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How to create a rock-solid blogging strategy for a SaaS Startup



In the digital age, the SaaS Startup business model is raving like never before. If you get a few things correct then there’s no stopping to achieving an abysmal growth trajectory.

But in this blog we are gonna go dive into blogging understanding how blogging catapulted with SEO can grow your SaaS business with leaps and bounds, and I am not just talking about a crude metric like just gaining more traffic we are gonna talk about the golden word ‘conversions’ here.

  1. Tie blog strategy with SEO

It is important to understand what a blog strategy can do for you when tied with a well developed SaaS SEO strategy.

A lot of business websites make a mistake that leads them into believing that blogging doesn’t deliver business.

The mistake that they make is not laying out the foundation for blogging, they resort to mood-based hobby blogging wherein they will blog about whatever topic comes into their mind whether it be related to their brand or industry.

It often happens that these aren’t tied to business goals or the funnel stages and it gets worse when they write blogs on topics that nobody’s even searching, and as a result, the only people who end up reading are the folks from the company and then they log into their Google Analytics hoping to see huge numbers but to their shock, they discover that nobody is reading the blog content that they are putting out.

  1. Develop Target Persona

Now that we are clear upon integrating SEO with the ongoing blogging strategy and the wonders that it can do for its high time to develop the target persona, this is the first step for drafting the blogging strategy for your SaaS startup.

Again, we are not hobby-blogging here, we are not gonna pick a random topic that comes to our mind, or shower thoughts and begin writing & publishing on that.

Your SaaS startup already has a target persona; he or she is the ideal customer who will invest in your software to use for their needs.

You need to create blogs to attract that target persona. Start by finding out what topics are those target persona’s interested in.

  1. Segregate Content to match the buyer decision journey

Here you need to segregate the target persona’s into a funnel or better yet into HubSpot’s classic flywheel i.e. Attract, Engage & Delight.

You need to create the blog calendar keeping in mind these 3 categories. For the attract stage you need to create content for people who could be benefitted from your product, who are most probably looking for solutions like that.

  • Attraction Stage

Like a person who finds it challenging to do SEO Analysis can be benefitted from SEO Tool providers like Screaming Frog, SEMrush, and the likes, these people will create blogs explaining basic concepts of Search Engine Optimization, like how to do SEO analysis and while they do that; they will cleverly plug in their product explaining how their product simplifies stuff & helps them automate. This will be the attraction stage.

  • Engage Stage

The person who has inquired about the tool or has taken a free trial but not upgraded to paid plan can be enticed by content that is more technical in nature that elaborates how the tool specifically solves a big problem; the problem that it solves has to be of a unique nature and at the same time a very pressing problem. The customer is already aware of your product so you are no longer introducing it; it’s time to reaffirm the faith to go with it, case studies & testimonial kind of content works wonders here. Plug in CTA’s that compels him/her to make a purchase decision. This will be the engage stage

  • Delight Stage

The person who has finally become your paying customer can become a promoter of your brand.

But how does blogging help with that?

At this stage, you have to win their hearts by amusing them with killer problems; your blog needs to not only offer a solution to the pressing industry problems but the reader i.e. would-be delighted customer should be able to incorporate the solutions in his own work using your tool; it needs to be a gamechanger for him.

Very often we come across posts on LinkedIn where industry influencers share a blog post by SaaS providers where they go on to give their vote of approval for a certain SaaS product explaining the unique problem it solves that other fails to and they add the link to a blog post in their LinkedIn post at the same time.

In sum total this how your blog calendar needs to look like.

  1. Invest heavily in Keyword Research

This is the last place where you should slack off, the quality of keyword research will determine the said visibility that your blogs would receive.

Have a proper mix of short-tail keywords, mid-tail keywords, and long-tail keywords.

Stress more on long-tail keywords, this is where you get your niched customers how are trying to solve a specific business problem.

Don’t get swayed away by keywords alone; in 2021 BERT algorithm is ruling the SERPs optimize for entities and topics, leverage Frase to find these intersections.

  1. Have a mechanism to distribute & repurpose your content

What’s the point of creating content if you are not sharing it, I mean sure search engines are a key source of traffic but so are other sources.

Chart a plan to distribute the content over Social Media and all the referral sites like Flipboard, Slideshare, Reddit and so many more.

The focus needs to be on growth metrics like CTR, Engagement, and Impression share.

This is how you ensure that you are indeed being able to pull sizeable traffic from your content distribution plan.

So there it is, your 5 step blogging strategy for a SaaS Startup to grow your SaaS.


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