Using your knowledge base as a marketing tool for your SaaS business

You’ve got a thriving knowledge base but you want to know how you can take advantage of its power as a marketing tool to attract customers. 

Far from being just a documentation website for your existing customers, your knowledge base actually has the ability to attract new customers through content marketing.

Knowledge is power

To understand the power of knowledge base content marketing for your business, you need to know how the B2B industries work. 

People need software and other products for their business, which they may own or work for, to help them perform more effectively. 

In the modern age, the first place they’ll turn is Google. This is when encountering your knowledge base documentation can come in really handy for your marketing efforts.  

To show that your product really addresses a pain point in their industry, and also demonstrate a high level of customer service by providing excellent support content, you can sell yourself and your products to potential customers. 

Content marketing for SaaS

The SaaS (Software as a Service) industry is all about building credibility and awareness of your brand through sharing useful and authoritative content. 

Help desk software supplier Freshdesk is a great example of a powerful content strategy that mixes content marketing with their knowledge base. 

The reason this approach works is because people using the content on your knowledge base are the same ones who are going to buy your products. 

The importance of SEO

The search engine results pages are the doorway to your knowledge base for your target audiences. 

You want to rank for specific keyword phrases unique to your products and services. 

For example, Freshdesk ranks as the number one result for the keyword search term ‘knowledge base feedback form’. 

Anyone searching for this phrase will be very likely to click on Freshdesk’s link, and therefore gain exposure to their brand through knowledge base marketing. 

There are many reasons why B2B customers search for this kind of content.

Digital managers could be researching the capabilities for their knowledge base software to develop their knowledge strategy. HR managers could be looking for a way to improve their knowledge sharing process. 

Be the first result they see when they turn to Google. 

Branding and customization

As a marketing tool, your knowledge base needs to reflect the branding and tone of your company, and preferably be hosted on a subdomain of your website. 

Make sure to choose software that offers this level of customization, so your prospective customers recognize your knowledge base as part of your company. 

Creating a customer experience

See your knowledge base as both a functional repository for documentation, and a potential window into your business for potential customers. 

You need to plan and write content that solves a problem, and also stands a good chance of ranking for key terms in the search engine results. 

By striking that balance between content that addresses your existing customers’ needs and piques the interest of future customers, your knowledge base will be fulfilling its potential as a marketing tool.