What Kind of Content Has Successfully Driven SaaS Product Adoption?
SaaS Perspective
What Kind of Content Has Successfully Driven SaaS Product Adoption?
To help you identify effective strategies for driving SaaS product adoption, we asked founders and directors for their best insights. From creating a marketing content calendar to producing step-by-step tutorial videos, here are six pieces of content that these leaders found successful in boosting product adoption.
- Create a Marketing Content Calendar
- Showcase Client Success with Case Study
- Publish Short, Digestible Fix-It Videos
- Host Interactive Webinar Series
- Promote with Feature Release Video
- Produce Step-by-Step Tutorial Videos
Create a Marketing Content Calendar
The single most effective content piece I’ve ever created is a marketing content calendar, available for download. This spreadsheet calendar lists all the yearly fun, quirky, and weird holidays along with the national, well-known holidays. It features a day-by-day calendar where business owners or marketers can list and record all their marketing content for the whole year, including email, social media, text marketing, and more.
The company I work for provides software that entrepreneurs and business owners use to communicate with their customers via text message. Therefore, it is important for us to help business owners succeed in engaging with their customers while simultaneously using our software in the best way possible. It is a win-win situation, and this calendar has been a great method to get new leads and help current customers at the same time. The landing page for this calendar gets almost five times the traffic of the next-highest page with no paid advertisements.
Showcase Client Success with Case Study
One piece of content that significantly drove SaaS product adoption for RecurPost was a detailed case study showcasing how a major client transformed their social media management using our platform. This case study highlighted the client's challenges, the strategic implementation of RecurPost, and the impressive results achieved, such as increased engagement and time savings. By focusing on real-world applications and tangible benefits, we were able to resonate deeply with potential users facing similar issues, thereby driving adoption.
The success of this case study stemmed from its authenticity and relevance. Prospective customers could see themselves in the client's story, making the benefits of our product more relatable and compelling. Furthermore, the case study served as a powerful testimonial, building trust and credibility in our solutions.
Publish Short, Digestible Fix-It Videos
The Moz Daily SEO Fix series has been a successful format for us. By capturing popular customer queries, we’ve published a collection of short, digestible videos on the Moz Blog. These bite-sized videos are very popular, especially as engagement time becomes harder to maintain. They have proven to be valuable for our customers and our marketing, customer service, lifecycle, and customer email teams. These teams can deliver the videos to customer cohorts to encourage specific actions. Publishing on the blog also makes it easy to access through organic search and reminds returning visitors of our valuable solutions.
Host Interactive Webinar Series
We hosted a webinar series focusing on industry trends, challenges, and solutions, with a significant portion dedicated to demonstrating our SaaS product. The webinars included live Q&A sessions, allowing attendees to ask questions and see real-time solutions. This interactive approach built trust and provided an opportunity for attendees to engage directly with our product.
Promote with Feature Release Video
A feature-release video that showcased a new, highly-anticipated module for a financial management SaaS product drove significant engagement. The video used a mix of animation and live-action to explain the features’ functions and benefits in a clear, engaging manner. It was promoted via social media and email campaigns, targeting both existing customers and prospects.
The video was successful because it effectively communicated the new features’ value propositions in a digestible format. By visually demonstrating how the features worked and the problems they solved, the video helped current and potential users understand the tangible benefits quickly. This clarity and ease of consumption led to increased excitement and discussion around the release, boosting adoption rates shortly after launch.
Produce Step-by-Step Tutorial Videos
One piece of content I created that effectively drove SaaS product adoption was a step-by-step tutorial video series. These videos walked users through the entire onboarding process, from initial setup to leveraging advanced features. Each video was short, visually engaging, and included real-world use cases to show how the product could solve specific problems.
I believe this series was successful for a few key reasons. First, it made the product feel accessible and easy to use, reducing the intimidation factor for new users. Second, the real-world examples helped users see the tangible benefits of the product, making it more relatable and appealing. Finally, the engaging visual format catered to various learning styles, ensuring that users could follow along and absorb the information effectively. By making the onboarding process smooth and demonstrating immediate value, we saw a significant uptick in user engagement and product adoption.
