There are two big problems with content marketing in the SaaS industry right now…
1. SaaS content isn’t good enough
It’s thin, generic content created solely for ranking on Google. It’s not creative or different, and although it may get rankings and traffic, users bounce off the page pretty quick!
2. There’s only one goal: to get rankings and traffic
Of course, content should increase a SaaS company’s rankings and traffic, but content should also help you hit other business goals, such as increasing sign-ups, improving retention, or attracting enterprise clients. This needs an entirely different content marketing approach – but if it’s done well, it can increase your MRR!
Ultimately, investing in content should increase your monthly recurring revenue and give you a good return on investment – and that takes more than just creating content that ranks for any old keywords.
Because if you’re increasing your website traffic but not your sales, then what’s the point?
How did we help increase paying customers by 187% for a SaaS Client?
Through our content marketing strategy, we helped increase ScoreApp’s paying customers by 187%.
This was because we created a content strategy based on their goals. So yes, part of that was increasing rankings and website traffic, and other parts are focused on increasing conversions and customer retention.
What business goal are you focused on?
This blog post breaks down the EXACT content you can create to help you achieve a specific business goal.
Content can actually help you do the following:
Focus on the most pressing goals first!
Increasing traffic and rankings is only part of what good content can do for your SaaS business.
So, start with your most pressing goals from the list above, and work your way backwards to identify the right types of SaaS content to get there.
Luckily, we’ve already done the hard work for you! We’ve outlined how to achieve each goal below and precisely the kind of content you need to create, too!
Goal 1: Blog content to help SaaS businesses get found on search engines
Your target audience is already out there googling questions about their pain points.
So, they’ll find you when you answer them (and optimise your blog posts for those keywords). If you don’t? They’ll find your competitors instead!
1. How-to articles and tutorials
Pretty self-explanatory, right? These blog posts teach your audience how to accomplish a specific task.
In most cases, your target prospects are googling them because they’ve encountered some kind of problem – and are now stuck.
These SaaS blog posts are especially relevant for top-of-the-funnel prospects: those who are still trying to figure out what’s causing their pain point and how to take the first steps to fix it.
But if you make them more specific (e.g. “How to run a webinar on Zoom“ rather than just “How to run a webinar”), you can target prospects with more awareness, too. Once again, it all depends on your goals!
It’s worth noting that top-of-the-funnel articles like this are typically the most difficult to rank (as they have a LOT of competition), so we’d recommend doing some in-depth keyword research to figure out the content gaps out there and what you could realistically rank for.
It’s certainly possible – but only with the right amount of prep!
Examples of SaaS Content:
- Writing SEO Articles with Semrush: The 4-Step Guide – notice how this is about their own product? The people reading this will much more likely convert to customers
- How to Use a CRM: The Ultimate Guide
- How to make a website with Canva
2. X vs. Y articles
Once they get closer to the bottom of the sales funnel, your prospects know what type of SaaS product they need. Now, they’re comparing different options to find the perfect one for them.
So, make their life easier with comparison articles (i.e. “you vs. one of your competitors”).
Don’t be biased, though! I know it’s tempting to always say that your SaaS product is better, but this would backfire. You’d either:
- lose your audience’s trust
- end up selling to customers who aren’t the right fit (have fun dealing with complaints and refunds!)
Instead, create objective overviews that showcase who each software is – and isn’t – for.
Examples of SaaS content:
- Asana vs. monday.com: which is best for your team?
- LeadQuizzes vs ScoreApp Quizzes – which is the best quiz software for you?
- Make vs Zapier: How Are We Different?
3. Review articles
Just like comparisons, these SaaS blog posts are for prospects who aaaaaaaaaaaalmost know what they want. The superpower of review articles, though? They can either confirm your audience’s hunch or…. flip their world upside down!
So, create (*holds up a megaphone*) OBJECTIVE reviews of both your own SaaS tool and your top competitors.
To avoid coming across as biased, you can also back up your claims with screenshots and user-generated content, like reviews and testimonials.
But still, whenever you identify a competitor’s weakness that you solve with your own software… well, it’d be silly not to clarify that!
Oh, and by the way, you can also review tools that aren’t direct competitors but, on the contrary, would complement your own! Just make sure that’s clear in the article.
Examples of SaaS content:
- Grammarly Review: A Writer’s Best Friend?
- Zoho CRM Review 2023: Features, Pros & Cons
- Dropbox Review 2023 [Features, Pricing, Security & More]
4. ‘Alternatives to’ articles
Some of your target customers have already tried (or at the very least, ‘looked into’) one of your competitor’s SaaS tools. But they’re now realising it doesn’t match their preferences, budget or goals.
Basically, they’re back at the drawing board (=Google). Except they’re now using keywords like ‘best [competitor name] alternatives.’
So, plan some strategic blog posts around them! You can list a few different names (including your own, duh), detail their pros and cons, and clarify who they are/aren’t for.
Examples of SaaS Content:
- 9 Interact Quiz Alternatives: Pros, Cons & How to Choose
- 8 of the best Mailchimp alternatives in 2023 (free and paid options)
- 19 Free Photoshop Alternatives W/ Similar Features
Goal 2: Getting customers signed up for a free trial or ‘Freemium’ version of your SaaS product
Many SaaS purchases start with a free trial or a ‘freemium’ version (i.e. the basic level of the product you can use for free.
Your blog can convert traffic into free trial sign-ups or freemium members, with the aim that they later turn into paid subscribers.
You might think that a free trial is easy to convert – after all, it’s free! What is there to lose? But you’re still asking people to dedicate time to figure out a new tool. So there’s still some resistance there.
In fact, research shows that only 8.5% of organic traffic converts into free trials (although it’s higher for organic traffic than it is with paid ads).
So your trick is to increase this as much as possible.
You do that by creating content where that trial would be a logical next step. Here are the best SaaS blog posts to do that…
‘How to find the right [type of SaaS product]’
Some of your prospects have already figured out what type of product they need. But as for identifying the right one for them? They’re still not sure.
So, to get them out of their ‘overwhelm mode’ (and onto your website), write blog posts that guide them through this consideration.
But once again, be objective! You probably created your SaaS product with a very specific audience, problem and/or goal in mind. That means it won’t be for eVeRyOnE.
So, make sure your blog posts reflect this – and direct the right prospects to your trial.
Example of SaaS content:
- How to choose email marketing software
- How to Choose the Right CRM Software for Your Business
- How to Choose the Right Accounting Software for Your Business
2. Buyer’s guides
Much like the previous example, this type of SaaS blog post aims to help your audience find the right product for them.
Buying guides tend to be more in-depth and have a stronger focus on, you know… TAKING ACTION!
Psst: if you want to get more trials for your Enterprise plan, consider gating your buyer’s guides. That way, those large companies will still gain access to your juicy insights. And you? To the email address or phone number of their key players. A win-win!
Examples of SaaS buyer’s guides:
- Buying Guide: Operations Management Software
- The eDiscovery Processing Software Buying Guide
- The Ultimate CRM Buyer’s Guide
3. Industry reports
Sure, they’ll take a bit (*cough cough* A LOT) longer to put together, and you’ll need to conduct your own research. For instance, at Jammy Digital, we used a quiz to gather exclusive insights and compiled them into a report on Entrepreneur Mental Health.
But trust us, it’ll be worth it. Industry reports are the kinds of SaaS blog posts that get you more trial sign-ups and position you as a thought leader too.
So, that’s why you don’t want to give them away to every Tom, Dick and Harry. Instead, tease some stats in the actual blog post – but ask for an email address to get the full report.
Examples of SaaS industry reports
- The Entrepreneur Mental Health Report 2023 (okay so this is ours, but you get the picture )
- Accounting & bookkeeping industry performance report
- e-Learning Industry Report
4. ‘Why’ content
Even when they’re pretty serious about (potentially) choosing your product, most prospects still have plenty of questions and objections.
THESE are the types of SaaS blog posts that will answer them for you!
Think of articles like “Why we’re more expensive than [competitor].”
We can feel your reluctance from here: “Lyndsay and Martin, are you okay? I can’t do that! I’d put people off.”
But we create this kind of content regularly (even when we start hyperventilating before pressing ‘post’):
- You do need to put some people off – Hint hint: those who wouldn’t be the right fit for your SaaS product
- These articles can actually get you more sign-ups from the right audience – After all, 85% of consumers are more likely to support brands they see as honest.
So, answer those uncomfortable WHYs, too.
Example of ‘why’ content for SaaS:
- Why Are We Raising Our Prices For Our SEO and Content Management Service?
- Freemium model for SaaS: why we don’t have it!
- 10 Reasons Why You Don’t Need a CRM
Goal 3: Get someone onto a paid plan after their free trial
So, you got more trial sign-ups (*virtual high five*). That doesn’t mean you should stop creating SaaS blog posts for these customers.
Don’t get us wrong: some people will switch to a paid plan at the end of the free trial. Smoothly and spontaneously.
Some others might consider it – but they still have doubts or reservations.
So, answer their questions, show them exactly what the next step should be, and remind them of WHY they should go for it.
Essentially, create ‘onboarding content’ that helps your customer understand your SaaS as much as possible and see the benefits of using it.
‘How to set up [your product name]’
Let’s face it: not everyone is good with tech!
And even though you think your SaaS product is easy-peasy, it might not be that lemon-squeezy for some customers.
So, offer them an additional helping hand: write simple tutorials on how to get started, step-by-step.
2. FAQs about your SaaS product
Do your sales and customer service teams get the same questions ALL. THE. TIME?
You can easily make their stress levels lower and your conversions higher: just answer those questions in one place. Keep a working web page of FAQ that even your customer service team could update (they’re the ones who know the answers to these questions the best!)
You can also create separate SaaS blog posts to expand on some of them individually. FYI, this is FAB for search engine rankings, too!
But have a clear FAQ that answers questions, and if you have an article or video that goes into more depth on the answer, then link to that, too. It’ll be a HUGE help for your audience.
- Teaching on Udemy: Frequently Asked Questions
- Asana Frequently Asked Questions
- SEMRush – Popular Articles and FAQs
3. Case studies
Case studies are excellent for:
- bottom-of-the-funnel prospects (those who’re SO close to saying “I choose you,” Pokémon-style)
- anyone who’s already gone through the free trial and now needs a final nudge
So, instead of just telling them how much of a difference your SaaS tool will make… SHOW IT to them!
Share case studies of how another company generated X results with your product.
And to really trigger their FOMO, be specific. Use both clear examples and client input (like testimonials).
- How Apollo Used Chili Piper to Increase Revenue by 300%
- How ClearPivot Saves 40 Hours On Client Reporting Every Month (& How That Improves Performance)
- Drift Uses Gong’s to Increase Sales Productivity “GOLDMINE OF DATA” to Increase Sales Productivity
- How we helped increase customers by 187% for ScoreApp – okay, this is ours, but it would be rude not to share it, right?!
4. ‘How to get the most out of [your SaaS product]’
People are so busy, with a lot on their minds. So they may have signed up to your SaaS with great intentions of getting stuck in, but then they lose interest and get distracted.
So, some of them will sign up for your free trial BUT:
- Forget to use it
- Only look at it briefly (and end up missing out on the juiciest bits)
That’s why you need a magic wand from Ollivander’s to turn more free trials into paid customers.
Only joking. What you actually need is to create content on how to get the very best out of your SaaS software.
Basically, highlight its features and benefits and show your customers what difference they’ll make for them.
- How to get the most out of Zapier workflows for your team
- Save more time with these Office tips: sharing
- Get the Most Out of HubSpot: Our Top 20 Tips & Tricks!
Goal 4: Helping new customers transfer from your competitor to your software
Some people choose to go with your competitor over you (a bit annoying, but okay.)
But some of those people might find that your competitor’s product just isn’t working for them.
Or perhaps you know that your product is better suited to what they need – maybe you can save them more time and money or offer better features.
You can use content to get them to move over from your competitor to you – but this does take some education.
We’re not just talking about a monetary cost here; there’s a huge pain in the arse cost! Because your customer has to spend their time transferring to you – and even if they know your product is better suited, getting someone to do that is tricky.
It’s why companies like ActiveCampaign offer a free migration service for new customers (a fantastic idea!)
So, yes, it’s tough. But with the right educational, honest content, you can get people to transfer from your competitor to you.
Here are some ideas to help you…
‘How to/how long does it take to switch from [competitor name] to [your name]’
The biggest concerns when switching SaaS tools? Time and difficulty.
If they don’t know what to expect from you, some prospects will assume the worst (=that the transition would be too time-consuming and difficult). And, you know… give up without even trying.
Instead, write SaaS blog posts or create video content that walks them through this switchover and tell them exactly how long it’ll take.
- How to switch from Mailchimp to MailerLite
- How Fast Is To Switch CRM’s?
- Moving from WordPress to Squarespace
2. ‘Is it really worth moving from [competitor name] to [your name]?’
It’s becoming the mantra of this article, but once again: be objective!
Switching SaaS products:
- will be worth it for some users and in some specific instances (if so, then talk about that)
- but also talk about who it is NOT right for (so, be honest. After all, you don’t want to mislead wrong-fit customers… and then deal with refund requests, do you?)
- Trello vs. Jira: Which to choose (and how to use them together)
- Apple Mail vs. Gmail: Is It Worth Switching to Mail After Its iOS 16 Update?
- Why should you switch to Websand from Mailchimp?
3. ‘How do we support your moving from [competitor name] to [your name]?’
It doesn’t matter if it’s to the other side of a stream, a rickety escalator or… a different SaaS tool: any jump feels less scary if you know there’s a helping hand on the other side (“You jump, I jump,” as Rose and Jack would say).
So, show your prospects that, when they switch to your software, you’ll be there to catch them.
- Moving from Weebly or Wix to Squarespace
- From One IT Buyer to Another: Tips for Companies Switching CRMs
- Ready to switch from Salesforce?
Goal 5: Make your customers successful by using your SaaS
You might have been led to believe that getting new sign-ups is the end goal. But to reduce churn, you should create content that assists your current users too.
So, here’s how blogging for your SaaS tool can turn existing customers into faithful FANS.
‘So, you’ve successfully set up [your name], now what?’
Your customers have signed up for your tool, and now they’re met with a new interface they know next-to-nothing about. Some of them will start to feel a little (=very) overwhelmed.
After all, nobody wants to waste HOURS trying to figure it all out on their own, jumping from one help forum to the next.
So, bring all the next steps in one place!
- Getting Started with Freshdesk
- The Zapier quick-start guide
- Getting started with Zendesk Suite – Introduction
2. Learning more tricks
Ever thought that a popular film was over-hyped because you just didn’t get it? But then someone mentioned, “Oh, it all clicked together with the post-credit scene,” and you were like, “Wait, there was a post-credit scene?!”
You DON’T want that to happen to your SaaS customers!
So, create blog posts that help them unlock all the best features or save even more time. For instance, you could share these tricks in a round-up article or go more in-depth through separate ones.
- Learn Trello’s top tips and tricks
- Guides – Sharpen your skills and explore new ways to use Notion
- 4 HubSpot Workaround Hacks to Speed Up Your Process
3. How-to articles to teach customers how to be successful
Can your software be used by different audience segments? Perhaps in different ways, too?
Then, create more personalised tutorial-style articles for each of them. Show them what they can actually achieve when they use your tool strategically!
One of ScoreApp’s most shared articles in their customer support Facebook group is 29 Ways to Launch Your Quiz – a simple yet hugely effective article that helps users once they’ve set up their quiz!
- How Event Organisers Can Use Quizzes to Deliver the Most Amazing Events
- How Marketing Teams Can Use Savio to Optimize Content and Drive Growth
- How accounting firms can use CRM software to drive business growth
4. Templates to make your customers’ lives easier
We bet your software is already saving them time and headaches. But maybe some templates can make even MORE of a difference?
Then, when blogging for your SaaS company, draw attention to them. For instance, you could round them up by highlighting the best templates for each segment or goal.
- 5 Notion templates to help you achieve your fitness goals
- How to write an email sequence for your quiz (with templates)
- 28 Best ClickUp Templates To Help Your Team Work Smarter
Goal 6: Attract Enterprise customers (i.e. the big players!)
Even though they require longer sales cycles, these clients bring you the most moolah.
So understandably you want more of them. But, as you probably already know, they tend to be different from your average user.
Attracting Enterprise clients needs a different approach to content marketing. They’re unlikely to sign up to a free trial straight away. You may need gated content, a solid email nurture sequence, webinar and individual sales calls with larger clients to walk them through your content.
Ultimately, for Enterprise clients, you’re looking at creating sales enablement content – content that helps your potential clients make a buying decision and supports your sales teams in selling your SaaS.
Here are some ideas to help you…
Industry reports as lead magnets
We talked about these reports before because they also help you ‘sell’ more free trials.
Think about it, though. Who’s more likely to download and read a long report: a freelancer or someone behind a big company?
Yep, the latter.
So, write a blog post that teases your report’s key points and stats but treats the actual document as a proper lead magnet.
That way, your sales team will get to contact the decision-makers who downloaded it!
The results of these reports supports your sales copy and messaging – it backs up your argument.
- Hubspot – The State of Marketing Report
- Adobe – Digital Trends 2023 Report
- Grammarly – The State of Business Communication
2. Original research that supports investment in your SaaS
These types of SaaS blog posts are fabulous for grabbing the attention of the big players. Why?
- They prove you KNOW what you’re talking about – unlike those competitors who are regurgitating the same info as everyone else
- They show them the difference your software will make, with concrete examples
So, share relevant and original research – and tie it back to your product.
- Email Marketing Statistics and Benchmarks by Industry
- The Top Marketing Trends of 2023 & How They’ve Changed Since 2022
- 2023 Translation Industry Trends and Stats
3. ‘What is our Enterprise plan, and is it right for you?’
Sometimes, the simplest solutions really are the most effective.
You want to get more people onto your Enterprise plan? Talk about it more!
And most importantly, show these big companies exactly how it’ll benefit them.
- Govalo Pricing Plans: What’s included with Premium and Enterprise?
- What is an Enterprise plan?
- Cloudflare Enterprise Plan Overview
4. Use cases
No, they’re not exactly the same as ‘case studies.’
Instead, these additional SaaS blog posts will cover how your software can be used:
- By one of your audience segments (e.g. marketing agencies, multinational companies, etc.)
- To overcome a specific problem or reach a goal (e.g. “How [segment] can use [type of SaaS product] to increase their sales by 50%”)
You want to attract more Enterprise customers, right? Then focus on ‘use cases’ that’d make their key decision-makers think, “OMG, was this written about me?!”
(Just… not in a creepy way).
Examples of SaaS Use Cases:
- How Marketing Agencies Can Use Webinars to Generate Leads
- How startups can use data to grow smarter
- How growing businesses can leverage loyalty for growth
Goal 7: Getting affiliates
There’s a difference between ‘regular customers’ and ‘faithful fans’.
A benefit of attracting the latter is… they can even do the selling for you! As long as you promote your affiliate scheme and make their life easier, at least.
So, blogging for your SaaS company will also turn some customers into your best salespeople.
‘How does our affiliate scheme work?’
Once again, the simplest ideas are often the smartest.
To help more people find out about your affiliate scheme (and sign up for it), blog about it more.
Walk your customers through it, and show them how it’ll benefit them.
Examples of affiliate promotion for SaaS:
- About the Shopify Affiliate Program
- How can I become a Pipedrive affiliate or partner?
- Moosend affiliate program FAQ
2. Content that makes it easier to be an affiliate
Some customers might be intrigued by your affiliate programme. But if promoting your brand sounds like ‘effort’? They might go, “Thank you, but no, thank you.”
Instead, make the whole process as smooth as that first coffee of the day.
Create resources they can use (like email swipe files, promotional images and social media post templates) and… yep, blog about them, too.
- 7+ Best Affiliate Outreach Email Templates & Examples
- Teachery – Affiliate Hub Template Kit
- Pipeline – Promotional Materials
We can create all that stand-out content for your SaaS company blog
Oof, that was a LONG list! But by now, you should be crystal-clear on what to blog about to reach those different goals.
Does it sound like a lot of work? We’re not going to lie: it is.
But it’s the kind of work we LOVE doing (and happen to be pretty well known for).
So, as long as you’re happy to share your expertise during our onboarding process, we can keep blogging for your SaaS business. Get in touch, and let’s turn your blog into a lead-generating machine.