10-Step SaaS Content Marketing Guide to Increase Organic Traffic 28x

All of the top SaaS tools and products have one thing in common – a stellar content marketing strategy.  

They get millions of views on their blogs every month and are deemed authorities in their niche. This is all thanks to their quality, strategic content, which drives organic search, quality leads and conversions.

As the leading content marketing and SaaS SEO agency, we have helped SaaS clients like Postalytics increase their organic traffic by 28 times and others grow organic site traffic by 500%.

We know how to get results from content marketing and are ready to share these insights with you today.

What We'll Cover:

What is SaaS Content Marketing? 

SaaS content marketing involves creating and promoting content to attract, educate, convert, and retain customers for your SaaS business. 

An effective SaaS content marketing strategy involves answering key questions and crafting a strategy based on the outcomes. Some great starting points are:

• Who is my target audience?
• What kind of content will appeal to them? Which channels should we promote this content to reach our audience?
• What does the word “consistent” mean for our brand? Does it mean producing an article every week or more?
• How are we planning to create content for each stage of the funnel? Should we focus more on one stage than the others?

Note that content marketing isn’t limited to creating blog or article content. The best SaaS companies adopt an all-encompassing strategy encompassing various media and marketing channels. They target a wider audience by focusing on content like videos, infographics, podcasts and ebooks.

Why Is Content Marketing for SaaS Companies Different?

Whether you want to create a B2C or B2B SaaS content marketing strategy, you must be mindful of five important reasons why SaaS content marketing is more complex and different. 

1. B2B and even complex B2C SaaS products have long sales cycles and often involve many decision-makers, so you need a set content strategy for the different stages.
2. As the SaaS model is based on recurring payments, you need to retain your customers and continuously provide helpful content to them.
3. Because your product is intangible, your SaaS content marketing strategy must address buyer hesitation and common queries.
4. As your business is online, prospective buyers search for your product or services on engines such as Google, making search engine optimization an important part of your content strategy.
5. As there is a lot of competition in the SaaS field, a robust content strategy is essential for building trust and credibility in your brand.

What are the Benefits of SaaS Content Marketing?

Almost every SaaS company prioritizes content as a part of its SaaS marketing strategy. Why? Because the benefits of getting into the top search results for their niche keywords are priceless. Content marketing also costs 62% less than outbound marketing and generates over three times as many leads.

If that’s not enough to convince you, here are some other results you can expect through content marketing for SaaS: 

Stronger Brand Credibility 

If your brand is on the first page of Google for all important keywords, it signifies that your brand is an important authority leader in your niche. This visibility makes your SaaS product more credible to your target customers. 

Showcase Your Value

At various points of the customer journey, potential users may be unsure whether to try your product or move from a free user to a paying subscriber. Content marketing allows you to create materials that speak to them directly. These could be customer success stories, case studies, or collections of testimonials. 

Showcase Your Product’s New Features 

Effective content marketing allows you to discuss product updates and helps your existing customers gain more advantages from subscribing to your tool.

ClickUp provides an entire category for feature releases, which discusses new updates and announcements. Product-led content can also provide value to your readers and generate qualified leads for your business.‍

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Maximize ROI Within Your Budget 

Unlike paid ads, which only deliver as long as you pay, you can enjoy long-term results from your content marketing strategy. For example, a popular guide you created could bring in leads even two years after it was published. This indicates that even with a low budget, you can maximize ROI with this strategy. 

Guide More Leads Towards Conversion 

If you study the content created by great SaaS companies like Ahrefs, you’ll see that they strategically place their product or features in every article. This way, when someone reads those articles, they think, “I can use this tool to solve my problem.” Strategic content marketing can guide more visitors and drive higher conversions. 

Reduce Customer Churn 

In the SaaS industry, you’re not selling a one-time subscription. To keep your revenue stable, you must retain your customers so they continue paying monthly or yearly. You can reduce customer churn by providing your existing customers with valuable and actionable content that helps them solve their problems consistently. 

Foster Relationships With Your Customers   

Building and nurturing customer relationships is crucial to having a loyal community of fans for your brand. With content marketing strategies like email marketing, you can foster relationships with your customers and keep engaging with them on various platforms. 

10 Steps to Create Your Winning SaaS Content Marketing Strategy 

So, how do you create a stand-out SaaS content strategy? We've detailed a 10-step guide that will help you create an effective SaaS content marketing strategy. Let’s get started.

1. Define Your Content Marketing Goals 

Without a specific goal or objective, your team will create haphazard content that will not result in conversions. So, before you begin creating content, you need to clarify why you are making it in the first place. 

Here are some overall SaaS marketing goals you can build upon:

‍ Before creating a goal, define your objectives first. These objectives could be: 

• Increasing ranking on search engines and improving brand visibility
• Driving more traffic to your website, blog, and social media profiles
• Building trust and credibility by showing your expertise in the field
• Getting backlinks from authority sites
• Lead generation and nurturing
• Increasing free trials and then converting them into paid customers
• Engaging existing customers

Once you have defined your overall objective, you can define a SMART (Specific, Measurable, Attainable, Realistic, Time-bound) goal. 

For example, if your overall objective for this quarter is “getting backlinks from authority sites,” a SMART goal would be: 

Getting 20 backlinks from authority sites (with a DR above 70) for the keyword ‘project management’ in this quarter. 

You can create goals for all your objectives and track them with relevant KPIs. These KPIs could be organic traffic for blogs, free trial registrations, demo requests, search engine rankings, downloads for lead magnets, newsletter subscribers, and so on. 

2. Identify Your Ideal Customer Profile 

Knowing your customers’ motivations, behaviors, and requirements is essential for compelling content. That means you need to know your target market and understand them deeply.

To form an ideal customer profile, you can get answers to the following questions: 

• What kind of companies/individuals do we target?
• What is the approximate budget of the user?
• Which other SaaS products do these users utilize? Can we help integrate those with our tool?
• What problems are they looking to solve?
• On what content/social platforms are they most active?
• Which content formats do they ideally prefer?
• Which websites/social media profiles do they regularly follow?
• What are their demographics (age, gender, income, etc.) and psychographics (goals, interests, motivations, etc.)

To find these answers, here are four methods you can resort to. 

• Participate in online communities where your target audience is active, such as Quora, Reddit threads, LinkedIn groups, etc. 
• Touch base with the teams that interact with customers, such as sales, customer support, product, etc., and ask for data on existing customers. 
• Distribute surveys and interview existing customers to get to know them better.
• Conduct competitor research and find out the kind of customers they are targeting. You can do this by looking at their published articles, the audience interacting with their content, etc.

3. Select the Right Content Types 

Before finding keywords or producing content, you must determine the right content types for your audience. Here are several content types you can start with.

Blog Posts 

While prospects might not be aware of your SaaS tool, they might actively seek information to solve an existing problem. When you create how-to guides and articles that help uniquely solve this problem, you attract more leads.  

Blog posts can cover all kinds of topics (guides, news, opinion, thought leadership, etc.) and take various formats (long form, listicles, step-by-step breakdowns, etc.) They are one of the most critical parts of the overall content marketing strategy! 

Shopify is a SaaS brand that creates blog posts that add value to the reader throughout the customer journey. 

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Use Case / Industry Pages

One of the first things you should create on your website, after your standard product feature pages, is use case and industry pages. These pages essentially tell visitors what your product is for and who it’s for.

We created this for one of our clients, Kurve.

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The extra benefit here is that these verticals, the pages within, and the navigation created to host them are all great for SEO performance and positively impact user experience and search engine ranking.

Alternative Pages

A great strategy in the content creation journey is to start with content designed for those almost ready to purchase. Chances are, many other tools like yours are already available (these are your competitors).

An effective SEO tactic is to create “vs” or “alternative” pages.

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This is simply creating pages where you compare your product to one of these competitors, detailing where you overlap, and any USP or features your product or service has that the others don't. It would look something like this:

It can look something like this:

• Your Product vs Competitor
• Your Product vs Competitor: Which Is Best for [Industry]
• Your Product vs Competitor: Which Is Best for [Use Case]
• Your Product vs Competitor 1 and Competitor 2

This content type is a great way to compare features and pricing, and an opportunity to showcase who you serve and what makes your product the best choice for that purpose. 

Videos  

Did you know that 83% of consumers want to see more online video content from brands? With more people scrolling through shorter video formats like reels and TikToks, you can jump on this trend to get more engagement. You can even experiment by repurposing your guides to video tutorials and sharing them on YouTube.

HubSpot is one brand that regularly creates educational videos for its audience. 

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Ebooks 

Instead of giving all the information for free, many SaaS companies create ebooks and use them as lead magnets. For example, if there’s an article on project management, you might choose to promote your ebook on “Best project management techniques from the best in the field.” In return, you might ask them for their email address. 

Here’s an example from Semrush. 

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4. Effective Keyword Research 

To rank higher, your content needs to find the keywords your target audience is searching for. While some companies start with topics and then search for keywords, others do the opposite. 

Whichever route you choose, subscribe to keyword research tools like Ahrefs. You can even supplement it with a free tool like Google’s Keyword Planner. 

Let’s take the example of a project management tool to understand how to proceed with the research. 

Type the term “project management” into your tool. 

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You can add modifiers/filters to find keywords for different buyer stages. These could include a guide, tutorial, how, why, what, examples, tools, etc. 

You can play around with the “Keyword Difficulty” part to find easier topics or keywords that you can target for your content strategy. 

Here are some best practices you can follow while conducting keyword research: 

• If you are just starting, prioritize content creation around less difficult keywords, as you can realistically rank for them.
• Use the keyword in the blog title and URL. Keep your URLs short and simple so that Google can understand your content.
• Include secondary long-tail keywords in your content. This will strengthen your blog posts, and you can build topic clusters with these keywords.
• If you use a keyword for a certain topic, ensure that the topic matches the search intent. For example, when people search for “project management best practices,” they want to get information on managing projects efficiently. If you talk about your product exclusively in that article, you’ll see a lot of bounce rates.

It’s important to note that keywords mean nothing if your content doesn’t deliver on them. That means you also need to focus on creating SEO-optimized content. 

5. Define Your Campaign Goals and Success Metrics

You don’t want to keep investing money in marketing tactics or strategies that don’t bring results. The only way to find this is by setting KPIs and metrics and tracking them regularly. 

Here are some success metrics that you can implement: 

• What is the number of free trial registrations you’re getting? You can segregate the requests from your blog or resource guides to determine the effectiveness of your content.
• What monthly traffic are you getting for your blog page and use case page, and where does it come from?
• Do you see increased organic rankings because of your SaaS content marketing efforts? Has your website’s overall rank improved? Have any of your blogs reached the first few SERP?
• Is your Customer Acquisition Cost (CAC) in line? How does this cost compare with the returns you’re getting from acquiring each customer?
• Have you noticed an uptick in your backlinks? Are you getting backlinks from any quality sites?

One way to improve these metrics is to offer free resources such as lead magnets. Take HubSpot’s recently published article, “How to create a social media calendar to plan your content.”

At the beginning and the end of the article, they have a unique CTA. 

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When someone opts to receive this ebook, HubSpot can store their email address and use it to retarget or push them down the sales funnel.

While you may not have the bandwidth to create free resources for each article you post, you can experiment with these for a few articles and see how they go. 

6. Build an Effective SaaS Content Marketing Funnel

SaaS products, especially in B2B, sit in the high-consideration category. With multiple stakeholders involved in every purchase decision, your content needs to meet different informational needs at each touchpoint.

That’s why a full-funnel content strategy isn’t optional. It’s foundational. It's all about creating valuable content that brings people into your funnel (also known as inbound marketing) and then continues to nurture them with your strategy until they convert to paid users.

Below is a simplified SaaS content funnel, with examples of what to publish at each stage.

Awareness: Identify the Problem

At this stage, your audience is problem-aware but solution-agnostic. They know they’re facing a challenge, but don’t yet know the fix.

Content to publish:

• Beginner how-tos
• Industry guides
• SEO-optimized blog content
• Intro videos
• Trend reports

Interest: Exploring the Landscape

Now, your audience understands that solutions exist and begins comparing them. They're actively learning about tools, approaches, and frameworks.

Content to publish:

• Comparison articles
• FAQs
• Informational newsletters
• Social content with educational value
• Free templates or interactive tools

At this stage, they may start following your brand, subscribing to updates, or engaging with your posts.

Consideration: Evaluating Providers

Your prospect knows the product category. They’re now deciding who to trust. This is your chance to stand out by demonstrating credibility and solving real problems.

Content to publish:

• Webinars and demos
• Case studies
• Whitepapers
• Gated lead magnets (ebooks, in-depth templates)
• Third-party reviews or testimonials

Gated content needs to earn the signup or encourage them to fill out the form. People won’t trade their email for fluff, so your offer must deliver genuine insight or utility.

Conversion: Making the Final Call

Your prospect is nearly sold. Now they’re looking for specifics: use cases, pricing, deal terms, and whether your tool truly fits their need.

Content to publish:

• Pricing pages and ROI calculators
• Product one-pagers
• Comparison tables
• Customer stories focused on results
• Email nurture sequences with focused CTAs

If you’ve built a mailing list, lead nurturing becomes critical. Don’t just pitch – deliver value. The best-performing SaaS email sequences offer real advice, frameworks, or insider insights.

When your emails are consistently helpful and aligned with user intent, people keep opening and reading them, and ultimately, they convert.

7. Map Out Your Content Calendar

While creating quality content should be your goal, you can’t expect to stop publishing content after a guide goes viral. Consistency is the key to SEO and rankings. 

By creating a content calendar, you can strategize the keywords you need to rank for and how to schedule content around these keywords. 

But how often should you post? 

This is what we've found works best in our years of creating and executing content strategy:

While you might want to push the pedal on publishing more content, you can start slow but produce quality content that can get more backlinks from authority sites. 

On to the more important part. What details should you add to your content calendar? 

• Blog title
• Content goal
• Search intent and funnel stage
• Target keywords
• Content type and structure
• Word Count
• Author details
• Deadline for different stages (writing, editing, and publishing)
• Call to action 
• Promotion channels and frequency

You can create this calendar using a Google spreadsheet or tools such as Trello and CoSchedule.

This calendar also helps give your team and freelancers a sense of direction and the schedule they must follow to meet those milestones. 

8. Outline Your Distribution Strategy 

There’s no getting around the fact that even if you have written the best content on a particular keyword, you’ll need to promote it at the beginning to get it across to more people. 

After all, what’s the meaning of spending 10 hours working on an article just to have a few people read it?  

Here are three ways you can distribute your content: 

• Owned channels: These are channels that belong to your business, like your social media profiles, mailing list, podcasts, etc.
• Earned or shared channels: These channels are owned by third parties such as review sites, forums like Reddit and ProductHunt, news websites, websites you can guest post on, etc.
• Paid channels: These platforms or people, such as ads or social media influencers, will promote your content for a fee.
  

Creating great content is only half the battle. If you’re just starting, you need a solid promotion plan to put your content in front of the right audience.

Here are six high-leverage distribution tactics you can start using today:

Guest Posting and Podcast Features

Guest appearances help you reach new audiences and earn high-quality backlinks that boost your domain authority.

• Pitch blogs in your niche with a unique angle or case study.
• Repurpose your posts as guest contributions for industry sites.
• Appear on podcasts your target audience listens to—build trust while also driving referral traffic.

Pro tip: Guest content should offer standalone value, not just promote your product.

Email Marketing

Use your existing email list to distribute your best content to the right segments at the right time.

• Create automated journeys using your content lifecycle.
• Feature recent posts in your newsletters.
• Send targeted campaigns based on behavior or stage in the funnel.

If you have a lifecycle marketing team, make content part of their workflow. Your blog shouldn’t sit idle after publishing.

Online Communities and Aggregators

Tap into platforms where your audience already hangs out. Here are a few to start with:

• Reddit and Quora (niche subreddits)
• Product Hunt (for launches and guides)
• Hacker News (for technical SaaS content)
• LinkedIn groups (for professional communities)

It's important to join conversations and not just drop links. You can earn attention by adding value, insight and opinion, and then naturally weaving in links to your content.

Brand Partnerships

Team up with other companies that serve the same audience. Partnership ideas include:

• Co-branded blog posts or guides.
• Newsletter swaps.
• Social media shoutouts.
• Joint webinars or giveaways.

These win-win collaborations help you expand reach without a massive ad budget.

Paid Distribution

If you have the budget, amplify high-performing content through paid channels.

• Boost posts on LinkedIn or Facebook.
• Use Google Ads to drive clicks to gated content.
• Sponsor relevant newsletters or niche media sites.

Start small, test messaging, and scale what works. Paid promotion is most effective when paired with great organic content.

Social Media Platforms

You can repurpose content instead of creating new things for all your platforms. But while doing it, ensure you follow the best practices for each platform so that your post does not go unnoticed. For example:

• If you share your blog post on Instagram, create a high-impact visual that grabs attention as people scroll.
• If you are sharing your content on LinkedIn, pick a strong snippet from the article and rework it to fit the platform's drop-line style.
• If you are sharing content through TikTok, be sure to create a visual explainer or a talking head style video with subtitles. 

What can SaaS companies learn from this? You can repurpose content instead of creating new things for all your platforms. But while doing it, ensure you follow the best practices for each platform so that your post does not go unnoticed. 

9. Execute and Optimize 

You can now put your content strategy into execution. To ensure your writers and marketers are on the same page, create a set of guidelines they can refer to. You can do this in three ways. 

• Provide them with benchmarks for each content. This could mean sharing with them the links of blogs you look up to or the articles already ranking for that particular keyword.
• Share a content structure for each article. This results in fewer edits later on, and your writer and editor are both on the same page.
• Create checklists. For example, here are some things you could have in your checklist:
  
  • Add 10 examples
  • Add a link to one case study
  • Paragraphs of no more than five lines
  • Include statistics
  • Make use of images
  • Achieve a Grammarly score of 90

Also, schedule regular check-ins with your team where you discuss your existing strategy and how you can optimize it in the future. 

10. Monitor Results and Iterate As You Go 

To ensure that your SaaS content marketing investment yields returns, you need to track the KPIs (Key Performance Indicators) you established when setting your goals.  

You can use analytics software like Google Analytics or Google Search Console to draw these insights monthly or quarterly, and then have a team meeting to discuss what went wrong or how to improve on these metrics. 

You can even identify the content types or topics generating the best results and see what you’re doing differently for these topics. You can then create templates from these articles to replicate this success with other content. 

What About Your Existing Content?

For articles that aren't performing well, you can opt for a content refresh. This underrated strategy can significantly impact a piece of content's performance in search engines.

Optimizations typically mean adding new insights, removing irrelevant parts, and adding new visuals.

We use much of the same process for identifying content that needs optimization:

• Carry out regular audits on website traffic and performance
• Highlight articles and posts that have declined in traffic or are dropping in organic search results
• Study competitors and keep an eye on what content is moving. What does it have that yours does not?
• Log articles that need updates, like year changes, or that have old publishing dates
• Add these optimizations to your content calendar and work through them as part of your strategy

Here's a helpful guide if you decide to move ahead with this strategy.  

Bonus: Embrace New Industry Trends

With so many different avenues coming up, as a SaaS marketer, you need to keep up with changing marketing trends. If you don’t, your competition will leave you in the dust. 

One strategy is conducting an in-depth competitor analysis to understand what your rivals are doing well and where opportunities exist to exploit them. For example, you may discover that your competitor has launched a podcast and received a great response; you can experiment with that format and see how it goes. 

An excellent method of staying informed is to subscribe to blogs that consistently discuss SaaS marketing or become an active member of Slack channels and Reddit threads, where you can discuss SaaS marketing with other marketers and founders. 

What's coming ahead in 2025 and beyond? Of course, the biggest trend right now is artificial intelligence.

Artificial intelligence and automation have reshaped how SaaS marketers plan, create, and optimize content. What does this mean for you?

Content Creation and Optimization Tools

AI has unlocked a faster, more strategic approach to content development.

Modern tools like ChatGPT can assist with:

• Content ideation and outlining
• Content calendar planning
• Drafting articles, meta descriptions, and email copy

Many platforms also offer real-time optimization recommendations based on performance trends and user behavior. This enables content teams to adjust headlines, structure, or calls to action, keeping content relevant long after it's published.

For SaaS marketers operating in fast-moving categories, this real-time adaptability is a game-changer.

Plan Smarter, Not Just Faster

Predictive analytics helps content teams make informed decisions instead of relying on intuition or guesswork.

By analyzing historical data and behavioral patterns, AI tools can:

• Forecast what topics your audience is likely to engage with next
• Identify high-opportunity keywords or content gaps
• Guide editorial direction with confidence

This allows marketers to anticipate needs, build content before demand peaks, and maintain momentum across organic channels.

Why Human Oversight Still Matters

AI is fast, but it's not flawless. While it’s excellent for speed and scale, human input is still essential for quality, accuracy, and brand alignment.

Key areas where human review adds value:

• Contextual nuance: AI may misinterpret language subtleties, cultural references, or situational tone.
• Brand voice consistency: Your unique tone and messaging pillars need manual oversight to stay intact.
• Error prevention: Grammar tools catch mistakes, but humans catch meaning. Always review for factual and contextual accuracy.
• Legal and ethical checks: Especially important in regulated industries—ensure AI-generated content complies with policies and standards.

When used strategically, AI should act as an assistant, not a replacement. The most effective SaaS content teams use automation to scale, but rely on human expertise to refine, contextualize, and build trust with their audience.

Elevate Your SaaS Content Marketing Strategy 

Gone are the days when you could rely solely on having a brilliant SaaS product. With so many SaaS businesses in every niche, you need a great content marketing strategy that reaches more people and moves them through the conversion funnel. 

With the above steps, you’ll be able to decide what content types you should be focusing on, the topic ideas that will bring the best results, and how you can promote and distribute this content on different platforms. 

If you do not have the resources or time to try out different strategies, you can reach out to us at MADX. With our experience working with different SaaS companies and helping them achieve amazing results, we can help you formulate a content marketing strategy to meet your desired goals.