5 Content Marketing Strategies from the Fastest Growing SaaS Companies

Long-running debate raged about whether SaaS companies actually needed content marketing.

This debate will be over by 2022 — content is an essential part of digital marketing success for any SaaS brand. SaaS solutions are not the same as other industries, so it is more difficult to find one-size-fits all approaches that work for them.

SaaS content covers a variety of technical topics. SaaS companies play a long game in customer acquisition. They want to continually demonstrate the brand's value to customers so they are top of mind when it comes to purchasing new solutions.

How can SaaS companies make technical content more exciting and increase audience loyalty, which in turn leads to new business opportunities?

This article will discuss some content marketing tips for SaaS companies from companies that have done it well. These examples provide valuable tips that you can use immediately to boost your content ROI, from authentic storytelling to creative video content to strategic content organization.

Quick Take-Aways

• Videos can be a great way for technical topics to be engaging and build a human connection.

• SaaS companies have the unique opportunity to share data-driven insights and engage stories through case studies.

• SaaS companies can create content hubs that make complex topics and more accessible.

• Brand reach can be exponentially increased by endorsements from industry leaders like executives and founders.

5 Actionable Content Marketing Lessons for SaaS

Video can make technical topics more interesting

As part of a larger content strategy, video is one of the most powerful content types that brands can create. It is expected to account for 82% of all internet traffic by 2022. Video content is increasingly preferred by audiences across industries and subjects over all other content types.

SaaS companies can use video as a content marketing tool because it is engaging and helps to simplify complex topics. Ahrefs and Moz, two of the most respected SEO software tools in the industry, have excelled at this task.

Whiteboard was launched Friday by Randy Fishkin, a cofounder of Moz in 2007. Whiteboard was created in 2007 when the company still had its beginnings and was looking for ways to grow. His video style was simple. Each video featured Randy in front of a whiteboard ready to discuss topics related to SEO and content marketing, both topics that were very new to digital marketers at the time.

Two examples are provided: one from 2012, a video on keyword targeting and one from 2021, focusing on SEO's ROI. One big change you'll notice is that Randy has left Moz and no longer hosts the videos. Moz has remained faithful to their tried-and true format for Whiteboard Friday. These videos are high-value and low-cost with no-frills production.

Ahrefs produces punchy videos that address a wide range of topics relevant to SEO professionals. They also provide actionable insights and direct you straight to the point. The YouTube videos are organized according to topic playlists. This makes it easy for users to find what they are looking for. Ahrefs YouTube channel is a favorite resource for SEO professionals.

Case studies can help you increase your social proof

B2B decision-makers know that purchasing decisions can have a wide impact on their businesses. They want to make sure they are choosing the best products and services.

How can you build trust with customers who have seen the positive results of your solutions?

B2B companies have the unique opportunity to share data-driven information and tell a story through case studies. Potential customers can see how your solution works in real-life situations. Customers also get the assurance they need when making a purchase.

Sumo Logic, an analytics and intelligence platform Sumo Logic, is a great example how to use case studies to create social proof. The searchable database lets users filter by solution to find case study that are relevant to their needs.

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Vend, a retail operations platform, uses a different, but equally efficient approach to case library searchability. You can search their case studies by industry or business size. You can filter them to find similar companies that use the Vend solution.

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Connect with authenticity

Groove, a customer support software tool that helps customers with their business needs, has more than 10,000 corporate clients (including Shopify, AT&T and Hubspot) and almost 200,000 blog subscribers. Groove started out as a small startup that was struggling to make their content marketing work.

Alex Turnbull, founder of Groove, and his team decided to do something different. They wanted to tell their true story, including all the struggles. They created a blog to share their startup journey.

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Although it might seem risky, letting the world know about your company's struggles is a smart move. Groove managed to build an audience of entrepreneurs, founders, and startups. Many of these people needed customer support software, and became potential customers for Groove. Their audience grew and so did their revenue. They were making $5M per year one year after their blog was launched.

Groove's blog about their startup journey still generates tons brand awareness. It has become a trademark for the company that is known by potential customers and peers alike.

Content hubs make difficult topics more accessible

Brands in all industries can use content hubs to organize large collections of content. This is particularly important for SaaS companies who frequently cover technical topics in depth and provide long-form instructional material in formats such as how-to blog posts or ultimate guide blog posts.

If you try to fit everything into one place, it can result in long, difficult-to-read content which loses its audience.

Content hubs can help you break down these topics into digestible bites and centralize them all in one place. This is exactly what Moz does. Moz Blog can be sorted by topic to quickly find relevant content. The Moz Blog is organized into chapters so that long-form content, such as comprehensive guides, can be accessed quickly from a drop-down list.

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Trust is built through the endorsement of influential people

If you haven’t yet seen it in action, this one may seem strange. SaaS Influencers Influencer marketing in SaaS?

Although it's not often used in this space, influencer marketing can have a tremendous impact on brand authority and building trust to convert new customers.

People who have large followings, successful founders of SaaS companies and executives can all be considered influencers. Influencers are any person or brand who has a good reputation and whose endorsement or opinion would be of value to your target audience.

Squarespace, a website builder, executes influencer marketing with their YouTube series featuring top YouTubers from different niches, including cinema, education, and gaming.

Each influencer was able to highlight Squarespace's features and benefits through the campaign. The campaign created visibility in a variety of industries and reached audiences that Squarespace wouldn't otherwise have access to. It was able to increase conversions and sign ups. These videos helped build brand awareness and attracted more than 5,000,000 views.

You can see their video collaboration with CinemaSins, which has over 9 million subscribers. Read more about the campaign.

These SaaS content marketing success stories are your chance to be part of them.

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