Content Marketing: +11 Tactics to Grow your SaaS company

Is your SaaS company struggling to gain visibility in the crowded digital space? You’re not alone. Many businesses find it challenging to break through the noise and capture their target audience’s attention. But what if there were proven content strategies tailored for SaaS companies that could amplify your visibility and drive significant traffic to your site?

In this article, we delve deep into Content Marketing and uncover +11 hands-on content strategies that have been tried and tested for SaaS businesses. By the end of this read, you’ll have a clear roadmap to elevate your content marketing game, ensuring that your brand doesn’t just survive but thrives in the digital realm.

Expect insights on +5 detailed growth tactics that every content marketer should be aware of, all backed by research and data, providing actionable advice for business leaders. Let’s embark on this journey to transform your content marketing efforts!

#1 Add a PDF Download Page to your content

Drive lead generation by offering a downloadable PDF on a topic of interest to your target audience.

Create a dedicated landing page where visitors can access the PDF after providing their email address.

The PDF should offer valuable insights, establishing your company’s authority on the subject.

By capturing email addresses, you can nurture these leads with further content and product offers.

This tactic not only fills the top of your funnel with qualified leads but also positions your brand as a thought leader in the industry.

Ensure the content of the PDF is relevant to your product or service, guiding the reader towards considering your solution.

#2 Build Comparison Pages

Steal ready-to-buy leads from your competitors. Show users you’re their best option with comparison pages built to rank, persuade, and convert.

Many users search for comparisons like “Competitor 1 vs Competitor 2” before making a purchase decision.

Create a page that compares your product with major competitors to highlight your unique advantages.

✅ Such comparisons can drive significant organic traffic. For instance, Everhour’s comparison of their product versus Harvest and Toggl ranks high in search results.

✅ Once set up, these pages can drive consistent traffic with minimal ongoing effort.

✅ It allows you to proactively communicate your core benefits over competitors.

Credits & Image: Fede Jorge

Check his service: https://saas-hq.com/done-with-you/seo-comparison-pages/?ref=90-days-of-growth

#3 Create a 30-day content calendar from a single blog post

  1. Step 1: Pick a blog from website that covers a broad topic. You can share link to the blog in your socials. That makes 1 content.
  2. Step 2: Break down the broad topic into several subtopic. For the sake of the post, let’s assume I have a minimum of 4 subtopics in hand.
  3. Step 3: Develop 4 carousels that will dive deep into the subtopics. That makes 1+4 content.
  4. Step 4: Pick up the quantitative figures from the blog and make infographics out of them. If there are no numbers mentioned in the blog, make visual interpretation of the qualitative stuff that’s already in there. For the sake of this post, I am assuming that I can create 4 such infographic from the 4 subtopics. Now we have 1+4+4 content.
  5. Step 5: Pick up quotes or important facts from the blog and turn them into static images. Elaborate the fact in your caption. Let’s say you can create two such statics from the blog. I usually use data I derived from secondary sources to make these kind of content. We have reached 1+4+4+2 content.
  6. Step 6: Reshare the blog link in your socials to generate more traffic. No harm in doing that. We now have generated a total of 1+4+4+2+1 = 12 content to cover us the whole month.

Credits: https://www.linkedin.com/posts/rifah-nawar_repurpose-contentgenerationmadeeasy-contentgeneration-activity-7051460325656707073-cC5r/?utm_source=share&utm_medium=member_desktop

#4 Create Longform Content from Existing Posts

By merging several smaller posts on related topics, you can create a comprehensive longform guide or “mega-guide.”

  • Longform content tends to rank better on search engines and can establish your brand as an authority on the subject.
  • This approach not only breathes new life into older content but also provides readers with a one-stop resource on the topic.
  • Additionally, combining insights from multiple posts ensures depth and thoroughness, enhancing the user experience.

#5 Get Interviewed On Podcasts

When offering a discount, always ask for something in return.

Otherwise, you devalue your product and lose trust.

Offer discounts only in exchange for:

  • Long-term commitment
  • Upfront annual payment
  • Taking part in a case study
  • Intros/referrals to other companies
  • Signing/onboarding in the next x days

👉  Learn more about it here.

#6 Know the ‘results’ of your product

Talking about the results delivered by your product is excellent.

Do not only talk about functional results, but also emotional and social results associated with using your product.

Here are three examples:

1. Functional results:

  • Close more deals (e.g higher win rate)
  • Keep customers engaged (e.g. lower churn rate)
  • Build a positive employer brand (e.g. faster time to hire)
  • Release more features faster (e.g. increase in NPS score)
  • Create nice social media assets in minutes (e.g. higher social engagement)

2. Emotional results: How your customers feel

  • Feeling proud
  • Feeling confident and strong
  • Feeling organized
  • Feeling relaxed
  • Feeling smart

3. Social results: How your customers are perceived (by others)

  • Increase in standing and reputation
  • Being ‘seen’
  • Belonging to someone
  • Being Relevant
  • Being perceived as professional

#7 Revamp the top 3 jobs to be done

Customers don’t buy your product because of all your features.

Actually, they don’t care.

Customers “hire” your product. They care about what’s in for them.

Your product helps them to do their job better:

  • e.g. create beautiful websites/convert lots of traffic in signups/close more deals/get customers’ insights (—> Jobs to be done)

They want to feel [emotional results using your product] – e.g. healthier/more productive/smarter

👉 Revamp the 3 main jobs to be done for your ideal customer (do research, customer interviews, read reviews, etc.).

Adapt them in your customer-facing communication.

#8 Revamp your 1-sentence value proposition

Your 1-sentence value proposition is key for all your sales and marketing communication.

👉  We enable/empower/help [ICP] to [Main Result] by [Solution]

👉  We, [company XYZ], create software/platform for [ICP] that enables/empowers/helps them to [Main Result] by [How]

👉  My/our product/service helps [the target group] who want [jobs to be done] by [minimizing a pain] and [maximizing a gain] unlike [your competitors]

#9 Social proof/testimonials – Pricing Page

Add social proof also on your pricing page.

👉 See https://www.notion.so/pricing or http://partner.canva.com/alexnotion pricing page.

#10 Social proof/testimonials – Signup/ account page

Add social proof also on your signup/create account page.

#11 Social proof/testimonials – Welcome email sequence

Add social proof also in your welcome email sequence.

As long as signups haven’t converted to paying customers you still need to ‘sell’ – so the social proof is key. This could be sharing a case study or product reviews.

Conclusion

In summary, effective content marketing is more than just creating content; it’s about crafting strategies that resonate with your target audience, amplifying visibility, and driving consistent traffic.

Lastly, consider segmenting your users for a more personalized reading experience, ensuring that your content resonates even more profoundly with your audience. Here’s to your content marketing success!

To fuel your quest for growth, we’re excited to share this exclusive resource: “30 Days of Growth“. Take full advantage of this bundle for an unbounded growth journey!🎯

Article by

Mariano Martene

I do growth & marketing ops for B2B SaaS. I've worked for over ten years on marketing and have done a lot! In my last job as Head of Growth, I helped the founders of a SaaS company go from €1M to $2.2M. I’m now working on a marketplace for B2B experts and run a newsletter where, every week, I share resources and bite-sized case studies to grow your SaaS. I’m also the city leader for SaaStock Local chapters in Lisbon, Portugal! 🇵🇹 Drop me a message if you’re around!