5 Practical SaaS Content Marketing Tactics That Build Pipeline
Publishing blog posts without a solid SaaS content marketing strategy is like shouting into the wind: lots of effort, little return. Modern buyers expect more than feature lists. They want expert advice and content that helps them make informed decisions at each stage of the buyer journey. The right approach can turn your content workflows into a lead-generating engine that fuels your entire sales process.
Look at HubSpot. They didn’t grow by talking only about CRM features — they built a library of guides, templates, and courses that taught businesses how to succeed. Their content educated first, sold second and naturally led prospects toward the solutions that solved specific problems.
Ready to create content that generates demand and feeds your pipeline? Here are five SaaS content marketing tactics we’ve used to generate thousands of SQLs and millions in new ARR for our clients.
SaaS Content Marketing Tactics That Generate Demand and Build Pipeline
SaaS content marketing requires a strategic, ICP-driven approach to drive qualified leads. Here are five actionable tactics to attract, engage, and convert buyers at every funnel stage, helping your SaaS business excel in a competitive marketplace.
1. Create Content for Buyers Actively Seeking Solutions
Solution-aware buyers recognize their problem but need guidance on the best tools or services to solve it. They’re actively researching options, comparing vendors, and narrowing down choices. Meeting them with informative, value-driven content positions your SaaS as a trusted expert and accelerates purchase decisions.
Why it works:
- Matches buyer intent: Solution-aware buyers search for targeted, actionable content that speaks directly to their challenges. Offering clarity and direction shortens the decision-making process, builds trust, and positions you as a thought leader.
- Educates and informs: Detailed, research-backed content shows how your product solves specific problems, reducing uncertainty and encouraging deeper engagement.
- Improves search visibility: Optimizing for mid-funnel keywords like “best CRM tools for remote teams” or “top project management software” boosts visibility and drives qualified traffic. i.e. you reach people actively searching for the exact solutions your SaaS offers.
Best content formats:
Listicles
Example: TestRail ranks #1 for “best test management tools” with a blog post content type in a listicle format.
This post also ranks in the top ten for 80 other high-intent keywords, many of which are being searched by their ICP as they actively evaluate different test case management solutions:
Prospects search for curated lists highlighting top features, pricing, and use cases. Provide unbiased comparisons and position your SaaS as the best option by showing unique or superior features, testimonials, or a scoring system.
Important note: Across our B2B SaaS client base, we see listicle content as one of the biggest influences on generative search placement. Ranking your own listicles, and getting featured on other relevant ones, is one of the best ways to get your SaaS mentioned more on platforms such as ChatGPT, Perplexity, and Gemini.
Tip: Use clear subheadings, bullet points, and concise summaries for easy scanning. Your readers — and search engines — will love you for it.
Product and Feature Pages
Example: Syncro uses platform and feature pages to rank on page one for valuable search terms such as “msp psa software.”
SPOTIO has 17 different feature pages ranking #1 for valuable search terms such as “territory management system” and “outside sales crm”:
Feature pages tie product capabilities to desired business outcomes. Explain how your SaaS solves specific ICP pain points and drives measurable results like increased efficiency, reduced costs, and increased revenue.
For example, if your SaaS offers “automated reporting,” explain how it “saves 10+ hours per month by eliminating manual data entry.”
Industry-Specific Solution Pages
Example: PCS uses its TMS product folder to house industry-specific solution pages that rank well for high-intent keywords such as “ltl tms software” and “intermodal trucking software”:
Broad product pages don’t resonate with niche buyers. Solution pages should highlight how your SaaS addresses vertical-specific pain points, making it easier for prospects to understand the use case and value.
Role-Specific Solution Pages
Example: CareAcademy uses role-specific solution pages to target and rank for terms such as “PCA training” and “HHA training online”:
Role-specific use case pages are not only effective for driving qualified traffic but can also be used to support paid search and sales enablement campaigns because they target very specific pain points of different ICP segments.
2. Craft Product-Aware Content
Product-aware buyers know your SaaS exists but need convincing as to why it is the best solution to their problems. This content needs to clearly articulate why your product is better than the competition.
Why it works:
- Addresses Decision-Stage Needs: These prospects are ready to buy but need help evaluating specifics like implementation details and ROI.
- Highlights Competitive Advantages: Clear, honest comparisons showcase how your SaaS outperforms alternatives.
- Supports Other Campaigns: Effective product-aware content can support competitor PPC campaigns, enable your sales team, and accelerate the sales cycle.
Best content formats:
Competitor Comparison Pages
Example: “spotio vs salesforce maps”
Comparison pages break down feature-by-feature comparisons like pricing, integrations, and customer support, highlighting where your product excels. Use comparison tables, checklists, and CTAs that guide buyers toward choosing your SaaS.
Pro Tip: Include third-party reviews, G2 badges, and customer testimonials to add credibility.
Alternative Pages
Example: Simply Stakeholders ranks highly for “borealis alternatives” and SPOTIO shows up at the top of Google for when people search for alternatives to their top competitors such as Salesrabbit and Badger Maps:
Ethically position your SaaS as the best alternative to your top competitors. Highlight unique or superior capabilities that solves specific pain points of your ICP.
Alternative posts can be specific to a competitor or even a product category. For example, Venn’s post on virtual desktop alternatives positions its secure enclave solution as a better alternative to the VDI (virtual desktop infrastructure) product category.
Tip: Back up your claims with reviews from G2, Capterra, and TrustRadius. Link to supporting case studies that support specific features and functions.
3. Promote Founder-Led Thought Leadership
When founders share insights and personal stories on social media platforms, it humanizes the brand and positions them as industry authorities. This approach is a powerful SaaS content marketing tactic that creates connection, differentiation, and resonance with potential buyers.
Why it works:
- Build Authentic Authority: Founders offering candid perspectives establish credibility while strengthening brand loyalty.
- Drives Engagement: Personal stories and industry insights often spark discussions, driving organic reach and boosting visibility through audience engagement.
- Shortens Sales Cycles: Buyers trust companies whose leaders demonstrate deep industry knowledge and proven success.
Adam Robinson of RB2B
Adam Robinson regularly shares lessons learned while scaling his SaaS company. His posts on LinkedIn (an excellent social media platform for founder-led thought leadership) spark engagement, fuel brand reach, and drive traffic to RB2B’s landing pages.
Robbie Richards of Virayo
Virayo’s Marketing Director, Robbie Richards, regularly shares a mix of videos and long-form posts on topics related to AI and search marketing on LinkedIn. This builds thought leadership and visibility for the Virayo brand.
Brands can amplify thought leadership content using LinkedIn’s powerful firmographic targeting options.
Tip: Share behind-the-scenes stories, personal insights, and lessons learned to make your brand more personable. Also, it’s called social media for a reason. Engage with your audience by responding to comments and participating in conversations.
4. Develop Value-Driven Tools
Data-driven tools like ROI calculators and audit tools are interactive resources designed to solve specific problems and help your ICP quickly quantify the value of your product. Gating the output can be an effective lead-generation tactic.
Why it works:
- Captures High-Intent Leads: Buyers seeking solutions use tools that deliver immediate value.
- Delivers Immediate Value: Solving a real problem can instantly build trust and position your Saas as an essential resource.
Example of this content type:
ROI Calculators
An ROI calculator provides custom estimates based on user input, turning potential benefits into measurable outcomes. For instance, Venn’s VDI Replacement calculator quantifies potential cost savings for organizations of different sizes. Calculators can help late-stage buyers quickly assess the ROI of your product.
For instance, an IT decision-maker could quickly determine at which point investing in a solution like Venn would deliver a positive ROI by comparing the cost of the platform against the projected savings.
Tip: Include testimonials on landing pages that support the output of your tool. For example, Venn could include a customer quote referencing the cost savings they realized by replacing their legacy VDI solution with Venn.
Templates Libraries
Template libraries offer pre-designed, customizable resources that solve specific challenges, such as speeding up workflows.
Cascade has a template library that enables ICPs in target industries to quickly use its platform to build and execute business strategies with its platform:
Tip: Align each template with a specific feature, showing users how your software integrates into their workflows.
5. Publish Stats-Based Content for Backlinks
Stats-based content transforms data into long-term SEO assets. When you turn original research or survey results into easy-to-share, well-organized formats, blogs, news outlets, and industry websites are more likely to link back to your content. These links improve your website’s ranking on search engines and make your business a trusted source of information.
Original research can also be repurposed into multiple content types like infographics, LinkedIn posts, videos, webinars, etc. Your SaaS business becomes a trusted authority in your niche by consistently publishing reliable, data-rich content. The more authoritative your site becomes, the more likely your SaaS business ranks higher for competitive keywords.
Why it works:
- Generates Passive Backlinks: Stats-based content is a great resource for other content creators and journalists looking for industry-specific data to support their arguments or research. Each citation creates a backlink to your site, improving your SEO profile over time.
- Builds Brand Authority: Publishing well-researched, data-rich content positions your SaaS as a knowledgeable and trustworthy resource in the eyes of potential customers, media outlets, and partners.
- Drives Long-Term Visibility: Statistics rarely go out of date quickly, so these posts stay relevant and continue attracting traffic and backlinks long after publication.
Example of this content type:
SPOTIO’S Sales Statistics
SPOTIO’s sales statistics blog post has ranked in the top three positions for years, generating over 800 backlinks with zero outreach.
Tip: Organize stats with clear headers that can target other secondary keyword variations:
Add brief commentary explaining why each statistic matters to your audience. This keeps readers engaged, boosts dwell time, and improves search rankings.
SaaS Content Marketing with Virayo
SaaS content marketing succeeds when it educates, engages, and converts. Applying these tactics will help you craft a content strategy that targets each stage of the SaaS buyer journey and will result in measurable pipeline impact.
Ready to maximize the ROI of your content marketing campaigns? Schedule a strategy call today.
SaaS Content Marketing FAQ
What is SaaS Content Marketing?
SaaS content marketing focuses on creating and sharing valuable content that attracts, engages, and motivates your target audience. It provides helpful insights, solves problems, and guides buyers through each step with educational and actionable resources.
Why Should SaaS Companies Invest in Content Marketing?
Strategic content marketing will help SaaS companies achieve the following:
- Build Trust: Craft content that addresses key questions and positions your product as the go-to solution for decision-makers.
- Educate Prospects: Offer resources that simplify the research process and help buyers understand your solution.
- Boost Visibility: Create content to improve search rankings and help prospects find your product.
- Accelerate Sales: Engage leads with relevant materials that guide them toward quicker purchasing decisions.
- Drive Opportunities: Attract qualified leads by delivering resources tailored to your audience's specific challenges.
An effective content strategy positions your SaaS company as a trusted authority, supporting steady growth and positive ROI.
How Can SaaS Content Marketing Improve Customer Retention?
Content marketing helps you keep your current customers interested and engaged. You show them how to get the most out of your product by sharing tutorials, product updates, and success stories. Customers who see the value in your SaaS are more likely to stick around and continue using your services.
How Often Should You Publish Content?
Your publishing cadence depends on your marketing goals. Our internal data shows that the biggest factor for success is consistency.
We help our B2B SaaS client uncover the ideal publishing cadence in the discovery process. Schedule a call with us here to find out your ideal content cadence.
