How to Create a SaaS Content Marketing Strategy in 2023

How to Create a SaaS Content Marketing Strategy in 2023

Stefan Nedeljković


 min read

SaaS content marketing is an innovative strategy that SaaS providers use to attract, engage, and convert their target audience into loyal customers. While similar to other marketing strategies in their objective to generate leads and drive conversions, this approach is unique in its focus on the specific needs and challenges of SaaS users. 

Firstly, SaaS companies offer both technology and services. Furthermore, the differentiation also lies in the complex, technical nature of SaaS products and the ongoing customer relationships they demand. Namely, content marketing for SaaS must also account for free trials and product demos that enable businesses to test products and services. 

As such, the right approach to marketing strategy for SaaS products demands compelling, value-rich content that explains the software's functionality while demonstrating its tangible benefits, thus building a long-term relationship between the user and the provider. 

Join us as we describe the aspects of content marketing for SaaS companies and ways to formulate a strategy that works. 

Understand Your Target Audience

Sales teams often face the challenge of chasing unqualified leads, thus wasting time and resources. To address this, create an ideal customer profile (ICP), a detailed snapshot of your target customers' habits and decision factors. Get to know your potential users' needs, challenges, and preferences. 

Furthermore, by understanding who your clients are and what they want, you can create content that addresses their pain points and showcases your software's benefits. The process entails detailed audience research, including analysis of demographics, online behavior, and user feedback. 

Make this ICP accessible to all revenue-focused departments so that their efforts can be aligned, especially in creating relevant content ideas for SaaS companies. Gather insights through customer and sales team interviews, and leverage online communities for customer data if the budget permits it. 

An email sequence can further provide insight into customer objections. Use customer feedback to inform your content strategy, addressing common concerns to expedite future sales cycles. Finally, consolidate your findings in a spreadsheet for analysis and ideation, creating a database with all relevant information. 

Pick Out the Right Keywords

In the realm of B2B SaaS content marketing, the selection of keywords is critical to success. At each stage of the customer journey, individuals utilize specific search terms to gather necessary information. They could range from initial problem-solving inquiries prior to brand awareness to queries regarding product usage tips, customer service solutions, or instructions for renewal post-purchase.

By discerning keywords representative of each stage in the customer journey, businesses can develop targeted content to satisfy their customers' needs at every point. As a result, marketing effectiveness, sales, customer satisfaction, and retention will improve.

Efficient keyword research calls for the use of strategic tools. Among the most impactful are:

  • Ahrefs: This user-friendly tool facilitates site SEO performance audits, competitor analysis, and topic analysis. It also supports link-building strategies.
  • Google Keyword Planner: This fundamental tool enables generating related phrases from a target keyword, identifying the volume of traffic generated by a specific phrase, and assessing terms based on cost and competition.
  • Semrush: The all-encompassing tool is aimed at marketing professionals. It has features akin to Ahrefs, including the ability to audit competitor performance and backlink profiles.
  • Moz: The comprehensive SEO toolkit rivals Ahrefs and Semrush. It offers advanced keyword research, site audits, rank tracking, backlink analysis, and robust support through online tutorials.

With the help of these tools, you can come up with valuable B2B SaaS content ideas and the types of content formats and pages you need. 

Establish Campaign Goals and Metrics

Before deploying your keyword-oriented content, it's essential to define clear, measurable goals for your campaigns. In turn, this enhances alignment with your broader marketing objectives and facilitates campaign evaluation.

The best way to measure the success of your SaaS content marketing campaign is to have clear key performance indicators (KPIs), such as unique visitor count, session duration, and bounce rate, applied universally across content marketing. However, the SaaS industry also requires specific metrics, including free trial registrations, software demo requests, customer acquisition cost (CAC), and lead conversion rate (LCR).

Understanding both CAC and LCR, in conjunction with traffic volume, allows you to predict the investment needed for a set number of conversions and the associated revenue. Moreover, it provides insight into which content yields the highest conversion rates, guiding your promotional efforts.

Produce Proper Content That Drives Conversion

Some SaaS content marketing statistics say that more than two-thirds of all Google searches end without a click, which affects traffic considerably. 

A systematic production process enhances efficiency. The process encompasses steps like researching audience-related topics, establishing a content calendar, recruiting creative talent, producing and refining content, and scheduling publications, all of which can lead to users actually clicking on your links. 

Incorporate a variety of mediums and types of SaaS content like short and long-form blogs, how-to guides, e-books, images, and videos. Each piece of content should have a clear goal, whether it's increasing brand awareness, generating leads, or educating your audience. Taking the time to address audience pain points ensures your content resonates with market needs.

Keep an Eye on the Results and Make the Changes When Needed

The success of SaaS enterprises often hinges on constant monitoring and evaluation of key business metrics. This is particularly true for emerging businesses seeking to establish a solid user base.

The following key metrics warrant close attention:

  • Lifetime value (LTV): This metric provides insights into the average revenue each customer brings to your platform. Enhancing retention rates is an effective way to increase LTV.
  • Customer acquisition cost (CAC): It captures the total cost associated with acquiring a new customer. It's a useful gauge of your marketing efficiency.
  • Customer churn rate: This rate reflects the number of users leaving your service within a given period. A high churn rate often signals customer dissatisfaction.
  • Monthly recurring revenue (MRR): This represents the monthly revenue from your customers. While a higher MRR is desirable, it should not be the sole metric of success. It's more beneficial when viewed in tandem with factors like LTV and churn rate.
  • Retention rate: This is the proportion of customers who remain with your services over time. A higher retention rate implies stronger customer loyalty.

Monitoring these metrics in your SaaS content marketing strategy allows you to fine-tune your approach, ensuring your content marketing for SaaS is effective and customer-centric.


Constructing an effective SaaS content marketing strategy involves several steps. Initially, understanding your target audience is essential, which requires creating an ideal customer profile and generating actionable content ideas for SaaS companies. 

Subsequently, it's important to identify the right keywords and establish campaign goals and metrics that align with your business objectives. SaaS content writing that is high-quality and goal-oriented is the next critical step and requires a systematic approach.

Finally, it's vital to monitor your results and adapt your strategy when required. If you feel slightly overwhelmed by the requirements of the endeavor, hiring a content marketing agency to handle the project can be a wise move. 


What is SaaS content marketing?

SaaS content marketing refers to the use of content creation and distribution by Software as a Service (SaaS) companies to attract, engage, and convert their target audience into customers. 

What is SaaS in content writing?

SaaS in content writing is the act of generating engaging and useful content that caters to the needs of potential SaaS users.

How do I create content for SaaS companies?

Start by understanding your target audience and their needs. Identify the right keywords, set campaign goals, and then produce high-quality, SEO-friendly content that addresses your audience's pain points. Monitor your results and adjust your strategy as needed.

How does content marketing benefit SaaS companies?

Content marketing can help SaaS companies increase brand awareness, generate leads, improve customer retention, and drive sales.

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