YourSales | How to Create SaaS Content for Increased Acquisition & Retention 👍
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How to Create SaaS Content for Increased Acquisition & Retention 👍

How to Create SaaS Content for Increased Acquisition & Retention 👍

Software-as-a-Service (SaaS) needs content marketing to attract and convert customers. Here’s how to use it for acquisition & retention.

Who is the Audience for Your SaaS Content?

Defining Your Brand

To start, we help clients define their SaaS brand by trying to sum it up in one sentence:

“We provide X to Y, who are in need of Z.”

The “X” gives an indication of how the brand sees its services. However, the brand may use too much jargon to describe itself. The provision needs to be described in terms the target market can understand.

The “Y” broadly or specifically identifies a targeted market. At times, the SaaS brand has a good idea of its target market. Even so, this exercise helps further define possible niches or potential consumers previously undiscovered.

And the “Z” helps the brand see services from a consumer’s point of view. It defines “problems” the brand solves and describes its benefits. This process may reveal keywords and phrases potential clients use to find service providers.

Mailchimp’s homepage message, for example, is direct. Mailchimp provides tools and guidance to small businesses in need of guidance and growth.

Google Search Console helps identify the interests of audiences and provides an overview of which queries get the most impressions and clicks.

We like to view impressions from the last year (or longer) to get a fuller view. It helps us assess whether particular queries are aligned with potential “problems” the service provider can solve.

Popular queries and related articles help to develop content clusters.

Furthermore, viewing time on page and subsequent actions throughout the site helps SaaS brands get a sense of how well site content is facilitating KPIs.

SEO tools such as Ahrefs or Semrush can reveal current rankings. This allows a brand to see how search engines understand the site’s content and which content is getting exposure.

Defining the Customer

Next, we need a better understanding of existing and potential consumers.

Personas help define who is buying, and JTBD (or Jobs To Be Done) determines why. Both are advantageous in developing a content strategy.

Let’s do a quick exercise in defining a persona and JTBD regarding a fintech service provider. We’ll assume the fintech company offers smart contract solutions (popular with SMBs that don’t have in-house legal teams).

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