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Content Marketing Strategy for SaaS: Creating a Content Plan

Creating a content plan is key for effective SaaS content marketing. Learn more about content planning, including which content to develop in this guide.
Parker Dietz
March 13, 2023
April 11, 2024

Executing a successful SaaS content strategy is a step-by-step process. After you define your goals and identify your target audience, the next step is to create a content plan.

Your content plan will guide content creation, distribution, and other critical steps so you can reach your content marketing goals. Here, we dive into the five steps you should take when creating a content plan and share other tips and tricks you can use for success.

Table of Contents

Content Marketing Strategy for SaaS: Creating a Content Plan is the fourth part of a series all about content strategy for SaaS. Check out Parts 1, 2, and 3 now, and be on the lookout for Part 5.

What Is a Content Plan?

Content planning involves outlining the content topics, formats, distribution channels, and publishing schedule for your SaaS content strategy. The content plan will be a written document, and everything within it must align with your business goals and audience needs.

Tailoring the details of a content plan to match your marketing goals and engage your target audience is crucial. If your content plan does not align with your goals and audience, you'll likely publish inconsistent content that your audience won't engage with. For example, creating blog posts to engage and convert a target audience that prefers video content.

On the other hand, a well-constructed and aligned content plan will facilitate creating and publishing content that effectively guides target users through your buyer’s journey. This kind of content plan will increase your chances of experiencing high engagement and conversion rates.

Besides content topics, formats, and distribution channels, other details typically listed in a comprehensive content plan are target keywords and metrics for measuring success. In short, a content plan provides a roadmap for effectively achieving your content marketing goals.

The Benefits of Planning Your Content

While a content marketing strategy covers your overall approach to achieving content marketing goals, a content plan focuses on content creation and distribution specifics.

The benefits of creating a content plan are numerous, and the biggest of these benefits are:

  • Consistency: Content planning provides your team with a content creation and distribution blueprint, ensuring content is created consistently. Also, a content plan provides a schedule for posting content. Following the schedule ensures content posting consistency to keep your target audience engaged.
  • Improved collaboration: A content plan ensures that every content marketing team member is on the same page. Giving everyone access to the same information facilitates collaboration and communication.
  • Improved efficiency: A content plan ensures effective content marketing. It accomplishes this by assigning each content marketing member clearly defined roles and providing metrics for measuring the campaign’s performance.
  • Budget management: A content plan reveals the content to create for a specific period. You can use this information to determine your content creation budget for that period. Sticking with the budget will help prevent overspending.
  • Better quality: Creating a content plan allows you to plan ahead and achieve better results. For example, knowing the topics to create beforehand gives you ample time to research, test, and optimize content before posting.

What Should Be Included in a Content Plan for SaaS?

When creating a content plan for a SaaS marketing strategy, there are several elements you should include:

  • Goals and objectives
  • Target audience
  • Content types
  • Content platforms and channels
  • Content production workflow
  • Content schedule

Goals & Objectives

Your content marketing objectives are the goals you hope to achieve by executing a SaaS content marketing strategy. You can have multiple goals, such as increasing brand awareness, boosting website traffic, and generating more leads and sales.

Documenting your objectives during content planning allows you to build and tailor your content plan to match those goals.

Target Audience

Your target audience is the group of people you want your content to reach. For SaaS businesses, these people will be the same potential customers you had in mind when building your product.

Unlike other consumers, this specific group of people has a use for your product, making them more likely to find your brand, industry, or product-related content appealing and valuable.

Listing your target audience in your content plan facilitates building and tailoring your content to engage the right people. Most content marketers identify target audiences based on demographics like age, gender, race, education, religion, income level, and location. However, you should also include psychographics like purchase preferences and spending habits.

Content Types

What type of content should you create? While the top three types of content are videos, blogs, and images, you'll want to ensure the content types you publish fit your audience's needs and habits.

Using your content plan to specify the content to create will ensure your team understands what to work on. It also helps you focus resources on building the right content types.

Content Platforms/Channels

These are the platforms where you'll publish your content. Besides your business website, you can also publish content on social media platforms such as TikTok and Instagram.

The more channels you post on, the more potential customers you can reach. Again, just make sure you're selecting platforms that align with your target audience's habits.

Listing the platforms for distributing content in your plan is crucial because it ensures that your team creates content in a format that will work on those specified channels. For instance, videos created for TikTok are vertical, while Twitter and LinkedIn videos are horizontal.

Content Production Workflow

Your content production workflow covers who's responsible for different aspects of the content creation and distribution process. For instance, who will create, edit, and publish video content? It will also specify the content production tasks your team should follow to outsource.

Your content plan must contain a content production workflow because it will help team members know their responsibilities and deliverables. It also ensures that team members follow the same content production processes.

You can simplify developing a content production workflow by using a content planner. The best content planners help teams manage the content production process and facilitate task assignment and collaboration.

Content Schedule

A content schedule specifies how often you should publish content. Some content marketing teams post daily, while others post weekly or monthly. Specifying dates for posting content ensures that your team knows how much time they have to create and publish content. This information will also help your team prioritize the pieces of content to create first.

5 Easy Steps for Creating a Content Plan

Now that you know what a content plan should contain, let’s dive into the steps you can take to build a content plan for reaching and engaging your target audience.

#1. Choose Content Types

The first step in creating your content plan is selecting the types of content you want to create. There are so many types of content to choose from, however, it's critical to choose content your target audience will engage with.

For example, commonly used content types include videos, photos, social media posts, and blog posts. Some consumers prefer visual content like photos and videos because they're more engaging and easier to digest.

One common content type that many SaaS companies often overlook is user-generated content. UGC is content created by customers that have used your product or interacted with your brand. Users typically create such content to share their experience after using a product.

Examples of UGC include product reviews and case studies. You can post user-generated content on social media and other platforms to build brand trust and drive traffic to your website.

Ready to take advantage of UGC? You can save time and effort by using Cohley to get high-quality UGC for your content marketing campaigns. Schedule a call today!

#2. Select Content Platforms

Optimal content distribution requires publishing your content on as many platforms as possible. Not just any platforms, but the platforms your target audience frequents the most.

For example, 18 to 24-year-old women use TikTok more than anyone else, making the platform perfect for targeting females within that age group. On the other hand, brands targeting professionals typically gravitate toward LinkedIn.

Other top social media platforms for distributing content include Facebook, Instagram, and Twitter. Besides social media, you can post content on your business website.

Selecting platforms for content distribution based on your target audience guarantees that members of your target audience will see your content. Also, your target audience will see your content in their preferred format.

For instance, if your target audience prefers short-form videos, posting on TikTok will ensure you reach the right people with their preferred content. Providing your target audience content in their preferred format guarantees engaged viewers. And engaged viewers are more likely to convert.

You should also consider your content marketing goals when selecting content distribution platforms. If your goal is to educate your target audience through video, you may need to choose a platform that allows long-form videos. For example, you can post an hour-long comprehensive tutorial video on YouTube and share it on other platforms.

#3. Create a Content Production Workflow

The next step in content planning is building your content production workflow. Your content production workflow will list the steps for creating and publishing content. The workflow will also specify the individuals responsible for fulfilling each step.

Steps listed in a content production workflow typically include:

  • Planning: The process involves outlining your content's structure, format, and goals and identifying who will create the content.
  • Research: Researching involves studying a topic to find valuable and relevant information for creating your content. It also covers keyword research to identify search terms your target audience uses to find information. Adding these keywords to your content will increase its chances of popping up in relevant Google or social media searches.
  • Creation: Content creation covers making the content. The process may involve writing, recording, or designing the content. After content creation, you will edit the content to optimize its accuracy, engagement, and attractiveness.
  • Review and approval: The head of your content marketing team or another stakeholder should review and approve each piece of content before publishing. This step is essential for verifying that the created content matches your organization's standards and content marketing goals.
  • Publish: Once a piece of content is ready, you can publish it on your selected distribution channels. After publishing, promote the content to increase its visibility and ensure more members of your target audience see it.

A content production workflow is essential as it prevents mix-ups and ensures everyone knows their roles. It also promotes consistency by providing your content creation team with a single framework everyone can follow.

#4. Brainstorm Content Ideas

What kind of content should you create? Brainstorming content involves ideating content topics your target audience will find interesting. Here are some tactics to get you started:

  • Research keywords: Keyword research involves identifying the search terms your target audience uses to find information about your brand, product, or industry. You can perform keyword research with tools like Google Trends and Ahrefs. Identifying the popular or latest search terms will enlighten you about what your target audience is curious about so you can create content that satisfies that curiosity.
  • Conduct competitor research: Identify your brand’s competitors and browse their most popular or trending content. You can get content ideas by identifying and improving on competitors’ content with the most engagement. However, do not plagiarize competitor content. Instead, make your content more valuable by providing more and better information.
  • Browse social media: Browse social media platforms commonly used by your target audience to find trending topics and conversations. You can use these trending topics and conversations to ideate content that will interest your target audience.
  • Check out forums and knowledge-sharing platforms: Forums like Reddit and Quora are excellent for identifying topics your target audience might find interesting. You can use the identified topics to create content.
  • Use content Idea Generators: You can use online tools like Hubspot's Blog Idea Generator or Answer the Public to generate content ideas based on specific topics or keywords.

Using the above tactics provides a data-driven approach for ideating relevant content topics. It’s far more effective than randomly creating content your target audience might find uninteresting or unappealing.

#5. Develop a Content Schedule

Your content schedule will specify the date and time to post each piece of content you create. Without a content schedule, you may end up with missed deadlines and other issues.

Also, following a schedule allows you to post content at set times your target audience can look forward to, leading to better engagement.

Create a content schedule by listing your content topics as well as the following:

  • Dates and times: The date and time you want to publish the attached topic.
  • Content type: The content format for the topic’s post. It could be a video, image, podcast, or social media post.
  • Author: The person who will create the content for the topic.
  • Status: This indicates the current status of the content. It could be in the brainstorming, creation, review, or published stage.
  • Distribution channel: Where you intend to publish the content.
  • Performance metrics: This includes the key performance indicators (KPIs) you intend to track to measure the performance of the content after publishing. Commonly used KPIs include page views, shares, comments, and engagement rate.

A content planner can help simplify scheduling content creation and publishing. You can even find content planners that automate posting content.

It's Time to Create & Publish Your Content

After creating a content plan, you can start creating the actual content. You can develop your content in-house or outsource to experts. If you choose to build content in-house, check out our best tips for creating content that delivers your desired results.

While creating content in-house can be less expensive than outsourcing, it can tie up resources and distract your team from other crucial tasks. A cost-effective and hassle-free alternative that delivers a better return on investment is to outsource content creation with Cohley.

We help brands save money by connecting them with vetted creators who can provide them with high-quality UGC. You can get visual user-generated content to promote your product and brand, earn customer trust, boost sales, and more.

Every visual asset provided by a Cohley creator will be 100% yours to use as you please, and you can schedule each piece of content to publish when and where you want.

Simplify Visual Content Creation With Cohley

Planning your content is critical for reaching your content marketing goals. However, the content creation process can be a challenge. Once you have your content plan, simplify content production by working with Cohley.

We give SaaS businesses access to professional creators who can provide them with as much custom visual content as they need. Letting professional content creators from Cohley handle your content creation reduces your workload and delivers more reliable results.

To learn more about how Cohley can help you reach your content marketing goals, schedule a call with our team today!

Parker Dietz
Head of Content
With a wealth of knowledge about competitors and pricing, Parker is all about exploring the best way to communicate Cohley's benefits. Outside of work, Parker enjoys poorly playing guitar at parties, watching every Adam Sandler movie ever made, and eating Arabic food.