SaaS Content Marketing: 7 Steps to Success

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SaaS Content Marketing is the best way to acquire new users without burning money on ads. But it’s only a fraction of the real potential hiding in this marketing strategy.

In this article, you’ll learn how to build a SaaS content marketing strategy that empowers your organic growth and establishes you as the industry thought leader.

What Is SaaS Content Marketing?

SaaS content marketing is a specialized form of content marketing tailored specifically to the software-as-a-service (SaaS) industry. It plays a crucial role in the SaaS sector as it helps companies attract, educate, and engage potential customers, ultimately driving conversions and increasing customer retention.

One of the key differences between SaaS content marketing and traditional content marketing lies in the target audience. In the SaaS industry, the audience is primarily composed of individuals looking for solutions to their specific problems.

This means that SaaS content marketers need to create content that is not only informative and engaging but also highly problem-focused and detailed to meet the needs of these audiences.

Another major difference is the focus on the product itself. In SaaS content marketing, the main goal is to showcase the features and benefits of the software product in a way that resonates with the target audience.

This often involves creating unique content formats, such as:

  • in-depth product demos
  • case studies
  • tutorials

They let you demonstrate how the software can solve the user’s pain points.

Overall, SaaS content marketing requires a deep understanding of both the SaaS industry and the target audience to create content that effectively drives conversions and builds brand loyalty.

The first step to achieve this is to build a content marketing strategy. Let’s see how you can do it.

1. Craft a Customer-Centric Content Strategy

SaaS content strategy should always be intertwined with the product itself. Unlike other types of strategy, this one starts with understanding the customer journey.

For SaaS businesses, the customer journey typically consists of several key stages.

Eugene Schwartz, in his 1966 book “Breakthrough Advertising” identified five stages of awareness that match most SaaS companies’ customer journeys as well:

  • Unaware: Those people aren’t looking for a solution like yours and won’t be interested in it. We won’t be marketing to them.
  • Pain-aware or Problem-aware: They realize something’s wrong with their current approach to addressing a problem in their lives.
  • Solution Aware: They understand the tools they can use to solve their problem but haven’t found the right one.
  • Product Aware: They know your solution exists but still haven’t made up their mind about whether they should pick you or your competitor.
  • Most Aware: They picked your tool and are happy to solve their problem with it.

Each of these stages presents unique opportunities to engage with customers and address their pain points.

To create a customer-centric content strategy, start by mapping out the customer journey specific to your SaaS business.

Identify the key touchpoints and interactions that customers have with your product or service at each stage. This will help you understand where customers may encounter challenges or barriers that your content can help overcome.

Next, focus on identifying and addressing key pain points at each stage of the customer journey.

For example, a Pain Aware audience might appreciate an in-depth how-to guide on solving the challenge they’re facing.

As customers move through the Solution Aware and Product Aware stages, they may have questions about the features, pricing, or benefits of your product. Create content that addresses these concerns and highlights the unique value proposition of your SaaS solution.

Successful content at different journey stages may include:

  • Thought leadership articles and blog posts during the awareness stage
  • Comparison guides and case studies during the consideration stage
  • Onboarding tutorials and customer success stories during the adoption stage

By crafting a customer-centric content strategy that addresses key pain points at each stage of the customer journey, you can enhance the overall customer experience, drive conversions, and increase customer retention in the competitive SaaS industry.

2. Embrace Customer Research Data

Data analytics play a crucial role in SaaS content marketing by providing valuable insights into how customers interact with content and what performs best. By leveraging data and analytics, your SaaS content will drive better results and improve the overall customer experience.

There are various tools available for tracking content performance and user engagement, such as:

  • Google Analytics,
  • HubSpot
  • Semrush
  • AnswerThePublic
  • Buzzsumo

These tools can help you monitor key metrics like page views, bounce rates, and conversion rates to understand which content resonates most with your target audience.

By analyzing data on customer behavior and content performance, you can identify trends, preferences, and areas for improvement to create more relevant and engaging content.

Take a look at the example of one of our client’s blog posts:

In just a few weeks, it received high engagement and conversion rates. This informs us that this topic sparks the customer’s interest. We can now replicate the format and topics in future content to capitalize on that success.

On the other hand, if a piece of content underperforms, data analytics can help identify the reasons why and guide adjustments to improve its effectiveness.

Overall, leveraging data and analytics in content creation is essential for SaaS companies looking to enhance their content marketing efforts, drive conversions, and ultimately achieve greater success in the competitive SaaS landscape.

3. Become The Expert in Your Niche

SaaS is competitive, so it is crucial to establish yourself as the expert in your niche. By growing your expertise in the industry your SaaS targets, you can create content that resonates with your audience and sets you apart from the competition.

Familiarizing yourself with the targeted industry allows you to speak the language of your customers and understand their pain points and challenges on a deeper level. This knowledge is essential for crafting content that is not only informative but also relatable to your target audience.

To gain expertise in the industry you’re in, consider the following strategies:

  1. Conduct thorough research: Stay updated on industry trends, news, and best practices. This will help you understand the landscape in which your SaaS operates and identify opportunities for creating relevant content.
  2. Attend industry events: Conferences, trade shows, and webinars are excellent opportunities to network with industry experts, learn from thought leaders, and gain insights that can inform your content strategy.
  3. Engage with industry influencers: Building relationships with influencers in your niche can help you establish credibility and reach a wider audience. Collaborating with influencers on content projects can also enhance the quality and reach of your content.
  4. Set up niche-related alerts: Use Google Trends alerts to quickly find out about new events in your niche or emerging trends within your target audience.
  5. Invest in ongoing learning: Continuous education and training in your industry will keep you informed about the latest developments and help you stay ahead of the curve. Consider enrolling in courses, workshops, or certifications that can deepen your knowledge and expertise.

By becoming the expert in your niche, you can create content that speaks directly to the pain points and needs of your target audience. This positions your SaaS as the go-to solution for their challenges and establishes trust and credibility with your customers.

4. Use SEO in SaaS Content Marketing

SEO plays a crucial role in driving organic traffic to SaaS websites and increasing visibility in search engine results. By optimizing content for search engines, SaaS companies can attract more qualified leads and improve overall brand awareness.

Keyword research specific to SaaS is essential for identifying the terms and phrases that potential customers are using to search for solutions in the industry. By targeting relevant keywords in your content, you can increase your chances of ranking higher in search engine results and attracting organic traffic to your website.


Say your SaaS wants to sell a clinic management solution for healthcare providers.

By conducting keyword research, you may discover that terms like “clinic management software,” “patient scheduling tools,” or “medical practice management systems” are commonly searched by your target audience. By strategically incorporating these keywords into your content, you can improve your website’s visibility and attract more qualified leads.

On-page and technical SEO best practices are also crucial for optimizing SaaS content. This includes:

  • Optimizing meta tags
  • Using relevant keywords in titles and headers
  • Creating high-quality content that provides value to users
  • Ensuring that your website is mobile-friendly and loads quickly

Using SEO tools can enhance content visibility and help SaaS companies track their performance in search engine results. Tools like Ahrefs, Moz, and Semrush can provide insights into keyword rankings, backlink profiles, and overall website health, allowing you to make data-driven decisions to improve your SEO strategy.


By implementing SEO best practices and using tools to track performance, you can significantly improve your SaaS online presence.

5. Integrating Product-Led Content Effectively

Product-led content is content that directly showcases or demonstrates the features and benefits of a product. This type of content is highly effective because it allows potential customers to experience the value of the product firsthand, rather than just reading about it.

By integrating product-led content into your marketing strategy, you can educate your audience, address pain points, and drive conversions in a more engaging and persuasive way.

To effectively integrate product-led content into your SaaS marketing strategy, consider the following best practices:

  1. Create interactive product demos: Interactive product demos allow potential customers to explore the features and functionality of the software in a hands-on way. By giving users the opportunity to experience the product for themselves, you can help them understand its value and benefits more effectively.
  1. Develop case studies and success stories: Case studies and success stories provide real-world examples of how your software has helped customers solve problems and achieve their goals. By showcasing the success of your existing customers, you can build credibility and trust with potential customers.
  1. Offer free trials or freemium versions: Providing potential customers with the opportunity to try out your software for free allows them to experience its value firsthand. Free trials or freemium versions can help build trust, drive engagement, and ultimately lead to more conversions.
  1. Create how-to guides and tutorials: How-to guides and tutorials are valuable resources that can help users learn how to effectively use your software to solve their problems. By providing step-by-step instructions and tips, you can empower users to get the most out of your product.
How-to guide: an example of saas content marketing
  1. Leverage user-generated content: Encourage your existing customers to share their experiences with your software through reviews, testimonials, and user-generated content. By showcasing the positive experiences of your customers, you can build social proof and attract new customers.

Overall, by integrating product-led content effectively into your SaaS marketing strategy, you can create a more engaging and persuasive experience for potential customers. This in turn will result in higher conversion rates without an increased ad budget.

6. Opt for Innovative Content Formats for SaaS Marketing

Various content formats that can help to engage potential customers and drive lead conversion. Some of these innovative formats include:

  • Interactive tools: Interactive tools such as calculators, quizzes, or assessments can engage users in a more personalized and interactive way. These tools can help users understand the value of your SaaS solution and how it can specifically address their needs.
  • Webinars: Webinars are a great way to educate potential customers about your SaaS product, showcase its features, and provide valuable insights. Webinars allow for real-time interaction with your audience, answering their questions and building credibility.
  • Video content: Video content is highly engaging and can effectively communicate complex ideas in a concise and visually appealing way. Whether it’s product demos, customer testimonials, or explainer videos, video content can help showcase the benefits of your SaaS solution and drive conversions.

Choosing the right format for your content strategy depends on various factors such as your target audience, the complexity of your SaaS product, and your marketing goals. Experimenting with different formats and analyzing their performance can help you determine which formats work best for engaging your audience and driving conversions.

7. Measure Success: Key Metrics for SaaS Content Marketing

To evaluate the effectiveness of your SaaS content marketing strategy, it is essential to monitor key performance indicators (KPIs) that reflect how well your content is performing. Some of the essential metrics that SaaS companies should monitor include:

Lead conversion rates:

Tracking the number of leads generated from your content and how many of those leads eventually converted into paying customers is crucial for measuring the success of your content marketing efforts.

Set up custom conversion tracking in Google Analytics and monitor the rate changes during various content marketing campaigns.


Use this knowledge to tweak your next content efforts to maximize the conversion rate.

Engagement metrics:

Metrics such as time spent on page, bounce rates, and social shares can provide insights into how well your content is resonating with your audience and driving engagement.

For website engagement, you can stick to Google Analytics. Social media engagement can usually be measured using the internal analytics tools of the social platforms you use:


However, if you’d like to centralize your engagement data, you can use platforms like Agorapulse, which depicts your overall organic performance in one place:


SEO performance:

Monitoring metrics like keyword rankings, organic traffic, and backlink profiles can help you assess the effectiveness of your SEO strategy and ensure that your content is being found by your target audience.

Tools such as Google Analytics, Google Search Console, Semrush, Ahrefs, or Moz can help you measure and analyze these key metrics to understand how well your content is performing and identify areas for improvement.


By regularly monitoring these metrics, you can make data-driven decisions to optimize your content marketing strategy and drive better results for your SaaS business.

Final Thoughts

Content marketing will help your SaaS company attract more qualified leads, drive customer engagement, increase conversions, and ultimately stand out in the competitive landscape.

With the right mix of informative, engaging, and persuasive content, SaaS businesses can build brand awareness, establish credibility, and drive long-term success.

Remember, the key to success in SaaS content marketing lies in understanding your target audience, addressing their pain points, and providing valuable solutions through relevant and engaging content.

Picture of Kuba Czubajewski

Kuba Czubajewski

CEO and Content Marketing Strategist @ StoryAngled. He helped multiple SaaS companies from various niches generate organic leads with SEO and content. In his free time, he works on his own YouTube channel about the science of creativity. Huge fan of product-led content, cats, and baking.

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