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Content Marketing for SaaS: How It Works

This guide will show you how to design a powerful SaaS content strategy and develop content ideas that resonate with your audience.

Diana Bajraktari

Senior Content Strategist

Content Marketing for SaaS: How It Works

Apart from providing valuable information to customers, one of the main reasons SaaS brands prioritize content marketing is that it fills their sales funnels with qualified leads.


When it comes to organically growing your SaaS business, content marketing is everything. It positions you as a thought leader and increases sales by attracting people who are interested in your services.  


Successful SaaS content marketing calls for careful planning and execution. This guide will show you how to design a powerful SaaS content strategy and develop content ideas that resonate with your audience to get the most out of your content and put your business in a leading position.

What Is SaaS Content Marketing?

The general definition of content marketing is “a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and keep a clearly defined audience and, ultimately, to drive profitable customer action.”


That definition is solid, but when we narrow it down to SaaS businesses, the definition shifts slightly. When we look specifically at content marketing for SaaS companies, we get something like this:


SaaS content marketing is a long-term marketing strategy that SaaS companies use to attract, convert, and keep a target audience by creating and distributing value-packed, unique content.

How Is SaaS Content Marketing Different?

Selling software as a service (SaaS) differs from selling in other industries in important ways:


  • You sell both technology and service.
  • Your marketing should focus on improving search engine results.
  • Your marketing should educate customers.
  • Reviews play a big role in your sales.
  • You need to address customer concerns.
  • Your marketing strategy should encourage repeat business.


When it comes to SaaS, you might think it’s all about selling a product, but there’s more to it. Customers looking for SaaS providers also consider the quality of support they’ll receive. So, SaaS marketing needs to convince customers about both the product and the support it offers.

SaaS buyers mostly research products and services online, so SEO is essential for effective SaaS marketing. SaaS audiences discover products through white papers, website reviews, and app marketplaces. Your marketing strategy should prioritize SEO content to attract buyers from these channels.

Why Is Content Marketing Important for SaaS Companies?

Every company, including those offering SaaS products, needs content marketing to grow. The SaaS and tech sectors have their own special characteristics. People interested in these industries always want to learn and develop professionally. In fact, for some people, the content created by SaaS companies is their main way of gaining knowledge and information.


Creating content that helps your customers in improving their skills is crucial. This will help you build a community, establish your brand as an authority, and generate income.  


This improves your chances of ranking at the top of search engine results, leading to higher click-through rates and more visibility. In fact, 97% of SaaS companies have achieved some level of success through content marketing.


Content marketing also offers a higher return on investment compared to traditional marketing. Businesses that embrace content marketing spend less money and receive three times more leads.


Content marketing helps you build a strong connection with your customers. It allows you to nurture relationships and guide customers through your marketing funnel. When customers benefit from your content, they are more likely to recommend your products to others. This help in extending the reach of your brand.

How to Create an Effective SaaS Content Marketing Strategy

To create a successful content marketing strategy for SaaS, it’s important to follow a step-by-step process. Here are the seven major steps:


  • Identify your target audience: Understand who your ideal customers are and what they need.
  • Analyze their pain points: Identify the problems your audience faces in relation to your product.
  • Perform keyword analysis: Research relevant keywords that your target audience uses.
  • Set goals for your campaign: Define what you want to achieve with your content marketing.
  • Create valuable content: Create high-quality content and provide helpful solutions.
  • Distribute your content: Share your content on different channels.
  • Monitor and optimize campaign results: Keep track of how your content performs, analyze the metrics, and make improvements as needed.


By following these steps and implementing best practices at each stage, you can get better results with your content marketing strategy for SaaS.

Identify your target audience

Identifying and understanding your target audience is important when developing a content marketing strategy. This is especially true for the SaaS sector, especially in B2B.


In SaaS, the buying process involves many steps and a lot of people, including decision-makers, users, and influencers. It’s important to understand who will interact with your content and when, as well as how to create an effective conversion workflow. To gain a deeper understanding of your audience, you can:


  • Interview different types of customers, from users to decision-makers. Ask them about their content and buying process.
  • Actively participate in online communities within your niche.
  • Build relationships with thought leaders and experts in your industry. This will provide insights and access to new audiences.
  • Collaborate with your Sales, Customer Success, and other customer-facing teams. Involving them in your content marketing processes can be highly beneficial.

Analyze pain points

The next step is to pinpoint your audience’s pain points, which drive their buying behavior. Understanding these pain points will allow you to tailor your marketing and sales strategy to meet their needs.


You can better understand your audience’s pain points by putting yourself in their shoes. Analyze their experience from being interested in your product to making a purchase. 


You can do this by creating a customer journey map. This map outlines the steps your buyers go through as they progress through your SaaS sales funnel. 


In SaaS marketing, the first contact with your brand and website is crucial. Your marketing efforts should address the pain points that led them to seek a solution like yours.


Pain points can differ depending on the industry, and audience, but here are some usual ones:


  • Financial pain points, like low revenue or high expenses.
  • Labor pain points, such as excessive work to use a current SaaS product.
  • Emotional pain points, such as frustration with the user experience.
  • Time management pain points, such as wasted time due to inefficiency.
  • Learning curve pain points, such as difficulty learning how to use a SaaS solution due to poor training support.
  • Technical pain points, such as the inability to integrate a SaaS solution with an app.
  • Customer service pain points with the current SaaS provider or past providers.


These are some examples of pain points that customers may experience. It’s important to identify these specific pain points in your target audience and address them in your marketing and sales efforts.


Adapt these general pain point categories to your specific industry and audience. You may also discover unique pain points that are specific to your audience. Incorporate these pain points into your marketing content development and sales materials.

Find keywords

At each stage of your customer’s journey, they may use specific keywords to search for the information they need. Before they become aware of your brand, they may search for information on how to solve a problem related to their pain points. After discovering your brand, they may search for reviews. 


Once they start using your product, they may search for information on how to complete the setup process. As they adopt your product, they may search for tips on using specific features of your app. When they encounter customer service issues, they may search for solutions. And, when considering renewal, they may search for instructions on how to renew.


By identifying the keyword terms used at each stage of your customer’s journey, you can develop content that addresses their needs at each point. This approach can lead to more effective marketing and sales, as well as higher customer satisfaction and retention.

Set goals for your campaign

Before utilizing your keywords to create content, it’s important to set measurable goals for your campaigns. This allows you to align your campaigns with your marketing goals and evaluate their performance.


Certain key performance indicators are used in content marketing across industries, including the number of unique visitors, session duration, and bounce rate. These KPIs are also relevant in the SaaS industry. But, there are a few marketing metrics that hold particular significance for SaaS.


  • Free trial registrations: can be analyzed to identify requests originating from specific pages on your website, such as your blog or resource guides.
  • Software demo requests: can also be analyzed in a similar manner.
  • Customer acquisition cost (CAC): measures how your marketing costs compared to the number of customers you acquire.
  • Lead conversion rate (LCR): measures the number of conversions you achieve per visit to your site, such as opting into your email list or registering for a trial or demo.


By monitoring these metrics, you can gauge the effectiveness of your content campaigns and optimize your marketing strategies.

Create valuable content

To streamline the content creation process, set up a production process with the following steps:

  • Research topics relevant to your target audience, customer journey, and keywords.
  • Create a content calendar.
  • Produce and edit your content.
  • Schedule your content.

For each step, make standard operating procedures to ensure consistency and efficiency. Utilize a project management platform to communicate with your content team.

When developing your content calendar, use your audience analysis and list of keyword targets to plan and prioritize. To engage a larger audience, add a variety of content formats such as short-form blogs, long-form blogs, how-to guides, e-books, images, and videos. 

While creating content, set specific goals for each piece, whether it’s increasing brand awareness, generating leads, or educating your target audience. Ensure that your content addresses the needs and pain points of your market based on your research.

When scheduling content, create a consistent sharing schedule. Estimate the amount of content you need to create each month to meet your marketing goals.

Implement a quality control process for your content, ensuring that it meets specific criteria:

  • Provide useful, practical, and original information relevant to the audience’s intent.
  • Maintain authenticity by leveraging your expertise.
  • Ensure coverage of all potential questions and subtopics related to the main content topic.
  • Offer a great user experience by adapting the content to the audience’s level of understanding, incorporating visuals, and using clear and concise sentences.

Research indicates that 59% of successful content marketing companies conduct content audits at least twice a year to improve their content strategies. 

Distribute your content

Your content distribution strategy is crucial in deciding where and how often you will share your content. It is just as important to build a content distribution strategy as it is to create content. It’s essential to consider how your content will be promoted even before the creation process.


There are three main methods of distributing content.


  • Owned channels: Owned channels are platforms that belong to your business, such as your podcast, blog, mailing list, and social media accounts. You have full control over these channels and can post content as you see fit.
  • Earned and shared channels: These channels are owned by third parties, such as friendly blogs, news websites, forums, and review sites. While you can post on these platforms for free, the content will not be owned by you afterward.
  • Paid channels: These platforms or influencers require a fee to promote your product or content.


It’s important to note that each channel and platform within these groups has its own guidelines and best practices for sharing content. This means that your content needs to be adapted to suit each platform where you share it. This ensures that your content receives impressions and engagement. 


Content for Instagram Reels may not perform well on LinkedIn. So, it is crucial to tailor your content for each specific platform to maximize its impact and reach your target audience.

Monitor and optimize campaign results

To ensure that your marketing efforts are delivering the desired outcomes, it is important to monitor the performance of your campaigns. You can do this by establishing a reporting system that tracks the key performance indicators. For example, if your objective is to increase free software trial registrations, include that specific KPI in your campaign results tracking.


Utilize an analytics software tool to track your chosen KPIs. Set up a regular review process to assess the results of your campaigns.


If you discover that your results are not meeting your goals, take this opportunity to make adjustments. Identify the content pieces that are generating the best results and allocate your marketing budget towards promoting them. Use these pieces as templates to replicate your achievements with other content.


You can enhance the performance of underperforming pieces by conducting split testing. This involves making changes to test how they impact performance. Even a minor change may yield improved results. By closely monitoring campaign performance and making data-driven adjustments, you can optimize your content marketing strategy and drive better results.

Final Thoughts

Content marketing is a long-term profitable marketing strategy. Your marketing efforts will pay off in the long run if you consistently create high-quality, targeted content. For SaaS companies, content marketing entails focusing on your audience and their needs, offering high-quality educational content, and mapping out every step of the customer journey.

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