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12 SaaS Demo Mistakes to Avoid in 2025

Launching or selling a SaaS product in 2025? Don’t let a weak demo cost you your next customer.

📉 Outdated UI 📉 Feature overload 📉 No personalization 📉 Skipping discovery 📉 Tech glitches

✅ Learn how to deliver smooth, effective, and high-converting demos that wow your prospects!

👉 Read now: https://demodazzle.com/blog/saas-demo-mistakes-2025 📌 Save this if you're building or selling SaaS!

How To Create A Content Marketing Strategy For Your SaaS Business

Whether you're starting conversations that engage your target audience, sharing information that positions your SaaS business as an industry leader, or simply drumming up business for your SaaS product, you need an effective SaaS content marketing strategy.

Why you may ask?

Because 63% of customers cite web pages during their evaluation process. And on the average, companies that blog receive 434% more indexed pages. If, on an industry-wide scale, you have nearly 10 times more leads from long form blog posts than short ones, then content marketing is a priority if you want to grow your SaaS business long term.

In this guide, we'll discuss SaaS content marketing strategy. And by the end, you'll know what content strategy is, why you need one and when to apply it. Then you'll get a step-by-step process of creating a content strategy unique to your SaaS business.

Defining SaaS Content Strategy

If you don't understand content strategy, we'll explain what it is before we get to the why and when.

So what is content strategy?

Content strategy is simply all the content processes a business employs to get prospects to buy their product or service. There's

#Audience Research

#Business Model

#Content Ideation

#Media Platforms

#Content Creation

#Distribution &

#Evaluation

And as a SaaS business owner, SaaS content strategy is simply a content strategy that accounts for your SaaS business model.

SaaS companies like Canva, Buffer and HubSpot have executed robust content marketing strategies that have scaled their lead generation and subscription efforts.

Specifically, Grammarly has a blog that educates their readers on writing styles and technique. Their blog has over 100,000 subscribers and their content has over 5 million views.

These readers get freemium access to their editing tool. They number 30 million users. And a good number of these readers end up paying for their editing software.

As a SaaS business owner, you can aim for similar success, cheap and exponential business growth, with an effective SaaS content strategy.

Benefit Of SaaS Content Strategy

Focus stands out amongst content strategy benefits like exponential growth and cheap lead generation. Joe Pulizzi stressed the importance of content strategy and expanded on focus as a SaaS content strategy benefit when he said this…

"We need to create a business strategy for our content. That means saying no to many channels and content types, and focus on where we can build an asset, an audience, overtime."

- Joe Pulizzi

A good SaaS content strategy saves time and energy that would otherwise be spent talking to the void. Strategy quickly gets you closer to what works. By studying your target market, you discover not just what to say, but where and when to say it.

Let's take HubSpot for instance here.

HubSpot's blog posts are comprehensive guides to unlock business growth via sales and marketing. Their blog content has a strong bias towards explaining theories and practices. But on their Instagram page, we observe something different. Content is more conversational and personable. Learning takes a back seat to experience and entertainment.

Their blog readers and Instagram followers are different. And even when these audiences overlap, we see different attitudes for different platforms. And in this case, the same lead is in a different mindset depending on which platform they consume HubSpot's content.

We can see that HubSpot's approach to content creation and distribution considers platform culture when talking about the same topics. These content strategy insights come from studying market behavior on search engines and different social media platforms.

So now they don't have to work mindlessly. They have knowledge and a plan on how to use relevant content to generate leads and sales.

This is the process of creating a content strategy and you can do the same for your SaaS business.

When To Use SaaS Content Strategy

From time to time, I find founders and aspiring entrepreneurs asking when to use content strategy in their business.

My answer?

Start as soon as you can. In fact, you should have started yesterday even if you don't have a product or market. Surprised? Let me explain.

Early Stage SaaS Companies

You see, a content strategy is valuable because of what it makes you do. You can't have a strategy to engage a market if you first don't know your core service or product, and who would need your offer.

Say you're a digital marketer helping e-commerce stores increase website traffic. And you hope to sell software services to e-commerce store owners in the future. You could use a content strategy where you document your process of helping e-commerce websites grow their traffic.

Now you're engaging your market while figuring out other problems they may have that would be worth a SaaS tool. Before UberSuggest, Neil Patel ran his digital marketing blog for many years. He offered educational content to digital marketers and online entrepreneurs on how to grow their businesses. Now his SaaS tool, UberSuggest, helps entrepreneurs with keywords for their content marketing efforts.

Established SaaS Companies

On the other hand, established SaaS businesses can improve the value of their business by having another option to generate leads and sales. Outbound processes like cold calling and emailing can be effective and sustainable. But adding inbound processes like content marketing to the mix increase lead gen options and strengthens outbound processes too.

Regardless of where you are in your SaaS journey, creating a good SaaS content strategy keeps you in touch with your product and market.

Now having understood what a SaaS content strategy is and can do, let's get into the weeds of creating one.

Defining Your Market

All effective SaaS content strategy starts out with a defined market. As a SaaS business owner, ask yourself these questions…

Who needs what you sell?

Why do they have this need?

What would they feel like when said need is satisfied?

What else do they do outside finding said satisfaction?

These questions give you an opportunity to understand your market. Say you sell business software to freelance writers and content creators. Freelance writers and content creators need high paying clients and commercial success with their audience respectively.

But is that all?

It isn't. Dig deeper.

For a freelance writer, higher paying clients mean

Reduced Anxiety

Meaningful Work &

Time Freedom

And for the content creator, a profitable product they own means

Income Stability

Creative Freedom &

Work Satisfaction

As an owner of your business software, you now know what your editing or invoice software actually means to your market. You know their needs and what they'll feel like when satisfied.

So it's time to find them.

SaaS Content Strategy Platforms

We've answered the above questions for your hypothetical software business except for what content creators and freelance writers do outside their core jobs.

Answering the last question brings up more questions…

Do they consume business content from online gurus?

Do they take courses from fellow writers and bloggers?

What about search and social groups where they interact with fellow content creators and freelancers?

Remember, we're trying to find out their hangout spots online. So wherever they spend their time online is a potential content strategy platform. Content strategy platforms are places that shape your tone and approach to creating engaging content that converts prospects.

You can speak with your customers to get an idea of how they spend their online hours when they're not working. Of course you can't go around asking awkward questions like

'Where do you spend your time online?'.

Instead, you can say something like

'What's your most inspiring piece of educational content in the last 2 months?'

'Who's making content that gets you excited?'

'What obstacles do you face that often hinder your productivity?' (By the way, whoever is offering courses or creating content to solve that problem is a potential content strategy platform.)

Get a list of these content strategy platforms and go to work studying your market. You'll find yourself in reddit channels, comment sections of Instagram accounts and YouTube channels. You'll pick up Twitter trends and read blog comments.

Before long, the picture of your market becomes clear. You'll be full of content and distribution ideas for your content marketing campaign. Your SEO keyword search would be much more robust instead of staring at keyword software charts with frustration.

Back to our hypothetical software business. Your market research would take you to content strategy platforms like Ali Abdaal, Dan Koe, Zulie Rane, Gary Vee and Roberto Blake. These creators serve the typical content creator and freelance writer. Observe how they talk and what they talk about in the comment sections of these influencer accounts.

Now you know exactly what your market wants and you know how to create content for them.

It's time to engage and convert.

Engaging And Converting Your Audience

Many SaaS companies get it right up to this point but skid off track at this crucial bend. They lose because they want to engage their prospects on the company's terms. Don't make that mistake.

Remember our earlier conversation about HubSpot's approach to their blog and Instagram accounts?

Good.

They observed that business owners on search engines such as Google, have search intent to learn about new information and products to solve business problems. So HubSpot's blog attracts them with big prominent blog titles and small author bylines.

Blog Titles

Picture of HubSpot's SERP

Blog Titles and Author Bylines

Picture of HubSpot's Blog Post

You get the sense that it's ideas first before people. On the other hand, business owners and professionals who want to unwind while being social on Instagram, dictate HubSpot's Instagram approach to content creation. Here, social interaction and entertainment are priority over ideas and education.

Personality Over Theory

Picture of HubSpot's Instagram account

It's not enough to create content, you have to do so native to each platform. This is where strategy bleeds into tactics. Let's talk team building.

Building A Content Team

Having understood what it takes to create a practical SaaS content strategy, it's time to roll up your sleeves and get to tactics. You could start solo but at some point, you'd need to build a team.

We'll examine 4 factors that determine the success of your team. They're

Vision

Roles

Collaboration &

Accountability

We'll begin with vision.

Vision

Your vision is volume and creativity. You have a SaaS content strategy and ideas to engage your prospects. But to get results, you need to create and distribute as much content as possible.

We're talking 20-30 social media posts daily with at least 3-10 social engagements per post. Write blog posts, record podcasts and YouTube videos on a daily basis. Repurpose your long form posts for social. You want to find what sticks.

This is hard work but that's the real secret to content marketing success.

Especially at the beginning, you have to find out what actually works. So volume and creativity is the vision when hiring a content marketing team. At such volume, in 3-5 years, you'll evaluate content activity and do more of what engages your market. And consistent sales roll in.

There are no shortcuts to this game. It's not a sprint or a marathon, it's both. The long hard road is the easiest and shortest one. Get to work. As entrepreneurs, we instinctively understand that outbound processes like cold calling are a numbers game but we don't apply it to content marketing.

There are so many intangible content marketing skills that can only be mastered via the fire hose approach. So when building your content marketing team, your overarching vision is that big is better.

Roles

You want big and better, so it's time to get you a content marketing team who can achieve your goals. I'd say that there are 3 major content marketing roles.

Director

Manager &

Creative

When you were creating your content marketing strategy for your hypothetical SaaS company, you played the director role. In addition to setting the vision for content strategy, a director of content analyses and adjusts content efforts to achieve customer and company goals.

The manager is in charge of content production and adjacent processes. They hire creatives, supervise them and build systems that guarantee the right flow of content creation and distribution.

Creatives create content assets, engage with professionals within your business and prospects via content strategy platforms. They also collaborate with both manager and director to improve their creative processes.

Collaboration

Team collaboration with each other and the larger organization decides success. On the director level, they have to find a balance between customer satisfaction and company goals.

When creating a content strategy, these 2 criteria guide the content strategy process. Many times, the director is the link between C-suite and the content marketing branch of the company.

The manager, in many ways, is the middleman. They make strategy, from the director, and tactics from creatives, align. Giving strategy legs, and tactics direction, leads to a successful conveyor belt of content assets and development of customer-company relationships.

Creatives who collaborate effectively with their managers, get to do meaningful and result-driven work.

Accountability

Accountability is probably the only way to see through projects. We'll look at 3 ways to hold both you and the team accountable for your roles.

I. Set Realistic Goals

At the beginning you want the team to start with small achievable goals. A social media content creator who hasn't done more than 5 posts a day shouldn't start their first day on the job creating 30 social media posts daily.

II. Set General Guidelines And Standards

Something as simple as adequate communication during work hours should be basic. Team chats and emails shouldn't be left unattended for 3 days without prior notification of a new development. Team members should attend meetings.

III. Assign Specific Tasks To Individual

A good example here would be creatives being in charge of content creation and distribution. They're not responsible for engagement results. That's the responsibility of the manager and director.

Conclusion

As we draw this guide to a close, it's important to note that content marketing strategy will always be worth its business results. And since ever-changing markets affect business results, you'll always have to evaluate your tactics and strategy.

At the beginning of your content marketing efforts, a strategy, content schedule and distribution map, should be the goal. It isn't about the number of views as it's about the number of content pieces you create. And that's why volume is important.

A year or 2 into this flurry of activity, all content strategy platforms would show noticeable patterns of engagement. Some content pieces would have more engagement than others. This is where evaluation comes in.

Ditch what doesn't work and do more of what does. Scaling what works at this point would grow views and traffic. Just as we discussed, content marketing strategy is the first in a series of steps to generate leads and sales for your business.

If you have further questions about SaaS content strategy or content marketing in general, leave a comment below and it'll be addressed.

#saas technology #artificial intelligence #saas software #saas solutions #content strategy

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