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In today’s competitive market, businesses are under increasing pressure to provide exceptional digital experiences for their customers. The essence of these experiences often lies in diverse content—be it text, images, video, or other formats—making it imperative for companies to master content creation. To gain insights, many businesses look to the pioneering examples set by software as a service (SaaS) companies.
SaaS leaders like Intuit and Salesforce have demonstrated a profound understanding of how effective content supports the comprehensive customer journey. These companies have embraced various content forms—from engaging podcasts to informative product videos and contextual support materials. Drawing from my experience as the former head of content at Mailchimp, I can affirm that when the customer experience is predominantly digital, the role of content becomes crucial. Here are four strategies derived from successful SaaS models that any business can adopt.
1. Clearly Communicate Your Brand’s Purpose
A well-defined and meaningful brand purpose can set a company apart, particularly for younger consumers like Generation Z. Research by Roundel indicates that 73% of Gen Z buys only from brands they trust and believe in.
Establishing a brand purpose begins with a solid definition, but it should not stop there. Brands need to substantiate their purpose through authentic actions and content to avoid being perceived as disingenuous.
Salesforce exemplifies this principle by effectively communicating its commitment to “building stronger relationships” through its content. The recent introduction of Salesforce+, a streaming platform offering high-production-quality content on recent business and marketing developments, highlights how companies can bring their mission to life.
This doesn’t mean every business must emulate Netflix. Instead, organizations can create tailored content that reflects their mission. For example, The Home Depot produces guides that embody its ethos of “more doing,” while Patagonia’s catalog serves as an outdoor magazine, showcasing its commitment to environmental stewardship.
2. Focus on Customer Success, Not Just Service
Leading SaaS companies excel in not only providing customer service but also promoting customer success. They achieve this by offering valuable resources that help customers overcome challenges and maximize value from their products.
Examples of effective content include:
- Microcopy for labels and instructions
- Step-by-step interactive guides
- Accessible FAQs via chat and voice search
- Contextual help like tooltips and notifications
- Best practice guides drawn from high-performing customers
- AI-powered chat assistance that combines various support formats
Intuit Assist is one notable example, serving as an AI-driven advisor across Intuit’s suite of products. Recently, Walmart implemented a similar feature that enables customers to request suggestions for seasonal events, like planning a Halloween party, leveraging its extensive product range.
If your business isn’t ready for a sophisticated AI assistant, you can still use content strategically to assist your customers while laying the groundwork for a potential AI initiative in the future.
3. Shift from Promotion to Guidance
All businesses must navigate the challenge of effectively promoting their offerings for growth. High-performing SaaS companies have learned to engage customers regarding new features or services. Instead of overwhelming potential customers with aggressive promotions, they provide timely and subtle nudges toward products that suit individual needs.
During my tenure at Mailchimp, as the company constantly evolved its offerings, my teams developed supporting content that empowered customers to utilize new features successfully. Our findings show that recommending useful how-to resources significantly impacted customer engagement and revenue growth.
This doesn’t mean abandoning all promotional activities; rather, combining guidance with marketing techniques can substantially enhance customer adoption rates. Take Thrive Causemetics, for instance; their product descriptions are comprehensive, featuring tutorials and guidance tailored to various customer needs, proving that thoughtful content can drive significant results.
4. Organize Your Content Processes Efficiently
Behind every compelling piece of content lies a robust operational framework. The effective management of content creation does not occur by chance—it’s a well-structured operation involving people, processes, and technology that facilitates streamlined content workflows.
Companies like Pfizer have recognized the pivotal role of content operations in fostering business growth. At the Adobe Summit, Jane von Kirchbach, Senior Vice President of Digital at Pfizer, noted their mission to engage meaningfully with customers through enhanced content strategies during the pandemic’s peak. By optimizing their content supply chain and leveraging automation, Pfizer achieved a remarkable 50% reduction in content creation time.
As businesses strive to enhance their digital experiences, adopting practices from successful SaaS organizations can provide a competitive edge. By articulating their purpose clearly, prioritizing customer success, adopting a guiding approach to marketing, and implementing efficient content operations, companies can significantly improve their content strategies and, in turn, drive growth.
Source
www.entrepreneur.com