Due to the increase in companies moving their operations remotely, SaaS companies have become more and more prevalent. While this has made the adoption of SaaS technology by both B2C users and businesses alike, it does make it more difficult to launch a SaaS production and gain market share. Because a SaaS solution is typically sold using a monthly or annual subscription model, it can’t be sold like other products online such as products bought on an ecommerce store. In fact, SaaS companies need to be prepared to use content to identify user pain points, and understand and empathize with the problems that their potential users are currently facing.
While it may seem obvious to say that the SaaS software is a solution these problems, in the perception of the potential user that may not always be the case. Potential users for SaaS products actually may not even be looking for software at all, and SaaS companies need to gear their SaaS content marketing efforts toward what they think their users are looking at. To do this, you may want to reach out to potential users and ask directly what they are looking for in terms of problem-solving capabilities. You’ll then want to craft your content assets around the user, while also figuring out a method for content discoverability such as SEO or direct outreach through LinkedIn.
However, before you can do this, you need to understand and identify your target users. This can be done by looking through your buyer personas, and then breaking this down into distinct people that you can gear a marketing effort toward. Instead of thinking in terms of demographic information, you want to construct an individual who you think your SaaS software can actually help, including a fictional name, occupation, age, and even location and family data. This will help you better understand the pain points of this particular individual, what content they would hope to consume, and ultimately how they would best use your SaaS software, even if they are a decision-maker at a company or a CEO or executive themselves.
To best do this, your SaaS content marketing efforts should understand both user acquisition and user retention. Attracting the right person via content is not the same as keeping them via content. When creating a customer journey, one of the most critical aspects of the journey is when a user actually finds your SaaS website. Once this occurs, whether through SEO, social media, or other marketing channels, you need to make sure that you are primed with content to educate your potential users and empathize with their pain points. This is why SaaS companies often point their content marketing toward SEO because people who are already researching topics are primed to find a solution to their pain points, even if they are not initially thinking that it is a paid subscription-based software service.
Overall, SaaS companies would do well to remember that their content marketing efforts are not just for marketing channels, but also need to address the pain points of individuals. How this can be done is entirely up to the SaaS niche or industry that your SaaS company is targeting. However, by understanding your buyer personas and being empathetic toward the problems that your potential users are facing, you’ll be able to best service your users and ultimately convince them to adopt your software as a solution to their problems on a long term basis.
