4 Ways SaaS Companies Benefit from Content Marketing

What do you think of when you hear "content marketing?"

Webinars? Ebooks? Blog posts?

For many people, the entire discipline has been reduced to a handful of tactics or formats.

But when done right, content marketing can be the driving force for building your brand and increasing your revenue.

Here are four ways SaaS companies benefit from content marketing when they invest and make it a priority.

Marketing Fuel

The best content marketing strategies know how to make a few things turn into fuel for your entire marketing program.

One large "cornerstone" content piece per quarter can turn into two webinars, eight blog posts, 30 social posts, 12 newsletters, four podcasts, ten videos, etc. Add in paid promotion, and your content marketing is essentially fueling all of your marketing.

Establish Authority

Your SaaS company has experience in your space and a unique perspective. Without content marketing, you would be almost entirely dependent on PR to get this message out there.

Even if your company only has a podcast or only creates blog posts, you are still creating better, more lasting ways for your company to establish authority in your space. When you add in more content marketing formats and extend your reach, it becomes extensive and hard to quantify the full impact.  

Create Brand Loyalty

Seeing your ads or logo repeatedly creates brand recognition, but not loyalty.

Content marketing allows SaaS companies to create brand loyalty among large numbers of people that aren't even customers by creating content that helps them do their job better and helps them see things differently.

When those people move to a new company or role and are ready to buy, they know exactly where they want to go.

Improve Customer Acquisition

No, I'm not talking about generating leads from ebook downloads. 🙂

Content marketing can improve customer acquisition by increasing product awareness, educating prospects before they engage with a sales rep, and providing sales with more high-intent leads.

Overall, this can lower your CAC and make your entire sales process more efficient and effective.

Wrapping Up

Make sure your org isn't looking for the direct ROI of every content initiative or evaluating the impact of content in a silo.

When SaaS companies embrace content marketing and make it central to their marketing strategy, they experience all the benefits mentioned above.

Want to go deeper on this topic? Check out this SaaS content marketing guide from Ten Speed.