How to Pick the Best SaaS Content Marketing Agency

Running a successful SaaS company requires careful consideration of various factors, the most important being customer focus and lead generation.

Content marketing can be an effective way to attract new customers and retain existing customers, but it can be challenging to execute. Many SaaS companies struggle to achieve their growth goals due to a lack of in-house expertise in content marketing.

While paid advertising can be effective, it can also be costly. Organic search is a more cost-effective and impactful way to drive meaningful clicks and increase activations and monthly recurring revenue (MRR).

Starting a content marketing team in-house can be daunting, but partnering with a SaaS content marketing agency can provide the expertise and experience needed to scale quickly.

A good SaaS content marketing agency can help you to establish a content marketing strategy that is tailored to your business goals and target audience. They will align new content creation and existing content improvement to capture demand & visibility across customer segments. They can also assist with creating and publishing high-quality content that will help to generate leads and convert them into customers.

When evaluating SaaS marketing agencies, it’s important to consider factors such as their experience in the SaaS industry, their approach to content marketing, and the types of services they offer.

You should also look for an agency that has a proven track record of success in helping SaaS companies to grow and achieve their goals. Additionally, it’s important to consider the cost and value of the services offered by different agencies and ensure that you choose one that fits within your budget.

SaaS Content Marketers Have the Expertise to be Completely Focused on Your Content

As a business owner, your time and resources are spread thin between managing various aspects of your company. It can be difficult to find consistent blocks of time to focus on creating and publishing quality content. This is where hiring a SaaS content marketing agency can be extremely beneficial.

A SaaS content marketing agency has the expertise and resources to completely focus on your content, leaving you free to manage other aspects of your business.

They have the time and bandwidth to regularly update your blog with authoritative and engaging content on a schedule that will signal to Google that your blog is reliable and relevant. This will ultimately translate to better rankings and more organic traffic to your website.

SaaS Content Marketers Are Experts in Lead Generation and Know How to Reach Your Target Audience

Lead generation is a crucial activity for any business, but it’s important to generate high-quality leads that fit your ideal customer profile. A SaaS content marketing agency can help you better engage with different types of leads, allowing you to strategize your content and SEO more effectively. They are experts in conducting effective keyword research that is not only relevant to your business but also relevant to your target audience.

Furthermore, a good SaaS content marketing agency knows how to adapt when your rankings fall or your website traffic starts to plateau. They can tailor content development to support your business goals, highlighting your unique messaging and value proposition, thereby ensuring that your content reaches new audiences that you wouldn’t have reached otherwise.

SaaS Content Marketers Understand How Google Works and Are Experts at SEO

A SaaS content marketing agency is well-versed in the intricacies of Google’s algorithms and has a deep understanding of SEO best practices. They know how to optimize content to rank as high as possible in organic search results.

Their expertise in crafting compelling headlines and incorporating relevant keywords, as well as their understanding of the most effective sentence and paragraph structure, image formatting, and technical website preparation, ensures that your content will not only rank, but also attract potential customers to your website.

In short, investing in a SaaS content marketing agency is a smart way to ensure that your content is seen by the right people.

SaaS Content Marketers Create Compelling Content that Aligns with Your Brand Value

SaaS content marketing agencies are experts in crafting compelling content that aligns with your brand values and resonates with your target audience. They can help you develop a solid content marketing strategy, or improve upon an existing one, to effectively influence your target audience.

A reputable SaaS content marketing agency has a deep understanding of customer pain points and goals, and it can create content that not only speaks to those concerns, but also effectively communicates your brand value and the unique value proposition of your products and services.

By working with a SaaS content marketing agency, you can be sure that your content will be tailored to your target audience and speak to their needs, and will effectively convey your brand message.

SaaS Content Marketers Help You Keep Up With SaaS Marketing Trends

Growing a SaaS company requires a balance of development and marketing efforts. It can be difficult to invest all of your time in developing the SaaS platform while also keeping up with marketing trends and other related aspects.

A good SaaS content marketing agency can help you stay current in the industry by providing expert guidance on SaaS marketing trends and ensuring that your content remains relevant and up to date. They will not only refine and update your strategy but also keep pace with the latest SaaS marketing trends. This can give you a competitive edge and help you identify new opportunities in the market.

By working with a SaaS content marketing agency, you can attract new customers, retain existing ones, and drive revenue growth.

13 Factors to Consider When Evaluating a SaaS Content Marketing Agency

Once you have clearly defined your goals, you are ready to find your SaaS content marketing agency. Here are 13 points that you need to consider while evaluating a SaaS content marketing agency.

#1. Ensure that the SaaS Content Marketing Agency Operates Within Your Industry

It is crucial to ensure that the SaaS content marketing agency you choose specializes in and operates within your specific industry. This is a fundamental step in ensuring that the agency has a deep understanding of your audience and can deliver tailored, effective solutions.

An agency that operates within your industry will also have a comprehensive understanding of your competitors and their marketing strategies. This insight will allow the agency to replicate or improve upon those strategies in order to help your company succeed.

One way to evaluate the expertise of a SaaS content marketing agency is by visiting their website and reviewing the brands they have worked with. A legitimate agency will often display details about their collaborations on their site as a form of social proof.

Another method is to reach out to one of these companies and ask for feedback on their experience with the agency. This can provide valuable insight into the level of satisfaction of their clients.

It is also important to keep in mind that an agency operating within your industry will have a strong understanding of the current and future state of the industry. This knowledge will allow them to stay ahead of industry trends and adapt their strategies accordingly, ensuring that your company remains disruptive.

In short, when looking for a SaaS content marketing agency, prioritize those that operate within your industry for their specialized knowledge and ability to drive success for your company.

#2. Find Out If Their Content Strategy is Optimized to Achieve Your Goal

It is essential to determine your specific goals and evaluate if the SaaS content marketing agency’s strategy aligns with achieving them.

For example, if your goal is simply to increase website traffic, you may want to look for an agency that prioritizes that type of strategy. However, if your goal is to see a rise in trial and demo sign-ups or monthly recurring revenue, a different approach may be needed.

It is also important to consider customer acquisition when selecting a SaaS content marketing agency. If your goal is to convert potential buyers into paying customers, you should ask the agency if their strategy is optimized for that purpose. When asking this question, it’s important to be specific and ask if their process is designed to produce content that drives trial and demo sign-ups.

Additionally, it is important to ask for proof that the agency’s approach is effective. They should be able to explain in detail how their process generates product sign-ups and provide examples of successful campaigns.

This will help you to make an informed decision about whether this particular SaaS content marketing agency is the right fit for your company and your specific goals.

#3. Ask for Samples and Inquire About Their Sales Funnel Strategy

During the evaluation, it is important to ask for samples of personas the SaaS content marketing agency has created for previous campaigns. This will provide insight into the depth of their understanding of your potential customers.

The more detailed the persona, the more comprehensive their understanding of the target audience is likely to be. This is important because it will help the agency craft content that speaks directly to the audience and addresses their specific pain points.

Another important factor to consider is the agency’s sales funnel strategy. A well-operating agency will ideally maintain a buyer persona for every stage of the buyer’s journey.

This will help them to create content that is tailored to each stage of the funnel, guiding visitors through the funnel using your product as the vehicle. It is important to ask the agency how they plan to guide visitors through the sales funnel, and how they will use content to achieve this.

If the agency can provide comprehensive samples of personas and a detailed sales funnel strategy, it is likely that they are well-suited to help you achieve your goals. The agency should be able to give detailed responses to your questions, demonstrating their knowledge of the SaaS industry and their ability to create effective campaigns.

It is also important to evaluate their ability to measure the ROI on their campaigns, as it will help you to know if the strategy is effectively driving the desired results.

#4. Ask for Writing Samples and Find Out If They Actively Promote the Content They Produce

It is important to ask for writing samples to assess the quality of the content that a content marketing agency produces. This will give you an idea of how engaging and compelling the agency’s writing is.

Additionally, it’s important to check if they are using the best practices that a top-notch SEO agency would, such as ensuring the writing flow smoothly guides the reader and if the content entertains while providing valuable information.

This is crucial because it will help you determine if the SaaS content marketing agency has the ability to create content that will drive results for your business.

It’s also crucial to find out if the content marketing agency actively promotes the content they produce. Content promotion is just as important as content creation in driving actual traffic to your articles.

This is because, even if the content is of high quality, it won’t be successful if it doesn’t reach the right audience. Therefore, it is important to find out if the agency offers content promotion as part of their service or if it is an additional cost.

It’s also important to understand if the agency relies only on search engine optimization (SEO) or if they have other methods of promoting your content such as social media marketing, influencer marketing, email marketing, etc.

Knowing what the agency’s role will be in terms of promotion will help you determine how much effort you will need to put in on your end to drive traffic to your articles.

#5. Ask How They Would Measure the Content’s ROI

It’s important to ask about a SaaS content marketing agency’s approach to measuring the ROI of their content. While many agencies may focus solely on web traffic, it’s essential to consider other factors such as conversion rates to determine the success of your content strategy.

A good content marketing agency should be able to provide metrics that show the effectiveness of their approach in driving leads and converting them into paying customers.

It’s also important to keep in mind that web traffic is just one piece of the puzzle. A successful SaaS content marketing strategy should consider the big picture, rather than being solely focused on vanity metrics.

Be wary of agencies that make unrealistic promises or claims, as they may not reflect the current state of the SaaS industry. A reputable SaaS content marketing agency should be able to provide realistic and achievable results for your business.

#6. Ensure that They Avoid Keyword Stuffing

It’s important that whatever content marketing agency you choose avoids using a keyword stuffing strategy in their approach. This is because keyword stuffing, which is the practice of including an excessive number of keywords in an article, can harm your SEO in the long run.

A more strategic approach is needed for ranking highly for valuable keywords. It is considered a best practice to have a single article optimized for a single keyword, specifically for the most competitive keywords.

To evaluate the SaaS content marketing agency’s approach, you should ask them to explain their process for doing keyword research and how they choose keywords to target. You can also inquire about their process for analyzing search engine results pages (SERPs) and how they reflect those analyses in your content.

Additionally, ask for examples of articles they’ve worked on that are ranking highly on Google. This will help you to evaluate the SaaS content marketing agency’s expertise and ensure that they do not rely on keyword stuffing to achieve results.

#7. Ask them for Detailed Case Studies and Testimonials

It’s important to look for a SaaS content marketing agency that has a significant amount of experience. This will ensure that they are not experimenting with your business and have a team of experts that have been working in the field for a long time, who will be able to deliver the results you expect.

One way to gauge an agency’s experience is by asking for detailed case studies and testimonials from their previous clients. This will give you an understanding of their capabilities and how they were able to help their clients achieve their goals.

It’s important to note that many agencies may provide theoretical advice and information, but they have little to no data or case studies to back up their claims. Be wary of agencies that make unsupported claims, such as a certain increase in organic traffic, without providing any proof.

A reputable SaaS content marketing agency should be transparent about the results they’ve achieved for their clients and be able to provide details about how they achieved those results.

When reviewing case studies, it’s important to find out if the results were achieved by a single article or multiple articles, the keywords they targeted, how they selected those keywords, and how long it took to achieve those rankings.

Additionally, it’s important to know the domain authority of their clients at the start and end. This information will help you understand the agency’s strategies and their effectiveness.

Transparency and trust are crucial in building a successful relationship with a SaaS content marketing agency. If an agency can provide enough proof to back their claims, it will increase your confidence in their abilities and their ability to achieve the same results for your business.

#8. The Agency Should be Vetting You as much as You’re Vetting Them

It’s critical to consider your potential SaaS content marketing agency’s approach to client fit. Many agencies may come across as desperate or willing to offer any service to make a quick profit, but this is a red flag that they are not truly invested in understanding your needs and achieving your content marketing goals.

An agency that is truly interested in helping you achieve your desired results will take the time to ask questions about your company and marketing history. They will want to understand your goals and offer different service options that are tailored to your specific needs, rather than trying to sell you a one-size-fits-all package.

An ideal agency will help you clarify and determine your goals. They may ask you what your goals are for investing in content marketing, what success looks like to you, and about your previous agency experiences to understand what worked well and what didn’t.

When an agency is willing to ask these questions, it is a good indication that they are invested in helping you find the right solution for your needs. They will take the time to understand your business and your goals, and work with you to develop a content marketing strategy that is tailored to your specific needs.

Keep in mind that an agency that is not concerned with client fit may not be able to understand you and your needs, thereby failing to achieve your content marketing goals. So, it’s important to look for an agency that is truly invested in helping you achieve your desired results.

#9. Will They Measure and Track Their Performance?

Ensure that your prospective SaaS content marketing agency has a strong analytics and reporting process in place. This will allow you to track the performance of your content marketing efforts and understand what’s working and what isn’t.

Research, creation, strategy, and distribution are all important aspects of content marketing, but it doesn’t stop there. Analytics and reporting are just as crucial, as they help you determine the return on investment for your content marketing efforts.

When choosing an agency, make sure to ask about their analytics and reporting process. Find out if they have experience in tracking performance and measuring metrics. This will help them to manage and improve the results for your content marketing campaigns.

Additionally, ask for specific results that the agency has achieved for their past clients to understand if analytics and reporting are a priority for them. This will give you a better idea of the level of service you can expect when working with the agency.

#10. Do Not Hire Agencies That Promise to Deliver Results Immediately

It’s to be cautious of any marketing agency that promises immediate results, especially in content marketing. While it’s natural to want to see results as soon as possible, many agencies may make unrealistic promises in order to attract clients.

However, these short-term gains often diminish over time and can be misleading.

It’s important to keep your expectations realistic and understand that a successful content marketing strategy takes time to implement and see results. A reputable agency will understand this and will work with you to set realistic goals and timelines.

Instead of looking for an agency that promises immediate results, focus on finding one that has a proven track record of delivering results over the long term. Look for a SaaS content marketing agency that uses a data-driven approach and can show you examples of how they have helped their clients achieve their goals.

In short, stay away from agencies that make unrealistic promises and focus on finding a partner that will work with you to achieve your long-term goals.

#11. Ensure That They Have a Strong Set of Procedures

Your next SaaS content marketing agency should have a strong set of procedures in place for each activity they will be engaging in. This includes not just goal setting, metric tracking, and reporting, but also a well-defined process for creating and managing content across the entire customer journey.

One of the first things a SaaS content marketing agency may recommend is a solid blogging strategy. However, it’s important to understand that a blog strategy is not just about deciding on a few post topics and getting to writing.

A professional SaaS content marketing agency will have a well-documented process for creating a strategy that includes topic planning, performing keyword research, content audit, and content gap analysis.

Content marketing isn’t just about blogging, so you should invest in a SaaS content marketing agency that is able to create and manage content across the entire customer journey.

Additionally, ask about their approach with regard to writers. They may have in-house writers, or they may use contractors for certain projects. In-house writers may be a jack of all trades but master of none, so the later approach of using contractors for your project may work better as they can have specific industry expertise.

When assessing different SaaS marketing agencies, it’s important to inquire about their processes. They may not reveal all the details, especially if you haven’t hired them yet, but it’s worth inquiring as it gives you an opportunity to see their reaction and judge accordingly.

A well-defined process with a clear set of procedures for each activity is an indication of a professional agency that is dedicated to helping you achieve your content marketing goals.

#12. You Should be Able to Get Along Well With Their People

It is essential to have a good working relationship with the SaaS content marketing agency that you choose to partner with. A positive working relationship will not only make the process of working together smoother but also ensure that both parties are aligned in important decisions.

Trust is an important factor when working with an agency; they should understand your SaaS business and have your best interest in mind. During the interview process, pay attention to not only the information that the agency provides but also their communication style and overall demeanor.

It is important to feel comfortable with and confident in the agency that you choose. A good working relationship is a key aspect of a successful content marketing strategy.

It is important to take the time to evaluate if the agency’s team members and culture aligns with yours. That way, you can be sure that you will have a good working relationship. It is important to trust the agency and have a good understanding of their process to ensure that your goals are met.

#13. Which Tools They Will Use and Is the Contract Flexible?

You should understand the tools and technologies your SaaS content marketing agency uses to deliver results for their clients. Ask the agency to provide a list of the tools and platforms they utilize, such as Grammarly, Canva, HubSpot, SEMrush, Google Analytics, and others.

This will give you an idea of their level of expertise and the quality of the work they produce.

Final Thoughts

When selecting a SaaS content marketing agency, it’s important to consider several factors to ensure that they align with your business goals and values. A reliable agency will be able to provide detailed answers to your questions and demonstrate results that they’ve achieved for other clients.

It’s crucial to evaluate the quality of the agency’s data and content, as well as the level of satisfaction of their past clients. Additionally, it’s essential to consider how well the agency’s culture and team dynamics align with your own, and if they can efficiently meet deadlines.

With the SaaS industry being highly competitive and constantly evolving, it’s important to choose an agency that has a specific expertise in SaaS marketing strategies, rather than a general B2B marketing agency. This will ensure that you have the best chance of achieving your content marketing goals.