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Table of Contents
What’s Included in SaaS Content Marketing Services?
B2B and B2C content marketing require different types of content. While a B2C strategy might focus on short blog posts and social media posts, you’ll have to work a lot harder to gain the attention of busy managers and executives. You’ll need to produce more research-driven types of content. Some examples of what content you should expect to produce are:
White papers
These are in-depth, authoritative reports that focus on a specific problem or topic and provide solutions and insights. White papers help establish authority as well as generate and nurture leads.
LinkedIn articles
These long-form posts are published directly on LinkedIn, allowing companies to share insights, thought leadership, and industry trends with a professional audience.
Case studies
Case studies are detailed analyses of how your product or service has helped a customer reach their goals. (Psst… we have some here!)
Webinars
These are online presentations that allow for real-time interaction between the presenter and the audience. Webinars can help with building relationships with potential customers, education, and engagement.
Lead magnets
Free incentives or resources offered to prospects in exchange for their contact information. This, of course, can help with attracting leads, creating email lists, and even conversion rate optimization.
Landing pages
This refers to those standalone web pages created specifically for marketing campaigns to drive users to take a specific action.
How Much Do SaaS Content Marketing Services Cost?
Marketing needs will vary depending on factors like your audience and your goals. Here are some pricing guidelines to get you started:
For smaller businesses looking to dominate their location
Full-service SaaS content marketing
Larger organizations that need more resources
Here’s what we consider when determining costs
- Business goals
- Speed (desired time for goal)
- Competition
- Account size
Contracts? Nope.
We believe in earning your trust through building a good relationship and getting you great results, no contract necessary.
Detailed plan (that’s yours to keep)
Our team will audit your existing digital footprint and give you a detailed marketing plan before we start working together.
We don’t do setup fees
Other companies charge upfront fees for account setup – we don’t do that here at HawkSEM.
How Long it Takes to See Results
On average, it takes 3-6 months before seeing the results of your content marketing efforts. It requires strategy, persistence, constant editing, pivoting, and refining to maximize results.
Short-term results (0-3 months):
You’ll likely see immediate visibility in search engine results for long-tail keywords and social media shares & interactions. Other quick wins may include an initial increase in website traffic or engagement after publishing high-quality, relevant content.
Mid-term results (3-6 months):
In this phase, you’ll start to see gradual growth in lead generation and organic traffic, improved search engine rankings for targeted keywords, and increased brand awareness.
Long-term results (6+ months):
Now this is where it’s at. Here, you’ll start to see consistent growth in organic traffic and higher rankings for competitive keywords. Plus, you’ll be establishing authority and thought leadership in your industry.
Who We Help
We only hire senior-level talent here at HawkSEM – and with that comes some of the best and brightest SaaS content strategists in the biz.
For over a decade, we’ve helped countless clients across multiple industries and niches reach (and exceed) their marketing goals. Here’s a quick sample of the kinds of clients we serve:
SaaS
As you know, it’s imperative that SaaS content is trustworthy, thorough, and relevant. Our content marketing experts can help make sure your content is up to the task.
Lead generation
Content is key to qualified leads! Whether you need video, social media posts, white papers, blog articles, infographics, or web pages, our content team has you covered.
Ecommerce
From compelling ad copy to product descriptions and more, high-quality content in ecommerce goes a long way.
Finance
Trust and authority are vital in finance content, and we can elevate your content straight to page one.
Education
Boost enrollment with engaging, relevant, in-depth content provided by our esteemed experts.
Healthcare
Grow your practice and attract new patients in no time with help from our content experts.
There are thousands of content marketing companies in the US and hundreds that specialize in SaaS. The overwhelming number of choices can make it difficult to feel confident about your decision of which company to hire. However, by reviewing the above tips about what to look for and what to avoid, you can be confident that the company you choose is one of the best SaaS content marketing agencies in the biz.
Make sure you also double-check the reputation of any organization you want to hire before contracts are signed. You can check their awards and accreditations – for example, HawkSEM is an accredited Google Premier Partner – to help give you an idea of their level of expertise and whether they can be trusted.
At HawkSEM, each client is assigned their own content marketing team that has years of experience under their belts, ready to create killer content, build custom content strategies, and distribute like crazy.
Results From Our Services
7x increased conversions
Doubled lead volume
Increased revenue 562%
Increased organic sessions by 200%
Increased Engagement 20%
Nearly doubled Google impressions in just 3 months
Meet the Minds Behind the Madness
We make things happen, but
don't take our word for it.
Rave reviews from our lovely clients...
The ConversionIQ System: Our smart way of marketing to drive more revenue.
ConversionIQ is our proprietary methodology built to drive actionable insights, full-funnel attribution and high-quality conversions that continuously improve your bottom line.
ConversionIQ from HawkSEM
ConversionIQ is a unique, data-driven tool from HawkSEM that all of our SaaS clients can use. It gives you the freedom and transparency to check in on your campaign’s performance at any time. You get full transparency and can check mid-week, mid-month, or whenever you feel like it, with no questions asked and no lengthy emails. You should have the autonomy to check up on your account status beyond your designated check-ins, don’t you think?
But beyond reporting, it’s worth mentioning that ongoing communication should be something you expect from your SaaS content marketing services — on your terms:
- Do you prefer email or phone calls?
- Video chats or prerecorded updates?
- How often do you want to communicate?
As your content marketing partner, it’s our responsibility to fit almost effortlessly into your existing and preferred business operations.
When to hire SaaS content marketing services
As you can see, there are a lot of pros that come with hiring SaaS content marketing services. But when is the right time to do it? Here are three common scenarios for when hiring a company is a great choice.
You don’t have a team with content marketing experience
Content marketing is a long game. Months of strategic content planning and distribution are needed to start seeing results. If your in-house team does not have extensive content marketing experience, it might take a while for campaigns to get going, as they will have to experiment to see what works.
Any marketer knows that, at first, you have to make mistakes before you create your winning formula. But a content marketing org already has that formula. Their experience is tried and tested, which means you can quickly start seeing results.
You don’t want to take on the cost of hiring an in-house team
An in-house employee not only sets you back the price of their salary, but also many additional expenses such as HR/recruitment costs, work equipment, and more. You may find it more cost-effective to outsource your SaaS content marketing as you can start right away and immediately tap into the company’s pool of talent who have the necessary skills.
It can also be useful to use a content marketing service when your business is starting out or build out your internal team to take some of the pressure.
Your current initiatives are not meeting expectations
If your content marketing is not delivering the results you want, now is the right time to consult an expert. Bringing in SaaS content marketing services can quickly put you back on the right track.
You don’t have time to generate enough content
B2B SaaS marketing is heavy on long-form content. Jumping from content writing to cold outreach and sales is just too much for a small team. Having a trusted team to create content that will increase organic traffic and brand awareness allows you to focus on other parts of the business.
What is SaaS Content Marketing?
According to Content Marketing Institute, SaaS (or software as a service) content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
B2B SaaS companies require a different content marketing approach than your run-of-the-mill B2C. Customers typically have a higher lifetime value, take longer to make a decision, and have established knowledge of the topic.
Such a discerning audience demands content created with expert knowledge, deep insights, and high value. Without this expert quality content, a prospect won’t be convinced of your SaaS company’s authority in your industry and trustworthiness.
What is the difference between SaaS marketing services and content marketing services?
In your search to maximize your SaaS company’s marketing efforts, you have probably thought about outsourcing. But should you choose SaaS marketing services or content marketing services?
There are some key differences between the two. Typically, consulting a company that has a deep understanding of SaaS products will bring you some advantages as they will quickly be able to understand your audience and goals.
SaaS content companies often do everything that a regular content marketing company does and then some. SaaS is a unique market to work in because the marketing effort expands beyond the final sale and focuses on customer retention and increasing MRR.
Customer acquisition costs for many SaaS businesses often far exceed that of customer retention. Because of this, a larger focus is put on customer retention strategies than lead generation. A good SaaS content marketing company will manage customer engagement and customer success programs on top of marketing.
Helpful Resources
Whether you choose to work with us or not, we pride ourselves on providing helpful content that informs and educates. Here’s a sample from our repertoire of SaaS content:
Frequently Asked Questions
What is SaaS content marketing?
SaaS content marketing is the practice of creating and distributing relevant and valuable content to attract, engage, and retain customers for Software as a Service (SaaS) companies.
Why is content marketing important for SaaS brands?
Content marketing is important because it helps to generate leads, build brand awareness, nurture prospects, and engage customers by providing valuable content that addresses both needs and pain points.
How much do SaaS content marketing services cost?
Costs will vary depending on your business’s marketing needs, goals, and the scope of the work. You can expect to spend anywhere between a few thousand dollars per month for smaller companies, to tens-of-thousands for larger companies and large-scale campaigns.
The Benefits
You see, there are some clear differences between a content marketing company that specializes in SaaS and one that doesn’t. But why should you care about those differences?
Well, the biggest reason is that a specialist SaaS organization will understand your target audience from day one.
They will have experience working with similar SaaS products and their audiences. They should know what’s important to your audience and where to find them online. This means you can not only quickly start releasing content but also develop marketing campaigns that really speak to the people that would be interested in your SaaS subscription.
Here are the main benefits of hiring SaaS content marketing services:
Cost reduction
Some SaaS companies balk at the cost of hiring content marketing services. But that feeling that you are spending a lot of money quickly goes away. A good content marketing company can seem expensive at the outset, but you quickly start saving money to offset those costs.
Your internal team will see a lot of their time free up, which they can then use for other tasks that they might have more expertise in than marketing. They can start working towards strategies for increasing sales and other business goals. Plus, any SaaS company worth its salt will know what works for your audience, so you will spend less time experimenting with marketing strategies and more time creating content that delivers results.
Consistent content
Any marketing manager knows one of the hardest parts of creating content is keeping production consistent. Not only is it difficult to continuously come up with high-quality ideas but other priorities within the business can divert the marketing team’s attention from the monthly content calendar.
With a SaaS company, you quickly put those worries to bed. You will have a contract that will dictate monthly deliverables, so you know there will be a constant flow of content coming from your brand.
A company also has a lot of hands on deck and many specialists whose skills they can make use of. As such, a pro marketing team makes easy work of content distribution and creation across multiple channels and mediums. From podcast creators to videographers, marketing services can be home to a wide range of talent, not to mention that they often have the tools and software to make content production smooth and fast.
Expert advice
Why do you go to a mechanic when you have a problem with your car? Because you are not an expert in car engines. The same principle applies to any service; content marketing is no exception. You go with a marketing partner, and you get expertise.
SaaS content marketing companies can quickly identify opportunities to grow your business and better connect with your customers. They will help you invest in the right channels for your audience and goals and ensure that content is impactful. Their knowledge in the software space will be invaluable for creating a successful marketing strategy and can also be helpful for steering you away from bad ideas or wasting your budget.
Connection with your customers
With SaaS businesses putting intense effort into retaining customers, marketing companies that support them will build stronger relationships with customers and push them further through each stage of your marketing funnel. Beyond increasing your customer lifetime value, a customer who constantly benefits from your content will also likely give your company as a recommendation to others.
Access to other services
Companies that specialize in SaaS often offer other services as well. SaaS SEO strategy is closely related to content marketing, so you’re likely to find both in one place. Working with an organization that can create your marketing plan, perform keyword research, and help with technical SEO takes work off your plate and allows you to ensure continuity in planning and content.
How to choose SaaS content marketing services
Many organizations say that they do content marketing, but few can say it’s their specialty. Generalist companies can be helpful, and work for many companies.
How can you avoid broken promises and hire a partner that will get you results?
You need to be savvy about the company you keep. Find one that not only has SaaS specialist knowledge but that can also demonstrate their ability to deliver results.
Here’s what to look for:
SaaS knowledge shouldn’t only scratch the surface
Interview your companies and make sure that they have more than a simple surface knowledge of SaaS. To find valuable SaaS content marketing services, you need to search for teams that understand the unique problems that SaaS companies encounter. They should know things such as the relationship between monthly and annual churn, understand the subscription revenue model, and more.
To find out if a company’s knowledge is really as in-depth as they say it is, you need to question them about their real-world experience. Like you would interview a candidate for a role, you should ask about their experience and skills while pushing them to give examples.
You might want to ask questions about their track record, accomplishments, and even their failures. Here are some great questions to ask during a discovery call.
- Do they have any former SaaS employees on the team?
- What experience does the team have with building and scaling a SaaS company?
- Do they have samples of previous work?
- Are there past client testimonials and success stories for you to review?
- Do they understand the SaaS payment model and things such as free trials and MRR?
Don’t let the company do all the talking. It can be easy to get swept away by a visually impressive pitch, but company owners are smooth talkers. So go in armed with your own questions and make sure you come out with the information you need to make an informed decision.
Do they offer full-funnel content creation or strategy?
A lot of SaaS companies are looking for full-funnel content creation. Others offer full-service solutions that provide you with all of the digital marketing services you need. Full funnel content is more than just copywriting. If you want content for your entire marketing funnel in order to increase customer retention, then full-funnel services are what you are searching for.
Hiring one company for content marketing, email marketing, PPC, and many of the other services you’ll need along the way will ensure you have one coherent strategy with cohesive content.
Check for examples of content production and reporting skills
Another thing to look for is the quality of the content. Writers should be able to emulate your brand’s tone of voice, keeping content consistent with what already exists.
The same goes for other types of content creation. Graphic designers or videographers should be able to absorb brand guidelines and create content that makes sense for your business.
A good way to see how skilled their content creation is, is to ask them about their reporting. Any SaaS content marketing company worth working with should be able to show you the evidence of how their content is impacting your business. Ask them about their reporting process. It should involve things such as setting goals with your business, choosing KPIs and metrics to track, and then regular reporting on those KPIs.
Now you know what to look for in a great SaaS content marketing company, let’s also cover some red flags to avoid.
Ethics
Any company worth partnering with will have a stance on issues such as inaccurate or misleading content, plagiarism, and other various other ethically gray problems that plague content marketing.
Project management
If a company doesn’t want to involve you in the process of content creation, that should be a red flag. You want a company that works with you to keep track of your content strategy and shares a platform with you to do that in an easy way.
Search engine marketing
Content marketing and search engine optimization (SEO) go hand in hand. While they are different marketing channels and will deliver different results, they complement each other a lot. You want an organization with a good foundational knowledge of SEO content, ensuring that it’s optimized for search engines, helps you build backlinks, and primes you for top-notch organic growth.
The Bottom Line
Content marketing is at the core of a great B2B marketing strategy. Unlike most businesses, the funnel can be long, and the client wants to be educated about the process, services, and benefits. That’s why you need a partner who understands how to craft the perfect message for your business and proliferate it across all channels.
At HawkSEM, we don’t just specialize in content marketing strategy. We believe in providing full-funnel strategy and implementation from SEO to search engine marketing (SEM) and social media marketing (SMM). We provide it all under one roof.
We’re committed to forming relationships with our clients and taking the time to understand them (and their business). Don’t settle for just any digital marketing agency. Find a trusted partner to help you meet your goals.
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At the end of the day, we know the most effective marketing centers on people and connections, not just search engine results.
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- Increase conversion volume
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