How to Develop a Killer Content Marketing Strategy For Your SaaS

content marketing strategy

Every software company needs to reach out to its audience. After all, you can’t expect a large number of people to stumble on your website out of mere coincidence. That is why content marketing strategies exist in the digital space. You have to craft attractive and compelling content to provide tons of opportunities for your business. If you haven’t created a content strategy for your SaaS yet, you have arrived at the right destination. This article enlightens you with a step-by-step guide on how to create a content marketing strategy for your software company.

What is Content Marketing Strategy and Why Is it Important?

Content Marketing Strategy is the process of researching, crafting, editing, publishing, and promoting valuable information to your target audience.

A piece of content is valuable information that draws you closer to your audience.

They are often in various forms that include texts, audio, video, and more. Some examples of content are blog posts, videos, infographics, audio files, white papers, case studies, and more.

Content marketing strategy deals with quality. Although varieties of these pieces flood the internet, only those with great quality deliver the best results. By result, we mean ranking on the search engine result page (SERP).

The content you publish on your website determines the number of potential leads you will derive. The more leads, the more your revenue. You cannot underestimate content marketing strategy as it is the bait to look at your audience.

How to Know if You Really Need to Develop a Content Marketing Strategy

If you are contemplating whether you need a content marketing strategy or not, then ask yourself this question. Do your customers have a problem your product or service can solve? If your answer to this question is “yes,” then you need content marketing to advertise your products.

Imagine you sold a pair of shoes to a customer, and you’ll definitely want more people to buy more shoes. Instead of utilizing traditional modes of advertisement such as using a billboard or posting for a television broadcast, you can simply upload a video to market your product in the digital space.

Your goal is to help solve more customers’ problems by providing more pairs of shoes. Due to these videos, prospects can find your website. When they watch the content and believe it’s valuable to them, they will come back to purchase more products. Your products will be the first thing to think of when they need a pair of shoes.

However, without a content marketing strategy, prospects may not find your brand or purchase from you.

Why Content Marketing Strategies are So Important to Get More Conversions

Consumers pay for a product or service when they are ready. Shouldn’t you be there for them when they are ready to convert?

Strategy is the bridge between your prospects and your products. Without it, you may never reach your target audience.

A strategy put in place can enable you to understand:

  • The keywords to use
  • The idea behind your content
  • The voice your content needs to use
  • How to refer to your products
  • When to use a “call to action”

Crafting a piece of content requires time and effort. You don’t just want people to read your content, you want conversion. To convince your audience, ensure that you craft innovative contents that stand apart from the rest. Devise a content marketing strategy that will give you a competitive advantage and amass lots of benefits for your brand.

Developing a Content Marketing Strategy: Checklist

Now that you have understood why you need a content marketing strategy, here are some checklists that can help you get started and make the whole process easier.

Keyword Research

Have an extensive list of keywords that are related to your products, services, and brand. Ensure that you continually update this list so that you don’t run out of content ideas.

Content Goals

Every content you create must have a goal. Understand what you want to achieve with each piece of content. Do you want to achieve an authoritative stance with one? Or do you want to generate potential leads with your content?


How long do you want your content to be? Long-form content often gets more recognized by the search algorithm. However, if you don’t have an idea for long-form content, a shorter one can suffice.

Pillar Page

In some situations, you may need a pillar page on your website. They are high-quality content that consists of your regular keywords. Link most of your articles to this pillar page.

Style Guide

Have a style guide that resonates with each of your content. The style guide should enable your content to have a consistent tone, mood, and appearance.

Non-text Content

Create non-text contents to upload on your website. You can add these pieces of content to your articles to make them more engaging. Examples include videos, infographics, and more.

Target Audience

Every piece of content must aim at a segment of your target audience. Is your audience young or old people? Male or Female? You must do proper research on your target audience.

Writing and Editing

Develop a system that allows you to create and edit your work. You can assign a team member to perform this task or hire a professional.


Determine how you want to promote your content. Do you want to utilize some social media channels or email marketing? Influencer marketing or Video marketing? Figure out the best content marketing channels. You can also create a content calendar.

3 High-Converting Content Marketing Strategy Examples

If you are new to content marketing strategy, here are some examples that can help you out in launching your campaigns.


content marketing strategy

Backlinko utilized short-form content with some extensive and rich keywords to gain traction on its site. With email outreach, they promoted their content and got traffic. Their blog posts about Skyscrapers can further enlighten you on some of the content marketing strategies they use.


content marketing strategy

Sleeknote is another company that utilizes a content marketing strategy to increase conversion and boost sales. Through the use of case studies, the company attracted lots of traffic looking for solutions to similar problems. Their case study on Casper Marketing converted visitors from cold traffic to email leads by 5.23%.


content marketing strategy

Unbounce is a B2B company that offers to build landing pages for businesses. Through their content marketing strategy, their blog post “Creating eCommerce Landing Pages” yielded positive results and increased conversion by 5.12%.


Every software company requires a content marketing strategy to inform the public about its products or services. Without it, you may find it difficult to generate potential leads and ultimately convert your audience. Implement these strategies to develop the best content marketing for your software company.

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