11 Outstanding SaaS Content Marketing Examples You Can Learn From

Since every business invests in it, SaaS content marketing has gotten fiercely competitive.

How do you stand out when you’re competing with people who understand the nitty-gritty of content marketing?

It will take a lot of effort and attention to the little details.

A great place to start is to learn from SaaS companies that are nailing the details.

This SaaS content marketing examples guide will include examples in different aspects of content marketing, such as:

• Blogs
• Case studies
• Courses
• Lead magnets
• Topic clusters
• Reports
• Videos
• Podcasts

So, you’ll learn strategies to improve different aspects of your SaaS content strategy.

Let’s dive in.

SaaS case study example

1. ConvertKit

Persuasion is a big aspect of marketing. 

Because the ultimate aim of marketing is to drive product signups. And without persuasion, you can’t achieve this aim.

That said, social proof is one of the best ways to persuade people.

Imagine the number of SaaS products you’ve come across online.

Chances are, not all of them are worth your hard-earned cash. So, buyers are generally skeptical before paying for a product.

Case studies present a great option to remove the doubts in your prospect’s mind.

One beauty of case studies is that they even go further than testimonials. While a testimonial just contains a few sentences, case studies take a deep dive into the results users achieve with your product.

A typical case study will highlight results and show how the user achieved them. You’ll see the challenges a customer faced and how the product solved the problem.

So, a single content piece will perform two functions.

First, it shows prospects that your SaaS product can produce the results they’re looking for.

Second, it educates them on new strategies they can apply to their work.

ConvertKit, an email marketing platform, has taken advantage of this strategy to convince potential users.

Here’s a case study on ConvertKit’s website:

This is a story of how an artist, Danny Gregory, uses ConvertKit’s paid newsletters to make $45K annually.

One smart trick ConvertKit uses is focusing on how a specific feature produces results for a user.

So, you can see a case study that focuses on paid newsletters while another focuses on the Creator Network.

Again, most of these case studies feature creators, ConvertKit’s ideal user.

Takeaways

• Case studies are a detailed social proof element that shows how users get results with your product.
• Feature users who represent your ideal customer.
• Highlight specific features of your product.
• Specify users’ challenges and results in a case study.

ConvertKit’s case studies

How this artist used paid newsletters with ConvertKit to make $45K

How the Creator Network helped Creator Coach Corey Wilks gain 585 new subscribers in 1 month

How these 3 ConvertKit features helped this full-time creator grow his list to 30,000 subscribers

SaaS lead magnet examples

2. Close

Lead magnets will never get out of fashion.

Because SaaS companies need leads and potential users need information to upgrade their skills.

Lead magnets for SaaS companies include content pieces like:

• Ebooks
• Whitepapers
• Webinars
• Templates

Take ebooks as an example.

Some topics are so wide that you literally need a book to cover them properly.

But writing a book about anything is hard.

So, doing this immediately shows you’re willing to go the extra mile to educate your readers.

If you create an ebook that addresses your prospect’s burning questions, they’ll definitely read it.

And they’ll submit their emails in exchange for the pleasure.

This means ebooks, apart from building trust with your prospects, can be a strong lead magnet.

You can also use other types of lead magnets as they apply to your content page.

One SaaS company that uses lead magnets excellently is Close.

Close is a sales CRM software product that helps businesses convert more prospects into customers.

The SaaS company uses different lead magnets on most of its blog pages.

So, on a page about increasing cold email open rates, you can see an offer for a cold email hacks ebook. 

An ebook written by Close CEO himself, Steli Efti.

Meanwhile, on a blog page about handing over sales to customer success, you can see an offer for a Customer Journey Map template.

These relevant lead magnets are compelling to any reader on the page. At the same time, it helps Close generate leads that can become customers.

A best practice you can copy from Close is that they offer relevant lead magnets to a blog post topic.

Not just that, these lead magnets can also provide value immediately to readers.

Another neat trick here is that the Close team mentions its tool in its lead magnets.

After all, Close can help readers execute some of the strategies in the lead magnet.

Ensure you mention your product at relevant points in your lead magnet. Doing this will help you stress your SaaS product’s use cases.

Takeaways

• Create lead magnets that are relevant to your buyer persona.
• Offer relevant lead magnets to a blog page topic.
• Create lead magnets that can provide value immediately.
• Mention your SaaS product, where necessary, in your lead magnet.

3. ActiveCampaign

Since most of your ideal users live across countries worldwide, getting them to a single location for seminars is impossible.

The practical option is to host a SaaS webinar.

Over the years, webinars have become popular, and for good reasons.

A webinar is one of the best ways to generate quality leads since attendees have to register before the event.

According to a GoTo report, 73% of B2B marketing and sales leaders says webinars are the best way to generate high-quality leads.

This makes sense since someone has to be really interested in your product to commit an hour of their life to attend your webinar.

With a webinar, you can provide information to help customers and prospects solve problems that matter to them. This will help you build trust with existing customers and prospects.

Not just that, a webinar can provide important information about attendees. Through elements like comments, question and answer (Q & A) sessions, and polling, you can learn more about your audience’s pain points.

And you can use this information to improve your SaaS product.

Another benefit is that webinars let you showcase your product’s use cases to prospects. 

Even after your live webinar, the recorded video still works as a lead magnet.

Your website visitors can enter their personal details for on-demand webinars.

ActiveCampaign has exploited this content format.

ActiveCampaign is an email marketing, marketing automation, and CRM software product.

The SaaS company uses on-demand webinars to tackle topics that will interest their customers and ideal prospects.

Beyond generating leads, ActiveCampaign tries to move them down the sales funnel immediately.

It does this by giving the new lead options to start a free trial or schedule a demo. This makes sense since most webinar participants are already warm leads.

To even give its webinar a bigger reach, ActiveCampaign collaborates with other SaaS companies to host webinars.

These are usually companies whose products integrate with ActiveCampaign. Participants will see how they can use both tools to arrive at a solution.

And for webinar attendees that already use the other product, this webinar can compel them to try ActiveCampaign.

Webinars can help you generate high-quality leads. And partnering with other companies to host webinars can help you reach more prospects.

Takeaways

• Webinars are a content type to solve your audience’s problems and show product use cases.
• Webinars’ interactive features let you learn more about your ideal customer’s pain points.
• Try collaborations with other SaaS companies to reach more potential customers.

ActiveCampaign’s webinars

Turning leads into opportunities with Slack and ActiveCampaign

How to turn followers into leads with ActiveCampaign and Facebook Ads

SaaS blog examples

4. Databox

You already know the benefits of blogging for your SaaS company.

So, telling you to blog will be stale advice. After all, your SaaS company already has a blog.

But how can you grow your SaaS blog?

It’s a problem that can trouble even creative marketers.

Because, let’s be honest, you’ll face tough competition from other SaaS companies.

That said, the first party to consider standing out for is your ideal customer. This is the person you want to attract and convert into a loyal customer.

Then, you can study your industry to see what competitors are doing well and how to improve upon it.

Some ways your SaaS blog can stand out include:

• Publishing relevant content about technical topics
• Showing empathy towards the reader and solving their problems
• Using well-designed images and infographics
• Embedding videos that explain the page topic
• Surveys to get expert views
• Featuring subject market expert quotes

Adding these elements to your blog posts can help you go beyond just writing great blog posts.

Of course, you still need a competent SaaS content writer to ensure your blog has a great starting point. You should only build uniqueness on strategic content creation.

Databox creates memorable blog posts by featuring experts on its pages.

Databox is a business analytics and KPI dashboards product.

The company features experts by creating surveys around specific topics. These surveys ask questions about how experts get results for their companies.

Then, Databox features their responses in a blog post about the topic.

First, this gives Databox’s blog posts credibility due to the experts featured.

Second, it’s a form of social proof that will keep readers longer on the page.

Third, featured experts will share blog posts with their audience, as doing so boosts their status as experts.

Of course, this is just one way to make your blog posts stand out.

You can explore other ways to make your blog posts memorable and bring visitors back to your website.

Apart from these, Databox highlights its product feature that relates to a blog post.

So, in a blog post about YouTube video types, Databox features its YouTube channel analytics features.

Part of helping readers is mentioning your products where it helps the reader performs a task.

This is the core of creating product-led content.

Otherwise, what’s the point of building a product and sweating to produce content?

Also, this increases product awareness without getting salesy.

Takeaways

• Find and implement an element that will make your blog stand out.
• Write blog posts that are relevant to your audience and product features.
• Mention your product where necessary in your blog posts.

Databox blog posts

15 Popular Types of YouTube Videos for Businesses to Produce in 2023

What’s a Good Email List Size for B2B Businesses?

Instagram Followers: How Many Does the Average Company Have and How Can They Get More

5. Kinsta

Kinsta is a platform for application hosting, database hosting, and managed WordPress hosting.

And guess what?

Kinsta ranks in the top 3 of Google’s results for “application hosting,” “database hosting,” and in the top 10 for “managed WordPress hosting.”

For a keyword like “application hosting,” Kinsta even outranks Amazon AWS and Google Cloud.

And for WordPress hosting, Kinsta has to compete with heavyweights like Bluehost, GoDaddy, and WP Engine.

It’s difficult to say only one part of Kinsta’s marketing is responsible for these results (unless Mark Gavalda says otherwise).

But the Kinsta blog has done a great job in attracting people who need their platform.

The blog drills down into issues people can face when hosting an application or website.

The blog regularly publishes valuable long-form content on topics such as:

• WordPress
• Web development
• Tech tools

To a non-technical person, the Kinsta blog can look rather boring and complex.

However, to a developer (Kinsta’s ideal user), this is the type of content that can help them build better applications and websites.

So, Kinsta has focused on satisfying its ideal customer profile and excluding everyone else.

This makes sense since these are the people who can likely pay for Kinsta’s platform.

If you want to create a blog for your SaaS product, a great approach is to focus on people likely to become paying users.

Usually, this will include topics that are more specific rather than general.

For Kinsta, this may be a topic like “Laravel Eloquent Relationship: An Advanced Guide” rather than a generic topic like  “Benefits of Database Hosting.”

After all, an ideal database hosting customer already understands its benefits.

Of course, the specific topic can bring in less traffic compared to the broad topic.

But what do you prefer?

150 visitors that contain 120 potential buyers or 1,000 visitors that contain 50 potential buyers?

You know which will lead to more users, revenues, and profits.

Kinsta is an excellent example of using content marketing to gain market share in a competitive space.

Takeaways

• Your blog should focus on your ideal customer even if it makes no sense to readers outside that profile.
• Focus on tackling topics that will help customers get the best results possible from your product.

Kinsta’s blog posts

Laravel Eloquent Relationship: An Advanced Guide

WordPress Hacked: What to Do When Your Site Is in Trouble

Cheap WordPress Hosting Costs 30x More Than You Think (See the Math)

SaaS topic cluster example

6. Sprout Social

If you run a SaaS blog, you’ve probably heard about topic clusters.

While a single page was enough to rank on Google’s first page for competitive broad terms years ago, you now need to create several pages around the terms.

A topic cluster includes a pillar page for the broad term, cluster content pages that explain subtopics, and links between the pillar and cluster content pages.

A topic cluster can include 5 to 20 pages, depending on how wide the topic is.

This shows search engines that you have topic expertise and can answer any questions searchers have about the topic.

Apart from ranking on Google’s first page, topic clusters can provide a better user experience to blog visitors.

While reading a single page, visitors can find links to other related pages. This can lead them to more pages to learn about a broad topic.

When this happens, you can reduce your website bounce rate, increase time on site, and get more page views.

And for a SaaS company, these pages can link to relevant product pages.

But how do you execute topic clusters?

Let’s consider Sprout Social.

Sprout Social is a social media management software that helps businesses connect and reach their audiences on social media.

The company has a comprehensive topic cluster around the term “brand awareness.”

On the pillar page, you’ll find links to other pages such as brand identity, brand awareness strategy, and brand reputation management.

When you visit these pages too, you’ll find a link back to the brand awareness page.

For a visitor who wants to learn about brand awareness, Sprout Social has several pages that explain various aspects of the topic.

Beyond that, Sprout Social uses this topic cluster to promote its social listening tool. 

So, you’ll find a link to its social listening features page on most of these pages.

As a SaaS business, you can build topic clusters around your product features and link to your features page at relevant points.

Takeaways

• Research broad topics around your product features.
• Create a pillar page for these topics.
• From the pillar page, create cluster pages around relevant subtopics that can be expanded.
• Interlink these pages together to form a topic cluster.
• Link to your product pages in these clusters

Sprout Social’s topic cluster pages

Brand Awareness: What it is and Strategies to Improve it

Brand Identity: How to Create a Successful Brand

Master the 3 Pillars of Brand Reputation Management

SaaS video content example

7. Ahrefs

10 years ago, you could keep people on your website pages by just having quality written content.

Not anymore.

Today, you have to include other content formats like images, videos, infographics, and audio.

Why?

Some of your page visitors prefer other content types apart from written words. So, if you offer these content types, they’ll likely stay on your page longer.

Otherwise, they’ll leave in no time.

The beauty is that your blog post can be the framework for the video. All you have to do is repurpose the written content into another format.

Ahrefs has mastered this art by featuring videos and designed images on their blog pages.

Ahrefs is an SEO product that provides tools to help businesses improve their search rankings.

Even though Ahrefs already publishes engaging and helpful written content, videos ensure visitors stay even longer on their pages.

Let’s visit one of Ahrefs’ blog posts.

Once you land on their blog post about affiliate marketing, you’ll find a YouTube video just below the introduction.

For people who can’t read a long guide even if their lives depend on it, there’s a video to bail them out.

As you dive deeper into the page, you get to a section on how to get started with affiliate marketing. And in that section, there’s a subheading:

Drive traffic to your affiliate website.

In this section, Ahrefs lists SEO as one of the ways to drive traffic.

And if you guessed that there’s a relevant video for SEO, you’d be right.

These two videos can keep people longer on the page.

This page currently ranks number four (in my location) for the keyword “affiliate marketing.”

This is a keyword with a global volume of 646K and a keyword difficulty of 100% (Semrush data).

Beyond that, Ahrefs’ affiliate marketing course YouTube video shows up among the video results.

So, the brand literally has two placements on the first page for this keyword.

Of course, not all their blog posts get this kind of performance, but the videos definitely help.

Imagine if having videos on your pages can increase your website time on page by 1 minute.

This can make a lot of difference to your search rankings and conversions down the line.

An added benefit is that by creating these YouTube videos, Ahrefs has built a big audience on YouTube. 

At the time of this writing, Ahrefs has over 400K subscribers on YouTube. This means more brand awareness on the video platform.

Beyond that, these videos can also rank in Google search engine results pages (SERPs).

So, their blog posts increase their YouTube views, while YouTube users can also visit their website through a video.

Put simply, featuring YouTube videos in your blog post can lead to two benefits at the same time.

Takeaways

• Repurposing blog posts into videos can help you reach a bigger audience.
• Videos can keep visitors longer on your pages.
• Videos can help you get more spots on the search engine results page.
• Ensure your video is close to the top of the page.

Ahrefs’ blog posts

Affiliate Marketing For Beginners: What It Is + How to Succeed

ChatGPT for SEO: 9 Best Use Cases (And 4 Suboptimal Ones)

The Only SEO Checklist You Need

SaaS course example

8. HubSpot

HubSpot is a marketing, sales, and customer relationship management (CRM) software product.

Because of this, HubSpot is used by marketers. 

On a normal day, a marketer talks to prospects and customers to convert new customers and retain current customers.

And they’re under pressure to achieve their marketing goals. With the level of competition online, a marketer needs to learn to outperform competitors.

This is where HubSpot’s marketing courses become relevant to marketers.

On HubSpot, marketers can take courses such as:

• Digital marketing certification course
• Content marketing certification course
• Inbound marketing certification course
• Social media certification course
• Lead management course

Also, marketers get certificates after completing a course.

And these courses are free.

While many HubSpot users will take the course, many non-user will also do so.

For example, HubSpot claims more than 40,000 marketers have taken the content marketing course alone.

With this number of students, HubSpot can reach marketers who will sign up for the product down the line.

In fact, I discovered some of HubSpot’s features while taking their content marketing course. 

And before completing the course, I signed up for the product.

You can bet HubSpot has gotten many customers through these courses.

Whatever SaaS product you sell, you can create a course that will help your ideal buyers upgrade their skills.

For instance, if you sell a SaaS analytics product, you can create a course that walks businesses through how to measure metrics that matter.

By doing this, you’ll be solving an important problem for your prospects and building trust with them.

When these course students need an analytics product, your product will be on top of their minds before they consider competitors.

Takeaways

• Courses deliver deeper insights on executing a broad topic.
• Courses can train professionals to become better at their jobs.
• Courses help to build trust with your audience and move them towards buying.
• During courses, mention problems your product can solve for students.

HubSpot courses

Digital marketing certification course

Content marketing certification course

Lead management course

SaaS Report example

9. Semrush

Marketing is both an art and a science.

So, while your intuition may be good, you also want it to be supported by numbers.

Your ad may be gorgeous and eloquent, but does its conversion rates suggest a good job done?

You feel like investing in video marketing, but does the number show you can reach your ideal audience this way?

One way marketers get these numbers is through research reports.

These reports update them about current marketing trends and insights.

And Semrush has its own report: The State of Content Marketing.

Semrush is a search marketing product that helps businesses rank higher on Google.

In The State of Content Marketing Report, Semrush addressed topics such as:

• Content marketing trends
• Content marketing industry survey
• Content performance and ROI
• The Anatomy of high-quality organic content
• Content marketing job market trends

From the topics, Semrush leaves no doubt that content marketers (the ideal audience) will get information that can help them get better results from their content efforts.

For example, when you scroll to the survey, you’ll see common traits very successful and successful content marketers share.

Generally, if you ask 100 content marketers about these topics, you’ll get 100 answers.

But Semrush, with its report, has distilled these views into hard numbers.

Content marketers can see what their colleagues are doing and what their plans.

This report provides a lot of insight into content marketing efforts by professionals worldwide. And they’re backed by numbers.

Beyond providing valuable insights to marketers, Semrush stands to gain benefits too.

First, these research reports are lead magnets. You have to enter your email address and other details before downloading the report. So, Semrush will generate many leads through the report.

Second, Semrush will generate links as reports are also link magnets. Many websites link to reports to support their claims.

For instance, this report page has already generated 99 links even though it was published this year.

Third, Semrush can build trust with potential buyers (content marketers). The product has tools like keyword research, topic research, SEO content template, SEO Writing assistant, and content audit, which writers will find useful when writing.

How can you get participants for your report?

You can create a survey for your website visitors and send newsletters about it to your subscribers.

With research reports, you can create helpful content for professionals. And it helps that these insights will be backed by numbers.

Takeaways

• Reports help to uncover insights about a topic.
• Reports show hard numbers to support claims in the industry.
• They help to acquire more leads.
• They attract relevant backlinks from other industry websites.

Semrush Report

The State of Content Marketing: 2023 Global Report

SaaS podcast examples

10. SaaS Open Mic by ChartMogul

Rather than listen to the latest Kim Kardashian gossip, many SaaS company employees like to listen to podcasts while driving to and from work.

Or even when taking a walk.

It’s an opportunity to learn from other experts. 

According to Edison Research, 89 million Americans listen to podcasts weekly. 

And weekly listeners listen to an average of 9 podcasts every week.

Beyond that, 38% of U.S. adults who have ridden in a car in the last month say they listen to podcasts in the car.

All these point to one thing:

Podcasting is big, and you should exploit it for your SaaS marketing.

And ChartMogul exploits podcasts to reach its ideal audience.

ChartMogul is a SaaS subscription analytics platform.

The tool automates the reporting of key SaaS metrics like monthly recurring revenue (MRR), churn, lifetime value (LTV), and more.

Beyond that, ChartMogul also hosts the SaaS Open Mic podcast.

In this podcast series, ChartMogul interviews SaaS founders and leaders about topics that interest to ChartMogul’s leads and customers.

On this podcast, you’ll find information that helps SaaS businesses measure the right metrics, increase the value of good metrics and reduce the value of bad metrics.

Takeaways

• Podcasts are a great way to reach an audience that wants content while driving or during a workout.
• Podcasts help you feature industry experts who share experiences relevant to your ideal customer.

ChartMogul podcast episodes

5 SaaS Metrics That Matter to Investors With Jeff Bartos Of Salesforce Ventures

Building Sales at a Product-led Company with Thinkific’s Adam Jones

B2B SaaS Revenue Attribution with Lars Gronnegaard of Dreamdata

11. Better Done Than Perfect by Userlist

Userlist is an email automation tool for B2B SaaS companies.

The company runs the Better Done Than Perfect podcast for SaaS businesses.

In this podcast series, you’ll find episodes about growing your SaaS product, creating content to convert users and keep them for years, and tracking the right metrics.

With these episodes, Userlist’s leads and customers will learn and gain trust in the company. This way, some leads can turn into customers down the line.

Takeaways

• Use your podcast episode to explore topics relevant to your product and customers.
• Invite podcast guests with credentials your audience will trust.

Userlist episodes

Email Automation and Customer Experience with Jordan Skole

Cold Outreach Essentials with Andy Cabasso

Producing Technical Content with Karl Hughes

Conclusion

No matter the stage of the buyer journey, content marketing never ends.

Whether you’re trying to generate a lead or retain a customer, you have to constantly feed them with information to build and consolidate trust.

If your company doesn’t currently execute any aspect of these SaaS content marketing examples, check out these examples and visit their websites to learn about these strategies.

And if you need a writer to help you execute your SaaS content marketing strategy, reach out to me and let’s build a content marketing strategy that achieves results.

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