In the ever-evolving landscape of SaaS, content marketing has emerged as a powerful force driving customer acquisition and revenue growth. You can transform your content marketing efforts into a results-driven machine by leveraging proven strategies and staying ahead of the curve.

In this blog post, we’ll explore ten proven strategies for SaaS content marketing success in 2023, providing you with the knowledge and tools to elevate your content marketing game.

Short Summary

The Power of SaaS Content Marketing

A group of people discussing content marketing strategy

SaaS content marketing is a powerful strategy that helps businesses promote their products and services through various content formats, including:

  • Blogs

  • Newsletters

  • Emails

  • Social media

  • Videos

  • AR & VR experiences

  • Podcasts

  • Infographics

SaaS content marketing aims to attract and retain customers, build brand loyalty, and drive revenue growth. Focusing on the audience and their needs is essential to achieve this, as it allows businesses to deliver high-quality educational content and map out the entire customer journey.

Maintaining consistency in SaaS content marketing is crucial for creating a lasting impression. A single remarkable post may grab attention, but consistent, high-quality content will keep your audience engaged and coming back for more. To ensure consistency, content marketers should prioritize growth and leverage various tools to streamline marketing efforts. Some tools that can help businesses optimize their marketing efforts include:

  • Maze for user research

  • Hubspot for the CMS and  in-app content

  • Cloud Campaign for social media management

  • Content Shake for content marketing automation

The SaaS content marketing industry faces unique challenges, including the complexity of solutions, extended purchasing cycles, and the necessity for education. SaaS companies often rely on strategies like inbound marketing to overcome these challenges. By focusing on search engine optimization (SEO), businesses can make their content easily discoverable through search engines like Google, where most people find content, especially in B2B SaaS.

A successful SaaS content marketing strategy encompasses various marketing channels, such as:

Collaborating with a SaaS content marketing agency like Goal Based Marketing can further amplify your marketing efforts and ensure your brand stays visible and recognized in digital and social media marketing.

Essential Elements of a Successful SaaS Content Strategy

An image illustrating the importance of saas content marketing in a successful SaaS content strategy.

To build a successful SaaS content strategy, it’s crucial to focus on three essential elements: identifying your target audience, setting measurable goals, and emphasizing quality over quantity.

Let’s dive deeper into these components and explore how they contribute to a robust SaaS content strategy.

Identifying Your Target Audience

Understanding your target audience is the foundation of a successful SaaS content strategy. By creating buyer personas and collecting customer intelligence, you can gain insights into your audience’s needs and pain points, allowing you to create content that resonates with them and addresses their requirements.

One way to achieve this is by implementing the Customer-Content Fit framework, which helps you produce content tailored to attract your ideal customers. Obtaining customer insights can be achieved through various strategies, such as:

  • Analyzing LTV users

  • Consulting a product marketing manager

  • Examining customer support tickets

  • Arranging meetings with customers

Remember that the typical buying process for SaaS involves multiple steps and various stakeholders, including decision-makers, users, and influencers.

Setting Measurable Goals

Setting measurable goals is another critical component of a successful SaaS content strategy. Some of the most advantageous objectives for SaaS content marketing include brand recognition, website traffic, visits, and lead acquisition. To identify your conversion keywords, collaborate with your PPC team during the keyword research process, as they have access to valuable data on the keywords they’re bidding on and the search queries that yield successful conversions for your company.

When publishing blog posts, it’s essential to strike the right balance between quality and quantity. A recommended frequency for publishing is one to five blog posts per week, depending on your industry and audience. This ensures that your content remains fresh and engaging while not overwhelming your audience with too much information.

Emphasizing Quality Over Quantity

Quality is paramount in SaaS content marketing, as it facilitates the generation of organic traffic. To create high-quality content, you can:

  • Implement a quality control process

  • Utilize AI writing tools like ContentShake

  • Get creative with content by using tools that suggest ideas, generate outlines, and write blog posts using data-driven insights

These strategies can help you produce engaging and valuable content for your audience.

Originality Nuggets and the Specificity Strategy are two techniques that can help transform generic posts into remarkable content. However, finding highly competent writers can be challenging, so investing time and resources into identifying and nurturing talent that can create top-notch content is essential.

Search Engine Optimization (SEO) for SaaS Content Marketing

A person using a laptop to optimize content for search engine

SEO plays a crucial role in SaaS content marketing, as it helps companies utilize search engines like Google to reach a larger audience. By targeting various types of keywords, such as use case keywords, template or checklist keywords, and pain point phrases, businesses can ensure their content is discoverable and relevant to their target audience. Recommended keyword research tools for SaaS content marketing include Ahrefs and Semrush, with Keysearch as a budget-friendly option.

These tools can help businesses identify opportunities where they’re not yet ranking and where search results do not overlap with a keyword already targeted. Additionally, leveraging “[competitor] vs. [competitor] vs. [brand]” content can present an opportunity to capitalize on the search volume of individuals comparing competitors and insert your brand into the list of options being considered by prospects.

The most frequent means of locating content in SaaS, especially in B2B, is through Google. Therefore, SEO optimization is essential to ensure that all of the content on your website's landing pages can be found through Google search. By focusing on SEO, you can increase your brand’s visibility and reach a wider audience, ultimately driving more traffic and conversions.

Leveraging Different Content Formats

A person using different content formats to create content

Utilizing various content formats can help SaaS businesses address the unique needs of different audience segments and cater to multiple learning preferences. Some examples of content formats that can be used include:

  • Blog posts

  • Interactive videos

  • Guides

  • Ebooks

Creating tailored content for SaaS companies allows them to provide more targeted and relevant information, enhancing the overall user experience in the competitive SaaS business landscape.

Generating distinct and pertinent visuals for SaaS content can also significantly enhance the value and appeal of your content. By incorporating eye-catching visuals and graphics, you can make your content stand out and attract more attention from users, leading to increased engagement and sharing.

Building a SaaS Content Calendar

A person creating a content calendar for a SaaS content strategy

A content calendar is essential for planning, scheduling, and managing your SaaS content marketing efforts. It helps ensure a consistent and organized approach to content creation and a distribution strategy. To create a content calendar, outline the topics to be covered, the frequency of content, and the channels to distribute.

Content management systems (CMS) can be utilized to schedule and manage content effectively. These solutions allow for tracking deadlines, timely publishing of content, and assessment of successful content marketing performance.

Maintaining a content calendar ensures that your content marketing efforts are well-coordinated and consistently deliver value to your target audience.

Promoting Your SaaS Content

A person promoting SaaS content on different channels

Promoting your SaaS content through various channels is crucial for reaching a wider audience and driving traffic to your website. The three primary content distribution methods are owned channels, earned media, and paid channels. By leveraging these channels, you can effectively increase the visibility and reach of your content.

It’s essential to begin with one marketing channel and become proficient before incorporating additional channels into your content promotion strategy. This ensures you can effectively manage your marketing efforts and achieve the best results. Promoting disruption stories online communities can also be an effective strategy, using paid social media campaigns such as Facebook ads and promoted Tweets to increase visibility.

Analyzing and Measuring Content Performance

A person analyzing content performance data

Regularly analyzing and measuring the performance of your SaaS content is crucial for optimizing your content marketing strategy. By defining a business metric to measure and using tools like Google Analytics, you can gain insights into how your content performs and make data-driven decisions to improve your efforts.

To ensure the accuracy of content performance measurement in Google Analytics, it’s essential to utilize various attribution models and strategies. Monitoring progress and producing consistent reports can also help you ensure that your content marketing efforts produce the desired results.

Collaborating with Industry Influencers

A person collaborating with industry influencers

Collaborating with industry influencers and thought leaders can significantly benefit your SaaS content marketing efforts. Creating co-branded video content, guest posts, and interviews can increase your brand’s credibility and reach a wider audience. Thought leadership is essential for SaaS brands to establish brand recognition and cultivate a supportive community.

Notable figures in the SaaS industry include:

  • Jason Lemkin

  • Dharmesh Shah

  • Hiten Shah

  • Rand Fishkin

  • Aaron Ross

By engaging with these influencers and creating content together, you can tap into their expertise and improve the quality of your content. This, in turn, can lead to increased engagement and sharing among your target audience.

Repurposing and Updating Existing Content

A person repurposing and updating existing content

Repurposing and updating existing content is a powerful strategy for extending its lifespan, improving its relevance, and maximizing its value to your audience. By transforming your content into different formats and adapting it for various channels, you can reach more users and cater to their preferences.

Updating existing content can involve incorporating new data, refreshing old data, and optimizing visuals. Examples of repurposing and updating content include creating an infographic from a blog post, updating an old blog post with new information, and generating a video from an existing podcast.

Repurposing and updating your content can maximize your existing resources and keep your audience engaged with fresh, relevant information.

Staying Ahead of SaaS Content Marketing Trends

A person staying ahead of SaaS content marketing trends

Staying ahead of SaaS content marketing trends is essential to remain competitive in the constantly evolving digital landscape and ensure your content marketing approach is current and effective. Some major SaaS content marketing strategy trends include focusing on key performance indicators (KPIs) when creating content, emphasizing SEO, and investing more in content teams.

To stay updated on the latest SaaS content marketing trends, keep abreast of industry news, attend relevant conferences, and engage with other professionals to refine your content marketing strategy. By staying informed and adapting to changing trends, you can continuously improve your content marketing efforts and achieve tremendous success in the SaaS industry.


In conclusion, SaaS content marketing is a powerful tool for attracting and retaining paying customers, building brand loyalty, and driving revenue growth. You can make a successful SaaS content strategy by focusing on essential elements such as identifying your target audience, setting measurable goals, and emphasizing quality over quantity.

Leverage SEO, different content formats, and collaboration with industry influencers to maximize your content’s reach and impact. Stay ahead of SaaS content marketing trends and continuously analyze and measure your content’s performance to optimize your strategy. With these proven strategies, you’ll be well on your way to SaaS content marketing success in 2023.

Frequently Asked Questions

What is SaaS Content marketing?

SaaS content marketing is a form of inbound marketing that focuses on providing relevant content to the right customers at the right time. It’s an essential element of SaaS marketing that helps customers understand the product better and is implemented through consistently creating and distributing value-packed content.

Content marketing is a powerful tool for SaaS companies, as it helps build customer trust and loyalty, and can be used to drive conversions. It also helps to establish a brand identity and create a positive customer experience.

What are the benefits of SaaS Content marketing?

SaaS content marketing services can help your business boost visibility and reach a wider audience with engaging informative content. It is also cost-effective and allows you to build long-term relationships with potential customers without hard-selling.

Repurposing your content also helps maximize its value.

What is SaaS in content writing?

SaaS Content Writing is creating informative material to educate potential customers on how a product can help them solve their problems, making their lives easier. It enables the target audience to understand how SaaS products can solve their needs.

How do you create a SaaS Content strategy?

To create an effective SaaS content strategy, identify your target audience, analyze their pain points, and perform keyword research with search intent in mind.

Produce and distribute quality content that helps your customers solve their problems while setting measurable goals and tracking results for optimization.

What is the main purpose of SaaS content marketing?

SaaS content marketing primarily aims to attract and retain customers, build brand loyalty, and drive revenue growth.

Tom Burchnell
Post by Tom Burchnell
August 8, 2023
Tom Burchnell is a seasoned marketing executive passionate about powering startups to success. With a robust background in both B2B and B2C marketing, Tom has built an impressive career through his strategic insight, adeptness at product positioning, and masterful development of go-to-market strategies. His strengths lie in identifying untapped opportunities within the competitive startup landscape, devising tailor-made strategies to maximize potential, and transforming data into actionable marketing initiatives. Tom has a strong record of driving significant revenue growth, a testament to his skills in product marketing, growth marketing, and brand marketing. Renowned for crafting compelling content that resonates with diverse audiences, Tom is adept at bridging the gap between brands and their target consumers. He is a dynamic force within the marketing realm, continuously striving to push boundaries and foster growth for ambitious startups. His experience at leading fintech and proptech startups and his consultative roles across various sectors lend a unique perspective to his marketing approach. With Goal Based Marketing, Tom is dedicated to helping startups navigate their growth journey, providing them with personalized, result-oriented marketing strategies.