SaaS solutions are one of the more difficult digital products to launch. Although a SaaS solution is in essence a subscription-based product that people are signing up to pay you monthly to use, it can’t just be marketed as though it is an ecommerce store. In fact, the crux of SaaS content marketing is using content to identify pain points that a potential user may be experiencing. However, that doesn’t mean that you don’t want to promote the solution to these problems as being your SaaS software. It just means that your content marketing strategy needs to be geared toward your audience’s needs and not that of your company.
However, before you can do this, you need to identify your audience. You can do this by whittling down your various buyer personas into distinct entities you can gear your marketing efforts toward. A good way to do this it to actually think about your audience’s pain points. You can do this by creating a customer journey map. What a customer journey map does is it allow you to get inside the head of your potential user and see what their experience is going through your SaaS sales funnel. This includes everything from when they first become aware of your SaaS product, to when they first visit your website, to when they actually become a user of your product. It should also include any issues that they may have with your SaaS product, particularly if it affects whether they renew their subscription or whether they let it expire if they are dissatisfied with how they are able to use your SaaS offering.
In that sense, your content marketing efforts need to not only be focused on user acquisition, but also user retention. Of course, the most crucial part of the customer journey is when a potential user actually finds your SaaS website. When they do so, you want to make sure that your marketing materials directly address the pain points which led them to seek out a solution to these in the first place. For example, if you are a CRM for construction companies, you will want to focus your content marketing efforts toward organizational issues within construction so that someone who may consider adopting your software can immediately see how it would benefit them.
You also need to make sure that your SaaS content writing stands out from the crowd. What this means is that you should focus more specifically on particular pain points, including financial, emotional, technical, and even time management. This will help you gear your SaaS product as being a viable alternative to market leads in your SaaS niche, and can even be geared toward keyword-specific search queries for people actively looking for alternatives to a competing SaaS product.
Once you are able to do this, you can then develop these content marketing categories and create them around your specific SaaS niche and also your audience. You may even be able to identify pain points that are unique to your SaaS space and that may resonate with your various buyer personas. By building your audience’s pain points into your SaaS content marketing efforts, you will be able to better serve your users and convince them to adopt your software for the long term.
