate podcasts and vlogs into your arsenal. They allow you to do things that don't come across so well in an article or e-book - such as, for example, demonstrating your SaaS in action.

These pieces of content are also a way to humanize your brand , literally giving it a voice and a face. They can also be more convenient for your audience, which directly impacts engagement.

9. Follow the relevant indicators
Indicators have great power, they are like the control panel of an aircraft, which indicates when something starts to go wrong, so that you can take action before it is too late.

This is how you can check the success of your content marketing strategy (or any other strategy), or change it if necessary. Let's look at some examples of relevant indicators.

Leads by Lifecycle Stage
In English, Leads by Lifetime Cycle is an indicator that measures the number of unqualified leads , those that are in the marketing qualification stage, and those that are in the sales qualification stage.

This makes it possible to compare the proportions between them, which also helps in identifying where problems may be arising in your sales funnel .

Leads/Clients Rate
The main objective of Content Marketing for SaaS companies is to generate leads that can, through the correct processes, be converted into customers.

It is not enough to complete only half of that objective, generating leads without getting new clients , so it is relevant to accompany an indicator that points to the proportion between them.

Ideally, the rate should be close to 1, which would indicate that all leads are being converted into customers. Of course, this doesn't happen, but be careful not to let the relationship between customers and leads get out of control.

Leads by channel
Content Marketing can be developed through different channels: blog, social media, e-mail. So, it is a good idea to monitor how many leads are being generated by each of them .

This way, you can identify which ones are most beneficial for your strategy, and concentrate efforts on those that will bring the best return.