So, what type of SaaS content marketing content should you create?
The short answer:
All of it.
Yeah, you read it right — there’s no content form any SaaS should skip.
However, much like with beer pong and all-nighters, there’s time and place for everything.
What type of saas content marketing content you should focus on depends mainly on your stage.
Fortunately, creating just the right type of content for your current SaaS stage isn’t that hard — we’ll break it down in the following chapters.
- Early-stage SaaS companies (up to $500k ARR) should focus their content marketing efforts on ROI-based content targeting long-tail and high-intent keywords.
- Mid-stage SaaS companies (from $500k to $5m ARR) should focus their efforts on ROI-based content (Comparisons, Alternatives, Reviews, PLG, Sales-enablement, Success Stories), MOFU, Content Experimentation and distribution.
- Scale-up SaaS companies (from $5m ARR – $20m ARR) should create as much content as possible while repurposing the existing one and distributing it on all channels possible. You can
- Enterprise SaaS companies (more than $20m ARR) should go hard on TOFU and Category building while not underestimating other saas content marketing content types mentioned above.
Early-stage SaaS: ROI-based (BOFU) + Long-tail Keywords
SaaS startups and early-stage companies have up to $40k MRR and a massive competition to battle. To lay a rock-solid foundation for your content marketing strategy, start with low-hanging fruits, sweet nonetheless!
Newbies should focus on ROI-based (BOFU) content, high-intent keywords with low search volume.
However, before you start investing more serious resources into content marketing, you need to do ICP research and find the content-market fit.
Don’t underestimate this step, because it may cost you a lot if you don’t do it.
Anyway, long-tails are a game.
These keywords are easy to rank for and specific; the people searching for them are ready to buy a product that solves the particular issue right away.
Don’t let the SEO tools you’re using fool you: they might display 0-10 search volume, but in reality, these numbers go anywhere from 5x – 10x.
The best part?
If well written, ROI-based content usually has huge conversions (anywhere from 5-20%).
That’s why we called it ROI-based content in the first place.
For example: out of “measly” 60 readers, 20% can convert to paying users — that’s 12 users per article. If your cheapest plan costs $49/mo, just one blog post may add you over $588 in new MRR each month.
Here’s a real-life example:
We published this article for lemlist in October 2019.
From then till July 2020, over 300 people created trial accounts from that article.
Considering that 30% of them continued using the product and that the average MRR per customer at that time was $177, this article generated over $15k in new MRR in just ten months.
ROI-based content speaks to high-qualified leads, and its purpose is to (gently) push the readers to opt for your product.
Skip the salesy language that reeks of despair: they’ve landed on your blog because they want to buy something, but they’re not sure what tool to choose.
You don’t have to hide your intentions; just help them make the best decision.
Provide clear evidence that your product solves the problem they’re facing.
Alternatives, comparisons, reviews; these topics are excellent for displaying use cases in full, comparing your service to competitors’, and explaining why you’re the right choice.
But remember to be honest and objective as well.
Your product is not the right fit for everyone. So make sure to offer your readers other solutions as well.
If you’re over promotional, it will just create a negative effect.
Remember — your service might not be what they’re looking for, and that’s okay.
Go for your dream customers instead of aggressively pushing your product to everyone.
ROI-based articles, case studies, testimonials, and even videos aim for the smallest yet most profitable target pools.
When Should You Dabble in TOFU Content?
There are a few rules out there that you must not ever break, and it applies to early-stage SaaS content as well.
You don’t have to steer clear of MOFU and TOFU content. Feel free to create mixed content if it makes sense.
Are there any topics competition didn’t cover yet?
Be the first one to do it, with skilled keyword research and sound strategy – good MOFU and TOFU content will increase brand awareness and expand your audience with ease, at the very least.
But, as you will see further in the article, stay away from challenging and popular keywords/topics where other category leaders dominate.
Medium-stage SaaS: ROI-based + MOFU + Content Experimentation
SaaS companies which range from $500k to $5m ARR belong to medium-stage companies. At this stage, companies should focus on producing MOFU and ROI-based content while experimenting with other content types such as TOFU, User-generated content, PLG content, sales enablements content, and more.
MOFU audience includes people investigating slightly broader topics than BOFU. They are aware of your existence, and their search is narrowed down as well.
However, these people are still looking for the best solution for their needs — and you should show them how to satisfy them.
Instead of apparent attempts to sell, take a problem-solving approach. Some topic ideas to consider would look like “X Best Apps For (Your Expertise),” “How To X Your Y,” and so on.
Focus on offering solutions to your dream customers’ biggest problems.
If you have already written many ROI-based articles such as comparisons, alternatives, and reviews, then your next focus should be on How-to articles.
The purpose of How-to articles is to touch base on specific pain points of your dream customers and offer immediate and actionable solutions.
Also, at this stage, SaaS companies should go all-out with content experimentation.
The main point of BOFU and MOFU content is to teach people how to solve the problem.
Therefore, use all the accessible channels and content formats: quizzes, webinars, whitepapers, and other valuable learning materials and resources.
Producing this kind of content will also improve your SaaS’s visibility, reputation, and brand awareness.
Growing SaaS Companies Should Repurpose the Content
In fact — all companies should.
Some people prefer videos; others like to read blogs while they enjoy their morning coffee in silence.
On the other hand, some have a short attention span and praise TikTok’s digestible short forms.
The best and simple way to spark growth is to get your amazing, high-quality content on all channels available.
The best part is that you don’t need to break the bank to create hundreds of content pieces a month.
Content repurposing consists of adjusting your existing content to different formats. Blogs into videos, whitepapers into articles and essays, videos into infographics; as long as it’s neatly packaged, it works like a charm.
At Contenthorse, we have one motto we live by: Create once, repurpose and distribute forever.
For example, one well-written MOFU article can be repurposed into:
- 2-3 smaller articles
- 2-3 smaller Medium articles
- 2-3 smaller LinkedIn articles
- 10+ Quora answers
- 2-3 Reddit, HackerNews, and Indiehacker posts
- 5-10 Twitter Threads
- 5-10 posts on LinkedIn, Twitter, Facebook, and other channels
- 1-2 long videos
- 5-10 short videos
- 5+ graphics and infographics
- And more
Late-stage SaaS: Go Hardcore With TOFU
TOFU content serves to raise awareness, and visitors don’t even have to be motivated by the typical problem-solution quest for answers.
They may be expanding their knowledge on the topic or even reading just for fun.
There’s a place for everyone at the top of the funnel: the pool is broad, and so are the topics.
To come up with good ones, think about the thing you want to be known for.
What should make your SaaS recognizable?
How do you position your product?
In what area are you better than category leaders in your market?
Don’t expect a high influx of new users at this point. A big chunk of the audience doesn’t need your services at all or just yet.
Your leads may convert through eBooks or podcasts, for example. The tried-and-true tactic is to capture their emails, pick the leads with high potential to convert, and nurture them through the sales funnel.
Thought leadership content will get you where you want to be.
Creating it is the best way to become recognizable and build trust with a broad audience.
By the way, while we’re at thought leadership, let’s discuss category building.
Category Building — What, Why, How
Don’t play someone else’s game.
At this point, you’re ready to shake the industry and make your own.
Think Uber or Airbnb: they’ve changed the way we think about transport and tourism.
You don’t have to reinvent the wheel, but while you’re striving to do it, plenty of fantastic ideas will cross your mind.
The Bottom Line
Learn the rules, break them when you see fit, mix things up, and always keep the end-user in mind.
However, keep in mind that whatever type of saas content marketing content you create needs to be high-quality.
Competition is fierce, and great content is the best way to distinguish yourself.
If you don’t have content marketing and writing experts in your team, then consider hiring some good freelancers or a SaaS content marketing agency while you’re focusing on developing other channels or improving your product.