Content marketing is a fantastic SaaS marketing strategy. It’s effective whether you’re a startup with a small budget or an enterprise company using advanced strategies.
In particular, content marketing offers significant value for brands launching new products or features. At every stage of your promotional strategy and at every stage of your customer acquisition funnel, content marketing can be used to boost the success of your product launch.
Here are four ways to pair content marketing with your product launch strategy.
Drive Search Traffic With SEO-Focused Content
Content marketing typically works hand-in-hand with SEO. So, it would be natural to start promoting your new product or feature through keyword-focused content marketing. Both the product page and supporting blog material should be carefully targeted at high traffic, relevant keywords.
The compounding effect of SEO is what makes content marketing so powerful, writes Automation Anywhere’s Ben Cotton. The value of the content you create is only going to increase as time passes. This makes it much more effective than PPC advertising, for example, which only provides value while you’re spending money.
Just be sure you don’t try to hard-sell your product through blog posts, as marketing and blogging coach Jessica Thiefels points out. Instead, offer high-quality, helpful advice around specific topics. Only mention your product when relevant or through a call-to-action at the bottom of the post.
Focus exclusively on keywords that center around your core product, writes Kevin Indig, VP of SEO and content at G2. This won’t just make it easy to write the content; it will guarantee that the traffic you get from Google will be high-quality and potentially high-converting.
SaaS marketer Sujan Patel recommends brands focus on keywords that have commercial intent and that tie in with customer pain points. Consider what the searcher wants to find from their query and what Google currently displays. Then, create content that delivers on that need. When you reach people who know they have a problem, and know it’s a problem your product solves, it becomes much easier to convert them.
Build Hype Ahead of Launch With Teaser Content
Press releases are important, but your blog can be just as good at building product awareness.
People get so caught up in innovative marketing strategies they forget about basic strategies like blogging, writes John Lincoln, CEO of Ignite Visibility, who recommends blogging “at least once a week.”
This is exactly what HubSpot does ahead of a new product launch, notes HubSpot VP of Marketing Meghan Keaney Anderson. In the weeks leading up to a launch date, HubSpot publishes a series of articles around the new feature’s topic. This gets their audience thinking about related marketing strategies and primes them to look for a tool that can improve their results.
Constantly communicating your new product or features through your blog and email channels can even help you steal customers from competitors, writes Daniil Kopilevych, growth marketing manager at HelpCrunch. By notifying both potential and current users about a new product or new features, you make sure you “stay on top of your competitors’ users’ minds.”
Stand Apart From the Competition With Comparisons and Reviews
Speaking of stealing customers, part of your content marketing strategy should focus on differentiating your product and winning users from rivals.
Comparison posts are a great way to position your product, highlight differences between you and the competition, and build trust with potential customers, writes Lean Lab’s Melissa Randall. Honesty and impartiality (at least as much as possible) are key if you want to be considered “a trusted advisor,” she adds.
This kind of content is ripe for paid and organic search marketing, writes marketing strategist Jonathan Bentz. “Having pages like this built on your site will also allow you to rank and run advertising campaigns for keywords centered around alternatives to your competitor…and take top positions for searches that include the word “versus” in their query,” he says.
Sell and Retain With Content That Makes a Business Case
Soft-selling your product is important when targeting high-traffic keywords. But a slightly more direct approach can pay dividends, too, particularly when converting users from free to paid subscriptions (and making sure paid users stick around).
Creating how-to content centered around your product is a great way to show businesses how they can maximize the ROI of their investment in your product, writes B2B marketer Elise Dopson. This is especially true for products with multiple features. Many businesses might purchase your product for one specific feature. Showing them what else your product can do will help drive retention rates.
You don’t have to stick to the written word for this kind of content, advises Sleeknote CMO and co-founder Emil Kristensen. “Your content marketing strategy should include video tutorials to help users understand your product,” he says. “For example, CoSchedule has video guides to help beginners learn blogging, email management, and social media management.”
You can even integrate content marketing into your product. Ahrefs uses this strategy, explains Si Quan Ong, the company’s customer success manager. A notification within Ahrefs alerts all users — premium and freemium — to new content. This generates a lot of engagement because users know the content is going to help them use the platform to improve their marketing.
Content marketing is not just a promotional tool. It’s a 360-degree strategy that works throughout your marketing funnel to promote your product.
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