Although search engine-friendly, keyword-rich blog posts are still critical for SaaS content marketing success, they’re just one piece of the puzzle. As AI-generated content floods the internet and buyer expectations evolve, SaaS companies must differentiate their brands and cater to new and different ways buyers seek information.
If you haven’t revisited your SaaS content marketing strategy lately, it’s time to give it a boost. Here are three ways to update your approach.
Thanks to Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines, more brands now invest in producing thought leadership content to win the SEO game. According to the Content Marketing Institute, 52% of content marketers will increase their investment in thought leadership content in 2025.
Instead of telling readers what they already know, show them something they can’t find anywhere else. For example, you may involve subject matter experts (SMEs) to share unique knowledge and from-the-trenches insights about your industry, customers, and future trends.
You may think, “Every company has SMEs. What else can I do to take it a step further?”
Luckily, most SaaS companies have access to a treasure trove of user data. You may leverage proprietary data like anonymized user trends, survey results, internal research, or case study outcomes to surface original insights only your brand can offer. You can then turn them into unique and evidence-backed thought leadership content.
You may also build content around data stories. What patterns are emerging from your product usage? How are customers finding new ways to maximize efficiency or return on investment (ROI) with your help? What unexpected findings have surfaced in your research? Use these insights as the foundation for articles, reports, webinars, or social posts your audience can’t find elsewhere.
Moreover, you may use thought leadership content to humanize your brand. Encourage SMEs to share personal experiences to bring authenticity and depth to your communication. When you combine expert opinions and proprietary insights, you move from simply participating in the conversation to leading it.
SaaS content marketing isn’t just about driving traffic. It should also support a full-funnel approach to guiding prospects down the purchasing path. In today’s environment, where 75% of B2B buyers prefer a rep-free experience, content is essential for empowering them to make decisions.
Your strategy must, therefore, go beyond attracting attention to encouraging action. Produce buyer enablement content to help prospects independently navigate their evaluation journey while building confidence in your solution as part of a self-service experience.
What does buyer enablement content look like?
Think beyond educational blog posts and product pages with surface-level information. To speak to decision-makers in the consideration and decision stages, create in-depth resources like comparison guides, ROI calculators, implementation checklists, case studies, and solution briefs tailored to each buyer persona’s role and priorities.
Your assets should answer the questions buyers ask when evaluating a solution:
• "How will this solution integrate with our stack?"
• "What’s the real-world ROI?"
• "How much effort is required for onboarding?"
• "Is this truly better than our current solution?"
Create content that proactively addresses objections, risks, and decision criteria. For example, you may gather input from your sales team to understand the questions and concerns prospects often bring up during sales conversations.
Also, create buyer enablement content to help prospects advocate for your solution inside their organizations. For example, you may provide real-world case studies on ROI that a tech lead can share with their CFO to show how your solution will be a worthwhile investment.
Influencer marketing and user-generated content (UGC) aren’t just about TikTok reels on your teenager’s phone. Companies now incorporate these pieces into their SaaS content marketing strategy to expand their reach, demonstrate authenticity, build trust, boost credibility, encourage brand advocacy, and humanize their brands.
In B2B SaaS, you don’t need a big budget for celebrity endorsements. Micro-influencers like niche industry experts, consultants, power users, and community leaders can significantly impact brand perception and reach. While they don’t have millions of followers, they command trust within tight-knit professional circles.
You can collaborate with these prominent voices through interviews, co-branded webinars, guest posts, or social media shoutouts to amplify your credibility while adding a fresh perspective to your content.
Meanwhile, UGC, such as customer testimonials, product reviews, success stories, screenshots, and user-shared tips, are authentic proof that your solution delivers real-world value. It helps reduce skepticism and speeds up trust-building when prospects see their peers praising your product, offering real-world insights, or sharing their success.
To enhance brand advocacy with UGC, create programs to encourage customers to share their experiences. Make it easy and rewarding for them to contribute stories, reviews, and best practices. Moreover, ask users to tag you on social posts so you can re-post them on your profiles and channels.
Building a successful brand in today’s B2B SaaS industry doesn’t mean you need a big budget or to be the loudest. You must, however, offer well-articulated value, share unique insights, and foster authentic connections with your audience.
Keeping pace in this competitive landscape requires going beyond blogs and SEO keywords in your SaaS content marketing strategy. You must double down on original thought leadership content, support full-funnel buyer enablement, and leverage micro-influencers and UGC to boost brand advocacy.
Ready to up your SaaS content marketing game? Schedule a meeting to see how we can help you build trust, drive action, and fuel growth.
