Originally published October 17, 2023 , updated on June 19, 2024

The software-as-a-service (SaaS) industry has expanded massively in the past few years. According to Statista, the SaaS market is estimated to be worth approximately 197 billion US dollars in 2023. The sheer size of the market means the competition between SaaS businesses is fierce. As such, businesses need to differentiate themselves in order to thrive.  

And the best way to differentiate your brand from other online noise is through a robust SaaS content marketing strategy. 

In this article, we’ll help you understand everything you need to know about B2B SaaS content marketing. We’ll also guide you through the best practices when it comes to content strategy for SaaS. Let’s get started!

Why Is SaaS Content Marketing Important? 

Let’s begin by first covering why you need to make SaaS content marketing a priority. 

Building Customer Relationships and Retention 

SaaS content marketing allows you to engage with your existing customers on an ongoing basis. You can deliver valuable information, such as tutorials, best practices, or case studies. This will help you provide ongoing support and assistance to your customers. Developing a content strategy for your SaaS business also helps to strengthen your relationship with your customer and encourage loyalty. In an industry defined by steep competition, these benefits can be a game-changer for any organisation as they lead to a deeper connection with your target audience.

Driving Traffic and Generating Leads

A well-executed SaaS content marketing strategy can help you drive targeted traffic to your website or landing pages. The first step is to create high-quality information that addresses your audience’s pain points and challenges. Through this content, you can attract relevant visitors who are more likely to convert into leads. This can ultimately lead to increased sales and revenue for your SaaS business.

Establishing Thought Leadership

Through a robust SaaS content marketing strategy, you can position yourself as a thought leader. By providing your audience with insights and information, you can build trust and credibility. A strong reputation for expertise not only attracts prospects but also helps build trust throughout the decision-making process, leading to higher conversion rates. In the competitive landscape of SaaS, a credible image reinforces your value proposition, positioning your brand as a dependable solution provider capable of addressing complex business needs.

Let’s explore some B2B SaaS content marketing strategies in detail.

B2B SaaS Content Marketing Strategies to Implement 

Here are some SaaS content marketing strategies for you to implement:

Publish Expert Content 

Whitepapers and ebooks can be a great way to delve into industry trends and industry best practices. You can also cover specific topics relevant to your B2B SaaS audience. Adding these to your organisation’s SaaS content marketing arsenal helps you to offer valuable insights, data-driven analysis, and actionable advice. You can add a sign-up feature to your content to capture your readers’ data. Then, you can use email marketing to follow up with these leads and nurture them through the sales funnel.

Leverage Guest Blogging

Start by identifying reputable industry blogs or publications that cater to your audience. You can then contribute through high-quality, well-researched guest blog articles that provide valuable insights and solutions. As you contribute to external platforms, you expand your reach and establish authority. You can also drive traffic back to your own website through this SaaS content marketing tactic. You can also look into outsourcing the content writing for these articles to a reputed agency. 

Conduct Webinars and Workshops

Your content strategy for SaaS should include webinars and workshops as well. These events can address specific pain points or challenges your audience faces. Through such events, you can offer in-depth training, expert advice, and practical solutions. You can also interact with participants through Q&A sessions, polls, and live chat. This will help to foster engagement and build relationships. Make sure to record the sessions and make them available as on-demand content for those who couldn’t attend live.

Publish Infographics and Visual Content

Creating engaging infographics and visual content can be a great addition to your B2B SaaS content marketing strategy. B2B SaaS products often involve intricate processes and technical information. Infographics can simplify these concepts, making them easier for your audience to understand. You can use charts, graphs, diagrams, and illustrations to present data and information clearly and concisely. You can produce these infographics through your in-house design team. If that’s not an option, you can outsource your requirements to a design agency as well. 

Social Media Engagement

Social media is a powerful tool for any B2B SaaS content marketing strategy. Make sure to use B2B social media platforms such as LinkedIn and Twitter. You can use these platforms to share industry news, updates, and thought leadership content. You can also engage with your audience by responding to comments, sharing valuable insights, and participating in relevant industry conversations. Using social media advertising to promote your content can also increase your reach to a targeted B2B audience. Using social media platforms ensures that you are visible, have constant engagement with your target audience, and be relevant to them. 

The Takeaway

Your SaaS content strategy can be a game-changer when it comes to differentiating yourself from the competition. With the right strategy, you’ll be able to engage your audience with valuable, relevant content that solves their problems. Ultimately, this can result in more conversions, positively impacting your bottom line. While there are many B2B SaaS content marketing strategies at your disposal, you might need a little help from the experts. 

This is where top B2B SaaS content marketing agencies like Goodman Lantern come in. Our team of expert writers, designers, and marketers caters to a wide range of services that can help get your marketing strategies running. We also ensure to continuously improve and refine your strategy to strive for the best results for your organisation. 
Book a call or email us to get started on B2B SaaS content marketing success.

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