Best SaaS Content Marketing Examples To Learn From

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SaaS is one of the fastest-growing industries today. The global market size of SaaS was round $145.5 billion in 2021 and estimated to reach $175 billion in 2022. It was only $31.4 billion in 2015 (Supplygem).

Best SaaS Content Marketing Examples To Learn From

This is what motivates entrepreneurs and business persons for SaaS startups and invest more and more in such products.

Abode is the leading SaaS company, followed by Salesforce and Shopify.

Today, we will be discussing the content marketing examples of some of the fast-growing companies in this sector.

SaaS content marketing examples

The ultimate goal of content marketing is to drive traffic from search engines and other platforms. Without any traffic, there will be no visitors, which a company can convert into a customer.

SaaS content marketing examples

SaaS companies utilize different strategies to boost traffic to their websites. These strategies include blog posts, YouTube videos, social media posts, etc.

Let's take a look at some of the most enticing SaaS brands and their content marketing strategy that has provided success to them.

1. HootSuite - detailed blog articles

Blogs are the backbone of content marketing. In order to drive traffic from search engines to your website, you will definitely need a blog.

1. HootSuite - detailed blog articles

That's what HootSuite is best at. They publish highly instructional blogs that provide great detail about the topic being introduced. Most of their blog articles exceed 3000 words.

They are more interested in posting 'How-To' guides from which a reader can grab different strategies and learn steps to perform various activities.

They know the challenges their audience is facing, and hence they are able to develop such content that drives targeted traffic to their website.

Lesson to learn

It is essential to know your audience well. You should be able to identify their interests and the challenges they are facing. It can allow you to develop content that your audience will be actively searching on Google.

Conduct proper keyword research and focus more on creating blogs that add value to your customers. Focus on How-To guides and share detailed steps so that your audience can follow them.

2. Groove - sharing personal stories

Grove is among the SaaS startups which grew their business to $5 million per year with the help of content marketing.

2. Groove - sharing personal stories

Having more than 250,000 monthly audiences on their blog, Groove is focused more on sharing industry-related content in a way that helps them connect with their readers.

They have successfully engaged their audience by sharing their own journey of entrepreneurship, business, success, challenges, numbers, and failures. Instead of using a standard 'How-To' approach, they narrated their stories in a personal, authentic and fresh way.

The audience liked it, and they grew up quickly. It was not only about using keywords to rank on Google, but they focused on the real challenges their audience was facing and provided solutions for them with a personal touch in the story.

Lesson to learn

To remain in the game, it is necessary to deeply research your audience and identify their challenges. Provide them with solutions in a way that they can relate your experience with themselves. It will help them connect with you for a longer period of time.

3. Moz - content hubs

We all know detailed and well-written articles have a great impact when it comes to gaining traffic from search engines and other platforms. However, there are topics that require intensive research and are too big to cover in a single article.

3. Moz - content hubs

For instance, digital marketing and especially SEO, where different topics are so interconnected with each other that covering them into a single post can at times be impossible.

This is the reason Moz came up with a content hub strategy. They started creating a guide around a bigger topic.

It was basically a collection of content written in different posts and articles which is directed towards a single topic.

For instance, Moz produced, Beginner's Guide To SEO and split it into various chapters. It helped them guide their audience in a better way. Moreover, it improved their overall Google ranking by building better brand authority around a particular topic.

Lesson to learn

Where detailed blog posts can create great awareness and impact, you can also think of a strategy that is not normally used in the industry. Based on the topic requirement, you can create a content hub or go for a topic cluster strategy. 

You can also think of a SILO structure for a particular content to engage your audience with a topic that requires more content.

4. Ahrefs - instructional videos

If we compare the content that is produced in order to drive traffic to the website, 92% of companies are producing blog posts. Blogging is, without any doubt, one of the most successful content strategies for generating traffic.

4. Ahrefs - instructional videos

However, we can not neglect the fact that videos are also among the fastest-growing formats of content used for marketing and other purposes. It brings several advantages, for example:

  • Videos are more interactive and can be more descriptive
  • It contains richer video elements and audio as well, which makes it more engaging
  • Provides an opportunity to infuse character and personality that can impact your audience

This is the reason that, along with having a successful blog, Ahrefs spends a lot of time creating instructional videos and guides for their audience on their YouTube channel. They usually create snappy videos of about 10 minutes with some actionable tips and significant information.

With their videos, they help their audience understand the challenges they are facing and how Ahrefs's solution and various tools can solve their problems.

Lesson to learn

Although blogging is the staple for SaaS companies when it comes to content marketing, however, you should not neglect other platforms to reach more and more audiences.

You can leverage social media platforms to attract more audiences and drive them to your website with various tactics.

5. Shopify - business courses

It is not only about building an online store to sell your products and grow your online business. Hence, Shopify offers numerous resources to learn from. You can easily find in-depth courses, exercises, short courses, webinars conducted by leading business leaders, etc., on Shopify.

5. Shopify - business courses

With these courses, you can easily understand how you can get started with Shopify. How you can step by step build a successful company starting as a small individual.

What makes them stand out is their strategy of introducing new and advanced courses every single month. It keeps its audience engaged and updated with the latest strategies and tactics to be in the market.

Furthermore, you can track your report and progress online on the platform as well.

Lesson to learn

You need to understand that you can engage your audience in the long run only if you are providing something worthy to them. Exactly what Shopify did by offering classes and courses through which they can educate their audience and help them interact with the industry leaders.

They shared their insights with the audience to gain their trust and get a higher number of visitors and subscribers.

6. Canva - product video tutorials

Whenever a customer visits your website to sign up for a particular solution or buy any product, then it is essential to provide them with the best experience, useful tools and sufficient knowledge.

6. Canva - product video tutorials

Canva is a graphic designing platform for beginners and pros which provides their students with simple video tutorials on how to use Canva and their solutions.

Along with this, they carry out effective events from time to time. They conduct virtual learning workshops which are hosted by their designers. It teaches the audience about taking their Canva designs to another level, design trends and much more.

Lesson to learn

Well, depending upon your products, solutions and services, you can think of guiding your customers on how to use your platform to gain the best from it.

For instance, if your provided solution is too complex or it is multiple-layered, then you can come up with an instructional guide that can add value to your customers on a regular basis.

You can either create videos or blog posts for creating such type of content. You can further share it the social media networks for gaining more traffic, attracting new customers and grabbing readers' attention.

7. MailChimp - storytelling & sharing

Films are really a great ingredient when it comes to storytelling as they can take the audience to another reality and can easily plant ideas into their mind.

7. MailChimp - storytelling & sharing

MailChimp leverages this strategy beautifully by creating films that link their business ideas, values and brand altogether.

With a variety of documentaries and short films, MailChimp has successfully cracked the human psyche of adversity, innovation, success and struggle.

They usually post stories relating to entrepreneurship, career exploration and small businesses. Their ultimate goal is to connect with the audience by bringing them through a visualized journey of growing a business and running it successfully. They also focus on podcasts and blog posts.

Lesson to learn

Leveraging branded content could be the final step in your content strategy. As suggested by the essay help UK, if you are an established business and want to grow more globally or internationally, then there is a time to invest in branded content.

You can utilize videos as well as short films and documentaries to raise your voice and create brand awareness.

8. HubSpot - establishing authority with certification

HubSpot was previously and as well is currently working perfectly with their blog posting and driving traffic from search engines to their website. Then what could be the next step for them to build more authenticity among their audience?

8. HubSpot - establishing authority with certification

Hubspot started providing its subscribers and users with certifications for various skills and around their products. The most popular certifications include content marketing, SEO, digital marketing, advertising, etc. They kept these certifications free of cost in order to attract more and more visitors.

Obviously, it is not only about providing certifications. They offer badges to the participant's LinkedIn profile and utilize the social network of their graduates to spread further brand awareness.

And when there is a right time to choose a sales or marketing tool, their participants would love to choose them over other tools and software in the market.

Lesson to learn

It would be difficult for a small or medium size SaaS company to develop its own certifications. This can be done only if you have already created your authenticity and are an industry leader.

Well, still, if you want to build certifications, there is a good opportunity for you with platforms such as Udemy and Skillshare, where you can register and develop your very own course content along with certifications.

9. Dropbox - on-site forum

Dropbox is a cloud hosting service that has a big user base of various companies and thousands of individuals.

9. Dropbox - on-site forum

In order to engage their customers and enhance user experience, they created their own community forum where users can share their experiences and learn from each other.

Users can ask questions, and on popular threads, admins often reply, which creates an opportunity to learn faster.

Lesson to learn

Building a forum of your own might look like an easy to go task. However, it requires lots of resources, skills and technicalities. However, if you can successfully manage, it will benefit you both ways. 

You can derive traffic through search engines as many threads will start appearing on SERPs. Similarly, you will be able to engage your audience in a much better way in comparison to your social media groups.

While summing up…

Whether you are looking to build your blog or create video content, it is necessary to plan beforehand. Search for keywords analyze your target audience, their challenges and their expected behavior.

You can offer content to your audience through numerous channels and plan your content marketing strategy accordingly. The thing that matters a lot is consistency. No bigger brands or industry leaders have created their reputation overnight.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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