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How to Measure SaaS Content Marketing Success Accurately

Julia McCoy
Monday, 1st Jan 2024
Julia McCoy
5 min read · Jan 11 2022
how to measure saas content marketing

Ever poured your heart into something that feels like it vanished into thin air? That’s the cold shower moment when you realize creating dazzling SaaS content is one thing, but measuring its impact is a different beast. How to measure SaaS content marketing, anyway?

You’ve done all the legwork: identified pain points, crafted quality content, and served it up on every digital platter from blog posts to social media. But how do you know if your audience finds it as delicious as you intended? Are they returning for seconds or pushing their plates away?

This isn’t about gut feelings; this is where science waltzes in with numbers and charts. It’s knowing whether those late-night editing sessions are translating into leads or just caffeine-induced hallucinations.

Stick around because we’re slicing through the noise to unveil practical steps for how to measure SaaS content marketing success.

Table Of Contents:

    Establishing Your SaaS Content Marketing Goals

    You already know what is SaaS content marketing, but is your strategy effective?

    The first step in evaluating the success of your content marketing efforts is establishing goals and objectives to measure them against.

    Establishing content marketing goals for a SaaS business is vital to driving growth and engagement. Here’s how you can set these goals effectively:

    Define Your Business Objectives

    Start by understanding what your overall business aims are. Do you want to increase brand awareness, drive more website traffic, or boost conversions? Aligning your content marketing efforts with broader company objectives sets a clear direction.

    Understand Your Target Audience

    Get to know who your customers are, their pain points, and what solutions they seek. This insight lets you create tailored content that resonates and adds value.

    Assess the Buyer’s Journey

    Map out the steps potential customers take from discovering your product to making a purchase decision. Each stage may need different types of content — be it educational blog posts or product demos.

    Set SMART Goals

    Ensure each goal is Specific, Measurable, Achievable, Relevant, and Time-bound (SMART).

    For instance: “Increase trial sign-ups by 20% within six months through targeted e-books.”

    Choose Key Performance Indicators (KPIs)

    Pick metrics that will indicate success in reaching those goals; things like conversion rates or the number of qualified leads generated through downloaded whitepapers might be appropriate KPIs.

    Create an Editorial Calendar

    When creating a content marketing strategy, plan when and where you’ll publish various pieces of content across channels over time. A content calendar helps maintain consistency.

    Conduct Competitive Analysis

    Look at your competitors’ content marketing strategy but aim higher with innovative ideas. They may help differentiate your brand in a crowded market space.

    Invest in Keyword Research

    Use keyword research tools to outrank your competitors on search engines — an essential element for most SaaS companies’ growth strategies.

    Prioritize Quality Over Quantity

    Rather than churning out tons of wordy, repetitive pieces, a good content strategy will focus on creating fewer high-value resources that truly benefit users while showcasing your expertise within your industry vertical.

    Monitor & Adapt Regularly

    Continuously measure performance against set KPIs so you can make adjustments swiftly if certain tactics aren’t working as planned.

    Top content marketing goals for SaaS companies, according to Semrush research

    Tracking Content Marketing Metrics in SaaS

    When it comes to the software-as-a-service sector, content marketing isn’t merely about creating top-notch material; it’s also about assessing its impact on your goals.

    Let’s look at some key performance metrics that determine how well your SaaS content is performing.

    Traffic Metrics

    Page Views: The number of times a piece of content is viewed

    Unique Visitors: The number of individual users who visit your content

    SEO Performance

    Keyword Rankings: Shows where your content ranks for targeted keywords

    Organic Traffic: Tracks visitors coming from search engines without paid promotion

    A spike in organic traffic means you’re nailing those keywords and your SEO efforts are paying off.

    Engagement Metrics

    Bounce Rate: The percentage of visitors who leave after viewing only one page

    Average Time on Page: Indicates how long people engage with your content

    Pages per Session: Reflects user interest by showing how many pages they view in a single visit

    Bounce rate and session duration give us the juicy details on user engagement. A high bounce rate might mean they took one look at your blog post and said “Nope.”

    Not what we want, right?

    A longer average time spent tells us people aren’t just visiting; they’re sticking around because they find something valuable — a sure sign of effective SaaS content.

    Conversion Metrics

    Lead Generation: Number of new leads obtained through the content (e.g., form submissions)

    Conversion Rate: Percentage of visitors taking a desired action like signing up or requesting a demo

    Source: First Page Sage

    Content Sharing and Distribution

    Backlink Count: A measure reflecting how many websites link to yours, which boosts SEO

    Social Shares: Number of times people share your content across social platforms, indicating its appeal and reach

    If users return for another read or share that piece across platforms, that’s real-time applause from your audience.

    Influence on Revenue

    Cost Per Lead: Measures how cost-effective your marketing campaigns are when it comes to generating new leads for your SaaS business. It’s calculated by dividing the total amount spent on a specific campaign or over a set period by the number of leads generated during that time.

    Customer Acquisition Cost (CAC): Total cost of acquiring a new customer. It includes all marketing and sales expenses divided by the number of customers acquired during a certain period.

    Churn Rate: Also known as attrition rate, churn rates measure the percentage of customers who stop using your service or product within a certain timeframe. It’s particularly important for SaaS companies where consistent customer retention is crucial for growth.

    A lower churn rate indicates better customer retention which often correlates to higher profitability in long-term scenarios. Keeping an eye on this number helps businesses identify potential issues with their products or services early on so they can take action to improve customer satisfaction and loyalty.

    Authority Reputation Indicators

    Comments/Feedback Section Activity: Measures engagement levels and your potential influence in the thought leadership space

    Email Marketing Engagement

    Open Rate: This measures the percentage of recipients who opened an email you sent them. It’s a good initial indicator of how well your subject line performed since it influences whether people decide to open an email or not.

    Click-Through Rate (CTR): This tracks how many recipients clicked on one or more links contained within an email out of those who received it. This metric gives insights into how engaging and compelling your content and call-to-action (CTA) are for readers.

    Open rates and click-through rates are two crucial metrics in email marketing that help gauge the effectiveness of your campaigns. They can reveal what works best for connecting with customers so you can optimize future emails for better performance.

    SaaS content marketing metrics provide clues as to whether each piece hits a home run or strikes out. They help ensure that every penny you put toward customer acquisition gives back tenfold.

    Remember: good data leads to great decisions. What matters most isn’t just tracking these metrics but understanding them contextually. Knowing why certain numbers change helps fine-tune future strategies, ensuring that every piece you publish contributes to achieving your business goals.

    Tools for Measuring SaaS Content Marketing Success

    Now that you know which key metrics to track, the next step in how to measure SaaS content marketing performance is finding the right tools.

    Sure, gut instincts are great but nothing beats cold, hard data.

    This is where analytics tools shine. Here are a few apps you might want to consider adding to your toolkit.

    Google Analytics

    Monitors website traffic, user behavior, and conversion rates.

    Semrush or Ahrefs

    Provides SEO data like keyword rankings and backlink analysis.

    HubSpot

    An all-in-one inbound marketing platform for tracking leads, conversions, and customer interactions.

    Moz

    Offers SEO tools for site audits, rank tracking, and more to optimize content visibility.

    Hotjar or Crazy Egg

    Visualizes user activity on your website through heatmaps and click-tracking.

    Mailchimp or Constant Contact

    Manages email campaigns with insights into open rates and CTRs.

    Hootsuite or Sprout Social

    These social media marketing tools help analyze the performance of your content across social platforms with engagement metrics such as likes, comments, shares, etc.

    BuzzSumo

    This tool identifies the most shared pieces of content on the web, which can help you track your competitor’s strategies.

    Leadfeeder

    Shows which companies visit your site, enabling you to tailor follow-up communications accordingly.

    Kissmetrics or Mixpanel

    Focuses on a deep understanding of customers’ behaviors, providing cohort retention reports among others.

    Using these tools effectively will not only allow you to monitor real-time progress but also make informed decisions about future strategies.

    Screenshot of Google Analytics 4

    Optimizing Your Content Marketing Strategy Based on Data-Driven Insights

    Data doesn’t lie, especially when it comes to fine-tuning your SaaS content marketing game.

    Your strategy’s success hinges on understanding the story behind numbers and trends.

    You have a plethora of data accessible; let’s use it to your advantage.

    Developing Future Content with Analytics

    Sure, that blog post spiked in traffic last Tuesday—but why?

    Digging into analytics helps you catch what topics hit home so you can replicate that win.

    Tools like Google Analytics become your crystal ball for predicting what kind of future content will shine.

    Gauging What Resonates With Your Audience

    You’re not just throwing words into the void—you want eyes on them.

    Social shares are golden nuggets telling you if people find your stuff share-worthy. They also give clues about which platforms love your voice more than others do.

    Fueling Lead Generation Efforts through Targeted Content

    We all want leads—preferably hot ones ready to convert.

    Analyze how many new prospects each piece brings in by tracking lead quality metrics right alongside those juicy conversion rates. It’s all about making sure every word pulls its weight toward growing your SaaS business.

    Nailing Down Acquisition Costs Without Breaking The Bank

    If we’re talking serious ROI, customer acquisition cost is where it gets real. You need to know if splurging on content creation pays off or if it’s time to pivot strategies.

    Pore over those figures and balance out spending versus gaining customers because no one likes a lopsided scale.

    Tying It All Together With SEO

    We’re not just chasing numbers here. Weaving SEO keywords seamlessly throughout your content means search engines — and thus users — find value in what you put out there. So think beyond counting clicks; consider how well each keyword plays with Google’s algorithms.

    A high organic traffic count signals our efforts are blooming but staying vigilant ensures they don’t wilt away amidst fierce competition from other SaaS companies fighting for attention online. When done right, search engine optimization becomes a beacon leading potential clients straight to you.

    5-step SaaS SEO strategy from First Page Sage 

    FAQs – How to Measure Saas Content Marketing

    What are the top 3 key SaaS marketing metrics to track?

    Keep tabs on customer acquisition cost, churn rate, and lifetime value—they’re your golden trio for SaaS success.

    How do you measure content marketing?

    Dig into engagement stats like shares and comments, track conversions from call-to-actions, and watch traffic growth for a clear picture.

    How do you set KPIs for content marketing?

    Pick KPIs aligned with your business goals; think conversion rates for sales or page views when eyeing brand awareness.

    How do you measure the success of a SaaS product?

    Gauge it by user adoption rates, recurring revenue increases, and customer feedback loops. These metrics tell if your software’s hitting home runs.

    Conclusion

    So, you’ve dived deep into the science of how to measure SaaS content marketing performance. You’ve set goals and tracked key metrics. You’ve leveraged analytics tools and navigated through social media waters.

    Gather insights like breadcrumbs on your path to success. Remember that organic traffic growth signals strong SEO roots, while engagement tells a tale of content’s true grasp.

    Pivot with purpose using data-driven strategies. Recognize that lead generation numbers are not just figures—they’re future clients knocking at your door.

    Crunch the numbers on acquisition costs because every penny counts in painting a picture of ROI—vital for long-term triumphs in the competitive SaaS market.

    Tailor these takeaways into action plans: Goals define direction; metrics mark progress; tools sharpen accuracy; social media boosts reach; leads preview growth — and always keep optimizing for tomorrow’s win!

    Now that you’ve learned how to measure SaaS content marketing success, it’s time to start creating content that delivers results. Content at Scale can help you do that — in just a few clicks! With Content at Scale at the core of your content marketing strategy, you can generate long-form blog posts, ad copy, marketing emails, social media posts, YouTube video scripts, and other types of content within minutes!

    Written by Julia McCoy

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