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The 5 best content creation strategies for SaaS & IT companies

If you're running a SaaS or IT business, you have dozens of options when it comes to producing and promoting your content. As, I'm guessing here, you can't do everything at once, you need to prioritize and focus on strategies that produce tangible results.

There are five such strategies, and when it comes to IT/SaaS content marketing, these are your best bets. Let's have a look at them!

Content Creation Strategy 1: Blog posts

That's an absolute foundation for your content marketing and content creation. With blog posts, you have your own place to publish whatever you want for free (how awesome is this?!) and then promote it in many different ways.

For your blog to be effective, you need to understand your ICP's needs and deliver practical value. Don't turn your blog into your company's "propaganda arm"; rather - it is a place where your prospects can get the free and useful knowledge they need.

With good blog posts, you can:
  • Increase user engagement

  • Give your SEO a solid boost

  • Build credibility and trust among potential clients

  • Showcase your best work (blog + case studies is a marriage made in heaven)

  • Educate on how to benefit from your product/service

Last year, Semrush asked respondents about their top-performing content. Four out of the top 5 answers were related to running a blog!

top-performing content

Clearly, it's a no-brainer - you need to start running a blog, and you need it now!

Content Creation Strategy 2: Videos and webinars

Video content has been on the rise for many years now. No surprises there, it's fast, easily-digestible, and involves two senses instead of one. At the same time, it's the hardest type of content. But if you can make the most of it, video can help you drive more engagement and interest.

Webinars are especially effective, provided you want to share valuable knowledge and not just shout "BUY NOW!"

A recipe for a successful webinar consists of three ingredients:

  1. You need a specific problem/challenge your target audience struggles with

  2. You can answer or at least help with it in a matter of 0.5h (your webinars shouldn't be too long)

  3. Your tool can also help your potential clients solve their problems

People won't come to a sales presentation; no one's interested in those anymore.

But they WILL come to a free event where they can get answers to their problems. Even if they don't end up buying from you or subscribing with you.

If that's a risk you're willing to take, webinars are for you, especially given they also work great as sales tools.

Here's a hint for you: You don't even need to organize your own webinars! You can start by partnering with other companies in their webinars and be a guest expert. Your role is less important than the knowledge you're about to share.

Content Creation Strategy 3: Repurposing

Imagine you have an amazing blog post. People interact with it, read it, and click your CTA button. Why leave it at that? That's just wasting money! This is where content repurposing steps in the game.

You see, a blog post can easily be turned into a series of social media posts or into a YouTube video. This way, you can skip the idea generation stage and just keep making the most of your content; at a relatively low price and good pace. This way, one piece of content can turn into three or more in a matter of days or, sometimes, hours!

content repurposing

Content Creation Strategy 4: Pillar pages and topic clusters

I just love those! Come up with one idea for a topic cluster/pillar page and you have a ready-made list of five, ten, or more articles and posts. Thanks to topic clusters, you can not only showcase your expertise but also create tons of SEO-friendly content!

It's important to create topic clusters that have at least some SEO potential; this way you can kill two birds with one stone. This is especially true in the IT sector where you generally need to show your expertise so that potential clients can trust you.

Topic clusters are just amazing if that's your goal.

Take a look at this very simple example of a topic cluster on digital marketing. Each of those topics is a treasure chest of ideas! And it took me less than 10 minutes to come up with it!

Naturally, you can expand your cluster and create "sub-clusters" within one big cluster. This way, you can have a list of 100+ blog posts and articles!

topic content cluster

Content Strategy 5: Skyscraper Content

The last strategy I want to mention also has a lot to do with SEO. Skyscraper content is all about creating blog posts on the topics that already exist online (and rank high on Google) but are much better and more exhaustive than their competitors.

You start by analyzing three to five top-performing blog posts on a given topic and then creating a better one, e.g., by identifying content gaps (aspects other writers failed to address) and adding your examples, case studies, and real-life knowledge.

skyscraper content creation strategy

Almost every article can be improved, and that's the essence of this strategy.

Let's wrap it up!

If you run a SaaS/IT company, content marketing can be your secret weapon that allows you to get ahead of your competition and streamline lead generation efforts. Use these five strategies to give a boost to your content and grow your organic visibility online.

And if you're looking for a trusted partner to help you with this, here's a link to my calendar. Let's have a nice chat about what we can do together!


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