Why Is Content Important When Marketing SaaS Products?
Words by
Jennifer Poblete
Last updated
November 22, 2022
Why Is Content Important When Marketing SaaS Products?

Think about the last time you considered purchasing a product or service. What made you decide to go that way? 🤔

If you're like most people, the quality and type of content being produced by the companies in question was a major factor. 

So, if you're marketing SaaS products, content is key. The following numbers support this argument.

  • 60% of consumers are motivated to purchase a product after reading online content about it
  • 70% of consumers prefer articles over advertisements to learn about a company
  • 82% of customers like a company more after reading customized content

Let’s get this straight—here's why content is important in SaaS marketing. 😉

What tactics do you use for marketing SaaS products?

Before we proceed, let’s list down the common tactics of SaaS marketing:

  1. Email marketing

Marketing via email can be a powerful tool for SaaS. By first building a list of subscribers, you can then stay in touch with potential customers and nurture them until they're ready to buy. And because email is a personal medium, you can create a strong bond with your subscribers—making them want to buy from you.

  1. Free trials

If you let people try out your SaaS product risk-free, you can show them firsthand how valuable it can be. Free trials also allow you to capture important data about your users, such as their needs and preferences. A note though, if you're thinking about using free trials as part of your marketing strategy, be sure to set a clear expiration date and communicate it to users upfront.

  1. Video marketing

If you're marketing a SaaS product, video marketing is an appealing tactic to reach your target audience and get your message across. Thanks to the internet, it's easier than ever to create and distribute videos. That’s why it’s no surprise that it’s becoming increasingly popular among businesses of all types.

  1. PPC campaigns

This is all about bidding on relevant keywords so that your ads are seen by potential customers who are actively searching for solutions that your product offers. PPC campaigns can be targeted to specific geographical areas, allowing you to reach local customers who may not be aware of your product. 

  1. SEO strategy

When you're marketing a SaaS product, you'll need to have a solid SEO strategy in place. Good visibility on search engine results pages means potential customers will discover that your product exists. The good news is, that you can do a couple of things to boost your rankings. 

  • First, optimize your website for search engines. It means making sure your site is mobile-friendly and that all your content is properly indexed and tagged.

  • Second, write high-quality content that your audience will want. This could include blog posts, infographics, or even videos. 

  • Third, build links to your site from other high-quality websites. It'll help your site's authority and boost its chances of ranking well.

So yes, SEO is mostly about content. 😄

  1. Social media marketing

If you're selling SaaS, social media can be one of the best ways to reach your target audience. Platforms like Twitter, LinkedIn, and Facebook offer unique opportunities to connect with potential customers and build relationships. But please be reminded that marketing on social media requires a different approach than other marketing channels. For one thing, you need to be very responsive to comments and questions. Plus, it's important to create content that is unique, interesting, and engaging.

  1. Webinars

When marketing a SaaS, hosting a webinar helps to reach your target audience and generate leads. Not only will you be able to promote your product and demonstrate its features, but you'll also be able to answer questions and address concerns in real-time. 

  1. Content marketing

Last (in our list only) but definitely not least, when it comes to marketing SaaS products, content marketing is invaluable. Through creating and distributing high-quality content, you can reach a wide audience of potential customers and build credibility among them. Furthermore, content marketing can help you to differentiate your product from the competition and position yourself as a thought leader in your industry. Of course, creating compelling content is not always easy, but it’s essential if you want to succeed in SaaS marketing. 

Why prioritize your SaaS content marketing?

It doesn't matter if you're just starting your SaaS business or you've been in the game for a while, content marketing should be a key part of your strategy. 

Think about this—without quality content, how will you attract and engage your target audience? And without a target audience, how will you generate leads and sales? 

Here are a number of benefits to focusing on content marketing:

👉Increased visibility and reach

With content marketing, you can significantly increase the visibility of your brand and reach a broader audience. That's particularly important if you want to expand into new markets or grow your customer base.

👉Improved search engine ranking

Quality content can help improve your website's search engine ranking, so people can find you when looking for relevant keywords and phrases.

We’re proud to share that our agency—CaaSocio—ranks #1 when we search Google for the keyword ‘saas copywriting agency’ here in the Philippines.

#1 SERP for 'SaaS copywriting agency'

And one of the reasons? CaaSocio’s regular content updates.

👉Strengthened relationships with customers and prospects 

If you provide quality and valuable content, you can build stronger relationships with your target audience. These relationships can lead to increased trust and loyalty, which can ultimately translate into more sales.

But, why is content important when marketing SaaS products?

A little clarification first. I believe even in this post, I've used the words copy and content quite a lot. Well, it's not entirely a mistake. If you're a Saas writer, these two terms might mean differently. But the thing is, for most SaaS clients (we had), THEY'RE JUST THE SAME.

Whether we're talking about landing pages, it's content. Email copy? That's email content as well. You get it, right?

Now back to our question. 

When you market a SaaS product, you're not just competing for attention against other similar products, you're competing for attention against every other piece of content on the internet. 

In order to be successful, your marketing strategy needs to include high-quality content that speaks to the needs of your target audience. It must be interesting and informative, but it also needs to be interesting and engaging enough to get potential users to take notice. 

SparkToro has a great stance on this—the zero-click content. As per their definition, they’re “content that keeps people on the platforms’ sites instead of sending them to yours”.

That's creating a post so good that answers a searcher’s intent directly. See this example:


If I’m simply searching for the meaning of ‘marketing plan’, the result would have sufficed. I won’t need to read the whole article.

So here it is:

Creates pieces of content designed to answer common questions that people have about your product without forcing them to click away from their search results. Informative and easy-to-find content can help your SaaS product stand out from the crowd and attract more attention from potential customers.

So, how do you do content marketing?

Various types of content can be used for content marketing, including 

  • blog posts
  • articles
  • e-books
  • infographics
  • Videos

Here are a few ideas for getting started in content marketing.

  1. Know your USP

Before you start creating any kind of content, it's important to know what makes your business unique. How are you different from your competitors? Once you know your USP, you can start creating content that's designed to appeal to your target customer.

  1. Define customers

The #1 priority of content marketing is understanding your customers. That means taking the time to define who your target audience is, what their needs and wants are, and what pain points they're trying to solve. The goal is to provide value and build trust with them so that their loyalty continues to grow.

  1. Develop a content framework

This means creating a plan or template for the types of content you will create like when you will publish it, and who will be responsible for its creation. Once you have a framework in place, you can begin to populate it with engaging and relevant content. 

Tips for B2B content marketing

Creating content that resonates with your B2B audience can be a challenge. However, by following a few simple tips, you can create content that is both informative and engaging.

📌Use data to inform your content strategy and ensure that your content is targeted and relevant. 

📌Focus on creating helpful and informative content. Remember, B2B buyers are looking for information that will help them make better decisions for their businesses. So your content should provide value by offering insights, data, or analysis.

📌Keep your language simple. When writing for a business audience, it is important to avoid jargon and overly technical language. Don't use fancy words, use something simple that is easy to understand.

📌Use imagery and graphics to break up your text and add interest. Besides helping your readers digest your content more easily, visuals can also help to make complex concepts more manageable.

📌Keep yourself updated with the latest trends in the industry: B2B content marketing success relies on understanding trends in your industry. This includes both the types of content that are popular as well as the platforms and channels that your target audience is using.

📌Don't forget to promote your content. Just because your target audience is businesses doesn't mean you shouldn't put effort into increasing visibility for your content. Creating great content is only half the battle—you also need to make sure people are actually seeing it. That's why promoting is a huge part of content marketing. 

CaaSocio content samples (blogs)

At CaaSocio, we understand that content is king. That's why we offer a variety of content samples for our clients— especially blog writing services if you want to outsource all your content writing to us. 

You can check out our website to see how we make website content, landing page copy, blogs, and sales pages—CaaSocio: Your B2B SaaS Copywriting Partners 🚀.

Here are our other blogs to check out. 😊

Encharge blog
Userpilot blog
TFMT blog

Start using content to market SaaS products

The question is, what does all this mean for marketers of SaaS? 

That content plays a key in marketing SaaS products. Your website content, blog posts, social media updates, and even your email marketing should focus on educating your potential customers about the benefits of using your product. 

Ready to start creating awesome content for your SaaS product? Let us help! 

Book a call with us today and we’ll walk you through the steps necessary to create a successful content strategy for your business.

Main image source.

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