Content marketing is the driving force behind the growth of SaaS companies. It’s not just a strategy; it’s the lifeline of customer engagement and brand loyalty.
According to studies like those of Demand Metric, content marketing continues to wield influence. In fact, content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. These findings confirm its role in driving organic website traffic and generating leads.
In the realm of SaaS, content marketing takes on different forms. From blogs, whitepapers, case studies, webinars, and videos to podcasts—SaaS companies employ diverse content types to engage and educate their audience.
However, your efforts to create content are wasteful if there is no audience to consume them. This is why distribution is the key. Content creation relies on websites, social media platforms, email marketing campaigns, and third-party channels to reach its intended audience effectively.
Content marketing, without a doubt, is extremely effective, but as is always the case with most marketing strategies, content marketing within the SaaS industry has its own challenges. Consistently producing high-quality content while managing content calendars and adapting to evolving SEO algorithms are obstacles companies face.
Furthermore, user behavior has shifted, with mobile devices becoming the medium for consuming content. This change necessitates mobile-optimized strategies that can captivate an audience focused on experiences.
In this blog post, we will be exploring the possibilities that lie ahead for content marketing. We will gather insights from industry experts to understand content types, distribution channels, and the creative solutions that can help SaaS marketers overcome their challenges. Join us as we uncover the strategies that will pave the way for success in the landscape.
In the changing world of content marketing, staying ahead of emerging trends and technologies is crucial. These advancements are not just gadgets; they represent the future of how SaaS companies will engage and captivate their audience.
As per a survey conducted by McKinsey, a select group of respondents spanning diverse industries attribute 20% or more of their organizations’ earnings before interest and taxes (EBIT) to AI. This stands as a substantial testament to the profound impact and anticipated growth of AI in 2022 and beyond.
AI and machine learning have become players in the field of content marketing. They go beyond automating tasks; they focus on enhancing the user experience at a personalized level.
AI algorithms analyze user behavior and preferences to provide customized recommendations. This personalization significantly improves user engagement and satisfaction. Additionally, AI can now automate content creation, such as generating reports, summaries, and even articles based on data. Obviously, the generated content is not ready to use directly and needs to be edited before publishing. But again, it saves a lot of research and writing time. It also ensures a consistent flow of relevant content.
AI technology is a game changer in the tech industry, allowing companies to respond quickly to user queries, improving customer support and satisfaction. Moreover, AI-driven content recommendations ensure that users receive the information, enhancing their overall experience.
AR and VR technologies have evolved from concepts into tools for content marketing.
SaaS companies are utilizing these technologies to create immersive experiences for their users.
AR enhances the world by overlaying elements, giving users a better view of their surroundings. In the SaaS context, this could involve providing a tour of a software interface, allowing users to interact with it intuitively. Or just create branded AR filters and incorporate them into your social media strategy. You can create your own AR filter using Meta Spark Studio like Taco Bell UK did to promote their brand.
On the other hand, VR creates immersive environments. This can be especially valuable for SaaS companies that offer products. Users can interact with the software in an environment, gaining a deeper understanding of its capabilities. It’s hard to think of a brand that is using VR as a part of its marketing strategy, but it is still something that you need to keep an eye on.
In a survey conducted by Infobrandz, around 72% of customers said that they would rather learn about a product or service through video. 61% said that they’ve been convinced to buy a product or service by watching a brand’s video.
Video content has become a part of SaaS marketing strategies. It offers an engaging medium to convey information and establish a connection with the audience.
Live streaming, webinars, product demos, and explainer videos are all tools in the marketing arsenal of SaaS companies. Live events and webinars enable real-time interaction with the audience, fostering a sense of community and trust. Product demos and explainer videos provide step-by-step guidance on using the software.
Video marketing also caters to diverse consumer preferences in today’s world. Some individuals may prefer watching videos or reading documents. By integrating videos into their content strategy, SaaS companies make sure they connect with and appeal to various people.
In a survey conducted by Hubspot, 92% of marketers said they get a good ROI on video content. So, experts across the marketing world think the same way and have started to realize the importance of video content. We asked Abhishek Shah, founder of Testlify, here’s what he had to say about the future of content and video marketing:
“Video will continue to be a powerful medium. Short explainer videos and webinars will be pivotal for showcasing product value and educating users.”
According to a report published by Outgrow, relying on chatbots yielded a consumer satisfaction rate of 80%, as most chatbots are designed to provide precise outcomes.
Chatbots and AI-driven chat interfaces are not just the latest tech buzzwords; they’re the game-changers in personalized customer interactions and lead generation. Imagine having a virtual assistant that’s available 24/7, ready to engage users in real-time conversations, and providing instant, tailored solutions.
With chatbots, SaaS companies can offer a level of customer service and lead qualification that was once unimaginable. These AI-powered marvels analyze user inquiries and behavior to deliver spot-on responses. It’s like having a supercharged sales and support team that never sleeps.
Thanks to chatbots, conversational marketing allows for dynamic interactions that guide users through the sales funnel. Personalized recommendations, data collection for lead nurturing – it’s all there. The result? Stronger connections with your audience and a boost in conversion rates. Now, that’s a win-win!
Say hello to the future of content management! Content Experience Platforms (CEPs) are here to revolutionize how SaaS companies handle their content strategies. Think of them as your command center for all things content.
Content Experience Platforms utilize APIs and various software integrations to generate, manage, and disseminate content. They leverage search data and predictive analytics to align audiences with the most relevant content precisely. These platforms are designed to prioritize interactivity and personalization, ultimately driving higher levels of engagement. And trust me, personalization content interactions are definitely in the catalog of future marketing. The generic personalization tactics might not work as well as you think. Here’s what Sudhir Khatwani, Director of The Money Mongers, said about the same:
“So, where’s SaaS content marketing headed? First up, it’s gonna get a whole lot more personal. I’m not just talking about the “Hey [Name]” kind of personal, but the “We know what you had for breakfast” kind (kidding, but you get the point). With some techy help from AI, content will feel like it’s made just for you, adjusting to what you’re into and the business challenges you’re wrangling with.”
With CEPs, you get a centralized content creation, distribution, and analysis hub. No more scattered workflows or inconsistent content. It’s all about efficiency and targeted content delivery. Your audience gets the right content at the right time, every time.
But that’s not all – CEPs also offer powerful analytics and optimization tools. Dive deep into how your content performs across channels. This data-driven approach ensures that your content strategy is always on point, delivering maximum impact and ROI.
Voice search is on the rise. A research report published on DemandSage outlined that 58.6% of US consumers have used voice search. With voice-activated devices and virtual assistants becoming household staples, it’s time for SaaS companies to step up their game in voice search optimization.
Here’s the deal – voice search queries are different from typed ones. They’re conversational, they’re natural. So, you’ve got to adapt your content strategy accordingly. Think long-tail keywords and answers to common user questions.
But there’s more to it. Structuring your content for featured snippets and providing concise, informative answers can boost your visibility in voice search results. Imagine being the go-to source when someone asks a question to their virtual assistant. That’s the kind of visibility you want!
User preferences are evolving, and so must your content strategies. Enter the realm of interactive content featuring engaging formats like quizzes, polls, calculators, and surveys. These aren’t mere pieces of information; they’re immersive experiences beckoning active participation. You know interactive content works because over 96% of people who start quizzes on BuzzFeed finish them. Imagine what it is doing for their website’s retention rate. Search engines notice this kind of activity on your website, reflecting positively on your SERP rankings.
These interactive elements wield immense power in elevating user engagement. They command attention, prompting users to invest their time and thoughts. Quizzes deliver personalized insights, polls invite valuable opinions, calculators offer practical solutions, and surveys gather priceless feedback. This heightened level of engagement forges a deeper bond between the user and our brand. To read more about interactive content and how you can incorporate it into your marketing strategy, you can read this article.
Even industry experts seem to agree on the importance of interactive content for SaaS marketing.
“The rising demand for interactive content. From interactive demos to personalized assessments, SaaS companies will need to invest in content that actively engages users and provides value beyond static blog posts or videos.”
– Peter Michaels, the CEO of Yeespy
Crafting exceptional content is just the initial stride. We must ensure our message reaches the right ears to make a resounding impact. This is where the art of content amplification comes into play. It’s about extending the reach of our content through savvy strategic maneuvers.
Paid promotion kickstarts the journey, giving our content the momentum it needs to gain traction. Influencer partnerships leverage established audiences to amplify our message, leveraging the power of authority. Moreover, tapping into the advocacy of our own team members can dramatically broaden our content’s reach. When our employees become champions of our brand, they infuse our message with authenticity and credibility.
There were 4.2Bn voice assistants in use in 2020. This number is projected to hit 8.4Bn by 2024.
In this era of smart technology, integrating our content with voice assistants and smart devices is an avenue we simply cannot afford to overlook. Platforms like Amazon Alexa and Google Home have seamlessly woven themselves into our daily routines. They’re not just informational tools; they’re gateways to a new dimension of user interaction.
Creating content tailored specifically for these platforms opens up a realm of exciting possibilities. It’s about delivering succinct, conversational content seamlessly integrating into the user’s natural interaction with the device. Whether it’s answering queries, offering recommendations, or delivering timely updates, this integration represents a monumental leap in how we engage with our audience. It’s about meeting them where they are in the most convenient and accessible manner possible.
Shivam Kumar
