Oct 21, 2023

10 Brilliant SaaS Content Marketing Examples

Companies in the SaaS space need to attract visitors to their online platforms in order to create product awareness, and turn leads into conversions.

However, in such a crowded and competitive industry , creating a compelling content strategy can be challenging to achieve.

According to McKinsey, the global SaaS market is worth $3 trillion, and it’s expected to surge to $10 trillion by 2023.

More and more companies in the SaaS industry are already enjoying the benefits of content marketing, as nearly 9 out of 10 SaaS companies consistently upload website blog posts as part of their marketing efforts (SaaS Partners).

Whether you are a content marketing manager or are looking for solutions to escalate your own SaaS company as a founder, let these 10 brilliant SaaS content marketing example s serve as further inspiration to achieve your goals.

1. Databox - An Integral SaaS Content Strategy

Databox is a business analytics platform that can be used to view different key performance indicators and generate reports to make marketing decisions.

To create an authoritative voice that differentiates Databox from other SaaS companies, the brand decided to launch a highly personal content marketing strategy that resonates with its audience.

The cornerstone of Databox’s integral strategy is the creation of high-quality content that attracts potential customers and appeals to existing ones.

Among the variety of content types produced by the platform, we have the following:

  • Podcasts : Databox features its own podcast where they invite founders in the SaaS space to talk about growth, marketing, and other topics from first-hand experience;
  • Blog posts: Databox’s blog section consists of several blog posts that provide useful content to their ideal target audience. This allows Databox’s website to rank for several relevant keywords in search engines;
  • Combined Content Marketing Strategy: The SaaS brand creates high-quality content that provides a solution but also promotes its SaaS products as a potential way to solve certain problems. It creates the perfect balance between useful and promotional long-form content.

Key Takeaways:

  • Databox features industry experts in all their content marketing channels. They have a Become a Contributor program where experts in the SaaS industry can apply to get featured on podcasts or blog posts;
  • The SaaS brand gathers its own data via surveys, which allows it to demonstrate its expertise in SaaS marketing by creating content around its own data;
  • The SaaS content marketing strategy covers different areas - it’s not limited to podcasts and blog posts, but it also provides useful resources (such as the Business Analytics Course) so users can learn how to make the best out of Databox’s SaaS product.

2. Hootsuite - Know Your Target Audience, Become an Industry Authority

Hootsuite is one of the leading social media management platforms in the market, with over 15 years in the industry.

The company has been implementing SaaS marketing strategies since the beginning, which has ranked it as one of the most internationally recognized brands in its niche.

Hootsuite managed to learn the intricacies and interests of their target audiences, which enabled them to craft a content marketing strategy around this information:

  • Long-form Blog Posts: Hootsuit’s blog section is one of the most reputable, known, and authoritative sites in its industry. Hootsuite’s blog posts include long-form guides, social media marketing tips, and useful first-hand insights for marketing teams and regular users;
  • Educational video content: Hootsuite also focuses on video marketing, as their YouTube channel is used to constantly share SaaS content and social media marketing insights;
  • Useful resources: The brand offers free resources (such as courses and templates) that users can integrate into their marketing efforts. These resources are designed to work alongside Hootsuite’s product, but this is not limited in some cases.

Key Takeaways:

  • The SaaS company turned into one of the most trustable, authoritative, and important sources of social media statistics online for brands and marketers worldwide due to its persistent, high-quality, and highly effective content strategy;
  • Hootsuite tends to release webinars and free courses to nurture a further connection with social media managers, content marketers, and users through valuable content;
  • The platform combines conversion-focused content with content to build brand awareness. This way, it can cover the entire customer journey, as its marketing channels include content that appeals to users in the Awareness, Consideration, and Conversion stages.

3. Slack - Successful SaaS Content Marketing

Slack Technologies, a famous communication platform used by thousands of companies worldwide, focuses its content strategy on presenting future-oriented, comprehensive, and informative content through different channels.

It seems like content marketers at Slack never catch a break - the marketing team is constantly producing content around the most exciting features of the product and diverse types of informational content.

This has turned Slack into a trustworthy SaaS solution for companies from all over the world, all thanks to a powerful SaaS content marketing strategy that appeals to many different audiences.

  • Product-Led Marketing: Some Slack guides and resources in their blog section focus on presenting Slack as a solution to communication problems faced by companies and organizations. Slack shows its different product features to demonstrate expertise and show the audience how to make the best out of them;
  • Educational Content: How-to guides, paper studies, and informational posts are also part of Slack’s SaaS content strategy. The website of the company offers a perfect balance between commercial and informational articles, which targets the different stages of the customer journey;
  • Resources: Slack’s Resource Library includes e-books, guides, topic clusters, invitations to events, and many other content types to nurture the relationship between customers and the SaaS platform.

Key Takeaways:

  • Slack focuses on content marketing strategies for everyone - their content is not limited to promotional blog posts, but covers all the different needs and desires of their audiences through successful customer research;
  • The vast majority of US companies use Slack, and the platform is expected to grow to over 32 million monthly active users by the end of 2023;
  • Slack’s rich array of resources makes it one of the easiest-to-use communication SaaS products for companies . Moreover, users can get quick answers to their potential issues by quickly browsing Slack’s website content.

4. Adobe - SaaS Marketing by Industry Leaders

Adobe, an American printing, publishing, and software design company, understood the limitations and challenges around its products for newcomers, which led to the creation of a tailored content marketing strategy for them.

However, the software company also wanted to focus on the importance of Adobe for CMOs. A few years ago, the brand used a separate domain site, CMO.com, to share first-hand digital insights around Adobe products with the audience.

Nowadays, Adobe has decided to include a blog post section with resource materials to help all kinds of customers and attract more leads through SaaS content marketing.

Enhancing the user experience around Adobe’s product was possible thanks to the content marketing efforts of the company, which led to the following benefits:

  • Creation of How-To Content for Beginner Audiences: Not all users are experts as they come - some of them will have more serious difficulties than others to start using the brand’s SaaS products. That’s why Adobe has implemented a blog post section focused on Adobe Basics, which educates new users about the features and options provided by the company;
  • Strategic Resource Allocation: Both beginner-friendly and advanced content in Adobe’s channels are created with the users in mind. This way, the company can efficiently allocate resources to content marketing, which allows them to maintain a consistent stream of helpful content to strengthen the relationship between their products and the audience;
  • Following Strict Content Marketing Processes: Adobe is known for carefully adhering to systematic approaches before uploading content to its online channels. This structured approach provides the brand with the expertise and authority that only successfully and widely recognized SaaS manage to achieve over time.

Key Takeaways:

  • Adobe focuses on content that appeals to all audience types, and they carefully segment it to create a sense of useful support to users instead of only uploading product-focused content;
  • Adobe is used by over 90% of creative professionals around the world , and this is partially thanks to their customer-focused content marketing strategy across different channels (Photutorial).

5. HubSpot - Educating the Audience with Helpful Content

HubSpot, a software developer for inbound marketing, customer services, and sales, understands the importance of educating its audience in order to become a trustworthy voice in the industry.

HubSpot is mainly used by marketers , and the brand is quite aware of this.

As a consequence, their marketing strategy revolves around educating their target audience about different marketing topics.

Some of the educational content posted by HubSpot focuses on showing the power of their products, but this is not always the case.

By having a problem-solving approach to content marketing, HubSpot manages to successfully educate its audience and attract millions of leads every month.

  • Free Certifications: As part of the brand’s content efforts, there are several SEO, digital advertising, marketing automation, and more certifications that are free to access to everyone. HubSpot’s courses have proven to be a successful customer acquisition strategy. By offering free courses and certificates, they attract a broad audience, including non-users;
  • Enhancing the Audience’s Professional Skills: By offering valuable training resources, HubSpot allows its audiences to enhance their skills and professional careers. This turns HubSpot into one of the most respected and trustable voices in its industry;
  • Educational Content Around SaaS Products: Despite having a problem-solving approach, some of the content made by HubSpot, such as courses and workshops, shows how each HubSpot SaaS product can turn into the perfect solution that marketers need to solve several marketing-related problems.

Key Takeaways

  • According to HubSport, more than 40,000 marketers have taken their free courses, which shows us how effective it is to provide the audience with content that shows a tangible solution for them;
  • HubSpot has over 135,000 existing customers , and it’s constantly attracting prospective customers through organic channels (Make Web Better);
  • By offering high-quality educational content, HubSpot positions itself as an authority and a resource hub , fostering trust with its audience and potential customers.

6. Ahrefs - Generate Leads and Attract Potential Customers with Content

Ahrefs, a software company that helps online businesses get more organic traffic through SEO, has a content-driven approach to attract more leads and educate users about their services, such as the Ahref Keyword Research Tools.

Ahrefs knows that creating content to increase website traffic is not always easy for SaaS brands - there are many common SEO mistakes that can limit the growth of brands online, especially in the SaaS Space.

As a consequence, Ahrefs has crafted a content SaaS marketing strategy with two main focuses: user education and lead generation.

  • Blog Post Section: Ahrefs blog section contains thousands of content pieces created by SEO industry experts who aim to provide their knowledge to thousands of monthly readers. Their blog section serves as a valuable resource for their audience, providing in-depth knowledge, industry trends, and tips for optimizing website performance;
  • Introduction of Product Features: Ahrefs is a tool in constant evolution. The world of SEO requires marketers to keep up with the latest practices and Google recommendations in order to achieve success. That’s why Ahrefs tends to communicate the introduction of new features on social media platforms, such as their official Facebook Page;
  • Lead Generation Through Email Marketing: Ahrefs has an SEO newsletter that reaches thousands of subscribers on a weekly basis. This newsletter offers a sustainable revenue stream, as it first provides free content to later encourage users to try Ahrefs Tools for free. Eventually, Ahrefs uses these leads to convert free users into paying customers (Growth Models).

Key Takeaways:

  • Ahrefs is widely recognized as one of the most important SaaS companies in the SEO industry;
  • Ahrefs turned into the second biggest Internet crawler after Google and other major search engines (My Codeless Website);
  • Ahrefs employs a comprehensive marketing strategy that encompasses informative blog posts, effective product feature promotion on social media, and strategic lead generation through email marketing, which is something that many companies in the SaaS industry can learn from.

7. Dropbox - Offering Actionable Advice Through Content

Dropbox, one of the biggest file-hosting services in the world, crafted a content marketing strategy around the importance of knowledge sharing and community interactions.

Dropbox combines different types of content into a single space, which allows users to find all the information they need within a few searches.

The objective of this SaaS marketing strategy was to provide users with valuable content that comes from the main source and other community members.

This resulted in a highly profitable and brilliant content strategy that other companies in the SaaS space can learn from:

  • Community Forum: Dropbox released the Dropbox Forum to facilitate the troubleshooting process within their SaaS product’s ecosystem. The brand knew that its own customer base was constantly looking for solutions in unofficial social media group platforms, which motivated the creation of the forum. This platform allows users to learn, share, and seek help from one another, creating a sense of community and improving overall user satisfaction;
  • Customer Stories: Dropbox has a blog section where they post different types of written content, but also focus on customer stories. As real Dropbox customers share their stories around the brand, the company is able to raise awareness and attract more leads through customer testimonials;
  • Dropbox Learn: Dropbox also uploads customer success content to retain customers in a section called Dropbox Learn. This educational platform provides users with written and video content to learn how to make the best out of the SaaS company features.

Key Takeaways:

  • Over 1.2 million Dropbox users have already created an account in Dropbox Forums to post their concerns and interact with the community;
  • Dropbox has managed to create a useful online ecosystem that integrates community members, success stories, learning resources , and valuable blog posts that attract organic traffic.

8. ConvertKit - Educating Through Success Stories

ConvertKit is an email marketing platform that understands the importance of the human touch in the content it produces.

This SaaS business has a content strategy that revolves around cultivating an authentic connection with its audience through customer stories.

Generally, the brand only creates content that includes unique perspectives from industry experts and other professionals:

  • Blog Section: The blog section of the ConverKit website serves as an educational hub for their audience, providing actionable tips, strategies, and updates around the different nuances of email marketing;
  • ConvertKit Podcast: ConvertKit has a podcast where they invite creators to share their insights with the community. This auditory medium allows for a more dynamic and accessible way to share valuable insights, providing an additional channel for audience engagement, which is a fundamental aspect of SaaS marketing;
  • Testimonies and Guides: ConverKit’s content team constantly uploads content to teach paying customers to increase marketing ROI, but they also include testimonial content online to showcase authentic stories of success around the use of their product;

Key Takeaways:

  • Showing success stories helps ConverKit to showcase credibility around its SaaS products. Some examples include a case study for Danny Gregory, a marketer who grew his revenue with a newsletter set with the platform’s tools;
  • Empowering customers through education is one of the main goals of ConvertKit’s marketing strategy;
  • Leveraging the voices of industry experts through podcasts allows the brand to appear as a mecha of useful email marketing content, which fosters brand and customer relationships in a fairly competitive industry.

9. Zendesk - Relevant Content for Better Customer Service

Zendesk is a customer support-focused SaaS company that understands the importance of managing customer relationships in online environments.

Their goal is to provide companies with quick, efficient, and effective ways to manage customer support requests, which improves the relationship of customers with brands.

Leveraging content for B2B brands is not always easy - attracting visitors through classic keyword research methods and SEO strategies tends to be slightly more challenging than in other industries.

This motivated Zendesk to create a content strategy based on the following factors:

  • Online Magazine and Event: Zendesk Relate is an online magazine and an annual event that focuses on the human aspect of customer service, going beyond just the tool. It works to attract leads, showcase the potential of the Zendesk platform, and connect SaaS founders in a natural and organic way;
  • Long-Form Content and Newsletters: Zendesk Blog hosts long-form content that covers various aspects of customer relationships and how software, including Zendesk’s, can support them. This provides a balance between useful and promotional content to boost the content marketing strategy results;
  • Video Marketing on Social Media Platforms: Zendesk is constantly promoting video content on its social media platforms, such as Instagram, to communicate messages, showcase product features, share success stories, and create a more interactive and dynamic connection with the audience.

Key Takeaways:

  • By focusing on the human side of customer support, Zendesk is capable of successfully educating other businesses in the B2B space;
  • Zendesk has over 622,000 customers online, all of whom have found a solution within the SaaS company’s features, products, and ecosystems.

10. Toasts Tab - Niching Down Content Marketing Efforts

Toasts Tab, a restaurant management software , understood that the needs of their customers are more specific and tailored to industry-related problems.

This required a highly specific approach to content as opposed to brands in other industries.

The goal was to acquire more leads and teach restaurant management skills, something that is often neglected if we take a look at similar content on the Internet.

  • Toasts Blog Section: Toast Tab’s blog section focuses on delivering content around the restaurant management niche, including studies, articles, how-to’s, guides, tools, and templates;
  • Toasts Central: Toasts Central is a highly educational resource section where users can learn how to leverage Toast’s SaaS tools, check out new features, and get immediate help from carefully crafted knowledge bases.

Key Takeaways:

  • Toast’s content strategy is tuned to target the restaurant industry, addressing the unique needs, challenges, and interests of professionals in this niche;
  • By educating and empowering the audience through useful content, Toasts positions itself as the leader of the industry, which connects it further with its target audience.

Summary: Top 10 SaaS Content Marketing Examples

There’s a common feature that all of these examples share - the most successful SaaS businesses have a blog section.

Nevertheless, statistics show that around 15% of SaaS businesses don’t have a blog, and 34% of them only use it to upload educational content.

It’s time to learn from these 10 brilliant SaaS content marketing examples and optimize your own content strategies to stay competitive and improve results:

  1. Databox: High-quality content strategy using podcasts and blogs to engage and educate customers;
  2. Hootsuite: Authority in social media stats through long-form blogs, videos, and resources;
  3. Slack: Trustworthy communication SaaS with product-led marketing and educational resources;
  4. Adobe: Leader in creative industry with beginner-friendly content and systematic marketing;
  5. HubSpot: Educates audience with free certifications and problem-solving approach;
  6. Ahrefs: SEO industry leader using informative blogs, feature updates, and email lead generation;
  7. Dropbox: Fosters community and shares advice through forums, stories, and learning resources;
  8. ConvertKit: Connects with the audience through success stories, podcasts, and educational content;
  9. Zendesk: Focuses on human-centric customer service through varied content and events;
  10. Toast Tab: Tailored content for restaurant owners, providing industry-specific insights and education.


Are Content Marketing Strategies Effective for SaaS Companies?

Yes, content marketing has proven to be an effective asset for SaaS companies around the world. According to a study by GitNux, SaaS companies using content marketing have reported a 400% increase in lead generation . The same study shows that creating content is a vital content strategy for over 57% of SaaS businesses. In summary, content helps to create brand awareness, target users in different stages of the marketing funnel, and improve the overall results of SaaS digital marketing campaigns online.