Getting content marketing right is crucial for growing SaaS enterprises.
This study from Animalz states that about 85% of all blog traffic for SaaS companies comes from organic search. SEO approaches like “Pain Point SEO” can increase organic page views, signups and more. Content marketing is essential for SaaS companies since it helps build relationships with their target audience, nailing down repeat sales and recurring subscriptions.
Rather than figuring out a content marketing process from scratch, hiring a dedicated SaaS content marketing agency and plugging your business model into their established systems will be more cost-effective.
SaaS content marketing agencies are an excellent fit to help generate recurring revenue for software-as-a-service brands. They can do so because they have an in-depth knowledge of SaaS businesses and can build effective content strategies for your enterprise.
But how do you determine whether or not a SaaS content marketing agency can deliver the results you’re looking to achieve? What are the qualities you should be looking for in prospective agencies? To help you find the right agency, follow the tips outlined in the piece and get cracking.
#1 – Specialises In SaaS Content Marketing
#2 – Specialises In Your Industry
#3 – Works For Your B2B SaaS Growth Stage
#4 – Clearly Outlines Their Target Channel
#5 – Displays Industry-specific Case Studies
#6 – Displays Client Testimonials
#7 – Dynamic Team
#8 – Pre-contract Consultation: Free or Paid
#9 – Contract Length: Fixed or Flexible
#10 – Pricing Structure: Standard or Custom
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Criteria For Choosing A SaaS Content Marketing Agency
#1 – Specialises In SaaS Content Marketing
When you scout for SaaS content marketing agencies, you’ll find that some agencies will provide full-scale end-to-end deals like Grow and Convert and Concurate or specialise in link building like Heroic Search. You may need an agency to market your SaaS enterprise on social media; that’s where content marketing agencies like Siarza Social Digital come into the picture.
#2 – Specialises In Your Industry
When you’re trying to solve a medical problem related to your kidney, you’re going to consult a urologist rather than a general practitioner, aren’t you?
In the same way, you’re better off hiring a SaaS content marketing agency that caters to your specific industry. This way, you’ll be assured that the agency knows about your target audience and their pain points, who is your competition, and deliver actionable solutions around these points.
For example, at Concurate, we’ve worked with clients like Triangle IP in the domain of Intellectual Property, allowing us to give insightful solutions that help bring revenue, not just traffic.
#3 – Works For Your B2B SaaS Growth Stage
While there is no harm in going for the services of established or bespoke SaaS content marketing agencies, it certainly helps collaborate with one more attuned to your growth stage.
There are essentially three stages of growth for B2B SaaS businesses. Agencies like Kalungi can work on each of the three stages: Whether you’re at $1M to $10M ARR, $10M to $100M ARR, or $100M+ ARR. Concurate works with medium-sized B2B SaaS businesses, as another example.
#4 – Clearly Outlines Their Target Channel
A SaaS content marketing agency can help its clients by developing a content marketing strategy that is the right fit for their unique needs. The agency will create high-quality content that suits the target audience’s pain points and promote content through effective distribution channels. Because let’s face it, traditional social media giants are not the only place your target audience is likely to spend time.
#5 – Displays Industry-specific Case Studies
It’s a good practice to vet an agency’s credibility and ask for industry and customer-specific case studies to validate the claims that the agency is providing. For example, Concurate has published its own B2B client success story, and so has Grow and Convert for a B2C client.
#6 – Displays Client Testimonials
As an extension of the previous point, it’s a good practice to look out for client testimonials and gauge what kind of services the SaaS content marketing agency was able to provide.
#7 – Dynamic Team
A quality content marketing agency will be transparent about its workforce. A helpful next step is to consider their content production skills. Then, get a walkthrough of the agency’s key members and conduct a gut check on whether they’re a fit for you or not.
#8 – Pre-contract Consultation: Free or Paid
While authenticating whether or not an agency is suitable for your business needs, it’s a good practice to vet their capabilities beforehand by letting them conduct a consultation call. Again, be in the clear whether such consultations are free of charge or not.
#9 – Contract Length: Fixed or Flexible
Another critical point is determining whether the content marketing agency offers flexibility in terms of contractual obligations. For example, are you allowed to walk away anytime if the services don’t match your expectations or not? Again, ensure that such details are clear from the outset.
#10 – Pricing Structure: Standard or Custom
Before taking the plunge, understand whether the pricing is a fit for you or not. For example, is the content marketing agency offering bespoke custom pricing or a fixed flat fee?
Parting Thoughts
SaaS enterprises stand to gain a lot of benefits from content marketing. But that is only possible if your SaaS content marketing agency knows what they’re doing. Ensure alignment in content marketing speciality; industry served; pricing; contractual obligations, and more.
About Us
We are a content marketing agency that brings business, not just website traffic. We curate the best content as per your company’s requirements and philosophy because we believe in the power of meaningful information.
If your organisation wants its content marketing strategy designed by Concurate, let’s connect over a short call. Block our calendar today!
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