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A 10-Step Guide to SaaS Content Marketing Success in 2023

A 10-Step Guide to SaaS Content Marketing Success in 2022

Content marketing is crucial for organically expanding your SaaS company. By bringing in customers who are interested in your services, it positions you as a thought leader and increases sales.

This ten-step plan will show you how to get the most out of your content and position your company for success.

You will discover how to create an effective SaaS content strategy and create content concepts that connect with your target audience.

How to Develop an Effective SaaS Content Marketing Plan

Let’s now examine the 10 steps you must follow in order to develop a productive, high-performing SaaS content strategy.

Begin by laying the groundwork for your content strategy.

Begin by laying the groundwork for your content strategy.

content writing agency says, Some businesses disregard the value of other marketing components and become upset when content fails to produce the expected effects. In actuality, content is effective when it is backed by a sound marketing plan.

Make sure that all of your processes, tools, and assets are in place before launching into content development.

What are the major things you should concentrate on, then?

Justify your brand’s and product’s story.

SaaS solutions are frequently more complex than products in other categories, necessitating a thorough comprehension of your value proposition and the language you want to convey to your audience. This is one way of saas content marketing.

Without a sound business and product plan, producing content typically wastes resources and yields minimal to no outcomes.

Make certain the following components are documented:

  • Your comprehensive targeting and segmentation plan
  • Your USP (unique selling proposition) is the central value that your business provides.
  • Your overall positioning and messaging approach
  • Your brand story, which is a narrative outlining your history and goals

Prepare all Required Marketing Materials.

Prepare all required marketing materials.

Writing blog articles prior to setting up all website pages, forms, and workflows will also result in resource waste. Make sure the following resources are available:

  • a website that is optimized. Organize your website’s structure, keyword placement, user experience, page speed, and interlinking.
  • a group of content marketers. You must have qualified experts handling the copywriting, design, and other aspects of content generation, whether they work in-house or freelance.
  • tools for content marketing. Your productivity can soar and your content strategy can become more data-driven if you have a little tech stack at your disposal. Start by configuring events in Google Analytics and conducting keyword and topic research with SEO tools, says seo agency.

Set Objectives for Your Content Marketing

content marketing trends says, Creating defined goals will enable you to monitor your progress and form reasonable expectations.

Think about dividing your goals into two categories:

  • The overarching objectives for content marketing, such as the amount of money made or the quantity of marketing-qualified leads (MQLs) produced through content this year. Use multitouch attribution for assessing the financial impact of your content.
  • specific metrics, such as organic traffic for a blog post, for each piece of content you create. When it comes to complicated SaaS solutions, setting such intermediary KPIs is crucial to better understanding content performance.

According to our research, brand awareness, lead generation, and website traffic are the top 3 content marketing objectives for IT/SaaS businesses.

To find out more about creating a strong content funnel to achieve your content objectives, keep reading.

Strive for Excellence When Investigating Your Market

Any content marketing plan must begin with conducting audience research. It enables you to comprehend the objectives, difficulties, uncertainties, and queries of your reader.

Even more time and resources are needed for customer study in the SaaS industry, particularly for B2B SaaS.

This is why:

SaaS purchases typically entail a number of processes and various parties, including influencers, users, and decision-makers.

As a result, you must know who will engage with your content and when, as well as how to design an efficient conversion strategy.

Imagine, for instance, that you work for an adtech business where a decision-maker (CMO), a user (performance marketing professional), and an influencer are among the personas interacting with the content (CFO).

In that instance, you may devise the workflow shown below:

  • Create a free online course that teaches performance marketing to draw consumers in, earn their trust, and highlight the answer.
  • After completing the course, anticipate some of the performance marketing specialists to introduce the technology to the CMO and share their credentials.
  • To entice the CMO, write a blog article about calculating marketing ROI with a CTA (call-to-action) leading to a gated template.
  • Create pricing pages and sales enablement resources (such as a case study) to assist the CMO in persuading the CFO that the purchase will have a favorable financial impact.

As you can see, there are a number of layers to consider. However, if you’ve mastered it, content marketing might start to generate income for your business.

How to Understand Your Audience More Thoroughly

How to Understand Your Audience More Thoroughly

There are a few methods of Content Curation Tools you can employ to comprehend your audience better. For instance:

Interview a variety of customers, from decision-makers to users. Make careful to get information from them regarding the steps they took to access the content and make the purchase.

Participate actively in online communities related to your field. Platforms like GrowthMentor and GrowthHackers, Reddit discussions, LinkedIn groups, etc. could all be examples of this.

  • Work together with your customer-facing teams from Sales, Customer Success, and other departments. Make every effort to include them in your content marketing strategy as a whole.
  • Develop connections with thought leaders and specialists in your field. You will be able to access new audiences and have a better grasp of the market as a result.

Become an Authority in Your Industry and Master Your Product.

One of the cornerstones of producing effective, customer-focused content that inspires audience confidence is expertise.

Therefore, it’s crucial to have a thorough understanding of your sector.

Many SaaS products are targeted at challenging industries like financial, healthtech, or legaltech. It occasionally implies that content marketers employed by these businesses must start from scratch in many areas. However, it’s essential to comprehend the daily objectives and difficulties faced by your clients. 

The following are some methods you might use to become familiar with your sector:

Participate in the sales and customer research procedures. Join interviews, take part in demo calls, and examine customer service questions if you can.

Check out the daily or weekly digests of the largest specialty publications’ newsletters. In your selected niche, you can also view YouTube videos and listen to podcasts.

  • Create connections with internal subject matter experts, take advice from them, and work with them to create content. These could be anyone, from business owners and product managers to senior executives.
  • Talk to industry thought leaders and specialists. These individuals rank among the most significant content and idea sources for SaaS content marketers.
  • Create Google Alerts for the main subjects affecting your industry.
    Next, make sure you and your content crew are well-versed in the offerings from your business. SaaS systems are frequently more complex, necessitating ongoing training and attention to feature changes.

This will also enable you to incorporate your tools into the thought leadership content and produce product-focused content more successfully. Additionally, it enables you to coordinate with other teams inside your organisation, such as product marketing, brand, and growth.

Take into account including the following routine additions:

  • Explore your product frequently; be sure to comprehend how it functions and what features it offers.
  • Join the product owners’ customer calls: You might learn more about how customers utilize your product as a result.
  • Follow all product upgrades and the introduction of new features: make sure you are aware of the value they provide.

Ditch the “Problem-Solution” Approach Mentality and Think Big
Content that primarily focuses on the problems your SaaS product fixes is referred to as problem-solution thinking.

This is a mistake since your readers and potential customers have numerous interconnected wants. Your potential audience will more than multiply if you produce material with a wider reach.

Your consumers can benefit from an educational approach to SaaS content marketing beyond just helping them with their practical job difficulties.

You might prepare them for promotions and help them get closer to becoming independent industry leaders.

Instead of selling your own product, concentrate on emancipating your audience; this will help them remember you in the long run.

Develop Your Thought Leadership and Come Up With Original Content Ideas

Its one of the effective content marketing as there are several methods to position your business as a thought leader in SaaS, where brands frequently serve as the primary educational resource.

For instance, our fictitious tech corporation might distribute performance marketing content on subjects that are never studied in schools.

Therefore, if you commit to creating top-notch content that is informed by actual experiences, your brand has what it takes to play a significant part in the lives of your customers.

For instance, HubSpot has consistently emphasised the idea of matching your marketing strategy to the demands of your audience and emphasising inbound marketing.

It was a novel and persuasive strategy that became a significant trend in contemporary marketing:

  • By doing this, they were able to create a devoted global community that went well beyond the customers of their product.

For SaaS brands, thought leadership is essential for generating communities and increasing brand recognition. Consider the following while creating a successful SaaS thought leadership strategy:

  • Establish your primary specialty and knowledge areas. For our adtech business, it might, for instance, be about creative methods to optimise ad performance.

For instance, HubSpot has consistently emphasised the idea of matching your marketing strategy to the demands of your audience and emphasising inbound marketing.

  • It was a novel and persuasive strategy that became a significant trend in contemporary marketing:
  • By doing this, they were able to create a devoted global community that went well beyond the customers of their product.
  • For SaaS brands, thought leadership is essential for generating communities and increasing brand recognition. Consider the following while creating a successful SaaS thought leadership strategy:

Establish your primary specialty and knowledge areas. For our tech business, it might, for instance, be about creative methods to optimise ad performance.

Follow the Content Creation Process as there are several ways to get ideas for your thought leadership content, including:

  • Utilize product data: Internal data can be used to identify usage patterns, ad management tactics (in our example), and more.
  • Take a user survey: If they’re willing to share, your consumers have a plethora of information and insights that are perfect for thought leadership content.
  • Cooperate with SMEs: Whether internal or external, subject matter experts can add a fresh perspective to your material. For the best outcomes, have a SME collaborate with a copywriter.
  • Work together with influencers and brands: Working with other market participants might change your perspective and generate a lot of novel ideas.
  • Conduct research: By incorporating authentic data and facts, working with a market research firm can greatly enhance your content. Even better, your business may establish itself as the authority in its field and the one that journalists and other specialists turn to.

Increase Authority by Learning More About Content Topics

You must establish topical authority for your material in order for it to perform outstandingly. In other words, content marketing succeeds when it focuses intently on specialised fields.

So it’s preferable to select a few essential themes and get deeper and deeper into them rather than running after hundreds of unrelated keywords (and producing shallow content).

social media content writing agency suggests, it would be a good idea to examine those issues as you begin to prepare your content before choosing the appropriate keyword groups.

You will have a better comprehension of all the questions and subtopics that are related to it if you do this. In addition, each topic typically has a number of semantically linked and connected keywords.

In the example below, we can see how an adtech company might use the Semrush Topic Research tool to come up with a variety of content ideas based on the topic of digital advertising.

Create a Successful Marketing Content Funnel.

SaaS products are a highly considered group, as we’ve discussed, particularly in B2B circumstances. In other words, there are many decision-makers to win over before a customer is acquired.

Because of this, it is crucial to produce content that meets client needs at all points throughout the customer journey, advises digital marketing agency.

You may achieve this by creating content for each level of the funnel. The stages of an elementary funnel are Awareness, Interest, Consideration, and Conversion, and it looks like an inverted pyramid.

Listed below is a straightforward content marketing customer journey and funnel, along with several illustrations from SaaS and online service brands:


A prospective client is aware that they have a problem to solve, but they are unsure of the available solutions.

For instance, a marketer who wishes to increase the capability of their internal research starts looking for answers online.

When they look for how to conduct online market research, they get a variety of how-to manuals from various SaaS companies.


A potential consumer learns there are several possibilities available after reading the information, so they begin researching their options online.

The potential consumer starts researching brands and asking inquiries at this point in the funnel.

Recalling Flipsnack, a digital publishing platform, the company has produced some high-caliber interest/engagement-level material.

You may see how the sample blog below uses its own widget to increase audience interaction and interest. This is a clever, non-pushy method to demonstrate the value it offers.


The potential consumer is at this point in the content funnel where they are aware of the type of solution they require but not the specific brand. They may join your mailing list, read reviews, download guides, or watch webinars to learn more.

In many ways, Wistia’s incredible Low views, High effect series is wise. Being a video creation SaaS, it must get past a major deterrent at the consideration stage: creating viral videos is extremely difficult.

This series illustrates that video content may be successful even when it doesn’t receive millions of views by sharing client success stories and humanising the company.

This level of the funnel may include lead magnets such as case studies and ebooks. They are email gateway-restricted content assets.

Advice: Gated content ought to be worthwhile. People rarely divulge their personal information unless they are extremely eager to learn something new. If you don’t follow through on what the content promises, you’ll lose credibility rather than earn it.


Here, your clients are seeking information about your offers, costs, particular use cases, and anything else that can aid them in making a decision.

Create Lead-Nurturing Workflows for Content

The next step is to integrate content to create conversion routes after taking the buyer’s journey and content funnel into consideration.

That is, creating strategies for clients to progress from awareness to conversion across the sales funnel.

When Creating Content, Prioritise Quality Over Quantity.
According to our study participants in the IT industry, search engine optimization and content quality improvement are the two most important aspects for content marketing success (56% and 55%, respectively).

Intriguingly, according to 68% of respondents, high-quality content is the main factor influencing organic traffic.

Develop your distribution and promotion plan.

According to social media marketing agency, It’s just as crucial to have a clever content distribution strategy as it is to produce quality material in the first place. Before beginning the content development process, you must think about how it will be promoted.

There are three main ways to disseminate content:

Private channels

Owned channels are those that are owned by your company (e.g. podcast, blog, mailing list, social media, etc.). You are free to post on these as you see fit.

Channels that are paid and shared

These platforms, which include welcoming blogs, news websites, forums (like this specific SaaS Reddit post), and even review websites, are owned by third parties. Although posting on these websites is free, you won’t own the content once it has been published.

Pay-TV channels

For a charge, these influencers or platforms will advertise your goods.

According to our State of Content Marketing Global Report findings, the top three SaaS content channels are owned channels: organic social media (73,5% of replies), organic search (58,7%), and email marketing (55,6%).

The important thing to keep in mind is that each platform and channel within those groups has its own set of standards and recommended methods for sharing content. This means that content must be modified for each location where it will be used.

If you get it right, a lot of people will see your material; if you get it incorrectly, no one will see it.

For instance, content intended for Instagram Reels won’t perform well as a newsletter, Facebook postings will be curtailed on Twitter, and so on.

Getting Results with SaaS Content Marketing

For SaaS businesses, content marketing includes concentrating on your audience and their needs, producing excellent educational content, and outlining the full customer experience.

Your content strategy should take into account the greatest issues facing the sector, such as the complexity of the solutions, lengthier purchase cycles, and a critical need for education.

The Semrush Content Marketing Platform guides you step-by-step through the entire procedure. To increase your internet presence, attract new clients, and expand your business, try it today with planned and data-driven content marketing.

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