The Ultimate SaaS Marketing Strategy for Success

Have you ever put hours into content that didn’t lead to sales? In the competitive world of SaaS, a well-planned content marketing strategy can be the difference between floundering and thriving.

Introduction to the Smartest SaaS Marketing Strategy

Many founders struggle at the beginning of their journeys, spending precious time and resources on marketing tactics that yield little in return. In my early days as a startup owner, I wasted thousands of dollars and countless hours experimenting with content marketing, without a real strategy. However, I learned that content marketing, when approached strategically, can unlock significant success for saas businesses by aligning your content topics with buyer intents. Over time, this approach not only improves visibility but converts prospects into paying customers more efficiently.

The Importance of Content Marketing

Content marketing can seem daunting, especially for early-stage SaaS companies. Yet, it is essential for driving visibility and acquiring customers. When I ran an email service provider, I faced challenges in organically attracting potential clients. I aimed to produce valuable content to draw visitors to our website, but often felt like I was “spraying and praying.” Without a focused strategy, my efforts often went unnoticed. A targeted content strategy ensures that every article or post serves a purpose—whether educating prospects on pain points or positioning your solution as the ideal fix.

“I was spraying and praying—publishing anything on email marketing without direction,” I recall.

Developing a Content Strategy at Tiny Seed Gathering

The turning point came when I developed a content strategy during a workshop at a Tiny Seed gathering for SaaS founders. During a brainstorming session, one founder asked, “How do I kickstart my marketing efforts?” We discussed various ideas, but the realization struck me: Many founders share a common struggle—knowing where to start their content marketing journey. So, on hotel stationary, I broke down all our ideas into the five levels of awareness from Eugene Schwartz’s Breakthrough Advertising. This framework has proven immensely helpful in formulating actionable content strategies tailored to where customers sit in the buying cycle.

The Five Levels of Awareness in Content Marketing

Understanding the different stages of buyer awareness is crucial in tailoring your content effectively and ensuring each piece resonates with your target audience. Schwartz outlines these levels to help you map content types to customer readiness:

1. Unaware – Audience doesn’t recognize they have a problem.
2. Problem Aware – Audience realizes a problem but explores solutions.
3. Solution Aware – Audience knows available solutions but not which to choose.
4. Product Aware – Audience is familiar with your product but needs details on benefits.
5. Most Aware – Audience knows your offering and compares it with competitors.

By overlaying content ideas onto these levels, you can determine which topics will move prospects down your funnel most efficiently. For example, problem-aware content might explain core pain points, while product-aware content dives into feature benefits and direct comparisons.

Creating Content for Different Levels of Awareness

To illustrate how to create content that resonates at each awareness level, let’s say you’re developing a content strategy for a new CRM called Bump. Here’s how you might approach content for each level:

• Unaware: Target broad keywords. Create articles such as:

  • How to get more business through effective sales techniques
  • Essential tips for entrepreneurs to boost productivity

• Problem Aware: Focus on content that addresses common pain points, like:

  • How to organize sales leads effectively
  • Tips for closing more deals through better organization

• Solution Aware: Showcase comparisons and solution lists:

  • Top five CRM systems to consider
  • Best affordable CRM for startups

• Product Aware: Help your audience understand your product by creating:

  • Comparison articles like “Bump vs. HubSpot”
  • “Alternatives to popular CRM solutions” lists

• Most Aware: Engage industry insiders and potential partners:

  • In-depth discussions on how Bump integrates with other tools for consultants and agencies

Targeting Solution Aware and Product Aware Customers

For SaaS startups just beginning, targeting solution-aware and product-aware audiences is paramount. If you’re still in MVP or early stages, creating content for those already searching for answers is the best use of your limited resources. These individuals know they’re ready to purchase and are evaluating options. By aligning your content strategy with these levels, you can effectively convert prospects into customers by showcasing how Bump differentiates itself from competitors and solves common challenges head-on.

When to Focus on Content Marketing

If you’re still finding your first 10 customers, diving deep into content marketing might be counterproductive. In those early days, lean toward outbound marketing efforts like cold outreach or leveraging forums. Content creation can take time—often paying off only after several months. Startups need results now, not later. To balance long-term growth and immediate wins, use content marketing as one element of a broader strategy that includes paid campaigns, partnerships, and community engagement alongside your content strategy.

Conclusion: Your Actionable Next Steps

• Start creating content targeted at solution-aware and product-aware audiences to boost conversions and grow your customer base.
• Evaluate which awareness levels align best with your current stage, and refine topics to address those customers directly.
• Measure engagement, iterate on what works, and expand into other awareness levels as your brand gains momentum.

Are you ready to take your first steps in creating a strategic content marketing plan? How can you better leverage awareness levels for your SaaS business?