Developing a Winning SaaS Content Strategy That Generates Leads

Supriya Jain
6 min readMay 8, 2023


SaaS content marketing strategy is crucial to success of SaaS companies.

If you’re running a SaaS business, you know how crucial it is to have a solid SaaS content strategy in place. After all, the SaaS industry is growing at over 18% every year, so you must be prepared to take on intense competition. Your content is what sets you apart from your competitors, builds trust with potential customers, and ultimately generates leads. But creating content that drives results can be a daunting task.

When it comes to SaaS content strategy, you need to focus on educating your audience, providing value, and positioning your product as the solution to their problems. This means creating high-quality blog posts, videos, whitepapers, and other types of content pieces. This content must address your target audience’s pain points and provide them with actionable solutions.

From identifying your target audience to crafting compelling content that converts, this guide will provide you with the tools and tips you need to take your content strategy to the next level and grow your business. So, let’s dive in!

Why SaaS Startups Need a Content Marketing Strategy?

Having a well-defined SaaS content strategy that generates leads is crucial for the success of your business. It is useful in attracting the right audience, building credibility, driving traffic, educating your audience, and improving your conversion rates. In fact, one client of Nectafy registered growth rate of 674% based solely on a comprehensive content strategy.

Having a comprehensive SaaS content strategy is crucial to the success of a company.

Here are some of the benefits of implementing a solid content strategy:

  • Attracting the Right Audience: You will be able to understand your target audience and craft content that speaks directly to their pain points. You can then attract the right people to your website and increase your chances of converting them into customers.
  • Building Credibility and Authority: Creating high-quality, informative content helps establish your business as a thought leader in your industry. This builds credibility and authority, which can lead to more trust and sales. Afterall, 92% of marketers consider content as a crucial asset for their brands.
  • Driving Traffic to Your Website: A well-crafted content strategy can help drive traffic to your website through SEO optimization, social media promotion, and other marketing tactics. This can increase brand awareness and generate more leads.
  • Educating Your Audience: By providing valuable information through content, you can educate the audience and position your product as the solution to their problems. This builds trust and loyalty, which can lead to long-term customer relationships.
  • Improving Conversion Rates: With a clear call-to-action and strategic placement of lead magnets, such as whitepapers or eBooks, you can improve your conversion rates and turn website visitors into paying customers.
Having a comprehensive SaaS content strategy is crucial to the success of a company.

Steps for Creating Your SaaS Content Strategy

Developing a SaaS content strategy can be overwhelming but breaking it down into manageable steps can make the process easier. Here are the key steps for creating your SaaS content strategy. By following these six steps, you can create a SaaS content strategy that generates leads and drives business growth:

  • Define Your Target Audience: The first step in creating a content strategy is to identify your target audience. Who are your ideal customers? What are their pain points and challenges? By answering these questions, you can create content that speaks directly to their needs and interests.
  • Set Your Goals: Once you have a clear understanding of your target audience, it’s crucial to set specific goals for your content strategy. Are you looking to increase website traffic? Generate more leads? Build brand awareness? By setting specific, measurable goals, you can track your progress and adjust your strategy as needed. With average SaaS business spending between $342,000 to $1,080,000 every year on content marketing, having clearly defined goals is crucial.
  • Conduct Keyword Research: To ensure that your content is reaching the right audience, it’s essential to conduct keyword research. This involves identifying the keywords and phrases that your target audience is searching for online. By incorporating these keywords into your SaaS content, you can improve your search engine rankings and drive more traffic to your website.
  • Plan Your Content Types: There are a variety of content types that you can use to engage with your target audience. This SaaS content list includes blog posts, videos, infographics, whitepapers, and case studies. Consider which types of content will be most effective for your business and plan out a content calendar.
  • Develop Your Content: With your target audience, goals, keywords, and content types in mind, it’s time to start developing your content. Focus on creating high-quality, informative content that provides value to your audience and positions your product as the solution to their problems.
  • Promote Your Content: Once you have created your content, it’s important to promote it through various channels. You can use social media, email marketing, and influencer outreach. This can help increase your content’s visibility and reach a wider audience. Remember to regularly track your progress and adjust your strategy as needed to ensure that you are meeting your goals and reaching your target audience effectively.
Having a comprehensive SaaS content strategy is crucial to the success of a company.

SaaS Content Marketing Case Studies

Practical successful SaaS content marketing strategies focus on providing value to the target audience, establishing thought leadership, and driving leads and conversions. These three real-life examples demonstrate the power of a well-crafted content strategy to drive growth and success.

  • HubSpot: HubSpot is a popular SaaS company that offers marketing, sales, and customer service software. They are known for their successful content marketing strategy, which includes a blog, podcasts, webinars, and eBooks. HubSpot’s content focuses on educating its target audience and providing value. This has helped them establish themselves as a thought leader in their industry. Their content strategy has been so successful that they have been able to build a massive audience. HubSpot has also been able to generate a significant portion of its leads through content marketing.
  • Salesforce: Salesforce is another SaaS giant that has built a successful content marketing strategy. They produce a variety of content types, including blog posts, whitepapers, videos, and podcasts, designed to engage their target audience. Their content is also optimized for SEO, which helps them drive traffic and generate leads. Salesforce’s content strategy has been so successful that they have been able to establish itself as a leader in the CRM industry. They have been able to maintain their position at the top of the market.
  • Buffer: Buffer is a social media management tool that has built a successful content marketing strategy around its blog. Their content focuses on providing value to their audience by sharing tips, strategies, and insights related to social media marketing. They also use their blog to promote their product and drive signups. Buffer’s content strategy has been successful, and they have created a loyal audience relying on their content for guidance.

Before You Go!

In today’s competitive SaaS landscape, a robust content marketing strategy is essential. It helps businesses generate leads, build brand awareness, and establish themselves as thought leaders in their industry. By following these steps and learning from real-life success stories, you can create a strategy that engages your target audience, drives traffic to your website, and helps you achieve your business goals.

If you are interested in learning more about SaaS content strategy or want to create a comprehensive SaaS content plan, contact the experts at Scribblers India. With multiple years of experience in SaaS content marketing, the experts at Scribblers will help you navigate the intricacies of the process perfectly



Supriya Jain

Supriya is an ardent writer and Founder of Scribblers India, a bespoke content marketing firm, offering 360-degree communication services to its customers.