Elevate Your Software Company Using Successful Blogging Strategies
Updated: Feb 27
The website of your SaaS company is only as good as the content it houses. Hence, your content strategy is key to building your blog as a traffic generator, increasing leads, and presenting yourself as a thought leader.
As a software company in today's age, you must understand that your blog is only a part of your company's content marketing strategy, a very crucial aspect nonetheless. Many software companies rely solely on creating blogs and producing content without incorporating fail-safe strategies that meet their business goals.
In this post, we'll delve into the most effective and successful blogging strategies used by top SaaS firms, examining how they form the cornerstone of your blog's content and can propel your software company to new heights.
Numerous studies have shown the positive impact that blogging can have on the success of SaaS companies. For example, a recent study found that companies that blog regularly generate 55% more website traffic and 97% more inbound links compared to companies that do not blog.
Another study found that businesses that blog have 67% more leads compared to businesses that don't. These statistics demonstrate the significant impact that a successful blog can have on the growth and success of SaaS companies.
With the swelling competition in the SaaS industry, it is not enough to simply dish out content. Your company needs a unique standpoint amongst millions of other software blogging sites.
First, let's take cues from some of the acclaimed best SaaS blogs and see why they are the best.
Software Companies and their Unique Blogging Strategies
Many successful SaaS companies have leveraged blogging as a key part of their content marketing strategy and stand out for their quality, relevance, and engagement.
1. Intercom
Intercom is a customer communication and engagement platform for businesses. An important aspect of Intercom's blogging strategy is its use of data-driven insights and case studies to build a strong community of users and establish itself as a thought leader in the field of customer engagement.
Intercom's blog provides a wealth of valuable information on customer engagement strategies, and the company actively encourages its readers to share their own experiences and insights. Intercom also leverages its blog to support its product and marketing efforts.
For example, the company regularly features product updates and new features on the blog, providing a platform for product managers to share their vision and roadmap with customers.
Additionally, Intercom uses its blog to promote its events, webinars, and other marketing initiatives, further engaging with its target audience and driving business growth.
2. Zapier
Zapier is a popular automation tool that connects web applications and allows users to automate repetitive tasks.
An important aspect of Zapier's blogging strategy is it features a clean and easy-to-use design, and the company regularly updates its blog with new and interesting content that provides real value to its readers.
Zapier also leverages its blog to drive traffic and leads for its business. The blog is optimized for search engines and includes calls to action that encourage readers to try Zapier for themselves.
3. Hubspot
HubSpot is a well-known software company that has established a successful blogging strategy. As of 2021, the number of Hubspot customers increased from 103,994 in 2020 to 113, 925 in 2021.
The company's blog strategy is centered around providing its audience with high-quality, educational content that is designed to solve their problems and help them grow their businesses.
A key element of their blogging strategy is their use of personalized calls to action and lead magnets. At the end of each blog post, they offer readers the opportunity to download a free resource, such as an eBook or template, in exchange for their contact information.
This helps to build their email list and create new leads for their business.
Essential Elements of Successful Blogging Strategies for Your Software Company
You know your business goals, niche, target audience, pain points, content format, and calendar but what is your strategy?
Successful blogging strategies vary in design according to the goals your software company is working to achieve but you need to check some essential elements to confirm their viability and guarantee success. Hence, to be successful, your blogging strategy must include the following.
Blogging Strategy Part 1:
1. Audit the current status of your blog
Before you start creating new content, you need to understand what's working and what's not with your existing blog. This will help you identify areas for improvement and ensure your new content is aligned with your goals.
2. Your business goals are important to your strategy
Your company blog is useful for your customers and for achieving your business goals. As such, they form the foundation of your strategy.
Depending on your company's unique standpoint, your goals may include building brand awareness, driving traffic and lead generation, improving customer engagement, increasing sales, generating social shares and backlinks, etc.
By creating a successful blogging strategy that aligns with business goals, software companies can achieve meaningful results and drive business growth.
3. Define the tone and style of your blog content
Software companies are often viewed as technical and complex, so it is important to maintain a professional tone in your blog. Use clear, concise language and avoid using overly technical jargon that might confuse readers.
At the same time, you don't want to come across as dry or boring. Make sure your blog is written in an approachable, conversational tone that engages readers and makes them feel welcome.
Your blog's tone and style should be relevant to your target audience and consistent with your business goals.
If your goal is to establish thought leadership, for example, you may want to adopt a more serious, authoritative tone. If your goal is to drive sales, you may want to adopt a more conversational, promotional tone.
Blogging Strategy Part 2:
4. Tie pain points into persona messaging
When it comes to your blog, tying pain points into persona messaging means creating content that speaks directly to detailed profiles of your ideal customers, including their demographics, behaviors, motivations, and pain points, and offering them solutions.
For example, if your software company offers a project management tool, you could write a blog post addressing the common pain point of team members not completing tasks on time.
By addressing this pain point and offering solutions, you demonstrate your expertise in the field and provide valuable insights to your target audience.
5. Leverage keyword research and other relevant SEO tactics
This strategy attends to making your blog content discoverable in search engines, reaching a wider audience, targeting potential customers at each stage of your marketing funnel, and resulting in higher organic traffic.
Keyword research involves identifying the keywords and phrases that your target audience is searching for and using those keywords in your blog content.
In addition to keyword research, there are several other SEO tactics that software companies can leverage as part of their blogging strategy. These include:
Optimizing your blog for mobile devices, as more and more people are using mobile devices to access the internet
Creating high-quality, original content that provides value to your target audience
Using internal and external links to provide additional context and information
Creating compelling meta descriptions and titles to entice users to click on your blog post
Utilizing social media to promote your blog and increase its visibility.
This part of your blogging strategy can be outsourced to SEO experts.
6. Target your blog content toward building a community
Community members who feel a connection with your brand are more likely to participate in discussions, share your content, provide valuable feedback, recommend your product to others, and become ambassadors for your company. You can achieve this strategy by:
Asking questions and seeking feedback to encourage interaction and help your audience like they’re part of something special.
Share user-generated content such as testimonials, case studies, and success stories.
Offer exclusive content, such as webinars, podcasts, or eBooks, to members of your community to incentivize engagement and build loyalty.
Offer opportunities for your community members to collaborate, such as guest posts, community events, or online forums.
Share industry news, trends, insights, and research to attract new readers who are interested in the same topics as research shows that 96% of buyers like hearing from industry experts.
7. Trade valuable content for contact details with personalized calls-to-action
The idea is to provide valuable content to your audience in exchange for their contact information, such as their email address. By doing so, you can build a targeted list of leads and keep your audience engaged and informed about your brand.
One way to exchange value for contact information is through offering gated content, such as whitepapers, ebooks, or webinars, in exchange for an email address. This allows you to collect valuable information about your audience while providing them with valuable content they are interested in.
Another important aspect of this strategy is to segment your email list based on the information you have collected. By segmenting your email list, you can tailor your follow-up communication to specific groups and provide them with relevant content that speaks to their specific interests.
Blogging Strategy Part 3:
8. Publishing cadence of your blog
The cadence of your blog publishing is an important aspect of your blogging strategy. It refers to the frequency and regularity with which you publish new content. Consistent and regular publishing helps to keep your audience engaged and builds trust and credibility.
However, it is important to consider your resources, such as time and manpower, when determining your publishing cadence. You do not want to publish too frequently and burn out your resources or too infrequently and lose the interest of your audience.
9. Promoting your blog content
Promoting your blog gives it the extra boost your company needs to become top of mind of your target audience, hence its importance to your blogging strategy.
There are various ways to promote your blogs, such as social media, email marketing, influencer marketing, and paid advertising.
The key is to determine the channels that will best reach your target audience and allocate your resources accordingly. Consistently promoting your blog will help to increase traffic, generate leads, and build your brand.
10. Tracking and measuring your performance as a software company
Your blogging strategy cannot be complete without setting measures for tracking its performance and viability.
You can track various metrics, such as traffic, leads, conversions, and engagement, to determine the success of your blog.
Utilizing analytics tools, such as Google Analytics, can provide valuable insights into the performance of your blog and help you make informed decisions about future content and promotion strategies.
11. Repurposing and retargeting
None of your blog content is useless. Rather, you can repurpose your content by maximizing the value of blog posts with lower engagement into different formats, such as infographics, videos, or social media posts.
This allows you to reach new audiences who may not have seen your original content, as well as those who prefer different types of content.
Reach out to people who have previously engaged with your content and offer them related content. For example, you can retarget readers of a blog post with an email newsletter that provides additional information on the same topic.
This not only helps to keep your brand top of mind but also provides value to your audience by offering them related content that they may find useful.
Saving the best for last
The best part about all this is outsourcing your blog content creation to a professional agency like Ojehs, Inc. can help you save time, resources, and effort while ensuring that your blog is optimized for success.
All you have to do is fill out this form.
Conclusion
The benefits of blogging for your software company are plain and simple, not to mention grossly advantageous, and successful blogging strategies are essential to manifesting those benefits. Here's a checklist to follow.
By providing valuable content, building thought leadership, exchanging value for contact information, and leveraging relevant SEO tactics, SaaS companies can connect with their target audience, generate leads, and grow their business.
With a focus on audience engagement, consistent tone and style, and data-driven optimization, SaaS companies like yours can create a blog that drives success for their business for years to come.