Content Marketing

6 SaaS Content Marketing Examples You Can Steal in 2023

There's so much content marketing can offer if you invest. However, the competition is fierce. You can imagine that the SaaS industry has increased in size by around 500% over the past seven years. So, you need to stand out.What better way to do that than by looking at the top 5 Content marketing ex

John Ozuysal

September 3, 2023

97% of SaaS companies are finding some degree of success in their content marketing efforts, and 65% of SaaS and IT businesses spend more than $3,000 monthly on SaaS content marketing.

What does this tell you? There's so much content marketing can offer if you invest. However, the competition is fierce. You can imagine that the SaaS industry has increased in size by around 500% over the past seven years. So, you need to stand out.

What better way to do that than by looking at the top 5 Content marketing examples from top SaaS brands killing it? All for a steal.

Why do you need to invest in SaaS Content Marketing? 

Most times, your potential customers will rely on the content you put in to make a buying decision. The content you create serves as their primary source of knowledge and information. In return, you are building a loyal community, establishing your brand as a thought leader, and building a sustainable revenue stream.

Here are three reasons why you need to invest in Content marketing:

Reason #1: SaaS content marketing is compounding

If you invest in SaaS content strategy, you are setting up your brand for compounding results in revenue, organic traffic, sign-ups, and increased online visibility.

For instance, here's a screenshot of a compounding result from SaaS SEO content writing.

As you can see, the results compound from zero. And the good thing is that investing early will yield fast results. You don't need to wait 2-3 years to get results from SaaS content marketing; as soon as 2-3 months, you can hit the ground running with sign-ups.

Reason #2: Shortens Sales Cycle — increased rapport with ideal customers 

“People don't buy right away; they have to see a marketing message before they make a buying decision,” says famous SaaS growth advisor Gaetano Di Nardi.

Content Marketing can build rapport upfront to shorten the sales cycles. Trust is an essential driver of conversion rate, and Content Marketing is a way to foster it. Success with SaaS content marketing strategy doesn't come easy, so investing in content marketing is the booster.

Reason #3: Cost-efficient and effective

SaaS content marketing is the most sustainable lead generation and customer acquisition channel for SaaS brands. With an effective strategy, you can consistently sign new customers without spending on ads.

Ads are increasingly expensive these days. You can imagine, for small to mid-sized businesses, the average spending on Google Ads is $9000-$10,000 

 Apart from that, it's not the most fruitful channel for startups in the early stage. But relevant content can get you “free” traction. All you have to pay is time and resources. 

5 Great SaaS Content Marketing Examples

The  misconception I see in B2B SaaS today is people thinking that SaaS content marketing is all about creating blogs. Content marketing isn't just about blog postq, there are over 50 types of content.

This SaaS content marketing examples goes beyond blogs; we list out companies doing well in different aspects of content:

  • Educative Videos
  • Podcasts 
  • Long-form blogs
  • Webinars
  • Memes
  • Product-led content 

Example #1: Sparktoro 5-minute  Whiteboard Videos

According to Wyzowl's State of Video Marketing Survey report, 2023, More marketers credited video with increasing dwell time, traffic, leads, sales, and reduced support queries than in ANY of our annual surveys since 2015, - while an all-time high number of marketers (92%) told us they get a good ROI on video content, up from 87% in 2022.

Video content remains a crucial priority for SaaS businesses with its use as a marketing tool and its perceived importance by marketers, reaching an all-time high.

Besides videos for user onboarding, user experience and product tours, videos are also great for educating your users about your product, market trends and helpful how-tos.

SparkToro is a software company that shows your target audience what they talk about and where to reach them. 

Here's how Sparktoro's CEO, Rand Fishkin, uses short whiteboard videos to educate Sparktoro's audience:

Source: Sparktoro

These videos are posted on the blog weekly, with a compelling headline, a short, intriguing intro, and a transcript.

I'm always keeping an eye on these videos because they are short high-quality content, very educational, and, lastly, they're visual. I can see the illustrations made by Rand with his market.

So, you now see that videos are not just used for social media marketing. 

Google Cares About Video, Which Means You Need to Care About It, Too

Video will more consistently keep people on your page for more extended periods.

Pro tips💡: 

  • Use video creation tools like Canva and Look to create video walkthroughs that educate your prospects about your products or trends in your industry
  • Make every piece of content short and very attention-grabbing
  • Use a quality camera to take your videos
  • If you don't want to show your face, there are incredible AI video creation tools out there that can help you create faceless animation videos. Remderforest is an example 
  • Repurpose every video you post on the web on your social media for more traction. For instance, you can use Instagram or LinkedIn to post these videos.

Example #2: Creating a Moat Through Long-Form Content Creation 

Creating long-form content is a proven way to gain authority in the SaaS marketing space and make the most of it.

A marketing moat, therefore, refers specifically to the competitive advantages a company holds in its marketing strategy that make it difficult for competitors to gain market share.

And if there's any SaaS brand-building moat right now, it has to be

Countless case studies and content teardowns for this project management platform.

The team out of Tel Aviv has executed a perfectly coordinated game plan with content. 

One that’s helped them achieve A $7 billion valuation. Over 150,000 customers in their customer base.

Just take a look at their search scorecard:

Source: Foundation Marketing is a cloud-based platform that allows users to create their own applications and project management software. 

How are they doing it? Long-form SEO content.

For instance, they rank no.1 for “complete guide to project management ".

This long-form content guide has generated Over 1,000+ backlinks. Ranks organically for 1,700+ keywords. And brings in nearly 12,000+ organic visitors each month. is serious about its internal linking structure. From the snapshot above, there are four internal links throughout 100 words. And the entire post is thousands of words long. They are building an array of topic clusters and interlinking various pieces.

“If you see something working, you should continue to pour gas on the fire until you see diminishing returns. That was Monday’s ‘why’ behind investing in content."  —Brad Smith

This is precisely what has done. Create more helpful pieces and build mini-clusters that yield compounding results over time.

Pro tips 💡:

  • Try to build topical authority around your product’s use cases. Write everything related to the topic before moving on. Before you do this, you must map out your potential keywords with a high conversion rate. Read this post to learn how to do effective SaaS keyword research in 10 steps 
  • Don’t just focus on external links. Internal links still matter!
  • Add variety to your internal links; don’t keep using the exact match over and over again
  • Don’t just focus on topical clusters; try to build media clusters. Add a video, audiogram, and custom images to your articles.

Example #3: Semrush Memes content 

To say more with less, use memes.

Entertainment is also part of content. But what better way to do it than with memes? And I mean memes that are relatable to whatever message you are trying to pass out to your prospective customers.

A 1,500 blog can be a one-page meme. How? Pick your central point, your supreme point, find a popular meme image, make up some text and hoolah! You've got something relatable.

Here's an example: Imagine having to write a blog post on AI tools for one-person marketing teams. 

So, what will this meme depict?

The central message is AI tools make the job easier for one-person teams. Easy peasy, right?

This post has over 900 likes and 54 reposts. There's not much in the text, just a meme of two men with cowboy caps and boom! The message is passed. Then what next?

A link to the main resource on AI tools for one-person marketing teams.

So, what makes it feel special? The meme.

Memes have about ten times more reach with 60% organic engagement than marketing graphics.

Memes trigger the emotions of your audience because it's funny. It creates this joyful effect you can't expect.

The most popular memes are usually already out there on the internet, so all you have to do is think of a way to relate those to your products and repost them! You can tweak existing memes or create your own.

For example, Semrush searched for crying memes and made them a collage. And this depicts what happens after a core update by SEOs. Everyone who practices SEO and sees this will indeed find it relatable.

Pro tips 💡:

  • Go on a Google search hunt and search “popular [your SaaS business niche] memes."
  • Download and think about the most popular trend surrounding your product
  • Create relatable text about. 
  • Post it on social media and distribute it across other channels, especially if you do email marketing. Ensure that you target your short-term content marketing goals while doing this. For example, you want more post impressions for better visibility .

Example #4: Databox's Metrics & Chill Podcast

People without SaaS businesses are creating podcasts every day and gossiping about relationships and whatnot.

It seems like podcasts are the big thing in content. After all, it's permissionless to vocalize your thoughts on the internet.

How about you create a podcast and team up with top B2B marketers who are founders in your industry or even your team crew to create weekly or monthly episodes?

But before you start a podcast or create a new podcast episode, it's essential to understand why. Why this podcast? Why this episode? How do I make valuable content via podcasts? Figure out what need you're trying to fill and how you'll measure your success

Databox does this so well. Databox is a cloud-based SaaS analytics platform for marketers, CEOs, analysts and decision-makers that provides a single interface to view various key performance indicators (KPIs) and generate reports.

On Metrics & Chill, John Bonini, Director of Marketing, and the team crew at Databox sit down with founders, marketers, and salespeople from various industries to hear how they improve one specific metric that’s had a meaningful impact on their business. Each episode features a different metric. Think of this show as your swipe file for discovering new ways to move the numbers

You, too, can do this for your SaaS brand —

Pro tips💡

  • For a start, pick 5-6 leaders in your industry who are in your network and 3-4 current customers
  • Invite them to speak with you on a topic on your podcast. Treat every episode as an awareness campaign to enlighten your listeners.a
  • Make the episodes worth the time. Information gained over hours spent on fluff and empty talks will improve your content performance.
  • Specifically, try to go the extra mile on a topic you've discussed on your blog posts that got a lot of reactions
  • Create and share in communities and social media 

Example #5: GetResponse Webinars

While your ideal customers are located across different continents, you can still reach them live and educate them via live webinars.

A webinar, short for ‘web-based seminar’, is an online presentation, meeting, or workshop that allows individuals or groups to interact in real-time. With webinars, you can put out thought leadership content.

Webinars have become a go-to strategy for B2B SaaS looking to educate and engage their prospects. Do you know that 61% of all webinars are organised by B2B companies?

Every registered person for your webinar event is a potential buyer. Online events establish you as an expert, trustworthy and reliable source of information in your industry.

Webinars are also great types of content that can be repurposed to other formats.

Michael Leszczynski, Content Marketing Manager at GetResponse, says:

“Here, at GetResponse, webinars play an important role and not just because we provide webinar software. We use them to onboard new customers, support product launches, and establish authority when inviting world-class experts and industry leaders.

We also use them internally when onboarding and training new employees joining our remote offices. They’ve been great for knowledge-sharing, especially since you can record and re-use the content later.”

For example, above is an image of GetResponse collaborating with a company to host a webinar; partnering with other companies to host webinars can help you reach more prospects.

Pro tips 💡:

  • Find three to five troubling questions ideal prospects might ask about your product. Create an online event, and promise to share the solutions for free. After sharing, offer your product for sale
  • Create a webinar for existing customers. Leverage their network to get more prospects. Influence the participants with customer stories during the webinar
  • If you don't have a massive following online, collaborate with a top leader in your niche or an influencer.

Example #6: Ahrefs' Product-led content

How does Ahrefs define product-led content? Hear from  Si Quan Ong, a senior content marketer at Ahrefs:

“[Product-led content] is done naturally by strategically weaving your product and its use cases into the narrative of your content."product

Note💡: Product-led content is different from BOFU content. Victor Ijidola of Premium ContentShop explains this perfectly:

A BoFu content piece is always product-led, but a -led content piece is not always BoFu. In fact, product-led content can be top, middle, or bottom-of-funnel (BoFu) content.

It's content first here, but you must try to weave in your product as the solution.

For example, in this Ahrefs’ article on 12 SEO KPIs You Should (And Shouldn’t) Track, they weave in the product into the piece at different points, showcasing different features with annotated screenshots and positioning Ahrefs as the best solution for tracking SEO KPIs.

Let's use this section of the article as an instance:

After talking about “should you track it as an SEO KPI?

The writer goes on to talk about “How to track" with a relevant screenshot of the result.

Occasionally, the writer even includes step-by-step instructions for how the tool might help track an SEO KPI.

Pro tips to help you get the most out of Product-led content💡:

  • Find product-related topics with good search volume.
  • Focus on topics that attract ready-to-buy customers
  •  look for topics that allow you to showcase your product without looking too salesy.
  • It's not enough to just add your product generically. Make it contextual and very specific
  • Use relevant and potentially convertible CTA's in your content to drive your readers to your product sign-up pages or demo pages.

How will SaaS Content Marketing evolve in 2024?

Content marketing is the growth engine for many SaaS brands out there.

With the upsurge of generative AI tools, it pays great attention to the changes or upgrades in SaaS content marketing. Here are a few predictions:

  • More competition on SERPs — more than ever, it's easier to churn out long-form content in minutes because of AI. The access barrier has decreased, so there will be more competition
  • Those who conduct thorough keyword research and create topics from different angles will win on SERPs
  • Many SaaS companies will diversify beyond search
  • Information gain score will be more important than ever for search 

Let us build your organic growth engine

You've gotten the SaaS content marketing examples, what next? Get to action. Well, Our growth sprints and SaaS SEO strategies let you build a predictable acquisition channel with B2B SaaS SEO within weeks, not years! Get your free traffic analysis here.

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