Creating a Content Strategy for a B2B SaaS Startup (Free Template Inside)

Content without strategy is just noise — and B2B buyers are already drowning in it.

If you’re building or marketing a SaaS product, you’ve likely been told to publish blogs, send emails, post on LinkedIn, and crank out case studies.

But what should you publish? Who is it for? Why does it matter?

That’s where content strategy comes in. It’s not about doing more — it’s about doing the right things, in the right format, for the right people.

In this post, I’ll share the exact content strategy framework I use when writing for early-stage SaaS startups or B2B clients. And yes — you can download the template.


🔧 The B2B SaaS Content Strategy Framework

This framework is designed to answer five core questions:

1. Who Are You Talking To? (Buyer Personas)

Skip the demographics. Focus on:

  • What problems they’re trying to solve

  • What they already know (or don’t)

  • What they’re afraid of or stuck on

For example:

RevOps Lead at a Series A startup

  • Needs: clean pipeline reporting
  • Pain: dirty CRM data, no forecasting clarity
  • Content sweet spot: thought leadership + practical how-tos

 2. What Is Their Buying Journey?

Map content to the decision-making stages:

Stage Goal Content Type
Awareness     Identify the problem     Blog, Social, Video
Consideration     Explore solutions     Case Study, Email
Decision     Pick a tool     Demo, Feature Page

3. What Are Your Pillar Themes?

This is your messaging territory — the 3–5 core ideas you want to be known for.

Example for a SaaS sales platform:

  • Selling smarter, not harder

  • CRM hygiene & forecasting

  • Sales rep productivity

  • Tech stack integration

Every piece of content should anchor to one of these.

4. What Content Should You Create (Now vs Later)?

Start lean. Use the MVP content stack:

  • 3 blog posts (pain-point focused)

  • 1 case study (real or spec)

  • 1 email nurture sequence

  • 1 LinkedIn content series (thought leadership)

Build consistency before scaling volume.

5. What Does Success Look Like?

Don’t just track traffic.

Track:

  • Time on page

  • Demo conversions

  • Lead quality

  • Pipeline movement


📥 Free Download: Strategy Template

Want to build your own content roadmap using this structure?

📄 → Click here to download the free template


✍️ Final Thought

Most B2B content fails not because it’s poorly written — but because it’s written in isolation. When your strategy is clear, your copy becomes sharper, more consistent, and more effective.

Whether you're launching your first SaaS tool or refreshing an existing content engine, a simple, solid strategy can save you months of waste.

And if you’d prefer someone to build and execute that plan for you — I know a guy 😉

Comments

Post a Comment

Popular posts from this blog

Ghostwriting for Founders: What I’ve Learned

 It doesn’t sound like me. That’s the one thing you never want to hear as a ghostwriter. Writing on behalf of a founder — whether it's a LinkedIn post, a keynote script, or a thought leadership piece — requires more than good writing. It demands empathy, adaptability, and an ear for nuance. Over the past few years, I’ve helped several founders and C-level execs articulate their vision, opinions, and brand — without ever putting my name on it. Here’s what I’ve learned. 🔍 1. Voice Matters More Than Vocabulary When ghostwriting, your job is to disappear into their voice. That doesn’t just mean using their favorite words — it means understanding: How they structure arguments When they use humour or restraint What tone they’d use with customers vs investors vs staff I spend time listening to past interviews, reviewing internal comms, or sitting in on calls to absorb their cadence , not just their content. 💭 2. You Need to Extract the Gold Most founders are too bu...
Read more

Why B2B Copywriting Needs More Bold Ideas (Not Just Jargon)

B2B doesn’t have to mean ‘Boring 2 Boring.’ This is something I often remind clients when we’re knee-deep in messaging for SaaS products, fintech platforms, or cloud infrastructure services. Because somewhere along the way, B2B content started trading creativity for credibility – and it shows. Technical doesn’t have to be tedious. Strategic doesn’t have to be sterile. And just because your audience is a CTO or procurement lead doesn’t mean they don’t appreciate compelling, human-centred storytelling. 🧠 The Real Problem: Safe, Sanitised Language Open up the average B2B landing page and you’ll likely see: "Robust end-to-end solutions" "Industry-leading optimization framework" "Empowering digital transformation" These phrases could belong to any company in any industry. They sound polished, sure – but they don’t say much. The result? Messaging that fades into the background. And in a competitive market where everyone is pushing content, fading i...
Read more