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With thousands of SaaS products operating in the market, standing out is a challenge. In fact, there are over 17,000 active SaaS companies in the United States alone. Sounds like tough competition, right?
What if I tell you that you can scale your SaaS brand, beat your competitors, and get more leads and signups, without spending a single dime on ads? No need to be shocked. It’s definitely possible, and the key to making it happen is a solid content marketing strategy.
Content marketing builds lasting visibility; unlike a short-lived ad campaign, longer forms of content, such as a blog post or a guide, can attract leads long after they’ve been published. Plus, it also builds trust and establishes you as a figure of authority and credibility in your industry.
In this guide, you’ll learn how to build a SaaS content strategy that skyrockets your business growth and lets you scale without breaking the bank. Let’s start with the fundamentals.
Content marketing for SaaS is nothing more than creating and sharing content like blogs, case studies, guides, videos, and more to attract, engage, and hopefully convert your target audience. Whatever the form of content might be, the goal remains the same: to serve the users and prospective customers by providing genuinely helpful information and answering their questions.
In practice, it means focusing on getting organic traffic by addressing real user search queries and pain points, where your product or service is positioned as the solution. Every piece of content should help the reader learn something or solve a problem, naturally convincing them to consider your product or service as the next step.
It works on the same principles as a long-term SEO strategy: making persistent efforts to acquire, educate, convert, and keep ideal customers.
Content marketing is a tried and tested growth engine for SaaS brands. It feeds the top of your sales funnel with inbound traffic and cuts down the customer acquisition cost (CAC). Over time, well-written content will keep bringing qualified leads without any extra spend. As an added incentive, content marketing is surprisingly cost-effective. In fact, studies show it can generate about $3 in returns for every $1 spent.
With such ROI, content marketing is an essential part of a SaaS growth plan. If you do content marketing right, it’s the best way to attract your audience, build trust, and persuade them to buy from you.
Before you even start thinking about putting out content, you need to lay the groundwork upon which that content will be written. That means performing on-page fixes, having an optimized website, landing pages, forms, and newsletters. Many SaaS companies get it all wrong by beginning with SaaS SEO and content, and then focusing on the rest.
If you’re doing content marketing for SaaS, you need to do it right. Start with:
The second step is gathering intelligence about your customers and target audience. You can start by looking for your higher lifetime value (LTV) users and studying who these people are and what their backgrounds are. Chances are, these are the ones for whom your product resonates the most. So, you’ll need to target people with similar interests and backgrounds in the future.
The purpose of gathering this information is to create buyer personas or an ideal customer profile (ICP). You can follow any format you like when creating them, but the one that’s my favourite and I personally use is this:
Once you’ve got all this down, you know exactly who you’ll be writing for and what kind of content would serve them the best. From here on, you can move on to the next part of your SaaS content strategy.
The best SaaS content strategy is one that focuses on reaching one or two high-impact goals rather than shooting arrows in the dark.
A good place to start is deciding on the key metrics you want to track going forward. For most SaaS businesses, it usually means Annual Recurring Revenue (ARR), Monthly Recurring Revenue (MRR), or new user signups.
Once you’ve made the decision, it’s time to think about how your content will support these goals. There are a few ways I’d suggest doing that.
If you don’t know what your product does, what it offers to your customers, and what problem it solves, then what’s even the point of doing all this?
Every successful content marketing for SaaS has one thing in common: the content marketers act like product experts and translators for the audience. When you know your content inside out, you can create content that’s engaging and actually useful to your customers.
The following simple measures will help you become the de facto expert on your product:
This knowledge will help you know what features of your product you can highlight, and what problems and frustrations of users you will try to resolve through the content.
From this point on, your SaaS content strategy should focus on two things: what your business is trying to achieve and where your buyers stand in their decision-making process. Every piece of content you churn out should resonate with their journey.
You’ll need to create different forms of content based on different stages of their journey.
This is the stage where people are just becoming aware of the problem that your product or service can solve. To target them, you need to create educational and informative content that explains the common problems of your industry and presents solutions.
The best form of content at this stage is blog posts, industry reports, podcasts, and thought leadership content.
This is the stage where people are fully aware of the problem. Now, they’re actively looking for a solution and getting to know their options. Now, you’ll need to offer deeper resources that tell them how different solutions compare.
The best form of content here would be product workflows, product education content, case studies, webinars, e-books, and comparison guides.
This is the final stage where people decide on what solution to pick and convert prospects into paying customers. For them, you’ll need to put out content that nudges them to try your product or service or make the purchase.
The go-to form of content here should be assets that convert readers into actual users. It includes feature breakdowns, free trials, product demos, templates, and tool comparisons.
The strategy I’d suggest you follow deviates from the traditional content marketing norms. I say you should start from the bottom of the funnel and work your way up. This way, your content has something to link prospects toward. For example, a TOFU ‘how-to’ blog might end with a link to your free trial or a BOFU ‘how-to’ guide on your product.
A wise person once said, “SEO is a marathon, not a sprint.” The same holds true for content marketing. The quality and consistency of your content matter much more than frequency.
To make sure that you always follow this philosophy, create a content calendar scheduling regular posts (e.g., one post a week). The calendar you decide on should be realistic and achievable so as not to overburden the writers and compromise the quality of content.
The next part is deciding on a process to follow. Having a clear process in place helps you grow your content output without burning out your team or missing deadlines. As your publishing volume increases, the process will help you keep things organized and moving forward.
The standard operating procedure should consist of:
As a part of the process, define the following things:
Finally, now’s the time to put your plan into action and begin writing the content. Write in a clear, active voice, and focus on usefulness. You can use storytelling and real-world examples where possible to make the content more engaging. Adding a touch of data and personal stories gives a boost to the content’s credibility. For SaaS founders, personal stories mean your own usage of your product or service (how did you solve X problem using the product?).
Longer, in-depth guides rank better than short, low-effort content. So, keep the fluff to yourself. Readers want content that both informs and keeps them dialled in. Include media formats like short videos, infographics, and images to break down complex topics and make your content stand out.
Content marketing for SaaS would do you no good if the content itself is poor. So prioritize the standard and consistency over frequency. Always remember: quality is king.
Simply writing good content won’t cut it. An important aspect of SaaS content marketing is to show how your product or service fits into real use cases. That’s where product-led content comes in.
Let the readers know that your product solves a real problem. Teach them something valuable through your content, and naturally include your product as part of the solution to their problem. To make it happen, you should start by identifying topics where you can naturally integrate your product. The best way to do this is:
A balance between literary quality and promotion is the ultimate hallmark of well-written content.
So, you’ve got content that’s perfect down to the ‘tee’. But, how are you going to make it reach your target audience? That’s where the distribution strategy comes in. Figuring out how you’ll share your content across channels is as important as writing the content itself.
Start by finding out what channels SaaS customers use during their decision-making process. This usually includes search engines, industry-specific websites, and social media platforms. You want to make sure that your content shows up in every one of these channels.
Here’s my suggestion on how you can extend your reach across these channels:
All said and done, we come to the last stage of the ultimate SaaS content marketing strategy. Now that you’ve published your content, you need to track how it performs. Monitor key metrics such as organic traffic, lead signups from content, and conversion rates. You can use popular analytics tools, such as Google Analytics, to tie your content to outcomes.
Remember to keep revising, updating, and repurposing your content regularly. Treat content marketing for SaaS as a long-term investment you need to take care of, rather than forgetting it once it’s done.
Keep a good track of what works, what doesn’t, what topics move the needle on your pipeline, and which ones lie dormant. Adjust your plan based on what works best to reap the maximum benefits of your content strategy for SaaS.
Total global SaaS market revenue is expected to reach $390.4 billion in 2025. And this market is forecasted to grow at a CAGR of 19.38% by 2029. So, trust me when I say that you don’t want to miss out on this opportunity. For SaaS founders, content marketing is an investment that they can’t afford not to make.
All things said and done, the brands that win at content marketing for SaaS are the ones who know what they’re doing and what kind of content they’re churning out. They find their unique voice, speak to their customers, and know how every asset ties back to their goals.
If you pay heed to my ramblings and follow the content strategy for SaaS that I’ve just given, you can be one of the most high-performing names in the industry. This SaaS content marketing playbook lets you drive signups, shorten sales cycles, and get and keep customers.
If you’re just starting out, target your customers’ problems. Write about the issues they face and provide a solution. For example, if your product is an email tool, you might want to cover things like ‘how to write better cold emails’ or ‘email outreach best practices’. Such Top-of-Funnel (TOFU) content helps draw in a problem-aware audience and gets them familiar with your product or service. If conversions are your priority, then putting out case studies, product demos, and educational tools tends to convert SaaS leads the best.
Content can be the fuel for each stage of your funnel. In the awareness stage, use educational posts and guides that answer broad questions. In the consideration and evaluation stage, use more targeted resources, such as case studies that show how your product or service works and compare to your competitors. In the decision stage, offer free trials, demos, templates, or product walkthroughs that directly result in signups. Each piece of content that you write should have a clear call-to-action (CTA) that guides the reader to the next stage of the funnel.
The best way to be sure of it is to track concrete metrics. It includes your monthly organic website traffic, the number of leads that signed up for a trial via a blog link, and pipeline value influenced by content. You can use some simple tools, such as Google Analytics, to see your pageviews and referral sources. You can also use other CRM and marketing tools to see how many trial accounts or demos came through blog or email links. If the content-generated leads keep coming and growing, you’re on the right track.
Gating (requiring an email to access) your content isn’t an ideal strategy from the get-go. In any solid SaaS content strategy, you start by publishing TOFU content (blogs, videos, guides) for free to get maximum reach. Letting anyone read or watch without barriers builds awareness and gets more clicks. Once you’re past this stage and move on to more in-depth MOFU/BOFU assets, such as templates, e-books, and courses, you can gate them behind a signup form. The most common way of transitioning from ungated to gated is to mention a helpful resource in your free blog, then require an email to download it. This way, readers can benefit immediately while you still get prospects as leads.
When it comes to content marketing for SaaS, consistency matters more than frequency. It’s better to publish high-quality, valuable content once a week than low-quality, generic content daily. Aim for a cadence you can comfortably maintain. For most startups, that usually means 1-2 blogs per week. Make sure you invest enough time in research, writing, and editing to ensure that each piece of content you put out there is genuinely valuable for your audience. Over time, you can also repurpose or update older content rather than constantly creating new. It improves efficiency, minimizes counterproductivity, and maintains momentum.
