What is SaaS content marketing?

SaaS content marketing is a strategy SaaS (Software as a Service) companies use to plan, create and distribute content within their marketing channels. Without a good content marketing strategy, SaaS brands have a low chance of standing out from the competition and appearing as the #1 solution to their audience.

The aim of a SaaS content marketing strategy is to attract, engage, and retain customers. Content marketing ranges from blog posts, articles, videos, and tutorials, to e-books – all designed to answer questions and solve problems related to the software’s market.

Content will include clear calls-to-action (CTAs) to guide readers toward the next steps, whether signing up for a free trial, scheduling a demo, or subscribing to a newsletter.

SaaS content marketers plan what kinds of content need to be created, who it’s for, and how to get it in front of the decision makers. In a nutshell, they,:

• Do research: Understand the market and the target audience to find content needs and gaps.
• Create a content strategy: Decide on the types of content that will resonate with the audience, support the company’s goals, and appear in front of the right audience. SEO plays a big part here because keywords optimization and link building are two mediums though which you can successfully ensure your target audience sees your content.
• Lead creation and distribution: Sometimes, content marketers create the content or work with writers and creators. Then they figure out the best channels to distribute it, such as articles, social media, or email marketing.
• Track progress: Look at how well the content is doing and optimize/ adjust the strategy accordingly.

For a content marketing strategy to work in your favor your content marketer needs to understand the industry and the pain points of your target audience. Regular performance and team check ins, as well as customer feedback, are great ways to see if the strategy is aligned with the company’s vision and goals.

You can outsource SaaS content marketing if you’re a startup or a small team without the skills and resources to handle it in-house. Outsourcing to specialists or agencies who know the ins and outs of SaaS content leads to faster results with proven strategies. 

Our #1 rule for SaaS content marketing is quality > quantity. With all AI tools available today, SaaS businesses are often tempted to invest their budgets into low-quality content and “quick wins”.

However, judging by our experience, by prioritizing high-quality, informative, and engaging content over lower-quality pieces, we are establishing SaaS brands as thought leaders and authorities in their industry.

If you are on a tight budget we also advise SaaS companies to reach a certain milestone with one content format and then repurpose and focus on other content formats as well. Articles are a great starting point because they are comprehensive and easy to dissect into smaller bits when needed.