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Mapping out your SaaS Content Marketing Strategy: A Comprehensive Guide

Ulf Lonegren

Mapping out your SaaS Content Marketing Strategy: A Comprehensive Guide


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Are you ready to take a trip into the world of SaaS content marketing? Are you excited about exercising your creative brain to market your SaaS product?

Creating content is fun; you get to explore your creative abilities and discover all sorts of ideas and interesting ways to reach your market.

Content marketing for SaaS requires a solid understanding of your target audience and what types of content resonate the most with them, but it’s a fun undertaking and can prove to be very valuable for your SaaS business.

CTA: Learn the top B2B SaaS Growth Hacks [download]

But there are specific strategic approaches to SaaS content marketing that need to fall into place before you can see success. Beyond knowing and understanding your target market and what content they want to see, analyzing your competition, utilizing organic and paid SEO, reaching out to influencers for promotion, and being able to repurpose your content effectively allows you to maximize the benefits of your content.

So grab your backpack and a good pair of shoes, we’re taking a journey into SaaS content marketing.

What is SaaS Content Marketing?

SaaS content marketing is when a company creates and shares content related to its product or service to get more customers. It includes writing blog posts, making videos, posting on social media, and creating helpful guides that give people the information they need to make an informed decision about buying your product.

While typical content marketing aims to enchant a broad audience, SaaS content marketing takes a more specialized approach. It focuses on the unique needs, pain points, and desires of tech-savvy users seeking software solutions.

In the land of SaaS, content marketers must master the arcane language of the industry. They create spellbinding blog posts, eBooks, videos, and webinars that cater to software enthusiasts. They weave their words with precision, addressing specific features, integration capabilities, and the ever-elusive ROI of SaaS products.

How Does Content Marketing Help SaaS Companies?

Now, let's unfurl our magical scroll and explore how SaaS content marketing can conjure remarkable results for those in the enchanted realm of software services:

1. Increases Brand Awareness

Imagine a grand castle that stands tall amidst a vast forest. SaaS content marketing helps paint your brand's image across the digital landscape, making your presence known to those seeking mystical software solutions. You can enchant potential customers through targeted blog posts, engaging social media campaigns, and captivating videos, beckoning them to explore your SaaS castle's wonders.

For example, a content piece titled "The Ultimate Guide to Streamlining Project Management with SaaS" can showcase your expertise, spreading the word about your software's ability to tame even the wildest projects.

2. Helps Retain Customers

What's more magical than loyalty? SaaS content marketing possesses the power to cultivate deep connections with your existing customers, ensuring they stay committed to your enchanting software kingdom. By creating valuable resources like user guides, case studies, and newsletters, you can empower your users to maximize their experience and unlock the full potential of your spellbinding solutions.

Imagine a monthly newsletter named "The SaaS Sorcerer's Gazette" that keeps your customers up-to-date with the latest features, tips, and tricks. It retains their loyalty and positions you as their trusted guide in software magic.

3. Demonstrates Thought Leadership

Wizards, gurus, and industry sages! SaaS content marketing allows you to ascend the throne of thought leadership within your mystical domain. By sharing your expertise through whitepapers, webinars, and speaking engagements, you can become the guiding light for those navigating the complex landscape of software services.

For example, a webinar titled "The 10 Commandments of SaaS Security" can help educate your audience and establish yourself as a credible source of knowledge in the industry. This helps attract more customers to your royal court, all ready to experience the wonders of your magical software solutions.

4. Helps Lead Generation

Abra-cadabra! Poof! Leads appear! SaaS content marketing is key to conjuring high-quality lead generation for your software empire. You can entice potential customers to share their contact information by creating captivating gated content like eBooks, fine templates, and toolkits. Email campaigns, webinars, and personalized demos can nurture these enchanted leads.

An eBook, "Mastering SaaS Security: Protect Your Kingdom from Digital Threats," may attract interested individuals and convert them into valuable leads.

5. Helps Drive Conversions

Now, prepare for the final enchantment: the conversion spell! SaaS content marketing is a potent catalyst for transforming mere visitors into loyal customers. You can persuade prospects to purchase by creating content tailored to each stage of the buyer's journey. Whether it's an FAQ page on onboarding or a webinar that delves into the nuances of pricing plans, your content can cast its magic and help customers make informed decisions.

For instance, you've crafted a comprehensive case study showing how your SaaS solutions helped an existing customer skyrocket their productivity. Such a powerful piece of content can easily sway prospects and drive conversions.

Mapping Out Your SaaS Content Strategy: Dominating the Digital Landscape

When it comes to SaaS content marketing, you want to conquer the digital realm like a savvy warrior armed with witty words and engaging insights. With the right strategy, you can captivate your target audience, establish thought leadership, and drive conversions. Here are 7 steps that will help you build an unshakable SaaS content strategy:

1. Define Your Target Audience: Unveil the Faces Behind the Screens

To strike gold in the world of SaaS content marketing, you need to know your audience like the back of your keyboard. Creating marketing personas allows you to unravel the mysteries of your target market and craft content tailored specifically to their needs, desires, and pain points.

Imagine you're marketing a project management software for creative agencies. Your personas might include "Efficient Emily," a meticulous project manager seeking streamlined workflows, and "Visionary Victor," a creative director hungry for intuitive collaboration tools. By understanding these individuals, you can create content that speaks directly to their challenges and aspirations.

2. Identify Pain Points: A Content Panacea for User Woes

Once you've uncovered the personas, it's time to dive deep into their world and discover their pain points. What keeps them awake at night, staring at their screens, seeking solutions? Addressing these pain points and answering burning questions positions you as the go-to source for knowledge, building trust and credibility.

For instance, let's say your SaaS product helps e-commerce businesses optimize their inventory management. Your content might address pain points such as inventory inaccuracies, stockouts, and overstocking. A blog post titled "Mastering Inventory Management: Banishing Stockouts for Good'' would resonate with e-commerce entrepreneurs, offering them valuable insights and potential solutions.

3. Create a Content Calendar: Plan Your Epic Odyssey

A well-crafted content calendar is your trusty compass to stay organized and consistent in your SaaS content marketing endeavours. This document outlines your content strategy, including topics, formats, publication dates, and distribution channels. It ensures you never miss a beat and maintain a steady flow of engaging content.

Imagine your content calendar resembles a treasure map, guiding you through the ever-changing landscape of your target market's interests and needs. From blog posts and case studies to videos and webinars, you'll have a well-rounded repertoire of content that keeps your audience captivated and craving for more.

4. Perform Keyword Research: Conquer the SEO Battlefield

Armed with your personas and content calendar, it's time to conquer the SEO battlefield by performing thorough keyword research. This strategic pursuit allows you to uncover the words and phrases your target audience uses when seeking solutions to their problems. Incorporating these keywords into your content enhances its visibility and draws in organic traffic.

For example, if you're marketing a project management SaaS tool, keywords like "collaborative project management," "task tracking software," or "team productivity tools" would be valuable gems to unearth. Incorporating these keywords strategically into your content will boost its search engine ranking and ensure the right eyes discover it.

5. Define Your Goals and Metrics: Charting the Path to Success

No SaaS content strategy is complete without clear goals and metrics to measure your progress. Whether it's driving traffic, increasing conversions, or improving brand awareness, define your desired outcomes and establish measurable metrics to track your success.

For instance, if one of your goals is to boost conversion rates, you might set a metric to increase sign-ups by 20% within three months. By regularly tracking these metrics and making data-driven adjustments to your content strategy, you can steer your ship in the right direction and optimize for success.

6. Determine How to Distribute Your Content

Creating unique content is only half the battle; you must ensure it reaches your target audience. Determine the best distribution channels to amplify your SaaS content marketing efforts and unleash the content conqueror within.

There are various channels to consider, including the following:

Distribution Channels


Organic content posted on your website, blog, and social media

This helps drive organic traffic and increase your audience reach.

PPC campaigns

Utilizing search engine advertisements is a powerful way to target specific keywords and ensure your content appears front and center.

Public relations

Reach out to industry influencers and media outlets to spread the word about your content.

Email marketing

Utilizing automated emails is a powerful way to nurture leads and keep your content top of mind.

7. Monitor Results and Make Adjustments: The Agile Path to Victory

No journey is complete without regular checkpoints; the same applies to your SaaS content marketing strategy. Continuously monitor the performance of your content, track the engagement metrics, and analyze the results. Identify what's working and what's not, and make the necessary adjustments to keep your strategy on the path to victory.

If your audience responds well to video content, you should consider increasing your efforts in creating engaging videos. On the other hand, if certain topics consistently fail to attract your audience, explore new options to keep them interested.

Remember, in SaaS content marketing, adaptation and agility are your allies. By staying vigilant and adjusting your strategy, you can continually optimize your efforts and dominate the digital landscape.

So, equip yourself with personas, quest to conquer pain points, and create a content calendar that leads to glory. With keyword research as your compass and measurable goals as your North Star, distribute your content far and wide. Finally, never forget to monitor, adapt, and refine your strategy to achieve the ultimate victory in SaaS content marketing.

SaaS Content Marketing Services: Finding the Perfect Fit for Your Growth

A well-crafted content marketing strategy can captivate your target audience, drive qualified leads, and boost your business's growth. However, navigating the intricacies of SaaS content marketing can be a daunting task.

That's where a reliable SaaS content marketing agency like Roketto comes into play, armed with their adept expertise to guide you on this exhilarating journey. But what should you look for when seeking such a service? Let's dive in.

1. Holistic Strategy: The Art of Building a Cohesive Narrative

A standout SaaS content marketing service should possess the uncanny ability to weave a captivating narrative. By understanding your brand's unique story, values, and audience, they can curate content that resonates deeper.

Whether through blog posts, whitepapers, case studies, or social media campaigns, the service should craft a seamless storytelling experience that nurtures leads and drives conversions.

Roketto, with our expertise in SaaS content marketing, excels at aligning narratives with business objectives, leaving no stone unturned in our pursuit of captivating your audience.

2. Specialized Expertise: The Masters of SaaS Content Strategy

You need content that shines like a supernova to stand out in the competitive SaaS landscape. That's where a specialized SaaS content marketing service comes in. We possess a deep understanding of the SaaS ecosystem, enabling us to create content that speaks directly to your target audience's pain points, challenges, and aspirations.

Roketto, as a leader in the field, we've honed our expertise by working with a myriad of SaaS companies. We know the industry's intricacies like the back of our hands and can develop tailored strategies to catapult your brand to the forefront.

3. Data-Driven Approach: Unleashing the Power of Analytics

In SaaS content marketing, decisions without data are mere shots in the dark. A reliable service should strongly emphasize data-driven decision-making, leveraging analytics to monitor, track, and optimize content performance. By employing advanced tools and metrics, they can gauge the effectiveness of your content campaigns, identify areas of improvement, and refine strategies accordingly.

With our emphasis on data-driven strategies, Roketto can offer comprehensive reports, practical suggestions, and A/B testing to ensure your content marketing endeavours are always successful.

4. Collaboration and Transparency: A SaaS Symphony

Effective collaboration and transparent communication are paramount to ensure seamless integration of content marketing into your SaaS operations. A top-tier SaaS content marketing service should act as an extension of your team, working closely with you to understand your goals, brand voice, and target audience.

They should value your input and encourage open dialogue to create content representing your brand. With Roketto, you can expect a collaborative partnership that respects your expertise while leveraging our content marketing prowess to accelerate your growth.

Getting Started with Content Marketing for SaaS

At first, SaaS content marketing can seem like a jungle with many trails and multiple directions. Which trail should you follow? Which creative direction should you take? It can be difficult to start on a strategy when there are so many different points to cover: how do you know what to do first?

Begin by approaching your SaaS content strategy like a guide. Each component of the guide will have its own mini-strategy, and once you bring all the components together, your guide is ready for execution.

Here are the base components your SaaS content marketing guide should include:

  • Buyer personas: who is your customer, and what type of content would benefit and engage them at each stage in the buying process?
  • Content marketing strategy: What type of content will you create? Who will create that content, and, most importantly, how will that content provide value to your target audience?
  • Social media strategy: where do your ideal customers hang out online? What social media platforms can you utilize to reach them?
  • Your content marketing toolkit: blogs, landing pages, email marketing, CTAs — what is the creative direction behind all this content, and how can you execute it effectively?
  • Content marketing tech stack: from the Google suite to store and maintain documents, images, and more to a social media management platform that allows you to schedule posts and keep track of metrics, you need to ensure your tech stack supports your content strategy.

At the heart of your SaaS content marketing guide should be clear direction and goals. The SMART (Specific, Measurable, Attainable, Timely) approach to goal setting is a good direction to follow to get you on the right path.

Now that you have the basic SaaS content marketing map to follow, let’s take the first step into the jungle and start uncovering the details of the terrain.

Know Your SaaS Market and Your Competition

Know Your SaaS Market and Your Competition

If you have a product or service that appeals to a broad market, you’ll likely have to create multiple buyer personas to represent your different customers. The personas that you develop are meant to be the foundation for your creative B2B saas content marketing direction, so you can create content that will resonate with each audience segment.

A useful way to research your market is to take a good look at your competitors. Explore their social media profiles, read their blog posts, sign up for their email newsletter. Think about the language they use. How do their followers engage? What questions do they ask? Check out their followers on social media; what do they like? What do they post?

You can even use tools like Sparktoro to research your audiences in a more efficient manner, allowing you to uncover even more information about potential customers and your competition. This is important for gaining an understanding of your audience and determining who to follow on social media, but it’s also important for understanding what content is out there and what holds the focus of conversations surrounding a certain topic.

Taking the time to monitor conversations around your brand is a good idea as well, as it helps you uncover opportunities to not only reach customers one-on-one but become part of the conversation, rather than looking in from the sidelines.

For example, recently Burger King found that one of their followers on social media was going through chemo treatment and mentioned how much he missed eating at Burger King. The social media manager read this and sent the follower a voucher to eat for free when he felt better. The voucher cost less than $20 but the increased engagement and lifetime customer loyalty is priceless.

Social media provides an incredible resource of marketing knowledge and opportunity, all you have to do is get a little adventurous and do a little online exploration.

And in addition to reviewing social media profiles, take some time to discover what your competitors are blogging about. What are they writing about? You can learn a lot from their posts, including which topics engage the most response, and which posts leave you with more questions than answers; this gives you a few signposts into the type of content you should develop.

Content Marketing SaaS Products with SEO

SEO is a vital part of most SaaS marketing strategies. Search engines recognize and categorize your product or service by the content topics found on your website. Then, they deliver your online content to searchers by matching the topics and keywords in your content to searchers’ queries. This applies to both paid and organic SEO, but the way that keywords are served to queries differs, and the way you implement your keyword research can differ as well.

Search type


Paid search

Refers to the results that typically show up at the top or bottom of a search results page and have the little “Ad” marker above the result. Paid results always take precedence over organic search results.

Organic search

Refers to the content that Google shows to satisfy a result that didn’t cost anyone money to produce. Often, Google will highlight specifics from your search query in the meta description (the text underneath the blue link) if the algorithm feels it’s necessary.

You can see the difference in these two types of queries in the image below:

Ad vs Organic Google Result


Keyword research is a content marketing technique that helps you determine which content topics have the highest search volume, and subsequently, which ones to target.

There are several keyword tools that can help you discover the best terms to target. If you have a budget and want to bid on keywords, Google’s Keyword Planner shows you pricing and search traffic for keywords. Your strategy for targeting keywords is up to you, but you can also use organic keyword research tools to help you gather a list. and Semrush are just a couple of examples of tools that will give you in-depth reports on keywords to help you plan your online content.

Once you have your keyword research, ensure you’re putting those keywords in the right places. Yes, they should be throughout your website and blog content where appropriate, but you should also use keywords in the Title Tags and Meta Descriptions on every indexed page on your website to help with search engine rankings.

Meta Description


The Title Tag on a web page is what appears as the blue clickable text in a search result, and is also what appears on the tab in your web browser. The Meta Description is the text underneath the Title Tag on the search result.

You can also optimize the images on your website by adding alt text to them, which is not only good for SEO, it’s also a way to serve descriptions of visual content to those who are unable to view the images on your site.

All of these factors come together to effectively create a SaaS content marketing with SEO strategy so you can ensure your product or service shows up on search engines to potential customers.

Creative SaaS Content Marketing For Audience Appeal

Creative SaaS Content Marketing For Audience Appeal

There are many creative ways to market SaaS online, from SEO and blogging to offering free trials, producing videos, and hosting webinars. But the key to successful content is to make it useful to your target audience.

Think about how the product or service you sell helps customers with their pain points. If you’ve created a SaaS content marketing strategy with buyer personas, then you’ll already know what the pain points of your target customers are. Then you can focus on tailoring your content to demonstrate how your offering provides the solution to those pain points.

Let’s look at Dropbox as an example. Their customers are looking for cloud-based storage solutions for digital files of all sizes. A quick scan through Dropbox’s blog posts indicates that the majority of their content is aimed at file storage, which is an obvious way to provide value to their customers.

But Dropbox has also gone beyond file storage in their blog content with writing that goes a bit broader, but still stays on the topic of digital, the cloud, and managing growing cloud-based document libraries that go through many hands.

Influencer Marketing to Amplify Content Marketing for SaaS Companies

Content marketing for SaaS companies is all about creating new content for your audience, and it can often seem like you’ve hit a wall with what to write about next.

Content writers are always on the hunt for a news story, topic, or angle. Reaching out to industry experts and thought leaders is a great way to start building a network of subject matter experts that are willing to learn about your product or service and promote it organically through social media, guest blog posts, podcasts, and more.

Get on LinkedIn and find out about software groups and technology groups and join the conversation. Explore websites and blogs where your audience hangs out. Reach out to tech websites like TechCrunch. ZDNet, and SD News to find out who their bloggers are and contact them with the story of your company and your product.

Tip: Contact smaller websites and offer to write a guest blog post. Even if exposure is limited, this is a tactic that is worth pursuing backlinks and to increase your digital footprint.

Creative Ways to Distribute Your SaaS Content Marketing Efforts

It’s often not enough to write content and post it on your website. Sure, if you’ve followed SEO best practices when writing the content then it’ll rank on search engines, but that often takes months. If you want your content to get to its target audience faster, then you’ll need to determine how to distribute it.

If you or your content writer wrote the content themselves, then reach out to that network of industry experts that you’ve amassed and see if they’d be willing to amplify your content on their platforms.

Another great way to get your content out there is to repurpose it, meaning you’re taking parts of the content and tailoring it to be communicated in a different way, much like a book is turned into a movie.

So how can you repurpose content into something else? Here are some ideas for repurposing a typical blog article:

  • Turn it into a podcast. You can record yourself reading the article verbatim, or you can use AI-powered software to transform the text into natural speech.
  • Create an infographic using key points from the article. An infographic is a great way to visually display information. With visual technology starting to dominate online and seriously affect content marketing strategy, any way that you can take text and display it in a visual way is beneficial to increase engagement.
  • Turn it into a video. It doesn’t have to be anything overly fancy, but taking the time to repurpose your blog content into a video is definitely worth it from a content marketing perspective. Video posts on social media see more engagement than any other type of post, and consumers actually want to see more marketing-related video content in the future.


SaaS Content Marketing Conclusion

Creating your SaaS content marketing strategy requires you to take a good look at your overall marketing strategy for your SaaS company and ensure your content fits within it in a holistic way.

Firstly, knowing your audience and being able to create and maintain a consistent schedule of content that serves that audience should be the foundation of your SaaS content marketing strategy.

Secondly, researching your competition and understanding their content, how they amplify said content, and how you can use the conversations surrounding your brand to identify opportunities to connect with your audience further should be a continuous focus.

Then, utilizing influencer marketing through subject matter and industry experts as a way to give even more credibility and exposure to your content, as well as having people available to network with to amplify your content and contribute to it through guest posts and more is a great way to make your content go further.

At Roketto, we understand the importance of having an effective, results-oriented SaaS content marketing strategy. With our personalized services and skilled experts, we can help you refine your content marketing approach and achieve ultimate victory in the SaaS realm! Ready to launch your next conquest?

Contact us today and let's start building something amazing!

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Ulf Lonegren

Ulf Lonegren

Ulf is one of the co-founders here at Roketto. His passion shines brightest when tasked with increasing business growth through inbound marketing. If you want to talk strategy, give Ulf a shout and you’re likely to see him spark with excitement.