Originally published September 28, 2021 , updated on August 30, 2024

Putting together a content marketing plan can be overwhelming. It takes a lot of time, research and experience. As such, we’ve put together this digital guide to help you put together a content marketing plan for your SaaS business. We’ve listed all the steps you should follow to develop an effective SaaS content writing strategy – whether it’s a digital marketing plan or a mix of different types. 

Step One: Understand the Objectives and Goals You Would Like to Achieve

Before you put any time, effort and money into developing your content marketing plan, decide on the what, the why and the how. What do you want to achieve from your SaaS content writing plans? How will you achieve it? Why are you going this route? 

Think about your desired end goal. Are you interested in boosting website traffic? Are you looking to increase your social media following? Do you want more subscribers? It could be all of the above, or it could be a more focused goal. Whichever it is, you need to ensure that you are clear on this from the start. If you have a SaaS content marketing agency on board, let them know your overall objectives and goals from the start. 

In this way, you can figure out the steps you need to take to reach these goals. Once your goals are in place, you will know the best route to take to make this happen. Figure out where you want to end up and build from there. 

Step Two: Take a Deep Dive Into Your Buyer and Their Buyer Journey

Now that you know what you want to achieve, you need a deep dive into your buyer persona. This means understanding what it will take to convert them into paying customers, visit your website, or subscribe to your newsletter.

Research what your buyer reads, the type of media they are consuming, and even the time of day they are likely to be online. This is the only way to get a clear picture of who your audience is. 

You also need to be clear on what the buyer journey of your audience is. Questions to ask yourself include:

• When do they make a purchase?
• What convinces them to do business with you?

Once you know more about your audience, you can take the next step in this guide. 

Step Three: Ask Yourself What Type of SAAS Content Writing Does Your Audience Want to See

Just because you feel passionate about creating an ebook on the benefits of subscription-based online tools doesn’t mean that this is what your audience wants to read. If you’ve done a good job of understanding your audience, you should be able to gauge what type of content they find valuable.

Imagine, for example, that you are a company that hosts online short courses for businesses. Your courses are designed to help managers become better in their roles. Companies can sign up to your platform as subscribers and ask their employees to participate in a few of the courses available to them. 

In this instance, your audience wouldn’t be looking on Instagram but instead on LinkedIn and trade and business websites. Therefore, you must create social media content suited to LinkedIn and business websites. 

Look at what people are asking about your products in your emails or on social media for topic ideas. Remember to write about the solutions you offer, not your product. Also, share your company story. These are all very appealing topics that audiences can easily relate to.

Step Four: Look at What Content Can Be Used Across Different Marketing Channels 

To save time and get the most out of your content, find ways to repurpose existing content. If you have marketing brochures with interesting information, take a look at how to reuse that in other ways. Perhaps you can convert this information into a blog post, a social media post or even a podcast.

The same goes for any new content that you create. Take a look at what can be used on your other owned platforms. Ask yourself:

• Can you use snippets of your white paper as a LinkedIn post? 
• Can you use your blog post as a Facebook post? 
• Is there a blog post that you’ve written that can be expanded on for a research article? 

By using one piece across multiple platforms, you reiterate your message, and you also save time. 

Step Five: Decide on a Distribution Strategy for Your SaaS Content Writing Pieces

Having all the content in the world means nothing if you don’t have the appropriate distribution strategy for it. There are many elements to consider when putting together a distribution strategy. A good content strategy and strong copy will go to waste if you are not sharing it in the right places. Some distribution channels to consider include social media, newsletters, blogs, external websites, and podcasts.

Step Six: Look at What Resources You Need to Make This Happen

Now that you have your content marketing in place, you need to look at resources. Do you have enough people in-house to move the project forward? If not, what outside support do you need? A SaaS content marketing agency is a good place to start. 

You should consider bringing an agency on board right at the start. A good agency will be able to help you with all the information you need leading up to this point. 

Step Seven: Measure the Impact and Refine Your Content   

The last step in this process is to measure and refine. Look at what pieces have worked the best for you and those that didn’t. Look at what distribution channels were successful in reaching your objectives and those that weren’t.

Based on these results, refine your plan. Everything you do might not work the first time around, but you can refine it along the way. Use only the content and channels that have proven to work best for you. Keep checking the results as your audience might change. Keeping yourself updated helps your business adapt to a changing market.

And there you have it – your virtual guru and digital guide for SaaS content writing and creating a killer content marketing plan.

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