Software as a Service or SaaS is a concept that has evolved considerably during the last decade and it continues to develop. Basically, the term refers to a software or a software suite developed by a company and made available to their customers over the Internet, as a web-based application.
Why is SaaS popular now, more than ever? There are two reasons for that. First, we have the speed of the Internet which has become something common regardless of the connected device. Secondly, we have the increasing computing powers of the desktop and mobile devices, and access to cheap and accessible hardware.
Demand leads to competition
If you are a marketer that works for a SaaS company or for an agency that was hired by a similar company to help them increase awareness and sales, the first thing you need to acknowledge is the fact that you will have to face considerable competition. And, that will be a fierce competition triggered by the cold war generated by the demand. People got used with SaaS in their daily lives and they have assigned an increased number of their daily tasks to web apps. They depend on them and they are always searching for new ways to expedite their duties and make them more efficient. Moreover, according to this article, by 2022, companies will be running on SaaS applications for at least 86% of their tasks.
Popularity and demand have led to the development of thousands of new applications and this is only the beginning. More and more apps are being released on a monthly basis and they all have to face the competition created by those who were already established on the market. I am referring to those who were already there, reaping the fruits of success.
In order to promote a startup product or to increase sales and awareness on an existing one, you will have to adapt your marketing strategy to the audience and come up with something of value to convince them to switch to your app.
With this article, I am going to focus on a single aspect of the marketing process. We’re going to discuss the content marketing strategy.
Why content marketing?
I know, there are a lot of strategies, each of them already proven to be effective. Content marketing, on the other hand, is a solid marketing strategy in itself, whereas it is connected to all the other existing strategies through the creative process. Advertising depends on texts and images, two types of content. Video and audio TV/Radio spots are also types of content. Native advertising, even more, is based on content as a value added to the audience.
Everything is content related and content is everything in marketing.
Behind the obvious fact we’ve already mentioned above, there are also the facts that are backed up by the latest stats of the industry. Content marketing converts and it is doing it quite well considering the minimal investments and resources required in order to engage in such a strategy.
1. Do your research
Every good content marketing strategy starts with a research session. You need to know who you are, what you are supposed to do and of course, to whom you are addressing your message.
The first thing to do? Start with your competition. Analyze what they do and how they do it. Analyze the type of content they publish and the media they use for the publication. And, if you need some inspiration, you can start with this list that puts together some of the best examples in branded content marketing.
2. Start with your website/blog
Since we are talking about SaaS here, the existence of a company website is already implied. Due to the fact that your services are available online, the website has two major destinations here. First, it provides your customer with the framework for the software they use and secondly, it acts as an identity card for your company as well. In many ways, it is your window to the world. Also, a blog would make a great addition and I will explain my reasons in the following paragraphs.
The website and the blog. They are tied together and still, very different in every aspect. The website should encompass information about the software you are promoting, access for users, explaining visuals and if there are any… testimonials and third-party reviews as proof of quality and efficiency.
3. Use social media
Blogging is great because you get to publish whatever you like, on your own platform, on your own terms and wait for people to follow you, read you and register for your services. This is always a good strategy but it may not be enough. Sometimes, you need to go where your audience is and this is where social media comes into place.
This is where you will find your fans and customers and be able to engage with them for real.
4. Use plenty of visuals
Visuals are and should be an important part of your content marketing strategy. 80% of marketers use them already. Why? Well, paired with informative and valuable text, images will make it easier for you to attract and entertain audiences. Plus, consider the fact that images are able to trigger emotions and convey messages faster than anything, since the eye needs only a second to understand them, compared to the audio or the text.