Types of Content Works Best at Different Stages of a SaaS Marketing Funnel

saas content types

Content is the foundation on which all marketing activities are based.

And that is no different for the SaaS Industry.

The key to a successful SaaS business goes through the path of effective marketing campaigning embedded with innovative content.

To attract more customers, rope in potential ones and retain existing users, SaaS organizations are constantly pouring efforts into content marketing.

Unlike e-commerce businesses, where direct promotions or discounting techniques work wonders, software-as-a-business (SaaS) businesses require a totally different approach to content marketing.

That is because for a Saas brand, a buyer has a longer journey to cover from getting to know about the product to becoming a paying customer. Throughout this journey the buyer goes through different stages in the marketing funnel(this is from the company’s perspective).

Therefore, in order to target buyers at different stages of the marketing funnel, SaaS companies need to tailor their content that satisfies the need at every buying stage.

This is exactly what we are going to discuss in detail in this blog today. You will learn:

1. Why content marketing holds an important place at the heart of any saas marketing strategy.

2. How to leverage different types of content in order to target users at different stages of the marketing funnel.

So let’s get started!

The Importance of Content Marketing for SaaS Businesses

In one of our blogs Content Marketing for SaaS companies we have well established the fact that content plays a vital role in attracting the right audience and turning them into real customers.

I’m not gonna go much deeper in this discussion, but to give you a good understanding, here are some ways content marketing has helped SaaS-based business over the years.

1. Build Brand Awareness:

In a competitive market like SaaS, building brand awareness is imperative and difficult at the same time.

With good content, your SaaS product will start to rank higher for search terms that your audience is actually searching for.

But your competitor’s are already there and your job is to overtake them – that’s what makes it difficult. But achievable. That’s why I said “good content”.

The more keywords you rank for the more visibility your brand gets. More visibility means that your users are getting to know you, reading your content, realizing about the problem they have, knowing about the solutions you provide and getting interested(entering the second stage of the marketing funnel).

2. Help with Lead Generation:

Lead generation normally happens in the 2nd stage of the marketing funnel. Here the users are already aware about your offerings and are interested either in your product – they will directly book a demo, reading your content – sign up for a newsletter or download an ebook.

All these activities are content driven and are leading towards one goal “Market Qualifies Leads“. Everytime these interactions are being made on your website the user is leaving an email behind.

This is your opportunity to script the journey further for the user.

3. Improves SEO Visibility:

Good content and SEO go hand in hand. For SaaS businesses, creating high-quality content optimized for search engines helps improve ranking for key industry terms.

On the other hand, consistently publishing blog posts, guides, and other content that target specific keywords can increase the chances of your website appearing in relevant search results.

Over time, this will help your SaaS product rise to the top of the search engine results page (SERP), driving organic traffic. In the SaaS space, SEO-driven content becomes a critical asset, as it brings consistent traffic and nurtures leads—without spending a fortune on paid ads.

saas content types

Types of SaaS Content Tailored for various stages of Marketing Funnel

So far we have established that when it comes to content marketing for saas, one type fits all (content wise) won’t make the cut and you might continue to wonder

“Where have I gone wrong?”.

Let’s begin the main discussion of the article today and take a close look at saas content types that work at different stages of the marketing funnel.

SaaS Content for the Awareness Stage

This is the first stage of your SaaS marketing funnel . The primary goal in this stage is to build brand recognition & generate interest among your targeted user base.

You have to understand that at this stage, your audience isn’t ready to make a decision—they’re just starting to notice their problem or learning about the industry.

Here, your content needs to spark curiosity and introduce your brand as a valuable source of information. With proper brand awareness campaigns, SaaS companies can actually start to generate leads from this very beginning stage.

But then again you would need to produce some really good content and your SEO should be just on-point.

If that feels a bit overwhelming, you know we can help you with that. Let us know if you need anything.

Alright, here are the types of content you can leverage to attract traffic to your website and build brand awareness.

1. Blog Posts

Blogs are your way to tap into keywords that are your primary focus and also their variations to cater to a larger audience base. You can perform competitor analysis to find topic and keyword gaps and fill in to capture more users.

Focus on topics like industry trends, common pain points, and practical how-to guides that address issues your audience faces.

Why It Works:

Blog posts are essential for educating readers and positioning your brand as an authority in your niche. With blogs you are sharing valuable insights(addressing the pain points) without directly promoting your product, you establish trust and give readers a reason to come back for more. Gradually your website becomes their go to place to find reliable information.

Blog content type examples you can try: 

  • Industry trend analysis & Updates
  • Problem-focused content
  • How-to guides
  • Market research findings

2. Social Media Content

Once you have blogs in place, your next step becomes content distribution. And social media marketing is an effective way to do that. Engaging, bite-sized posts like infographics, quick tips, or behind-the-scenes glimpses grab attention and encourage sharing.

Social Media Marketing when done right can attract users who are at every stage of the marketing funnel. You have to adapt to a “trial and error” method to find out the specific type of content your audience is easily digesting and also fulfilling your goal of the campaign.

Why It Works:

Social media builds familiarity fast. By putting out shareable content, you can reach a broad audience, create brand recognition, and encourage users to explore your content(on your website) further—all while keeping your brand visible in their daily feeds.

Social media content type examples you can try:

  • Industry statistics & infographics
  • Quick tips & insights
  • Behind-the-scenes company culture
  • User-generated content
  • Company updates
  • Short digestible articles
  • Memes

3. Video Content

Videos are perfect for this stage because they quickly get people interested and familiar with what’s going on in the industry and also with your product.

Short educational videos, expert interviews & podcasts, problem-overview and product related  videos(like demo) make complex topics easy to understand.

It’s not about promoting your product here; it’s about being the trusted resource that provides what the users need to know in the most optimal way possible.

Why It Works:

Videos grab attention fast, and they’re easy to watch. They’re ideal for people just starting to explore the topic because they help build trust and make your brand memorable from the get-go.

Video content type examples you can try:

  • Educational videos
  • Industry expert interviews
  • Problem overview videos
  • Thought leadership content
  • Product Video(separate videos on major features)
  • Podcast Videos

SaaS Content for the Consideration Stage

Consideration stage is where your users have shown interest in your product. How do you know that? You will see your blogs are attracting traffic, people who are coming to read the blogs are downloading the gated resources(and leaving their email address behind).

Moreover, in this stage of the marketing funnel, users are already aware of their challenges and are now weighing options. This is the perfect stage to educate them on why your SaaS product is unique and how different it is from your competitors.

Without further ado, let’s explore some saas content types in detail that works for the consideration stage of the marketing funnel.

4. In-Depth Content Assets

Though we have discussed blog posts as an effective instrument to target users in the awareness stage.

Content for the consideration stage goes beyond the basics, covering detailed comparisons between different solutions, specific pain points, or unique benefits of your product.

Your job is to make sure that these indepth blogs are highly informative, showing that you understand your user’s needs and your product actually has the capacity to solve their challenges.

Why It Works:

In-depth content assets build trust by guiding prospects through their decision-making process. This content positions your brand as both knowledgeable and customer-focused, laying a strong foundation of credibility and relevance.

Semrush’s State of Content Marketing 2024 report revealed that websites producing long-form, in-depth content (3000+ words) received 3.5x more traffic than those focusing on shorter articles.  

In depth blogs are also a great instrument in creating topic clusters. A detailed long format blog includes a lot of subheadings to explain the subject properly to the user. These discussed subheadings can also be converted into separate standalone articles and give the user a more detailed view.

Now with the help of internal linking, merging the in-depth article(pillar content) with related small articles(branch content) will create a hierarchical structure within the website.

This is how you build topical authority.

We have executed this hub & spoke content model on one of our SaaS client’s websites.

Read the case study on how we were successful in driving significant traffic to their website with SEO and content optimisation.

In-depth content asset type examples you can try: 

  • White papers
  • Ebooks
  • Industry reports
  • Product hand book

5. Case Studies  

Case studies showcase real-world applications of your SaaS product detailing how it solved specific issues for existing customers.

Through case studies when you discuss the client stories and their measurable outcomes, you create a relativity factor in the mind of your prospective buyers. From this your users become aware of your product in detail, its applicability and result driving capabilities.

This kind of content should be relatable and solution-focused, drawing connections between their challenges and the results you’ve achieved for others.

Why It Works:

Case studies add proof that your product delivers results, offering prospects a tangible example of success. Case study type of content helps build confidence by showing prospects that your solution is tested and effective, especially for customers facing similar challenges.

6. White Papers & Ebooks

White papers and ebooks are great content instruments to provide a deep dive into topics relevant to your industry or product, offering a thorough look at how your solution addresses complex problems.

White papers and ebooks also act as valuable gated content for your website. Gated contents are great lead magnets. These types of content allows you to make your pages more interactive.

Here users are required to fill up a form & share their contact info to access the resource, giving you an opportunity to continue nurturing the relationship.

Remember that content types like these should be data-driven and insightful, demonstrating your brand’s expertise on a deeper level.

Why It Works:

White papers and ebooks establish authority and demonstrate your commitment to educating prospects. Gated content also captures leads, allowing you to run email marketing campaigns targeting conversions.

7. Webinars  

Webinars offer a live or recorded platform to share insights, showcase your product, or engage in a Q&A session with interested prospects.

Leveraging the interactive format of webinars, it lets your experts connect directly with prospects, demonstrating key features and addressing specific questions or concerns in real-time.

Webinars are a more personal way of educating, making prospects feel involved in the process.

Why It Works:

Webinars offer a more engaging, in-depth experience, bridging and also reducing the gap between consideration and decision stage. By showcasing your solution in a real-world setting, webinars help you to build trust and increase the likelihood of conversion.

SaaS Content for the Decision Stage

Now we’re in the decision stage and the goal here is to encourage conversion through your content.

Prospects have done their research, weighed their options, and are getting ready to choose. Your content here needs to make it clear why your SaaS product is the best fit for their use case, giving them every reason to say yes.

Let’s see some content types that works for this stage of the marketing funnel:

8. Detailed Product Demo Videos

A product demo video is a straightforward look at what your software does and how it does it.

This is where you showcase the top features, walk prospects through key functions, and give them a feel for the product in action. Make sure that you record your product demo video by an expert who knows in and out of the product and can describe the functionalities for every possible use case.

A well-made demo answers practical questions and clearly demonstrates how the product solves their specific issues—without any guesswork.

Why It Works:

Product Demo videos eliminate doubts and bring clarity to  what your product can or cannot do. They let prospects picture exactly how your product fits into their setup and how it’ll benefit them. When they can see the software in action, they get the confidence they need to move forward.

9. Testimonials & Customer Reviews

Testimonials and reviews from real customers are your golden tickets to convert prospects into paying customers.

Testimonials(video testimonials are currently on the trend) provides validation for your product highlighting the results and satisfaction others have had upon using it.

These aren’t just endorsements—they’re real-life proof that your product actually works and can actually solve the problem. When prospects see stories from businesses like theirs, it makes the decision(to  go forward with your product) feel safer and smarter.

Why It Works:

Customer testimonials build trust by showing social proof. It’s easier to commit when they know that others have found success with your product. Prospects feel reassured seeing that real people have had positive experiences, and it nudges them one step closer to converting.

SaaS Content for the Retention Stage

At this stage your target audience is your own client base and your intention should be to engage them, nurture them, and make them feel valued.

Content here is all about guiding them to make the most of your product and encouraging long-term loyalty.

This stage of the marketing funnel is also useful to create opportunities for upselling or cross selling your products(in case you are offering a wide suite of segmented features options).

For example like Hubspot. Although being a CRM tool, hubspot offers different features of its tool separately, targeting a more niche audience based on use cases. Once a user is onboarded they nurture those with email marketing where they promote their other product features.

Here are some types of content that work at the retention stage.

10. Onboarding Guides

SaaS products can sometimes be complex. Onboarding guides take new users through each step to get them set up and using the product effectively.

Generally guides like this cover the essentials of the software in a way that’s easy to follow and tips on how to use the software in the best possible way. The smoother the onboarding process, the more likely they are to stick around.

Why It Works:

A streamlined onboarding experience is crucial for retention of any customer. When customers feel comfortable with the product from day one, they’re more likely to become long-term users.

These guides make the learning curve easier, helping them feel capable and confident in using your software.

11. Knowledge Base & FAQs

This is a very common and important type of content for every type of product or service based websites. A well-structured knowledge base and FAQ section act as go-to resources for customers who need answers to the frequent bottlenecks they face with your product.

Knowledge base and FAQ sections are imperative to address the most common issues and provide easy-to-follow solutions, so users don’t have to reach out for minor questions.

A quick, helpful solution can go a long way in building their confidence in exploring the product on their own.

Why It Works:

An accessible knowledge base improves the customer experience by giving them control over your product.

When they can troubleshoot issues independently, it builds trust in your support resources and reduces friction. Plus, it saves time for both customers and support teams.

12. Product Updates & Newsletters

Regular product updates and newsletters let your customers know what’s new and how it benefits them. Email marketing campaigns and newsletters are also a great way to keep your customers nurtured.

With the help of these email campaigns, announce new features, improvements, or tips to keep them informed and show that your product is continually improving and you care for your customers wellbeing within your company.

Why It Works:

Staying in constant touch keeps your brand top of mind and reminds customers of the value you bring. It’s a simple way to show that they have invested in the right product and you’re always committed to making their experience better.

This kind of ongoing engagement helps reduce churn by keeping users excited about the future.

Wrap Up

From Hubspot to Trello and Slack to Mailchimp, almost every SaaS business is using the strategies listed above to drive growth.

Understand what type of content works best at what stage. Remember to create and tailor content in accordance with the SaaS Marketing funnel.

Keep a regular check on metrics and updates & monitor the engagement rates to revise your content marketing strategy whenever required.

Make the most out of the types of Content Marketing for SaaS Marketing Funnel to fuel success for your brand.

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