Your SaaS company should have a landing page for every piece of content it puts out. These pages are where you can capture email addresses from people who express interest in your company’s product or service. Funnel posts on your blog, for example, over to these landing pages so you can build a subscriber list. An email list provides an opportunity to convert subscribers into customers at a later time. For each blog post, link visitors to an accompanying landing page that encourages them to sign-up for your email list. The same goes for any videos, whitepapers, podcasts, and SlideShares you produce. Here are a few examples of this in action. Write a blog post about how to choose the best SaaS app for a customer’s needs.
Link to a landing page with a call-to-action (CTA) that Photo Restoration Service drives readers to enter their contact information in exchange for a free ebook on this topic. Create a video about how your SaaS product’s features work. Include a clickable CTA at the end to drive viewers to sign-up to watch all future videos and receive email updates. Prepare a whitepaper with research data behind why your SaaS product is the best option on the market. The whitepaper can use a link to encourage readers to subscribe to download future white papers or receive email updates about your company’s latest findings. Record a podcast interviewing an industry expert on current trends happening in their space. Tell listeners about a landing page that includes a CTA to drive them to enter their contact information in exchange for a free bonus. Create a SlideShare with a new feature announcement. The SlideShare landing page should use a CTA that drives viewers to sign-up and download future resources from your company’s blog.
Questions to Ask When Creating a Content Marketing Strategy Before you start creating all sorts of content, it’s important to ask yourself what content to include in blog posts, whitepapers, or videos. What topics are you going to cover? How will this content tie back into your company’s overall marketing strategy? Are there any gaps in the available industry resources that would benefit your customers (or potential leads)? As well, use an editorial calendar. It’s essential when it comes to creating, sharing, and measuring content. A calendar will help you create your various types of content and understand where to share them.