Taking advantage of content marketing’s power requires more than just skilled marketers working in isolation—instead, a well-structured content marketing team is comprised of members with complementary skills.
- 54 % of B2B organizations with the best content marketing have at least two full-time employees
In SaaS, they’re the team who produces content that drives customers throughout the many stages of the buying cycle.
So, what’s the winning content marketing team structure? 🤔
In this post, let’s take a look at the recommended SaaS content marketing team structure and the individual roles that should be in to achieve better marketing success.
Let’s go. 😊
What is content marketing, and why is it necessary?
Content marketing is a strategy that’s all about creating and distributing valuable and relevant content to attract and retain a clearly defined audience. Instead of concentrating on promotions, this marketing involves delivering valuable information so potential customers see you as a reliable source, think of you as a thought leader, and gain their trust.
Content can take many forms:
- blog articles
- videos
- infographics
- whitepapers
- social media posts
- podcasts
Saas businesses like yours can benefit a lot from content marketing since SaaS products tend to have long sales cycles. And this equates to publishing lots of high-quality content to increase buzz to traffic (demand gen) to lead generation—like using content as lead magnets to encourage prospects to give you their contact info.
But here’s another important point:
Content marketing has a key role in the buying cycle
Content marketing plays a crucial role at each stage—guiding and nurturing customers throughout their journey.
Here’s a good illustration:
👉 During the awareness stage, content marketing targets to create brand awareness and capture the attention of potential customers who may not be familiar with the SaaS product or service yet.
👉 And as the ‘aware’ lead moves through the consideration and decision stages, content marketing helps provide in-depth information like comparisons and case studies that highlight your competitive advantage.
👉 Furthermore, content marketing continues its role in the post-purchase stages. That’s by nurturing customers to increase their loyalty and advocacy. You boost customer retention by providing ongoing support, educational resources, and relevant content.
Still don’t know what kind of writer to hire? Check out our post about the types of SaaS writers you need to cater to your requirements.
So now, let’s get to the main point of our article.
Roles and Responsibilities in a content marketing team
Let’s dive into the vital roles and responsibilities of a content marketing team and the unique contributions they bring to the table.
Content strategist
Starting off with the content strategist. They hold a critical role in shaping the messaging and overall content strategy of the SaaS brand. The strategist focuses on developing a strategic roadmap for content creation and distribution.
Some of their key roles include:
- refine the message of your brand through content and create a structured plan to ensure that all content aligns with your brand's goals and objectives
- conduct thorough research to understand the target audience, market trends, and competitors
- monitor and analyze the performance of SaaS content
CRO content writer:
The success of any content marketing team lies in good and well-designed content. A competent CRO (Conversion Rate Optimization ) content writer will be skilled in writing useful and informative content while also ensuring it’s conversion-focused, increasing engagement and ROI.
Some of their key roles include:
- craft blogs, web copy, landing pages, CTA copy, email campaigns, and other conversion-focused content that aligns with the customer journey
- collaborate with the content strategist to align content messaging with conversion goals
- apply CRO principles and techniques to improve the effectiveness of the SaaS company's content
Content Distributor:
This role is pretty straightforward—the responsibility is to distribute the content created by the content marketing team to target audiences through various channels. They should know how to create a buzz and enhance brand awareness.
Some of their key roles include:
- managing content calendars
- create and schedule social media posts
- make data-driven decisions to optimize reach and engagement
Graphic Designer:
Now, this is a valuable role in creating visually appealing designs and illustrations that complement your brand's content. They create eye-catching graphics, infographics, illustrations, and other visual elements that align with the brand's visual identity.
Some of their key roles include:
- showcase the brand message through the visuals
- collaborate closely with the content strategist and content creators to ensure the visual elements complement the messaging and enhance the impact of the content
- possess a keen eye for detail, understand typography, color theory, and be proficient in design tools
SEO/Tracking Specialist:
In today's times, where online visibility is everything, a search engine optimization expert is important to a content marketing team. They work to enhance your content's search engine visibility and have a deep understanding of site analytics and web traffic to measure the success of the content marketing plan.
Some of their key roles include:
- does keyword research to identify relevant and high-performing keywords for the SaaS company's target audience
- ensures that the SaaS company's website and content are optimized for search engines, including optimizing meta tags, headings, URLs, and internal linking structure
- leverage tracking and analytics tools like Google Analytics and Google Search Console) to monitor and analyze the performance of the SaaS company's website and content
Collaboration of the content marketing team with other departments
Here’s how the collaboration between the content marketing team and other departments promotes a cohesive and customer-centric approach across the entire organization.
- Collaboration between your content marketing team and the product team:
This joint effort is to convey the unique value proposition of the SaaS product or service accurately. The product team can provide insights into the features and benefits of your product or service—with the goal of improving the content marketing team's understanding of how to highlight the product's features.
Creating engaging and informative content that highlights your product's key features and benefits can be easier when your content marketing team collaborates with your product team. And with this content, your target audience will get a better understanding of your product or service, and as a result, your sales will go up.
- Collaboration between your content marketing team and the sales team:
A serious strategy for revenue growth is teamwork between your content marketing and sales teams. Since the sales team is on the frontline of your company's customer engagement efforts, they have firsthand experience with your target audience and know precisely what types of questions and objections your customers have regarding your product or services.
And your content marketing team can leverage this knowledge to create content that clicks with your target audience and ultimately leads to more sales. But this also works both ways—the content team can provide the sales team with valuable resources such as case studies, product guides, and customer testimonials that support the sales process and help build credibility.
- Collaboration between your content marketing team and the customer support team:
Who directly interacts with customer inquiries and complaints? It’s the support team, right? The collaboration between the content marketing team and the customer support team is vital for nurturing customer relationships and delivering exceptional customer experiences.
The content marketing team works closely with the customer support team to understand common customer pain points, frequently asked questions, and challenges faced by users. And their cooperation lets them create content that proactively addresses these issues, providing valuable resources that help customers overcome obstacles and maximize the value of the SaaS offering.
Outsourcing content marketing to CaaSocio
But, here’s the deal—you don’t always need to build your team with in-house members. Delegating the content task to outsourced writers is a smart option to overwhelmed in-house employees.
We have a good article here if you still have objections to outsourcing your content to agency like CaaSocio.
CaaSocio [We] understands the unique challenges faced by SaaS and has a deep understanding of the SaaS landscape and have a team of experienced writers who specialize in crafting compelling, persuasive, and conversion-focused content specifically tailored for the SaaS industry.
Here are the content services we offer:
WEBSITE COPYWRITING
Writing effective web content requires time, effort, and attention to detail. We can handle the research, planning, and writing processes so you can focus on your core business activities.
BLOG CONTENT WRITING
I know you heard this gazillion times—consistency is key when it comes to maintaining a successful blog. And outsourcing your SaaS blog content ensures a consistent flow of well-written articles without overwhelming your internal team.
Here’s an example of our work 👇
EMAIL MARKETING SOLUTIONS
Managing email marketing campaigns internally requires significant resources. And it usually involves more than just writing—hello automation for segmenting lists, scheduling campaigns, and analyzing performance metrics.
PRODUCT MESSAGING & POSITIONING
Need unbiased and fresh perspective on your product messaging and positioning? We can can analyze your offering from an outsider's point of view and identify unique selling points, value propositions, and target audience insights that you may have overlooked.
Look! 😎
And if you need other content marketing to be outsourced like SEO and social media management, feel free to contact us! We have trusted external partners who can do it. 😉
Oh! By the way, partnering with CaaSocio also means taking advantage of working with a team that understands the importance of collaboration and seamless integration. We’ll actively collaborate with your internal teams, such as sales, product, and customer support, to ensure that the content aligns with your overall business strategy and goals.
Form your content marketing team now
The role of SaaS content marketing cannot be underestimated. And the team members that form it play a crucial part in attracting, engaging, and converting the target audience. An efficient content marketing team is a solid foundation for your overall marketing efforts.
However, if you find yourself overwhelmed with the demands of content marketing, partnering with a trusted SaaS copywriting agency like CaaSocio. Let us handle your content marketing so you don't have to—get us as your SaaS content partner!
Book a call and discover how we can help your content strategy drive your business forward.
