SaaS content marketing is one of the most powerful tools a software-as-a-service company can use to attract, educate, and convert customers. When done well, your company can base its entire marketing plan around content. Whether you’re trying to build an audience or close sales, this approach can help you achieve your goals.

1. Content Strategy for
SaaS Marketer
FARZAL KHAN,
Digital Marketing Manager
Social Champ

2. This Strategy is
based on Chris Von
Ski Slop content
strategy

3. And Alexa Blog

4. Start with the Goal
Increase paid customers ___ per month/week
Or
Increase ____ Traffic/unique sessions per
month/week
Or
Other….

5. Why SaaS Content Marketing Works
One of the most essential elements of SaaS marketing is helping customers
understand the product.
You must show customers how the software solves their problems as well as help
them understand how to use the tool. Education and information are essential
for getting customers interested in software, which is why content is such a great
tool for marketing SaaS products

6. Start With Your Customer’s Buyer’s Journey
In SaaS marketing, that funnel often includes the following phases.
•Awareness
•Lead Generation
•Trial Sign-Ups
•Conversion to Paid Customers
•Customer Retention

7. Create Content for Each Phase of the Buyer’s
Journey
 The goal of your SaaS content marketing strategy is to provide valuable
information throughout the entire sales funnel. You need to help customers
get what they need at each stage. So don’t skip steps in your content
strategy.

8. Example of how content marketing for
software companies can work
Awareness: Create content that targets top keywords related to the industry and promote
engaging, entertaining, and educational content to attract attention. The goal of this SaaS
content marketing step is to help people discover that your software could solve their
problems.
Lead Generation: Once customers are aware that your software exists and that it can help
them, the goal is to get them to engage with your brand more and earn their trust in your
tool. Use MOFu marketing strategies at this time. Generate leads by providing free, gated,
high-value content, and nurture leads using email drip campaigns.
Trial Sign-Ups: In the next stage, the goal is to get users to try the software and help them
decide if it is right for them. Offer free trials in this bottom-funnel content.
Conversion to Paid Customers: Once customers are using your free trial product, convince
them to convert. Deliver content that focuses on helping them find and use the move
valuable tools within the software.
Customer Retention: The customer journey isn’t complete after the purchase. To retain
customers, you must help them be successful using your product. You need to continue
creating content that educates them about the features of your tools and provide guides on
how to get the most out of your software.

9. The Ski Slope Strategy

10. The 3-Steps To Using “The Ski Slope
Strategy”
There are three steps to execute The Ski Slope Strategy successfully.
Step 1: Build topic clusters to get new organic traffic.
Step 2: Run quarterly marketing promotions to get new leads.
Step 3: Promote case studies to convert traffic and leads into new customers.

11. Step 1: Build Topic
Clusters To Get New
Organic Traffic
Green Circle Content
Green Circle Content is the content
you use to drive consistent,
compounding traffic that gets new
prospects aware of your business.
Here’s how to do it:

12. Use two simple criteria to decide which topics to make into Pillar pages:
 Any search term with 1,000 or more monthly search volume. This is not a hard
number, just a number I chose to make it worthwhile investing time into building
my Pillar page, and a topic cluster around it. Anything less than 1,000 and you may
find it hard to find subtopics with search volume.
 Any topic with a high likeliness to convert. I give every topic on my list a
“likeliness to convert” rating (high, medium or low). I’m not going to live forever,
so I only want to invest my time writing about topics where I know those readers
will have a high likelihood to be interested in what we sell.

13. Simply typed “ecommerce a”, “ecommerce b”,
“ecommerce c”, etc into Google and added
relevant topics to make list.

14. Example of Final Keywords prioritized by
how likely they are to convert

15. Step 2: Run Quarterly
Marketing Promotions
To Get New Leads
Blue Square Content is the content
you use to add-value to all the
leads you captured from your
organic traffic efforts, and inject
bulk new leads into your business.
Here’s how to do it:

16. Every quarter you’re going to run one marketing promotion.
It doesn’t matter what it is. You are only limited by your imagination.
It could be a:
Giveaway
Software Tool
Virtual Event
Documentary
Mini-Course
Viral Video
Mini-Site
Holiday Offer
Done-For-You Setup
Something Else…

17. To find what works best for you, you’re going
to brainstorm and prioritize what quarterly
marketing promotions to run using this
marketing promotion matrix:

18. Marketing promotion matrix
Here’s how to use the List every marketing promotion idea you have in column A.
Rank the ease of implementing each idea (hard to easy on a 1-5 scale) in
column B.
Rank the impact each idea will have (low to high-profit on a 1-5 scale) in
column C.
Add your “ease” score to your “impact” score to find which ideas have the
highest score in column D.
Work down the list, starting with your highest total score idea.

19. You need to keep track of your results
like this:

20. Step 3: Promote Case
Studies To Convert
Traffic And Leads Into
New Customers
Black Diamond Content is the key
to scaling sales from your content
in The Ski Slope Strategy.
It’s the content you use to convert
the traffic and leads from your
Green Circle and Blue Square
Content into customers. Here’s
how to do it:

21.  Track down the customers getting the best results using your product.
 Interview them (over the phone, via email, or on chat).
 Document their before/after results as a case study.
 Promote it using The Everywhere Effect Content Sales Funnel.

22. Each Phase of the Buyer’s Journey
1. Awareness
2. Lead Generation
3. Trial Sign-Ups
4. Conversion to Paid Customers
5. Customer Retention

23. Key Performance Indicators (KPIs)
 Reach X number of views per month on blog.
 Add X number of new opt-ins to the newsletter each month.
 Reach X amount of shares per blog post per month.
 Gain X number of new followers on social media.