You're churning out content regularly, but is it making a real impact?
Simply because content marketing is about creating content that matters. To both your pipeline and your audience. Orbit Media co-founder Andy Crestodina said, “When creating content, be the best answer on the internet.”
Here’s an inspiring story from Salesforce.
When the CRM implemented a new and targeted content approach, it brought about 25 times more traffic than it had before.
So, what's stopping you?
Build (or revisit) your own SaaS content funnel. Make sure it matters! To get you started, let’s dig into how content should look at every level of the funnel.
Defining the SaaS content funnel
A SaaS content funnel, more than a visual representation, is a strategic model used in SaaS marketing to see how content can engage and convert users. The funnel metaphor is used because the customer base typically gets smaller as they move closer to making a buying decision. 😉
Simply put, it's for you to visualize where a lead stands and the type of content that fits them. As opposed to the Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU) model, here’s how we illustrate it:
This is inspired by Brendan Hufford’s search intent framework. It suggests that the content should be tailored to the customer's stage in their journey. The SaaS content funnel is divided into four stages. Let’s delve into each stage:
- Problem-aware: At the top of the content funnel, you have leads who are just beginning to realize they might have a problem that needs solving. Here, they aren't thinking about products yet.
- Solution-aware: As users move down the funnel, they become aware that solutions exist. They’re not just looking for any solution—they’re looking for the best solution possible.
- Product-aware: In this stage, leads know about your solution—that your SaaS product can alleviate their pain or problem. But the catch is you must convince your prospects that it's a good fit for them. You need to differentiate your SaaS from the competition.
- Most-aware: The bottom of the funnel is where your prospects are most aware. That you are the exact solution they’re looking for. In other words, the leads are already aware of their problem, the solutions, and your SaaS product as the best choice. Here, you got to eliminate any remaining hesitations and nudge them toward conversion.
Now that each level is clear, let’s get to the nitty gritty. Take a look at how each content should look at every level of the stage of the content funnel.
👉Content that catches the attention of the target audience
Your initial goal when creating SaaS content is to grab your target audience's attention. Your target audience will only enter your funnel once you’ve successfully hooked them. So understand your them deeply.
What are their pain points, interests, and behaviors? The more you understand them, the better your positioning and messaging will be. The best way to hook the audience? Go for content that addresses their intent. It’ll instantly convert the unaware (not yet inside the content funnel) audience to problem-aware prospects.
So, how do you show them that you get their problem? SaaS blog posts explaining the problem or a podcast episode that discusses what's happening fits here. This is about giving them the information they need to understand their problem better, which is the first step to fixing it.
As your audience moves down the content funnel, the intent changes. So, publish content with varying answers to intent. Say, people going through a tough situation and needing an immediate solution are more likely to want direct communication to alleviate their issues quickly.
🔥 Don’t expect your prospects to jump straight into a conversation or sign up for a full-blown product demo if they just discovered their problem. That's too much and too soon. Likewise, those who are in urgent need of a solution would prefer a direct conversation to address their issue quickly.
🔥 Speaking of attention-grabbing content, have you polished your web copy yet? This compilation of shocking SaaS website statistics could explain why your website drives your new visitors away.
🔥 Pro tip: We’ll help you hook more casual web visitors. Book a call with us to fix your website copy so you get more free trials, demos, or enterprise leads.
👉Personalized content that supports their search
FACT: Personalization in SaaS marketing strategies isn't just about addressing your customer by name.
Solution-aware audiences are already aware of their problem and know there’s a solution. SOMEWHERE. So, custom-tailor your content to speak directly to their stage.
A live (free) demo or webinar can be very effective for solution-aware audiences. Just make sure it's personalized. Do this by addressing common concerns or questions that this type of audience has. This could be tailored to different industry use cases or specific problems that your SaaS can solve.
Further personalization is possible by segmenting the audience based on their behavior or stage in the sales funnel. For example, if prospects have concerns about data security, a whitepaper detailing the encryption methods, compliance certifications, and security protocols that your SaaS adheres to can be highly persuasive.
👉Streamlining the path to conversion
Down the SaaS content funnel is the product-aware audience. When streamlining the path to conversion, especially for product-aware leads, your content should act as a seamless guide, leading prospects to the conclusion that your product is not just a choice but THE CHOICE.
At this stage, your potential customer is considering your product—among others. So, offer content that showcases your product's advantages, like in-depth comparisons, detailed SaaS blog posts, and customer success stories. The goal is to build trust by showing expertise and results.
👉Content that says YOU ARE THE ONE
Finally, your potential buyer is on the verge of purchasing. This is where you put your best foot forward—personalized demos, comprehensive case studies, and specific content that addresses niche concerns or technical questions. Your content here should be very specific, showing how your product fits their needs perfectly.
At the most-aware stage, your SaaS content strategy must be sensitive to their intent to buy. You need to ensure your content won't push them out of the funnel with mismatched content but towards the exact solution that they're looking for—your SaaS. 😉
Exclusive tips to enhance your SaaS content funnel
Ready to fine-tune your content funnel? Let's boost your content strategy with these insider tips designed to enhance your SaaS content funnel.
#1 Use intent data
Imagine the frustration when leads start to engage with your content, but they bounce right away. That’s often because the content doesn’t match their search intent.
Use intent data and analyze what your prospects truly need for the moment. This lets you tailor your content with precision—addressing their current concerns and moving them seamlessly to the next stage of your funnel.
#2 Segment your audience
Treating your entire audience like they have the same needs and problems is a common pitfall. ☹️ When you blast the same content, some of your target market may feel misunderstood. The result? Poor engagement, low conversion rates, and a content strategy that fails to deliver.
Audience segmentation is the key. By dividing your audience into specific groups based on their behaviors, needs, and stages in the buying process, you can tailor your messaging for maximum impact. Create targeted campaigns that speak directly to each segment, whether they're problem-aware prospects needing education or most-aware visitors.
#3 Implement content remarketing strategies
Ever noticed how some visitors to your site seem interested but leave without taking action? They showed interest, but something didn't click. Without a nudge, they might never return.
#4 Update, repurpose, and recycle content
If you're not updating, repurposing, or recycling your content, you're missing out on opportunities to connect with your audience in fresh and relevant ways.
The key is to revive your SaaS content. Take those blog posts, videos, and infographics and give them a new lease on life. Update statistics and trends, repurpose a blog post into a series of social media snippets, or turn an old webinar into a downloadable guide. It's about maximizing the investment you've already made and ensuring your content continues to work hard for you.
Check out the CaaSocio LinkedIn page to see how we repurpose our blogs :)
Convert more audience with a strategic SaaS content funnel
So it’s clear. Your SaaS content funnel, more than a marketing tool, is a reflection of your company's commitment to understanding and serving your customers. Every content must speak to every stage of the SaaS buyer's journey.
By focusing on your lead’s intent, you're not just filling a funnel. But you're smoothly converting prospects into champions of your SaaS.
If creating a content strategy overwhelms you, we’re here to help.
Book a call with CaaSocio today, and we'll help you develop a SaaS content plan that maps out the path from awareness to conversion. Let's turn your content into your most powerful sales tool.