Why a Knowledge Base and Thought Leadership Are Essential For Growing Your SaaS Business

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    Home / Growth / Why a Knowledge Base and Thought Leadership Are Essential For Growing Your SaaS Business

    A knowledge base is essentially an online library of articles and guides that solve customers’ problems. 

    Many software companies, whether established or start-up ventures, have created a knowledge base to address customer issues and increase conversions.

    However, not all SaaS companies have one. If you are managing a subscription-based software service and your users frequently ask the same questions over and over on various channels, it might be time to invest in building or improving the existing one. 

    The truth is, offering self-help options can not only save you lots of money in support costs but also result in better customer satisfaction across the board when the customers finally find what they are looking for when they visit your site. 

    In this article, I will cover the benefits of creating a knowledge base for your SaaS business.

    Great Knowledge Base Articles Are the Key to SaaS 

    In the digital era, content is king.

    Consuming online content has become part of our everyday lives. 

    Content marketing is all about creating captivating, informative, interesting blog posts or articles that will engage your audience while educating them on your product/service offering as well as building trust with potential customers. 

    By repurposing this content into different formats like testimonials with customer reviews or case studies, you can create an even more compelling narrative that not only increases conversions but also helps build loyalty! And, if you want to create a perfect knowledge base article, then you'll need to look at the bigger picture. 

    Instead of just talking about all the features and functions of your SaaS, show some real examples of how it can be used for your customers’ benefit. Once they know what's in it for them, they'll be interested in learning more.

    knowledge base articles

    Educational Content Is SEO-Friendly 

    The knowledge base articles you create have the potential to rank your website, increase organic traffic, and grow your audience. This is a great way to invest in effective SEO that will give back dividends for years to come.

    If you want to grow your SaaS without an SEO specialist, take a look at Google Analytics to find out what's trending. You can use this information and keyword-rich articles with FAQs to effectively answer all of your customers' questions.

    Effective Customer Support 

    In order to stay afloat, SaaS businesses need to focus on customer retention.

    The lifeblood of the company is monthly fees, which means that retaining customers is more important than acquiring new ones. Instead of trying to sell a product, companies should try selling an experience and be sure to satisfy their clients every time they interact with them in order to keep them as long-term customers.

    The best way to handle your customer service is with a knowledge base. With this, reps are equipped with all the information they need about customers’ preferences and pain points. 

    This leads to reduced tickets, inquiries, and frustration on both sides of the phone line, improving customer satisfaction.

    Informative-Driven Strategy

    Knowledge bases have always been meant for the people in the company who need information.

    They were originally built to be used by employees, but now customers are able to access them as well. Your marketing strategists can use these knowledge bases for audience targeting because it is a valuable resource of customer data that they might not have otherwise.

    For a company like Shopify, they took notice of their customers and created a SaaS to meet their needs. 

    This has made them one of the biggest names in the industry, so it's important that marketing investments are successful for products that also resonate with your audience. 

    tech thought leadership saas

    Knowledge Bases Allow You to Establish Yourself as an Authority 

    Your knowledge base software is a resource that will help you position your business as an authority in your industry.

    Creating a rich content strategy is one of the best ways to build your company's credibility and show off its expertise. Some tips for crafting this strategy include publishing articles on industry trends, providing expert advice, and hosting webinars.

    Knowledge bases are an important part of your marketing strategy.

    New articles will help to build up your knowledge base and make all your skills more visible. 

    You do not need to limit yourself to user guides or FAQs; instead, try writing about trends in the SaaS industry, offer tips for things like future predictions for the market and give practical advice. The wider and more varied your content is on a knowledge base page, the higher chance there is that you'll be noticed!

    Thought Leadership Allows You To Stand Out from the Crowd

    Becoming a thought leader in business is not an easy title to achieve, but with the right approach, it can be done.

    For example, being authentic and allowing yourself to grow are two keys to becoming a true thought leader. Furthermore, by striving for excellence and seeking out like-minded individuals who are looking for answers just as you may be—you have the potential to become one of this generation's most influential voices.

    In the age of digital marketing, it's hard to break through the social media noise that people are trying to block out. 

    Some might say being a thought leader is just another way for companies and brands to stay relevant in today's culture. However, I think there is more than that. 

    Thought leadership is about both getting your voice heard and sharing your unique perspective while also marketing yourself as an expert who has something valuable to share with their audience.

    why thought leadership

    Here are some tips you can use to grow an audience and establish yourself as an authentic thought leader in your field:

    1- Know your audience

    Understanding your audience will ensure that the content you create is both relevant and impactful because they are what drives your work at the end of the day.

    2- Share your perspective

    In the age of social media and instant gratification, it is easy to get caught up in what other people are doing. But if you want to stand out from the crowd, you need to remain true to yourself.

    In business or life, people want someone who can speak their mind with confidence - not just another clone of somebody else's thoughts or ideas. 

    3- Write a blog post

    A blog can be an excellent way to get your ideas and thoughts out there.

    Whether you are a professional or just getting started, it is important to think about what issues you know you can solve for your audience. You can start by thinking of the problems that need to be solved and then write them down as clearly as possible.

    4- Document your knowledge

    Do you find yourself explaining the same pieces of information to different people?

    Maybe it's time to stop repeating yourself and to use your knowledge.

    You can take your most important content and turn it into bite-sized pieces for the social media platforms that are best for you.

    These informative pieces of content are an asset when speaking with current or potential clients. They can make a business scalable by providing knowledge in one place where it's accessible to everyone.

    5- Be consistent

    Content is the cornerstone of online marketing.

    Content such as articles, social media posts, and advertisements are great ways to attract traffic to your site. In order to grow authority over time, you must be sure that you continue being present in the digital world.

    6- Create a content strategy

    Having a clearly defined content strategy is extremely valuable.

    You’ll determine exactly when, what, why, and how often you want to post. This will help support your business objectives and ensure that you are reaching the right audience with the right message at just the right time.


    Content is the currency of a digital world. It allows you to build your brand and stand out from the crowd. Whether you’re a business, professional, or entrepreneur - creating great content is one of the biggest favors you can do for your business.

    Businesses that have built a strong knowledge base for their customer community are able to improve the quality of support they offer. In turn, this can be an asset for growing and retaining customer relationships. 

    Customers want to be informed and feel supported by brands that they interact with on a daily basis. They expect companies to help them in ways that best suit their needs, especially if it’s related to a product or service they’ve already purchased.

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