Do you find it hard to achieve your content marketing goals?
Staying ahead means steering clear of critical pitfalls in the SaaS content marketing niche.
Today, I’ll show you some of the top mistakes to avoid in 2024 to ensure your SaaS content marketing strategy is on the right track.
Let’s dive in!
5 Mistakes To Pay Attention for Improving SaaS Content Marketing
The safest way to go from point A to point B is to avoid getting off the road or using a vehicle to get there.
We can use that analogy in content writing for SaaS companies.
There is a high percentage to create content that generates leads if you avoid mistakes that can damage your reputation or get you to chase leads where there are none.
So, let us jump in and see how we can get on the other side.
1. Having Poor or Not Having a Master Plan at All
Most businesses believe that creating a content strategy isn’t that important or that they don’t need it.
That’s the reason they do not make one or have one poorly constructed.
Here are some of the negative side effects of insufficient planning at the beginning of the campaign or year:
- Creating bottlenecks - Not allocating enough people or resources at the right time for creating, editing, or being part of the process that can cause delays.
- Poor time management - The marketing team's workload is not the same throughout the campaign. So you end up with too much time on your hands at one point and lacking time at some other.
- Content publishing delays - Delays and inconsistencies in publishing may negatively impact how readers and sometimes search engines can see you.
- Inconsistency in content quality - Having a poor plan will probably affect your content quality which can suffer if you don’t plan the whole process properly.
As you can see, all of these issues affect your productivity and, in the end, results you can achieve with SaaS content marketing.
Now, you can see what sections you need to address.
The question that remains is, “How?”.
Here are a few steps that can help you improve your planning:
1. Plan the budget
How much money you have at your disposal detriments your staff size and external assistance if it is needed.
Make sure to put it on the paper and list everything you need to pay for, such as people, tools, etc.
2. Have a loyal team that you know well
Having a team that you can always count on is the most important thing that will help you realize your strategy even if you’re short with the budget.
Ensure to keep those peps close to you.
Once you have the team you can assign each team member to do their task, such as researching the keywords, competition, messaging, industry trends, etc.
3. Create a precise process for creating the high-quality output
We create a calendar with general timestamps and due dates for every task.
Each team member is assigned to each part of the process(writing, editing, proofreading, design, publishing), so they can all work together toward creating the final output.
Ensure to present a calendar to all members of the team so they can make suggestions for better performance if they notice some glitches along the way.
4. Work on constantly improving the process
Schedule a monthly or quarterly general review of progress and critical factors affecting content performance.
This can help you adjust content form, and keywords, analyze visitors, leads, conversions, pain points, and so on.
2. Not Updating Old Content
If your content is out-of-date or contains wrong information, it can harm your reputation and reduce audience engagement.
On the other hand, organic traffic on this kind of content usually starts dropping off.
That is why it is critical to examine and update your outdated content on a regular basis.
How does that look in real life?
Well, let's look at AI emergence in the last 2-3 years. There is no part of the SaaS industry that was not affected.
And, of course, a year ago, you wrote a few masterpiece articles on the state of AI, its future, and how you plan to implement it in your products.
Take a look at those same articles right now.
How relevant are they?
Hah, a lot has changed since it was published, and some information is outdated, and some that was public knowledge is proven wrong.
Readers and search engines do look kindly to such neglect.
A SaaS company must stay at the forefront of the current state of software development to have a bright if any, future.
What can you do to make such content fresh again and have it work for you instead of dragging your reputation down?
Here are a few important steps:
- Identify outdated content - Google Analytics and Google Search Console can provide insights into content that is not performing well like it used to do before.
When looking, pay special attention to articles whose performance is on decline.
- Sort which one you’ll update first - Go through your content performance and update articles, keeping in mind drop-offs in conversions, traffic, ranking potential, and make a list that you’ll go through once you start updating.
- Insert new internal links - To boost internal traffic and your rankings of existing content, ensure to add links pointing to content you published recently.
- Remove or replace broken links - Sometimes, there are cases when it’s logical to remove some content, which is what a lot of companies do. Make sure to check that your internal links are working, and in case there are broken ones, fix them for a better user experience.
- Schedule your content refresh - Set reminders for your team to complete updates on regular intervals.
For instance, updates on articles for your product can sometimes wait even a year or so, but fast-changing industries like AI developments do not so much. Aim for something like 3 to 6-month intervals to update your content and see how you might improve it.
While old articles might present your history and show your relevance in the SaaS niche, very few people appreciate that, and even fewer will see it as a reason to sign up.
Make it anew to get the best out of it.
3. Focusing only On Search Volume, not Search Intent
Every content writer or expert knows the story and understands the importance of keywords.
What a large portion of content writers focus on is search volume and keywords, while a lot of them neglect the search intent.
For those that don’t understand it yet, here’s the difference:
- Search volume reflects the number of search requests for a specific query in a specific time period, mostly on a monthly level.
- Search intent, on the other hand, represents what the user is specifically looking for when typing a query into a search engine and what their intention with that query is.
So, in essence, you are aiming to bypass descriptive queries people type into search engines and offer them the best result for what they are looking for.
How do we approach this challenge?
During your keyword research process, be on the lookout for what type of pages or content is already ranking within the search results.
For example, it’s totally illogical to create a landing page for keywords such as “how to make videos with your phone.”
As you can see from search results, the type of content that ranks for that keyword is mostly YouTube videos.
It’s also not the same when you create content for TOFU(Top of the Funnel) users in comparison to the BOFU ones.
While TOFU users search for some general information and answers, BOFU users in the SaaS niche are usually looking for:
- Alternative tools - Software with similar capabilities that are budget-friendly, have additional features, are user-friendly, and allow access to new markets.
- Comparisons - one-to-one comparison between different tools.
- Listicles - articles about X best tools for Y use-case.
- How-to queries - Guide for completing tasks with examples.
So, make sure to adapt your content according to the search intent to get the best results.
4. Missing on Topical Authority Status
Topical authority is one of the ideas to get better SEO performance.
Here, your goal is to become a place to go for specific topics or more closely related topics.
Ok, that is something that all content writing teams are aiming for, so how do they end up missing the target so often?
A simple explanation is they are attempting to cover too many topics to showcase real expertise in their realm.
Let’s take Saas company X content writers take a broad approach.
And start talking about general software development.
No matter how skillfully you write an article about such a topic, it will not show on SERP(search engine results page) for SaaS software development.
Or at least not in any place worth mentioning.
To mitigate such issues, you should focus on a small area where your company actually can become the leader.
For example, Saas company writes about developing web-based applications.
A-ha, now we are getting some results, but let us narrow it even more.
Write about web-based applications for other businesses or, even better, web-based applications for businesses operating in the financial industry.
Oh, now we are on the money.
Writing such articles allows you to position yourself in search engine results higher for queries your audience searches for.
Besides search engines, readers who operate in that small niche of the web app industry will appreciate your direct answers to their pains.
If you garner enough followers, they might characterize you as a thought leader.
So, here are some resources to gather additional knowledge to create such content:
- Research industry trends and customer requirements.
- Create an active presence on social media to expand the network of industry pundits.
- Look to your competitors, what they are doing well, and where you can gain a lead.
5. Low Mobile Optimization
Research shows that 92,3% of people access the internet using mobile phones.
And even numbers like this will grow as a new generation of foldable phones with larger screens hit the market.
With this in mind, why do we still see SaaS content adjusted just for people using laptops and desktop computers?
The short answer is it is easier and, at first glance, more cost-effective.
Since there is tremendous pressure to fight for every client, the question is, “Can you afford to exclude them?”
When compared to desktop users, mobile consumers have different expectations and habits.
Users will have a poor experience if your website and content are not optimized for mobile devices.
In return, it can result in high bounce rates, low engagement, and worse conversion rates.
Sometime in 2019, Google introduced mobile-first indexing, which means that the search engine primarily indexes and ranks the mobile version of a website.
If your website is not mobile-friendly, it might negatively influence your SEO efforts.
Now that we know the peril Saas content can expect from poor mobile optimization, here’s what can you do to keep mobile phone users on your page:
- Use a responsive design - create website and apps that automatically adjusts to multiple screen sizes and resolutions. This ensures that your material is viewable and accessible on any device.
- Create content that is mobile-friendly - Create content that is mobile device-friendly. Shorter paragraphs, larger fonts, and simple navigation menus are examples of this.
- Mobile page speed - Mobile consumers anticipate quick loading times, and slow-loading pages can lead to a negative user experience. Optimize your website and content to load faster on mobile devices.
- Mobile-friendly advertisements - If you’re running adverts, make sure they’re mobile-friendly and don’t interfere with the user experience.
To Wrap it Up
We hope you found our recommendations to avoid these SaaS content marketing helpful.
So implementing all those tips should be your next step to improve your business performance.
If you need help implementing solutions or if you’re not achieving the desired results with content, you can consider outsourcing content creation.
Or you can let us help you and give you some valuable advice you can implement straight away to level up your content.
Schedule a 30-minute call, and we will help you discover how you can improve your content marketing presence and drive more sales organically today.