A Guide to SaaS Content Marketing Strategy

SaaS content marketing strategy
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Businesses that allow users to pay a subscription fee to access their software rather than purchasing and owning a license of the software outright are referred to as SaaS. Successful SaaS content marketing strategies require thoughtful planning and execution. 

Let us dive into all you need to know about content marketing for SaaS businesses. 

Saas stands for software as a service. SaaS content marketing refers to marketing strategies used by businesses to attract, convert and retain target audiences through the use of powerful content. 

It requires a long-term commitment to establish both reputation and trust. It is more of a marathon race because it involves building relationships with potential customers over a period of time and at each stage of the marketing funnel. The focus should be more on your potential customers rather than your software.

You have to continuously put out new quality content consistently to begin to see results. For instance, if your SaaS content marketing strategy includes blogging, you should maintain your schedule of putting out blog posts. 

Content put up by SaaS businesses has to target a specific group of people. The target audience has to be properly defined to avoid attracting people with no relevance to your business. 

For example, if you own social media management software, all contents have to target your specified audience which are the social media managers.  

Content marketing for Software service businesses can be quite different from regular content marketing. As long as you understand your target audience and be consistent over a long period of time you will be on the right track. 

If you are a bit confused about target audiences, do not forget that you need to create customer avatars first to properly understand the people that should see your content. 

Examples of SaaS content marketing formats

There are various formats that can be used for SaaS content marketing. Depending on what your business aims to achieve, these formats can be used to put out SaaS content. 

#1. Blog formats

An essential aspect of content marketing for SaaS businesses. Explore various blog formats depending on your content marketing goals. 

This could include the how-to post, the list post, the infographic post, the what and why post and many more. 

blog format in saas content marketing

#2. Video formats

Video formats are powerful content formats. They could be used to provide insightful information that is useful to customers. Videos are known to effectively grab the attention of your target audience.

#3. Podcast formats

Podcast formats have gained traction in recent times. They can be used to pass across information while connecting with your audience on a deeper level. 

Depending on your SaaS content marketing goals, this format can be used to achieve a lot. 

podcast format in saas content marketing

How Content Marketing Helps SaaS Business

All businesses are now implementing content marketing as part of their marketing strategies, this is because of how powerful they can be. They can effectively lead to the growth of all businesses. 

Positive outcomes of SaaS content marketing include;

#1. Increased lead generation

An increase in lead generation drives business goals and quality leads can be gotten from creating good content that resonates with the audience. 

Use content to target customers at different stages of the sales funnels. By tailoring each piece of content to different stages of the buyer’s journey, there will be an increase in the likelihood of getting leads and also converting them into customers. 

Blog posts and social media when optimized can also increase lead generation for businesses. 

#2. Increased brand awareness

Increased brand awareness results from using SaaS content marketing to distribute valuable content that educates, informs and engages your target audience.

Customers are more likely to remember brands that put up helpful content because the brand provides them with solutions. There will be increased opportunities for growth when high-quality content is created. 

#3. Increased engagement with the audience

By providing ongoing value and insights, engagement with the target audience increases. SaaS businesses are able to strengthen their relationship with customers and increase customer satisfaction by creating good content. 

#4. Higher return on investment (ROI)

SaaS content marketing helps businesses achieve a higher return on investment. You are able to reach the target audience, generate cost-effective leads, provide long-term value and leverage SEO benefits. 

#5. Better customer retention rate

When your audience is engaged, it encourages customer loyalty and advocacy for brands. By providing value-added content, customer education, and engaging in proactive communication, the customer retention rate will be increased. 

Guide To Effective Content Marketing Strategies For SaaS

Follow this guide to effectively create contents that are useful to your target audience and help achieve marketing goals. 

#1. Set marketing goals

Goals are set in place to give direction to whatever action we intend to accomplish. You definitely need to set goals before starting your content marketing strategies. Not just any type of goals, but clear and SMART goals as they are an effective way to guide your SaaS content marketing strategies. 

Companies can align their marketing goals with their broader business goals. These goals act as a guiding framework for content creation, distribution, and measurements. They ensure that content is purposeful, targeted and effective. 

Make sure not to forget that these goals need to be regularly evaluated to drive continuous improvements in marketing strategies.

set goals for Saas content marketing

#2. Be specific about your target audience

It is important to be specific about customers who will benefit from your SaaS products. Clearly define these ideal target customers. 

Your target audience are more likely to convert and be retained as a loyal customer. Their preferences and pain points would be addressed and this provides value to them. 

This level of specificity helps to build a stronger connection and drive better results from your marketing efforts. 

#3. Make sure to stick to brand style and voice

How does your brand feel to customers, and what brand style and voice are your customers used to? Stick to this brand style and voice and avoid copying other brands. 

Your SaaS business becomes recognizable and memorable when you stick to your brand identity. This builds a connection and fosters brand loyalty. Consistency in style and voice helps your business stand out in a crowded SaaS market. 

#4. Regularly audit content

Regularly audit your previous content created. This allows you to have updated search engine optimized posts, identify gaps and also align with your overall strategy. 

Conducting audits at regular intervals ensures your content remains valuable and engaging. All these lead to improved results and a more effective SaaS content marketing strategy. 

audit saas contents

#5. Determine your KPIs and make data-driven decisions

Tracking and analyzing various metrics such as conversion rate, website traffic and engagement rate would help make data-driven decisions. By leveraging data and analyzing them, SaaS companies gain valuable insights into the effectiveness of their content marketing efforts. 

By monitoring data and making data-driven decisions, companies can refine their strategies, and optimize contents that foster business growth. 

#6. Document the process

Document the process as you put your target audience, brand style and KPIs in place. This helps to keep relevant information and guides. 

You are able to refer back to SaaS content marketing strategies that have been previously implemented. Documentation provides you with references in the future and helps you to stay consistent in branding. 

SaaS Content Marketing Tools

There are lots of content marketing tools that help with effective content creation. It is up to you to choose from these multiple tools according to your company and what it needs. 

Here are a few of these tools:

#1. Social media management tools

These tools help manage your social media presence effectively. They enable the scheduling and publishing of social media posts, monitoring engagement and analyzing social media posts. With these tools, brands can be consistent across all social media platforms. Tools like Buffer, Hootsuite, Sprout Social and Meta Business Suite. 

#2. Email marketing software

Email marketing software facilitates the creation and automation of email campaigns. These tools can be used to segment email lists, design visually appealing emails, and track email performance.  Mailchimp and Hubspot are examples of email marketing tools. 

#3. Content management system 

These platforms help create, publish and manage content effectively. They provide features such as content creation and optimization making it easy to organize and distribute content across various channels. Tools like WordPress and HubSpot help with SaaS content marketing creation.

#4. Search Engine Optimization tools

SEO tools provide insights and analysis to optimize SaaS content for search engines. They help identify relevant keywords, analyze competitors, track search rankings, and monitor website performance. These tools include SEMrush, Ahrefs, Moz and Keywords Everywhere.  

#5. Analytics and Reporting

Analytics tools like google analytics and adobe analytics provide valuable data on content performance. They offer insights into website traffic, engagement metrics, conversion rates and other valuable metrics. 

When used, companies can make informed decisions, optimize their content strategy and measure the impact of their SaaS content marketing efforts. 

analytics and reporting for SaaS

#6. Content distribution 

Content distribution tools help SaaS companies amplify reach through native advertising or sponsored ad placements. They help distribute to a wider audience and drive traffic to SaaS websites. 


After reading this article, you should have a clearer understanding of SaaS content marketing. This article explains the different formats that could be used for content marketing, how SaaS companies benefit from creating good content, a guide to creating content for SaaS companies and tools that could be used to create quality content. 

Chidubem Achugbulam

Chidubem Achugbulam

Chidubem is a digital marketing specialist | Search engine optimization specialist | Social media marketer. Chidubem is a creative thinker who loves to implement different marketing strategies to help brands grow. She is passionate about brand growth and creation of marketing campaigns. She enjoys learning new things and is always looking for ways to improve her knowledge.

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