11-Step Guide For SaaS Content Marketing in 2024

Two business owners discussing Saas content marketing strategies

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In the rapidly evolving landscape of SaaS content marketing, businesses must stay ahead of the game to drive growth and generate leads. Recent studies show SaaS companies leveraging content marketing report a staggering lead generation growth of up to 400%.

A content marketing strategy is mandatory to establish your brand as a thought leader and attract interested prospects. That’s where this 11-step guide comes in. Take notes and let this roadmap lead you to profitable campaigns in 2024.

By harnessing the power of effective content marketing, you can elevate your brand visibility and fuel sustainable growth.

What is Saas Content Marketing?

SaaS content marketing expands upon search engine optimization. This long-term strategy attracts, converts, and retains existing customers. It utilizes consistent content creation that is value-packed and unique.

Lead generation, brand awareness, and customer engagement are the primary focus. To meet the needs of every customer, strategic content aids in the decision-making process. This approach provides answers and pertinent information throughout the funnel.

So, how do SaaS companies achieve these objectives? Through blog posts, eBooks, webinars, and case studies. Each format establishes the brand’s authority, drives user engagement, and enhances customer loyalty. In a nutshell, SaaS content marketing is all about delivering valuable insights and fostering meaningful connections with your audience.

Saas company named Zoom

Why You Need to implement Saas Content Marketing strategies now

In the fast-paced Software as a Service (SaaS) industry, monitoring current trends positions you for profit. Right now, an astonishing 90% of organizations integrate content into their marketing efforts to outperform competitors.

Aligning with the SaaS market’s compound annual growth rate (CAGR) of 11.7% during 2020-2027 unveils unparalleled opportunities for strategic content adoption. Beyond mere visibility, SaaS content marketing establishes businesses as enduring thought leaders on the search engines.

Unlike fleeting strategies like PPC, it crafts lasting assets that engage, educate, and convert audiences over time, demystifying complex products. In this saturated market, where standing out is challenging, a well-crafted content strategy organically attracts and captivates audiences, drives user acquisition, and fosters enduring user loyalty.

Saas company - Microsoft 365

Step-by-Step Instructions for a Well-Structured Content Marketing Plan

Crafting a structured content strategy for success is the foundational step that supercharges your marketing efforts. It ensures you effectively reach the intended audience with clear objectives and a distribution strategy. Cultivating appealing content engages the audience while maximizing resources and minimizing wasted time or effort.

Incorporate the following to foolproof daily operations:

Startup discussing their saas content marketing strategy

For SaaS companies, researching hidden decision-making factors provides a competitive edge in the search engines. It’s the secret sauce for content creation. Digging a little deeper beforehand allows Saas content marketers to increase the chances of attracting and retaining organic traffic.

  • Conduct Market Research: Gather data about the industry and your competitors. Customer demographics, psychographics, behavior patterns, and trends provide deeper insights. At this stage, narrow down who might be interested in using or benefiting from your valuable content.
  • Analyze Existing Customer Data: Look at the characteristics of your current customer base, such as occupation, industries, and companies they work for. Identify commonalities among these customers to help define segments within your target audience.
  • Use Surveys or Interviews: Reach out directly to existing customers or conduct surveys/interviews with potential users who fit within the desired demographic profile. Ask questions about their pain points related to the problem solved by your SaaS product.
Potential customer on smartphone

Understanding the customer’s experiences and expectations is integral to the success of your SaaS content marketing strategy. Engage directly with existing customers through surveys, interviews, or feedback sessions to uncover the nuanced challenges each face.

Additionally, analyzing customer support queries provides a unique perspective, as frontline teams possess the expertise to articulate problems and the underlying inefficiencies.

This nuanced understanding forms the foundation for crafting content that proactively addresses these pain points, resonating with the inherent negative bias that shapes customer perceptions. By infusing empathy into content, businesses can establish a customer journey that makes their SaaS solutions invaluable to customers.

Team members discussing a content marketing strategy

Defined as a strength or capability that surpasses competitors in meeting market needs, competitive advantages form the cornerstone of success. To find opportunities, identify key competitors and scrutinize their strengths and weaknesses. This essential step will provide insight into what sets your SaaS product apart.

To transform strengths into true competitive advantages, ongoing monitoring of the competitive landscape for emerging trends is imperative. Collaborating with the product team ensures you stay abreast of upcoming features, allowing you to turn potential strengths into robust advantages.

Consistent communication of these advantages across all marketing channels cements your position, creating a unified and compelling narrative that resonates in the competitive world of SaaS. With adaptability and foresight you can clarify customer value propositions to fortify your brand positioning, add credibility and resonate with a larger audience.

Buyer Persona for a content marketing strategy

Fictional representations of ideal customers are what we call buyer personas. We base these on accurate data collected from market research and analysis. Visualize the individual behind the stats and add names, faces, and personality traits.

Do the following to create accurate personas: 

  • Collect Demographical Information: Make notations regarding age, gender, job titles, income, resident status, and aspirations. 
  • Understand Their Goals And Challenges: Your target audience wants to solve a problem using your SaaS product. Figure out what that is. Also, determine common challenges or pain points they face that your product can address.
  • Determine Their Preferred Communication Channels: Find where your target audience spends most of their time online. Are they active on social media platforms? Do they prefer email newsletters or industry-specific forums?
  • Analyze Decision-Making Factors: Each individual goes through a decision-making process before purchasing a SaaS solution. Consider factors like pricing, features, customer reviews, testimonials, and ease of implementation/integration.
Content Marketing Goals for b2b saas content

For a SaaS company, goals are like guard rails. They keep new content on course and prevent mishaps that waste time. Without Key Performance Indicators and goals, it’s hard to encourage accountability or set the benchmark for future evaluations.

Here are a few SaaS Content Marketing Goal You Should Consider:

  1. Increase Website Traffic: Think about it. Organic traffic is the sole purpose of a content creation strategy. When marketing efforts fail to produce valuable content that entices potential customers, valuable time is lost.   
  2. Generate Leads: Leads, leads, leads, and more leads. That’s what we want. Whether it’s a gated resource or a lead magnet, opt-in forms and pop-ups must be considered. You can utilize e-books, checklists, exclusive offers, or advanced training courses to gain unfettered access to people’s inbox and build your list. 
  3. Nurture Existing Customers: Yes. We want to acquire new prospects, but retaining customers is just as important. Every piece of content must engage existing users, leading to increased customer loyalty.
  4. Establish Thought Leadership: Position yourself as an industry expert at all times. High-quality content establishes trust and dismantles current beliefs. It’s not marketing if you don’t break down and rebuild current perceptions to stand out from competitors. 
Team members diagraming a sales funnel to increase organic search

To maximize the impact of content marketing, align your ideas with your business objectives. Every output must contribute towards achieving broader organizational goals. Consider identifying key areas where effective content marketing can make a meaningful impact based on your business priorities.

Understanding your audience and their journey is paramount. Link multiple forms of content to different stages of the buyer’s journey. The objective is to provide the answers they seek and build strong connections. To highlight realistic targets, implement S.M.A.R.T. goals to save time.

With help from other departments, such as sales and product development, you can ensure alignment across the organization. To confirm your content remains consistent with brand messaging, conduct regular audits. Remember, your content marketing strategy must be cohesive with your business objectives to drive meaningful results in the world of SaaS.

Man using whiteboard to show a distribution strategy

Saas content marketing strategies maximize reach and engagement. We discussed creating a buyer persona above. Now is the time to meet with thought leaders to identify potential breakouts. No matter the format, engagement is the focus.

Tailor your content for each platform, taking into account each unique feature and audience preference. While consistency is paramount, prioritize quality over quantity. High-quality pieces provide value that captures the attention of potential customers. Accept nothing less to establish credibility within the industry.

Next, etch your content plan and promotional activities in stone. Enticing incentives like discounts, loyalty rewards, or referral programs will amplify your reach. If the budget allows, consider leveraging paid advertising and collaborating with influencers to extend the reach of your content organically.

Lastly, regularly monitor the performance of your promotional efforts using analytical tools, measuring metrics such as website traffic, time spent on page, bounce rate, social media engagement, and conversion rates. Based on these insights, adjust your strategies to optimize results and continually improve your content promotion efforts.

Semrush Keyword Gap Tool for b2b saas content

In order for your content marketing strategy to produce rankings and traffic, you need keyword research tools to uncover content gaps and capitalize on opportunities. Start by using tools like Semrush or Ahrefs to identify relevant, lower competition keywords that heavy-hitters have yet to target.

Focus on modifiers like “how to,” “best,” “tools,” “ideas,” and “tips” to uncover low-hanging fruit that can boost your organic search results. When you find those hidden gems, dig deeper into the sites that rank on page one. Pay attention to their Domain Authority, URL Authority, and the number of backlinks to determine if creating new content is worth the effort.

For maximum results, only create transactional and informational posts. New content needs to engage the user, and solve search intent at every stages of the buyer’s journey. Behind the scenes, Google monitors time on page to see if your posts end the search query. Pay attention to this metric and regularly update and optimize your content to be more engaging.

Algorithm changes occur throughout the year, so future-proof your site now. If you experience drops in traffic or de-indexing after a Google update, refer to the new updates and make immediate adjustments to stay competitive. Take the time to learn your keyword research tool to quickly bridge content gaps and elevate your SaaS content marketing strategy.

Content Marketing Funnel - LucidChart

When creating your content schedule, you must create different content formats for each stage of the funnel. That means the top, middle, and bottom of the funnel progressively nurture leads toward conversion.


TOFU content attracts a broad audience. At this stage, position yourself as an authoritative source with valuable insights about the problem your audience faces. Effective mediums are educational blog posts, videos, and infographics. Use these to capture the attention of potential customers who seek more information. 


MOFU content, on the other hand, engages and nurtures leads by providing in-depth resources that showcase why your product or service is the best solution. This stage is about educating leads and addressing their specific pain points. Consider creating case studies, webinars, or interactive tools that highlight the value your offering provides. 


Finally, BOFU content drives conversions and encourages decision-making. This is where you showcase your product’s prowess, emphasizing features and benefits to sway the decision-making process in your favor. Product demos, customer testimonials, and free trials are golden at this point. 

Just remember, each stage is a calculated progression, ensuring your SaaS content marketing strategy resonates with the specific needs of your evolving audience and guides them toward conversion.

Calendar for b2b saas content marketing

Content calendars keep everything running like a well-oiled machine. Before you begin creating content, define the main goal you want to achieve. Whether it’s generating new leads, directing readers to your website, gaining visibility, or growing your social media following, understanding your objective will help determine the right channel and format.

Additionally, establishing a regular cadence for content publication based on audience behavior and industry trends is key. Identify the platforms your target audience uses and focus on creating high-quality content for those channels. While variety is important, prioritize your most important platforms to ensure consistent quality.

Standardized templates make planning, and organizing content topics, formats, and publication dates much easier. This can be as simple as a basic spreadsheet or a dedicated project management tool. From a holistic perspective, strive for a balanced mix of evergreen and timely content to maintain a consistent and valuable flow. Evergreen content is always useful and can be inserted into the calendar whenever you need it.

To allocate resources effectively, set realistic deadlines. Saas content marketing is a marathon, not a sprint, so take time to produce effective content. Once you’ve published, regularly review and adjust the calendar based on performance metrics and emerging trends. The ability to monitor and fine-tune will lead to consistent engagement and lead generation.

Glimpse trend graph for b2b saas content marketing

You have to be vigilant and adapt to stay ahead of the curve in SaaS content marketing. While keyword research and traffic metrics provide valuable insights, they often fail to reflect real-time movements in the market. Oftentimes, you won’t get accurate details until after 90 days have passed, and at this point, you’re late.

To truly seize opportunities for explosive growth, monitor emerging trends and technologies. Yes, I’m sure you’ve heard of Google Trends, but now there’s a new platform named Glimpse you can use to uncover potential breakout topics your competitors haven’t tapped into yet. Never relax or pop your collar thinking you’ve got this.

Seek out publications, blogs, and online communities to see what experts and other Saas companies are discussing today. For e-commerce, social media displays likes, shares, and upvotes indicating what’s happening now. If that’s not your thing, encourage team members who are constantly on social media feeds to share their insights and observations about emerging trends.

When you identify a new trend, don’t hesitate to incorporate it immediately into your content strategy. Future waves of organic traffic can be game-changing if you position yourself as a thought leader before corporate brands steal all of the top positions.

Key Takeaways for Mastering Saas Content Marketing 

This content strategy is the fastest way to attract and engage potential customers. The SaaS business sector is highly competitive and if you’re not prepared, fuhgeddaboudit. Relentlessness is a trait you must develop.

You need to create content that is valuable and relevant consistently. Blog post ideas, videos, whitepapers, case studies, and webinars, should be floating around in your head at all times. Yes, it requires hard work and meticulous research, but if you block out the noise and put your ear to the ground, you can build a sales funnel that solidifies the customer journey.

Nailing who your target audience is and breaking their current beliefs is the foundation of marketing. If that’s not your goal, you will never cultivate a loyal following that converts into long-term success for your Saas business.

How To Take Saas Content Marketing To The Next Level

Content marketing drives growth and retains customers. Without it, generating more leads, increasing conversion rates, and boosting overall revenue streams, is out of the picture. Content that hits pain points and offers solutions positions your brand as an invaluable resource. 

Not only does this attract new customers, it cultivates loyalty resulting in higher customer lifetime value (CLTV) and increased referrals. A simplified roadmap helps you achieve Saas business goals faster and minimizes wasted time or effort.

Social Media

Facebook, Twitter, LinkedIn, and Instagram simplify the promotion of your SaaS brand. Hire a specialist if necessary to create engaging posts from your articles or blog and include eye-catching visuals to target customers.

Email Marketing

Build your list, build your list, you’ve heard it over and over again. But, the secret lies in lead magnets and value perception. Place a freebie on every page. Everybody hates popups unless they provide an irresistible offer. Once they opt-in, you’ve got them for life or until they unsubscribe. 

Collaborate with Influencers

Gone are the days of mindlessly placing sponsored or banner ads throughout your content. Nobody is watching anymore. Find the influencers within the SaaS industry who can amplify the reach of your content strategy while building credibility for your brand. This is the ideal way to siphon leads at a very fast pace. 

Guest Blogging

Contributing guest posts on reputable websites catering specifically to B2B audiences in the software-as-a-service space builds backlinks. When reputable sites link back to you, it establishes expertise in the eyes of Google. 

Paid Advertising

If the budget allows, invest in PPC through social media ads, Google, or Microsoft to promote products to specific demographics relevant to your SaaS product. This strategy is particularly effective during holidays and seasonal events. 

Expert Tip: Never Prioritize Quantity over Quality

While consistency is a must when publishing new content, quality reigns over quantity. Producing high-quality pieces that provide value will attract more attention from potential customers and establish credibility within the industry.

Incorporate SEO Best Practices

SEO is the foundational step in creating an expansive online presence for your website or blog. It supercharges your marketing strategy by generating organic traffic and attracting your specific audience. Never skip this crucial step, as it is what attracts the best examples of success in online marketing.

Use Keyword Research Tools

To excel at SEO, consider strategic keyword research to optimize heading tags and deliver high-quality content that speaks directly to your audience’s needs. Additionally, improving page load speed and mobile optimization are timely steps that cannot be overlooked. Quality backlinks, optimized images, and fresh content are also essential practices for nurturing engagement with your audience. 

These steps will help you remain competitive in the ever-changing landscape of online marketing. In summary, embracing SEO is a decision that requires accurate tracking of successes and failures through analytics tools like HubSpot or Google Analytics. By managing outreach efforts effectively and producing compliant content, you can cultivate an unmatched online presence that delivers real results for your business.

Encourage User Engagement

Your audience is everything. Respond quickly to comments, social media shares, and feedback. This interaction not only helps build a community around your brand but also provides valuable insights into what resonates with your target audience.

Measure And Analyze Results

Regularly track the performance of your content marketing efforts using analytics tools. Views, time spent on page, bounce rate, and conversion rates matter. Ignore the stats and you’ll never know where improvements can be made.

 Wrapping Up  

Crafting high-quality content is an ongoing and evolving process that requires a strategic approach. It involves a blend of research, creativity, and adaptation to the ever-changing digital landscape. By implementing these best practices and staying consistent with your efforts, you can expect to see long-term success with your SaaS content marketing strategy. So keep creating, keep engaging, and keep analyzing – your audience will thank you for it!


1. What is SaaS Content marketing?

Saas content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It aims to drive profitable customer action by providing valuable information or entertainment that aligns with the target audience’s interests.

2. Why is SaaS Content marketing important?

Content marketing allows businesses to build trust and credibility with their target audience by providing them with valuable information instead of constantly selling to them. It also helps improve brand awareness, generate leads, and increase website traffic.

3. How do I determine my target audience for SaaS content marketing?

To determine your target audience, you should conduct market research and create buyer personas based on demographics, behaviors, interests, and pain points of your ideal customers. This will help you tailor your content to the right audience and ensure that it resonates with them.

4. What are some common types of content used in SaaS content marketing?

There are various types of content that can be used in content marketing, including blog posts, social media posts, infographics, videos, webinars, white papers, case studies, and e-books. The type of content you use will depend on your target audience’s preferences and the goals of your campaign.

5. How do I measure the success of my content marketing efforts?

Some key metrics for measuring the success of your Saas content marketing efforts include website traffic, engagement rates (such as likes, comments, shares), lead generation and conversion rates, time spent on page/site, and return on investment (ROI).

It’s important to set specific goals and track these metrics regularly to determine the effectiveness of your Saas content marketing strategy. Additionally, gathering feedback from your audience through surveys or comments can also provide valuable insights into the success of your content.

Ken Jones Digital Marketing & Blogging Expert

Ken Jones

Ken is a freelance copywriter and digital marketer who started his online journey in 2011. He’s been hooked on internet marketing ever since, and he loves nothing more than helping others learn how to do the same.

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