Marketing Hacks

Content marketing for SaaS companies.

Marianne Turner
July 15, 2022

Content is King, Queen, castle, knight, and the names of all the other chess pieces I can’t remember. It’s the fuel for your marketing campaigns. The ammunition for your sales teams. The driver of conversions and the enemy of cold leads. Content is everything.

Well, not exactly everything. But it’s pretty important. Particularly for SaaS companies.

There are an estimated 25,000 SaaS companies worldwide, but perhaps more important are the estimated 14 billion SaaS customers around the globe. That’s a lot of eyeballs, and a lot of potential customers out there just waiting to be enticed into buying your amazing product. The easiest and most effective way to attract and close these eyeballs? An effective SaaS content marketing strategy. Let’s explore.

What kind of content can SaaS companies leverage?

Creative marketers are always coming up with fancy new content to attract leads and nab customers. Here are a few tried and tested resources that are particularly relevant to SaaS businesses.

Explainer videos 

Ideal for succinctly representing complex ideas, explainer videos are invaluable content for SaaS companies who want to show off their services without bombarding prospects with large paragraphs of technical copy.


Another creative way of displaying information, there’s no limits to the cool stuff you can do with infographics. They’re a great way to highlight industry statistics, numbered lists, key themes, or your most enviable customer statistics. Here’s one we made earlier for ad fraud defence platform TrafficGuard.

Product sheets

One/two-page documents that outline the key features and benefits of your services are a fantastic top-of-funnel (TOF) resource. Let’s be honest, prospects at the research stage don’t want to sit through multiple product demos while they’re evaluating different companies. Product sheets allow them to easily gain an overview of your business best bits.


Thought leadership ✅ Lead capture ✅ Sales asset ✅ You don’t need us to tell you the benefits of creating your own business-specific eGuides. You can establish yourself as experts in your field and, if you choose to gate your content, increase your pool of engaged, potential customers. What’s not to love?

What are the benefits of content marketing for SaaS companies?

As Radial Path’s very own HoC, of course I’m going to say content is the most important element of your marketing strategy (just don’t tell our design team). But when the benefits of a content marketing strategy are long-lasting, far-reaching, and tangible, what’s not to love! 

You’ll always find me shouting about the amazing benefits of content marketing, but as I’m sure you’re busy, here are three impacts SaaS businesses can look forward to. 

An increase in site visitors 

Search engines love content almost as much as prospects do. The effect a well written, relevant blog can have on your SERP ranking is enough to make any performance marketer’s week. As well as providing potential customers with valuable, conversion-tempting information, a bank of content indicates to algorithms that you know your stuff. 

Luckily for SaaS companies, there are many commonly searched industry search terms to try rank for. Think…

“Best corporate messaging platform”

“How do I store my business’ documents”

“Ways to automate email workflows”

Developing a small but mighty arsenal of content that answers these potential questions is a sure fire way to grab the attention of search engine algorithms, and answer your future customers’ queries. Winner winner chicken dinner. 

Positioning as a thought leader

In a market as saturated as SaaS it’s crucial to position yourself (and follow through!) as a knowledgeable, trustworthy thought leader. Content is a great medium to do this. 

Thought leadership does not have to be overtly salesy, rather a blog/whitepaper/guide that explains a concept in greater detail. A helpful piece of content you created out of the goodness of your own heart. The fact that it bags you leads and makes your brand look fab? A happy coincidence…

Brownie points from your sales team

SaaS sales teams know more than most how saturated the market is. Guaranteed they’re asked multiple times a day why and how they’re better than the hundreds of other competitors in the space. Content can give your sales team a helping hand in their conversations and pitches—and happy sales teams grow businesses.

Not only will developing a content strategy drive more leads to sales, it will arm them with branded, ready-made collateral to answer tricky questions and prove your SaaS is the one that they want (oo oo oo, honey).

How can content fuel the full SaaS funnel?

SaaS companies can leverage content at every stage of the marketing funnel, with different content types lending themselves best to various stages of the buyer journey. TOFU, MOFU and BOFU are the labels we give to these content types—top, middle and bottom of the funnel. 

SaaS companies should keep these differentiators in mind when developing their content marketing strategies, to ensure each piece of content is crafted to fit the desire of buyers at every stage of the funnel. 

TOFU prospects are becoming aware of their issue/requirements, but not particularly clued up on the details. They’re looking for short and sweet explainers built to educate. Think of…

  • Beginners guides
  • Five point blogs
  • Infographics
  • Anything that ends “for dummies

MOFU prospects understand their requirements and are on the hunt for someone to solve them. Often called the evaluation stage, these people are weighing up the market options and narrowing down potential vendors. A crucial stage of the funnel, here’s where you want to really show off and stand out from your competitors. You can do this through…

  • Topical eGuides
  • Educational resources
  • Newsletters
  • Webinars

BOFU prospects are ready to buy. They know what they want and are steps away from converting. If you’re on their radar at this stage in the funnel you need to pull out all the stops to convince them your SaaS business is the best of the bunch. You can do this with…

  • Glowing testimonials 
  • Case studies and customer stories
  • Product demos
  • Comparisons

That being said, content development can be tricky. If only someone could do it for you.

You see where I’m going with this, don’t you? Chances are you’re reading this blog as you know your SaaS needs some content marketing, and Radial Path wants to do it for you. How meta!

Irony aside, we really do believe in the benefits of content marketing for SaaS businesses. We’ve crafted blogs, eGuides, infographics, videos, pitch decks, whitepapers and case studies for a variety of SaaS clients. And if you’re totally stuck, we can even help you develop an entire content marketing strategy. 

You can find our sales team patiently waiting here if you fancy a chat.

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