Creating content is one of the best ways to get your potential customers familiar with your SaaS company. But how do you know what kind of content will work for your audience? What can help convert visitors into leads? How should you create that content to make sure it generates as many leads as possible from your website?

In this article, we'll talk about what types of content you could be creating to generate leads and help grow your business in the long run.

Good content focuses on customers, not the business

To generate leads for your SaaS business, you must create content that focuses on the customer, not yourself.

To do this, first, you need to understand what's important to your customers and show them that you understand their problems. Give them information that will help them solve those problems and make sure the solutions you provide are easy for them to find.

Teach your readers about your product through helpful content

One of the best ways to teach your audience about your product is through helpful content. Creating case studies and testimonials go hand in hand with this strategy, as they showcase how your product solves a problem and proves that it works.

In addition to case studies and testimonials, you can also create tutorials, blog posts, and other types of helpful content that teach people how to use your product or service.

Focus on the benefits of your SaaS over features

Benefits are what your customers care about—the things that make them want to buy from you and keep coming back. Features are what your product actually does—like how it integrates with other products or the way it tracks metrics.

Benefits: "Our product enables seamless collaboration between teams."
Features: “We have a distributed architecture that allows us to scale with ease."

When writing content, try to focus on one benefit at a time. If there's more than one benefit, explain how they each work together in order (for example, "Our product gives users easy-to-use tools so they can collaborate across offices or continents"). You can also talk about how feature X relates to benefit Y by explaining its impact on user experience (UX). For example, if one of your features is an analytics dashboard that helps users track their metrics in real-time and understand how their metrics affect business goals, then write about how this helps UX by making data more accessible for everyone involved.

Demonstrate the value of your software in action

You've heard this before: "Show, don't tell." But when it comes to demonstrating how your product works, there's more than one way to skin a cat. You could go the traditional route and create a video walkthrough or tutorial that features your software's features and benefits. Or you can take things up a notch by showing not just how something works, but also why it does (and how it helps).

Visual storytelling is a new creative approach you can use combining good content with visuals—showing rather than telling by taking viewers on an interactive journey that demonstrates real-world uses for your product or service. This will help them better understand its value proposition and make an informed decision about whether they should invest their time and money in learning more about what you have to offer.

The right messages at each stage of the buyer journey are crucial

The first thing you need to know about content is that it's not a one-size-fits-all approach. When people are ready to buy, they're looking for information and guidance on what product or service will best fit their needs. They may be ready to commit today, but they also could be researching over a period of months—or even years!

The right messages at each stage of the buyer journey are crucial in supporting your lead generation goals. If you're not addressing their concerns throughout that process, then you won't get any leads or sales.

Create content for different stages of the buyer journey: awareness, interest, conversions

The buyer journey is a series of stages that customers go through from first learning about a company, to considering it for purchase, and finally making the decision to buy. The order in which these occur varies depending on whether you're selling an expensive or inexpensive product; car buyers tend to move through each stage faster than those who are purchasing new computers or software.

To create content that generates leads for your SaaS business, you must understand what stage your potential customers are at in the buyer journey so you can provide content that resonates with them. If they're still unaware of your brand, then it's important to help them learn more about the problem that needs solving—and why your solution is better than others out there—before they can get interested in what you have to offer. Once they've reached the point where they're interested in learning more about how your product works and how it might benefit them personally (or their company), then it's time for them to convert into paying customers by buying something from you!

Create content that shows you know what you're doing

You already know that your company is the best, right? You're amazing, and your customers are lucky to have you. If they don't see it yet, they will. But if you want them to actually believe all that awesomeness is real and not just an empty boast on a website somewhere, then it's time to start showing them what makes you so great.

The best way to do this is by creating content that shows off your expertise, experience, and knowledge as an industry leader in whatever space or sector you operate in—whether it be business intelligence software or productivity software for startups.

Content marketing can also help showcase thought leadership: the idea that you're one step ahead of everyone else because of what you know about trends in your field (and how those trends affect people like those reading through their inboxes). Finally, content can also demonstrate credibility and authority: two things people always seek when searching for an expert opinion on something new or unfamiliar.

Analyze how your content is performing so you understand what works, so you can do more of it

The content you produce should be informed by an understanding of what works so that you can do more of it.

How? You should analyze your content to understand what is working and why. This will allow you to create more content that generates leads for your SaaS business.

There are two main ways in which you can analyze the performance of your blog posts and other types of content:

• The first is by looking at how many people read each piece of content, comparing it with the number of pageviews after each article has been published (this method can help detect whether or not there are any issues with SEO or Search Engine Optimization).
• The second method involves using analytics software such as Google Analytics; this allows for greater analysis into user engagement with particular pieces, including information about their length (the ideal length between 600 and 750 words), tone (conversational vs formal), keywords used etc., among many others things.

Conclusion

The best content isn't just interesting and informative, it's also a promise of what's to come. By setting the right expectations and commitment with your audience, you can use content to build trust with them. And trust means they'll be more likely to share their contact information with you when they're ready for sales calls or automated emails from your sales reps!