The Role of Content Marketing in SaaS Growth

In the digital-first world, online content has become one of the most powerful instruments for a brand to engage with its target audience. Content comes in many forms, from a 280-character tweet to a webinar or ebook, and it can hit your brand goals at every step of the buyer journey.

‍

In this article, we’ll examine the role content plays in a SaaS product growth strategy. By taking a look at examples of successful content marketing programs, we’ll explain how SaaS brands can leverage content to facilitate growth.

Read on to get an insight into some working tips for a successful brand content strategy SaaS marketers can capitalize on.

‍

Why SaaS Companies Rely Heavily on Content Marketing

The ultimate goal of any SaaS company’s marketing efforts is to acquire and retain paying users. Content marketing can become a reliable, compounding source of growth when it is built around a deep understanding of user needs.

‍

At its core, a SaaS product is a tool. Prospective users turn to SaaS solutions when they are trying to solve a specific problem more efficiently. Before committing to a product, however, they typically research extensively—comparing options, reading reviews, consuming educational resources, and validating their decisions through third-party sources.

‍

This is where content marketing becomes critical.

‍

By publishing content that directly addresses the problems prospects are trying to solve, SaaS companies can attract audiences with high purchase intent. Educational blog posts, comparison guides, tutorials, and expert insights help position the product as a credible solution long before a sales conversation begins.

‍

Content also plays an equally important role after conversion. Existing users need ongoing guidance to get value from the product—whether that means learning advanced features, optimizing setup, or discovering new use cases. While Help Center documentation is essential, it is rarely engaging on its own. Blog posts, videos, walkthroughs, and webinars offer more accessible and motivating ways to support onboarding, adoption, and long-term usage.

‍

In this way, content marketing supports both acquisition and retention, making it a cornerstone of any scalable SaaS growth strategy.

‍

Building a Strong SaaS Content Strategy

Broadly speaking, SaaS content strategies serve two primary audience groups:

1. Prospects actively searching for solutions to their problems
2. Existing customers looking to maximize the value of the product

A well-structured SaaS content strategy should address both groups through two thematic pillars:

• How prospects can solve their pain points, with or without prior knowledge of your product
• How existing users can get more value from your software, through better usage and deeper understanding

When these pillars are executed effectively, content marketing helps achieve two critical business objectives:

• Attracting and converting new customers
• Retaining existing customers and increasing product adoption

‍

A customer-centric approach is essential. SaaS brands that consistently put themselves in their users’ shoes—and create content that genuinely helps them succeed—are far more likely to build trust, loyalty, and long-term growth.

SaaS Content Strategy Best Practices

Many SaaS companies still rely heavily on the company blog as the backbone of their content efforts, and for good reason. Blogs remain a powerful channel for driving organic traffic and educating users. However, the most successful brands expand beyond blog posts and invest in a diverse mix of content formats, including:

• Case studies and customer stories
• Whitepapers and research reports
• Infographics and visual explainers
• Webinars and live workshops
• Pre-recorded product walkthroughs and tutorials

Video content in particular continues to gain traction, offering scalable ways to educate, onboard, and engage users.

Below are examples of how leading B2C and B2B SaaS companies apply these principles in practice.

‍

Content Marketing Examples from B2C SaaS Companies

Canva

Canva is a widely adopted graphic design platform known for its intuitive interface and accessibility. Its content strategy mirrors the product itself: educational, empowering, and easy to consume.

On Canva’s blog, readers can find articles covering marketing trends, productivity tips, design inspiration, and step-by-step tutorials. Beyond the blog, Canva operates a virtual learning academy offering free courses on branding, visual communication, and design fundamentals.

By consistently educating users on how to create better content, whether or not they are professional designers, Canva reinforces its value proposition while enabling users to get more out of the platform.

‍

Hack Chinese

Our client Hack Chinese, a web-based platform for Chinese character memorization, ramped up its user acquisition by implementing a content marketing program with the help of our team. Mischka worked with Hack Chinese to develop and execute a content marketing strategy focused on language-learning insights, study techniques, and memorization strategies.

‍

By publishing targeted blog content aligned with search demand, the program delivered measurable results within four months:

• 1333% increase in organic search visibility
• 600% increase in the number of keywords brand’s website ranks for in Google search
• 64% increase in organic traffic

‍

This example demonstrates how focused, educational content can significantly accelerate user acquisition for niche SaaS products.

‍

Content Marketing Examples from B2B SaaS Companies

Trello

Trello, a project management tool by Atlassian, uses content to support both product discovery and long-term usage. According to Ahrefs, Trello’s blog attracts approximately 150,000 organic visits per month.

‍

The most successful articles focus on productivity frameworks, workflow optimization, and practical advice on using Trello to manage projects effectively. In addition, Trello invests heavily in customer stories that showcase how individuals and teams adapt the tool to their unique needs.

‍

These real-world examples help potential users visualize success while reinforcing Trello’s flexibility and ease of use.

‍

SE Ranking

SE Ranking is a SaaS platform that provides SEO and search marketing tools for professionals. Unsurprisingly, content marketing plays a central role in its growth strategy.

‍

The SE Ranking blog publishes in-depth SEO insights, tactical guides, and interviews with industry experts. The brand also produces regular webinars and educational videos, extending its reach beyond written content.

‍

By positioning itself as a source of authoritative SEO knowledge, SE Ranking strengthens its credibility while attracting a highly relevant audience of search marketing professionals.

‍

Key Components of a Successful SaaS Content Marketing Strategy

As attractive as content marketing might seem, it implies a well-thought approach and adequate resources. Here are the underlying elements of a content strategy for a SaaS brand to keep in mind.

‍

• Do your research. Identifying what your customers are looking for helps craft pieces of content that will bring real value to your audience.
• Make your content searchable. Having a solid SEO strategy in place is crucial to getting your blog visible.
• Post consistently. Content marketing is often compared with working out as it requires persistence. Your efforts accrue gradually and result in accumulative organic growth.

‍

Takeaways

• Content marketing is a foundational tactic for SaaS growth. When executed well, it supports lead generation, accelerates sales cycles, and strengthens customer retention.
• The most effective SaaS content strategies are user-first, insight-driven, and supported by a clear SEO framework.
• Consistency compounds results over time. Like exercising regularly, publishing quality content on a schedule builds organic traffic and brand authority gradually but sustainably.