8 min read

Drive growth with a SaaS content marketing strategy that actually works

Rachel Chaiet

June 2, 2022

The Software as a Service (SaaS) industry is highly competitive. Currently, the market is growing by a whopping 18% per year. One of the best ways to get a competitive edge is a killer SaaS content marketing strategy

Content marketing refers to creating and distributing valuable, relevant, and consistent content to your potential customers. Whether it's blogging, social media, videos, or e-books, these activities help you drive results for your business. 

A SaaS content marketing strategy should be tailored to the specific needs of the SaaS industry. Our guide below will help you understand what you need to do to set up for long-term content marketing success. Plus, it’s easily customizable to your company’s needs. Whether you need a B2B SaaS content marketing strategy or one for B2C, we’ve got you.

Why is content marketing important for SaaS companies? 

SaaS can be complex and sometimes a bit dry. You could have the absolute best SaaS product or service in the world, making lives easier and saving people precious time and money! But unless your potential customers understand how you’re making their lives better, in language they understand, you’re just not going to convert them into brand-loyal customers. 

That’s where SaaS content marketing comes in. It’s a fantastic way to help your audience easily comprehend the ins and outs of your product. Presenting complex information in an interesting and digestible way helps people understand and remember your service. Plus, you can cultivate your unique brand voice through content marketing, helping prospective customers relate to your SaaS.

With content comes traffic. And with traffic comes leads. When a lead visits your site and sees SaaS content marketing that is relevant, engaging, and unique, you can hold their attention, establish yourself as an authoritative resource, and build trust. And that’s when a lead becomes a paying part of your community!

Define your overall SaaS content marketing goal

Before you get on with your SaaS content marketing game plan, you’ve got to set a goal. Think about what you want your marketing to achieve and make it realistic. Set the goal as early as possible so that all your content is geared toward achieving it. 

Always remember that content marketing is a long-term strategy. So, when you’re setting a goal, you can’t expect to accomplish it overnight. However, it will be well worth the wait. 

Examples of goals you can achieve with SaaS content marketing are lead generation, increased revenue, brand awareness, brand loyalty, nurturing leads, and customer education. 

These all sound great, right? So how do you pick one main goal?

Well, think about your overall business goals and choose a content marketing objective that aligns. For example, if you’re a new SaaS start-up about to go to market, your business could be aiming to obtain an audience base and new users. So, you would benefit from a brand awareness goal to get your name out there. 

Understand your customer 

The best way to create content that will speak to your customers is to really understand them. Get familiar with their typical demographics, wants, needs, and pain points. 

Here are a few ways you can better understand your customers to support your SaaS content marketing strategy:

  • Use existing data on demographics, purchasing trends, and engagement habits.
  • Distribute customer surveys to conduct market research.
  • Ask for feedback from your customers to gain firsthand insight into their needs.
  • Pick the brains of your sales team, the people who interact with your customers the most. They’ll know the pain points, aspects customers love, and what pushes leads over the line to paying customers. 

One of the main differences between a B2C and a B2B SaaS content marketing strategy is how you understand your customer. B2B buyers are looking to benefit their business, and this involves more than just one person. However, you can still understand the target business customer and their needs by creating a persona that will help you gear your content accordingly.

Financial advisor or real estate agent talking to customer at home  customer stock pictures, royalty-free photos & images

Establish a content framework

To help you plan out your SaaS content marketing strategy and get everyone in your organization on the same page, establish a content framework. Here is what the framework should include: 

  1. Define the goal of your content marketing strategy.
  2. Measure the success of your SaaS content marketing strategy. You’ll want to do this regularly to confirm you’re on the right track and adjust accordingly. Specify how you will measure success and how often.
  3. Define your target audience and where they are in their buying journey.
  4. Outline the type of content you will create, why it’s important to your target audience, and how it relates to their experience.
  5. Describe how you will promote your content and where. 

Let’s say you are a B2B SaaS company that helps small retail businesses streamline processes. Within your B2B content marketing strategy, your framework might look like this:

  1. Goal: Increase revenue. 
  2. Measure: Success will be measured monthly by the number of customers that come through distributed content.
  3. Target audience: Small brick-and-mortar retail businesses that are in the consideration phase.
  4. Content: As the target audience is in the consideration phase, they’re looking for information on how to solve their problems. Therefore, the content will be blog articles that teach small retail businesses about streamlining processes. 
  5. Promotion: Social media, website, and referral links.

Focus on the pain points 

Want to stand apart from your competitors? Show your audience how you beat the rest by addressing their pain points.

Pain points are the areas in which your customers suffer. Your product addresses these in one way or another, and that’s your selling point. You can find out your customers’ pain points through surveys, market research, user testing, and in-person interviews. One of the best ways is to read your product reviews on forums and social media. 

Distribute your content

The main ways to distribute content are through your website or social media. You can think of your website as your “hub”; it holds all your info and directs your audience to where they need to go. Social media is where you will get your content out to a broader audience, so it’s the “distributor”. “Referral traffic” refers to the people who have come to your hub via a hyperlink from other sites.

Decide which social media platform is best for your business. Think about where your customers are likely to be and how they will find you. If you’re a B2B SaaS company whose target client is a financial business, you will probably want to use a social media network like LinkedIn to deliver blog content.

Create an editorial calendar

An editorial calendar is essential to your SaaS content production strategy. It is where you will plot out your planned content distributed daily, weekly, or monthly. Editorial calendars should be flexible; adjust your content plan based on the results and insights gathered from monitoring the content distribution.

Check out this helpful guide to setting up your editorial calendar. You can also download an editorial template here.

Write your first blog post

Unfortunately, writing your first blog post isn’t as easy as putting pen to paper and seeing what happens. But it’s certainly possible to create blog posts that will engage your audience, build your brand, and help you meet your SaaS content marketing strategy goal.

Here are a few tips that will help you write a blog that gets results: 

  • When choosing your first topic, align it to your SaaS content marketing strategy. 
  • Conduct SEO keyword research.
  • Brainstorm and outline your article before you start to write. Doing so will save you a lot of time and stress and help you draft a better article.
  • Headlines are your first chance to grab someone’s attention. They should be relevant, catchy, and an appropriate length.
  • Include a subheading every 2 or 3 paragraphs to make the blog easily readable and engaging.
  • Your content should help the reader solve a problem or learn something new. Relevant content improves performance by making the blog sharable, increasing average time on page, and building brand authority.
  • Humans are visual beings, so use images and videos to illustrate your points.
  • Keep people on your site for longer by using internal links to relevant content on your site.

Set up a regular publishing schedule

As Benjamin Franklin once said, “By failing to prepare, you are preparing to fail”. When you plan out a regular publishing schedule, you’re helping your content marketing remain well-organized and on track. Here are a few things you can do to set up a realistic publishing schedule for your team:

  • Decide how often you’ll be publishing new content.
  • Determine how long it should take to write a new blog post.
  • Choose the best time to publish based on your audience and trends. Look at the times that get the most engagement and go from there.

When using your editorial calendar, here are a few helpful tips:

  • Regularly audit the content plan to confirm that it aligns with your goals and performs well.
  • Everyone on the team should have access to your editorial calendar.
  • Briefly review the calendar in weekly meetings.
  • Use the calendar as a guide and adjust as needed.

Make life easier by managing your publishing schedule with one of these tools:

  1. Trello 

A crowd favorite, Trello offers add-ons, an intuitive platform, and excellent workflow management.

  1. Monday

One of the excellent features of Monday’s platform is the ability to view content by status, person, or date. You can also see an overview of the timeline.

  1. Asana

Asana offers the ability to add a lot of detail, which is a significant bonus depending on your business’ needs.

Increase your publishing velocity

Publishing velocity is the frequency that you post new content. This is important because the more original content you publish, the more likely search engines will find your page and index it. It’s a crucial part of your SaaS content marketing strategy because being seen by search engines means appearing in more relevant searches.

Say your B2B SaaS content marketing strategy includes publishing once a month, and you’re finding traffic is low and stagnant. You’ll come to realize that you need to increase your publishing velocity. Try dedicating additional team resources to writing new content, outsourcing to freelancers, or sharing articles with other websites. According to eMarketer, 60% of marketers create at least one piece of content every day and benefit from this consistency. Keep this in mind when you’re planning out your content framework.

Measure, measure, measure!

Once you get a few pieces of content out there, you’ll want to see how they measure up. Evaluate each piece of content and the insight they give you. Regularly reviewing performance helps you determine if and when you need to adjust your SaaS content marketing strategy. 

laptop computer on glass-top table

While the metrics will vary in importance depending on your goals, here are a few you should consider:

  • Site and page traffic – The number of people visiting your site or page.
  • Average time spent on page – This metric tells you how long people engage with your content. 
  • Bounce rate – This is the rate of visitors who came to your site and left without going to any other pages.
  • Average session time – This tells you how long visitors spend on your site.

There are lots of tools out there to help you measure your SaaS content marketing efforts. Google Analytics is a powerful free tool that will give you a ton of detailed and customizable insights. Buffer is a wonderful option for social media analytics. It has a free plan that offers a wide range of insightful metrics on the big social platforms that you can tailor to help improve your outreach. Choosing the right tool for your business will depend on your SaaS content marketing strategy and goals.


A solid SaaS content marketing strategy is critical for today’s competitive environment. Luckily, it’s not rocket science. With this guide, you’re ready to get out there and publish content that thrives. 

To summarize, here are the key elements that will set you up for success:

  • Set objectives
  • Research extensively
  • Brainstorm topic ideas
  • Create a content calendar
  • Write content and implement on-page SEO
  • Build links to your content

The most successful companies have documented content marketing strategies. Read our guide on SEO content marketing for startups to set up your own content production system!

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