Creating a Killer SaaS Content Marketing Strategy

Creating a Killer SaaS Content Marketing Strategy, Quick


You’re probably aware that many successful SaaS companies around the world are using content marketing to generate quality leads. 

By this point, you’ve probably already tested it out for your own business and seen some results. However, you’ve also seen just how time-consuming it can be.

Especially because, in order to see success, you need to create high quality content. Consistently and regularly.

According to a recent survey by the Content Marketing Institute this is the second biggest challenge for SaaS marketers. Right after creating engaging content.

So, how do you create engaging content, consistently?

The short answer: you need to implement an effective, full-funnel SaaS content marketing strategy. 

In this in-depth guide, we’ll run through our miracle 5-step process. With it by your side, you’ll be able to build a smashing SaaS content marketing strategy that drives real results. Quickly. 

The best part? There’s no catch. Let’s get started. 

Putting the SaaS in Content Marketing

Before we get started with the main show (strategy-building), let’s cover some groundwork. 

Why is content marketing so important for SaaS companies in particular? 

While you’d be forgiven for thinking of your SaaS business as selling a “product,” it’s probably more helpful to look at it as selling a “product” and the service that goes alongside it. 

Because this is a higher stakes sell, there’s usually a lot more touch points required to convert a prospect and a lot more education involved in the process. 

This is where a well-devised SaaS content marketing strategy comes into the picture. 

You need to be able to create content that answers all the questions your prospects are asking and aligns with every stage of the funnel in order to generate sales.

The Importance of a Full-Funnel Approach

In our process, building a content marketing strategy should always be a full-funnel approach

If you’re unfamiliar with the funnel concept, it is essentially the most common way of visualising the SaaS buyer’s journey; from first touchpoint to paying customer.

The larger group at the top are potential customers, the mid are warmer prospects and the narrow group at the bottom are actual customers.

You’ll hear B2B marketers like us refer to these stages as: top-funnel (TOFU), mid-funnel (MOFU) and bottom-funnel (BOFU).

When you’re devising your SaaS content marketing strategy, you want to make sure you create content that aligns with the needs of your audience at each of these stages of the funnel. And that you cover them all. 

This is what we call a “full-funnel approach” and is the key to our success. 

5 Steps to Creating a Killer Full-Funnel SaaS Content Marketing Strategy

Now that we’ve covered why it’s so important for SaaS companies to smash their content marketing out of the park and why a full-funnel approach is key – it’s time to jump into what you all came for. The strategy build. 

1. Understand your target audience

The first step in building a successful SaaS content marketing strategy is to really get a grip on who your target audience is. Who are they? What do they do? What do they desire? What are they currently struggling with?

This may seem like a self-explanatory point, but you simply can’t write great content unless you know everything about the audience you’re talking to. And that’s where content marketing personas come in.

Create or flesh out your buyer personas

If you don’t already have buyer personas – you absolutely need to create them. If you already have them, that’s great, but don’t skip this step! You’ll most likely need to update them or flesh them out further in order to truly slay your content marketing efforts.

So, how do you create an effective persona? Essentially, you’ll need to create a profile for each person involved in the decision making process for your product. We’d generally recommend creating 3-5. 

Populate each profile with key demographic info and data points about that person – covering everything from their age and job title to their problems, needs and desires. You’ll want to make sure to collect the following: 

Basic Details Further insights
Age Psychographics (personality, values, \opinions, attitude, interests & lifestyles)
Gender Behaviour
Location Pain points
Job Title/s Media Use
Job Function How they would use your product / service
Seniority Level / Level of Experience Any objections they might have to using your product / service
Company Type Technology 
Job Responsibilities Goals

This is by no means an exhaustive list of info points to collect, but it is a good starting point for your excavation and research. Once you have a list, it’s time to dig into the data.

Back it up with data 

To start your quest, online databases like Zippia, Seek or Career Explorer can be super helpful. Particularly when it comes to finding demographic info (gender, age, location stats), sussing out job responsibilities and assessing decision making power. 

On the other hand, to gauge topics and interests your personas care about, you should be using content tools like BuzzSumo, Facebook groups, industry publications and industry conference itineraries. 

These can give you a better idea of what topics and subjects your personas are interested in learning about and help shed light on their desires and challenges. 

If you have an established website, you should also be looking at your site analytics and your CRM and/or email marketing data. Plus, if you have any interviews or surveys you’ve run previously, or have the budget to run new ones, this is really worth doing.

In this research-gathering part of the process, it’s important to use as many data sources as possible and make note of all of them. You want to grab as much high quality data at this point as possible. 

Bring it all together

Once you have all the information you need, it’s time to bring it all together and create a nicely designed document for each persona. 

The “look” (formatting, fonts, imagery etc.) may sound like an afterthought but if your docs aren’t appealing or easily accessible, there’s nothing compelling yourself and your team to refer back to them later. Trust us – we’ve learnt the hard way! Keep your persona docs pretty and public.

Need a bit more guidance to nail your personas? You can always use a template like this one by One Red Bird or the many other helpful templates you can find with a quick search on Google. This is an easy way to ensure you have all the details you need.

2. Do your content research

Once you understand your audience back-to-front: it’s time to start fleshing out your full- funnel approach. What does this mean? Researching the kinds of questions you should be answering with your content at each stage of the funnel and the types of content you should be using to achieve the best results.

Keyword research

The first step here to create a full funnel approach is to do keyword research. If you’ve done any sort of marketing before you’ll be no stranger to the importance of keywords. We recommend using Keyword Planner, SEMrush or Ahrefs keyword research tools here. Each of these tools are great for giving you the lay of the land and giving you the ideas you need.

Once you’ve fired up one ask yourself: What are the broad informational keywords around their problem that people are searching for at the top of the funnel? What are the mid-funnel terms that link the problem to the solution? What are the terms with commercial intent that would fit at the bottom? 

Enter in terms you think will be relevant for each stage, and just gather as much info as you can. Doing this research, assessing relevance and analysing the search volume and competition of each term will take time but it’s a VERY important step in informing your overall strategy. Particularly if SEO or Google Ads will be key channels for you. 

Once you’ve pulled together all the relevant terms in a document, categorised by funnel stage, and matched with a relevant persona, you’ll have a list of key topics for each stage of the funnel. This list will be the basis of your strategy. 

Refer back to your content research

Pull up the content ideas document you pulled around personas in part 1.

While keyword research is great for giving you an idea of the types of terms and topics you want to target, it’s good to match these with “trending” pieces of content that you’ve found around the subject that are performing well and that your persona is already engaging with. This will give you a bit more direction when it comes to content creation. 

By combining your persona content ideas with keyword-specific ones, you can ensure you have a diverse bank of content ideas to tap into for different channels / funnel stages. Even content topics you found don’t necessarily align with keywords, they can still be helpful for guiding your content on social channels like Facebook, LinkedIn and Instagram where search intent isn’t important. 

The more ideas you have here – the better!

Competitor research

Once you’ve done your keyword and content research, it’s time to bulk this up with content ideas taken from what your competitors. With a few clicks of a button, you can see what content types your competitors lean towards, what type of content is getting them the most engagement and where most of their efforts are delegated. 

Reviewing what your competitors are doing (whether they’re doing it well or not] can really help you ensure your content is relevant to the market, cutting edge, and adds value to the conversation rather than repeating it. 

Follow these simple steps:

1. Identify at least 5 of your biggest competitors. 
2. Log into a tool like Ahrefs 
3. Check out their “organic keywords” “paid keywords” and “top ranking pages”
4. Make note of any content that is performing well 
5. Go to their website and read through their blog / resources section 
Add any relevant / compelling ideas to your own research 

Now that you have all your research – consider what specific topics you want to focus on for each stage of the funnel and each persona. We find it easiest to start with one persona, one general theme and then map out the content at each funnel stage for that theme. 

For example, say your persona is the CMO Steve and your product is an online Lead Gen tool. At the top of the funnel, you might choose to address the struggle many CMO’s are having with Lead Gen. 

Then, in the middle, you could talk about how to solve this problem, with one solution being yours. And then at the bottom, a BOFU case study which covers the specific benefits of your solution for solving that problem. 

3. Choose your formats

Now that the research portion is done and you’ve thought about the topics you want to cover at each stage of the funnel – it’s time to choose your content formats! We’ll run through each funnel stage and the content formats we’d generally recommend for each.

Keep in mind, there’s no one-size-fits-all approach here. These are just our suggestions:


The focus of top-funnel activity should be on generating awareness and establishing your brand to a target audience who doesn’t know who you are. 

As such, you should stick to easily digestible, stackable and engaging pieces of content. And focus on educating your prospects, and answering their questions as opposed to selling to them. Examples of suitable content formats for this funnel stage could include:

-Blog post
-Social media posts


For mid-funnel activity, you should be focused on driving high quality leads in your target audience. As well as presenting your business as a viable solution to their pain points in a non-salesly way. As such, we strongly suggest you provide prospects with high-value, long-form gated lead magnets that address their pain points and subtly introduce your solution like:

-White papers
-How-to guides
-Gated webinars


For bottom-funnel activity your focus should be on positioning your SaaS product as the market leader, and convincing them your prospects to convert. Consequently, we’d recommend opting for higher commitment offers that can really demonstrate the value of your product vs competitord like:

-Free trials
-Live demos
-Discovery calls
-Case Studies
-Comparison Guides

4. Choose your channels

Once you have chosen the content topics and formats you’d like to focus on, it’s time to pick out the channel mix you’ll use to promote them with. At each stage of the funnel.

This step is crucial! Particularly when it comes to the SaaS industry, where the channels you choose could truly make or break your strategy. So don’t skip over it! Keep your strategising brain on and keep reading.


When it comes to choosing the channels for top-funnel content – we’d suggest focusing on achieving maximum impressions and reach. With this in mind, we tend to recommend: 

-Organic Social (LinkedIn, Facebook, Youtube, Twitter, Quora)
-Paid Social Boosted Posts (LinkedIn, Facebook)
-SEO / Organic Search
-Native advertising e.g. Outbrain
-Third party websites 


For mid-funnel, we typically recommend a social-heavy approach blended with an organic focus and sometimes supplemented by Google Ads. Specific channels used here might include: 

Google Ads
-SEO / Organic search


For the bottom of the funnel activity, we’d suggest opting for platforms that are either led by search intent or have robust retargeting options. This includes:

-Google Ads
-Comparison platforms e.g. Capterra
-Retargeting on LinkedIn, Youtube, Facebook, Display
-Organic Search / SEO
-Email Marketing

Hot tip: for SaaS companies in particular, comparison platforms at the BOFU stage are very important!

5. Create a content calendar

Now you’ve chosen your content topics, formats and channels for each stage of the funnel it’s time to talk logistics. How will you implement your SaaS content marketing strategy? It’s time to put all your great ideas into a structured calendar. The Influencer Marketing Hub has kindly pulled together some calendar templates to get you started.

The exact framework you choose to use doesn’t matter. However, you should be aiming to build out a content plan for a minimum of 3-6 months. And for each piece within it, you should include the following details:

-Funnel Stage
-Content Type
-Content Owner
-Relevant Persona
-Brief Data
-Publish Date
-Channel/s to be Utilised
-Go Live Date 

Nailing down each of these fields, will help you direct your efforts and ensure you’re sticking to a regular, consistent cadence.

When it comes to exactly how often you should create and publish new content, that will depend obviously on your resources, budgets and niche. However, we’d generally recommend at least 4 pieces of content a month. 

This could look like 1 15 sec video, 2x blog posts and an eBook. Or a webinar, blog series, infographic and whitepaper. It really depends on your audience, your goals and your strategy. How you choose to structure it is up to you! 

HOT TIP: When finalising your calendar and circulating with your team – it’s crucial to ensure you include the CTA you want to use at the end of each content piece to push prospects to the next stage of the funnel. 

For example, for a TOFU piece this might be a MOFU Download Content, for a MOFU piece might be to View a Case Study and for a BOFU piece, it might be to sign up for a free trial. The ultimate goal is to create a cohesive strategy that flows seamlessly from one stage to the next. 

You’re ready to go!

That’s it! You now have everything you need to create a brilliant SaaS content marketing strategy that ticks all the boxes. While most of the legwork is done, the hard work doesn’t stop here. 

In order to get the best results out of your content efforts, you need to make sure you are regularly checking in with the performance of your pieces in Google Analytics. And keep on the lookout for key insights. 

Are TOFU videos performing better than blog posts for awareness? Are MOFU eBooks expensive to promote with poor ROI? Is BOFU content in general failing to generate any conversions? By touching base with the performance you can make tweaks and optimisations that will improve your content marketing strategy.

If we could ask you to take away one thing from today it would be that a great SaaS content marketing strategy is always evolving. Without continued improvement and refinement, it’s impossible to reach your full content marketing potential. So, pull your socks up, build the strategy of your dreams and get started today. 

 Need a bit of help implementing your strategy? Digital Rhinos is the growth partner you need to help you devise and execute your SaaS business. Book in a quick 15 minute discovery call and you can start smashing your content marketing targets today!

99+ B2B SaaS Lead Generation Tactics

And whether you’ve just started marketing your startup product or are working within an established SaaS business; consistent, high-quality leads are absolutely ESSENTIAL to growth. After all, every customer starts as a lead in your funnel. 

In our experience, most SaaS companies ARE NOT utilising a full range of tactics. Instead they invest their time and money going down one, two or three roads — and not fully testing along the way.

But we understand the challenge. With every new channel, tactic and tool, and so many options to choose from, it’s hard to know where to put your resources.

This obstacle is what we’ve tried to overcome in this guide. Based on our experience in the industry, as well as extensive research, we’ve compiled the most comprehensive collection of lead gen tactics.

Not just that, but we’ve categorised each of them by the time it takes to execute, the expected cost and anticipated return to help you choose which areas to focus on. 

So, what should you do with all of this information? 

If we had one piece of advice, it would be to think strategically about which ideas are most likely to work for your business, industry and target audience.

If we had a second piece of advice, it would be to get started! You’ll never know what works best until you try, test, fail, and then try something else. 

Alright, enough preamble — pour yourself a fresh cup of coffee or a glass of wine and sink your teeth into this guide. A whole world of helpful tips awaits!