The 9-Step Roadmap for Success

I’ve spent the final decade serving to SaaS firms obtain actual progress via content material.

That’s included bringing in over $400K from a $1K content material finances. And finishing a venture 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 and marketing 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 levels of the client’s journey via a wide range of codecs. 

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

Like a video tutorial on constructing a assist middle, geared toward buyer success specialists who want a streamlined method to reply product questions.

Why Is Content material Advertising for SaaS Companies Vital?

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

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

• Prospects do plenty of analysis: SaaS consumers spend time understanding their downside, evaluating instruments, and on the lookout for steerage. In case your content material helps them alongside the best way, you are extra more likely to earn their belief.

• You’re not promoting to 1 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 value trusting. That’s particularly essential if you’re promoting one thing advanced or new.

• It additionally helps your gross sales staff: Content material solutions frequent 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 implies 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 submit or begin a podcast, observe 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 occupied with different content material.

Pay attention to this recommendation from FinTech author Vivek Shankar:

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

To do it proper, begin with:

• Nailing your messaging: It’s essential 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 straightforward to navigate and interesting helps guests discover what they need, perceive your choices, bear 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 very good job of positioning the platform as a software for reaching way more than only a visually interesting website.

They translate this message through 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, it is advisable to know what your viewers is truly doing. On the job and in actual conditions. 

So, reply these questions:

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

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

As an example, we not too long ago launched a research-driven content material marketing campaign focusing on a query prospects stored 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 Targets

The very best SaaS content material applications are centered on reaching one or two high-impact targets.

Right here’s how you could possibly method setting real looking and actionable targets based mostly on the place your organization is true now:

4. Grow to be an Professional on Your Product

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

When you understand how your product works, the place customers battle, and what they care about, you’ll be able to create content material that’s truly helpful and interesting. 

To grasp your product from the within out:

• Check options and doc friction factors
• Acquire help tickets to uncover frequent frustrations
• Attain out to your product staff with questions 
• Observe essential product and gross sales conferences

In the event you work with anybody else to create content material, be certain they’ve entry to this information 

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

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

5. Plan Content material That Strikes Patrons Ahead

From right here, plan your content material round two key areas: what your online business is making an attempt to realize and the place your consumers are of their determination course of.

Select related content material codecs based mostly on the important thing levels of their journey:

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

• Backside of funnel: Characteristic breakdowns, templates, software comparisons

• Retention: Information base, product use instances, workshops

Then, consider one huge concept that may gasoline content material at every of these levels.

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

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

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

It’s also possible to strive specialised instruments that use information to seek out low-hanging fruit content material concepts

For instance, the Subject Finder software in Semrush Content material Toolkit finds particular, data-backed angles your opponents miss. 

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

The software will recommend high-potential concepts your viewers is already trying to find, however most opponents haven’t coated effectively.

6. Set Up a Scalable Content material Creation Course of

Clear processes aid you develop your content material output with out burning out your staff or lacking deadlines. 

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

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

Outline the next:

• Position and possession: Who owns technique, writing, modifying, design, publishing, promotion, and efficiency?

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

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

These might cowl processes like key phrase analysis, modifying, writing, and extra.

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

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 downside, teaches one thing invaluable, 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 techniques or analyzing web site efficiency—so readers can see the software in motion with out feeling bought to.

To do this method, begin by figuring out resonating subjects the place you’ll be able to naturally combine your product:

• Deal with real-life challenges as a substitute 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 subjects 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 invaluable.

8. Use AI to Enhance High quality

AI may help you publish quicker, keep constant, and scale your content material efforts—and it’s potential to do all that with out dropping 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 here are some finest practices to maintain it thoughts:

To place this into observe, I take advantage of Semrush’s Content material Toolkit.

It combines AI with Semrush’s search engine optimization information to generate first drafts you’ll be able to 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 software will then create a full content material draft that attracts on aggressive information in your matter.

From right here, improve your content material by:

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

For instance, we regularly publish {industry} analysis at Semrush, and I take advantage of that authentic information when writing varied content material items. 

Identical to I did with this text on the prime content material advertising and marketing developments:

9. Decide Your Promotion and Distribution Technique

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

SaaS prospects have a tendency to make use of varied channels throughout their decision-making course of, together with search engines like google, 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: Increase prime content material through paid channels to increase attain, particularly for high-intent belongings like case research or studies

• Distribute via influencers or companions: Contemplate collaborating with people your viewers is aware of and trusts to achieve them extra authentically

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

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

Then, we used concepts and information 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 and marketing 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 targets.

In the event you observe this playbook, your content material could be equally high-performing and drive sign-ups. Shorten gross sales cycles. Retain prospects.

It’d change into the motive your SaaS firm grows.