One of the keys to a successful SaaS business is a well-designed website with a solid content marketing strategy that converts. The reason behind this is simple.

You want to be an industry leader – and to achieve that, you need to establish yourself as the authority in your niche. You can do this by offering relevant information, providing value, solving your target audience's problems, or creating a resource database that will expose your software to new people.

But even when you know how valuable your website's blog section is, it can still be hard to choose the right type of content. Furthermore, optimizing your posts so that they reach the right audience and drive conversions requires strategic planning and insight into practices that work.

If your objective is to bring your SaaS business to the next level, you'll want to make the following tips a part of your efforts.

Define Your Goals

Different stages of your marketing funnel will require different solutions. After all, you can't expect the same type of information to resonate with people who are just beginning to research software and those who have already purchased your product. The first group is still in the awareness stage, while the second one is probably looking to get the absolute most out of their investment.

That's why your first step should be determining the objective you want to achieve.

1. Building brand awareness

If you're writing for an audience that is unaware of your product, you'll want to create posts that will introduce them to your offer. For example, you can create an overview of the best software in a category. Make sure that your text is helpful and give visitors clear guidelines on what to look for in a great product.

Furthermore, don't be afraid to show more than one option. Putting yourself against your competition allows you to point out the unique benefits you bring to the table.

2. Lead generation

Perhaps the thing you're after is trial or newsletter sign-ups, or app downloads. In this case, think of ways to create content that will naturally lead to these. How-tos and tutorials are an excellent resource to invest in, as they allow you to offer value while showing off and recommending your product.

3. Improving customer retention

Don't forget about the customers who've already gone through your sales funnel and made a purchase. Retaining customers is just as important as getting new ones. And your content marketing strategy can play a significant role in keeping them happy.

You can choose to write occasional updates, so they know what to expect from you. Or you can offer tips and tricks to maximize their experience. Either way, make sure to have them in mind while planning your course of action.

Always Know Your Audience

Once you know what you want to achieve with your content, you'll need to find the best way to fulfill your goals. And your audience is going to be a huge aspect of that.

Though you might know that you're catering to, say, remote professionals, it's still important to be aware of the different segments in this category of people. After all, the content you write for managers won't be the same as that which you create for employees. That would make it too general and not valuable enough to keep visitors on your page. Or, perhaps you're aware of alternative uses for your software that would expose you to a host of new users?

So, before you start the creation process, make sure you define your audience. It's going to affect more than just what you do. It will influence your tone, delivery, and even the results you can expect.

And although your goal may be to drive traffic or make sales, keep in mind that you don't just want visitors at any price. You want high quality leads that you can nurture into loyal customers who'll stay with you for years to come.

Don't Forget to Optimize

No matter how amazing your content is, if it's not optimized, it's not serving you.

The right SEO strategy for your SaaS company is going to help you boost both traffic and revenue. But even more, it's going to tell you what type of content is worth investing in in the first place.

So, in addition to doing solid keyword research, try to implement on-page changes that will affect your SERP positions. Minimize page loading times, be consistent in formatting, and choose relevant topics that'll drive quality visits. It's also not a bad idea to do a website audit, and see what's showing results, and what's harming your efforts. You're likely to find that more is not always better, so focus on quality instead of quantity.

Create to Engage

A good marketing strategy can help you get more out of what you do. A great one, however, will work on its own.

More than just high CTRs and traffic, you want your content to inspire engagement. Text, images, and videos that draw people in don't only offer value – they inspire action. They can help you start a conversation that leads to conversions, as well as increase your potential reach through social shares.

A good rule of thumb is to create two types of posts. On the one hand, you want to build your SaaS business foundations on evergreen resources that provide value to customers through education or insights. Buying guides that include pros and cons, instructional videos, case studies, and infographics are all excellent examples of content that offers substance and is easy to repurpose for different publishing outlets.

But, it's also important not to forget about posts that are relevant to current trends, and that answer the pressing questions your audience has in a given moment. Though these might not serve you, in the same way, ten years from now, they're a great way to boost visibility.

Along the same lines, you can take things even further by creating ephemeral stories on Instagram or Snapchat, which are an excellent way to inspire engagement or build hype.

Leverage Multiple Publishing Channels

Although your audience may not use Facebook, or not go to Instagram to look for productivity solutions, it's still important to know your way around more than just your blog.

Just like e-commerce businesses need to widen their reach through selling on multiple platforms, you also need to try to make the most of any place that could allow you to reach new customers. So don't be afraid to think outside the box.

Email marketing is a tried and tested way of driving traffic, but you might find that YouTube works better for you. Or, perhaps, you'd do best by tapping into the potential of podcasts.

A successful content marketing strategy is going to take into account where and when you can reach your audience. Create a calendar that will help you achieve consistency, and use the analytical data available on most platforms to follow what works and what doesn't.

After a while, you'll see patterns emerging. These will be the best indicator of when, where, and what you should aim to do, but even more importantly, they'll tell you what your followers like and expect.

Conclusion

To ensure the success of your SaaS business, you need to do more than create a great product and provide an exceptional user experience. You will also need to know how to present it to potential clients in a way that will inspire them to choose you over your competitors.

A content marketing strategy will have a tremendous impact in that regard. Not only will the right choices allow you to stand out, but a great plan can help you pinpoint the exact actions that work. This way, you can reach, engage, and turn leads into loyal customers who will bring constant and reliable value to your company.