As technological innovation continues to rise, so do SaaS branding techniques. These days, SaaS companies not just from Silicon Valley or San Francisco, but all over the world, establish their brand online through several channels – all while delivering a seamless brand experience.
The best SaaS companies, however, have modernized their online branding to get their audience engaged through an old, but powerful marketing tactic – blogging.
Blogging, if done right, opens up your top-funnel users to engage with your company and establishes relationships along the way. The best blogs are those that align their company values with their business goals to deliver beautifully branded and educational content.
To help you brand your blog, we gathered our 3 favorite SaaS blogs that deliver an unforgettable and engaging experience.
If you’re looking to optimize the way customers use your products, take a lesson from Slack’s blogging strategy. Slack, the tech company that transcends the way we communicate within our companies, stunningly portrays its mission “where work happens,” on its homepage. If you look deeper into their website, you’ll come across their blog with articles about collaboration, tips and tricks on how to optimize slack (pictured above), and sales strategies.
Having a blog allows Slack to authentically communicate with its already loyal audience. This allows them to build trust and positions Slack as an industry leader in communication.
Talk To Your Niche
If you visit the blog page of Angellist – the premier platform for startups to hire talent and find new tech products – you’ll come across a very niche blog. Their niche includes entrepreneurs, investors, and job seekers within the start-up space.
With an audience being so narrow – yet branches off to many industries- AngelList tailors a blog specific to its market. If you scroll down the Angelist blog, you’ll see headlines like, Code Review 101: Team Reviewing Unpacked, Over 60% Of Employees Are Happy at Startups, and The Truth About Finding Your First Engineer Job.
To own your space in the market, a blog must craft messaging tailored to its audience. Think about your audience’s pain points and interests. In fact, our team at Voy Media finds creating a buyer persona is the perfect first step in finding your audience’s needs. Once you’ve gathered the perfect buyer persona, invest time writing blog articles that provide the value your audience is looking for – you’ll have a hit blog in no time.
Staying on Brand
We’re all familiar with the tool Grammarly, which sadly doesn’t save us from the rest of our mistakes, but at least catches errors in our writing with red markup. In fact, Grammarly celebrates user mistakes by humbly calling them out in one blog article. According to the article “6 Satisfying Slang Terms We Learned in 2019,” the top slang terms in 2019 were Dip, Floof, Go Off, RT and a few others.
The main lesson here is, your blog doesn’t have to be serious. If your company brand allows it, have fun – as long as your audience doesn’t see it as another PR stunt. Grammarly figured out how to connect with its audience by establishing a comical and humbling tone.
The best SaaS blogs are the perfect mix of education and entertainment. By keeping your audiences engaged through a series of creative articles, they allow us to guide them further down the purchase path. Whatever your business goals may be, running a blog that positions itself as an industry leader with branding at the forefront of its strategy is the best chance your readers will remember your business online.