Content Marketing Built for SaaS
Content marketing for SaaS is not the same as blogging. A general content marketing agency will assign writers to produce articles targeting high-volume keywords, measure success by traffic, and call it a win when the numbers go up. SaaS content marketing has a different success metric: did the content produce trial signups, qualified pipeline, or customers?
The difference matters because SaaS content strategy is built around the buyer journey, not just keyword opportunity. A SaaS company has buyers at multiple stages simultaneously: someone who just discovered they have a problem, someone comparing four vendors, and someone who already uses a competitor but is looking for a reason to switch. The content program has to serve all of them, and measuring it only by traffic produces a strategy optimized for the wrong outcome.
We have built content programs for our nine in-house SaaS products and for client companies. All of them started with the same foundation: understanding who the buyer is at each stage, mapping that to the specific language they use when they search, and building a content architecture that puts the right content in front of the right person at the right moment. Traffic is a byproduct of doing that well, not the goal.
What Our SaaS Content Marketing Work Includes
Content strategy and architecture. The foundation. Before any content is written, we produce a content strategy document: keyword research mapped to buyer intent, a content architecture that organizes pages by stage and purpose, a competitive content audit, and a prioritized publishing roadmap. This typically takes three to four weeks and is the most important deliverable in the engagement.
SEO-driven content production. Articles, landing pages, and supporting content produced against the strategy. Every piece is assigned a primary keyword cluster, a buyer stage, a conversion goal, and internal link targets. We write content that ranks because it genuinely answers what the buyer is looking for, not because it hits a keyword density.
High-intent commercial pages. The landing pages that convert organic traffic: product category pages, comparison and alternative pages, use-case-specific landing pages. These are the highest-value pages in a SaaS content program and the most often neglected. We treat these as a distinct content type with different requirements from blog content.
Content refresh and audit. Existing content that has stopped ranking, never ranked, or is ranking but not converting. We audit, prioritize, and refresh content that has already earned a place in the index, which is often faster than creating new content to achieve the same result.
Editorial oversight. If you have an internal writing team or use freelancers, we can manage the strategy, briefs, and quality review rather than producing all content ourselves. This scales the program without requiring us to be the only writer.
The Content Types That Drive SaaS Growth
Not all content works equally well. The hierarchy for SaaS:
Comparison and alternative pages. “X vs. Y” and “alternative to X” content targets buyers who are actively evaluating and have commercial intent. These pages typically convert at two to five times the rate of informational blog posts. Most SaaS companies avoid them because they feel uncomfortable naming competitors. That is a mistake.
Problem-specific how-to content. Posts that target the specific workflow problem your product solves, written for the buyer who has the problem and is looking for a solution. Not “everything you need to know about accounting automation.” More like “how to import bank statements into QuickBooks without re-keying data.” The more specific the problem, the more qualified the reader.
Tool and template pages. Free resources (calculators, templates, checklists) that attract buyers at the problem-aware stage. These often rank for high-volume terms and generate email captures that can be nurtured toward trial.
Feature and use-case pages. Pages that explain a specific capability of the product for a specific audience. “Time tracking for architecture firms” is more valuable than “time tracking software” for a product targeting professional services. These long-tail pages compound over time into a significant share of organic signups.
How We Measure Success
The right metrics for SaaS content marketing, in order of importance:
- Trial signups and qualified leads from organic channels
- Organic keyword rankings for targeted commercial terms
- Organic traffic to pages designed for conversion (not total site traffic)
- Content page conversion rate (traffic to trial signup)
We do not optimize for vanity metrics: total traffic, social shares, or average time on page. A piece of content that ranks on page one for a high-volume informational keyword and generates zero signups is a poor return on investment. We measure what matters to the business.
To discuss your content marketing program, get in touch or get a free estimate.