There’s a joke I see often on LinkedIn that says there are more SaaS content marketing agencies than there are actual SaaS companies.
But I think there’s some truth to that!
So, when it comes to finding the right agency for your SaaS company, it can get pretty overwhelming fast. There’s just so much choice.
Why are there so many SaaS content marketing agencies/specialists?
You might wonder why so many companies or specialists focus on SaaS. Well, I’ll be blunt: SaaS is seen as a lucrative industry. And what comes with that, unfortunately, are companies that go after SaaS for all the wrong reasons and don’t have the experience or knowledge to get great results.
However, there are also some fantastic SaaS-focused agencies and content specialists out there.
In this blog, we’ll examine what makes a brilliant SaaS content marketing agency – and we’ll help you find one that gets your business and is just as good as it looks in a shop window.
What are your marketing goals?
How do I know what my content marketing needs to achieve?
For most SaaS companies, their primary goal is to add Monthly Recurring Revenue (MRR).
Of course, this is crucial, but content marketing can—and should—do far more than that.
It should:
- help you retain your customers
- boost your brand’s visibility
- provide top-notch customer service through helpful, insightful content.
Think about it: if your content isn’t driving these results, it’s just noise.
When it comes to successful SaaS content marketing, you need to align your content marketing strategy with the broader business goals.
When you get this right, your content will attract and convert your ideal customers, turning them into loyal ambassadors for your brand.
And that’s the most important thing for your bottom line.
When you’re clear on your goals, finding an agency to help you achieve them becomes so much easier.
5 things to look for in a content marketing agency
When you’ve sorted out your goals, here’s what to look for in a great content marketing agency.
Five key things for your checklist:
1. Proven results and methodologies
Much like our Content Compass methodology at Jammy, a great agency will have a structured approach – so ask to see it!
How do I know if they have a structured approach or are just winging it?
Jammy’s unique framework includes five key elements that guide us in producing great content for our clients. Let’s look at it as an example.
Our content must be:
- Creative: It has to stand out with killer hooks, compelling stories, and a unique tone of voice that aligns with each brand and resonates with its audience.
- Clear: It needs to cut through complexity and use similes, metaphors, and straightforward explanations to make it easy to understand. As Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”
- Conversion-focused: All our content is planned meticulously and designed with a clear goal and regular calls to action to consistently guide the consumer to the next step in their journey.
- Customer-centric: We carefully plan our content to be the best answer to an audience’s online questions. By following this simple objective, we consistently deliver exceptional value and service.
- Courageous: We always try to be bold—whether that means taking a strong stance, sharing vulnerable stories, or addressing objections head-on. Simply put, we aren’t afraid to say what others won’t.
When you’re evaluating a content marketing agency, always ask them about their methodologies.
If they simply create blogs to hit keywords and don’t think about much else, take that as a warning sign that this company doesn’t know how good content can work for SaaS businesses!
You should see a system that excites you about working with that particular company – something that aligns with your business goals and not just gaining some nice vanity metrics.
2. Social proof from other SaaS businesses
Social proof is crucial when choosing a content marketing agency for your SaaS business.
Testimonials, case studies, and reviews from other SaaS companies provide insights into what it’s actually like to work with an agency – and whether they can get the job done.
But what am I looking for?
Take the case of our client, ScoreApp, a SaaS company that saw remarkable results through content marketing.
Over just 18 months, they experienced a 580% increase in keyword rankings, a 321% boost in website traffic, a 360% rise in email subscribers, and an impressive 187% increase in paying customers!
This kind of transformation is exactly what you want to see from an agency that understands your business.
If you’re interested in the whole story and how these results were achieved, take a look at the full ScoreApp case study.
And make sure you can actually SEE the content they have created for other companies. Is it on their website? YouTube channel? LinkedIn? Is it the kind of content you’d like to represent you?
When assessing potential agencies, don’t just take their word for it—always listen to what their clients have to say.
3. An understanding of the SaaS industry
Content marketing for SaaS companies requires an understanding that this fast-moving, competitive field is an entirely different beast from other industries.
So, exactly how should a great agency approach it?
You can’t just churn out blog posts and get a ton of rankings (that may or may not be relevant to your target audience). Your agency must understand the complex SaaS buyer journey, the need for customer retention, and the importance of demonstrating value over time.
Content marketing agencies that understand your industry know these nuances and will create content that fits an overall marketing strategy.
A well-rounded strategy will consider how your content can support customer retention, boost brand recognition, and drive long-term growth.
At Jammy, we look at the bigger picture and tie everything together so that all aspects of your content strategy work harmoniously to support your business’s overall goals.
Make sure the agency you choose understands the SaaS industry. They need to know what works and what doesn’t – and show you a content strategy that fits your business.
4. Wider marketing knowledge – not just SEO
An emphasis on SEO is very important, BUT it’s not the be-all and end-all of great content marketing.
Don’t I need to focus on SEO to get more customers?
They will take a big-picture approach to your content marketing and understand that driving traffic is just one part of the equation.
It’s not just about rankings; it’s about converting website traffic into leads, moving users from a free plan to a paid plan, getting prospective customers to move away from your competitors and over to you, retaining your existing customers, reducing churn, and attracting enterprise clients. It can even help with attracting top-talent to your company.
Ultimately, content marketing should help you achieve many of your business goals. So, you need to work with an agency that understands SEO, business strategy, customer retention, brand development, and sales.
5. The right ‘fit’
You’ll likely work with your content marketing agency long-term (we have been working closely with our clients for years and continue to do so!).
So it’s essential that, well, you like them and enjoy working with them!
It’s good to know in advance what kind of agency you are looking for. What is the culture like? How do they operate?
What’s an example of a right fit/wrong fit SaaS agency?
For example, we’re a small team of twelve who work long-term with a maximum of 8 clients. We get to know our clients’ businesses very well.
We also lead the content strategy and production. So, companies don’t tell us what content to create. We work together to develop the right strategy and, from there, a content plan.
When we produce content, we work fast – for one SaaS client, we create a daily in-depth blog post and video content 3-5 per week. This means that the approval process has to be quick (in fact, we’ve now reached the stage where they trust us to publish solo).
For some SaaS companies, this kind of work is not suitable. And that’s okay. For others, it’s perfect. You can probably tell right now from reading it if we’re the right fit or not!
And that’s what you want to evaluate when working with a SaaS content agency – are they the right fit? Does the way they work suit your business? Do you like how they do things?
Content marketing to get your SaaS company known everywhere
When you start working with the right content marketing agency, it can work wonders for your SaaS business.
So take time to find one that’s right for you.
Choose a partner who understands your industry, has proven methodologies, and can provide social proof of their success.
You’ll be well on your way to achieving your marketing goals and increasing revenue and profits.
At Jammy Digital, our unique approach to strategic content marketing has helped SaaS companies like yours increase their MRR, build their brand, and retain loyal customers.
We get the challenges of the SaaS industry and deliver results that matter to your business.
Are you ready to take your SaaS content marketing to the next level?
Let’s chat.
We’re here to help you get seen, get known, and get results!
