What Is B2B Content Marketing For SaaS Businesses?

B2B Content Marketing


B2B content marketing is the practice of creating and distributing valuable, engaging content to attract and retain customers in a direct-to-consumer setting. It’s a b2b content strategy that helps businesses identify and address customer needs, build trust and relationships with SaaS B2B companies, and grow their market share.

Traditional content marketing methods such as advertising, public relations, and so on are often ineffective or even counterproductive when it comes to compelling a B2B buyer to subscribe to your SaaS product. That’s because the potential customer for B2B SaaS companies typically consists of other professionals and B2B businesses who are already well-informed about their SaaS products.

SaaS businesses particularly need a B2B content marketing strategy to attract potential customers. By creating and sharing valuable content, these SaaS businesses can position themselves as experts in their field and attract their B2B audience who may eventually convert into customers. 

Additionally, B2B content marketing can help SaaS businesses build relationships with every potential customer and create brand awareness. There are many more benefits which we will discuss further below as well as some tips to get started.


SaaS Businesses and Content Marketing


SaaS companies are well-positioned to succeed with content marketing. Why? The subscription model makes it easy to attract and retain customers, and the recurring revenue allows SaaS companies to invest in long-term content strategies.

The key for a B2B content marketer to succeed is creating valuable or educational content that resonates with customers. This means producing content that is relevant to their needs and interests, and providing real value that brings them results.

According to a study, SaaS businesses are more likely to have a content strategy than non-SaaS companies. As the market becomes saturated with different SaaS products, companies will need to find new ways to stand out or they risk losing customers and revenue. Content marketing is one of the best ways to do this. There are two types of content marketing in the SaaS industry. The first being B2C content marketing (business-to-customer) and B2B content marketing (business-to-business).

SaaS companies can tap into the power of social media to spread the word about their content. Platforms like Twitter and LinkedIn offer opportunities to share content like a blog post or a social media post with a wider audience. Social media can also be used to build relationships with potential customers, be it a simple individual or a fellow b2b business.


Benefits of B2B Content Marketing for SaaS Businesses


SaaS businesses benefit greatly from their content marketing efforts by creating and publishing valuable content that educates and engages their target audience.

  • Content marketing helps SaaS businesses to build trust with their customers and prospects, which can result in more qualified leads and increased sales. According to a report by Neil Patel, 42% of B2B marketers say that content marketing is especially effective for B2B SaaS businesses because they have a better chance of converting leads into a B2B sale. The report also found that content marketing produces three times as many leads as more conventional types of advertising while costing 62% less.
  • B2B Content marketing helps SaaS businesses to maintain a personal connection with a b2b customer, so they can provide them with valuable information in a way that is useful to them. According to Zendesk, customers are more likely to trust information that is provided by a business that they have interacted with before.
  • Content marketing also helps SaaS businesses to stay top of mind with their target audience, which can lead to more referrals and word-of-mouth marketing.
  • Content marketing can also help SaaS businesses to increase their brand awareness and improve their reputation in the eyes of their customers.
  • Content marketing can help SaaS businesses to expand their customer base. Because of the personal nature of content marketing, it is especially helpful for SaaS businesses that are focused on a particular niche or market segment.
  • Content marketing can help SaaS businesses improve their SEO ranking, which in turn helps to increase the organic traffic to their website through organic search engine results and social media. When done correctly, content marketing can help businesses improve their website’s authority and relevance.

There are many other benefits of content marketing for SaaS businesses . For more information on content marketing and how it can help SaaS businesses, check out this article.


Content Types That Work Well for SaaS Businesses


There are many content types that can work well for SaaS businesses. Blog posts, infographics, case studies, and videos are all great options. Let’s talk about them in detail below:




Blogging is a great way to share your expertise with your target audience and attract new visitors to your website. You can write about topics related to your industry or share tips and tricks for using your product.

Blogging is an effective way to communicate with customers and promote a SaaS business for the following reasons:

  • A blog post can be used to provide information about the B2b company, its products and services, and industry news.
  • Customers appreciate educational content about a company through its blog, and it can help build trust between the customer and the company.
  • Blogging can help attract new customers and generate leads.

By creating interesting, informative, and engaging content, a SaaS business can use blogging as an effective B2B marketing tool. According to a 2020 study by Serpwatch, 77% of internet users have visited a blog in the past month, and 62% of those who read blogs also do so on a regular basis.

When it comes to blogging, there are a few key things to keep in mind if you’re a SaaS business.

  • Firstly, make sure you’re clear on your target audience and what you want to achieve with your blog.
  • Then, think about the type of content you want to produce and how you can make it engaging for your readers.
  • You should also be consistent with your blogging schedule, and make sure your posts are high quality and relevant to your audience.
  • Finally, be sure to promote your blog posts through social media and other channels, and track the results so you can see how well they’re performing.




Infographics are a visually appealing way to share statistics or data points about your company or product. They can be shared on social media or embedded on your website.

SaaS businesses rely heavily on data and analytics to make informed decisions about their products and services. Infographics are a great way to present data in an easily digestible format. They can help illustrate complex concepts in a simple way, and they can be shared easily on social media.

When creating an infographic, it is important to keep the following tips in mind:

  • Keep it simple. The goal of an infographic is to communicate a complex message in a clear and concise way. Don’t try to include too much information, or you will lose your audience’s attention.
  • Use visuals to explain data. Infographics are a great way to present data in a visually appealing way. Use charts, graphs, and other visuals to help explain your data.
  • Make it interesting. An infographic that is boring will not be effective in attracting attention or conveying information. Make sure your design is interesting and engaging, and that the content is well written.
  • Focus on one main message. If you can’t focus on a single key content idea, you will lose your audience’s attention.
  • Use color effectively. Color is one of the most effective ways to grab people’s attention. It can be a great way to keep your audience engaged and make them want to read on.


Case Studies


Case studies can help potential customers learn more about how your product has helped other businesses achieve success. They are a valuable marketing tool for SaaS businesses as they can be used to generate leads, increase B2B brand awareness, and establish credibility with potential customers.

One reason case studies work well for SaaS businesses is that they can help prospects understand how the software works and how it can benefit their business. In addition, case studies can illustrate the company’s expertise and how it solves customer problems.

Another advantage of case studies is that they can be used to generate leads and they can also be used by the sales team to convince B2B businesses that they will find success with your SaaS product. A well-crafted case study can provide enough information for potential customers to want to learn more about your SaaS product. It also helps if the case study includes a CTA (call to action) that encourages readers to contact the company for more information.

Finally, case studies can help establish credibility with potential customers. They can also help customers visualize the product and service, which can increase their trust in the company. Case studies can be used to show that a company has expertise in a particular area of business. They can also demonstrate that a company s products or services are better than those of its competitors.

When creating a case study for a SaaS business, it is important to keep in mind the following tips:

  • Make sure the case study is relevant to your target audience. The case study should be relevant to your business and to the needs of your target audience.
  • Keep it short and sweet. Case studies don’t need to be long, wordy documents. People generally don2t have time to read long case studies, so make sure yours is concise and easy to read.
  • Focus on the benefits of using your product or service. When writing a case study, focus on the benefits of using your product or service rather than on features.
  • Use real-world examples. Case studies are more effective when they use real-world examples rather than theoretical examples.




Videos are a great way to show off your SaaS product or company in action. They’re easy to create and share, but don’t forget the duration-too short and it can be boring; too long and your viewers will get bored.

One of the most popular forms of online content is videos. They are highly engaging and can be very effective for promoting a SaaS business. According to a study by Spiceworks, 95%of B2B buyers prefer videos over other forms of content to learn about new products. They can make the viewer feel as if they re in the situation, which is why many companies use them to promote their services.

Videos can help explain what your product does, how it works, and why customers should buy it. They can also be used to show off your company culture and attract potential employees. Videos can be shared on social media, embedded on your website, and used in marketing materials. If you’re not using videos yet, now is the time to start.

During video content creation to promote your SaaS business, it’s important to keep in mind the goals you hope to achieve.

  • First, determine the target audience for your video and what you want them to do as a result of watching it.  Creating a buyer persona can help you achieve that. Once you know that, tailor your content and messaging accordingly.
  • Your video should be clear, concise, and easy to understand. It should also be visually appealing and engaging. If possible, try to incorporate animation or motion graphics to help capture the viewer’s attention.
  • Keep in mind the length of your video as well. Most people won’t watch a long video if they don’t have to, so keep it short and sweet – no more than two minutes long.  And be sure to include a strong call-to-action at the end urging viewers to take action now.


Email Marketing


Email marketing is an important part of a SaaS business for a few reasons as follows:

  • Email marketing is a great way to promote your SaaS business because it is a personal and direct way to connect with potential and current customers. According to a report from the Insider Intelligence, 64% of consumers surveyed stated that they would be more likely to buy from a company that sent them email marketing.
  • Email is a great way to generate leads and convert them into customers. According to Statista, by 2025 the number of email subscribers worldwide will reach 4.6 billion, which is an increase of almost 7% over 2022 estimates. Moreover, the projected figure is about half f the world population.
  • Email marketing is a great way to build brand loyalty and customer loyalty, which leads to repeat business. According to Campaign Monitor, 61% of clients and subscribers want weekly promotional emails.
  • Email messages are more likely to be read than other types of promotional materials, such as ads or social media posts. According to Adobe, email marketing is the most popular method of customer engagement in Europe, North America, and APAC (76.6% compared to 61% shown by social media).
  • Email messages can be easily customized to target specific customers or groups of customers. For example, you might send an email to frequent customers offering a special discount on their next purchase.
  • Email marketing is a cost-effective way to reach a large number of potential customers. It’s no wonder that in a 2018 poll, a whopping 81% of small business owners claimed that email marketing was the primary source of their leads. That’s a lot, really.

Email marketing is a powerful tool that can be used as part of a content marketing strategy for SaaS companies. When used correctly, email marketing can help you reach and engage your target audience, increase website traffic, and generate leads and sales. Here are some tips for using email marketing to promote your SaaS company:

  • Establish a strong email list. The first step in using email marketing to promote your SaaS company is to build a strong email list. This means collecting the contact information of potential customers and subscribers who are interested in what you have to offer. There are a number of ways to do this, including collecting contact information on your website, offering free trials or demos, and running contests or giveaways.
  • Send valuable content. You might have a lot of content that you’d like to share with your subscribers, but most of it will probably go straight in the trash. Instead, find ways to make your content useful and helpful. For example, how can you send useful tips and tricks? How can you send a list of the top tools that are used by your customers? Try to think outside the box and help your subscribers.
  • Consistent email marketing is more effective. Email is still one of the most effective ways to market your business, and it is especially effective when you send emails with a consistent message. If your subscribers get a different email from you every day, they will soon lose interest in reading your messages.
  • Get more subscribers for your email list. The more subscribers you have, the higher the chances that they will buy from your store and tell their friends about it.
  • Your emails should be short and informative. Avoid marketing messages that are too long and too complicated for your subscribers.
  • Include a call-to-action (CTA) in every email you send. Your CTA should be short, but also very clear and easy to understand.
  • You should personalize your emails for individual subscribers. Personalizing each email sends a strong message that you are paying attention to your customers and their needs.
  • Your email signature is important. You should have a short, simple email signature that is easy to scan.
  • Add a video to your email. You may think that adding video to your email is a lot of work, but it’s worth it. Email is one of the best channels for distributing video content. According to a study by Get Response, emails with video have a click-through rate that’s 5.6 times higher than those without video. Just make sure the file size is small enough to be sent as an email attachment. Most email providers limit the file size to 25MB or less. Second, make sure the video is formatted correctly for email distribution. The most common format is MP4, but you can also use WMV or MOV files.
  • Your subject line is important. If your subject line does not catch your subscriber’s attention, then they will not open the email.
  • Include links in every email you send. Links help your subscribers to understand the value of your email.
  • Email newsletters are a great way to engage customers.They allow you to easily share your content with a large audience. Your subscribers have already opted in to receive your emails, so they’re more likely to be interested in what you have to say. And since email is one of the most commonly used forms of communication, there’s a good chance that your subscribers will see your message even if they don’t check their inbox regularly.

Generating interest in your brand by sending out emails is a great way to increase customer loyalty and sales. For more email marketing tips for SaS businesses, check out this blog post.


How To Get Started With Content Marketing


In order to get started with content marketing, it is important to first understand what it is. Content marketing is 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.

The purpose of content marketing is to establish trust and credibility with your target market so that they will eventually do business with you. This can be done in a variety of ways, such as blogging, email marketing, social media posts, and even video content.

The key to success with content marketing is creating content that is interesting and helpful for your target market. You need to find a way to stand out from the competition and provide valuable information that people will want to read. 

Getting started with SaaS content marketing can seem daunting, but with a plan and some organization, you can be successful. Here are a few tips to help you get started:

  • Define your goals and target audience. What do you want to achieve with your content marketing? Who is your target audience? Knowing this will help you create content that is relevant and useful to your readers.
  • Plan out your editorial content calendar. Having a plan will help you stay on track and ensure that you are publishing content regularly.
  • Find a good SaaS content marketing platform. There are many platforms out there that can help you publish and distribute your content. Choose one that fits your needs and makes it easy for you to create and publish content.


Final Thoughts


B2b content marketing is an important aspect of growing a B2B SaaS business. It helps to build trust with potential customers and can result in more leads and conversions when done correctly. By creating high quality content, B2B SaaS businesses can improve their SEO ranking and reach a wider audience. SaaS content marketing should be a key part of any SaaS business strategy. If you need more tips on growing your SaaS business, check out our blog.

Get fresh updates in your inbox 👇

Ken Moo