Why SaaS companies are behaving more like media companies

If you’re a SaaS company CEO, it’s easy to feel like you’re at a disadvantage when it comes to content marketing. You can’t hire celebrity bloggers or be the first to cover a new topic. And, if you’re starting from scratch, it can be hard to attract attention. And, that’s certainly true. But, even if you only have a couple of hours a week to dedicate to content creation, it’s worth it. In fact, it’s essential: content is a competitive advantage for startups.

For starters, content is a great way to attract attention. If you can produce high-quality content that’s relevant to your audience, you’ll be able to get in front of the people who matter most. And, once you have their attention, you can use content to build a relationship with them.

Content is also a great way to differentiate your product. If you can produce content that’s unique and useful, you’ll be able to stand out from the competition.

Finally, content is a great way to build trust. If you can produce content that’s honest and transparent, you’ll be able to build a relationship of trust with your audience.

When executed correctly, content marketing can be an extremely effective way to attract, engage, and convert customers. Thus content marketing is an attractive option for businesses of all sizes for a number of reasons:

  1. It’s an effective way to reach and engage your target audience.
  2. It’s an affordable way to generate leads and drive sales.
  3. It’s a great way to build brand awareness and credibility.
  4. It can be used to support nearly any marketing goal.

But perhaps the most compelling reason to invest in content marketing is that it works. When done right, it’s an incredibly powerful marketing tool that can help you achieve your business goals.

If you’re not already using content marketing to support your business goals, now is the time to start. Here are a few of the many benefits you can expect to see from a well-executed content marketing strategy:

Increased website traffic: If you’re looking to drive more traffic to your website, content marketing can help. By creating and sharing high-quality, relevant content, you can attract more visitors to your site and generate more leads.

Better lead quality: Not all leads are created equal. Quality leads are more likely to convert into customers than those who are not a good fit for your products or services. Content marketing can help you attract better quality leads by providing the information they need to make an informed decision about your company.

Improved sales: Quality leads are great, but they don’t do you any good if they don’t convert into sales. Content marketing can help improve your sales numbers by providing the information your prospects need to make a purchasing decision.

Higher conversion rates: Once you’ve attracted quality leads and improved your sales numbers, it’s time to focus on conversion rates. Content marketing can help you boost your conversion rates by providing relevant, targeted content that speaks to the needs of your prospects.

Reduced marketing costs: Content marketing is an affordable way to reach your target audience and generate leads. In fact, it’s often more cost-effective than traditional marketing methods like print advertising, pay-per-click advertising, or direct mail.

Improved ROI: Because content marketing is so affordable, it provides an excellent return on investment. In fact, a recent study by HubSpot found that businesses who use content marketing see an average ROI of 13X.

In some cases, like Hubspot, they’ve even created their own publications. In others, like Shopify, they’ve built a team of in-house content marketers. And, in all cases, they’re using content to build a relationship with their audience.

Content marketing has become so competitive that companies have to think about the relationship they’re building with their customers. The best thing a brand can do is own content in a specific space. That’s how you can win.

How to produce high-quality content

If you’re going to produce high-quality content, you need to start with a clear understanding of your audience. Once you have a clear understanding of your audience, you can start thinking about the type of content that will be most relevant to them. And, when you’re thinking about the type of content you want to produce, it’s important to keep in mind that quality is more important than quantity.

But it takes a bit more than just great ideas to write high-quality content for web pages. The following tips will help you produce content that is both informative and engaging:

  1. Keep it short and sweet. Web users have short attention spans, so it’s important to make your point quickly and concisely.
  2. Use strong headlines. Headlines are important for both search engine optimization and grabbing readers’ attention.
  3. Use bullet points. Breaking your content up into small, digestible chunks will make it easier for readers to scan and absorb your information.
  4. Use images. People are visual creatures, so incorporating images into your content will help make your point more effectively.
  5. Use active voice. Passive voice can make your writing sound dull and lifeless. Use active voice to make your writing sound more lively and engaging.
  6. Use keywords wisely. Keywords are important for search engine optimization, but using too many keywords will make your content sound unnatural. Use keywords sparingly and only when they make sense.
  7. Edit, edit, edit. A well-edited piece of writing is more likely to engage and inform readers than a piece that is full of errors. Take the time to proofread and edit your work before publishing it.


The good news for startups is that it’s possible to imitate the content production at incumbent SaaS companies. The first step is to think about content as a product, not an advertising tool. That means you need to think about what users want, not what you need.

The second step is to think about your content as a service. That means you need to think about how to keep users engaged. The best way to do that is to think about how to produce content that is useful to your users.

The third step is to think about your content as a subscription service. That means you need to think about how to keep users coming back. You have to become a source of interesting content that users like to read on a regular base.

Photo by Jose Francisco Fernandez Saura from Pexels


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