How to Do SaaS Content Marketing

What Is SaaS Content Marketing?

Software as a Service (SaaS) content marketing is about creating and distributing valuable content to attract and retain a specific audience.

Unlike product-centric marketing, content marketing for SaaS companies revolves around demonstrating expertise, thought leadership, and providing solutions to problems, rather than directly promoting a software product.

How to Do SaaS Content Marketing

In the SaaS industry, where products are often complex, and the sales cycle can be lengthy, content marketing plays a crucial role. It helps educate potential customers, nurture leads, and build a relationship with the audience that goes beyond the software itself. This approach is essential in a market where trust and credibility are key to converting users into paying customers.

Why Is Content Marketing Important for SAAS Companies?

Content marketing is vital for SaaS companies for several reasons. 

Benefits of Content Marketing for SaaS CompaniesWhat You Gain
Building Brand AwarenessWith numerous SaaS solutions available, standing out is crucial. Quality content can position a company as a leader in its niche.
Supporting Customer Education and EngagementSaaS products can be complex, and through content marketing, companies can educate their audience about their product’s features and benefits in a non-salesy way. This education is crucial in moving potential customers through the sales funnel.
SEO (Search Engine Optimization)By producing consistent, high-quality content, SaaS companies can improve their search engine rankings, making it easier for potential customers to find them online.
Providing Value to the AudienceProviding value to the audience can lead to increased trust and loyalty. By offering helpful and informative content, SaaS companies can build a community of engaged users, which is invaluable for long-term success.
SaaS Content Marketing

How to Create an Effective SaaS Content Marketing Strategy

1. Understanding Your Target Audience

The foundation of any successful content marketing strategy is a deep understanding of your target audience

Begin by gathering as much data as possible about your potential customers. This includes demographic information, professional roles, industry challenges, and personal aspirations. Tools like surveys, interviews, and social media listening can provide valuable insights.

Based on your research, create detailed buyer personas. These are fictional representations of your ideal customers, encompassing their needs, challenges, and decision-making processes. Personas help in tailoring your content to address specific audience segments.

Understand the customer journey for your SaaS product. Identify the stages your customers go through, from awareness to consideration to decision, and tailor your content to meet their needs at each stage.

Target audience

2. Setting Content Marketing Goals

Your content marketing goals should align with your overall business objectives. Whether it’s increasing brand awareness, generating leads, or driving conversions, having clear goals will help you measure the success of your content marketing efforts.

Your content marketing goals should directly support your broader business goals. For instance, if your business goal is to increase software subscriptions, your content goal might be to generate qualified leads.

Content marketing goals

Make sure your goals are specific, measurable, achievable, relevant, and time-bound. For example, a SMART goal could be to increase organic traffic to your product pages by 30% in six months. That’s why content solutions are the most reasonable SaaS marketing investment.

An integral part of this strategic framework involves identifying key performance indicators (KPIs) that effectively gauge the success of your goals. These could include website traffic, lead generation metrics, engagement rates, or conversion rates.

In some processes, artificial intelligence may be leveraged to reach optimal levels of performance. In SaaS marketing, ROI is important and any optimization possible is mostly pursued. It is obvious then that artificial intelligence can be used for lead generation, as well as other marketing efforts to improve performance.

3. Content Audit and Competitor Analysis

Before you start creating new content, take a look at what you’ve already got out there. Check all your content and see if anything is missing in your game plan. Additionally, analyze your competitors’ content strategies to understand what works in your industry and how you can differentiate your content. 

Begin by considering the state of all the content you currently have.  Assess its relevance, quality, and performance. Identify gaps and opportunities for new content. At this stage, a good content audit strategy can make or break your analysis.

Extend this analysis to your competitors’ content strategies. Look at the type of content they produce, the channels they use, and how their audience responds. Use this information to identify opportunities to differentiate your content.

Take a closer look at your content by doing a SWOT analysis (strengths, weaknesses, opportunities, and threats). It helps you see where your content stands in the market and spots areas that could use some improvement.

Some metrics to consider when auditing your content:

  • Organic Search Traffic (SEMrush)
  • Keyword Rankings (SEMrush)
  • Backlink Profile (SEMrush)
  • Pageviews or Pages/session (Google Analytics)
  • Average Session Duration (Google Analytics)
  • Bounce Rate (Google Analytics)
  • Pages per Session (Google Analytics)
  • Conversion Rate (Google Analytics)
  • Exit Pages (Google Analytics)

4. Content Creation

The heart of content marketing is content creation. This can include blog posts, whitepapers, ebooks, infographics, videos, webinars, and more. The key is to create high-quality, informative, and engaging content that addresses your audience’s needs and positions your SaaS product as a solution.

Develop a content calendar that outlines what content will be created, when it will be published, and on which channels. This plan should align with your marketing goals and customer journey stages.

Make your content a strong connection to the needs and interests of your audience in addition to being exceptional and well-researched. Make sure every content item contributes to informative, educating, or effectively addressing an issue.

Making your content search engine friendly is key to increasing its visibility. This involves using relevant keywords to help search engines understand and match your content to appropriate queries.


To be a SaaS-first content marketing agency, such as Brafton, you would want to provide many different content creation services, a wide variety of ungated and gated content, such as:


  • Content for SEO
  • Blogging
  • Copywriting
  • Business Copy
  • Article Writing


  • Animation
  • Explainers
  • Whiteboard
  • Corporate Video
  • Commercials
  • Production Services


  • Infographics
  • Web Design
  • UX Services
  • Interactive Infographics


  • White Papers
  • eBooks

5. Outlining Your Distribution Strategy

The distribution strategy is a crucial aspect of SaaS content marketing. It involves determining the channels and platforms for content publication and promotion, establishing a consistent publishing frequency, and monitoring and adjusting the distribution strategy as needed.

Identifying effective channels, including owned, earned, and paid media, is crucial.

Owned media refers to channels that your SaaS company owns and has full control over, such as your website, blog, and social media profiles. Earned media involves acquiring backlinks to your content through tactics like guest blogging and influencer partnerships. 

Paid media includes channels where you invest money to promote your content, such as social media advertising and sponsored content.

Whether you’re publishing SEO optimizied blog posts, social media content, or newsletters, maintaining a regular publishing schedule helps to keep your audience engaged and informed.

After implementing your distribution strategy, it’s important to monitor its performance and make adjustments as needed.

6. Measuring Content Performance

Evaluating the effectiveness of SaaS content marketing involves comprehensive performance measurement and tracking. Key performance indicators (KPIs), including website traffic, engagement, and conversions, offer insights into content impact, helping marketers find out what works and what requires improvement. 

Analyzing the effectiveness of content and distribution strategies unveils their strengths and weaknesses. This analysis informs the development of impactful content and the identification of high-performing distribution channels.

Embracing a data-driven approach, SaaS marketers utilize performance insights to optimize future content initiatives, aligning strategies with audience preferences. 

This continuous improvement cycle ensures informed decision-making for more successful and impactful content campaigns.

Mastering SaaS Content Marketing: Building a Strategy for Sustainable Success

SaaS content marketing is not just about creating content; it’s about creating the right content for the right audience at the right time. There are only a few marketing agencies really able to deliver top SaaS content marketing services.

By following these steps, SaaS companies can develop a content marketing strategy that matches the search intent, not only reaching their target audience but also driving meaningful results for their business.

Looking forward, personalized and informative content, coupled with strategic distribution, will remain crucial for sustained success .in the changing SaaS market.


Višnja is a passionate digital marketing advocate that works with Aleph as an author, contributor, and consultant to our clients. She has a degree in psychology and a knack for content marketing.

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