How to Develop a Content Marketing Strategy for Your SaaS Business


Do you want to know how to turn your SaaS business model into a thriving company?

A well-established SaaS business can almost always trace its success back to a solid marketing strategy. Without the right content marketing plan, business owners can develop innovative products that never take off. Instead, customers buy from competitors.

So, if you want to avoid losing customers to your competition, you need to know how to create a great strategy. Below, we’ll get into all the components of a good marketing approach for SaaS businesses. Keep reading to learn more and make your business more successful!

Identify Your Target Audience

Before you start crafting your SaaS business plan for marketing, you need to identify your target audience.

Every business has one. A target audience is simply the people who are most likely to buy your products. Most SaaS businesses sell to other companies, so you should learn about the types of entrepreneurs who buy similar software.

In some cases, you might also sell your software to individuals. To determine which population is most likely to buy from you, do market research. Learn about the demographics of the people who make similar purchases. What are they looking for? How much can they afford to spend? What types of problems are they trying to solve?

Use this information to identify their needs. Then, you can use your marketing campaign to show how your product meets those needs.

Know Your Buyer's Journey

Before a customer buys a product, they go on a very specific journey. The specifics of the journey may differ from customer to customer, but there are a few common steps.

First, they start out with a need. Most seek to fulfill this need by looking for a product using a search engine. 

Then, they might click on some links. This will generate potential leads. At this point, the customer will want to know more about the product. Most likely, they’ll want to know how well the product has worked for people like them. Then, they might find themselves willing to sign up for a free trial before they commit. 

Finally, if they like the product, they’ll pay the full price for it.

Concentrate on Introducing the Product

As a SaaS business, the first goal of your marketing strategy should consist of introducing the product to potential customers. 

The introduction stage is essential, and you need to be as clear about what your product does as possible. Approach it from the perspective of someone who knows nothing about the product. Figure out the key things they need to know and what your most effective selling points will be. 

In your marketing materials, present this information in an engaging and easy-to-understand manner. Include links to make purchases or sign up for free trials. You also need to make clear who your customer should contact if they have any questions.

Focus on Multiple Channels of Content Marketing

There are many different forms of content marketing, and you should try them if you want to see how well they work for your business. Each has its own set of advantages and can be used to attract new customers or retain old ones. 

When implementing these tactics, remember to study your analytics. These will give you insight into how well your marketing efforts are working. If they’re not helping you grow your business, you can adjust your approach.

To get the most out of your content marketing efforts, make sure you have a well-working website.

Search Engine Optimization (SEO)

SEO has quickly become one of the most popular and organic ways to grow your business. Developed by marketers, SEO helps companies attract customers who use search engines. 

After search engines came into wider use, marketing experts noticed that the top results always generated more clicks. As such, those companies got more potential leads. In response, marketing teams studied the algorithms that sort and rank web content and developed SEO to help businesses get to the top of the results.

Algorithms look at around 200 different factors when considering in which order to present the results. 2 of the most important factors are keywords and links.

Keywords refer to the words and phrases people commonly use to find a product online. If you include the right keywords on your site, the algorithms will pick up on this and rank you higher. Links from other platforms also help because the algorithms have been programmed to look for links as a sign of reliable content.


If you’re a SaaS business, you should run a blog. Having a blog that you update in a regular manner allows you to comment on industry trends and establish yourself as an authority. It also gives you the chance to incorporate more keywords and links, improving your SEO.

When you blog, write about topics tailored to your clients. Pay attention to any questions you get asked over and over again and consider writing blog posts to answer them. You can also write about updates to your software or explore the convenient tools it offers.

Social Media

Social media has empowered SaaS businesses to stay in touch with their customers. When you create a social media account, your customers will have the opportunity to follow your business.

On it, you can post links to your product, information on sales and discounts, as well as company updates and other promotional materials. Most social media platforms come with their own ad builders. So, you can customize your own ads and then pay the platform to show them to your target audience for a number of days.

Marketing Your SaaS Business

Using these techniques to build a content marketing strategy for your SaaS business will help you reel in new customers.

Yet, attracting new customers isn’t the only aspect of a successful marketing campaign. You also need to continue to market yourself to existing clients. To do this, send your customers updated information on your software, tell them about new deals, and handle their concerns as fast as you can.

Want to learn more about SaaS marketing? Learn more about how our tool can help you!