The 9-Step Roadmap for Success

I’ve spent the final decade serving to SaaS firms obtain actual development by way of content material.

That’s included bringing in over $400K from a $1K content material finances. And finishing a undertaking that drove 200K+ product sign-ups with out spending a single dime on advertisements.

On this information, you’ll discover ways to construct SaaS content material engines that scale like that.

However let’s cowl some fundamentals first.

What Is SaaS Content material Advertising?

SaaS content material advertising means creating and sharing content material like blogs, movies, and extra to draw, convert, and retain customers for subscription-based software program merchandise.

For instance, Notion caters to numerous personas and phases of the client’s journey by way of a wide range of codecs. 

Every bit of content material is tailor-made to a particular consumer and their wants. 

Like a video tutorial on constructing a assist heart, aimed toward buyer success specialists who want a streamlined technique to reply product questions.

Why Is Content material Advertising for SaaS Companies Essential?

Utilizing content material advertising can entice your target market, construct belief, and persuade them to purchase.

Right here’s why content material advertising works so effectively in SaaS:

• Prospects do quite a lot of analysis: SaaS consumers spend time understanding their drawback, evaluating instruments, and searching for steering. In case your content material helps them alongside the way in which, you are extra more likely to earn their belief.

• You’re not promoting to at least one individual: B2B offers usually contain individuals from totally different groups, every with their very own priorities. Content material helps you communicate to every of them.

• Good content material builds authority: Sharing authentic insights or genuinely useful sources positions your SaaS model as one price trusting. That’s particularly vital if you’re promoting one thing complicated or new.

• It additionally helps your gross sales crew: Content material solutions widespread questions, highlights use instances, and removes doubt, so gross sales can deal with closing offers.

Take Zapier, for instance.

They share sensible, expertise-driven content material on their weblog, information base, social media, and different channels.

The end result? 

As of Could 2025, Zapier drives over 2.6 million natural visits per 30 days. Which suggests they entice a considerable variety of potential consumers from search outcomes alone.

Learn how to Create a Highly effective SaaS Content material Advertising Technique

Earlier than you write a single weblog put up or begin a podcast, comply with these steps:

1. Construct a Strong Basis for Your B2B SaaS Content material Technique

SaaS firms must have correct product pages and lead era kinds on their web site earlier than they even begin serious about different content material.

Pay attention to this recommendation from FinTech author Vivek Shankar:

“Many SaaS firms start with search engine marketing after which deal with the remaining, getting all of it backward. Your product comes first—get that story in place earlier than doing the rest.”

To do it proper, begin with:

• Nailing your messaging: It is advisable know precisely how your product solves consumer issues. So, your content material can reinforce this narrative. 

• Making a useful web site: A web site that’s simple to navigate and interesting helps guests discover what they need, perceive your choices, keep in mind your model, and convert.

• Create key pages: Construct foundational pages like your homepage, product pages, and have pages to obviously clarify what you do, who it’s for, and why it issues.

For instance, Webflow does a superb job of positioning the platform as a instrument for reaching way more than only a visually interesting website.

They translate this message by way of all core web site pages, just like the homepage:

Their different content material then reinforces this positioning by specializing in broader outcomes—like turning site visitors into income, operating experiments, and creating websites that drive actual enterprise outcomes.

2. Actually Know Your Viewers

SaaS content material that performs must be created for actual individuals, not imaginary personas.

You’ve seen them: 

“SaaS Sally, 32, loves productiveness instruments and needs to optimize her workflows.”

However in order for you your content material to work, you’ll want to know what your viewers is really doing. On the job and in actual conditions. 

So, reply these questions:

• What particular duties do they carry out day by day?
• What questions do they ask gross sales?
• What do they complain about in Slack channels or Reddit threads?

You could find this info by sitting in on demo calls and studying gross sales notes, and doing analysis in related communities.

As an example, we lately launched a research-driven content material marketing campaign concentrating on a query prospects saved asking throughout gross sales calls: Can AI content material rank in search?

Proving that AI content material can rank simply in addition to human-written content material—when accomplished proper—helped us handle a significant shopping for barrier. 

We additionally exceeded our conversion targets with none promotional finances.

3. Set Sensible Objectives

The perfect SaaS content material applications are targeted on reaching one or two high-impact objectives.

Right here’s how you can method setting real looking and actionable objectives primarily based on the place your organization is correct now:

4. Develop into an Skilled on Your Product

The perfect SaaS content material entrepreneurs act like product consultants and translators.

When you understand how your product works, the place customers wrestle, and what they care about, you possibly can create content material that’s really helpful and interesting. 

To know your product from the within out:

• Check options and doc friction factors
• Accumulate help tickets to uncover widespread frustrations
• Attain out to your product crew with questions 
• Observe vital product and gross sales conferences

For those who work with anybody else to create content material, be sure they’ve entry to this information 

For instance, I attend all product syncs to know each element in regards to the merchandise I promote. 

It helps me create content material that dives deep into instrument options. Like this latest webinar I hosted.

5. Plan Content material That Strikes Consumers Ahead

From right here, plan your content material round two key areas: what what you are promoting is attempting to realize and the place your consumers are of their determination course of.

Select related content material codecs primarily based on the important thing phases of their journey:

• Mid-funnel: Product workflows, product schooling, case research

• Backside of funnel: Function breakdowns, templates, instrument comparisons

• Retention: Data base, product use instances, workshops

Then, consider one large concept that may gas content material at every of these phases.

For instance, Relato coined the time period “Frankenstack” to call a typical ache level of messy content material operations and constructed a singular framework round it. 

That core concept was then used throughout totally different codecs and funnel phases, from weblog posts to founder posts selling the instrument on LinkedIn.

To seek out resonating content material concepts, acquire questions and considerations expressed throughout gross sales conversations, test buyer help inquiries, and analyze social media developments.

You too can attempt specialised instruments that use knowledge to seek out low-hanging fruit content material concepts

For instance, the Matter Finder instrument in Semrush Content material Toolkit finds particular, data-backed angles your rivals miss. 

All you’ll want to do is give it a high-level matter you’d prefer to deal with (e.g., “AI gross sales”). 

The instrument will counsel high-potential concepts your viewers is already trying to find, however most rivals haven’t lined effectively.

6. Set Up a Scalable Content material Creation Course of

Clear processes allow you to develop your content material output with out burning out your crew or lacking deadlines. 

As your publishing quantity will increase, good content material ops maintain issues organized and shifting ahead.

That’s why your content material operations needs to be easy, sturdy, and constructed to scale.

Outline the next:

• Function and possession: Who owns technique, writing, enhancing, design, publishing, promotion, and efficiency?

• Workflow: What are the precise steps from transient creation to publication? And the way does content material transfer by way of every stage?
• Objectives and metrics: What are you monitoring (site visitors quantity, rankings, conversions, and so on.)?

Then, develop commonplace working procedures (SOPs), checklists, and templates to your content material manufacturing processes. 

These may cowl processes like key phrase analysis, enhancing, writing, and extra.

As an example, we use standardized content material briefs to verify all key components are lined.

7. Organically Combine Your Product Into Content material

As a SaaS content material marketer, your edge is displaying how your product matches into actual use instances.

That’s the place product-led content material is available in.

 It solves an actual drawback, teaches one thing helpful, and naturally contains your product as a part of the answer.

Take Webflow’s weblog, for instance. 

Their content material connects product options to actual workflows—like scaling design methods or analyzing web site efficiency—so readers can see the instrument in motion with out feeling offered to.

To do this method, begin by figuring out resonating matters the place you possibly can naturally combine your product:

• Deal with real-life challenges as an alternative of writing generic how-to guides
• Analyze product-related questions requested throughout gross sales conversations
• Ask your customers on to study their wants

For instance, I usually electronic mail our prospects to ask which content material matters matter most to them.

This helps us create product-led items that handle actual challenges and showcase our instruments in a approach that’s each related and helpful.

8. Use AI to Enhance High quality

AI may also help you publish sooner, keep constant, and scale your content material efforts—and it’s attainable to do all that with out shedding high quality.

The important thing isn’t simply utilizing AI. It’s utilizing it effectively to create AI content material that may rank extremely. 

Listed below are some greatest practices to maintain it thoughts:

To place this into observe, I exploit Semrush’s Content material Toolkit.

It combines AI with Semrush’s search engine marketing knowledge to generate first drafts you possibly can refine utilizing the built-in weblog editor and AI chat.

First, add a content material matter and specify parameters like your most well-liked model voice, title, and content material size. 

The instrument will then create a full content material draft that attracts on aggressive knowledge to your matter.

From right here, improve your content material by:

• Weaving in your distinctive experience and standpoint
• Including quotes and insights from subject material consultants (SMEs)
• Together with real-world examples
• Conducting and showcasing authentic analysis (when attainable)

For instance, we regularly publish {industry} analysis at Semrush, and I exploit that authentic knowledge when writing varied content material items. 

Similar to I did with this text on the high content material advertising developments:

9. Decide Your Promotion and Distribution Technique

Determining the way you’ll share your content material throughout channels is vital for reaching as many goal prospects as attainable. 

SaaS prospects have a tendency to make use of varied channels throughout their decision-making course of, together with search engines like google and yahoo, industry-specific web sites, and social media

And also you need to be in every of these touchpoints. 

Right here’s what you are able to do to increase your attain:

• Repurpose for various platforms: Adapt content material items into codecs that work on different channel: e.g., repurpose a podcast episode right into a LinkedIn carousel

• Use paid and natural collectively: Enhance high content material by way of paid channels to broaden attain, particularly for high-intent belongings like case research or experiences

• Distribute by way of influencers or companions: Take into account collaborating with people your viewers is aware of and trusts to succeed in them extra authentically

For instance, I broke down our AI search engine marketing analysis right into a content material collection.

First, I used the analysis to create three separate articles:

Then, we used concepts and knowledge factors from these items to create social media content material.

Succeeding in SaaS Content material Advertising

The businesses that win at SaaS content material advertising are those who know precisely why they’re creating content material, who they’re chatting with, and the way each asset ties again to their objectives.

For those who comply with this playbook, your content material may be equally high-performing and drive sign-ups. Shorten gross sales cycles. Retain prospects.

It’d turn into the cause your SaaS firm grows.