A hosted status page represents a real-time report of application uptime (often capturing both present/immediate status and uptime percentage overall). It can also contain information about upcoming scheduled maintenance and any other information you’d like to communicate to your end users.
It’s easy to see how the transparency provided by a hosted status page can help build trust, but what value could a customer or prospect find in a hosted status page that would make it good SaaS content marketing material?
Arguably, the hardest part of content marketing is getting your message out there. It is definitely not an “if you built it, they will come” scenario – you need to put in a lot of work distributing your content through channels your target audience is likely to discover. A hosted status page will not increase your reach in this manner, but it can increase your engagement.
End users can subscribe for updates and alerts via their preferred communication channel (e.g. email, text, twitter), meaning that they are more likely to notice and consume your content. The challenge here is that these alerts should only relate to performance or accessibility issues (including updates or upgrades to your application), or you are using the channel disingenuously and are likely to negatively impact your relationship with your end users.
By keeping the message appropriate to the channel however, you can ensure your end users stay excited about the continuing improvements to your application’s performance and that the foundation of transparency and communication you’ve built continues to strengthen your business relationship with them.
Tomasz Tunguz has outlined 9 Marketing Disciplines of Great SaaS Companies—content is only one of these nine. The others include Evangelism (leverage enthusiastic users), Customer Lifecycle (upsell/cross-sell to unlock the other 50%+ of revenue potential from existing customers), and Communications (brand strategy, brand narrative and public relations).
A hosted status page helps develop both the brand narrative (transparency, reliability, partnership) and the customer relationship necessary to capitalize on these key aspects of effective SaaS marketing.
You can get a free trial of the StatusCast hosted status page tool here.
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