Content Creation for SaaS: Most Popular Content Types and Formats

Written by: Elena Daskalova
Nov / 20 / 2023

Imagine this. You own a SaaS company, and you explore the marketing options to put it on the competitive market. You find out that SEO and content marketing can be efficient ways to start attracting and converting traffic, but you don’t know where to start. You only know that content creation for SaaS is a demanding process with so many content types included. 

The SaaS landscape is pretty diverse, which means you can’t stick only to one content type and expect exceptional business results. You need to research your audience, their favorite channels, and preferences and start delivering value through various content formats. 

Maybe it sounds confusing, but this guide will help you understand the nuances of content creation so you can enhance the SaaS brand and foster customer loyalty. 

What is The Best Type of Content to Produce for Your SaaS Business?

If you feel like there are too many formats to consider – you’re right. The marketing content types are pretty diverse because they cover so many aspects, from the web to direct email content delivery. 

And knowing that SaaS is one of the most competitive industries, winning the marketing game requires considering various content types. 

So, let’s see what works best, but also how it makes your overall SaaS content strategy effective:

Blog Posts

Blog posts are the most common content type on the internet. But what blog post types fit best in the SaaS customer journey? Knowing that they mostly target potential audiences in the awareness stage, we can narrow down to these common formats:

Educational Content

Create blog posts that educate the audience about what SaaS is, what you offer, the industry trends, and the solutions your product provides. Make sure you use clear and concise language, as these people aren’t familiar with the technical jargon.

For example, if you sell a communication SaaS application, you should target specific pain points and worries with your educational content, such as:

  • Why is Communication in Your Team Poor?
  • Ways to Enhance Internal Communication in Your Company
  • Tips for Managing Daily Tasks With Ease

How-to Guides and Tutorials

Blog posts can target an aware audience, i.e., website visitors who know what their pain points are and know that you have a solution for them. So, publish guides and tutorials on how to use your software or tips on using most of your products.

  • How to Use a Communication Tool to Enhance Team Efficiency?
  • How do you improve internal communication using special tools?
  • Mastering Your Company’s Communication Protocols – A Complete Guide
  • How Will a Communication Tool Boost Our Productivity: A Tutorial for Professionals

Case Studies

The case studies are the best way to explain in detail how you helped your existing customers in accomplishing their business goals. 

For example, you have a client who is using your communications tool for daily task delegation and progress tracking. The case study must include several points, such as:

  • What problems did they have before using your SaaS product?
  • What solution did you offer?
  • What plan and features do they use?
  • How do they track success?
  • What results did they accomplish?
  • Did they renew the subscription or adjust the pricing plan?

Case studies are a great example of useful content creation for SaaS that showcases real user cases and accomplished results. 

Whitepapers and eBooks

Whitepapers and eBooks are used to provide in-depth insights and analysis on specific SaaS-related topics and user cases. They can help you position your company as a thought leader in the field. 

Whitepapers for SaaS

Whitepapers cover industry trends, challenges, and new technologies, accompanied by insights, statistics, and analyses related to your field. You can use a whitepaper to address innovations, product capabilities, and extended education on SaaS features. 

Explain how your SaaS can help in resolving issues and concerns for your target audience. Eventually, it may serve as a lead magnet, resulting in an efficient sales cycle. 

For example, create a whitepaper on a real case on how a feature helped a client resolve the communication difficulties in their company. You can explain the technologies used, the onboarding process, setting up the tool, and the way they managed to see the initial results.

SaaS-Themed eBooks

The comprehensive eBooks address specific parts of the industry and how the solution affects the future of the field. To make it even more useful and appealing, you can feature stories, interviews, survey results, and user-generated content

Enrich the content by sharing practical tips and guides, but also promote your service or attract qualified leads who are interested in your offer. 

For example, choose a burning topic from your industry and explain how your SaaS product eases those “burns.” Make sure you include testimonials, examples, and proven ways to fix some of the issues your target audience faces.

Video and Audio Content

Some potential customers may prefer video or audio content formats instead of articles or eBooks. So, if possible, you can leverage video product demos, webinars, and podcasts to cover relevant industry topics. 

You can even organize Q&A sessions or live product presentations. Potential customers need to understand how your product works, making the purchase easy for every party included. 

Additionally, you can write the scripts as part of the content creation for SaaS to make these content types easier to create and deliver. 

Pro Tip: Choose a customer question you receive often. Try to cover every aspect of it while focusing on the values and benefits the customer has. Work on a script and turn it into an engaging Q&A session or webinar.


Infographics are a visual representation of complex data to make the whole idea more appealing. So, instead of sharing statistics and comparisons in boring tables, try to turn them into an engaging and easy-to-understand format.

Use the infographics to make your blog posts, eBooks, whitepapers, and webinars more interesting and attractive. 

Email Content Types for SaaS

When it comes to lead nurturing through targeted campaigns, you have quite a few options, including:

  • Sharing information on the industry news
  • Education on pain points and solutions
  • Newsletters they’ll receive weekly, monthly, bi-monthly, or as preferred
  • Special offers to qualified leads
  • Special offers to existing customers
  • Custom promotions and product updates

While emails may fit every awareness stage, they work best for qualified leads and existing customers. 

Social Media Content Creation for SaaS

Social media can be a strong asset only if your target audience is present there. As many already use Facebook, Instagram, X/Twitter, TikTok, and LinkedIn, you can do a brief research to better understand what they do on these platforms. 

Keep in mind that LinkedIn is for business networking, while X/Twitter can be used for sharing personal opinions on industry trends and changes. Instagram is great for photos and reel videos to showcase a real user case, while TikTok videos should be more engaging and appealing. 

Still, you need to know these things:

  • You don’t need to be present on each social media network, but only those that fit your strategy and target audience
  • You don’t need to be a video editor, graphic designer, or content creator to include all these platforms in your strategy, because you can delegate these tasks
  • Social media mostly helps with lead generation, while the website sells
  • You can establish a strong communication protocol through various channels

Remember, the key to effective content creation for SaaS is to understand your target audience while addressing their pain points, educating them, and demonstrating the value of your SaaS product. 

Our Thoughts on Content Types for SaaS

Every SaaS company needs a personalized and strategic approach when deciding what content types fit best for the brand’s strategy. Knowing how the various types and formats work, content creation for SaaS has never been easier. 

From website content to targeted social media posts, the different formats will help you grab the audience’s attention and filter out the ones that are most likely to invest in your SaaS solution. That way, you can plan on the resources and workforce, hire an agency if needed, or handle the content tasks yourself. 

About the Author

Picture of Elena Daskalova

Elena Daskalova

Experienced content writer with a focus on SaaS content marketing and copywriting. With a passion for crafting compelling stories, paired with expertise, delivers narratives that drive customer engagement and growth.