Producing high-quality content remains essential for many brands and businesses trying to reach their online audience and convert them into recurring users. For SaaS brands, digital channels are typically the only way to generate a client base consistently. Unlike traditional businesses that can demonstrate physical products, SaaS becomes a different story. Without a tangible product to showcase, one can rely only on the digital medium to promote their SaaS offerings.
In this guide, we aim to answer the question, βWhat is SaaS content creation?β and cover everything from content marketing plan creation and briefing process to SEO optimization to choosing the right formats β to help you find the mix that suits your current needs best. π€
Summary
- Establishing content goals and audience
- Planning content creation strategy for SaaS
- How to choose the content type for your business needs
- SaaS content creation workflow: handy tips
- Best practices of producing content for SaaS
- How Blue Carrot can help your business
- Summing up
Establishing content goals and audience
To design effective content, we recommend starting by understanding who your audience is. To identify your target audience, begin by conducting surveys, interviews, and gathering customer feedback, as well as tracking behavior. Identify pain points and interests to understand which factors will influence user decisions.
For SaaS companies, content goals typically include lead generation, increasing brand awareness, and enhancing user retention. If you aim to boost leads with your content, focus on SEO-optimized blog posts, case studies, and βgatedβ content β the one users can access after completing a specific action (leaving an email address, for example).
To increase brand awareness, use social media and video marketing, including promotional videos. To retain your user for longer, consider using tutorial videos, email newsletters, or branded content.
Planning content creation strategy for SaaSΒ
π Evaluate existing content
Before creating SaaS content, itβs a good idea to assess what you already have. Conduct a content audit to identify a) high-performing content assets, b) outdated information about your SaaS product, and c) potential gaps in your strategy. Begin by analyzing key metrics, including traffic, engagement, and conversions, to assess the performance of each type of content. Understanding your contentβs strengths and weaknesses helps optimize future efforts, thereby channeling your time and resources into the most effective types of media.Β
π Align content production with business objectives
Your SaaS content strategy, and therefore the production, should all directly support your business objectives. You need to understand what you want to achieve with your SaaS content in the first place β increase LTV, improve retention, or drive brand awareness. At the very beginning, itβs best to start by setting short- and long-term objectives, then align your content topics, formats, and other elements with this plan.
π Develop detailed buyer personas
Creating detailed buyer personas is essential for producing βrelatableβ content. Understand who the ideal buyer of your SaaS product is β their industry, job role, pain points, goals, etc. A well-defined buyer persona will help tailor the content to specific audience segments.
For example, a CTO might prefer in-depth technical guides, while a CMO may be more interested in case studies, ROI-focused materials, and testimonials. Understanding their challenges enables you to create targeted pieces of content, explainer videos, and promo ads that address their specific needs.
π Establish measurable KPIs
To measure the effectiveness of your SaaS content, itβs better to have concrete KPIs. Basically, for each type of your goal (lead generation, conversion rate optimization, user retention, etc.), you should define key performance indicator(s). For example, if this is your marketing ad, common KPIs would include video views, watch time, video completion rate, CTR, link clicks, conversions, and so on.
π Brainstorm content ideas and the right topics
There are several ways you can source ideas for your SaaS content. The first step is to look into your potential userβs pain points, questions, or challenges they encounter. By doing so, you can uncover relevant topics to discuss in your media. Another approach is to study your competitorsβ content to identify potential gaps or areas where you can offer more expertise.Β
You can also study industry trends with tools like Google Trends, BuzzSumo, or industry-specific reports to see whatβs trending. All these approaches can provide you with direct insight into what your audience is most interested in at the moment.Β
π Plan and schedule SaaS content production
To produce visual and interactive SaaS content, you need to clearly understand who, how, and when delivers what. When it comes to video production, itβs better to have a trusted team of professionals who can deliver content on time that aligns with your objectives. For this, you can either assemble an in-house team or hire outsourced experts. Establishing a realistic publishing schedule based on your teamβs capacity is another crucial factor, whether itβs weekly, bi-monthly, or monthly outputs.
How to choose the content type for your business needs
Choosing the right content type for your SaaS product depends on the needs of your business. Different formats serve different purposes, so aligning them with your objectives will help produce maximum impact.
For example, blog posts and articles work well for organic traffic; explainer videos and demos are perfect for educating potential customers and simplifying complex features of your SaaS product; case studies effectively showcase real-world results and in-depth research, making them valuable for decision-makers.
Webinars and podcasts will help engage with audiences, while social media posts and ads are a must for brand awareness and audience interaction. The ideal approach is to mix different formats strategically based on the audienceβs preferences and their stage in the buying journey.
SaaS content creation workflow: handy tips
Structuring and optimizing your content creation for SaaS is crucial to ensure the efficiency, consistency, and effectiveness of the results. Here are a few tips that can help:Β
π Centralize content planning β by using Content Management Systems (CMS) or dedicated software, you can streamline your entire production process and establish effective collaboration within your team. Use CMS to upload, edit, organize, and schedule your content rollouts.Β
π Optimize for SEO β search engine optimization is necessary for increasing the visibility of your website. Research keywords that are relevant to your SaaS niche and incorporate those in your meta descriptions, build a high-quality backlink base, and check what SEO tactics in terms of keywords and content/website structure your competitors are using at the moment. There are numerous best practices you can use to enhance rankings, drive organic traffic, and improve customer engagement.
π Incorporate content briefs β clear, concise content briefs will help guide writers, designers, animators, illustrators, and SaaS content strategists to better understand your vision for the content and align everything they do with the brand voice. At Blue Carrot, the briefing is the crucial stage of our production process that helps better understand clientsβ needs and ensure that the output result fully matches the expectations. More about why content briefing is important read in this article.
π Prioritize quality over quantity β while volume (read consistency) matters, high-quality content will drive better engagements, trust, and, thus, conversions. We recommend focusing on well-researched and insightful pieces of information rather than churning out low-impact ads that are created solely to fill a content calendar β without a proper understanding of βwhat are we doing this for in the first place?β
Best practices of producing content for SaaS
As a professional video production studio, weβll discuss the area in which we have the most significant expertise and the one that works for us βΒ video production. However, the tips below can be applied universally and adopted for other types of content as well.
π Create content for different stages of the buyerβs journey
Designing content that aligns with different stages of the buyerβs journey is key, not limited to SaaS content marketing only. Awareness-stage content allows you to attract potential customers by addressing their βpainβ points β in the video production industry, these can be promo videos or e-learning content.
At the interest-stage, you educate leads on the value of your solution β explainer videos would work well here. The decision-stage content may include tutorials, demos, and customer testimonial videos, helping to convert prospects into customers. To further maximize the effectiveness of your content marketing funnel, focus on the loyalty stage, where you convert one-time buyers into returning customers by offering onboarding videos, branded content, and other relevant resources.
π Demonstrate real-world cases and success stories
Showcasing customer success stories, case studies, and real-world applications of your SaaS product is one of the most effective tactics to build credibility. These can be testimonial videos that highlight how companies have used your offering and how it helped them solve a specific problem, improve efficiency, etc.Β
You may include direct quotes, before-and-after info, or highlight specific challenges that your customers overcame. This will help viewers visualize themselves in the story and understand how your software will help them.
π Incorporate videos into your strategy
Videos remain one of the most effective content formats for customer engagement. According to statistics (Adavelli Muninder. 23+ Video Marketing Statistics You Cannot Miss in 2025. TechJury.Β 2019), 79% of customers prefer watching a video over reading when learning about a product. Meanwhile, 90% of customers also say (Knupp Daria. Video Marketing in 2024: Trends and Statistics You Canβt Afford to Ignore – Personify. Personify. 2023) that videos help them make purchasing decisions.Β
From product demos to customer testimonials, video content can enhance every stage of the customer journey. This becomes especially important when discussing intangible digital products, such as SaaS, where you need to find a way to present your product in an understandable manner and ensure that you maintain this clarity throughout the entire sales funnel. Thus, SaaS video marketing production is the best approach here.
π Update and repurpose existing content
Another way to boost your SaaS content strategy is by updating and repurposing your existing materials. Your SaaS product may evolve rapidly, with new features, modules, and integrations emerging. Therefore, revisiting older blog posts, guides, demos, and other resources ensures they remain relevant and valuable.
Repurposing content is another method of audience targeting. Suppose you have an explainer video going over the features of your product. In that case, with some level of editing (at times, it can be a minor one), you can repurpose it for your social media (as a shorter video ad) or e-mail campaigns. And if you have all the video assets at hand, your production team can create entirely new content by reusing them.Β
π Measure performance and refine further strategies
As we mentioned earlier, tracking your content performance metrics is crucial if you want to make them help you reach your set objectives. Aside from that, identifying high-performing content can help you replicate what works best and utilize it further. If certain pieces underperform, you can try adjusting messaging or experimenting with different formats, narratives, etc.
You can also opt for A/B testing, where, for example, a single video ad comes with slightly different voiceovers or even visuals (if you have all assets to do the editing). A great idea here would be creating a feedback loop that gathers insights from your team and users and uses them to further refine your SaaS content production process.
How Blue Carrot can help your business
Supplyframe
Supplyframe, a global tech company from Los Angeles, reached out to us to create an explainer video for their Shift Left product. The goal was to showcase its benefits and explain how the tool helps reduce engineering risks and lower hardware production costs.
Given the subject complexity, the video had to be engaging for a general audience while also appearing professional for engineers and tech stakeholders. We produced a 2D motion graphics video, aligning it with the V/O provided by the client, and integrated live footage to make it look less formal. The result was a high-tech, visually cohesive video that could be used for social media, website, and the clientβs marketing activities, among others.
Nitro XP
With complex digital solutions, itβs always a challenge to make a video both engaging and easy to understand at the same time. The 2D motion graphics explainer video we created for Nitro XP, a tech company, showcases the benefits of their online financial app builder.Β
For this video, we opted for a simple storytelling approach, friendly characters, and a warm color palette β to appeal to both startups and fintech newcomers. The explainer video highlights Nitro XPβs easy-to-use customization features, addressing common industry challenges like time-consuming coding. Produced in six weeks, the video served as a versatile marketing asset across different sales funnel stages, helping Nitro XP communicate product value to potential customers.
Summing up
Content is the cornerstone of any successful marketing strategy, whether for SaaS or other types of business. In the case of SaaS, however, you need to approach the selection of media more carefully, as the offering is an intangible one that your audience cannot physically experience in an offline store. Therefore, we recommend selecting SaaS content types that offer the best visibility for your product.
At Blue Carrot, weβve been delivering professional videos for 10+ years for brands all around the world, and the SaaS field is no exception. Our team has all the necessary expertise to get your video content production for SaaS up and running on time and within budget. Contact us in a manner that is convenient to you, and letβs explore how we can assist you!
