{"id":147980,"date":"2022-10-12T01:00:00","date_gmt":"2022-10-12T06:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=147980"},"modified":"2024-10-17T11:11:01","modified_gmt":"2024-10-17T16:11:01","slug":"saas-content-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/saas-content-marketing\/","title":{"rendered":"Content Marketing for SaaS: The Ahrefs Guide"},"content":{"rendered":"\n<div class=\"intro-txt\">Content marketing is a popular type of marketing for SaaS marketing. Many companies have succeeded with it. HubSpot, Ahrefs, Zapier\u2014the list goes&nbsp;on.<\/div>\n\n\n\n<p>Despite that, there is <strong>no one way<\/strong> to do content marketing for SaaS. Each SaaS operates in a different market with different customers, pain points, and&nbsp;needs.&nbsp;<\/p>\n\n\n\n<p>As a result, every SaaS\u2019s <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\">content marketing strategy<\/a> will be different.&nbsp;<\/p>\n\n\n\n<p>So rather than prescribe the \u201cbest\u201d content marketing strategy you must follow for 20XX, I\u2019d like to share how we\u2019ve done it here at Ahrefs.<\/p>\n\n\n\n<p>Content marketing is our main <a href=\"https:\/\/ahrefs.com\/blog\/types-of-marketing\/\">marketing type<\/a>. And hopefully, by the end of this guide, you\u2019ll take away some principles, ideas, and tactics you can apply to your own&nbsp;SaaS.<\/p>\n\n\n\n<p>But first, let\u2019s answer some questions.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is content marketing for SaaS different from other industries?\" data-section=\"why-content-marketing-for-saas-different-from-other-industries\">\n\n\n\n<h2 class=\"wp-block-heading\">Why is content marketing for SaaS different from other industries?&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>While the principles are largely the same, there are a few reasons why content marketing can be different for&nbsp;SaaS:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Complexity<\/strong> \u2013 Generally speaking, there are more features in software, and this can be daunting to potential and new customers. So SaaS content marketing doesn\u2019t just help improve brand awareness and sales\u2014it\u2019s also an important education channel.<\/li>\n\n\n\n<li><strong>Retention <\/strong>\u2013 Since SaaS products are subscription-based, continuous education is required to help customers get the most out of the product to (hopefully) prevent churn.<\/li>\n\n\n\n<li><strong>More decision-makers <\/strong>\u2013 SaaS can be expensive, which results in more decision-makers in the buying process. Therefore, SaaS content marketing must address the buying concerns for these people.<\/li>\n\n\n\n<li><strong>More use cases <\/strong>\u2013 More features mean more use cases. For example, Ahrefs isn\u2019t just used by SEOs but also by content marketers, affiliate marketers, website owners, and more. We can create content targeting all of&nbsp;them.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Must you do content marketing if you\u2019re a SaaS?\" data-section=\"must-you-do-content-marketing-if-youre-a-saas\">\n\n\n\n<h2 class=\"wp-block-heading\">Must you do content marketing if you\u2019re a&nbsp;SaaS?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>No.<\/p>\n\n\n\n<p>Despite its popularity with SaaS companies, it\u2019s not a <strong>must. <\/strong>Ultimately, it depends on your company, industry, and set of customers you&nbsp;serve.<\/p>\n\n\n\n<p>In short, you must use the right \u201chunting strategy\u201d for the right \u201canimal.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"950\" height=\"970\" class=\"wp-image-147986\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/1-acquisition-strategy.png\" alt=\"A chart showing which strategy you should use for targeting the right customers\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/1-acquisition-strategy.png 950w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/1-acquisition-strategy-416x425.png 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/1-acquisition-strategy-768x784.png 768w\" sizes=\"auto, (max-width: 950px) 100vw, 950px\"><\/figure>\n\n\n\n<p>Content marketing is a \u201cNets\u201d channel, i.e., it lets you pull in a large number of potential targets at once. This is suitable for companies that are targeting <a href=\"http:\/\/christophjanz.blogspot.com\/2014\/10\/five-ways-to-build-100-million-business.html\">deer, mice, and rabbits<\/a>\u2014metaphors for customers who are paying you around $100\u2013$10,000 per&nbsp;year.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re targeting customers of those categories, content marketing may be a great channel for&nbsp;you.&nbsp;<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> This doesn\u2019t mean content marketing won\u2019t work for elephants and flies. Many companies targeting enterprise customers have also succeeded with content marketing.<\/div>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/www.themarketingstudent.com\/go-to-market\/\"><em>A Simple Way to Build Your Go-to-Market Strategy<\/em><\/a>&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to do SaaS content marketing, the Ahrefs way\" data-section=\"how-to-do-saas-content-marketing-the-ahrefs-way\">\n\n\n\n<h2 class=\"wp-block-heading\">How to do SaaS content marketing, the Ahrefs way<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The way we do content marketing at Ahrefs is known as <a href=\"https:\/\/ahrefs.com\/blog\/product-led-content\/\">product-led content<\/a>.&nbsp;<\/p>\n\n\n\n<p>Product-led content is about creating content that helps the reader solve their problems with your product. It\u2019s not a hard sell; we\u2019re naturally and strategically weaving our product and its use cases into the narrative.<\/p>\n\n\n\n<p>Here\u2019s how it&nbsp;works.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Know your product <em>really <\/em>well<\/h3>\n\n\n\n<p>To create amazing product-led content, you have to know your product inside out.&nbsp;<\/p>\n\n\n\n<p>This seems like an eye-rolling point, but you\u2019d be amazed at how many marketers don\u2019t know their product. That\u2019s because many of them aren\u2019t their own company\u2019s target customers. They\u2019ve probably tried out some features during their onboarding, but they\u2019ve never seriously \u201ceaten their own dog&nbsp;food.\u201d&nbsp;<\/p>\n\n\n\n<p>I admit this was the case for me as well. (Not at Ahrefs, though.)&nbsp;<\/p>\n\n\n\n<p>You should know every feature and use case. You should keep up to date with every new feature your SaaS releases. You should be researching new use cases for existing and new features.&nbsp;<\/p>\n\n\n\n<p>You need to know your product like the back of your&nbsp;hand.<\/p>\n\n\n\n<p>At Ahrefs, we\u2019re lucky we\u2019re our own ideal customers. But we don\u2019t take that for granted. Every new marketing hire works in customer support for three months before officially joining the team. They\u2019re also expected to complete all courses in <a href=\"https:\/\/ahrefs.com\/academy\">our academy<\/a>.&nbsp;<\/p>\n\n\n\n<p>This turns everyone in the marketing team into Ahrefs experts.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Know who can benefit from your product<\/h3>\n\n\n\n<p>Features need to benefit someone.&nbsp;<\/p>\n\n\n\n<p>So you\u2019ll want to think about who <strong>needs <\/strong>your SaaS. And don\u2019t just think about the most direct customer base. You should broaden your horizons.&nbsp;<\/p>\n\n\n\n<p>For example, we\u2019re an all-in-one SEO toolset. While we obviously benefit SEOs, there are also a ton of other people who can use our product, like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content marketers<\/li>\n\n\n\n<li>Digital marketers<\/li>\n\n\n\n<li>Affiliate marketers<\/li>\n\n\n\n<li>Agency owners<\/li>\n\n\n\n<li>Freelancers<\/li>\n\n\n\n<li>Website owners<\/li>\n\n\n\n<li>Indie makers<\/li>\n\n\n\n<li>SaaS marketers (like yourself)<\/li>\n<\/ul>\n\n\n\n<p>And more.&nbsp;<\/p>\n\n\n\n<p>This should be a piece of cake if you\u2019ve done your <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">market research<\/a> and have your buyer personas on hand. But if you\u2019ve yet to create buyer personas for your SaaS, I highly recommend <a href=\"https:\/\/ahrefs.com\/blog\/how-to-create-a-buyer-persona\/\">following the process here<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Find topics with search traffic potential<\/h3>\n\n\n\n<p>Most people will likely discover your content via search engines. For that reason, you should create content for topics that your target customers are searching for.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how to find these topics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter one or a few keywords that are relevant to the customers you\u2019re targeting (e.g., for Ahrefs, these can be terms like <em>SEO<\/em>, <em>content marketing<\/em>, <em>digital marketing<\/em>, <em>affiliate marketing<\/em>, etc)<\/li>\n\n\n\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-147987\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/2-matching-terms.png\" alt=\"The Matching terms report, via Ahrefs' Keywords Explorer\" width=\"550\" height=\"622\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/2-matching-terms.png 916w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/2-matching-terms-376x425.png 376w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/2-matching-terms-768x869.png 768w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\"><\/figure>\n\n\n\n<p>Here, you can see that there are ~2.5 million potential topics you could target. Not only are there too many, but a lot of them are likely also out of your wheelhouse (at least for&nbsp;now).&nbsp;<\/p>\n\n\n\n<p>So we\u2019ll want to narrow down the list using filters. Specifically:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Keyword Difficulty (KD)<\/strong> \u2013 KD gives an estimation of how hard it is to rank in the top 10 search results for a keyword. The lower the number, the \u201ceasier\u201d it is. While it does depend on your <a href=\"https:\/\/ahrefs.com\/blog\/how-to-increase-website-authority\/\">site\u2019s \u201cauthority,\u201d<\/a> you can start with a reasonable number like&nbsp;20.&nbsp;<\/li>\n\n\n\n<li><strong>Traffic Potential (TP)<\/strong> \u2013 TP is the estimated amount of search traffic you can potentially gain if you rank #1 for that topic. We can set it to a minimum of 100 so we can find topics that actually send traffic to your&nbsp;site.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-147988\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/3-keyword-filters.png\" alt=\"Filters in Ahrefs' Keywords Explorer\" width=\"286\" height=\"100\"><\/figure>\n\n\n\n<p>From here, you\u2019ll want to eyeball the list for relevant topics you can&nbsp;cover.&nbsp;<\/p>\n\n\n\n<p>Don\u2019t just look out for topics where you can create articles. Since it\u2019s relatively easier for SaaS companies to create free or limited versions of their existing products, you\u2019ll also want to keep an eye out for opportunities where you can create free&nbsp;tools.&nbsp;<\/p>\n\n\n\n<p>For example, our <a href=\"https:\/\/ahrefs.com\/free-seo-tools\">suite of free tools<\/a> sends us tons of search traffic each&nbsp;month.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-147989\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-ahrefs-free-tools.png\" alt=\"The amount of organic traffic Ahrefs' suite of free tools gets, via Ahrefs' Site Explorer\" width=\"578\" height=\"577\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-ahrefs-free-tools.png 964w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-ahrefs-free-tools-426x425.png 426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/4-ahrefs-free-tools-768x766.png 768w\" sizes=\"auto, (max-width: 578px) 100vw, 578px\"><\/figure>\n\n\n\n<p>To find these keywords, use the <strong>Include<\/strong> filter to search for words like \u201ctool, tools, calculator, template, templates, checker.\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1270\" height=\"948\" class=\"wp-image-147990\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tools-search.png\" alt=\"Searching for tool-related keywords using the Include filter, via Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tools-search.png 1270w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tools-search-569x425.png 569w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/5-tools-search-768x573.png 768w\" sizes=\"auto, (max-width: 1270px) 100vw, 1270px\"><\/figure>\n\n\n\n<p>Go through the list and see if there are any free tools you can create.&nbsp;<\/p>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\"><em>Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/em><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Give the topics you\u2019ve found a \u201cbusiness potential\u201d score<\/h3>\n\n\n\n<p>What\u2019s the secret behind creating a piece of product-led content that doesn\u2019t read like a hard&nbsp;sell?<\/p>\n\n\n\n<p>Selecting the right&nbsp;topic.&nbsp;<\/p>\n\n\n\n<p>At Ahrefs, we focus <strong>only<\/strong> on topics our product can solve. That way, we don\u2019t look like we\u2019re unnaturally shoehorning our product into the content\u2014we\u2019re simply offering the best solution to the problem.<\/p>\n\n\n\n<p>How do we do this? We look at the topics we\u2019ve found and give each of them a \u201cbusiness potential\u201d score.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1565\" height=\"1600\" class=\"wp-image-147992\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-business-potential.png\" alt=\"Table showing how to assign business potential\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-business-potential.png 1565w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-business-potential-416x425.png 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-business-potential-768x785.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/6-business-potential-1502x1536.png 1502w\" sizes=\"auto, (max-width: 1565px) 100vw, 1565px\"><\/figure>\n\n\n\n<p>By prioritizing topics that score a \u201c2\u201d or \u201c3,\u201d we make sure that mentions of our product are natural.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Create product-led content that&nbsp;ranks<\/h3>\n\n\n\n<p>Creating product-led content that ranks isn\u2019t simply a case of hunkering down and writing. You\u2019ll need to make sure you\u2019re creating and optimizing content for search engines so it can <a href=\"https:\/\/ahrefs.com\/blog\/saas-seo\/\">rank and generate organic traffic<\/a>.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how to do&nbsp;it.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">A. Match search intent<\/h4>\n\n\n\n<p>Search intent is the <em>why<\/em> behind a query. It\u2019s the reason why someone is searching for something in the first place. Google knows this and tries to rank only the most relevant results.<\/p>\n\n\n\n<p>For example, if we search for \u201cbest wireless headphones,\u201d the top-ranking pages are all listicles listing the best wireless headphones of the current year.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1410\" height=\"1106\" class=\"wp-image-147994\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-google-serps.jpg\" alt=\"Google SERPs for &quot;best wireless headphones&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-google-serps.jpg 1410w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-google-serps-542x425.jpg 542w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/7-google-serps-768x602.jpg 768w\" sizes=\"auto, (max-width: 1410px) 100vw, 1410px\"><\/figure>\n\n\n\n<p>Figuring out the search intent for your target topics is relatively easy. Just Google the keyword and look out for the three&nbsp;Cs:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 Is the primary type of content a blog post, product page, video, landing page, or something else?&nbsp;<\/li>\n\n\n\n<li><strong>Content format<\/strong> \u2013 Is the primary format a how-to guide, listicle, review, opinion piece, news, or something else?<\/li>\n\n\n\n<li><strong>Content angle<\/strong> \u2013 Is there a primary angle, such as the current year or content aimed at beginners?<\/li>\n<\/ol>\n\n\n\n<p>For example, let\u2019s suppose you want to cover the topic \u201chow to save&nbsp;money.\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-147995\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/8-serp-overview.png\" alt=\"SERP overview for &quot;how to save money,&quot; via Ahrefs' Keywords Explorer\" width=\"556\" height=\"487\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/8-serp-overview.png 1112w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/8-serp-overview-485x425.png 485w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/8-serp-overview-768x673.png 768w\" sizes=\"auto, (max-width: 556px) 100vw, 556px\"><\/figure>\n\n\n\n<p>If we analyze the SERPs, here\u2019s what we\u2019ll&nbsp;learn:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 All of the top-ranking pages are blog&nbsp;posts.<\/li>\n\n\n\n<li><strong>Content format<\/strong> \u2013 Surprise, surprise! Despite the \u201chow to\u201d modifier, people are actually looking for <em>tips<\/em>.&nbsp;<\/li>\n\n\n\n<li><strong>Content angle<\/strong> \u2013 Simple, proven, and fast are potential angles you could&nbsp;cover.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>So it\u2019s likely you\u2019ll have to write a listicle like \u201cXX Simplest Tips to Save More&nbsp;Money.\u201d<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">B. Cover the topic in&nbsp;full<\/h4>\n\n\n\n<p>For certain topics, searchers will be expecting you to cover several important subtopics. If you\u2019re missing them, searchers may think your post is not good enough and bounce.<\/p>\n\n\n\n<p>For example, some of the top-ranking posts for \u201chow to write a press release\u201d include templates:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1278\" height=\"746\" class=\"wp-image-147996\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/9-serp-overview.png\" alt=\"SERP overview for &quot;how to write a press release,&quot; via Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/9-serp-overview.png 1278w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/9-serp-overview-680x397.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/9-serp-overview-768x448.png 768w\" sizes=\"auto, (max-width: 1278px) 100vw, 1278px\"><\/figure>\n\n\n\n<p>It\u2019s a clue that searchers may value posts with templates higher than posts without. So if you\u2019re targeting this topic, you may want to include one.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how you can find important subtopics to&nbsp;cover:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Look at what the top-ranking pages are covering (especially their subheadings)<\/li>\n\n\n\n<li>Run a <a href=\"https:\/\/ahrefs.com\/blog\/content-gap-analysis\/\">content gap analysis<\/a><\/li>\n<\/ol>\n\n\n\n<p>Here\u2019s how you can execute the latter strategy:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-gap\">Content Gap tool<\/a> (in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>)<\/li>\n\n\n\n<li>Enter a few top-ranking pages for your topic in the top section<\/li>\n\n\n\n<li>Leave the bottom section blank<\/li>\n\n\n\n<li>Hit \u201cShow keywords\u201d<\/li>\n\n\n\n<li>Set the <strong>Intersection<\/strong> filter to <strong>3<\/strong> and <strong>4 targets<\/strong><\/li>\n<\/ol>\n\n\n\n<p>For example, here\u2019s how it looks like if we analyze the top-ranking pages for \u201cearned media\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1340\" height=\"846\" class=\"wp-image-147998\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/10-content-gap.png\" alt=\"Ahrefs' Content Gap tool\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/10-content-gap.png 1340w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/10-content-gap-673x425.png 673w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/10-content-gap-768x485.png 768w\" sizes=\"auto, (max-width: 1340px) 100vw, 1340px\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1734\" height=\"972\" class=\"wp-image-147999\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-content-gap-results.png\" alt=\"Results from Ahrefs' Content Gap tool\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-content-gap-results.png 1734w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-content-gap-results-680x381.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-content-gap-results-768x431.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/11-content-gap-results-1536x861.png 1536w\" sizes=\"auto, (max-width: 1734px) 100vw, 1734px\"><\/figure>\n\n\n\n<p>Looking at the list, we should be covering subtopics like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What is earned media<\/li>\n\n\n\n<li>Examples of paid&nbsp;media<\/li>\n\n\n\n<li>Earned media examples<\/li>\n\n\n\n<li>Examples of owned&nbsp;media<\/li>\n\n\n\n<li>Earned media strategies<\/li>\n<\/ul>\n\n\n\n<p>And more.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">C. Weave in your product naturally<\/h4>\n\n\n\n<p>As you\u2019re creating the content, add your product\u2019s use case wherever natural and possible. This is an art\u2014there\u2019s no perfect way to do this. It comes down to your copywriting skills.&nbsp;<\/p>\n\n\n\n<p>If you need an example of how this is done, you\u2019re reading it.&nbsp;<\/p>\n\n\n\n<p>Just remember: Don\u2019t overdo it. If your product isn\u2019t a good fit, it isn\u2019t a good fit. Don\u2019t shoehorn your product in just because. You want to be confident about what you\u2019re selling\u2014but not to the point where you\u2019re lying.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Promote the content<\/h3>\n\n\n\n<p>Your content won\u2019t get traction on its own. You\u2019ll have to give it a push. That means you need to <a href=\"https:\/\/ahrefs.com\/blog\/content-promotion\/\">promote your content<\/a>.&nbsp;<\/p>\n\n\n\n<p>Here are a few ways you can do&nbsp;it:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">A. Share it with your audience<\/h4>\n\n\n\n<p>Email, Twitter, LinkedIn, Instagram, etc. Wherever you have a following, let them&nbsp;know.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">https:\/\/twitter.com\/ahrefs\/status\/1572963942325882880<\/div>\n<\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">B. Build&nbsp;links<\/h4>\n\n\n\n<p>Backlinks are one of Google\u2019s most important ranking factors. For that reason, if you want to rank higher on Google, you need to build&nbsp;links.&nbsp;<\/p>\n\n\n\n<p>Link building is a whole can of worms, so I highly recommend you read <a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building\/\">our guide on link building<\/a> or <a href=\"https:\/\/www.youtube.com\/watch?v=C5ddo63kHHI\">watch this video<\/a>.&nbsp;<\/p>\n\n\n\n<p>But I don\u2019t want to leave you with nothing, so here\u2019s a good starting point to begin your link building journey:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Paste a competing page into <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a><\/li>\n\n\n\n<li>Go to the <strong>Backlinks<\/strong> report<\/li>\n\n\n\n<li>Look for backlinks you may be able to replicate<\/li>\n<\/ol>\n\n\n\n<p>For example, let\u2019s say we want to build links to our <a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-a-blog-post\/\">post on how to write a blog post<\/a>. If we analyze the top-ranking page for that topic in <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, we see that it has 5,800 backlinks:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1592\" height=\"438\" class=\"wp-image-148000\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-backlinks.png\" alt=\"Number of backlinks for a blog post, via Ahrefs' Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-backlinks.png 1592w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-backlinks-680x187.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-backlinks-768x211.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/12-backlinks-1536x423.png 1536w\" sizes=\"auto, (max-width: 1592px) 100vw, 1592px\"><\/figure>\n\n\n\n<p>If we analyze them via the <strong>Backlinks <\/strong>report, we\u2019ll see that HubSpot got a link from this&nbsp;page:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1820\" height=\"210\" class=\"wp-image-148002\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/13-backlink-example.png\" alt=\"An example of a backlink, via Ahrefs' Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/13-backlink-example.png 1820w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/13-backlink-example-680x78.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/13-backlink-example-768x89.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/13-backlink-example-1536x177.png 1536w\" sizes=\"auto, (max-width: 1820px) 100vw, 1820px\"><\/figure>\n\n\n\n<p>Looking at the page itself, it appears to be a page that curates resources for other industries. And there is a section for \u201cSales &amp; Marketing Resources.\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1222\" height=\"680\" class=\"wp-image-148003\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/14-resource-page.png\" alt=\"A resource page\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/14-resource-page.png 1222w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/14-resource-page-680x378.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/14-resource-page-768x427.png 768w\" sizes=\"auto, (max-width: 1222px) 100vw, 1222px\"><\/figure>\n\n\n\n<p>If we reach out to the owner and introduce our post (or perhaps even something else, like our blog or academy), there\u2019s a chance they may add it to their&nbsp;page.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">C. Repurpose your content<\/h4>\n\n\n\n<p>Since you\u2019ve already spent so much time creating the content, you should try and get as much mileage as possible from&nbsp;it.<\/p>\n\n\n\n<p>You can do this by repurposing it.<\/p>\n\n\n\n<p>For example, we turned our <a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">blog post on influencer marketing<\/a> into a <a href=\"https:\/\/www.youtube.com\/watch?v=zEgOI1rNlyc\">video<\/a>. And vice versa\u2014we also turned our <a href=\"https:\/\/www.youtube.com\/watch?v=W-nbsnXtSZI\">video on affiliate marketing<\/a> into a <a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">blog post<\/a>.<\/p>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/repurposing-content\/\"><em>The Complete Guide to Content Repurposing<\/em><\/a><em>&nbsp;<\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">D. Run&nbsp;ads<\/h4>\n\n\n\n<p>Finally, if you have the budget, you can always run ads to your content. Don\u2019t just think about the big networks\u2014smaller networks can drive traffic to your posts&nbsp;too.&nbsp;<\/p>\n\n\n\n<p>For example, we run ads on Twitter:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1208\" height=\"665\" class=\"wp-image-148005\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/15-twitter-ads.png\" alt=\"Ahrefs' Twitter ads\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/15-twitter-ads.png 1208w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/15-twitter-ads-680x374.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/15-twitter-ads-768x423.png 768w\" sizes=\"auto, (max-width: 1208px) 100vw, 1208px\"><\/figure>\n\n\n\n<p>Quora:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"628\" class=\"wp-image-148006\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/16-quora-ads.png\" alt=\"Ahrefs' Quora ads\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/16-quora-ads.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/16-quora-ads-680x214.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/16-quora-ads-768x241.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/10\/16-quora-ads-1536x483.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>And even YouTube:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">https:\/\/twitter.com\/samsgoh\/status\/1295086793008853003<\/div>\n<\/figure>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\"><em>PPC Marketing: Beginner\u2019s Guide to Pay-Per-Click Ads<\/em><\/a>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>This is the strategy we\u2019ve been using at Ahrefs for the past few years. But the most difficult part is to do it consistently\u2014steadily publishing content, following the strategy, and not chasing every new tactic that comes along the&nbsp;way.&nbsp;<\/p>\n\n\n\n<p>Any questions or comments? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Despite that, there is no one way to do content marketing for SaaS. Each SaaS operates in a different market with different customers, pain points, and&nbsp;needs.&nbsp; As a result, every SaaS\u2019s content marketing strategy will be different.&nbsp; So rather<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":148009,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[339],"class_list":["post-147980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content Marketing for SaaS: The Ahrefs Guide<\/title>\n<meta name=\"description\" content=\"Learn how we at Ahrefs, a SaaS company, do our content marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/saas-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content Marketing for SaaS: The Ahrefs Guide\" \/>\n<meta property=\"og:description\" content=\"Content marketing, the Ahrefs way.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/saas-content-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-12T06:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-17T16:11:01+00:00\" \/>\n<meta property=\"og:image\" 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