If you're looking to market your SaaS company on YouTube, should you bother designing a content strategy? Why not just publish 2 videos per week about the company's products, their features, and their benefits?

For starters, without a content strategy, you won't be publishing your videos in a way that lets viewers recognize how they'll benefit from your product. Unless you're publishing videos purely for entertainment, you want to convey that you understand the problem your viewers have, which your product can solve. 

Not only that, your content should transform viewers. It should change their mindset about current solutions to their problem and encourage them to look for better ones, like yours. With their new mindset, they'll be more like to visit your blog to learn more, buy a subscription to your SaaS offering, or sign up for a free trial.

It's hard to achieve all this without a framework that helps you present videos in a specific order and quantity. One that I like to use in some copywriting projects is the Problem-Agitate-Solve (PAS) framework. We can adapt this to a strategy for organizing and scheduling your videos.

1. Problem: Start with a video explaining the problem in a way that shows you understand the viewer's problem.
2. Agitate: Next, publish a video elaborating on the problem and the pain it causes, to remind your viewer that it's something they should address.. and fast.
3. Solve: Finally, publish a video showing how your SaaS product will solve their problem. This can be a literal demo showing your software's UI and functionality. Or you can show a case study where one of your users successfully eliminated their problem with your product.

Go through this cycle as many times as you need to achieve your conversion goals. Each of these stages doesn't have to be just one video. You may notice some creators publish a whole series just around the Problem stage, for example.

You can also time this around a product launch or special event, like the start of a new blog series. Six months before your launch, publish several videos around the Problem stage. Four months away from launch, publish a few videos on the Agitate stage. Two months away from launch, publish some videos around the Solve stage. 

By launch date, you'll have primed your viewers to take action!

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