Content Marketing Trends Every SaaS Company Should Embrace

Written by: Elena Daskalova
Oct / 26 / 2023

Sometimes, trying to keep up with all the news and trends in content marketing seems more challenging than the strategy implementation. Many things are changing daily, and new content marketing trends appear every now and then. 

Even if you think there is not something new to learn – suddenly, a new update rolls out, and you must follow different guidelines to make your SaaS content marketing work. 

What we like most is that SEO, content marketing, and AI are closer to each other – more than they’ve ever been. You can’t really do SEO without considering the target audience’s needs, but you also can’t launch content with no optimization for relevant keywords at all. 

Today, the internet is the giant media channel you distribute your content through, and skipping on SEO is skipping the straightforward road to the potential SaaS customers. 

But there are many other SaaS content marketing trends to consider, and we’ll cover plenty of them in this blog post:

Authentic and Genuine Content Written by Experts

According to most recent Google Updates, the content written solely for search engines is not considered helpful. Instead, showcasing experience and expertise is a big plus. Citing the resources you use can also help in many cases. 

But how to do such a thing for a SaaS brand? One way is to incorporate user-generated content to enrich the helpfulness. Another way is to show who is the person who wrote that piece and what makes them an expert in the field. By adding demo videos and interactive content formats, you are getting more and more authentic.

Surely, no matter how different your SaaS product is, it’s also pretty similar to the others. So, it’s best to find what makes you different and use it as a unique feature to promote with the content marketing efforts. 

Your Focus Should Stay on The Audience

For years, writers have been creating content with more focus on search engines and just a little on the audience. But things changed, beginning at the end of 2022, continuing in 2023, and surely will change in 2024, too. But one of the content marketing trends is still very relevant – writing for the target audience.

That means your SaaS company should create an ideal client profile and buyer persona, analyze their needs, and approximate their buyer journey on the website. As a result, written content is not the main part of content marketing strategies these days – it’s more about the overall user experience.

Or, with simple words said, you may have the best content in the world, but if you publish it on a slow site with no clear navigation and messy visuals, or you don’t care about SEO, it won’t find its way to the target audience.

Embracing the Visual Content Formats

People these days don’t have much time to read long user manuals and documentation. But you surely know those content forms are more than needed in the SaaS realm. So, how do you grab the audience’s attention and make those people stay on your website, sign up for a trial, or even subscribe to your SaaS product?

The answer lies in the visual content formats like videos, infographics, interactive multimedia, and images. Yes, you can surely write a 3000-word blog post describing how to start using your SaaS product – and it’s completely fine to have it because there are still people who prefer reading over videos. 

Also, you can record a demonstration video to teach the audience how to easily use your product, highlighting the benefits. You can even let them test the product for a limited time so they can easily decide on future actions. Additionally, visual elements can effectively communicate your unique brand message, so try to make them part of your content marketing strategy.

The Relationship Between SEO and Content Marketing Gets Stronger

In the past, SEO was only for search engines, and content marketing for SaaS was about creating evergreen content to be distributed through various channels. But as time went by, the line between these strategies got thinner and more blurred – for a good reason. 

Content marketers realized it’s good to leverage SEO and attract organic traffic to their websites, social media pages, or YouTube channels. And surely, the future of content production for SaaS will be even more tied to SEO.

While search engines can be one of the channels to distribute SaaS content when optimized, that very same relevant content finds its way to the target audience’s search engine results page. Maybe you think a customer journey can’t start with Google or Bing, but the concept of SEO content marketing can surely boost your online presence.

You only need to spot the relevant long-tail search queries, follow the new content marketing trends, and map those specific queries on the relevant SaaS pages. When accompanied by original content, it will surely find its way to the relevant customers who are willing to explore your product.

Video Marketing Gets Its Deserved Spot

If you’re often on the internet, you can see that since 2019, many brands have considered video marketing an important part of their content marketing strategy. With the rise of short video formats, primarily on TikTok, and then Facebook videos and Instagram reels, there is an easy way to reach out to your audience with video content.

But how to make SaaS-related videos fun and entertaining?

Surely, you and your content team must be creative about this. But the simplest way is to think about the issues you resolve, not the unique features. A great script writer can turn that problem into an attention-grabbing hook, develop a concise story, and promote the product at the end. 

The idea is to use social media preference-based algorithms by adding video descriptions and relevant hashtags. For Instagram and TikTok, you must be direct and concise, while for YouTube, you can go in-depth, explaining the features and demonstrating how the SaaS solution works. 

Or we can say that short videos can grab the prospects in their awareness stage, while long videos are more about the consideration and decision stages of the buyer journey.

AI Becoming a Strong Content Assistant

AI tools aren’t something new on the market. There were indeed AI-based content generators for years, but all those tools can be expensive, especially for smaller marketing agencies and individual content marketers. And then – boom – ChatGPT changed the whole game. Just a few months later, Google launched their AI-based language model named Bard. 

So, how do we survive in times of large AI language models? What to expect? How do they change the known B2B content marketing trends and all the industries we know?

You have two options at this point: to be afraid of AI or to embrace the benefits and improve the way you create and deliver content. 

Surely, you shouldn’t let the large language models write for you. But you can use them for unique outlines while covering various perspectives. ChatGPT and Bard are great for brainstorming content ideas for every format you can imagine. When prompting your requirements, the more detailed you are, the better response you get. 

Still, be aware that these tools aren’t perfect, so their responses can be bland, biased, and full of factual mistakes. But once you have the idea, you can adapt to your writing style, fix those mistakes, add more facts, and make the content perfectly unique and useful. 

At this point, AI saves time on hours of research, creating content briefs, compiling content calendars, and delegating tasks to writers and marketers. 

The Content Purpose Becoming More Important than Ever

Before creating a video script, blog post, case study, or sending a personalized email, you must ask: What’s the purpose of this content piece? What is my goal? What do I want to accomplish?

Also, do you want to only inform the target audience your SaaS product exists? Or maybe you think about sharing the unique features, hoping that someone will find it relevant. As you can see, the content purpose is an important content marketing trend, and it will be the years that come.

Content with no purpose can’t compete with the other helpful pieces. So, in order to make your articles, videos, and pages discoverable by search engines and target audiences, you must know what their purpose is. Instead of thinking about why you produce the content, you need to focus on how you do it and for whom. 

Once you change the approach, you can easily spot relevant search queries to optimize the articles, blogs, video descriptions, etc. That way, you create for search engines, but even more for the people who need a SaaS solution just like yours.

Content Sustainability and Repurposing

This one is very simple but still a huge trend in the content marketing landscape. Do you have a blog post that performs great but it doesn’t bring enough leads? Think about what you can do with that blog post. 

Can you take a piece of it and make it an engaging social media post? Or maybe you can turn some information into visual content or even video?

Can you, for example, expand the topic and create an eBook based on that very same blog post? Or maybe add more internal and external links to it? Is there a way to find even more relevant long-tail queries to this piece? 

You have plenty of options to use the existing content to boost your content marketing efforts and reach out to a wider audience. 

Strategic Content Production

You can’t create and publish content without a compass. Yes, the internet is indeed overwhelmed by articles with no purpose, created for search engines only. And yes, these pieces sometimes rank better than your all-inclusive guides. But it doesn’t mean you need to produce large amounts of content just to compete. 

Instead, you need to trust the search engine algorithms because they evolve and get better every day. Also, align the content marketing with the defined goals and purpose, plan the content, and make informed decisions.

What does it mean?

For example, you find a topic you want to build a content cluster around and research the matter. Create a content calendar while being aware of what your SaaS audience wants and expects from you. Address their needs and combine the SEO approach with other promotional strategies. 

Track the relevant metrics and performance indicators so you can make data-driven decisions and re-adjust the strategy when needed. You need to regularly analyze the performance and spot the growth opportunities, but also remove the components that simply don’t work for your SaaS strategy. 

When combined with the audience behavior, personalization, and user experience, this trend can work some magic for your business. 

Keeping Up With Content Marketing Trends

One trend that is forever is being up to date with the trends. Surely, it sounds a little funny, but imagine being stuck in 2015 thinking that the same strategies work (and being surprised that they don’t). 

So, the best trend to embrace when it comes to SEO, content creation, distribution, targeting, and measuring performance is to follow the trends. It’s a dynamic field, and content marketing surely requires a strategic approach when embracing the news. 

It may get challenging and exhausting, but remember, those who embrace the new B2B SaaS trends will push you down in minutes without thinking twice. So, find a few role models on the internet, including LinkedIn, sign up for their newsletters, and see how they deal with the new trends. Don’t forget to stay up to date with Google and other search engines’ updates because that’s the only way to win this game.

Final Thoughts About Trends in Content Marketing

The current content marketing trends, as well as the upcoming ones, require just a few things from you: to be authentic, to personalize your approach, and to focus on interactive content that attracts the audience. 

While B2B SaaS is a largely competitive field, you can easily win with visual content marketing while embracing SEO, long-form content, user-generated pieces, and various content types that answer the audience’s questions and pain points. 

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.