Tasks for successful content marketing in the SaaS environment

Understand target customers and their journey!

Be sure to use the concept of buyer personas to help you understand the customer’s perspective. In the SaaS environment, it’s critical to know the biggest pain points. In addition, when targeting business customers, determine Ideal Customer Profiles.
Outline the customer’s journey: how do they go about solving their specific problem, step by step.

Formulate a value proposition!

For SaaS marketing, it is extremely important to have a powerful value proposition ready. It’s best to get someone in-house to conduct a Lean Canvas or Business Canvas workshop with the entire team. Interviews with potential customers also help. Such measures will broaden your perspective considerably.

Develop appropriate funnel

Content marketing needs to be well organized to quickly gain traction. Therefore, use models that describe the journey and micro conversions.

If your Saas model is based on a no/tech-touch approach (free trial or freemium), the conversion funnel is best.

If your conversion goal is a personal presentation and conversation, you need marketing plus a sales funnel.

Sketch a content map!

Now you know the key touchpoints of your target customers. Now think about what unspoken customer questions are at each stage. What prevents the customer from taking the next step? What does the next step look like in concrete terms? Derive content ideas from the questions and prioritize them.

Produce the content!

Now produce the most important content assets! Make sure that all-important funnel phases are considered first. You should also focus on different formats. If possible, place only one or two call-to-actions in the content that lead into the funnel phase. Be careful when using pop-ups!

Identify your customers’ entry points!

In the SaaS business, target customers often enter a funnel crosswise. Often because they have already obtained basic information from a competitor or as part of a product test. Sometimes they also come because they were recommended by another customer or were already customers.

Measure the success of content assets!

Use analytics tools to measure the success of the assets in terms of micro-conversion and the transmission of the customer into the next funnel phase. Focus on more than just one or two KPIs. Start with the last funnel phase and work your way up step by step.

Use email as your primary channel!

Use lead magnets or registrations to generate opt-ins. This puts you in a position to deliver appropriate content via email at the right time. This is also important to be able to “engage” inactive users for several days. In general, it is advisable to track the use of the application and use the insights gained for content ideas.

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