5 Content Marketing Considerations for SaaS Companies

So, you’ve created a new SaaS, or software as a service, platform and now you’re looking to promote it to business leaders and/or consumers. Breaking into any industry can be difficult, especially when no one knows who you are or what your SaaS platform is supposed to achieve. That’s why many new business owners will use content marketing to get the word out about their products and services. In fact, SaaS companies invest between 80% and 120% of their revenue in sales and marketing in the first 5 years of their existence. But you shouldn’t be focused on simply promoting your SaaS platform, your goal should be to inform your target audience about how your SaaS platform works by addressing key user concerns. Try incorporating the following topics into your SaaS content marketing strategy.

Security and Sensitive Information

New users will be hesitant to hand over all of their or their client’s personal information to a company they’ve never heard of before. That means you have your work cut out for you when it comes to soothing users concerns about security. You can use content marketing to show new users how your company actively protects sensitive personal information. This might include contact information, financial and banking information, and even personal media like photos and videos.

Show potential consumers how you manage their information, what safeguards you have in place to protect this data, and what you’re going to do if your company experiences a breach.

IT and Support

New users are bound to run into all kinds of issues when they’re switching over their operations to your SaaS platform. That means you need to have a robust IT department in place to respond to customer questions and concerns in real-time.
But putting an IT department in place might not be enough to win over new customers. You also need to educate potential consumers by talking about your company’s approach to IT and how you plan on handling customer complaints. New users will want to know that they’re in good hands when it comes to partnering with your SaaS platform. Put their concerns to rest by addressing these issues via content marketing.

Efficiency and Cost Savings

Cost is going to be top of mind for your target audience. People will be weary of using your SaaS platform if it costs money because they won’t know if your platform will help them recoup those expenses down the line. Your content marketing strategy should include information about how your clients can achieve ROI by making the most of your SaaS platform. Talk about the benefits of using your platform and how it can help your clients cut down on their business expenses.

Training and Ease of Use

Learning a new piece of software can be a real headache for business leaders and their employers. The business owner may need to halt production for several days or more in order to get their employees up and running on the new system. But you can address some of these startup issues by talking about how business owners can train their employees on the new system in your content marketing strategy. You can try writing articles and making videos about how easy it is to learn the new system, including how much time it takes a person to learn the system, what challenges they might encounter, and what skills a person will need to use the system.

Integration and Compatibility

Chances are that your clients are going to want to use your SaaS platform with other pieces of software or apps, including communication, billing, design, and scheduling apps. Hopefully, you’ve built a platform that’s compatible with other popular apps and software programs. Talk to your users about how they can use your platform in conjunction with other apps and programs, and how easy it is for users to integrate your platform into their daily operations. People aren’t going to switch over to your platform if it means they have to give up their favorite app, so make compatibility a chief priority in your content marketing strategy.


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