What is Digital Content Creation for the SaaS Industry?

Simply put, “content” is anything your organization creates for users to engage with online. That can include social media posts, emails, landing pages, videos and even digital learning content. Every industry has its own content creation process and goals, but the SaaS industry is distinguished by a few key characteristics:


Although all good content marketing relies on high-quality assets, expectations are particularly high for SaaS companies. Prospective clients want to know that you’re detail-oriented, capable and consistent — and that you hold yourself to the same standards they do at their businesses. Similarly, potential customers want proof that your organization is capable of delivering useful services that are effective and up-to-date.


SaaS content doesn’t always leverage elements of storytelling, but that absolutely must be the case in content marketing. The tone and voice of your content must match the personality of your organization — not just to create a consistent “brand personality,” but to advertise the experience clients can expect from you.


Digital content always promises value to end users. For SaaS specialists, that means going beyond the traditional customer experience to answer questions or solve problems unique to your industry. This illustrates empathy and dedication on your part while delivering on end-user expectations.


SaaS content marketing spans a variety of channels, from a blog on your website to your clients’ favorite social media platform. This is usually to increase views and boost engagement — but as part of the SaaS industry, you also need to think about how prospective clients will interact with all that engaging content. Storytelling isn’t your only goal; you must make learning material accessible to all — and content marketing is the first opportunity to prove that your organization is capable.

Thought Leadership

One of the most important roles of content marketing is making your brand look good. For SaaS organizations, that often includes thought leadership — a chance to show off your experience, expertise and ability to engage critically with top industry topics. Along the way, you can also show off the benefits of your software offering, highlight client success stories and more.


Quality content brings people to your organization, whether through your website, social media or some other point of contact. This increased visibility isn’t just good for brand awareness; it also helps you learn more about which content ideas do and don’t click with your audience.


There’s no single “right way” to approach content marketing. As long as your content aligns with your brand personality, voice and goals — and it resonates with your target market — you have the flexibility to try different things. That means you can keep up with applicable social media trends, connect with potential clients by addressing top software topics that are relevant to their industries and more.

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