The Basics of SaaS Content Marketing!

SaaS Content Marketing

SaaS stands for Software-as-a-Service. The Content Marketing Institute defines ‘SaaS content marketing’ as the ‘creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.’

This definition may sound a lot like content marketing in general, and that’s because the two are very closely related. SaaS content marketing can be seen as a subcategory of content marketing with a few key distinctions. For starters, SaaS content marketing is focused on a specific type of product: software delivered as a service, typically on a subscription basis.

So how does SaaS content marketing work? And what are the best practices that will help you achieve your business goals? This article will answer those questions so that you can develop a strong content marketing foundation for your SaaS business.

How SaaS Content Marketing Works

Because SaaS businesses are built on recurring revenue, they often have a longer sales cycle than other businesses. As a result, SaaS content marketing is focused on attracting and engaging target customers at each stage of the buyer’s journey, from awareness to consideration to decision.

The model of this business, therefore, makes Search Engine Optimization (SEO) very essential. Because SaaS businesses are often technology-driven, they must create helpful and informative content and ensure that it’s optimized for search engines.

When your content ranks well on Google, it increases the likelihood of your products being found. This means increased lead generation and sales. Today, you can outsource your SEO work. According to Grow and Convert, ‘You should think of technical SEO services as just a baseline housekeeping item, not an ongoing need and certainly not a key differentiator when deciding between long-term SEO partners.’

SaaS Content Marketing Best Practices

Here’s a look at some best practices to make your content marketing more effective.

1. Write For Your Target Audience, Not For Search Engines

One of the most common mistakes businesses make is creating content for search engines instead of their target audience. Yes, it’s important to optimize your content for SEO. But it’s even more important to create relevant, helpful, and interesting content for your target audience.

If you write for search engines, you risk creating content full of keywords and lacking substance. But if you write for your target audience, you’ll create content that’s more likely to engage and convert them.

But how do you know what type of content to create? And how do you ensure that your content reaches the right people? The answers to both questions lie in your target audience. To create engaging content for your target audience, you first need to understand who they are, their interests, and their needs.

It’s easier to create relevant content once you get a good understanding of your target market. But don’t stop there—you also need to ensure that your content is easily accessible. You can do this through search engine optimization (SEO).

2. Use Search Engine Optimization

As a SaaS company, you know that content marketing is essential to your success. After all, without content, you would have no way to attract new leads and convert them into customers. Search engine optimization (SEO) makes your content more visible and easier to find in search engines, like Google.

By optimizing your content for SEO, you can make it more visible on search engine results pages (SERPs), which will help you attract more website visitors. It may sound complicated, but optimizing your content for SEO is pretty simple. Here are a few tips to get you started:

Use Keyword-Rich Titles And Descriptions

Titles and descriptions are just as important as the actual content. These elements appear in search results, so they need to be keyword-rich and descriptive. Think about what someone would search for if they were looking for the kind of content you’re creating. Then use those keywords in your title and description.

Structure Your Content With Headlines And Subheadings

Headlines and subheadings help break up your content and make it easier to read. They also give you another opportunity to include keywords. As with titles and descriptions, think about what keywords someone would use when looking for the information you’re providing. Then use those keywords in your headlines and subheadings.

Use External And Internal Links

Linking to other relevant websites’ external links and your website’s pages’ internal links helps improve your SEO. Not only does it show search engines that your content is relevant, but it also helps to keep people on your website longer, which can improve your ranking.

Promote Your Content

There’s no guarantee that people will automatically find your content just because it has excellent quality. You need to promote your content effectively. There are several ways to promote your content; but some of the most popular nowadays include social media, email marketing, and paid advertising.

3. Be Consistent

One of the most important aspects of content marketing is consistency. This means posting new content regularly and promoting it consistently. It can be tempting to go all in on content marketing and burn out quickly. But it’s important to resist this temptation and commit to a long-term content marketing strategy.

4. Focus On Quality, Not Quantity

It’s also important to focus on quality, not quantity. Don’t post content for the sake of posting content. Instead, take the time to create well-written, well-researched, and helpful content. This will help you attract and engage your target audience and drive conversions.

Content marketing is more important to businesses than ever due to its ability to generate leads and convert them into loyal customers. Quality content can significantly improve a business’s prospects, which makes it all the more important for companies to hit the mark on their content production.

Videos, for example, are an effective type of content marketing; they are captivating, creative, and engaging for viewers. Working with a professional video production agency in Melbourne will help businesses get exactly what they’re looking for. From concept through production and post-production stages, experienced professionals in the video industry are well-equipped to create high-quality videos that capture their clients’ message and reach their target audience.

5. Measure Your Results

Finally, it’s important to measure your results. This way, you can see what’s working and what’s not, and make necessary changes to your content marketing strategy. Several metrics can be used to measure your content marketing success, including website traffic, leads, and customers.

The Importance Of SaaS Content Marketing

There are four main reasons SaaS content marketing is so important for your business:

It Helps You Reach Your Target Audience

As mentioned before, one of the steps of SaaS content marketing is studying your target audience to know what’s relevant to them. SaaS content marketing, therefore, helps you reach your target audience. It should generate leads that have the potential to convert into sales. Conversion is the second benefit of SaaS content marketing

It Helps You Drive Conversions

Ultimately, the goal of SaaS content marketing is to drive conversions. And while there are many ways to do this, one of the most effective is to create content targeted to each stage of the buyer’s journey.

For example, if you want to generate leads, create content designed to attract and engage your target audience at the top of the funnel. This content is typically educational and informative and is designed to help people learn more about your product or service. To convert leads into customers, you can create content designed to move people through the middle of the funnel. This content is geared toward influencing potential customers to buy your goods or services.

And finally, if you want to retain customers, you can create content designed to keep people engaged and interested in your product or service. This type of content aims to show potential customers how others have benefited from using your product or service. Creating content targeted to each stage of the buyer’s journey can move people through the sales funnel and ultimately drive conversions.


SaaS content marketing can be an extremely effective way to reach your target audience and build trust and relationships with them. If you are interested in getting started with SaaS content marketing, there are a few things that you will need to do, such as being consistent and monitoring your progress.

So what are you waiting for? Start developing your SaaS content marketing strategy today!

SaaS Content Marketing article and permission to publish here provided by Claire Glassman. Originally written for Supply Chain Game Changer and published on December 3, 2022.

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