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January 26, 2017

5 SaaS Companies That Have Reaped Benefits From Content Marketing

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Adrian Gonzales  /  Marketing Jan 26, 2017

If you work at a Software-as-a-Service (SaaS) company, you care a lot about content marketing. After all, content marketing allows you to build brand awareness, generate leads, and get prospects down the funnel.

According to Content Marketing Institute’s 2016 Benchmarks, Budgets, and Trends Survey, 88% of B2B companies are using content marketing. That’s because it works.

For SaaS companies that don’t have traditional sales teams, content marketing is an essential part of the marketing mix. By providing educational resources, you can…

  • …teach prospects about your services
  • …help them do their jobs better
  • …nurture leads down the marketing funnel
  • …generally become a go-to expert in your space

Most of us know the benefits of content marketing, but what does it look like in practice? Today, we’re sharing how 5 SaaS companies are reaping benefits from content marketing to inspire your own.

1. Groove HQ

When Alex Turnbull, Founder of Groove, a help desk for small businesses and startups, started digging into his marketing, he realized that the company blog needed some love. The existing blog was full of generic tips on how to be better at customer support. Turnbull knew it wasn’t super inspiring.

So, Turnbull and his team decided to share their journey as an SaaS company, in the hopes that other SaaS companies would read along, and then get interested in the software. The resulting blog was honest, tactical, and inspiring.

The blog doesn’t function alone, either. The Groove team built email marketing into the overall experience, allowing readers to follow the journey through email.

SaaS content marketing example
Source: Groove HQ

Later on, Groove added a blog dedicated to customer support to reach prospects and customers who wanted advice on how to get better at providing a great customer experience.

2. CoSchedule

CoSchedule offers an editorial calendar to content marketers. The software is great, but they’re competing in a cluttered space. After all, there is so much content out there about content marketing.

At first glance, it seems like there’s no room to succeed. But CoSchedule was able to differentiate themselves from the competition with content that was beyond valuable.

Not only do they provide insanely well-researched posts on how to write the perfect blog headline and how to improve content with “the skyscraper technique,” but they also provide a variety of templates that can be printed out and used by any content marketing manager.

Additionally, CoSchedule went all in with content, evident from the images in each post, which are well-designed and on-brand. The team doesn’t rely on silly GIFs or bizarre stock photos. Everything is branded and beautiful.

CoSchedule example of content marketing for SaaS
Source: CoSchedule.com

3. Shopify

Shopify provides an easy to use website builder for those selling goods online, and they’ve long boasted some of the best small business content on the internet.

It’s not just that the content itself is informative and valuable– the Shopify has done significant work in organizing their content to make sure that visitors can find what they need. For example, Shopify has the following categories on the right of its blog:

Shopify example of content marketing for SaaS
Source: Shopify.com/blog

This design allows visitors to navigate towards the topics that interest them, rather than forcing them to read the latest blog post.

4. Wistia

Unlike most SaaS companies, Wistia does much of its content marketing using video, rather than words. Of course this makes a lot of sense for a company that sells video embedding software to businesses.

Wistia provides quirky, educational resources on how to create professional videos through an all-inclusive hub. A lot of their tips explain how to do more with less. Like CoSchedule, Wistia creates many custom images to complement blog posts and videos.

Wistia SaaS content marketing example
Source: Wistia.com/blog/understand-your-audience

Bonus: Wistia publishes their videos using their own software, which makes it obvious how good the videos are when a prospect watches. They feel much like watching the best possible how-to video on YouTube.

5. Grammarly

Grammarly is a best friend to any writer, marketer, or editor. After all, the software helps ensure there are no grammatical or spelling errors in a piece of writing.

When it comes to content marketing, Grammarly is extremely charming. They’ve developed a brand voice that feels like a cool, hip librarian who’s dishing all they know about the written word.

A lot of Grammarly’s posts are positively useful, but it’s clear the team has done a lot of work to consider SEO. For example, how many times have you googled something like “lay vs lie”?

Grammarly SaaS content marketing
Source: Grammarly.com/blog

Caring about content

All the Saas companies we’ve explored have different approaches to content marketing, but they have one thing in common. They all believe that content marketing is important, and have dedicated substantial resources to making sure that the assets they publish are up to snuff.

If your company has questions on marketing your SaaS product, reach out to us! 

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