If you have been putting together your SaaS content marketing, you might not be sure which types of content are going to perform well for your content marketing agency for SaaS companies that will bring you customers. While it might seem like a lot of work, it’s likely that you are going to need to have more than one type of content in order to get the results that you want.
Here are some reasons why it can be worth it to invest in multiple types of content for your business.
You need multiple touchpoints
It is said that you need to reach customers four or five times before they will consider purchasing your product. They often need to get to know you and trust you, and the best way to do this is by creating quality content. The more content you make, the more likely it is that people are going to get to know you and what service you can provide them. This means being on several different channels if possible.
Different content serves different purposes
Not all content is created equal when it comes to your business and what you hope to accomplish with it. Podcasts can be a great way to share information and build trust, while social media is perfect for brand awareness and getting the word out there quickly. With that in mind, you might want to think about each part of your audience in a different way. What works with one product or service in your business might not be ideal for another audience you have built up on another channel.
Different customers prefer certain types
Everyone likes to learn in their own way, and it’s likely that you are going to have to create a number of different types of content in order to accommodate that. This means having written content, as well as audio and video so that you are reaching everyone who might be interested in what you have to offer. In order to find clients who are legitimately interested in buying from you, you’re going to have to do some research into seeing what they would like and how it can help educate them on your product or service.
Find new leads
With a number of types of content, you’re going to have a much easier time finding leads who will be interested in purchasing from you. They might be located on several different platforms or just one, and it’s up to you to create content that reaches them. However, without putting yourself out there, you are likely going to miss out on attracting new clients. While this can be overwhelming, you can always repurpose some of the content if need be.
In summary
Creating multiple types of content requires a strategy and calendar. While it might seem like a lot of work, it can help to help your business grow faster and reach the type of customers who will be willing to buy from you.
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Related: the best content repurposing tools
Building Your SaaS Content Mix: The Step-by-Step Process
Most SaaS teams pick content types based on what a blog post told them to do, not based on their own funnel. That’s backwards. Here’s the order to follow if you want a content mix that does something rather than just existing.
Step 1: Map your buyer’s actual questions by stage. Before you touch content types, list out what a prospect needs to know at each point: when they don’t know a problem exists, when they’re comparing solutions, when they’re trying to get budget approved, and when they’re already a customer trying to get more value. Write these down as real questions, not vague labels like “awareness” and “consideration.”
Step 2: Match content type to the question, not the trend. A comparison question needs a comparison page or a battle card, not a listicle. A “how do I convince my boss” question needs an ROI calculator or a one-page business case template, not a blog post. Go through your Step 1 list and assign a format to each question based on what would answer it fastest.
Step 3: Audit what you already have. Most companies discover they have twelve blog posts covering top-of-funnel curiosity and almost nothing for the “I’m stuck deciding between you and a competitor” stage. List every piece of content you own and tag it by funnel stage. The gaps will be obvious once it’s in a spreadsheet rather than in your head.
Step 4: Prioritise by revenue proximity, not ease of production. Case studies and demos sit closer to revenue than blog posts do, so if you’re short on resources, fill the bottom-of-funnel gaps first. It’s tempting to knock out another blog post because it’s quick. Resist that. A missing case study is costing you more deals than a missing blog post.
Step 5: Build a repeatable production system for each type. Blog posts, video demos, and customer stories all need different inputs, different people, and different timelines. Set up a simple brief template for each format so you’re not reinventing the process every single time. This is what turns content from a scramble into a pipeline.
Step 6: Distribute each type where its audience looks. A technical comparison guide belongs on your site and in sales emails. A short customer win belongs on LinkedIn and in a nurture sequence. Don’t publish everything the same way in the same place.
Step 7: Review by stage, not by volume. Monthly, check conversion at each funnel stage rather than just counting how much content you published. If bottom-of-funnel content isn’t converting, that’s a signal to fix or add to that layer before making more top-of-funnel noise.
Still wondering?
Where should a small SaaS team start if they can only build two content types right now?
Start with one piece of strong bottom-of-funnel content, like a detailed case study or comparison page, and one piece of consistent top-of-funnel content, like a blog series answering common problem-aware questions. That covers both ends without spreading you thin in the middle.
How often should the content mix be reassessed?
Quarterly is realistic for most SaaS companies. Sales cycles, competitor moves, and product changes shift what buyers need to see, so a mix that worked six months ago might have gaps now.
Who should own this process if there’s no dedicated content team?
Whoever is closest to the sales conversations, often a marketing lead working directly with sales, should own the mapping in Step 1. The rest of the steps can be delegated or outsourced, but the buyer question mapping needs someone who hears objections firsthand.
Have a case study on this? You can write for us about SaaS.
The short version: A SaaS company needs a mix of content types because buyers move through different stages of research and trust-building before they subscribe. Blog posts build awareness, case studies build proof, and tools like demos or free trials push prospects toward a decision. Relying on just one format leaves gaps that competitors will happily fill.
Frequently asked questions
What types of content should a SaaS company create?
A strong mix includes blog posts, case studies, comparison pages, video demos, webinars, and free tools or templates. Each format serves a different stage of the buyer journey, from early education to final decision-making.
Why isn’t blogging alone enough for SaaS marketing?
Blogging builds awareness and SEO visibility, but it rarely closes deals on its own. SaaS buyers also need proof points like case studies, product comparisons, and hands-on demos to feel confident enough to sign up or subscribe.
How does content variety affect the SaaS sales funnel?
Different content types map to different funnel stages. Top-of-funnel content like blogs and social posts attracts attention, middle-of-funnel content like guides and webinars nurtures interest, and bottom-of-funnel content like case studies and free trials drives conversions.
Can small SaaS companies realistically produce multiple content formats?
Yes, even small teams can start with two or three formats, such as a blog paired with short videos or customer testimonials, and expand over time. Consistency across a few formats often works better than sporadic attempts at many.
Related reading: What Is Saas Marketing and How Is It Different from Every Other Type Of Marketing? and What type of content is going to rule in 2017?.
