SaaS marketers are doubling down on content, but could they be overlooking the fact that their strategies are long overdue for an update? As AI tools flood the market, PPC costs rise, and buyer behavior shifts, it’s clear that what worked yesterday may not work today. Content is still a key part of SaaS marketing, but the real question is whether it’s still delivering the returns it once did.
In this article, we’ll break down how content marketing in SaaS is evolving in 2025, why its effectiveness is shifting, and the strategies you need to implement to keep up with the changing landscape.
Is Content Marketing Still Effective in SaaS?
Content marketing in SaaS has undergone significant changes over the years, with shifts in how it’s distributed, consumed, and measured. While content remains a critical tool for many SaaS businesses, the effectiveness of content in driving ROI has become more nuanced. So, is content marketing still a reliable driver of business growth in 2025?
Content has evolved beyond the traditional blog post. Once, a well-crafted article was enough to drive traffic and generate leads, but with the rise of new platforms and the changing behavior of buyers, the content landscape has shifted. Traditional blog traffic has seen a decline, but it’s not a sign that content is losing its value. Rather, it reflects a shift in how content is distributed. While blogs are still a staple in many SaaS marketing strategies—98% of SaaS companies still maintain a blog as part of their marketing strategy—the real impact is coming from a broader, more integrated content ecosystem.
Today, 53% of SaaS marketers identify content marketing as the most impactful channel for business growth. Content isn’t going anywhere, but without adjusting to the current market trends, its potential is often underutilized. The true ROI drivers today are SEO, lead nurturing, and sales enablement.
SEO remains foundational, helping content reach the right audiences through organic search. Lead nurturing, powered by content, shortens the sales cycle by engaging prospects with the right resources at every stage of the buyer’s journey. Additionally, content has become essential for sales enablement, providing sales teams with the materials they need to educate prospects and close deals faster.
In short, while the methods and channels of distribution have evolved, content marketing remains as important as ever for SaaS companies—but success depends on how effectively it’s integrated into a holistic strategy to drive SaaS content marketing ROI.
What’s Changed in 2025
In 2025, the content landscape in SaaS has undergone a seismic shift. With the rise of AI content generation, the market is flooded with more material than ever before, but not all of it is created equal. The explosion of AI-generated content has led to a growing challenge: how do you sift through the noise to find quality? As businesses increasingly rely on AI tools to produce content, maintaining originality and substance is becoming harder—but still crucial.
In addition to the rise of AI, the combination of Google’s evolving algorithms, AI-driven content tools, and platforms like Perplexity has changed the way search engines prioritize content. This has led to a noticeable decline in search traffic from organic sources, as Google’s algorithms become more sophisticated at filtering out generic content that doesn’t provide real value to users. SaaS marketers now need to rethink SEO strategies to ensure their content stands out amidst this content saturation.
At the same time, distribution channels are shifting. Platforms like LinkedIn, newsletters, and podcasts are gaining more ground as effective ways to distribute content, offering new opportunities for direct engagement and building authority. SaaS marketers are increasingly turning to these platforms for better targeting and community building, as they allow for more personalized, niche content consumption.
Long-form blogs, once the cornerstone of content strategies, are no longer the primary go-to. Instead, video, carousels, and interactive content are taking the spotlight. These formats are designed to capture attention quickly, provide more engaging experiences, and cater to shorter attention spans. As buyers’ habits shift, these new formats are becoming the best way to grab attention and build lasting connections with potential customers.
Where Content Marketing Still Wins
Sure, content marketing is evolving, but some approaches are simply too effective to ignore. While there are plenty of new ways to get your message out, these proven strategies remain the backbone of successful SaaS marketing.
SEO moats: creating defensible, evergreen content
Even as content saturation increases, one area where content still holds immense power is in SEO. By creating evergreen content—content that remains relevant over time—you’re building an SEO moat that keeps attracting traffic long after it’s published. Evergreen content, such as comprehensive guides, FAQs, and foundational blog posts, continues to serve as the backbone for organic search strategies. These pieces build authority and rank over time, generating leads and traffic without ongoing effort, making them a smart long-term investment.
The goal is to create content that keeps delivering value, and SEO remains one of the few strategies that consistently offers steady, compounding results.
PLG support: education = faster adoption
When you’re using a Product-Led Growth (PLG) strategy, content is the bridge that connects prospects with the real value of your product. In SaaS, customers want to understand exactly how your product will solve their problems. Educational content—such as tutorials, product walkthroughs, and customer success stories—helps prospects see the value of your product before they even commit. This reduces friction in the sales process, leading to faster adoption. By focusing on helping users learn about your product through content, you encourage self-service and make it easier for prospects to move from trial to subscription.
Content plays a critical role in nurturing these leads, guiding them through their journey and demonstrating the product’s potential every step of the way.
Sales enablement: content that shortens deal cycles
Sales teams rely heavily on content to educate, persuade, and close deals faster. Sales enablement content, such as case studies, ROI calculators, product demos, and competitive comparison sheets, helps shorten deal cycles by providing prospects with the information they need at the right time. With sales teams using content to answer objections, clarify value propositions, and demonstrate ROI, SaaS companies can increase their chances of conversion.
By aligning sales with the content that directly addresses buyer pain points and questions, SaaS businesses can create a more seamless transition from marketing to sales.
Founder/exec brand: leveraging POV-led content
One of the most effective, yet often underused, forms of content in SaaS marketing is Founder/Executive brand content. When executives share their point of view (POV) on industry trends, company culture, or product vision, it humanizes the brand and builds trust with prospects. Executives are the face of the company, and their insights can resonate deeply with an audience that values authenticity and leadership. POV-led content—from blog posts and LinkedIn articles to podcasts and video interviews—helps establish the brand’s authority while driving engagement.
For SaaS companies, this kind of content not only attracts attention but also helps build a loyal following, particularly in industries where thought leadership is highly valued.
Modern SaaS Content Playbook for 2025
To drive real results in 2025, it’s essential to shift your focus from traditional content formats to more dynamic, multifaceted strategies. Here’s a breakdown of what a modern SaaS content strategy looks like:
- Don’t just blog – build content ecosystems: Rather than relying on isolated blog posts that often stand alone, shift towards creating an interconnected content ecosystem. This involves weaving together blog posts, videos, podcasts, and downloadable resources that complement and reference one another. This approach guides prospects seamlessly through the buyer’s journey, offering a continuous stream of value across multiple touchpoints. Each piece of content serves a unique purpose but works together to push prospects closer to conversion.
- Human-led + AI-assisted workflows: The future of content creation lies in a hybrid approach where human creativity and AI efficiency work together. While AI tools can help scale content production and manage repetitive tasks like data analysis or SEO optimization, human creators bring in-depth insights, emotional intelligence, and nuanced messaging that AI can’t replicate. By combining both, SaaS marketers can produce high-quality, personalized content at scale, streamlining workflows without sacrificing creativity.
- Account-based content: 1:1 and 1:few: Personalization has become non-negotiable in effective SaaS content marketing. Instead of broadcasting the same message to a wide audience, focus on delivering highly targeted content tailored to specific accounts (1:1) or a small set of similar accounts (1:few). This strategy is powerful in Account-Based Marketing (ABM) and allows you to speak directly to the pain points and goals of your most valuable prospects, strengthening your relationship with them and increasing the likelihood of conversion.
- Document-led content: PDFs, templates, “mini-courses”: Today’s SaaS buyers are looking for more than just blogs—they need actionable, in-depth resources. Create valuable content such as detailed PDFs, helpful templates, and engaging mini-courses that guide prospects through practical steps they can apply immediately. These resources not only build trust and demonstrate your expertise but also serve as lead magnets that encourage higher levels of engagement and conversion. Offering tangible, useful content also positions your brand as a thought leader in your field.
- Case content, not just case studies: Instead of sticking solely to traditional, lengthy case studies, shift to telling engaging product stories and micro-use cases that highlight specific features or success stories in a more digestible format. These stories can focus on how particular customers solved challenges using your product or how a specific feature directly contributed to their success. By framing content around real-world applications, you can make your product more relatable, showing its tangible impact rather than just providing broad, generalized success stories.
What to Rethink
While content marketing is constantly changing, many SaaS businesses are still stuck in their old ways. Now’s the time to rethink those strategies and focus on what truly drives results.
- Blog frequency obsession – why quality + distribution matter more: The days of pushing out multiple blog posts per week in the hopes of boosting traffic are over. While consistency still matters, quality has far more impact than sheer volume. Rather than fixating on the number of blog posts you publish, focus on creating fewer, higher-quality pieces that offer real value to your audience. But quality alone isn’t enough—distribution is equally important. A fantastic blog post won’t do much if it isn’t reaching the right people. Prioritize promoting your content across the right channels (social media, email, newsletters, etc.) to ensure it gets the visibility it deserves.
- SEO-only mindset – Google’s shifting rules: Relying solely on SEO as your content strategy is becoming a risky move. Google’s algorithms are constantly evolving, and what worked in the past may no longer yield the same results. The focus is shifting towards user experience, content relevancy, and E-A-T (Expertise, Authoritativeness, and Trustworthiness) rather than just keyword stuffing and backlinking. In 2025, marketers need to focus on producing content that genuinely answers user intent, is engaging, and aligns with Google’s emphasis on content quality. SEO remains crucial, but it needs to be integrated into a broader strategy, not the sole focus.
- MQL-gated whitepapers – low conversion, high bounce: The traditional MQL-gated whitepaper model is increasingly ineffective. Marketers often place high-value content behind forms, but this approach leads to high bounce rates and low conversion rates. While whitepapers can still be useful, gating them is becoming less appealing to modern buyers. Instead of relying on form-based downloads, consider offering content freely and using other methods (such as email nurturing or interactive content) to build relationships with prospects. Providing more immediate access to content creates trust and positions your brand as helpful rather than sales-driven.
- “Spray and pray” content calendars: The “spray and pray” content strategy—pushing out content on every platform without a clear focus—no longer works. Posting for the sake of posting often leads to scattered efforts and diminished returns. In 2025, content needs to be more targeted and purposeful. Instead of churning out posts across a dozen platforms, take the time to develop a strategic content calendar that aligns with your target audience’s behaviors, interests, and pain points. Focus on fewer, more impactful posts that resonate with your audience and drive real engagement.
Alternatives and Complements to Traditional Content
Content marketing isn’t what it used to be, and relying on traditional formats won’t get you very far in 2025. It’s time to embrace new strategies that complement or even replace the old, tapping into innovative ways to reach and engage prospects. Here’s a look at some of the most effective alternatives:
Founder-led media (LinkedIn, podcasts)
In the crowded SaaS space, founder-led media is one of the most effective ways to connect with an audience on a personal level. When founders share their own perspectives, experiences, and insights on platforms like LinkedIn or through podcasts, it humanizes the brand and builds trust. Audiences are increasingly drawn to authentic, thought-provoking content led by company leaders. By speaking directly to prospects and customers, founders can foster deeper connections and showcase their expertise in a way that feels genuine and engaging.
Community and events
Building and nurturing a community around your SaaS product is a must in 2025. Whether it’s through online communities or in-person events, offering spaces for customers and prospects to interact, share ideas, and solve problems builds loyalty and trust. Hosting webinars, meetups, or virtual events allows you to position your brand as a leader in your space while directly engaging with your audience. These opportunities to connect in real time help form stronger relationships, making your brand memorable and deeply integrated into your customers’ journeys.
H3: Interactive demos + tools
Instead of relying solely on written content, interactive demos and tools allow prospects to experience your product firsthand. This approach helps potential customers understand exactly how your product solves their pain points, leading to faster adoption and better-qualified leads. Tools like product walkthroughs, calculators, or configurators offer immediate value and personalized experiences, encouraging prospects to engage more deeply with your brand.
H3: Partnerships & co-marketing
In 2025, it’s crucial to leverage partnerships and co-marketing to extend the reach of your content. By teaming up with complementary SaaS businesses or influencers in your space, you can co-create content that reaches a wider audience. This might include joint webinars, guest blog posts, or co-hosted events. By pooling resources and audiences, both parties benefit from increased visibility and can offer more comprehensive solutions to their shared target market.
H3: Influencer and employee advocacy
Influencers and employee advocates are powerful allies in the world of SaaS marketing. Encouraging your employees to share content, insights, and product experiences helps humanize your brand and expand your reach. At the same time, partnering with industry influencers to promote your product or share their perspective on your solutions increases credibility and trust. These advocates act as third-party validators, making your brand more approachable and authentic to potential customers.
How Leading SaaS Companies Are Approaching Content in 2025
SaaS companies that are truly excelling in content this year are doing things a little differently. They’re adapting, experimenting, and doubling down on what works. Here’s a peek into how they’re approaching content:
- HubSpot: leveraging AI for personalization and automation
HubSpot is a long-time leader in inbound marketing, and in 2025, they’re blending AI with their content strategy to deliver more targeted and useful content. By using AI to dig into user data, HubSpot tailors their content to hit exactly where their audience’s interests lie. This shift not only makes their messaging more spot-on, but it also lets them produce content faster, freeing up their team to focus on creative, high-value strategies.
- Notion: leaning into product storytelling
Notion, a rapidly growing SaaS platform for note-taking and collaboration, has shifted its content strategy towards product storytelling. Rather than focusing solely on product features, Notion creates stories that demonstrate how real users are solving their unique challenges using the platform. By focusing on the transformative power of the product, Notion engages prospects on a deeper, emotional level.
- UserPilot: interactive, personalized demos
UserPilot, a SaaS company focused on user onboarding, has completely reimagined its content strategy by integrating interactive, personalized demos into its content offering. Instead of static blog posts or case studies, UserPilot offers prospects the chance to interact directly with their platform through custom-tailored demos. This hands-on approach allows prospects to experience the product in real-time, leading to higher engagement and conversion rates.
Conclusion: Is Content Still Worth It?
Yes, but it’s not the same as before.
Content today is a long-term, multi-functional asset that goes beyond just blogs or whitepapers. It’s still a powerful tool—but only if you adapt to how things have changed. When done right, content continues to compound and deliver value over time.
Want help evolving your SaaS content strategy? Contact us and let’s talk.
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