B2B SaaS Content Marketing: Content Types, Channels & More
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.
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:
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:
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.
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:
Start by defining what you want to achieve with your content.
Having clear goals helps you measure success and adjust your strategy as needed:
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.
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:
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.
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:
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.
SEO (Search Engine Optimization) helps people find your content when they search online.
While it might sound technical, the basics are straightforward:
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.
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):
Middle of Funnel (Consideration):
Bottom of Funnel (Decision)
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.
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.
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:
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.
When other people and companies share your content, it reaches new audiences and gains credibility.
This type of distribution is often called “earned media” because you have to earn these opportunities through quality content and not directly pay for them.
Some effective ways to earn media coverage:
For example, if you write an insightful article about industry trends, other professionals might share it on LinkedIn or reference it in their own content.
This organic spread helps build your authority in the field.
Success in earned media relies heavily on your blogger outreach follow through—how well you nurture relationships with industry influencers and publications over time.
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:
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.
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:
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.
Putting out great content week after week isn’t easy. Many companies start strong but struggle to maintain their momentum over time.
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:
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.
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.
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.
Here’s how smart companies use content for lead nurturing throughout the long cycle:
Nurture leads with regular touchpoints through email and social media to stay top of mind.
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.
Make your content work harder by repurposing it into different formats:
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.
Let’s address some common questions about B2B SaaS content marketing:
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.
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.
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.
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.
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.
STEPHANIE SCHWAB
CEO & Founder
Stephanie is the Founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Categories
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.
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:
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:
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.
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:
Start by defining what you want to achieve with your content.
Having clear goals helps you measure success and adjust your strategy as needed:
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.
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:
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.
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:
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.
SEO (Search Engine Optimization) helps people find your content when they search online.
While it might sound technical, the basics are straightforward:
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.
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):
Middle of Funnel (Consideration):
Bottom of Funnel (Decision)
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.
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.
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:
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.
When other people and companies share your content, it reaches new audiences and gains credibility.
This type of distribution is often called “earned media” because you have to earn these opportunities through quality content and not directly pay for them.
Some effective ways to earn media coverage:
For example, if you write an insightful article about industry trends, other professionals might share it on LinkedIn or reference it in their own content.
This organic spread helps build your authority in the field.
Success in earned media relies heavily on your blogger outreach follow through—how well you nurture relationships with industry influencers and publications over time.
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:
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.
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:
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.
Putting out great content week after week isn’t easy. Many companies start strong but struggle to maintain their momentum over time.
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:
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.
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.
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.
Here’s how smart companies use content for lead nurturing throughout the long cycle:
Nurture leads with regular touchpoints through email and social media to stay top of mind.
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.
Make your content work harder by repurposing it into different formats:
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.
Let’s address some common questions about B2B SaaS content marketing:
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.
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.
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.
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.
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.
Get our Free Editorial Calendar Template.
Are you stressed out by the time it takes to create great content?
In this handy Google Doc, which you can save and use on your own, you’ll get a super-simple layout to guide your content creation and management efforts.
STEPHANIE SCHWAB
CEO & Founder
Stephanie founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Join 5,000+ marketers who receive our B2B marketing ideas and insights each week.
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