An In-Depth Guide for a Successful SaaS Content Strategy

Manoj Palanikumar
January 9, 2024


Isn’t it joyous to receive a new signup for your SaaS?

Now, imagine that happening organically, time and time again.

That’s exactly what content marketing can do; it helps your SaaS grow organically.

Plus, content marketing helps you establish thought leadership, boost sales, and retain customers.

To leverage content marketing, you need to have a solid content strategy in place.

This guide helps you craft a successful SaaS content strategy with relevant case studies, tools, and templates.

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What Makes SaaS Content Marketing Different

Before we dive into the strategy blueprint, it's crucial to understand what sets SaaS content marketing apart.

1. More Decision-Makers, Longer Sales Cycles

When it comes to SaaS, you're not just selling to one person; you're engaging with a whole team of decision-makers, each with their own set of priorities. This naturally extends the sales cycle.

For example, in adopting a new project management tool, the IT manager looks for security, end-users for ease of use, the CFO for ROI, and the CEO for strategic fit.

To effectively reach each of them, you'll need a buffet of content: technical specs for the IT manager, easy-to-follow guides for the users, cost analysis for the CFO, and success stories for the CEO.

2. Elevated Focus on Customer Retention

In SaaS, securing a customer is just the beginning. With most SaaS products operating on a subscription-based model, retaining customers is both a challenge and a priority.

This means your content strategy should go beyond attracting users to educating and engaging them continually.

Your goal? Turn those one-time sign-ups into long-term, loyal customers!

3. Evolving Landscape

SaaS is ever-evolving with new technologies, market trends, and changing customer needs.

To stay relevant, it's not enough to just enhance your product; your content must evolve as well

With every new feature and update you roll out, your content should reflect these advancements, ensuring it aligns with and speaks to the latest user needs and interests.

Aligning Your SaaS Content Strategy with the Customer Journey

Customer Journey Stage Buying Intent Search Volume Conversions
Bottom of Funnel (BOFU) High Low High
Middle of Funnel (MOFU) Med Med Med
Top of Funnel (TOFU) Low High Low

Before we start crafting the right content strategy for your SaaS business, it is important to ensure that the strategy aligns with the customer journey, also known as the sales funnel. This is important because we need to create content that captures the audience at different stages of the customer journey

1. Top of Funnel (TOFU)

The top of the funnel refers to the customer journey stage, where people might know their problem, these people might or might not be aware of the problem they are facing. In either case, they are not aware of a solution. 

The TOFU content plays a pivotal role in your customer's journey. It's designed to educate and inform those who are just becoming aware of their problems, and to highlight the benefits of addressing these issues. By focusing on improving brand awareness and guiding users to the next stage of their  journey, we ensure that your audience feels understood and catered to. 

Content to focus on:

  • Informative blog posts
  • Infographics
  • Guides

2. Middle of Funnel (MOFU)

The middle of the funnel is the stage where potential customers are aware of their problem and are actively seeking solutions. At this point, they are evaluating different options and considering which one might be the best fit for their needs.

MOFU content is crucial as it nurtures leads and builds trust. This content should be more detailed and solution-focused, providing in-depth information about how your product or service can solve their problems. It should showcase the unique value proposition of your solution and include case studies, product comparisons, detailed guides, and customer testimonials to demonstrate your expertise and credibility.

By focusing on educating and engaging your audience with valuable insights and practical advice, MOFU content helps to position your brand as a trusted advisor. This content bridges the gap between initial interest and the decision-making stage, guiding prospects towards making an informed choice.

Content to focus on:

  • Interactive tools, calculators, templates
  • Thought leadership articles
  • Product feature pages
  • Comparison pages
  • Listeicle pages

3. Bottom of Funnel (BOFU)

The bottom of the funnel is the final stage in the customer journey, where prospects are ready to make a purchasing decision. At this point, they have identified their problem, researched potential solutions, and are now evaluating which provider to choose.

BOFU content is designed to convert leads into customers. It should focus on highlighting the benefits and ROI of your product or service, addressing any final objections, and providing clear calls to action. This content often includes detailed product demos, free trials, consultations, success stories, and limited-time offers to encourage immediate action.

By delivering highly targeted and persuasive content, BOFU strategies aim to reassure prospects of the value of your solution, making it easy for them to take the final step and become a customer. This content solidifies their decision and provides the final push needed to close the sale, ensuring a seamless transition from consideration to conversion.

Content to focus on:

  • Product demos
  • Free trials
  • Customer testimonials

How to Craft a Winning SaaS Content Strategy

Now, let’s dive into the 9-step process of creating a successful SaaS content strategy.

1. Know Your Ideal Customer Profile (ICP)

Who are you helping? What are their pain points? How does your SaaS make their day, job, or life easier

Answering these questions will help you paint a detailed picture of your Ideal Customer Profile (ICP).

Understanding your ICP helps you create focused and impactful content.

For instance, if you're offering CRM software, knowing the specific frustrations and needs of sales professionals enables you to produce content that addresses their challenges and drives conversions.

Struggling to figure out your ICP? Tripledart has got your back! Fill out this discovery survey and let’s talk!

2. Job-to-be-Done (JTBD) Framework: Your Content Compass

Break down your customer’s journey into stages—awareness, consideration, decision, and loyalty.

At each stage, list the “jobs” your customers need to accomplish. This gives you the Job-to-be-Done (JTBD) framework.

Leverage the JTBD framework to align your content with the tasks your customers are trying to complete.

For example, with a project management tool, a manager needs to organize tasks, monitor progress, and collaborate with the team. Your content should be a resource that aids them in efficiently achieving these objectives.

3. Themes and Topics: Building Your Content Pillars

With your JTBD framework as a guide, it's time to develop your content themes and topics.

Think of themes as your content pillars that address your audience's needs and challenges. Under each theme, list specific topics designed to engage, educate, and convert your audience.

Plus, keep a pulse on industry trends and customer feedback to continually revise and expand your list of topics.

For a social media marketing tool, themes might include Engagement Strategies, Analytics and Measurement, Content Creation, etc. Under these, topics include crafting irresistible CTAs, setting KPIs, planning content calendars, etc.

4. Spying on the Competition (In a Good Way!)

90% of Fortune 500 companies use competitive intelligence to gain a competitive advantage.

Keep an eye on your competitor’s content. Know the keywords they rank for, the topics they cover, and how they engage their audience.

Use this intel to identify gaps you can fill and opportunities to differentiate your content.

For instance, if your competitor's email marketing software isn’t focusing on creating content about personalization strategies for higher open rates, that’s your opportunity.

5. Keyword Mastery: Speak Their Search Language

To ensure your content isn't just a hidden gem, align it with the interests and needs of your target audience

Map the keywords to the themes you have come up with. Plus, use SEO best practices to optimize your content for search engines

But remember, it's not about stuffing keywords; It's about tapping into your customers' search habits and weaving that language into your content seamlessly.

Guess what? 70% of marketers see SEO as more effective than PPC!

6. Ensure Your Site's Technical Health

All the great content in the world won't matter if your site is a ghost town.

Ensure your technical SEO is on point. Regularly audit your site for issues like slow load times, broken links, and poor mobile responsiveness, and address these issues promptly.

This not only aids search engines and users in finding your content but is also crucial for ranking effectively on your targeted topics.

7. Assembling the Right Content Team

Creating impactful content is a team sport! It requires a mix of skills, from writing and SEO to graphic design and video production.

Assemble a team capable of producing diverse, high-quality content that can bring your content strategy to life.

With the right group of creative minds, you can produce content that not only captivates your audience but also drives meaningful conversions.

8. Promotion and Distribution: Don't Just Create, Circulate

To ensure your valuable content reaches and engages a wide audience, it's crucial to have an effective promotional strategy.

Begin by identifying the right mix of platforms such as social media, email newsletters, and industry-specific forums that align with your audience's preferences and habits.

Once you've selected your channels, tailor your content to fit each platform's unique style and audience.

For instance, leverage eye-catching visuals for Instagram; on LinkedIn, focus on delivering in-depth, text-based content; on Twitter, adapt your message into concise, engaging snippets.

Pro tip: Consider how content will be promoted before the creation process takes place.

9. Analyze, Adapt, Advance

Finally, set up a system to track your content's performance.

Focus on metrics like traffic, engagement, and conversion rates.

Use these insights to understand what's working, what's not, and how you can improve your strategy.

Remember, the key is continuous improvement!

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Useful Templates

1. Content Calendar Template

A content calendar is vital for planning and organizing your publishing schedule. It ensures consistent content delivery and helps track themes, campaigns, and deadlines.

Template Structure:

  • Date: The publication date for the content.
  • Content Title: The title or main idea of the piece.
  • Content Type: Blog post, video, infographic, etc.
  • Target Audience: Who is the content intended for?
  • Stage of Buyer’s Journey: Awareness, consideration, decision, or loyalty.
  • Keywords: Primary and secondary keywords targeted.
  • Status: Ideation, in progress, editing, ready to publish, published.
  • Owner: The team member responsible for the content.
  • Distribution Channels: Social media, email, blog, etc.
  • Performance Metrics: Views, clicks, shares, etc. (to be filled post-publication).

2. Keyword Research Template

Effective keyword research helps you understand what your audience is searching for. You can use this knowledge to optimize your content accordingly.

Template Structure:

  • Keyword: The specific word or phrase.
  • Search Volume: Number of times it is searched per month.
  • Keyword Difficulty: Difficulty to rank for this keyword (usually from 0 to 100).
  • CPC (Cost Per Click): Average cost per click in paid advertising.
  • Intent: Navigational, informational, transactional, or commercial.
  • Current Ranking: Your current position on the SERPs for this keyword.
  • Competitor Ranking: The ranking of your main competitors for this keyword.
  • Relevant Content: Existing content that targets this keyword.
  • Notes: Additional observations or plans for this keyword.

3. JTBD Framework Template

The Jobs-to-be-Done framework helps you understand and document the specific jobs your customers are hiring your product or service to do.

Template Structure:

  • Job Statement: A clear, concise statement of the job (e.g., "Organize team tasks").
  • Customer Segment: The specific customer segment undertaking this job.
  • Situation: When and where the customer is trying to get the job done.
  • Pains: Challenges and frustrations faced in getting the job done.
  • Gains: Desired outcomes or benefits the customer seeks.
  • Content Ideas: Ideas for content that helps the customer complete this job.
  • Current Solutions: Current ways customers complete this job.
  • Opportunities: Gaps in the current solutions where your content or product can fit.

You can create these templates with Excel, Google Sheets, Notion, or a project management tool like Trello or Asana, depending on your preference and the complexity of your projects.

Each template can be customized further based on specific needs and particularities of your audience and product.

Start Your SaaS Content Journey Today!

Crafting a winning SaaS content strategy is more than just churning out content.

It's about deeply understanding your audience, speaking their language, and delivering value that keeps them coming back for more.

Use this guide as your roadmap to content success, and remember, the best strategies are always evolving.

Need help getting started? Get in touch with us at Tripledart. We're here to help you create a content strategy that truly speaks to your audience.

Manoj Palanikumar
Manoj Palanikumar
A Connoisseur at creating product-led marketing strategies that are equipped to approach both organic and paid channels.

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