The Ultimate Guide to SaaS Content Marketing for Growth

Most of the Saas businesses face high competition and customer acquisition costs. That may be fine for you if you’re an established company, but smaller-sized businesses and startups are always looking for a much cheaper solution to generate leads.

This is what content marketing offers them. A strong content marketing strategy doesn’t just attract traffic; it educates, nurtures leads, and builds trust. It targets every stage of the funnel.

This article covers how you can create a SaaS content marketing strategy, what kind of content you should be creating and some best practices to follow in the process.

What kind of content to create for your SaaS company?

A successful SaaS content strategy requires different types of content at each stage of the customer journey. From attracting potential users to converting them and ensuring long-term retention, each piece of content plays a role in the overall growth

Generally speaking, the kind of content that you create can broadly be categorized into the acquisition stage and the engagement stage of the customer journey. Let’s explore both.

1. Acquisition

At this stage, the goal of the content is to make potential customers aware of your product and educate them about the possible solutions to their problems.

In the acquisition stage also, there are three stages of the funnel where you’ll need to create different kinds of content for each stage of the funnel. Let’s explore the three stages of the funnel and the content you should use in each.

TOFU

TOFU content helps introduce your SaaS product to potential users by addressing their pain points and industry challenges. In this stage of the funnel, you can create content like:

• Thought leadership articles showcasing industry expertise

• Short-form videos for social media like LinkedIn, Instagram, or TikTok

• Podcasts and expert interviews discussing industry trends

MOFU

MOFU content is designed to educate leads about your product and keep them engaged. In this stage of the funnel, consider creating content like:

• How-to guides and tutorials explaining key processes and features

• Webinars and interactive demos highlighting product value

• YouTube tutorials and product demos for self-serve learning

• Checklists and templates for common use cases

• EBooks and reports (e.g., “Mailmodo’s state of email 2025”)

• Email nurture sequences to nurture users

• Email newsletters

BOFU

At the bottom of the funnel, content should focus on convincing high-intent users to become paying customers. In this stage of the funnel, you should focus on creating content like:

• Comparison pages your competitors

• Case studies and testimonials featuring customer wins

• Feature pages and landing pages optimized for sign-ups

2. Engagement and retention

Once a customer has signed up, the focus shifts to maximizing product adoption and preventing churn. Content at this stage should educate users, encourage deeper engagement, and ensure they get ongoing value from the product.

Here’s the kind of content you can use for this:

Emails

Email is a crucial channel that SaaS companies use to engage their customers. Take a look at some types of emails that a SaaS company would send to engage their users:

• Welcome and onboarding emails that help new users get started and see value quickly.

• Product update emails that keep users informed about new and upcoming features, updates, and improvements.

• Newsletters to maintain constant communication with unique tips and insights.

• Re-engagement emails to win back or activate inactive users.

Apart from emails, you can even have other kinds of content to engage your users, like:

• Interactive walkthroughs and tool tips within your app.

• How-to videos that make it easier for users to navigate and utilize key features.

• Customer webinars with deep dives into different use cases.

Roadmap for effective SaaS content marketing

A structured approach ensures consistency, relevance, and measurable impact. Here’s how to build a strong saas content strategy:

1. Conduct competitive research: Analyze competitor content using tools like Ahrefs and Google Trends to find gaps and identify high-performing topics. This helps in positioning your content uniquely.

2. Perform keyword research: Target both long-tail and short-tail keywords based on user intent. Use tools like Google Keyword Planner to discover relevant topics that drive organic traffic.

3. Choose the right channels: Publish content on platforms where your ideal customers are active. You could use social media platforms, email marketing and so on.

4. Create a content calendar: Plan content formats—articles, videos, or podcasts—and establish a publishing schedule to maintain consistency and quality.

5. Create and optimize content: Leverage AI tools or in-house teams to produce high-quality, SEO-optimized content that is valuable, actionable, and aligned with user needs.

6. Distribute content strategically - Promote content via social media, email campaigns, and lead magnets to expand reach and engagement.

7. Measure and refine strategy - Track key metrics such as rankings, engagement, and conversions. Use data insights to optimize content performance and improve future strategies.

Best practices for SaaS content marketing

Creating content isn’t enough, SaaS companies must ensure it reaches the right audience and stays relevant over time. Here are a few things to keep in mind to do it effectively:

• Conduct surveys and interviews to identify customer pain points, and refine messaging by speaking with industry experts.

• Use a pillar-cluster model and high-intent keywords to improve rankings while ensuring content remains clear and readable.

• Repurpose blog content into social posts and videos, use clear CTAs for conversions, and analyze user behavior with heatmaps.

• Regularly update older content with new data, trends, and SEO improvements to maintain relevance and rankings.

Conclusion

Great SaaS content marketing isn’t just about creating content, it’s about building connections and guiding users through every stage of their journey. Whether it’s an insightful blog, a compelling case study or a well-timed email, every piece should serve a purpose.

Start refining your strategy today, and turn your content into a growth engine that keeps your audience engaged and coming back for more.