If you’re wondering how to scale your business with SaaS content marketing? You've come to the right place. At beehiiv, we know content marketing for SaaS — we do it every day. In fact, that's probably how you got here, to this article.

That doesn't mean it's easy. We work in a crowded space where audiences are swimming in options.

Choosing the right types of content and a governing strategy can feel like a gamble. What works for one brand may flop for another, and trends change faster than you can say "algorithm update."

So let's demystify the process and help you build a content plan that converts.

When I first dove into SaaS content marketing, I thought the secret was breadth — high volume and popular keywords. More articles mean more traffic, right? And that translates into leads.

Spoiler alert: it doesn’t work that way. Quality always outweighs quantity. Without offering real value, the content you create is just noise. Thirty-five percent of successful bloggers spend over six hours crafting a single post.

The same goes for audiences. Don't try to speak to everyone. SaaS content performs best when it targets a specific audience. Connect with the right people instead of getting lost in the crowd.

I also over-focused on fostering awareness with top-of-funnel content. In the same way that articles don't necessarily equal traffic, traffic doesn't necessarily equal sales.

It's important to guide prospects each step of the way. Keep them moving forward with topics that engage them but also nurture buying intent.

Note: that's one reason that beehiiv is awesome. Being able to publish content simultaneously as a blog and SaaS email marketing helps you reach both new audiences and established leads.

Key takeaways:

Creating content that converts is about strategy, understanding your audience, and anticipating their needs at each stage of their buying journey. These are the approaches that consistently work, along with SaaS marketing examples to help you implement them.

If you are serious about driving results, high-buying-intent topics should be on your radar from day one.

These topics cater to leads who have already identified their problem and are actively searching for a solution. It's an opportunity to connect with users ready to make a decision,  boosting conversions.

This strategy also strengthens relationships with existing customers — fostering their intention to repurchase or renew their subscription. Fifty-nine percent of marketing leaders name customer retention and expansion as the key to revenue growth. Listen to them.

Try to understand your audience's search behavior and pain points. Without becoming too sales-y, position your brand as the best choice.

To Do:

For example, if I worked for a workflow automation brand, I'd check out pages like Reddit's thread on "favorite workflow automation tools."

The Related Answers section also gives me other relevant topics to cover.

Once you have the right topics, create clear, relevant content. High-intent users appreciate straightforward pieces that waste no time and tackle potential pain points, such as cost-effectiveness, directly.

You should also reinforce your articles with lead magnets, multimedia elements, and social proof.

Illustrate comparisons and key features visually. Use tables and bullet points to break down your points into the major takeaways prospects want. Or provide a more interactive experience with walkthrough videos or demos.

Build credibility with readers. Include elements like testimonials, user stories, or customer metrics. Advertise your high customer retention rate or quantifiable impact on a team's productivity.

Finally, give them something to take away from the article. Encourage them to download a related guide, sign up for a free trial, or schedule a meeting.

Cflow

I found this Cflow article — “25 Workflow Management Tools that You Must Consider for Your Business” — by searching "top workflow management tools in 2025." It made the top three search results and appeals to readers likely to purchase.

How?

Cflow targets decision-makers, comparing workflow solutions, offering detailed lists of tools alongside features, pricing, pros, and cons. You'll also find useful images throughout, starting with the hero.

The article also presents Cflow's advantages, such as no-code customization and seamless integrations, within the broader comparison. It hits the SaaS-content-marketing sweet spot by framing Cflow as a top contender without overtly selling.

beehiiv

I believe in practicing what I preach — and so does the greater beehiiv team. You'll find beehiiv examples woven throughout, giving you insight into our process.

I wrote "Master Client Management: The Best Email Marketing Software for Agencies." The topic made the content calendar because it exemplifies high-buying intent. It also appeals to a more specific niche than a general article on email marketing software.

If you read the article, you'll find multiple feature-specific head-to-heads, screenshots, and pricing tables.

Yes, beehiiv comes out the winner, but not in all cases. For example, agencies that need full customer relationship management (CRM) capabilities for multiple enterprise clients should probably turn to Hubspot instead.

By pairing blog posts with bottom-funnel CTAs, SaaS companies can turn informational articles into powerful conversion tools.

When done right, bottom-funnel CTAs provide an actionable next step tailored to a reader’s intent, helping you convert engaged visitors into loyal customers.

Strategically placing CTAs is essential to capture attention without interrupting the reading experience.

In addition to the conclusion, thinking about adding CTA blocks within the introduction or midway through the post. Grab people you've already convinced before you have a chance to lose them.

Keep early CTAs from interfering with the reading experience by visually separating them from content or integrating them naturally.

Craft convincing CTAs by focusing on these best practices:

Testing your CTA strategy helps you optimize for maximum impact. Take advantage of heatmap tools that show where users click, scroll, and engage on blog articles.

You should also use SaaS newsletter metrics and A/B testing. Track click-through rates (CTRs) and conversion rates. If engagement is low, experiment with more compelling copy or visuals, and test different variations to see what works best.

Effective Bottom-Funnel CTA Spotlights

Notion

Notion’s blog on “Why the Future of Work Depends on AI” pairs educational content with bottom-funnel CTAs. The post dives into challenges and opportunities surrounding AI adoption, engaging decision-makers with relatable pain points and data-driven insights.

Notion integrates mentions of its own AI features, such as AI Meeting Notes and Enterprise Search, throughout the article.

At the end of the article, there's a crystal-clear invitation to start using Notion and easy-to-navigate options.

beehiiv

This is from the same article on email marketing for agencies. The piece ends with the offer of a free 30-day trial.

The CTA is almost at the end of the article, but there is a set of FAQs that follow. By breaking the button out into its own content block, the designer makes sure that you don't miss it.

More B2B content marketers (82%) list audience understanding as the key to content marketing success than any other factor. By weaving your product into educational, helpful content, you can show how it solves real problems.

Product-led content seamlessly integrates your solution into educational material. It’s not a hard sell but an organic approach to showcasing your product. For example, how-to articles and case studies make for great posts.

The key is balance. You want to position your tool as the definitive answer, but the content must remain genuinely useful. Think of it as storytelling with your product playing a starring role.

Use your introduction to identify a problem your audience is currently struggling with. For example, in a post about remote onboarding challenges, introduce the pain points decision-makers face, like inefficiencies or coordination hurdles.

Next, show how the challenge can be solved while weaving your product into the narrative. You can share actionable tips, add screenshots or examples of your product in action, and connect your features to clear payoffs.

End with a CTA that encourages readers to try this process for themselves. Tailor this step to match the buyer intent addressed in the article.

A few best practices:

How-to articles and case studies make for great product-led content.

Typeform

After launching, Typeform went from $0 to $3M in annual lifetime revenue by focusing on product-led content.

The brand built templates and articles around specific use cases, such as forms for employee feedback or customer surveys. This helps the brand reach people looking for precise rather than general software solutions.

For example, a recent article covers "8 product recommendation quiz examples to inspire you." It highlights eight different Typeform customers that span industries but start from the same template.

Typeform excels by starting with a specific version of its product and showing how broad the applications are. In "How To Use Email Marketing To Increase Hotel Revenue," beehiiv goes in the other direction.

Rather than focusing on a specific template, author Nicola Vaughan shows how you can use the core beehiiv platform to solve the specific needs of a specific industry.

Both strategies work, and you'll find examples of both on the beehiiv blog.

After years of steady growth in SaaS usage, today's buyers are more cautious, tightening their software budgets. They compare their options rigorously before committing to a purchase.

Thoughtful and transparent comparison pages let you position your product as the right choice between the available applications.

Comparison pages attract potential customers who are deep into the decision-making process. These visitors are narrowing their options, meaning they already have high purchase intent.

Win the battle by incorporating these elements:

beehiiv

I chose two examples from our own library because they illustrate two different approaches. You can use either or (better) both.

The first is a list-style page. Roundup tools that are alternatives or can be used in conjunction with yours.

In "The 23 Top Software Choices for Email Marketers," the writer collects both other email marketing software and tools such as Trello and Google Ads that make good companions for beehiiv.

The beehiiv website also has a dedicated Comparisons page. In addition to a table with prices and features, you'll find a library of head-to-head articles that pit beehiiv against its biggest competitors.

A blog that drives real pipeline attracts traffic and converts it into meaningful leads and long-term customers. Here's how to make your blog and newsletter a pivotal part of your sales funnel.

Your content is only as effective as the relevance it has to your audience. Knowing who you’re writing for is step one. 

Start by defining your Ideal Customer Profile (ICP). Pin down key demographics like job titles, industries, and company sizes. Think about interviewing current customers, too. This way, you can ensure your content speaks directly to their needs.

Look at current readers, too. Analyze your website traffic and engagement metrics to identify the audience segments already engaging with your site. Are you reaching the right people?

Finally, tailor your content formats to match your audience’s preferences. Decision-makers may value in-depth guides that provide comprehensive insights, while others at the brand may prefer quick checklists or how-tos.

A pipeline-generating blog guides readers step by step toward becoming customers. That's why the email marketing lifecycle is so important.

Structure content with the buyer’s journey in mind.

Rank for keywords that your target customers search. Use phrases with intent like “How to improve team efficiency” or “Best SaaS tools for project management.”

In addition to attracting backlinks, maximize the power of every page with:

The heart of a pipeline-driving blog lies in effectively transforming traffic into leads.

One of the keys to running a successful, streamlined content marketing operation is using the right tools and templates. These can help you stay organized, execute consistently, and scale your strategy without overextending your resources.

Proof it's possible: project management SaaS brand Monday.com used its platform, extensive documentation, and a dedicated team to produce 1,000 blog articles in one year. Then, they IPO'd.

You don’t need an overwhelming stack of tools to succeed in SaaS content marketing. A few well-selected platforms can significantly boost productivity.

Templates ensure that everyone involved in content creation stays aligned and focused.

Content briefs make expectations clear from the outset. A solid brief typically includes:

I promised transparency, so here's the top of the content brief for this article.

At beehiiv, we write in Google Docs. For each assignment, the writer receives a document that includes the brief, space for the article, quality assurance checklists for writers and editors, and a section to list our sources.

By standardizing the content creation process, beehiiv tracks and assures a regular flow of strong blog articles.

Managing publication timelines, editing processes, and SEO optimization is smoother when you use customizable workflows.

CMS platforms like WordPress and beehiiv allow you to involve multiple team members and stages of publication. You can identify who needs to sign off on each step of the process.

The brave team also uses Asana to manage workflows. The application automatically updates a project's status and notifies team members as projects move between stages and people.

The secret to success is integrating these tools and templates deeply into your processes.

A few tips:

Using the right tools and templates is about more than saving time. It helps you raise the quality of your content. When workflows are streamlined, teams can focus on creating value for their audience.

Reflecting on past experiences, it’s clear there are lessons I’ve learned that could have streamlined my content efforts and boosted results sooner.

Learn from my mistakes.

Early on, I focused too much on creating content and underestimated how vital distribution channels like email, social media, and paid ads are. If I started again, I’d plan a distribution strategy in conjunction with content creation.

Less time writing, more time marketing things I've written.

I used to write a lot of general, top-of-funnel content that was good for traffic but didn’t drive leads. I’d shift to higher-intent keywords like “{product} alternatives” or “best tools for {specific need}” much earlier to attract readers who are ready to buy.

Work smarter, not harder, and leverage the assets you've already created.

I often spent weeks creating new content without considering how to maximize its value. If I started again, I’d build a process to quickly repurpose high-performing pieces into newsletters, social graphics, or even webinar topics to extend their reach and longevity.

(Honestly, I'm still working on this one.)

This one reflects the evolution of the beehiiv content process. I've been on the blog writing team from almost the first days of this blog, so I've seen the journey.

For my first assignment, I was pretty much given a keyword and some instructions about H1s and image suggestions.

Briefs have become more and more detailed, integrating standardized features like quality assurance checklists. This has let the beehiiv content managers seamlessly integrate new voices into the blog without sacrificing consistency.

I should have focused more on real customers — instead of only hypothetical ones. Real-world examples are powerful for driving trust and conversions. I’d make these a core part of my content strategy much earlier.

Success in SaaS content starts with a clear focus on your audience and their needs. Align the greater pieces of content with the buyer’s journey, but introduce bottom-of-the-funnel CTAs from the start.

Remember, great content drives action, not just traffic. Stay adaptable, involve your sales team, and always prioritize quality over quantity.

Start building with beehiiv. Do double duty with every bit of content marketing for SaaS. You'll have a blog to attract new prospects through SEO-driven content and a newsletter to nurture them with email marketing.

Sign up for a free trial of our most popular plan with all the growth and creative tools your content team needs.

Why Trust Me

I regularly research and publish articles on content marketing strategy and best practices. As a member of the beehiiv content team, I also have extensive experience with SaaS marketing.

B2B SaaS content marketing is the practice of creating and distributing valuable, relevant content to attract and retain business customers for Software-as-a-Service products. It involves crafting blog posts, whitepapers, case studies, videos, and more to educate the target audience, showcase how the product solves pain points, and nurture prospects into becoming customers.

The content is often aligned with every stage of the buyer's journey, from generating awareness with thought leadership to addressing specific customer objections during the decision-making stage. This strategy drives leads, builds trust, and supports long-term customer relationships.

The four P's of SaaS marketing refer to product, price, place, and promotion.

Your software or platform must address a specific problem for your target audience. Focus on usability, reliability, and delivering measurable results.

SaaS pricing often includes subscription models, free trials, and tiered plans. Choose a model that reflects the software's value while staying competitive in the market.

Distribution mainly happens online through websites, app marketplaces, and SaaS directories. Make sure to optimize visibility in the places customers are likely to search.

Digital channels dominate SaaS promotion. This includes SEO-driven blogs, email campaigns, paid ads, webinars, and partnerships that target your ideal customer persona.

The four main types of content strategies focus on different stages of the customer journey:

Balancing these strategies creates a full-funnel approach that meets your audience’s needs at every stage.

To write SaaS content effectively:

Great content marketing for SaaS mixes education, value, and a clear connection to the product, helping engage and convert prospects effectively.