Here’s how your SaaS content should work:
Agree?
Then you’ve landed right. I’m going to make SaaS content production and marketing easy for you.
This core SaaS content marketing guide instructs on how to create and market content for SaaS companies, mostly B2B but also B2C. I will add more detailed blogs on the less expanded sub-topics throughout 2025 and 2026 as long as I get them ready.
If you’re interested in any particular topic, feel free to quick-jump there:
- Chapter 1 – Understanding your business model and marketing team structure
- Chapter 2 – Mastering SEO-optimized SaaS content writing that retains superb quality
- Chapter 3 – Creating marketing content for different SaaS channels
- Chapter 4 – Creating content for paid advertising
- Chapter 5 – Automating SaaS content marketing
- Chapter 6 – SaaS content marketing trends and seasonality
- Chapter 7 – Performance tracking with SaaS marketing metrics
Why I’m worth your time:
My name is Oleksandr Rohovnin, and I’ve been in the B2B SaaS game for a few extremely productive years already, helping one of the biggest cloud software companies in the US to drive traffic with content. I’ve gone the extra mile to understand what SaaS clients need and how to make them read, engage, and convert.
So let’s try and conquer SaaS content marketing together, one step at a time.
Chapter 1 – How To Understand Your Business Model
Rule number one: Whether you are a Neil Patel of marketing or a random scribbler, KNOW YOUR SOFTWARE. This is the best advice I can give you.
Knowing your business model and USP is a must to even start thinking about content marketing in SaaS. Otherwise, as good as your content may be, it will just be. With no conversions.
First of all, know how your software operates and what unique features it provides that your competitors don’t. For example, this may be an all-encompassing toolkit that covers lead generation from top to bottom. If no one else does this, it’s your strongest USP.
Make no mistake, most people looking for SaaS products are knowledgeable at least, if not experts. Superficial content won’t cut it, especially if you’re in B2B SaaS.
I would recommend you to:
- Study your software with your support team and using the info you have access to
- Try to use your software if possible or at least get all the practice you can get with it
- Use competitor software to understand the key differences
Secondly, know your team.
Chances are your team consists of a few dozen people. As a content marker, you must find a way to extract valuable information from all of them: SEO professionals, designers, outreach guys, customer support reps, sales reps, programmers, etc.
Everyone on your team can add something to your content marketing strategy. Programmers may say what features similar companies struggle with implementing; SEO professionals might advise on the optimal keywords; outreach guys might set the bar for your guest posts; customer support reps can reveal the pain points to focus on; and so on.
Be a great communicator, and you will learn tons of insights about your products.
Finally, do not let AI kill your creativity.
You are a content creation machine. So please don’t dumb it down to copying ChatGPT opuses.
AI writing sucks. AI writing stinks. AI writing kills the vibe.
SaaS Content Marketing vs. Traditional Content Marketing
I’m not going to pretend content marketing for SaaS companies is different – it’s not. If you’re a good writer and have some technical knack, it won’t be a problem to switch to B2B SaaS.
But there are adjustments, too, to be made:
| Detalization | In B2B, you’re dealing with businesses that don’t make rush purchases. They will surely want to know what’s under the hood, so you have to present the software in the right way to this knowledgeable audience. |
| Customer Value | Retention is more important in B2B because customers are fewer and high-value. One business can easily spend a few thousand dollars on your software monthly. |
SaaS B2B Content Marketing vs. SaaS B2C Content Marketing
| SaaS B2B Content Marketing | SaaS B2C Content Marketing |
| In-depth content operating facts and numbers: statistics, case studies, research papers, etc. | More salesy content with fewer details |
| Retention content prioritized | Transactional content prioritized |
| Segmentation includes company details | Segmentation mainly by demographics |
Chapter 1 Recap:
Knowing your SaaS software will give you a chance to develop your unique selling points – what you should focus on when creating content for specific audiences. Whether to B2B or B2C, researching your product through and through is an absolute must.
For example, the company I’m currently working in, Phonexa, sells performance marketing software. Are we the only ones in the market? No. Do we have a unique selling proposition? Yes, we do: we offer a COMPREHENSIVE software suite that covers all performance marketing avenues, something very few other companies do with the same level of precision and quality.
Chapter 2 – How To Master SEO-Optimized SaaS Content Writing [Without Sacrificing Quality]
I strongly believe at least basic SEO optimization skills are a must for any content marketer, even if you’re working together with SEO professionals.
With basic keyword research knowledge, you can:
- Find the keywords your SEO team has missed. No one understands the topic you’re working on as well as you do. SEO guys may miss some keywords or choose the wrong ones. And that’s where your SEO skills kick in.
- Do SEO content optimization on your own. From niche research to backlink and content marketing strategies, you will be able to do everything on your own the way you see it without outsourcing any of the job.
Creating SaaS content is science and art, with SEO being the science part of it. A great content creator is also an analyst, a psychologist, and an artist, all thoughtfully packed in one brilliant mind that transforms ideas into engrossing narratives.
SaaS SEO Niche Analysis: Do This If You’re in a New Niche
If you’ve joined an established software company, chances are you won’t need to analyze its niche – it’s all been done before, and you only need to learn the product and the audience.
However, if you’re at the stage when you have an idea and have to SEO-verify it, then you must master the SEO niche analysis.
- ➜The main objective of an SEO niche analysis is to find out whether you have a realistic chance to win top positions in SERPs so people can discover your content.
This is usually done by analyzing the top competitors that do SEO.
SEO niche analysis should give you an understanding of whether you realistically can outrank your competitors and how much time and money and what content you need for it.
Here are the two most important things about an SEO niche analysis:
- Only analyze your competitors. If the entire top-10 lot is occupied by the 90+ DR brands, it might not even be worth trying. The biggest brands aren’t really your competitors because you won’t be able to outrank them no matter what you do.
- Only analyze competitors that have grown fast. Focus on the competitors that have managed to grow quickly – say, two to three years – and try to identify their growth factors. There are strategies you might want to copy.
For example, if a company grows by publishing scientific papers cited by .gov and .edu sites, they are not your SEO competitor because you won’t be able to grow like this. On the other hand, if a company has grown tenfold traffic-wise in just a year by earning backlinks with guest posts and ramping up content production, this one might be the one to study.
SaaS SEO Keyword Analysis
Imagine you’re working for a company that sells lead distribution software. You’ve already studied the ins and outs of your offering, but will your content even be relevant to anyone? Is there an audience for starters? How tough will it be to rank in the top 10?
To answer all these questions, you need some SEO research.
The first idea that comes to mind is to check your target keywords – in our case, lead generation software – for volume and competitiveness (keyword difficulty). For that – and the majority of other SEO routines you have to do as a fully-fledged content marketer – you need Ahrefs.
Here’s what I’ve got reviewing the “lead generation software” keyword in Ahrefs:
At first glance, 200 queries per month may not seem a lot, but remember, it’s B2B: lower keyword volume, bigger clients. Out of these 200, there surely are businesses looking for a lead distribution solution.
Next goes the keyword difficulty: 9. Important: In Ahrefs, the keyword difficulty is calculated by the number of links to the URLs that rank for this keyword – not the entire website. And this can be misleading.
To not fall for the trap, here’s what you should do:
First, check the actual SERP results for the keyword:
See? The lowest DR for a top-10 website is 52, and it’s not easy.
As an additional measure, you can use Mangools because it does factor in the website’s DR:
See? It shows 32, not 9. Considering the keyword difficulty scale is logarithmic – this means that the difference between, say, 9 and 10 is much lower than between, say, 32 and 33 – you can already feel how different these results are.
But there’s not much you can do about it. If you’re selling lead distribution software, this is your top keyword, rain or shine. The only thing you can do is search for matching terms and related terms to see if there’s anything interesting there.
Check matching terms:
Not too much, but there’s something. Cumulatively, all matching keywords have a 160 volume, which is almost as many queries as your main keyword, so you can also factor those in.
Check related terms:
Boy, do we have a feast here! Lead routing software, automated lead distribution, lead routing tools, etc. – all these 18 keywords are worth examining in detail.
It may take several months for your content to reach its full SEO potential, so don’t worry if you don’t get results immediately. Likewise, make sure to realistically estimate your chances when trying to rank for B2B SaaS keywords, as these are extremely competitive.
How Many SEO Keywords You Need and Where to Place Them
The easiest way to identify your semantic core is to analyze the top-performing content pieces. Even if these are just big brands that have gotten their content ranked because of their overall strength, analyzing at least the top-10 of SERPs is a great starting point.
Numbers-wise, I would only use the keywords if I can fully satisfy the users’ intent behind these keywords. Long gone are the days when you could stuff all kinds of keywords and get away with it – in 2025, you must actually help your readers.
I’ve seen tons of copies rife with unnecessary keywords – to the extent that the piece becomes unreadable. In practice, even if such content performs well in the short term, it inevitably sinks in the long run after the next Google update.
SaaS SEO Toolkit for Content Marketing
I’m not going to reinvent the wheel here: there are no special SEO tools for SaaS, so you’re good to go with Ahrefs and Google Search Console. These two should be enough for starters, and then – as you gain footing in the game – you can expand your toolkit.
Ahrefs – Your Number One SEO Tool for SaaS Content Marketing
From competitor to backlink to content performance tracking and analysis, the level of detail in Ahrefs is truly unmatched. I would recommend you start with Ahrefs, leaving all other SEO tools for later.
A hefty $129 per month is worth it. For complete beginners, they offer a Starter plan at $29 per month, which doesn’t contain many credits but is generally enough to try the tool.
Google Search Console
Google Search Console is a free tool that provides insights about your website content performance: impressions, clicks, growing content, most popular content, how visitors find your website on Google, and more.
You can see when Google last crawled your website, what URLs are not indexed, and how you can fix it. Likewise, you can submit a URL sitemap to make sure Google is aware of all your pages, set alerts in case GSC discovers security threats, check how your website performs on mobile devices, and more.
Do You Need a SaaS SEO Agency To Do the Job?
If you don’t want or cannot do content marketing on your own, you can hire an SEO agency, which may change from a few hundred dollars for the simplest consulting to dozens of thousands of dollars for full-scale enterprise SaaS content marketing.
Chapter 2 Recap:
You create content for users, but you must do SEO all the same so your content ranks well and is discovered. The good news is that you don’t have to spend tons of money on SEO. Ahrefs and Google Search Console are enough for most of the job.
Chapter 3 – How To Create SaaS Marketing Content for Different Traffic Channels
One of the deadliest SaaS content marketing mistakes is the lack of uniformity and connection across channels. Disconnected content that ignores the company’s overall line confuses users, and they lose interest.
Here, omnichannel marketing comes to the rescue.
Omnichannel marketing has been a thing for over a decade – traditionally recognized as important – but around half the marketers still don’t get it right:
Source: Statista
Today’s customer may start their journey on a mobile phone, then switch to a PC, and then switch back while jumping between marketing channels along the way. At the end of the day, though, only those who’ve got a consistent, clear, and unified brand message convert.
Now, let me walk you through some important SaaS content marketing channels.
SaaS Blogging
Human creativity makes a huge difference in the era when 95% of content writers and marketers use ChatGPT. I’ve plowed through tons of bland content that has neither juice nor meat. An absolute waste of time.
Here’s my recipe for a juicy SaaS blog:
- Research user interest. In Chapter 2, I gave you a simplified SEO research algorithm – use it to identify what your readers want to hear about. Remember, they won’t read it if they don’t find it.
- Make it interactive. Add quizzes, infographics, maps, statistics, videos, and other elements that make it engaging and add value. Use tables, quotes, bullet lists, and other elements to help readers move down the page smoothly and focus their attention when you want them to.
- Connect emotionally. Do not write like a robot – express emotions and entertain them within reasonable limits. A good laugh never hurts.
Well, almost never.
Here are the main SEO elements to honor when writing SaaS content:
| Add Meta Title | Make sure your meta titles are shorter than 60 characters because Google typically cuts longer titles. Making it 60 characters or less guarantees that important parts won’t be cut off.
I would recommend starting the title with your main keyword. For this blog that you’re reading, the title starts with: “SaaS content marketing…” which is the keyword I’m optimizing this blog for (note, though, I’m doing it organically without spamming). |
| Add URL Slug | Using your focus keyword as the blog’s URL slug is arguably the most important SEO factor. For this blog, the URL slug is “saas-content-marketing.” |
| Add Meta Description | As for the meta description, opinions differ. However, even though some SEO professionals say that keywords in meta descriptions don’t affect SEO, I would use the main keyword and possibly some LSI for good measure while crafting a text that would entice users to continue reading. |
| Add Headings | Make sure to provide the necessary level of nesting. H1, H2, and H3 are almost a must; for long-reads, you might also need H4 and H5. |
| Add FAQ | The FAQ section gives you a chance to appear in featured snippets, People Also Ask, and Rich Results if you use FAQ schema markup (in WordPress, you can use Rank SEO Math Plugin for it). |
Here are three things I would highly recommend you do with your blogs:
- Cross-channel promotion (read: share your blogs everywhere)
- Repurposing content when necessary (post teasers linking to your blog)
- Branded messaging (use the same style and color across marketing channels)
SaaS Social Media Marketing
With over 3 billion users on Facebook alone, a well-thought-out SaaS social media campaign can drive hundreds and thousands of leads daily, especially in B2C. In B2B, the customer base is smaller, but the average check is way higher.
Home to around 775 million users, LinkedIn is the best platform for B2B SaaS content marketing. It’s a unique place that unites millions of professionals and decision-makers, so you can easily generate leads with valuable content.
On LinkedIn, people expect insights, case studies, success stories, statistics, research papers, thought leadership, etc. LinkedIn users value facts rather than opinions, so you have to go the extra mile to create quality content.
LinkedIn SaaS Content Marketing Example
Phonexa has developed an FCC-compliant lead acquisition solution to address the 2025 FCC one-to-one consent update. There’s no better social network than LinkedIn to share this news because lead generators are looking for compliance-ready software and lead gen forms.
Research data is going to work too.
X
Home to 429 million users, X – is a great platform for SaaS content marketing. On top of promoting content with short messages, you can forge relationships with influencers and big names. X might be the only platform where you have a chance to get a reply from someone of Elon Musk’s caliber.
Here’s an example:
X is quite different from other mainstream media, with less censorship and more room for free speech. Never lose X from your radar because everyone Elon touches turns into gold.
Facebook is still the biggest social media for SaaS content marketing, uniting over 3 billion users across various demographics. Its special might be Facebook groups, a chance to instill a sense of exclusivity and belonging in your B2C and B2B customers.
Here’s an example of SaaS content marketing with educational content:
TikTok
TikTok might seem the least appropriate for SaaS content marketing, but it’s growing incredibly fast. Ask 100 marketers which social media is the future, and 99 of them will answer TikTok.
Even though it’s hard to imagine a B2B executive who would search for software on TikTok, making some noise there can boost your awareness, and it’s already enough to go for it.
@hubspot thank god nobody said “to the moon” #corporatelingo #workhumor #hubspot ♬ Funny – D’PROJECT
With over 1 billion active monthly users, Instagram is one of the platforms where you can do everything: entertain, educate, and nurture them to a conversion.
View this post on Instagram
If you’re an independent content marketer, your scope of possibilities is even wider because you can cherry-pick the companies you promote.
View this post on Instagram
By the way, did you know social media marketing is considered the best link building strategy:
Source: Statista
No less importantly, social media engagement shows Google that users love your content, a huge SEO factor. Without a doubt, social media signals help your content grow.
SaaS Influencer Marketing
With the web flooded with fake news and spam, people search for sources they can trust: industry professionals, influencers, and celebrities. The global influencer market size has more than doubled since 2020, accounting for $24 billion and counting.
Here’s an example of SaaS influencer marketing in TikTok:
@efficientapp Which CRM is the best for your biz? 🤓#businesstools #coppercrm #pipedrivecrm #hubspot #salesforce #crmsoftware #businessapps #bestcrm #customerrelationshipmanagement @HubSpot @Salesforce @PipedriveCRM ♬ original sound – A-Team (Alex & Andra)
How To Craft a SaaS Email That Converts
Step 1 – Segment Your Email Subscribers
Like many other SaaS content marketing things, writing emails starts with researching and segmenting your audience by demographics, psychographics, stage in the sales funnel, and other things you deem important.
As part of your research, I would suggest subscribing to your competitors’ emails to see what they offer at specific stages in your SaaS content marketing funnel. Then you can offer more and do it better.
Step 2 – Strategize Your Email Campaigns
Map your email campaigns to envision the journey of each customer persona. Then you can design emails to cover all possible stages and transitions.
Here’s an example:
Awareness – Introducing Your SaaS Software to Make Positing First Impression
| Subject Line | Content | CTA |
| “Welcome to ABC Company. Ready to generate more leads?” | General software overview, including links to guides and demos | “Explore your all-in-one dashboard” |
Consideration – Onboarding a User
| Subject Line | Content | CTA |
| Day 1: “ABC software setup instructions” |
|
“Free Customer Support at [Phone Number]” |
| Day 3: “Discover our new [feature name] to boost your lead generation” |
|
“Try it for Free” |
| Day 7: “How [Company] increased their sales by 80% with [feature name] |
|
“Explore the Case Study” |
Decision – Converting Users
| Subject Line | Content | CTA |
| “Your Trial Ends Soon! Unlock Premium Features Today” |
|
“Upgrade Now” |
Engagement – Keeping Users Interested
| Subject Line | Content | CTA |
| “[Software] Just Got Better!” |
|
“Try It Now” |
Re-Engagement – Win-Back Emails
| Subject Line | Content | CTA |
| “Big News for [Software] Users” |
|
“Discover New Features” |
Retention – Maximizing the Consumer’s Lifetime Value
| Subject Line | Content | CTA |
| “How’s It Been with [Software]?” | Asking for feedback in exchange for a discount | “Share Your Feedback and Save 10% on Your Subscription Fee” |
Advocacy – Turning Happy Users into Referrals
| Subject Line | Content | CTA |
| “Invite a Friend and Get Rewarded” |
|
“Invite a Friend Now” |
How To Craft an SMS That Converts
SMS messages are limited to 160 characters, time-sensitive, and should contain a single link and CTA. Likewise, SMS messages are less personalized, almost never include visual elements, and are harder to track and analyze besides delivery rates and CTR.
However, SMS messages work perfectly for urgent notifications, reminders, and gentle marketing nudges.
Here’s an example of an SMS sequence for a SaaS company:
| Awareness | “Welcome to [Product Name]! Thanks for signing up for a free trial: [link]” |
| Consideration | “Hi [Name]! Ready to get started? Begin by setting up your first project in [Product Name]: [link]” |
| Decision | “Your free trial of [Product] ends in 2 days! Unlock all features by upgrading now: [link]” |
| Engagement | “We just launched [Feature] to help you generate more leads. Try it now: [link]” |
| Re-Engagement | “We miss you, [Name]! Log back in to try our new [Feature]: [link]” |
| Retention | “Your subscription renews tomorrow. Make sure your payment info is up to date to continue uninterrupted service. [link]” |
| Advocacy | “Refer a friend and you both get [Reward]! Share your love: [link]” |
The combination of SMS and email marketing is the most effective for creating a multi-channel customer journey. However, you should know your customers through and through and avoid overgeneralization to achieve the required synergy.
SaaS SMS vs. SaaS Email Content Marketing
| SaaS SMS Content Marketing | SaaS Email Content Marketing | |
| Use Cases | Urgent messages | All types of messages |
| Message Length | Up to 160 characters | Up to 125 words for effective emails |
| Content Depth | Minimal | Fairly detailed content |
| Content Format | Text only | Text and media |
| Style | Casual | Professional |
| Timing | Crucial | Less important |
| CTA | Single CTA | Single or multiple CTAs |
| Personalization | Limited | Advanced |
| Tracking | Delivery rates and CTRs | Open rates, CTR, and conversions |
| Compliance | TCPA | CAN-SPAM |
SaaS Affiliate and SaaS Referral Marketing
As a content marketer, you may have to create creative materials for affiliates: dedicated landing pages, promotional guides, comparison tables, product descriptions, demos, email templates, and other lead generation content.
The creation process itself isn’t difficult – you just have to rework the content you’re already using while keeping it consistent across affiliates. Overall, the more detailed the guidelines, the easier it is for publishers to incorporate your content into their promotional methods.
Important: Clearly communicate the importance of disclosing affiliate relationships and obtaining one-to-one consent, as required by the FTC and the FCC. Otherwise, you may end up receiving irritated leads that don’t convert and potentially even lawsuits.
Chapter 3 Recap:
Omnichannel SaaS content marketing requires technical expertise and writing talent, so it’s best to start from the channels you know well without dispersing your effort. Keep your USP at the core of it – let them know why they need your software.
Chapter 4 – SaaS Paid Advertising
Even if your bets are with organic lead acquisition, paid ads are sometimes necessary. For example, if you’ve just started, you might have a hard time getting your first customers; or you might need customers here and now to strike while the iron is hot..
Types of Paid Ads for SaaS Campaigns
| Search Ads |
Best Platform: Google Ads |
| Display Ads |
Best Platform: Google Display Network |
| Social Media Ads |
Best Platforms: LinkedIn, Facebook, Twitter, Instagram, TikTok |
| Retargeting Ads |
Best Platforms: Google Display Network, LinkedIn, Facebook |
| Native Ads |
Best Platforms: Google Discovery Ads, Taboola, Outbrain |
Google Ads
From text ads at the top of SERPS to dynamic to call-only ads, Google Ads can expose your content to thousands of users daily. Placed above organic search results, Google Ads are a great way to beat the companies you cannot beat with SEO.
However, Google Ads are not a guarantee for conversions. For example, for competitive keywords, you won’t be the only one to display search ads, so your ads may not display at the very top and you may have to pay a hefty price to appear there at all.
For instance, for the “best content marketing software” query, we have SEMrush and MailChimp at the top, the giants that smaller brands don’t have budgets to compete with:
Google Display Network
Google Display Network includes over 35 million websites and applications – in addition to Google-owned properties like Gmail and YouTube – where you can show ads, making it the best opportunity to show your ads on third-party websites beyond Google Search.
Follow these links to study how Google Display Network works:
- Bidding strategies
- Targeting strategies
- Paying for conversions instead of clicks or interactions
- Displaying your owned assets on matching websites and apps
Social Media Ads
Just like with organic advertising, you want to focus on the platforms with the biggest SaaS audience. LinkedIn and YouTube are a must, while the rest depends on your audience, budget, and strategy.
Here are the types of ads you can display on different social media:
| Sponsored content, sponsored messaging, text ads, dynamic ads, lead generation forms, video ads, document ads, event ads, and programmatic ads. | |
| Image ads, video ads, carousel ads, slideshow ads, collection ads, instant experience ads, lead generation forms, dynamic ads, Messenger ads, story ads, augmented reality ads, retargeting ads, boosted posts, and event ads. | |
| Photo ads, video ads, carousel ads, reel ads, stories ads, explore ads, shopping ads, collection ads, IGTV ads, dynamic ads, lead generation forms, poll ads, and augmented reality ads. | |
| YouTube | Skippable in-stream ads, non-skippable in-stream ads, bumper ads, in-feed video ads, masthead ads, overlay ads, sponsored cards, YouTube Shorts ads, TrueView ads, display ads, and outstream ads. |
| X | Promoted tweets, promoted accounts, promoted trends, promoted trend spotlight, promoted moments, follower ads, Twitter Amplify bide ads, Twitter live ads, app install and engagement ads, carousel ads, and branded hashtags. |
| TikTok | In-feed ads, TopView ads, branded takeover ads, branded hashtag challenges, branded effects, spark ads, carousel ads, dynamic showcase ads, and collection ads. |
Chapter 4 Recap:
Creating SaaS paid ads doesn’t require special skills, but you have to identify your best audience and display time and limits for different ads. Likewise, you have to always stay on top of your performance metrics to ensure your campaigns are effective (and stop them when they suck your budget).
Chapter 5 – SaaS Content Marketing Automation
The more content you create, the more important automation is. Counterintuitively, there aren’t too many avenues that can be fully delegated to AI.
Source: Statista
The most automation-prone SaaS content marketing avenue is scheduling. With tools like Hootsuite, Buffer, HubSpot, and Zoho, you can automate posting across websites, blogs, social media, and third-party websites so every piece of content appears at the right time.
The same can be done with emails. With MailChimp, you can set up custom mailing workflows so every email is sent to the right subscriber at the right time. For example, you can launch your campaigns around 10 a.m. and 4 p.m., when people usually check their emails.
Source: Statista
The marketing automation market is unstoppable, growing at least 10% annually, with content management being the third most automated marketing domain. And it’s only the beginning: almost 70% of marketing decision-makers are planning to increase their budget for marketing automation, with only 11% willing to decrease it.
Here are the top-10 marketing automation software providers:
Source: Statista
If you’re just researching the market, HubSpot might be your go-to automation tool, as it provides almost everything a content marketer needs beyond familiar content generators like ChatGPT or tools for quick design like Canva.
But then again, although AI tools for SaaS content creation can give you a head start, speeding up the process and sparing you from many headaches, they won’t do the job for you – at least at the level of quality you need to beat the competition.
Answer this question: If everyone uses AI, what’s my unique flair?
You need to be different to attract attention. There’s really no other way to stand out. In a few years, the web is going to be so inundated with AI-generated content that – at least I believe so – human-created content will get a special place and honor – and it’s a safe bet you can make today.
Think about investing in content marketing that’s personal to your brand, your readers, and the way the content itself is created. Go the extra mile to ensure the E-A-T is there so Google pays attention to your content.
AI Content Writing Tools for SaaS Content Marketing
It might seem that ChatGPT has killed content writing, but this is only until you discover how the AI-generated content ranks: poorly (and how it sounds: machine).
Google is always searching for a way to push forward meaningful content, which obviously cannot be created in seconds by a random person. If you go deep enough into any topic, you can notice how imperfect any existing language model is.
Not for nothing is there a small disclaimer at the bottom:
Now let me walk you through the AI content writing multiverse…or is it even a multiverse?
I do think there’s no need to go any farther than ChatGPT because almost every “ChatGPT killer” uses the same language model in a different wrapping. So I’d recommend you splurge $20 monthly on ChatGPT and take it from there.
Plagiarism Checkers and AI Detectors for SaaS Content Marketing
If you’re using third-party materials and AI tools when creating content for SaaS, it’s important that Google doesn’t think your content is fully AI-generated, at least if you believe AI content doesn’t rank well. If so, you need plagiarism checkers and AI content detectors.
I’d recommend using this toolkit:
- Grammarly as a plagiarism checker and AI content detector
- Copyleaks as an AI content detector (no registration needed)
- Quillbot as an AI content detector (no registration needed to check up to 1,200 words)
Copyscape is also a popular choice, but I’ve settled down for these three. By the way, in my experience, the free AI check by Copyleaks has proven to be the strongest out of the three.
Chapter 5 Recap:
As far as SaaS content marketing automation goes, the most useful tool by far is ChatGPT – and it’s arguably the only one you can realistically use for tasks like brainstorming without losing the value of your content.
The niche is developing at breakneck speed, but so far I haven’t seen any other generation tool – across images, videos, audio, etc. – that could produce content indistinguishable from human-made content. So make sure to double-check everything AI touches.
Chapter 6 – How To Capitalize on SaaS Content Marketing Trends and Seasonality
“It’s better to be first than it is to be better – “ Al Ries and Jack Trout, The 22 Immutable Laws of Marketing
SaaS is growing at around 20% annually worldwide, but such general figures don’t give you enough information to act. You need to be as granular as you can when selecting the market and evaluating trends and audiences.
Here are some statistics that might give you some food for thought:
- Unsurprisingly, AI is traditionally believed to be the most impactful emerging trend in the SaaS sector, followed by vertical SaaS and no-code platforms
- Latin America is expected to be the fastest-growing cloud and SaaS market, followed by Africa, with SaaS growing across all regions
- The United States is forecasted to be way ahead of other leading SaaS economies like China, India, and the UK
A bit easier task is capitalizing on SaaS seasonality. For example, SaaS content marketers know that December is the month when businesses use remaining budgets to realize things that have been put on hold throughout the year.
Here’s the seasonal SaaS content you can create:
| January – March | In the beginning of the year, many businesses are looking for new ways to achieve productivity, so you might benefit from the content centered around new solutions that solve arising challenges and help capitalize on emerging trends.
Example: Blog posts like “Why 2025 is different from 2024, and How the X Tool Appeals to This Difference” may find more success in the beginning and end of the year. |
| April – June | In the second quarter, it might be reasonable to focus on the content that helps businesses optimize their workflows, automate routines, and save resources. Businesses have already settled with new workflows and are now looking for the most effective ways to execute their campaigns
Example: Content like, “How to Scale Your Lead Gen with X Tool to Triple Your Profits by End 2025” might find great response among businesses that have just reached their nominal capacity and are now looking for ways to improve. |
| July – September | Q3 might be the least profitable period due to vacations, lower commitment, and the general reluctance of businesses to adopt new solutions or change their workflows. So it might be reasonable to focus on educational content, time-saving features, and anything that doesn’t have a steep learning curve.
Example: Content like, “How to Generate Leads with Minimum Effort and No Loss in Quality with X Tool” might find its reader. |
| October – December | Q4 is always the most productive and profitable time because:
It’s not out of the question that your SaaS company can make more sales in Q4 than the rest of the year combined. Example: Sales-focused content like “Your Best Lead Gen Software with a Proven Track Record” is right what you need to trigger purchases without beating around the bush. |
To spot SaaS trends, SEO tools like Ahrefs or SEMrush might be your best helpers. You can use these to understand what content and when your competitors create, how they promote it, how similar audiences react, and what you can improve to craft better content.
Chapter 6 Recap:
SaaS content marketing is heavily impacted by trends and seasonality, so it makes sense to release content when the demand for this very type of content is there. Knowing the current sentiment, you can achieve more with the same content.
Chapter 7 – SaaS Content Marketing Metrics to Track Your Performance
As sleek and smooth your content seems to be, it only matters whether Google loves it and then – and if it does – whether actual readers find it so great that they feel the urge to read, click, and get what you advertise.
But you can measure it all.
Here are the most popular metrics to measure SaaS content marketing performance:
Source: Statista
The absolute best tool to track your content performance is Google Search Console (GSC) because it actually shows the real statistics for your website. As for Ahrefs, it predicts performance rather than actually measures it, so I would stick with GSC.
How To Measure Your Content Performance with Google Search Console
To measure the performance of a specific content piece with GSC, navigate to Search results->Add filter ->Page, and enter the URL you’d like to check:
Here’s what each of these parameters mean:
| Total Impressions | Shows how many times the measured webpage appeared in search in response to a query. For example, if a user searches for “SaaS content marketing,” and my guide appears within search results, I get one impression.
Important: An impression counts when a user can discover the page without having to make additional clicks, but it doesn’t necessarily have to appear within their range of vision. If the webpage can be scrolled into view without making clicks, this also counts as an impression. |
| Total Clicks | Shows how many times users click through to the measured webpage. Clicks are generally more important than impressions because clickers are closer to making an actual purchase.
Important: Only one click per user per link counts, so multiple clicks on the same link by the same user count as one click. If, however, the same user clicks on two different links and goes to the same webpage, this will count as two clicks. |
| Average CTR | Shows how frequently users choose to click on your content.
For example, if you have lots of impressions but a very low CTR, you might want to examine the content and the SERPs to understand why impressions don’t convert into clicks. Among possible reasons are that you appear next to a well-known brand, the content is not persuasive, or the CTAs are poorly written or placed. |
| Average Position | Average position is the webpage’s topmost position by all queries it ranks for. For every search result that gets an impression, its position is recorded to potentially be factored in in the average position score.
For example, if the “SaaS content marketing” query returns my website on position 3, 6, and 7 for different users, devices, and locations, while the “Content marketing for SaaS” query returns my website on 5, 9, and 17, then the average position score would be calculated as (3+5)/2 = 4. |
| Queries | Displays the top queries for which the measured website gets impressions and clicks.
Using these metrics, you can identify the keywords that generate clicks versus the keywords that only generate impressions. |
| Pages | Shows the number of impressions and clicks for the measured webpages. If you measure one webpage, you get the same numbers as in Total clicks and Total impressions. |
| Countries | Shows the total number of impressions and clicks from different countries. This is an important demographic metric for businesses that target specific locations. |
| Devices | Shows the distribution of impressions and clicks across desktop, mobile, and tablet devices. Knowing this proportion, you can adjust your optimization focus. |
| Search Appearance | Displays impressions and clicks for different types of search results that the measured webpage appears for. These may include categories like “AMP non-rich results,” “Translated results,” “Product snippets,” and more.
Knowing the search enhancements for the measured webpage and how impressions and clicks are distributed among them, you can optimize the website for rich results. |
| Dates | Shows how many impressions and clicks the webpage receives by day. Knowing when your users are most active, you can adjust your posting schedule.
For example, if you’ve identified that most clicks on blog posts come on Tuesdays and Thursdays – and the difference is substantial – you may want to post blogs on these days. |
Keyword Performance
Now that you know how to collect basic statistics for a specific webpage (or the entire website), you can do the same for a specific query. For example, since I’m optimizing my blog for “SaaS content marketing,” I’d be most interested in evaluating how this keyword performs.
To measure the performance of a specific query (keyword) in GSC, navigate to Search results->Add filter ->Query, and enter the query you’d like to check.
You’ll see the familiar statistics window:
Now you can analyze the performance of the chosen keyword the same way you’ve analyzed the webpage and optimize your SaaS content marketing strategy accordingly.
Backlinks
It’s no secret backlinks are the top ranking factor because Google reasonably thinks that valuable content gets more links.
You can check your backlinks in Google Search Console (basic metrics) and Ahrefs (advanced).
In Google Search, navigate to the “Links” section on the left side of the screen:
You can see all pages with external and internal links, but the statistics are very general. I would suggest using Ahrefs to get the full lowdown on external links.
Here’s how it looks in Ahrefs:
Conversions
Last but not least, the entire SaaS content marketing boils down to conversions, which you can measure in Google Analytics 4 (GA4). Importantly, conversions don’t necessarily mean sales – these can be sign-ups, downloads, or anything else that you’ve chosen as a conversion in GA4.
How To Set Up Conversion Goals in Google Analytics 4
To set up conversions in GA4, first make sure that the event is tracked (Data Display – > Events). You can even enable page views as conversions, or anything other potential interaction with your website.
Likewise, you can create a new conversion event:
If you’ve previously created any events based on the existing events, you’ll see them here.
If you haven’t created any, just click Create:
Now you’ll have to choose the event name and tracking conditions:
You’ll get a list of recommended event names: add to cart, add to wishlist, add payment info, begin checkout, and more – or you can customize it to meet your specific conversion goals.
Let’s name the event a “new_lead.”
Now you have to set conditions for this event by choosing the “Operator” (equals, does not equal, contains, does not contain, is less than or equals to, etc.) and “Value.”
For example, if you choose “equals” and “page_view,” the “new_lead” event will be triggered every time anyone views a page on your website – any page. This, of course, makes no sense, so we have to add an additional condition that specifies the exact URL we want to measure:
Now, you should enable the “new_lead” event in the “Event” tab in GA4 so it’s triggered every time anyone visits the measured URL. Of course, counting every page visit as a lead may only make sense for product pages, cart, and other pages that are supposed to convert.
Important: The created event will only be displayed in “Events” if it has been triggered at least once – in our case, if your measured URL was visited at least once. If the event isn’t displayed in “Events” – which means it hasn’t been triggered yet – you can manually add it in “Data Display -> Conversions.”
Click on “New conversion event:”
Now enter your event name (in our case, “new_lead”):
Now the event will be added to the GA4 Reports section: Reports->Life cycle->Conversions.
Chapter 7 Recap:
For content creators, it’s crucial to understand that they are responsible for the performance of their content, not just aesthetics. For this, you have to be aware of how search engines work and how each content piece performs.
At the same time, the performance metrics you use should reflect your specific SaaS content marketing goals. For informational content, these might be impressions; for BoFu content, these might be sign-ups, downloads, or subscriptions.
So What Is the Most Important in SaaS Content Marketing?
The role of copy and content in SaaS marketing cannot be overestimated, but I’m not gonna lie: the quality of your software product is even more important. The presence of a product that is worth marketing means you can actually back up your statements with real value, not just hype.
Alas, you cannot control this as a content marketer.
But what you CAN control is your knowledge of the B2C or B2B software you promote. And if it’s great, it’s not that hard to present it to the public.
Frequently Asked Questions
What is SaaS content marketing?
SaaS content marketing is the art of convincing potential clients of the superiority of your software and why they need to buy it. You can achieve this through blogging, social media marketing, paid advertising, and other SaaS content marketing strategies.
Is content marketing important in SaaS?
Contact marketing is the second most important thing in a SaaS after the software itself. For 70% of marketers, content marketing has increased engagement and generated more leads than they were able to generate before.
What is the best tool for SaaS content marketing?
I would say the best SaaS content marketing tool is Ahrefs because it allows you to identify the demand and develop a winning B2C or B2B SaaS content marketing strategy.
How much does SaaS content marketing cost per month?
SaaS content marketing may cost you nothing but time – if you do everything on your own – or it may cost dozens of thousands of dollars monthly if you’re a big company. However, a more important indicator is your SaaS content marketing ROI.