Due to the rapid technical progress, the entry barriers for SaaS companies are getting lower and lower. However, this also means an increased number of providers and competitors. This is good news for consumers. After all, potential customers today have a wide range to choose from. The potential customers want to read information and materials on the Internet to compare the different providers. Anyone who has not built up visibility on the Internet as a SaaS company will remain largely unnoticed.

At this point, content marketing can intervene effectively. This form of marketing is one of the few solutions that can address the typical problems of SaaS companies. For this reason, we are today concerned with the use and implementation of content marketing for SaaS companies.

What is the use of content marketing for SaaS?

Ideally, potential customers will find themselves on the website of a SaaS company and sign up for a subscription on their own – without lengthy direct sales calls. Although costly enterprise solutions can be an exception, the bulk of subscriptions should be made possible through an automated process.

Only in this way can a SaaS company be scaled. Content marketing can play a central role in this process. The following points make it clear why high-quality content can sustainably improve the growth of SaaS:

  • Organically safe traffic
  • Brand identity and brand awareness
  • customer trust
  • Customer Support

The Organic Traffic: The traffic from the search engines is much cheaper and more effective in the long run than through PPC campaigns. An increase in traffic through relevant content leads to increased reach and a higher number of website visitors. This increases the chance that potential customers will become aware of the company and eventually become paid customers.

See Also: 5 Reasons to Outsource your Content Marketing

Brand Identity and Brand Awareness: The regular publication of high-quality content means that brand identity and brand awareness can be sustainably optimized. Potential customers who compare several providers can thus be convinced by a strong brand.

Customer Confidence: Providing useful content to potential customers on a regular basis adds value, and confidence in the business can be strengthened. The problems or challenges of the customers should therefore already be taken up by the content and partially resolved. The ultimate overall solution to the problem is the company’s offer. Since SaaS businesses value customer lifetime value, customers need to be committed to the business over the long term.

Customer Support: Frequently asked questions from potential customers can be answered by extensive content. Future questions about the offer can, therefore, be clarified by FAQs, blog articles or guides. This can limit customer support by e-mail or phone. In addition, existing customers can also be kept with high-quality content. Useful information or practical tips for using the offer can thus strengthen customer loyalty.

What do you need to keep in mind when content marketing for SaaS?

For content marketing to take full effect, the content needs to be adapted to the sales funnel of the SaaS company. Although this also applies to other business models, in a SaaS company you must pay attention to some peculiarities. In the following, let’s take a look at the different levels of the Sales Funnel and pick up what type of content is relevant.


If you do not already have a long reach or a strong brand, then most of your potential customers will not know you yet. However, this is not the only challenge. Because potential customers often do not even know the solution to their particular problem. In this case, the audience is not looking directly for your product offer, but for information about the problem. Your job as a marketer is to publish content that will pick up the potential customer at that exact location.

Main goal: Generate reach, Traffic and Brand Awareness

Content types:

  • Blog Article
  • Social media posts
  • Infographics
  • Videos
  • Podcasts

Lead Generation

In this step, potentials know your SaaS business and service offerings, but they’re not completely convinced yet. For this reason, the content should aim to build the trust of potential customers. Make them feel that your business is an expert in your industry and can add value.

Main goals: Building customer confidence and establishing as an industry expert

Content types:

  • Webinars
  • Case studies
  • Newsletter
  • E-Books

Buying decision

The potential customers understood at this point that your offer could solve their problem. The content in this phase must, therefore, help clear any doubts. In this case, SaaS companies have the possibility to offer free demo versions and instructions to finally convince the customer. In addition, it makes sense to present information about the prices and features of each offer graphically.

Main goal : build customer confidence and increase sales

Content types:

  • Demos
  • Videos
  • Newsletter
  • Price Tables
  • Product Overview
  • Testimonials

Customer relationship

Building a loyal customer relationship and high customer lifetime value is particularly important to SaaS companies. Building a customer relationship with high-quality content reduces the risk of users logging out of the service and losing revenue.

Main Objective: Conservation of Customers, Implementation of Upsells, Referral Marketing

Content types:

  • Webinars/workshops for customers
  • case studies
  • Tutorials
  • E-Books

Conclusion Content Marketing for SaaS

Since SaaS companies offer their services directly on their own website, content marketing can be a sensible investment. Content marketing can not only generate additional traffic and leads but also positively influence the company’s revenues. If you want to build a strong internet presence as a SaaS company, you should start early with the implementation of content marketing.