Profitable SaaS Content material Advertising and marketing: 7-Step Information to Implement


In 2022, the US was house to 17,000 SaaS corporations. Since then, extra have joined the fray, making it much more difficult to face out in an more and more crowded market.

Nonetheless, all hope isn’t misplaced. SaaS corporations can nonetheless stand out if they convey their merchandise’ worth successfully. Meaning placing out high quality content material that engages their goal audiences is vital.

This information reveals seven SaaS content material advertising and marketing methods you’ll be able to implement right this moment to get forward and develop your corporation.

What Is SaaS Content material Advertising and marketing?

SaaS content material advertising and marketing is the follow of utilizing content material advertising and marketing methods to advertise a SaaS product or enterprise. It’s an integral a part of an total SaaS advertising and marketing technique. It entails creating and distributing precious content material that:

  • engages potential clients
  • meets them at each level of their buyer journey; and
  • strikes them deeper into your conversion funnel.

The intention of SaaS content material advertising and marketing efforts is to get and maintain your target market’s consideration organically (i.e., capturing natural visitors versus paying for clicks). Thus, each piece of content material you publish ought to be in response to your goal clients’ search queries. Addressing their wants this manner permits you to place your SaaS product as an answer to their drawback and subtly information them into your gross sales funnel.

A few of the kinds of content material codecs you’ll use in the course of the SaaS content material advertising and marketing course of embrace weblog posts, video content material (e.g., webinars, case research, testimonials, and tutorials), social media posts, white papers, and press releases. Most often, your content material crew handles the SaaS content material creation.

Significance of SaaS Content material Advertising and marketing

SaaS content material advertising and marketing is important on your SaaS enterprise as a result of it supplies sustained visibility in natural search.

Whereas paid digital advertising and marketing strategies like social media advertisements and pay-per-click advertising and marketing present instantaneous visibility, this profit vanishes the second you finish the marketing campaign. As compared, you’ll proceed to reap the advantages of SaaS content material creation lengthy after your content material entrepreneurs hit the “publish” button of their content material administration techniques.

Moreover, in contrast to different digital advertising and marketing methods that require direct outreach (e.g., electronic mail), SaaS content material advertising and marketing is extra delicate. If you launch new items of content material repeatedly, you’ll be able to place your SaaS enterprise as a educated thought chief in its area. In time, your potential clients might come to treat your corporation because the go-to supply for useful data.

That’s to not say you need to simply depend on SaaS content material advertising and marketing to face out and develop your corporation. Complement it with different methods like PR providers and occasions advertising and marketing for the perfect outcomes.

Advantages of SaaS Content material Advertising and marketing

Content material advertising and marketing supplies a number of advantages for all enterprise sorts. Because you’re not promoting a bodily product, the next advantages are much more essential for you: 

  • Enhance search engine optimisation: SaaS content material methods contain implementing search engine marketing (search engine optimisation) measures that may enhance your SaaS enterprise’s visibility on search engines like google. For instance, chances are you’ll use a key phrase analysis software to search out key phrases with excessive search quantity and embrace them in your content material. Or chances are you’ll embrace inner hyperlinks in your content material to maintain customers in your web site longer. Each measures may contribute to larger rankings on search engine outcomes pages (SERPS) and, by affiliation, extra natural visitors.
  • Constructing Belief: Publishing free high-quality content material that addresses buyer ache factors helps to place your SaaS enterprise as a reliable and educated useful resource. When your content material manufacturing efforts present outcomes on your viewers, your SaaS enterprise might discover it simpler to transform these comfortable prospects into paying clients.
  • Improve Leads: You need to use the completely different content material sorts at your disposal to transform strangers who’re unaware of your SaaS model into leads. As you proceed to point out up with value-added content material, you enhance the probability of reaching new folks and changing them.
  • Excessive ROI: Content material advertising and marketing supplies roughly 3 times the return of conventional advertising and marketing strategies. You possibly can attribute this excessive ROI to the endurance of natural search advertising and marketing.

It’s additionally value mentioning that SaaS content material advertising and marketing is cost-effective from a customer-acquisition standpoint. When you add content material to the net, these digital property can herald new clients for years to come back.

7 Steps to Implement for an Efficient SaaS Content material Advertising and marketing Technique

Listed here are seven steps you’ll be able to comply with to make sure a profitable SaaS content material advertising and marketing technique for your corporation: 

1. Outline Enterprise Objectives

Identify your strategic business goals

Step one to a profitable SaaS content material advertising and marketing technique is to outline your corporation objectives. Sometimes, SaaS enterprise objectives revolve round lead era. You create useful and in-depth content material to ultimately encourage potential shoppers or prospects to:

  • join a free trial of your SaaS product
  • request an in-person demonstration of your enterprise software program
  • place gross sales calls; or
  • be part of your electronic mail listing

Different enterprise objectives you may need embrace growing model consciousness or boosting model authority. Regardless of the case could also be, you need to have the ability to hyperlink your objectives to content material efficiency.

You want to set key efficiency indicators you’ll observe to find out whether or not your SaaS content material technique is working. A few of them (bounce price, conversion price, session length) apply to all industries. Nevertheless, when advertising and marketing your B2C or B2B SaaS product, among the particular key metrics to trace embrace:

  • SaaS conversions (e.g., free trial registrations and electronic mail listing sign-ups) 
  • Metrics that inform you how effectively your content material resonates along with your viewers (e.g., time on web page)
  • buyer acquisition prices, a measure of how your advertising and marketing spend compares to the shoppers you’ve acquired

Don’t waste time monitoring vainness metrics like social media likes or visitors. They don’t point out whether or not your content material helps you meet your objectives.

2. Establish Goal Viewers

Define your target audience

When you’ve set content material advertising and marketing objectives, the following step is to determine your SaaS enterprise’s target market. This step entails conducting analysis, analyzing knowledge, and creating buyer profiles. 

In case you have an current buyer base, you can begin your analysis by trying into who these individuals are. 

For instance, you should utilize a software like Google Analytics to find out the place your web site’s guests are positioned geographically, the advertising and marketing channels they discovered you on, and extra, as within the picture beneath:

Google Analytics audience overview example

In the meantime, social media advertising and marketing channels like Fb and Instagram have evaluation instruments you should utilize to profile your current followers by age, gender, and different demographics.

Subsequent, analysis the SaaS corporations available in the market you wish to serve. Who’re their clients? Understanding who your opponents’ clients are provides you an concept of your target market’s demographic, psychographic, and behavioral profiles. That’s since you seemingly serve the identical folks. However that’s not all. By analyzing your opponents’ clients, you may also determine the audiences whose ache factors they might not be addressing.

With the competitor buyer analysis section out of the way in which, you need to have sufficient knowledge to start creating buyer personas. A purchaser persona is a fictional illustration of your SaaS enterprise’s perfect buyer that helps you envision who they’re and the problems they face. 

In some cases, you may have to create multiple persona and phase them. For instance, the pricing web page on AI author Jasper’s web site reveals that the SaaS firm serves three buyer segments: creators, execs, and companies:

AI writer Jasper's website pricing model

Figuring out your target market ensures that you just create SaaS advertising and marketing content material that resonates with folks more likely to buy from you.

3. Outline Sorts of Content material to Create

You may have a number of kinds of advertising and marketing funnel content material you’ll be able to create on your SaaS content material advertising and marketing marketing campaign. In some cases, the kind of content material you create (e.g., tutorials) will decide the format it takes (e.g., video).

Different content material codecs that SaaS companies usually create embrace:

  • weblog posts
  • infographics
  • eBooks
  • social media posts
  • webinars

There’s no onerous and quick rule for which kinds of content material you need to craft. The essential factor is to cater to your viewers’s most well-liked data consumption methodology on-line.

So, as a part of your SaaS content material advertising and marketing, you’ll seemingly use a mix of the codecs above for higher attain versus a restaurant enterprise relying totally on visible content material as a part of its advertising and marketing technique.

For instance, for many who desire video, you’ll be able to create video tutorials to elucidate methods to use your SaaS product like Jasper does. The corporate maintains a YouTube channel the place it uploads tutorials on its software program:

Along with video tutorials, chances are you’ll create weblog posts for individuals who desire to eat data by studying. Twitter AI software Tweet Hunter, for example, maintains a weblog on its web site with resourceful tutorials.

Twitter AI tool Tweet Hunter blog with resourceful blog posts

4. Do Key phrase Analysis

do keyword research

search engine optimisation key phrases kind the spine of each on-line content material advertising and marketing technique. They’re crucial parts of the whole lot from the content material concepts you embrace in your content material calendar to your web site copy. You’ll have to carry out key phrase analysis to develop a profitable SaaS search engine optimisation content material technique.

When looking for options on-line, your clients enter key phrases into search engines like google. In response, search engines like google return an inventory of outcomes which might be ranked based on how related they’re to the searcher’s question:

Google search results for the search query "whiteboard animation software"

Observe that additionally, you will see sponsored advertisements in addition to an growing quantity of generative AI outcomes combined along with the normal natural search outcomes.

These key phrases correlate to the purpose the shopper is at on their buyer journey. For instance, on the consciousness stage of their journey, they could enter key phrases associated to an issue they’re dealing with. As soon as they’ve learnt about the issue, they’ll use a special set of key phrases to seek for SaaS options like yours.

You want to use these key phrases all through your various kinds of content material in order that search engines like google will current these to prospects at each stage of their journey. Used the fitting manner, you’ll be able to rank larger on a SERP and get extra visibility.

Determining the key phrases your clients are utilizing to go looking is so simple as utilizing a key phrase analysis software like Ahrefs or SEMRush. These instruments can present knowledge on components like search quantity and key phrase problem (i.e., competitiveness), letting you strategically select key phrases you may have a greater likelihood of rating for.

5. Carry out Content material Distribution

A SaaS content material distribution technique particulars the advertising and marketing channels you’ll use when publishing content material on-line.

As a SaaS enterprise, you may have three strategies of distributing your content material:

  1. Owned Channels: your SaaS enterprise’s proprietary channels (e.g., web site, electronic mail listing, podcast)
  2. Shared Channels: third-party-owned channels like different authoritative web sites, social media platforms, and so on., that don’t cost you for the publicity
  3. Paid Channels: third-party-owned channels that cost you a charge to assist distribute your content material (e.g., influencers)

Finally, your alternative of platforms ought to rely in your objectives. As an example, to extend model authority, visitor posting on authoritative web sites, will help. You’ll additionally want to take a look at your viewers platform preferences. For this final one, simply return to your viewers persona.

As a part of your content material distribution technique, decide if you’ll publish your content material as effectively. Based mostly in your analytics, when does your viewers usually have interaction along with your content material? In line with your viewers persona, how incessantly do they need your content material revealed? Then, once more, simply apply what you discover.

Whereas planning your distribution technique, remember that, except owned channels, each channel has particular tips for accepting content material.

6. Guarantee Outcomes Monitoring and Monitoring

Ensure Results Monitoring and Tracking

If you start publishing content material, you’ll have to preserve observe of whether or not your efforts are producing the outcomes you need. That’s why monitoring your SaaS content material efficiency is vital.

You’ll have to verify the KPIs you recognized when defining your corporation objectives in the first step. In case your SaaS content material marketing campaign isn’t reaching the outcomes you need, make changes the place vital. These changes might take the type of content material refreshes that contact upon the whole lot from picture high quality to article titles and meta descriptions.

However if you happen to discover your efforts are proving profitable, double down on them and commit extra advertising and marketing sources.

7. Scale Content material Workforce

As your SaaS enterprise grows, so too will your content material wants. Due to this fact, the ultimate step to profitable SaaS content material advertising and marketing is to scale your content material crew.

Nevertheless, earlier than you begin hiring, be sure to streamline your content material workflow. This course of will contain creating normal working procedures (SOPs) for content material and outlining your content material plans and objectives. 

As a part of your scaling, you’ll be able to’t keep away from leveraging know-how. AI instruments, for example, will help your crew in content material creation. Nevertheless, whereas utilizing generative AI prompts that will help you along with your content material writing, you must also concentrate on the dangers and the countermeasures you’ll be able to undertake to make sure compliance and safeguard your model repute.

You’ll additionally want to make use of know-how that may make the inclusion of recent hires into your content material workflow as frictionless as doable. Challenge administration software program instruments and content material administration techniques are among the instruments you should utilize.


Profitable SaaS content material advertising and marketing is achievable if you comply with the fitting steps.

All the time start by defining your objectives and figuring out your target market. Take cognizance of the completely different content material sorts you’ll be able to create and do key phrase analysis to extend your visibility on SERPs. Plan your content material distribution channels and monitor and analyze your marketing campaign’s efficiency after publishing content material. Lastly, scale your content material crew as you develop. 

Following the above steps ought to put your SaaS enterprise on the trail to content material advertising and marketing success.

Picture by Austin Distel on Unsplash

SaaS Content material Advertising and marketing FAQs

What’s SaaS content material advertising and marketing?

SaaS content material advertising and marketing is a kind of content material advertising and marketing that focuses on creating and distributing content material that’s particularly designed to advertise software program as a service (SaaS) merchandise. Any such content material usually consists of weblog posts, eBooks, white papers, infographics, and even video content material. The purpose of SaaS content material advertising and marketing is to teach potential clients about the advantages of utilizing a specific SaaS product and finally to persuade them to enroll in a free trial or buy the product.

Why is content material advertising and marketing essential for SaaS?

For SaaS corporations, content material advertising and marketing is an important a part of the lead era course of. By creating focused content material that speaks to the precise ache factors of your perfect clients, you’ll be able to entice leads which might be extra more likely to convert. As soon as these leads are in your gross sales funnel, you’ll be able to additional nurture them with further content material that demonstrates the worth of your services or products. By offering informative and interesting content material at each stage of the client’s journey, you’ll be able to construct belief and credibility along with your leads, which is able to end in elevated gross sales.

How do you measure SaaS content material advertising and marketing?

Listed here are the methods to measure SaaS content material advertising and marketing technique:

1. Observe the variety of leads that your content material generates. You are able to do this by together with distinctive monitoring hyperlinks in your call-to-action buttons or hyperlinks.
2. Take a look at the engagement ranges of your target market. This may be tracked by issues like pageviews, time on website, and social shares.
3. Take a look at how a lot income your corporation generates from every bit of content material.

How do you write SaaS content material?

Whereas the rules of fine writing apply to any style, there are some distinctive issues to remember when writing SaaS content material.

1. Be clear and concise.
2. Clarify complicated ideas in easy phrases as SaaS content material is commonly very technical in nature.
3. Give attention to the advantages of your services or products.

What does SaaS stand for?

SaaS is a brief time period for Software program as a Service. It’s a kind of software program that permits customers to entry and use the software program on the web or in different distant places. The time period “SaaS” is used to explain each the software program itself and the supply mannequin. It’s usually delivered on a subscription foundation, with customers paying a month-to-month or annual charge to entry the software program. For customers, it eliminates the necessity to set up and preserve the software program on their very own computer systems. For companies, it permits them to scale back the upfront prices of growing and deploying the software program.

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