Content Marketing For SaaS | How To Generate High-quality Traffic And Increase User Signups For Your Business

Content marketing is an effective strategy for growing a SaaS company.

The reason is simple.

With content marketing, you can reach your target audience faster and educate them better about your SaaS product.

That way, you can recoup your development costs faster and increase your MRR and ARR in the long run.

If you’re currently using or planning to implement content marketing as a strategy for your SaaS business, this guide will help you.

After reading this guide, you’ll learn the exact process we use at our agency [Your Content Mart], to:

This will provide you with a roadmap which you can also use for your SaaS product to get the results that matter for your business.

Before we proceed, here’s an important point you should take note of.

SaaS Content Marketing Isn’t About Writing Content Alone.

Most content marketing strategies for SaaS companies focus on writing content alone. While that is important, we take a different approach at our agency. We focus on increasing user signups and driving conversions for your SaaS business with content marketing.

So, we don't create "content" only for your SaaS business. Rather, we work as an extension of your in-house team to get the results that matter for your business using content marketing.

That way, we can create content that'll move the needle "revenue-wise" and "business-wise" for your SaaS company.

So, instead of creating content and praying that it ranks on Google for your target keywords, we take it a step further by ensuring that we get the right eyeballs to your content fast. 

Also, while some SaaS content marketing agencies create content for you and that's all. 

We make sure that we track and measure each piece of content we create for you at our agency.

With that said, here is the exact framework we use at our agency to generate high-quality traffic and increase user signups for our SaaS clients.

Pentascope Content Marketing System | A Result-driven Approach For SaaS Companies

Pentascope Content Marketing System is our proprietary content marketing framework that focuses on helping SaaS companies get the results that matter to them. 

It’s made up of five (5) phases. And each phase consists of multiple steps that make it work.

Below are the 5 phases of the Pentascope content marketing system.

  • Audience Research
  • Content Production
  • Content Distribution
  • Conversions Tracking & Measurement
  • Ongoing Content Audit & Refresh

A Step-by-Step Breakdown of The Pentascope Content Marketing System

Here is how we deliver outstanding results for SaaS businesses through content marketing.


Audience Research

The audience research phase is the first and most important phase in our process.

This is because it helps us have an idea of the kind of content we’re creating and who we’re doing it for.

This phase consists of the following steps:

Step 1. Understanding The Ideal Customer Profile (ICP)

If we don’t know who we’re creating content for, it’ll be difficult to achieve any results.

This step is usually a discovery session (or questionnaire). So, we ask a series of questions to understand the kind of audience we’re writing for.

Some questions we ask at this stage include:

  • Who is your ideal target audience?
  • What keeps them up at night?
  • What problems does your audience face the most?
  • What solutions already exist that solve the problem you do?
  • How does your solution compare to other existing solutions?
  • And so on.

Step 2: Figuring Out The Exact Strategy to Follow

After understanding your ideal audience, you need to map out the strategy to achieve the results that matter for your business.

For this step, we usually send a questionnaire to get more information on how to proceed.

Some questions we ask at this stage include:

  • What marketing strategy(ies) have you explored in the past?
  • Which marketing channel do you think works most for your customers?
  • What’s your sales cycle like? How long does it take?
  • What stage do you think your prospects are about your products or services?
  • Aside from content marketing, do you think any other strategy works fine with your audience and why?
  • And so on.

Step 3: Performing Keyword Research (Plus Creating Topic Clusters)

This is the final step in the Audience Research phase.

We use all the information you have provided to research topics and keywords that your target audience will find interesting. That way, we can convert them to user signups and paying customers in the long run.

For this, we start by using Google autosuggest with a combination of the Keywords Everywhere tool.

We also make use of other SEO tools such as SEMrush and Ahrefs for further insights.

After the keyword research process, we focus on specific topics and keywords based on your short-term and long-term goals.


Content Production

The Content Production Phase is critical.

In this phase, we go into the nitty-gritty of creating the content and other things related to it.

This phase consists of the following steps:

Step 4: Creating a SERP-based Outline For Each Keyword

For each keyword we create content for, we start with a SERP-based outline.

This is because we don’t want to create content that we think will perform. Rather, we want to create content that has proven to perform and rank over time.

Some of the tools we use to make this happen include Google, Frase, Surfer SEO, [affiliate links], Topic, and so on.

Step 5: Finding Supporting Information To Make the Content Stand Out

We follow a research-based and data-driven approach to content marketing.

And we’ve found out that doing this makes our content rank higher and helps our clients get the best results too.

This is why we make sure that we find supporting information that will make our content stand out in the SERPs.

Some of these supporting information include:

  • Original research
  • Expert’s insights
  • Customer reviews
  • Recent data
  • And so on.

Step 6: Creating Content that Matches Search Intent

Search intent is an important yet underrated tactic for ranking on the SERPs.

By creating content that matches the search intent, you’re solving the audience’s pain points. Not only that, you're helping the search engines to rank your content better.

At our agency, we ensure that any piece of content we create matches the search intent using the SaaS Content Writing framework.

To do this, we use tools such as Google, Frase, Surfer SEO, and so on.

Step 7: Designing Valuable Images To Spice Up The Content

User experience is now more important than ever.

That way, readers can stay long on your page(s) and not leave immediately after stumbling on it.

One of the ways we create a great user experience for our clients is through the visuals we embed in each piece of content.

This includes:

  • Customized screenshots
  • Images, infographics
  • GIFs
  • Animated videos
  • Video screen shares
  • And so on.

We use tools such as Canva, Visme, Figma, Venngage to make this work.

Step 8: On-page SEO Optimization

Our job isn’t half done if the piece of content we create isn’t optimized for search engines (especially Google).

Without it, generating organic traffic will be an illusion.

This is why we optimize any content we create to rank high on Google.

We use tried-and-true on-page optimization tactics to make this happen.

We also use some tools such as Rank Math, Surfer SEO, SEMrush Writing Assistant in this case.

Step 9: Making The Content Conversion-focused

Our primary goal at our agency is to create content that generates high-quality traffic and increase user signups for our clients.

To achieve this, each piece of content must be created with the ultimate goal of converting the reader into a lead, and eventually a customer for the company.

That’s why we introduce conversion elements within the content, to achieve the results we aim for our clients.

Some of the conversion elements we introduce in the content include:

  • Content upgrades
  • Email newsletter signups
  • Product walkthroughs within the content
  • CTAs in strategic places
  • And so on.

Step 10: Editing & Proofreading

At Your Content Mart, we make sure that every piece of content we publish on your website is epic and adds value to your readers.

For this to happen, the piece must meet our editorial requirements (plus any specific requirements) that you might have.

We have our trained in-house editors and proofreaders who go over each piece to ensure that they meet our standards.

They check the content's quality, voice, and flow.

We also make use of proofreading and editing tools such as Hemmingway editor and Grammarly.


Content Distribution

Once we've created the awesome content and it's approved by our clients, the next step is to share it with the world.

Of course, there’s a lot of noise out there. We use distribution and promotion strategies that make your piece stand out.

Below are the specific steps that we take in the content distribution phase.

Step 11: Formatting & Publishing On Your Preferred CMS

This is the first step in our distribution phase.

If the content isn’t published on any Content Management System (CMS), there is no way we can promote it and it cannot appear on the web. 

Though we prefer working with WordPress CMS, if you use any other one, we’ll be happy to study and help you format and publish your articles there.

And if you prefer to do the publishing in-house, that works fine with us as well.

Step 12: Social Media Promotion With a Twist

After hitting the publish button, one of the strategies we use to promote your content is on social media.

We don't blatantly share links to your post on social media, rather we take a different approach. 

We do this by adding value to the existing audience on each platform.

We create targeted posts and share them there.

Some of the social media promotion tactics we use include:

  • Posting on your personal and company’s profiles on LinkedIn and Twitter. If you have employees willing to share your content, that’s okay.
  • Posting on relevant niche Facebook groups
  • Posting on relevant niche Slack groups
  • And so on.

Step 13: Establishing Authority on Relevant Forums

We look for relevant forums for your industry and establish authority there by adding value to the audience.

This could be by answering questions related to the piece we published for you, posting valuable content, and so on.

Some of the forums we explore include:

Step 14: Link Building Strategy Roadmap

Even though we’re not a link building agency, we’ve helped some of our clients develop a roadmap that has helped them acquire backlinks on top websites.

Examples include: Clickup, TimeDoctor, Helpscout, Noupe, FormAssembly, Moosend, Venngage, SocialPilot, ReferralCandy, Landingi, and so on. 

And that’s exactly the same roadmap we’ll be sharing with you.

With our link building strategy roadmap; you’ll be able to:

  • Acquire relevant backlinks naturally
  • Get featured on top publications
  • Land guest posting opportunities
  • Collaborate with other SaaS business owners
  • And so on

Step 15: Paid Ads Strategy for Amplification and Conversions

Paid Ads, if used well, is a great strategy for:

  • Amplifying your relevant posts
  • Reaching a wider audience with your SaaS, and
  • Converting them into leads/customers.

The downside is that paid ads are expensive and the results don’t compound over time.

That said, if you have the budget, we recommend that you go for it.

We'll provide you with the Paid ads strategy that works for SaaS businesses.

We’ll also share with you:

  • The specific platforms you should use for paid ads
  • The pages that you should run ads to, and
  • How to maximise your profits from the strategy.

Conversions Tracking & Measurement

After implementing phases 1-3, you should have pretty solid content that’s ready to take on your biggest competitors and the highest-ranking pages in the SERPs. 

That said, because we care so much about your company and its growth at our agency, we take it a step further.

Hence, we track conversions and measure specific metrics that matter to your business.

Step 16: Content Performance & Review

Your content is now on the web and most likely generating traffic and user signups. That said, we don’t set and forget it like that.

Rather, we periodically check to confirm its performance (traffic-wise and conversion-wise) and if there’s a need, we’ll review it.

This step usually happens at least one month after we've published your content and promoted using our strategy.

Some of the tools we use to check the performance of content and see likely areas to improve include:

Step 17: Monthly Tracking Report

We won’t  leave you to track and measure things on your own. Rather, we collaborate to set up the metrics that matter for your business, track and measure them too.

At the end of each month, we provide you with a monthly tracking report showing exactly what works, areas that need improvement, and so on.


Ongoing Content Audit & Refresh

This is the final phase in our process.

Our goal here is to ensure that any piece of content we create for you, not only ranks, but stands the test of time.

That way, you can be sure of getting results consistently for your business through content marketing.

Step 18: Bi-annual Content Audit & Refreshing

Auditing and refreshing content is critical if you want to continue ranking high on Google.

While a lot of companies do not audit and refresh their old pieces of content, it is something that matters to our agency.

That’s why we audit and refresh any piece of content we’ve created every six months, as long as you remain as our client, 

Depending on the content’s performance, some of them might need minor changes, others might require major changes.

Conclusion (Plus Next Steps)

In this guide we’ve shared the exact process we follow to generate high-quality traffic and increase user signups for our SaaS clients using content marketing.

We’ve made sure to include the steps, tools, and resources that help us get the results that matter for the SaaS companies we work with.

You can also use this information to create and implement a scalable content marketing strategy for your SaaS business.

That said, if you’d like us to help with growing your SaaS company using content marketing, we can do that as well.

By working with us, you’re hiring an experienced SaaS content marketing agency to serve as an extension of your in-house marketing team.

Want to Acquire more Users and increase revenue For Your Early-stage B2B SaaS Company?

You’re in the right place.

We don't create content to fill the gap. We drive user signups and win new customers.

Full-service engagement starts at $5,000 per month.