The Guide to B2B SaaS Content Marketing That Gets the Customers

Ever thought about snagging top-notch leads and boosting your sales with a solid B2B SaaS content marketing strategy?

Sounds fantastic, doesn’t it?

That’s exactly what this blog post is here for—arming you with the tips you need to use killer content that attracts your ideal customers at just the right moment for your SaaS business.

By aligning your content with a customer journey (yeah, it’s called the Customer Value Journey), you can zero in on prospects at every step.

Whether you’re teaching customers in the awareness phase or sealing the deal in the conversion stage, this strategy helps you craft content that connects and reels in customers.

Skip this strategy, and you might end up with content that misses the mark—leaving potential leads on the table and stalling your growth.

We don’t want that, do we?

Let’s dive in and see how you can streamline your content creation process to drive those all-important customer acquisitions!

What Is B2B SaaS Content Marketing?

B2B SaaS content marketing is a smart way to create and share valuable stuff that speaks to a specific group.

The goal?

Attract, engage, and keep other businesses returning for more of your SaaS solutions.

It helps SaaS companies get more leads, keep customers interested, and boost brand awareness.

Why is this so important?

Content marketing is key to becoming a leader in your field.

When you consistently put out helpful and relevant content, people start seeing your brand as trustworthy.

This builds confidence in what you offer and can lead to more customers.

Here’s a cool fact: Content marketing can cost 62% less than outbound marketing.

Yet, it can bring in three times as many leads for SaaS companies. (Source)

That’s a big deal because you’re saving money while growing your customer base.

So, not only is it cost-effective, but it’s also super efficient in getting results.

In the world of B2B SaaS, that’s a win-win.

Now, how can a roadmap help you make that happen?

Why Understanding the Customer Journey Is Important to Every Content Strategy

The Customer Value Journey (CVJ) is a powerful framework that helps businesses build strong customer relationships.

It takes customers from the first moment they become aware of a brand to becoming loyal advocates through a targeted customer journey.

In fact, brands who invest in customer mapping experience higher ROI on marketing efforts, with some seeing 54% greater returns and 18x faster sales cycles, according to an Aberdeen Group research. (Source)

For B2B SaaS companies, the CVJ greatly impacts content strategy as well.

It shows the importance of creating the right content for each step to engage and convert effectively.

Here are the eight stages of the CVJ:

1. Awareness
2. Engage
3. Subscribe
4. Convert
5. Excite
6. Ascend
7. Advocate
8. Promote

Mapping your content to these stages ensures you’re meeting customers where they are and guiding them through their journey with your branded content.

Content marketers can use the Customer Value Journey (CVJ) to create targeted content for each stage of a customer’s relationship with a brand.

Here’s a breakdown:

Awareness

The goal is to introduce potential customers to your brand, making them aware of your existence and offerings.

At this stage, it’s about catching their eye and sparking interest.

For the awareness stage in a B2B SaaS business, educational blog posts are highly effective.

Did you know, according to a Hostinger resource, around 70% of consumers prefer blogs over advertisements to learn about companies? (Source)

A blog post helps potential customers understand industry trends, challenges, and solutions, positioning your SaaS company as a knowledgeable resource.

By offering valuable information that answers their search intent when they’re on search engines, like Google and others, scrolling through several search engine results pages, you build trust and entice prospects to learn more about your products.

Here are some best practices:

• Focus on topics that address common industry challenges.
• Use clear and straightforward language to explain complex ideas.
• Incorporate data and research to support your points.
• Invest in a robust strategy for search engine optimization by utilizing keyword research tools that’ll rank you high on search engines.
• Include calls to action that guide readers to more quality content on your site.

Engage

The aim is to deepen the initial connection, transforming awareness into interest by encouraging interaction and connection through engaging content.

Interactive quizzes are a fantastic way to engage your target audience in the B2B SaaS space.

They provide a fun and interactive way for potential customers to learn about your product while also gathering valuable insights into their needs and preferences.

Here are some best practices:

• Design quizzes that are relevant to your audience’s interests and challenges.
• Keep the quizzes short and engaging to maintain interest.
• Provide personalized results or recommendations based on quiz responses.
• Use quizzes as a lead generation tool by collecting contact information.
• Share quiz results and insights with participants to encourage further interaction.

Subscribe

Here, the goal is to convert interested visitors into subscribers by obtaining their contact information and starting a direct line of communication.

For the subscription stage, creating gated content like whitepapers or eBooks is highly effective.

80% of B2B content marketing assets are gated, based on a The Scoop resource. (Source)

This type of content provides valuable insights or solutions that are relevant to your audience, encouraging them to subscribe to access the material.

It helps gather information about leads and segment them based on their interests, which can be crucial for targeted marketing efforts.

Here are some best practices:

• Offer a clear value proposition that explains the benefits of accessing the gated content.
• Use compelling calls-to-action to prompt visitors to subscribe and access the content.
• Ensure the content is high-quality and provides actionable insights or solutions.
• Promote the gated content through various channels, such as social media and email marketing.
• Follow up with a welcome email series to engage new subscribers and set expectations.

Convert

The goal is to turn subscribers into paying customers by encouraging them to make a purchase, building on the trust already established.

For the conversion stage, case studies are an effective type of content.

They showcase real-world examples of how your product or service has successfully solved problems for other businesses, building trust and credibility with potential customers.

Here are some best practices:

• Focus on relatable success stories that align with your target audience’s challenges.
• Highlight measurable results and specific benefits achieved.
• Use quotes and testimonials from satisfied clients to add authenticity.
• Include visuals like charts or graphs to illustrate key points.
• Make the case study easily accessible on your website and promote it through various channels.

Excite

The focus is on delighting new customers to ensure they are satisfied and enthusiastic about their purchase, reinforcing their decision.

Success stories from other customers can also be a powerful content type for the excite stage.

They provide real-world examples of how your product has positively impacted other businesses, helping new users envision similar success for themselves.

This type of content builds trust and excitement by showcasing tangible results and benefits.

Here are some best practices:

• Select stories that resonate with your target audience’s industry and challenges.
• Highlight specific outcomes and metrics achieved.
• Use engaging storytelling techniques to make the content relatable.
• Include quotes and testimonials from the featured customers.
• Share these stories across multiple platforms to reach a wider audience.

Ascend

The aim is to encourage customers to invest in higher-value products or services, enhancing their experience and relationship value.

Product demos can be an excellent content type for the ascension stage.

They provide a hands-on experience of the advanced features and benefits of higher-tier plans, helping customers visualize the added value and encouraging them to upgrade.

Here are some best practices:

• Tailor demos to showcase features relevant to the customer’s needs.
• Keep the demo interactive to engage the audience.
• Highlight real-world applications and benefits of premium features.
• Offer live Q&A sessions to address any concerns.
• Follow up with personalized recommendations based on the demo.

Advocate

The goal is to convert satisfied customers into brand advocates who willingly share their positive experiences, thereby boosting your brand’s reputation.

For the advocate stage, encouraging customer testimonials and reviews is highly effective.

These testimonials leverage satisfied customers to promote your software, building credibility and attracting new customers—customers that are more likely to remain satisfied and happy.

You see, buyers regret purchases more when they use customer reviews less, that is according to a Gartner data on software buyers. (Source)

They serve as authentic endorsements of your product’s value, making them a powerful tool for advocacy.

Here are some best practices:

• Reach out to long-term customers for candid feedback.
• Make it easy for customers to submit reviews through a simple process.
• Highlight testimonials on your website and marketing materials.
• Encourage customers to share their experiences on social media.
• Regularly update testimonials to keep the content fresh and relevant.

Promote

The goal is to encourage customers to actively promote your brand, turning them into loyal promoters who expand your reach.

User-generated content (UGC) is a fantastic way to promote your B2B SaaS product.

It leverages the creativity and experiences of your users to create authentic and relatable content, enhancing trust and engagement.

Here are some best practices:

• Encourage users to share their experiences with your product on social media.
• Create contests or challenges to motivate content creation.
• Feature user content on your website and marketing channels.
• Provide guidelines to ensure content aligns with your brand.
• Engage with users by commenting and sharing their content to build community.

By using the CVJ as your guide to strategize your content according to the stage that your customer is in, you can effectively engage customers throughout their journey, helping increase the effectivity of each content, fostering stronger relationships, and driving growth.

For each of the stages we’ve discussed we included the best content type that could help generate the best outcome.

Aside from the types of content mentioned for each stage, here are more examples worth considering:

CVJ Stage	Content Type for Each Stage
Awareness	• Educational blog posts (industry trends, how-to guides) • Explainer videos (short, shareable overviews) • Infographics & data-driven reports (quick, visual insights)
Engage	• Interactive quizzes & assessments (personalized results) • Live/recorded webinars with Q&A (deeper topic engagement) • Interactive calculators or diagnostic tools (immediate value)
Subscribe	• Gated whitepapers / eBooks (in-depth solutions & research) • Templates, checklists or playbooks (actionable downloads) • Industry/benchmark reports (lead magnets for segmentation)
Convert	• Case studies with measurable outcomes (customer success stories) • Product comparison sheets & ROI calculators (decision support) • Customer testimonial videos (social proof at point of purchase)
Excite	• New-customer success stories / spotlights (inspire confidence) • Onboarding video series or interactive guides (fast time-to-value) • Best-practice how-to articles for early wins (practical, applicable)
Ascend	• Advanced product demos or feature deep-dives (show added value) • Live Q&A or training workshops (personalized education) • Personalized recommendations & upgrade playbooks (tailored paths)
Advocate	• Structured customer testimonials & review requests (easy sharing) • Customer interview pieces / guest posts (authentic voice) • Case-study co-creation opportunities (builds ownership & advocacy)
Promote	• User-generated content campaigns (social posts, examples of use) • Customer contests / challenge showcases (incentivize sharing) • Community forums and ambassador programs (ongoing promotion)

But aside from knowing what content to create for each stage in your customer’s journey, it is also important to leverage what informs truly valuable content.

How to Develop a Data-Driven B2B SaaS Content Marketing Strategy

In a B2B SaaS content marketing strategy, data and analytics will help you better understand customer behavior and content performance.

By utilizing this, creating content becomes more productive.

If you use data when creating content, you can refine your content strategy to connect with your audience and achieve improved results more effectively.

Just like what Ann Handley says:

“Data-driven marketing is the difference between simply broadcasting messages and truly connecting with your customers.”

Ann Handley

This section will guide you through developing a data-driven SaaS content marketing strategy aligned with your B2B SaaS company goals.

Here’s how to make your content work smarter, not harder.

Why You Need to Set Clear KPIs and Metrics

Setting clear KPIs and metrics is vital in a data-driven approach to B2B SaaS content marketing.

They help measure success, guide strategic adjustments, and ensure your efforts align with business goals.

Here are five key metrics to track:

• Website Traffic: This metric gauges your content’s reach and audience interest. Higher traffic indicates that your content is attracting more visitors, suggesting effective visibility.
• Conversion Rate: It measures how well your content drives desired actions, such as sign-ups or purchases. A higher conversion rate indicates compelling and persuasive content.
• Engagement Rate: This assesses how well your content resonates with the audience. High engagement means your content captures interest and encourages interaction.
• Customer Acquisition Cost: Evaluating this helps determine the cost-effectiveness of your content strategies. Lower costs suggest efficient resource use in acquiring new customers.
• Customer Lifetime Value: This metric helps understand the long-term value generated by your content efforts, ensuring sustained business growth.

Why Audience Research Is Non-Negotiable

Understanding your audience before creating content is also an indispensable element in effective B2B SaaS content marketing.

Here’s why knowing their pain points can make all the difference:

1. Targeted Content: Addressing specific needs makes your content more relevant and impactful.
2. Trust Building: Providing solutions builds trust and positions your brand as a go-to resource.
3. Increased Engagement: Content that resonates with your audience encourages more interaction.
4. Higher Conversion Rates: Tailored content effectively drives desired actions, like sign-ups.

To achieve this, the customer avatar canvas is an invaluable tool:

• Demographics: Define who your audience is based on age, gender, and location.
• Goals: Understand what they aim to achieve and what drives their decisions.
• Challenges: Identify their pain points and barriers to success.
• Preferences: Learn about their content preferences and how they consume information.

Using the canvas ensures your content strategy aligns with audience expectations, making your efforts more effective.

How Content Distribution Impacts Your Reach

A content distribution strategy is essential in B2B SaaS content marketing to reach the right audience and maximize the impact of your content.

In a sea of content, without a clear plan, even your best content can go unnoticed on the web.

Here’s why it matters and how you can leverage different distribution approaches:

1. Target Audience Reach: Ensures your content reaches the right people at the right time.
2. Maximized Value: Increases the return on investment by ensuring content visibility and engagement.
3. Consistent Messaging: Maintains a unified brand message across all platforms.

To make sure each content gets noticed by the right people at the right time, here are three different distribution channels to leverage:

1. Owned Media – Refers to the channels a company directly controls, like its website, blog, and social media profiles. Share regular updates and engage directly with your audience through your channels.
   Examples: Company blog, email newsletters, social media profiles.
2. Earned Media – Earned media is the exposure gained through word-of-mouth, press coverage, or influencer endorsements without direct payment. Build relationships with industry influencers to amplify your reach.
   Examples: Guest blog post, press coverage, user-generated content.
3. Paid Media – Paid media involves paying to promote content through channels like PPC ads, sponsored posts, or display advertising. Target specific demographics with tailored content for increased visibility.
   Examples: PPC campaigns, sponsored posts, display ads.

Blend these approaches to craft a solid distribution plan, making sure your content effectively connects with your audience in the B2B SaaS industry.

Now that you know that data is what informs the most valuable content on the web, it’s time to check back on your most best-performing content.

What else can you do with them?

Is Content Repurposing Important for B2B SaaS Marketing?

Repurposing old content is a smart strategy to boost your content marketing ROI in the B2B SaaS space, repurposed content has the potential of expanding your reach by up to 300% when done systematically. (Source)

By giving your existing content a new life, you can reach new audiences without starting from scratch, essentially maximizing the resources you already have.

This approach not only saves time but also enhances the value of your initial investment by extending the lifespan of your content.

How much time could you save by repurposing your existing content instead of creating new material every time?

Case Study: How Power by Search Helped Improve Organic Lead Quality and Quantity for a Cybersecurity SaaS

In this case study, a publicly-listed cybersecurity SaaS faced stagnation in organic traffic growth alongside low conversion rates, leading to unsatisfactory content ROI.

Technical SEO deficiencies and misaligned keyword strategies were the culprits.

By addressing these foundational issues, the company achieved a significant turnaround in lead generation and pipeline opportunities.

Problem

The cybersecurity SaaS experienced two major challenges:

• Flatlining Organic Traffic: Despite ongoing SEO efforts, traffic numbers were stagnant, indicating technical optimization issues.
• Poor Conversion Rates: The traffic generated wasn’t converting, resulting in underwhelming ROI, as the keywords targeted didn’t align with what potential customers were searching for.

Solution

To tackle these challenges, a multi-faceted strategy was implemented:

• Technical Improvements: Enhanced the blog’s visual format with a new architecture to improve internal link structure and call-to-action (CTA) effectiveness.
• Content Updates: Identified and updated decaying content, prioritizing buyer-intent topics derived from pipeline analysis in HubSpot.
• Quality Enhancement: Transformed content from generic to specialized by integrating insights from HubSpot, demo calls, and interviews with internal stakeholders.

Results

The implemented strategy yielded impressive results:

• Lead Generation: Produced 52 net-new leads, approximately 160 form submissions, amounting to $500k in pipeline opportunity within three months.
• User Engagement: Reduced bounce rates and increased leads through improved blog structure and targeted CTAs.
• SEO Performance: Enhanced technical SEO resulted in a 10% faster page load speed, a 17% increase in Google Bot activity, and a 14% increase in impressions.

Lessons Learned

This case study underscores the importance of aligning SEO efforts with real customer needs and refining technical and content aspects in tandem.

By focusing on the right keyword strategies—those that resonate with potential customers’ intent—and continuously improving content quality and user experience, businesses can significantly boost both the quality and quantity of their leads.

Additionally, maintaining an adaptive approach and leveraging internal insights through cross-team collaborations are crucial for SEO success.

Key Takeaways

In summary, B2B SaaS content marketing is a powerful tool for driving growth and building meaningful relationships with your audience.

By mapping your content to the Customer Value Journey, you can ensure your messaging resonates at every stage—from awareness to promotion—boosting leads, conversions, and customer loyalty.

Implementing a data-driven strategy that focuses on key metrics like engagement and conversion rates will further optimize your results.

Now is the time to refine your content marketing strategy and start reaping the benefits of increased ROI.

Take these actionable insights, and begin creating targeted, valuable content that speaks directly to your audience.

For even more value, be sure to explore our other blogs on digital marketing, business strategies, and personal growth.

Stay ahead in your industry and discover new ways to enhance your brand!