What Are the Best Practices For

Creating Content for SaaS Companies?

Creating content for your SaaS company can be challenging.

With so many types of content, understanding what works best and what will draw in potential customers can take time and effort.

This article will discuss best practices for creating content tailored to SaaS businesses.

We'll examine the importance of being concise and clear, optimizing visuals, and utilizing storytelling techniques to engage readers.

This guide is designed to help you craft compelling content that will make a lasting impression on your current and future customers.

1. Tie Your Content to Specific Product Features

One of the most important things to do when creating content for a SaaS company is to tie it directly to specific product features or benefits.

Many brands make the mistake of focusing on the general value of their services instead of highlighting what makes their product unique or valuable to different audiences.

Don't be afraid to get specific and talk about the tangible benefits your product provides and how they can enrich your customers' lives.

Here's how:

  • Inventory your product's key features and benefits and tailor your content to highlight these elements.
  • Consider your target audience when creating content, and speak to their needs and interests.
  • Use storytelling techniques like case studies or testimonials to help put your product in a relatable context and demonstrate its value.
  • Optimize your content for search engines by including relevant keywords, writing compelling meta descriptions, and incorporating relevant visual elements.

2. Tie Product Features to Specific Customer Pain Points

Another best practice for SaaS companies is to focus on addressing their customers' pain points.

By understanding what problems your customers are trying to solve and how your product can help them, you can develop content that resonates with your target audience. 

You'll effectively convey the value of your product.

You can do this in several ways, including:

  • Creating content that illustrates the pain points your product addresses, such as product comparison guides or case studies.
  • Interviewing customers and sharing their stories on your blog or social media channels.
  • Providing helpful resources and content to educate your customers and help them understand the value of your product.

Suppose your product helps businesses streamline their workflow processes. 

In that case, you could create a blog post highlighting many companies' challenges. Then, show how your product can help address them.

Let's say your product is a time-tracking tool that helps businesses track and analyze their time on different tasks. In this case, you could create three different blog posts:

  • A post highlighting the challenges of tracking and managing employee time, like missed billable hours or inaccurate billing
  • A post featuring a helpful resource, such as an infographic or guide, that helps users to understand the value of time tracking and how it can improve productivity
  • A case study featuring a customer who has successfully used your time-tracking tool to streamline their workflow and increase profitability

This is a simple example, of course.

But by addressing your customers' specific pain points, you can create content that resonates with them and helps to boost sales.

3. Optimize Your Content for Search Engines

No matter how much content you create.

If people can't find it, it's not going to be very effective.

That's why it's crucial to optimize your content for search engines by including keywords relevant to your brand and product and appropriate visuals like videos, infographics, and images.

In addition to optimizing your content for search engines, you should also consider ways to optimize your website structure and design for user experience.

You can do this by focusing on things like website speed, layout and navigation, and user-friendly design elements that improve the overall experience of your website.

SEO is way outside the scope of this guide, but some best practices include the following:

  • Including relevant keywords in your page titles, meta descriptions, and content
  • Creating effective internal links that help to boost traffic to related pages on your site
  • Optimizing images and videos with relevant file names, titles, and alt text
  • Using semantic markup like Schema.org helps search engines 
  • to understand the content on your site better
  • Getting backlinks from authoritative and relevant sites in the industry

Above all, focus on solving your customers' problems, creating helpful resources and content, and providing high-quality user experiences. 

By doing this effectively, you can boost sales for your SaaS company and become a leader in your field.

4. Utilize Storytelling Techniques to Engage Your Audience

In addition to creating content that engages your customers, you should consider ways to use storytelling to connect with your audience.

Storytelling is a powerful way to engage people and create an emotional bond. It can be a great way to engage your audience and help them understand your product's value.

Some methods that you can use to tell better stories include:

  • Incorporating real-life examples or case studies that show how your product or service has helped other customers
  • Using metaphors and analogies to help your audience better understand the impact of your product
  • Incorporating multimedia, like videos, images, infographics, and other visual elements
  • Using customer testimonials to show how your product has helped others in a practical way
  • Creating content that encourages users to interact and engage with your brands, such as quizzes or surveys

Ultimately, the key to success in storytelling is to focus on creating relevant, engaging, and valuable content for your audience. 

By doing this, you can set yourself apart from the competition and help to boost sales for your SaaS company.

5. Measure Your Results and Continue to Optimize

One of the most important aspects of content marketing is to measure your results and optimize accordingly.

This means both tracking and being data-driven in your approach to content creation.

Some key metrics that you should be tracking include:

  • Engagement metrics like conversion rates, click-through rates, time on page, and social media shares
  • Traffic metrics like the number of visitors, page views, and site traffic
  • Lead generation metrics like the number of form submissions, email opt-ins, and website conversions
  • SEO metrics like keyword rankings and organic traffic

Consider using tools like Google Analytics and other third-party analytics platforms to measure your results.

Some best practices for optimizing your content include:

  • Conducting regular A/B tests to test different variations, messaging, and styles of content
  • Engaging with your audience and soliciting feedback on what they like best or what you could improve
  • Monitoring trends in the industry and using that information to inform your content strategy
  • Focusing on consistently creating high-quality, valuable content that meets the needs of your target audience
  • Experimenting with different types of content and formats, including blog posts, infographics, videos, ebooks, and more

And, of course, it is also important to remember that content marketing is an ongoing process. 

You should always look for ways to improve and refine your strategy and always focus on creating the best possible content for your audience. 

You can drive more sales and growth for your SaaS company with the right approach.


SaaS companies face many unique challenges when marketing their products and generating sales. 

One of the best ways to overcome these challenges is to create high-quality content that engages your audience and tells a compelling story. 

By measuring your results, tailoring your strategy, and using the right storytelling techniques, you can set your SaaS company apart and drive more growth.


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