If you’re in the business of selling software as a service (SaaS), then you know that generating leads and growing your subscriber base is essential to your success. But how do you go about doing that?
Content marketing is one of the most effective methods for driving SaaS growth. In this article, we’ll explore content marketing from the perspective of an SaaS business and look at ways for you to leverage its power for growth.
Why use content marketing to grow your SaaS business?
Content marketing allows you to connect with your target audience, build trust, and establish your brand as an authority in your industry—all of which are critical for boosting SaaS subscriptions. And the best part is, it’s not nearly as difficult or expensive as other marketing channels like paid advertising.
In this blog post, we’ll share some tips on how you can use content marketing to boost your SaaS subscriptions.
We’ll also include some inspiring examples of brands that are already doing it effectively. So if you’re ready to take your content strategy up a notch, read on!
Three ways to use content marketing for your SaaS business?
1. Use Micro-content to Educate Your Target Audience
When it comes to content marketing for SaaS brands, bigger isn’t always better. In fact, some of the most effective pieces of content are actually quite short and sweet.
We’re talking about micro-content like short-form blog posts, infographics, video clips, and even social media posts.
The beauty of micro-content is that it’s easy to consume and digest (and it’s less time-consuming to create than longer content formats)—exactly what busy prospects are looking for. Not to mention, it’s a great way to educate your target audience about what you do and how your product can benefit them without coming across as salesy or pushy.
For example, check out this blog post from Hookdeck titled “What Are Webooks and How Do They Work?“. This post does an excellent job of breaking down a complex concept (webhooks) in a way that’s concise and easy for the average person to understand.
This extensive guide is broken up into sections, so the reader can consume smaller, bite-size pieces of content. They can grab just the info they need very easily, or click through and read the full guide, depending on their needs.
As a result, it’s likely that anyone who reads this post will come away with a better understanding of of the concept, as well as Hookdeck’s product offerings—and maybe even be interested in signing up for an account!
2. Create Compelling Case Studies & Customer Stories
When it comes time to make a purchase decision, people want to see proof that your product or service actually works. That’s where case studies and customer stories come in handy.
These types of content pieces show potential customers how your SaaS product has helped other businesses achieve their goals—and more importantly, how it can help them achieve theirs too.
Take this case study from HubSpot, for example.This case study does an excellent job of detailing how one company used HubSpot’s software to double its revenue.
Case Study: Incenteev Doubles Revenue With Hubspot
Not only does this give prospective customers a concrete example of what’s possible with HubSpot, but it also helps them envision themselves achieving similar results. As a result, this case study is likely to generate new leads and boost conversions for the HubSpot team.
3. Offer Free Trials & Discounted Rates
When it comes down to it, people want to know what they’re getting before they commit to anything—especially when it comes to spending money on new software products.
That’s why offering free trials or discounted rates can be such an effective content marketing strategy for SaaS brands; because it allows people to try before they buy (or at least get a little break on the price).
For example, Airtable offers new users two weeks of unlimited access to their software (no credit card required).
Once those two weeks are up, users have the option of upgrading to one of Airtable’s paid plans or sticking with the free version (which still has plenty of features). This type of offer takes the risk out of trying Airtable’s software and makes it more likely that people will subscribe after their trial period ends.
Get out there and grow your SaaS business
As you can see, there are quite a few different ways that you can use content marketing to boost your SaaS subscriptions.
From creating micro-content and case studies to offering free trials and discounts—there’s really no limit to what you can do!
The important thing is that you get started today so you can start reaping the benefits tomorrow. Thanks for reading!
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