Is your B2B SaaS website losing customers too quickly? A churn rate above 2% is a clear sign that something’s not working—and often, it comes down to content that isn’t connecting with your readers.
Creating the right content matters more than ever. It needs to reach the right people at the right time with messages that actually help them solve their problems.
In this article, we’ll walk you through simple, practical steps to build a B2B SaaS content strategy that works.
Need help getting started? At Crackerjack Marketing, we humanize digital marketing for B2B brands through creative strategies and content that connects and converts. Our senior-level team has been raising awareness and magnetizing leads for businesses since 2010. Start a conversation with our B2B digital marketing experts today.
Why Content Marketing is Crucial for B2B SaaS
The B2B SaaS buying journey is complex and often involves multiple decision-makers.
Content marketing plays a vital role in educating and nurturing these stakeholders throughout their journey.
Here’s why it’s essential:
- Education-First Approach: B2B buyers need to thoroughly understand your solution before committing. And they heavily rely on content for that! According to the 2022 Content Preferences Survey Report, 62% of B2B buyers engage with three to seven pieces of content before connecting with a salesperson, while 11% consume more than seven.
- Extended Sales Cycles: The same Demand Gen report says 55% of B2B buyers rely more on content than ever before to research and make purchasing decisions. Quality content helps nurture leads through longer sales cycles.
- Cost-Effective Lead Generation: Companies that blog get up to 67% more monthly leads than brands that don’t, making content marketing one of the most cost-effective ways to generate qualified leads.
- Building Trust and Authority: Consistent, valuable content creation establishes your brand as a thought leader in your industry, which is crucial for B2B decision-makers.
According to the Content Marketing Institute’s research, content marketing helped B2B marketers (sample size = 980) achieve the following goals in the last 12 months:
- 87% created more brand awareness
- 74% generated more demand/leads
- 62% nurtured subscribers/audience/leads
- 52% grew loyalty with existing clients/customers
- 49% generated substantial sales/revenue
- 9% reduced customer support costs
Unlike paid advertising, which stops working the moment you stop paying, content marketing creates lasting assets.
Every high-quality piece you publish continues to attract organic traffic months and even years later, generating compounding returns over time.
Key Components of B2B SaaS Content Marketing Strategy
You need a solid plan before you start creating a content marketing engine.
Let’s break down the four essential pieces of a successful B2B SaaS content strategy that will help you reach your goals:
1. Setting Clear Goals
Start by defining what you want to achieve with your content.
Having clear goals helps you measure success and adjust your strategy as needed:
- Get more qualified leads for your sales team
- Increase blog traffic from your target audience
- Convert more visitors into trial users or demo requests
- Build brand recognition in your industry
Think of these goals as your destination—they tell you where you want your content to take you.
For example, if you’re just starting out, you might focus on building awareness. If you’re more established, you might prioritize converting existing traffic into leads.
2. Understanding Your Audience
Your content needs to speak directly to the people who will buy your software.
This means going beyond basic demographic information to really understand their needs.
Create profiles of your ideal customers by answering these questions:
- What problems are they trying to solve?
- What stops them from solving these problems today?
- How do they make purchasing decisions?
- Where do they look for information?
Let’s say you sell project management software.
Your audience might include project managers who struggle with team coordination, budget tracking, and meeting deadlines.
Your content should address these specific challenges.
3. Building Your Content Framework
Your content framework is your roadmap for creating and organizing content.
It helps ensure that everything you publish serves a purpose and reaches the right people.
Your framework should include:
- Main topics you’ll cover (called content pillars)
- Content schedule (when and what you’ll publish)
- Writing guidelines (how to communicate your brand’s voice)
- Plan for sharing your content
For example, if you sell accounting software, your content pillars might include bookkeeping tips, tax compliance, and financial reporting.
Each piece of content you create should fit into one of these categories.
4. Making Your Content Findable (SEO)
SEO (Search Engine Optimization) helps people find your content when they search online.
While it might sound technical, the basics are straightforward:
- Research what terms your audience searches for (keywords)
- Include these terms naturally in your content (on-page optimization)
- Make sure your website works well technically (technical SEO)
- Get other reputable sites to link to your content (aka backlinks)
Search marketers now say, “Good SEO isn’t about tricking search engines—it’s about making it easy for your audience to find helpful information. You need to create content that genuinely serves your readers’ interest.”
When done right, SEO brings you consistent traffic without paying for ads.
Types of Content for B2B SaaS
According to Statista, here are the most valuable content types for moving prospects through the sales funnel:
| Content-Type | Success Rate |
| Articles/blog posts | 55% |
| Reviews/customer testimonials | 43% |
| Whitepapers | 38% |
| Videos | 33% |
| Webinars | 30% |
| Research reports | 28% |
| Social media posts | 23% |
| Content created with partners | 19% |
You need to match content formats to personas and funnel stages for maximum relevance and conversions:
Top of Funnel (Awareness):
- Blog Posts: Educational articles that address common industry challenges and questions.
- Infographics: Visual representations of data or processes that make complex information easily digestible.
- Industry Reports: Original research and insights that establish your authority in the field.
- Social Media Content: Bite-sized, shareable content that builds brand awareness and engagement.
- Educational Videos: Visual explanations of industry concepts and best practices.
Middle of Funnel (Consideration):
- Case Studies: Real-world examples showing how your solution solved specific customer problems.
- Webinars: Live or recorded presentations diving deep into relevant topics and solutions.
- Product Comparisons: Detailed analysis of different solutions available in the market.
- Email Courses: Sequential content delivered via email to educate prospects over time.
- Technical Guides: In-depth resources that help readers understand complex topics or processes.
Bottom of Funnel (Decision)
- Product Demonstrations: Live or recorded walkthroughs of your software’s key features.
- Customer Testimonials: Real feedback and success stories from current customers.
- ROI Calculators: Interactive tools helping prospects understand the value of your solution.
- Implementation Guides: Step-by-step instructions for getting started with your product.
- Free Trials: Hands-on experience with your software before making a purchase.
Creating great content is just the beginning. The magic happens when you strategically use the winning content formula to nurture leads through their buying journey.
Content Distribution Channels for B2B SaaS Companies
You can’t just create great content and hope people will find it.
According to Ahrefs, about 96.55% of content published gets absolutely no traffic from Google!
If you publish content without a solid distribution strategy, you’ll likely miss out on most of your potential audience.
Channels Channels You Own
These are platforms where you have complete control over your content and how it’s presented.
Think of them as your home base for content distribution.
Your company blog serves as the foundation of your content strategy. This is where you’ll publish in-depth articles, guides, and updates that showcase your expertise.
Make sure to organize your blog content into clear categories so readers can easily find what interests them.
Other key channels you control include:
- Your email newsletter, where you can share content directly with subscribers
- Social media accounts on platforms like LinkedIn and X
- A resource center on your website with downloadable content like whitepapers and ebooks
- Your product documentation and knowledge base
Need help making the most of your owned channels? Our team at Crackerjack Marketing specializes in helping B2B SaaS companies build strong content foundations.
We’ll work with you to create a LinkedIn strategy that positions your executives as thought leaders and opens doors to meaningful business opportunities and connections. Let’s discuss how to elevate your team’s digital presence.
Content That Others Share
When people and companies share your content, it creates public exposure that extends your reach beyond your owned channels.
This type of distribution is known as “earned media”—organic exposure through word of mouth, customer reviews, social media mentions, or media coverage resulting from your content’s quality and relevance.
It’s media that a company has ‘earned’ from its consumers rather than created or purchased directly.
Some practical ways to generate earned media include:
- Develop high-quality content that naturally encourages sharing
- Build relationships with journalists and industry publications
- Engage authentically in professional communities and forums
- Create shareable resources that provide genuine value
- Cultivate positive customer experiences that lead to reviews and testimonials
For example, when you publish insightful industry analysis, other professionals might share it on LinkedIn or reference it in their own content, amplifying your reach organically.
While earned media doesn’t require direct payment, it does involve investment in relationship-building and content quality.
However, influencer partnerships—a form of earned media—can be costly, with many marketers spending between $10,000 and $500,000 on influencer marketing (according to this Harvard Business Review article).
No matter the type, success in earned media relies heavily on your blogger outreach follow through—how well you nurture relationships with industry influencers and publications over time.
It also depends on consistently delivering value that others find worth sharing and discussing
Paid Distribution
Sometimes, it’s worth investing money to get your content in front of the right audience faster.
While this requires a budget, it can help you reach specific target audiences more quickly.
Popular paid distribution methods include:
- Running ads on LinkedIn (it is used by 80% of B2B marketers, making it the most used social platform for B2B marketing)
- Promoting posts on other social media platforms
- Using Google Ads to appear in search results
- Sponsoring content on industry websites
- Retargeting people who’ve already visited your site
When choosing paid channels, start small and test what works best for your audience. Track your return on investment carefully before scaling up your spending.
Pro Tip: Mix these different types of distribution for the best results. For example, publish a blog post (owned), share it on LinkedIn (owned), encourage employees to share it (earned), and then boost it with some targeted advertising (paid) to maximize its reach.
How to Measure the Impact of SaaS Content Marketing
You can’t improve what you don’t measure.
Let’s look at the key metrics you should track to understand if your content marketing efforts are paying off:
- Website Traffic: How many people visit your content, including first-time visitors and returning readers? This helps you understand if your content is reaching your target audience.
- Average Time on Page: The amount of time visitors spend reading your content. Longer times usually mean people find your content valuable and engaging.
- Bounce Rate: The percentage of visitors who leave after viewing just one page. A high bounce rate might mean your content isn’t meeting visitor expectations.
- Social Engagement: The number of shares, likes, and comments your content receives. This shows if people find your content worth sharing with their network.
- Email Performance: Your open and click rates for email newsletters. This indicates how well you’re maintaining relationships with your subscribers.
- Lead Generation Rate: The percentage of readers who download resources, sign up for newsletters, or fill out contact forms.
- Trial Signups: How many people start a free trial after reading your content? This directly shows your content’s ability to generate interest in your product.
- Demo Requests: The number of visitors who ask for a product demonstration after engaging with your content.
Challenges in B2B SaaS Content Marketing
The SaaS market continues to show strong growth, with Gartner forecasting spending to reach $295.1 billion by the end of 2025.
Yet, despite this massive growth, about 90% of SaaS startups don’t make it.
Why? Often, it comes down to poor marketing strategies, misunderstanding their target audience, and failing to communicate their value effectively.
Content marketing can help solve these challenges, but it comes with its own set of hurdles.
Let’s see the most common content marketing challenges SaaS companies face and, more importantly, how to overcome them.
Creating High-Quality Content Consistently
Putting out great content week after week isn’t easy. Many companies start strong but struggle to maintain their momentum over time.
How to Overcome This:
Start by creating a realistic content calendar that matches your resources.
If you can only publish one high-quality article per week, that’s fine—consistency matters more than quantity.
Consider building a team of both in-house and freelance writers to share the workload.
Key steps to maintain quality:
- Create detailed writer guidelines
- Build a bank of content ideas
- Plan content themes quarterly
- Set up a reliable editing process
Standing Out in a Crowded Market
With so many SaaS companies publishing content, it’s getting harder to catch your audience’s attention.
Generic “how-to” articles and basic listicles won’t cut it anymore.
How to Make Your Content Unique:
Focus on creating content that only you can write.
Share your unique experiences, conduct original research, or offer fresh perspectives on industry trends.
For example, instead of writing another generic guide about email marketing, share actual results and lessons from your own email campaigns.
Managing Long Sales Cycles
B2B SaaS companies typically have a median sales cycle of 2.5 months. It can sometimes be longer—6-12 months or more.
This means you must keep prospects engaged with relevant content for extended periods.
How to Support the Buyer’s Journey:
Here’s how smart companies use content for lead nurturing throughout the long cycle:
- Start by offering valuable top-of-funnel content like e-books or industry reports in exchange for basic contact information.
- Use email automation to share relevant follow-up content based on what interested them initially. Each interaction (opening emails, clicking links, downloading more resources) increases their engagement score.
- As leads show more interest, invite them to more interactive content like webinars or product demos. This helps qualify them further and shows they’re moving closer to a purchase decision.
- When leads reach a certain engagement threshold through these touchpoints, your sales team can step in with personalized outreach, armed with knowledge about the prospect’s interests and behavior.
Nurture leads with regular touchpoints through email and social media to stay top of mind.
Working with Limited Resources
Most SaaS companies, especially startups, have to work with tight budgets and small teams.
This can make it challenging to produce enough content to compete with larger competitors.
How to Maximize Your Resources:
Make your content work harder by repurposing it into different formats:
- Turn webinars into blog posts
- Break long articles into social media content (like LinkedIn carousels)
- Convert customer Q&As into FAQ pages
- Use podcast interviews as the basis for case studies
Pro Tip: Focus on quality over quantity, and don’t try to be everywhere at once. It’s better to excel on one or two channels than to spread yourself too thin across many platforms.
Frequently Asked Questions (FAQs)
Let’s address some common questions about B2B SaaS content marketing:
What is the Difference Between Inbound and Outbound Content Strategies for SaaS?
Inbound content strategies focus on attracting customers through valuable content that addresses their needs and pain points. The key inbound marketing assets include blog posts, e-books, and webinars.
Outbound strategies involve actively pushing content to potential customers through email marketing and paid advertising.
How Often Should B2B SaaS Companies Publish Content?
Research shows that companies publishing 16+ blog posts per month get 3.5x more traffic than those publishing 0-4 posts.
However, quality should never be sacrificed for quantity. Aim for 2-4 high-quality pieces per week to start.
How Can I Leverage LinkedIn for Content Distribution in B2B SaaS?
Engage prospects where they are—LinkedIn dominates B2B digital engagement.
Post regularly, engage with industry discussions, and use LinkedIn’s publishing platform for long-form content.
Share a mix of original content and curated industry insights.
How Do I Convert Content Leads into Paying Customers?
Nurture marketing qualified leads (MQL) through targeted email sequences that provide helpful content explaining product capabilities and real customer results.
Also, direct prospects to conversion-focused web pages like free trials and ROI calculators. Multichannel nurturing is key.
Conclusion
B2B SaaS content marketing is powerful when done right. Focus on quality, understand your audience, and measure what matters.
At Crackerjack Marketing, we humanize digital marketing for B2B brands. As senior-level strategists with 14+ years of experience, we create magnetized presences for businesses through content that connects and converts.
We take the puzzle pieces of marketing off your plate so you can focus on what you do best.Ready to elevate your visibility and brand awareness? Spark a conversation with our B2B digital marketing experts today.
Is your B2B SaaS website losing customers too quickly? A churn rate above 2% is a clear sign that something’s not working—and often, it comes down to content that isn’t connecting with your readers.
Creating the right content matters more than ever. It needs to reach the right people at the right time with messages that actually help them solve their problems.
In this article, we’ll walk you through simple, practical steps to build a B2B SaaS content strategy that works.
Need help getting started? At Crackerjack Marketing, we humanize digital marketing for B2B brands through creative strategies and content that connects and converts. Our senior-level team has been raising awareness and magnetizing leads for businesses since 2010. Start a conversation with our B2B digital marketing experts today.
Why Content Marketing is Crucial for B2B SaaS
The B2B SaaS buying journey is complex and often involves multiple decision-makers.
Content marketing plays a vital role in educating and nurturing these stakeholders throughout their journey.
Here’s why it’s essential:
- Education-First Approach: B2B buyers need to thoroughly understand your solution before committing. And they heavily rely on content for that! According to the 2022 Content Preferences Survey Report, 62% of B2B buyers engage with three to seven pieces of content before connecting with a salesperson, while 11% consume more than seven.
- Extended Sales Cycles: The same Demand Gen report says 55% of B2B buyers rely more on content than ever before to research and make purchasing decisions. Quality content helps nurture leads through longer sales cycles.
- Cost-Effective Lead Generation: Companies that blog get up to 67% more monthly leads than brands that don’t, making content marketing one of the most cost-effective ways to generate qualified leads.
- Building Trust and Authority: Consistent, valuable content creation establishes your brand as a thought leader in your industry, which is crucial for B2B decision-makers.
According to the Content Marketing Institute’s research, content marketing helped B2B marketers (sample size = 980) achieve the following goals in the last 12 months:
- 87% created more brand awareness
- 74% generated more demand/leads
- 62% nurtured subscribers/audience/leads
- 52% grew loyalty with existing clients/customers
- 49% generated substantial sales/revenue
- 9% reduced customer support costs
Unlike paid advertising, which stops working the moment you stop paying, content marketing creates lasting assets.
Every high-quality piece you publish continues to attract organic traffic months and even years later, generating compounding returns over time.
Key Components of B2B SaaS Content Marketing Strategy
You need a solid plan before you start creating a content marketing engine.
Let’s break down the four essential pieces of a successful B2B SaaS content strategy that will help you reach your goals:
1. Setting Clear Goals
Start by defining what you want to achieve with your content.
Having clear goals helps you measure success and adjust your strategy as needed:
- Get more qualified leads for your sales team
- Increase blog traffic from your target audience
- Convert more visitors into trial users or demo requests
- Build brand recognition in your industry
Think of these goals as your destination—they tell you where you want your content to take you.
For example, if you’re just starting out, you might focus on building awareness. If you’re more established, you might prioritize converting existing traffic into leads.
2. Understanding Your Audience
Your content needs to speak directly to the people who will buy your software.
This means going beyond basic demographic information to really understand their needs.
Create profiles of your ideal customers by answering these questions:
- What problems are they trying to solve?
- What stops them from solving these problems today?
- How do they make purchasing decisions?
- Where do they look for information?
Let’s say you sell project management software.
Your audience might include project managers who struggle with team coordination, budget tracking, and meeting deadlines.
Your content should address these specific challenges.
3. Building Your Content Framework
Your content framework is your roadmap for creating and organizing content.
It helps ensure that everything you publish serves a purpose and reaches the right people.
Your framework should include:
- Main topics you’ll cover (called content pillars)
- Content schedule (when and what you’ll publish)
- Writing guidelines (how to communicate your brand’s voice)
- Plan for sharing your content
For example, if you sell accounting software, your content pillars might include bookkeeping tips, tax compliance, and financial reporting.
Each piece of content you create should fit into one of these categories.
4. Making Your Content Findable (SEO)
SEO (Search Engine Optimization) helps people find your content when they search online.
While it might sound technical, the basics are straightforward:
- Research what terms your audience searches for (keywords)
- Include these terms naturally in your content (on-page optimization)
- Make sure your website works well technically (technical SEO)
- Get other reputable sites to link to your content (aka backlinks)
Search marketers now say, “Good SEO isn’t about tricking search engines—it’s about making it easy for your audience to find helpful information. You need to create content that genuinely serves your readers’ interest.”
When done right, SEO brings you consistent traffic without paying for ads.
Types of Content for B2B SaaS
According to Statista, here are the most valuable content types for moving prospects through the sales funnel:
| Content-Type | Success Rate |
| Articles/blog posts | 55% |
| Reviews/customer testimonials | 43% |
| Whitepapers | 38% |
| Videos | 33% |
| Webinars | 30% |
| Research reports | 28% |
| Social media posts | 23% |
| Content created with partners | 19% |
You need to match content formats to personas and funnel stages for maximum relevance and conversions:
Top of Funnel (Awareness):
- Blog Posts: Educational articles that address common industry challenges and questions.
- Infographics: Visual representations of data or processes that make complex information easily digestible.
- Industry Reports: Original research and insights that establish your authority in the field.
- Social Media Content: Bite-sized, shareable content that builds brand awareness and engagement.
- Educational Videos: Visual explanations of industry concepts and best practices.
Middle of Funnel (Consideration):
- Case Studies: Real-world examples showing how your solution solved specific customer problems.
- Webinars: Live or recorded presentations diving deep into relevant topics and solutions.
- Product Comparisons: Detailed analysis of different solutions available in the market.
- Email Courses: Sequential content delivered via email to educate prospects over time.
- Technical Guides: In-depth resources that help readers understand complex topics or processes.
Bottom of Funnel (Decision)
- Product Demonstrations: Live or recorded walkthroughs of your software’s key features.
- Customer Testimonials: Real feedback and success stories from current customers.
- ROI Calculators: Interactive tools helping prospects understand the value of your solution.
- Implementation Guides: Step-by-step instructions for getting started with your product.
- Free Trials: Hands-on experience with your software before making a purchase.
Creating great content is just the beginning. The magic happens when you strategically use the winning content formula to nurture leads through their buying journey.
Content Distribution Channels for B2B SaaS Companies
You can’t just create great content and hope people will find it.
According to Ahrefs, about 96.55% of content published gets absolutely no traffic from Google!
If you publish content without a solid distribution strategy, you’ll likely miss out on most of your potential audience.
Channels Channels You Own
These are platforms where you have complete control over your content and how it’s presented.
Think of them as your home base for content distribution.
Your company blog serves as the foundation of your content strategy. This is where you’ll publish in-depth articles, guides, and updates that showcase your expertise.
Make sure to organize your blog content into clear categories so readers can easily find what interests them.
Other key channels you control include:
- Your email newsletter, where you can share content directly with subscribers
- Social media accounts on platforms like LinkedIn and X
- A resource center on your website with downloadable content like whitepapers and ebooks
- Your product documentation and knowledge base
Need help making the most of your owned channels? Our team at Crackerjack Marketing specializes in helping B2B SaaS companies build strong content foundations.
We’ll work with you to create a LinkedIn strategy that positions your executives as thought leaders and opens doors to meaningful business opportunities and connections. Let’s discuss how to elevate your team’s digital presence.
Content That Others Share
When people and companies share your content, it creates public exposure that extends your reach beyond your owned channels.
This type of distribution is known as “earned media”—organic exposure through word of mouth, customer reviews, social media mentions, or media coverage resulting from your content’s quality and relevance.
It’s media that a company has ‘earned’ from its consumers rather than created or purchased directly.
Some practical ways to generate earned media include:
- Develop high-quality content that naturally encourages sharing
- Build relationships with journalists and industry publications
- Engage authentically in professional communities and forums
- Create shareable resources that provide genuine value
- Cultivate positive customer experiences that lead to reviews and testimonials
For example, when you publish insightful industry analysis, other professionals might share it on LinkedIn or reference it in their own content, amplifying your reach organically.
While earned media doesn’t require direct payment, it does involve investment in relationship-building and content quality.
However, influencer partnerships—a form of earned media—can be costly, with many marketers spending between $10,000 and $500,000 on influencer marketing (according to this Harvard Business Review article).
No matter the type, success in earned media relies heavily on your blogger outreach follow through—how well you nurture relationships with industry influencers and publications over time.
It also depends on consistently delivering value that others find worth sharing and discussing
Paid Distribution
Sometimes, it’s worth investing money to get your content in front of the right audience faster.
While this requires a budget, it can help you reach specific target audiences more quickly.
Popular paid distribution methods include:
- Running ads on LinkedIn (it is used by 80% of B2B marketers, making it the most used social platform for B2B marketing)
- Promoting posts on other social media platforms
- Using Google Ads to appear in search results
- Sponsoring content on industry websites
- Retargeting people who’ve already visited your site
When choosing paid channels, start small and test what works best for your audience. Track your return on investment carefully before scaling up your spending.
Pro Tip: Mix these different types of distribution for the best results. For example, publish a blog post (owned), share it on LinkedIn (owned), encourage employees to share it (earned), and then boost it with some targeted advertising (paid) to maximize its reach.
How to Measure the Impact of SaaS Content Marketing
You can’t improve what you don’t measure.
Let’s look at the key metrics you should track to understand if your content marketing efforts are paying off:
- Website Traffic: How many people visit your content, including first-time visitors and returning readers? This helps you understand if your content is reaching your target audience.
- Average Time on Page: The amount of time visitors spend reading your content. Longer times usually mean people find your content valuable and engaging.
- Bounce Rate: The percentage of visitors who leave after viewing just one page. A high bounce rate might mean your content isn’t meeting visitor expectations.
- Social Engagement: The number of shares, likes, and comments your content receives. This shows if people find your content worth sharing with their network.
- Email Performance: Your open and click rates for email newsletters. This indicates how well you’re maintaining relationships with your subscribers.
- Lead Generation Rate: The percentage of readers who download resources, sign up for newsletters, or fill out contact forms.
- Trial Signups: How many people start a free trial after reading your content? This directly shows your content’s ability to generate interest in your product.
- Demo Requests: The number of visitors who ask for a product demonstration after engaging with your content.
Challenges in B2B SaaS Content Marketing
The SaaS market continues to show strong growth, with Gartner forecasting spending to reach $295.1 billion by the end of 2025.
Yet, despite this massive growth, about 90% of SaaS startups don’t make it.
Why? Often, it comes down to poor marketing strategies, misunderstanding their target audience, and failing to communicate their value effectively.
Content marketing can help solve these challenges, but it comes with its own set of hurdles.
Let’s see the most common content marketing challenges SaaS companies face and, more importantly, how to overcome them.
Creating High-Quality Content Consistently
Putting out great content week after week isn’t easy. Many companies start strong but struggle to maintain their momentum over time.
How to Overcome This:
Start by creating a realistic content calendar that matches your resources.
If you can only publish one high-quality article per week, that’s fine—consistency matters more than quantity.
Consider building a team of both in-house and freelance writers to share the workload.
Key steps to maintain quality:
- Create detailed writer guidelines
- Build a bank of content ideas
- Plan content themes quarterly
- Set up a reliable editing process
Standing Out in a Crowded Market
With so many SaaS companies publishing content, it’s getting harder to catch your audience’s attention.
Generic “how-to” articles and basic listicles won’t cut it anymore.
How to Make Your Content Unique:
Focus on creating content that only you can write.
Share your unique experiences, conduct original research, or offer fresh perspectives on industry trends.
For example, instead of writing another generic guide about email marketing, share actual results and lessons from your own email campaigns.
Managing Long Sales Cycles
B2B SaaS companies typically have a median sales cycle of 2.5 months. It can sometimes be longer—6-12 months or more.
This means you must keep prospects engaged with relevant content for extended periods.
How to Support the Buyer’s Journey:
Here’s how smart companies use content for lead nurturing throughout the long cycle:
- Start by offering valuable top-of-funnel content like e-books or industry reports in exchange for basic contact information.
- Use email automation to share relevant follow-up content based on what interested them initially. Each interaction (opening emails, clicking links, downloading more resources) increases their engagement score.
- As leads show more interest, invite them to more interactive content like webinars or product demos. This helps qualify them further and shows they’re moving closer to a purchase decision.
- When leads reach a certain engagement threshold through these touchpoints, your sales team can step in with personalized outreach, armed with knowledge about the prospect’s interests and behavior.
Nurture leads with regular touchpoints through email and social media to stay top of mind.
Working with Limited Resources
Most SaaS companies, especially startups, have to work with tight budgets and small teams.
This can make it challenging to produce enough content to compete with larger competitors.
How to Maximize Your Resources:
Make your content work harder by repurposing it into different formats:
- Turn webinars into blog posts
- Break long articles into social media content (like LinkedIn carousels)
- Convert customer Q&As into FAQ pages
- Use podcast interviews as the basis for case studies
Pro Tip: Focus on quality over quantity, and don’t try to be everywhere at once. It’s better to excel on one or two channels than to spread yourself too thin across many platforms.
Frequently Asked Questions (FAQs)
Let’s address some common questions about B2B SaaS content marketing:
What is the Difference Between Inbound and Outbound Content Strategies for SaaS?
Inbound content strategies focus on attracting customers through valuable content that addresses their needs and pain points. The key inbound marketing assets include blog posts, e-books, and webinars.
Outbound strategies involve actively pushing content to potential customers through email marketing and paid advertising.
How Often Should B2B SaaS Companies Publish Content?
Research shows that companies publishing 16+ blog posts per month get 3.5x more traffic than those publishing 0-4 posts.
However, quality should never be sacrificed for quantity. Aim for 2-4 high-quality pieces per week to start.
How Can I Leverage LinkedIn for Content Distribution in B2B SaaS?
Engage prospects where they are—LinkedIn dominates B2B digital engagement.
Post regularly, engage with industry discussions, and use LinkedIn’s publishing platform for long-form content.
Share a mix of original content and curated industry insights.
How Do I Convert Content Leads into Paying Customers?
Nurture marketing qualified leads (MQL) through targeted email sequences that provide helpful content explaining product capabilities and real customer results.
Also, direct prospects to conversion-focused web pages like free trials and ROI calculators. Multichannel nurturing is key.
Conclusion
B2B SaaS content marketing is powerful when done right. Focus on quality, understand your audience, and measure what matters.
At Crackerjack Marketing, we humanize digital marketing for B2B brands. As senior-level strategists with 14+ years of experience, we create magnetized presences for businesses through content that connects and converts.
We take the puzzle pieces of marketing off your plate so you can focus on what you do best.Ready to elevate your visibility and brand awareness? Spark a conversation with our B2B digital marketing experts today.
