For many SaaS companies, a robust content marketing strategy is an integral lever in their sales success. And with some seeing an ROI of up to 440%, you’d be foolish not to integrate content into your own marketing.
That being said, with the typical competitor spending between $342,000 to $1,080,000 per year – it can be difficult to stand out.
Lucky for you, we’ve compiled a huge repository of compelling SaaS content marketing examples to inspire your efforts. You can bookmark this tab and refer back to it any time you need it to fuel your creative fire. It’s our secret weapon for ensuring your content strategy is as unique and impactful as it can possibly be.
What SaaS content marketing?
Before we dig into the meaty stuff – let’s cover the basics. What is SaaS content marketing? And why is it important?
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
When it comes to SaaS specifically, content marketing is usually a longer term strategy deployed to attract, engage and retain a target audience and ultimately generate monthly recurring revenue.
Why is SaaS content marketing important?
Content marketing is vital for SaaS companies in particular. Why? Because the sales cycle for this industry is much longer and as a result, there’s many more touch points required in order to make a sale.
Studies show high-growth SaaS companies need are making up to 16 touchpoints in the first 2-4 weeks in order to keep their prospects engaged. And up to 5 discovery calls.
While the exact number of touch points required will vary on a case to case basis – it’s clear SaaS companies need to put much more time into educating and nurturing their prospects.
This is where high quality content and a fleshed out content marketing approach are essential. Both to meet your prospects at every stage of the buyer’s journey and ensure they build trust & stay engaged all the way to the final touchpoint.
7+ SaaS content marketing examples
Now we’ve covered the ABCs of content marketing, let’s dig into the main topic. Phenomenal SaaS content marketing examples that will help you craft a robust and high-achieving content strategy.
Example 1: Mailchimp
When it comes to SaaS content marketing – having unique content designed to meet the needs of your potential customers at every stage of the funnel is critical. Global SaaS company and email marketing giant, Mail Chimp, are known for being bosses at this very thing.
In their “Marketing Library,” you can find everything from bottom-funnel detailed customer success stories like How Honeywell Biscuit Co. Builds Customer Connection through Empathy through to easily stackable tips and tricks type pieces at the top like 11 of the Best Web Analytics Tools. While the earlier piece is used to push prospects from the consideration phase to a sale, the latter is designed to build brand awareness and stimulate website traffic.
In the middle, you’ll find a bunch of guides and eBook that serve to connect pain points with solutions like the Email Marketing Guide for Successful Campaigns. This asset in particular is great at subtly weaving in the value of Mailchimp in streamlining the email marketing process and ticks all the boxes when it comes to converting quality traffic into quality leads. When it comes to funnel stages and content mapping – Mailchimp truly have it all!
Takeaway: Having expertly curated content pieces tailored to funnel stage is the backbone of a solid content marketing strategy. Make sure you have all your bases covered!
Example 2: Canva
We take our hats off to Canva – a company with excellent content marketing skills. We particularly admire their use of video content marketing. Why? They’re experts at crafting well-made, expertly filmed videos that address the needs of prospects at every stage of the funnel.
For example, to their warmer audiences they utilise a number of case study videos, all with clients from various different industries, to push prospects further down the funnel. One of these is a 30 second testimonial clip which was amplified on their social media channels.
In it, Sam Kalowski from the Daily Aus, expertly distills the value Canva provides to the media industry into a few sound bites. The way this video ties together a real human, their problem and Canva’s solution in a succinct & clever way is masterful. It is also nicely tailored to the Australian audience.
Example 3: Marketo
Marketo is a familiar player in the world of SaaS content marketing success. This shines through particularly when it comes to the alignment between their content choices and their personas.
One example of this synchronicity is demonstrated in their MOFU asset “The B2B Marketer’s Guide to Decoding Metrics.” They used this on Linkedin to engage their marketing persona.
This eBook clearly calls out the intended audience (B2B Marketers) and is designed to address one of the many problems they have – measuring and tracking success. Within the eBook itself, their product is subtly interweaved into the solution-providing section – linking their prospect’s pain point with Marketo in a meaningful, non-pushy way. This is an example of excellent content marketing in action.
Takeaway: Finding alignment between the content you choose to promote and the concerns of the persona you are aiming it at is key to maximising the resonance of your content.
Example 4: Eventbrite
Eventbrite may exist in a more dynamic subset of SaaS, however, they still put a lot of steam into their content marketing efforts to ensure they cut through. If you check out thei “Resources” section of their website for example, you can see they have an assortment of different content formats – from tipsheets, eBooks and blog posts to reports, templates and customer stories.
They also a diverse range of subject areas from more broader topics hitting higher volume keywords e.g. “The 2020 event trends report” to more vertical specific think pieces – “The Rise of Yoga Events: New Data on How to Grow Your Yoga Business“. Plus, the traverse the full spectrum of funnel stages to ensure all bases are covered.
Takeaway: Covering a diverse range of topics and content formats is a great way of magnifying the impact of your SaaS content marketing strategy.
Example 5: Survey Monkey
Survey Monkey is another key player in the SaaS content marketing game. And they play well. One feature of their content marketing strategy that stands out is their crafty use of categorisation in their blog section.
Not only do they provide the option to filter out their blog posts by the audience they’re talking to (Customers, Market, Employees), but they also allow you to filter by the content format (Articles, Case Studies, Guides, Infographics, Videos and Webinars).
This makes all the content on their website super easy to navigate. As a result, it enables visitors to quickly and easily find exactly what they’re looking for. Without scrolling through endless pages of content. Seamless navigation is key to ensuring content marketing success. This is particularly true for the SaaS industry in particular where UX is crucial!
Takeaway: A well-designed resources section from a UI perspective is key to content marketing success. If your visitors can easily locate their desired content piece, they’re far more likely to trust and respect your brand. Plus, they’re far more likely to become paying customers.
So, Beware: don’t just design your content for search engines! Design it for people!
Example 6: Monday.com
Attracting and engaging prospects is a primary goal for most content marketers and for good reason. However, it’s important not to forget about the role quality content can also play in building existing customer relationships.
Monday.com do this extremely well. They’re truly customer engagement content connoisseurs. If you head to their website, you’ll see the clear focus they have on meeting the needs of their customers.
In particular, they have a designated, very well engineered customer help section. It’s filled with the answer to any practical question customers may have about the platform. And also addresses topics of curiosity and interest. It really has every base covered.
Plus, they have another section filled with 100+ handy templates. Each is designed to improve customers experience of the Monday.com platform. And ensure they get the most out of their investment.
Takeaway: Covering the 3 main funnel stages with your content is a very important. However, you should also be using your content marketing budget to retain your existing customers! Don’t put so much emphasis on your prospects that you end up neglecting your customers.
Example 7: Employment Hero
The team at SaaS HR management software company, Employment Hero, really excel at long form blog posts. If SaaS content marketing had an awards show, this would be the people’s choice in the format category.
Studies show that the top-performing blog posts for SaaS lie within the 1,200-2000 range. An example of a piece where Employment Hero have smashed this approach is the blog post: What is toxic productivity, and how do we navigate it in the workplace?
To start with, this think piece is centred around a very topical topic in the HR sphere. Secondly it’s clearly guided by keyword research, and search intent. Thirdly, it’s punctuated by strategically chosen design elements to break up the text.
Finally, it’s topped off with a super relevant, content download CTA: “Download the Wellness at Work Index.” The goal being to push website traffic on the blog into the next stage of the marketing funnel (“generate leads”).
If you’re looking for long form content ideas to round out and anchor your SaaS content marketing efforts – EmploymentHero should be a go-to. They have a whole host of well crafted long-form pieces which you can use to guide your efforts.
Takeaway: Mastering long-form content is a vital skill for SaaS content marketers who want to see real results, fast.
Go forth and thrive!
You’re now armed with all the SaaS content marketing examples you need. It’s time to go forth and build your own impressive collection of content! We’re confident that once you’ve got content for every stage of the funnel, across multiple formats and topics – you’ll see results pretty quickly. Get excited to see a surge of traffic and conversions!
One final tip before we leave you – keep testing and experimenting with different types of marketing content as your skills grow and you learn. Without testing different ideas it’s difficult to maximise your content marketing potential.
Get a growth partner in SaaS content marketing
Need more than SaaS content marketing examples? If you’re seeking for more help with your content marketing strategy – our friendly team at Digital Rhinos is here to help. We have years of expertise in the field, picked up over a decade of operating in the SaaS content marketing space. Simply reach out to book a call today and one of our expert team members will run you through exactly how we can help
