So, you have a SaaS business and want to get your service out there to the relevant customers?

Blogging is a great way to do this and position yourself as an expert in your industry. However, it must be done the right way. Content marketing is a proven way to convert readers into customers and enhance your lead generation strategy.

Whether your model is predominantly based on a subscription model or a traditional client installation SaaS business model, blogging can be a great marketing tool to grow your traffic, enquiries and sales.

Valuable blog posts and ‘how to guides’ can be pivotal for your business growth and getting your cloud-based service the recognition it deserves.

In the information age, there are no secrets to anyone and especially not to your customers.

Therefore, the best marketing tactic is to be as transparent as possible, blogging about how your B2B software can make an impact, how your customer-care and sales team go that extra mile and even weekly posts about the progression with your business model.

Let’s dig deeper into the exact content marketing skills you can use to best market your SaaS business model…

Inform, Don’t Sell!

So, you have a cloud-based service and you’re desperate to sell it too as many businesses as you can. You believe your software can impact people for the better and improve business practices. And why wouldn’t you think that? You’re proud of what you’re marketing and so you should be.

However, in the information age, the days of straight-up selling are perilous. The customer has access to information at their fingertips. Therefore, the modern strategy for your blogs has to be one of transparency and to focus on being as informative as you can.

Think about your blogs like little books and instruction manuals. Here are 5 great examples of how you can structure your SaaS blog below, to get the most out of them and give you a higher chance of converting potential clients:

  • How to use *Your Service*
  • The Benefits of *Your Service*
  • Why you need *Your Service*
  • How *Your Service* Can Help

As you can see, the idea of the blogs is to target how you can help your reader. This build trusts and credibility, giving you a much higher chance of converting.

Written and Visual Content

It’s important in this day and age to create different types of content for your readers. This is particularly relevant for a business model such as a SaaS product.

For millennials, it’s thought that concentration has dropped by a full third! This is due to the distraction around the addiction to phone, modern day life and the inability to focus.

So, how do you combat this? You create visual, video and written content. Basically, a mix of articles, ‘how to videos’ and filling your content with attractive and pleasing on the eye images.

Long gone are the days where people will read through a whole block of text and get to the end of your information, even if you have the best content in the world! This is why it’s so important to vary your content to best get your message across.

Humanise Your SaaS Brand


With the rise of artificial intelligence and technology, it’s never been as important to humanise your brand. Although digital technology is a critical way to market your business, it’s just as important to make sure human qualities shine through in your content, whether that’s visual or by video.

What do I mean by this? Well, having a website with nothing on it apart from ‘click here’ and a few images would be pretty pointless. Pointless for the reader and pointless for you as you’d get little to sales from it.

However, if we implement human qualities into our writing such as guiding people, helping people and informing people then it really gets you off on the right foot with your readers.

Here are a few examples of different blogging formats you can use to achieve this:

  • Guides – detailed step by step guides leading readers through a process from start to finish. For example, how to set up a cloud-based product.
  • ‘How to’ Posts – with these sort of posts you’re focusing on an individual element that you want to teach people. For example, how to connect emails up to your software.
  • Benefit Posts – here, you’ll focus on guiding readers through the benefits of a certain feature of your SaaS product and why they need it. These are the most persuasive posts.

Solve Customer Problems

You need to get to the point where you’re an industry expert and people are coming to you because they know you offer up-front guides, posts and help that solves their problems. To do this, you have to be keeping up with what’s going on in the latest news and trends in the SaaS industry.

Buzz Sumo is a really good website to use to see what the latest trends are in your industry. By doing a simple keyword search, the free version allows you to see the most popular recent searches that people have been viewing. The paid version allows more in-depth analysis of this.

Once you have this data, you can then create content around these ideas and optimise your keywords for them. These will be articles that people are wanting to know the most about at the present time so it’s a great opportunity to take advantage of.


These four strategies, when implemented, can pay you dividends in the long-term. It should be noticed that this is not an overnight process though and you have to be ready to play the long game.

However, it’s definitely worth it once you start seeing online traffic, more enquiries and hopefully a higher rate of conversions.

Hopefully, you’ve gained value from this post. There’s so much you can do to get your brand out there as a start-up and these are just four things you can implement right now. If you have any questions about this article or I can help, don’t hesitate to contact me!