Learn B2B SaaS Marketing

Top 18 Content Marketing Services for SaaS in 2024

by 

Lauren O'Bryan

Last updated: September 23rd, 2024

As the SaaS industry continues to expand, so does the need for robust content marketing strategies that can effectively capture and retain customer interest. As a highly competitive niche with often complex products and long sales cycles, B2B SaaS companies are looking for cost-effective ways to establish authority, generate leads, and build lasting customer relationships. Content marketing provides that avenue.

In this article, we’ll explore the key benefits of content marketing for SaaS businesses and how to do it right. We’ll also highlight the best agencies offering exceptional content marketing services in 2024, but first, let’s briefly cover some essentials that’ll help you choose the right agency for your needs.

What is Content Marketing?

Content marketing involves strategically creating and distributing content to promote a product or brand, ultimately aiming to increase conversion rates. This content can include everything from blog posts, social media posts, infographics, and whitepapers to videos, podcasts, webinars, and more.

What Are the Benefits of Content Marketing?

Content marketing offers numerous benefits, and the statistics for 2024 confirm this. Over half of all businesses plan to increase their content marketing budget in 2024 while those that have developed a content marketing strategy report up to a 400% increase in lead generation growth.

Lead Generation

Creating valuable and informative content that addresses a target audience’s pain points, answers questions, and offers solutions ultimately encourages prospects to subscribe to a mailing list or engage with lead magnets. High-quality content and effective SEO increase organic traffic, placing your product in front of more potential leads. This approach generates right-fit leads and nurtures them through the marketing funnel to the point of conversion.

Builds Authority

Relationship building is crucial in B2B SaaS because customers take longer to make purchasing decisions. Businesses can share expertise and advice through white papers, case studies, blogs, or webinars. This content is not only educational but positions a brand as a reliable source of information and solutions that customers can turn to. Over time, this trust develops, and leads are more likely to consider purchasing a product from a business they trust.

Improved SEO

Given that content can be crafted with search engines in mind, content marketing is very effective at boosting SEO. Well-optimized pages that are easy for search engines to crawl and index tend to rank higher in search engine results pages (SERPs), attracting high-quality organic traffic. Regularly updating content signals to search engines that a site is active and relevant, which can further boost its authority. In addition, valuable content is more likely to be shared and linked to by other websites, enhancing backlinks, which are a critical factor in SEO.

Cost-Effective

Content marketing is essentially a cost-effective advertising method. It attracts and engages the target audience, often at a lower cost compared to traditional advertising methods. Unlike paid ads that require ongoing investment for visibility, content marketing leverages organic reach through search engines and social media, generating sustainable long-term traffic. In addition, high-quality content can be repurposed across various platforms and formats, maximizing the value of each piece of content.

However, when starting content marketing, businesses must overcome one hurdle: time management. Developing a content marketing strategy, implementing it, and creating content can be very time-consuming. Luckily, there are solutions to manage this effectively.

Key Components of Effective B2B SaaS Content Marketing

Effective B2B SaaS content marketing relies on several crucial elements that work together to attract, engage, and convert your target audience. Understanding and implementing these components is essential for creating a successful content marketing strategy.

Valuable High-Quality Content

The foundation of effective content marketing lies in having a well-defined target audience and a clear, purposeful content strategy. Once you’ve gathered this crucial information through comprehensive audience research, you can create content that resonates with your potential customers and drives meaningful engagement.

SEO Optimization

SEO is crucial for improving visibility and driving organic traffic. Without proper SEO, even the most well-crafted content may go unnoticed in the vast digital landscape. This involves selecting and incorporating relevant keywords that your target audience is likely to use when searching for solutions. However, effective SEO goes beyond keywords. It also involves improving user experience by ensuring your content is easily navigable and loads quickly.

By integrating SEO best practices into your content marketing strategy, you not only increase your chances of being found in search results but also enhance user engagement.

Wide-Ranging Promotion

Content promotion is the final component that will boost your content to success. It’s important to recognize that different marketing channels attract different audience segments. Therefore, a multi-channel promotion strategy is often most effective.

One approach is to adapt existing content for republishing on various platforms. This could involve transforming a blog post into an infographic for social media or a video for YouTube. Alternatively, you might create unique content tailored to specific channels to reach different audience segments more effectively.

Why Use a Content Marketing Service?

Research has shown that 57% of B2B businesses engage a marketing agency for either some or all of their content marketing needs. Here are the key reasons for this.

Expertise and specialization: B2B SaaS businesses often turn to content marketing services because they provide specialized expertise that may not be available in-house, like creating and promoting content tailored to specific industries, including B2B SaaS. They understand the nuances and complexities of the market and can create content that resonates with the target audience.

Resource efficiency and scalability: Utilizing an external service also allows businesses to implement and scale their content marketing efforts more rapidly than hiring in-house talent.

Consistency and quality: An agency has a reputation to uphold and, as a result, will ensure quality and consistency. They can leverage specialized expertise and a dedicated team who will focus on maintaining high standards.

Data-driven insights: An agency will crunch the data and analyze the results, giving you the insights you need to improve your content strategy further.

Fresh perspective: In addition, a content marketing agency can bring a fresh perspective by offering new creative approaches or uncovering new opportunities that in-house teams may have overlooked.

Why Do You Need a Specialized Content Marketing Strategy?

A specialized B2B SaaS content marketing strategy will align your content creation efforts with your business objectives, ensuring that every piece of content serves a specific purpose in your customer’s journey. This tailored approach allows for the creation of in-depth, technical content that educates potential customers about your product’s features and benefits, while also establishing your brand as a thought leader in the industry.

Moreover, a well-executed content strategy enables better resource allocation, consistent messaging across all channels, and more accurate measurement of marketing ROI. By partnering with experienced SaaS content marketing agencies or developing in-house expertise, companies can create a content ecosystem that not only attracts new customers but also supports customer retention and expansion, ultimately driving sustainable growth in the SaaS market.

The Best Content Marketing Services

We have thoroughly researched and identified the top content marketing services available for B2B SaaS businesses.

Powered By Search

Powered by Search is a specialized B2B SaaS marketing agency primarily focused on content marketing that drives an increase in demos and trials. By developing and nurturing customer relationships through the sales funnel to the point of signing up for a demo, we make it easier for prospects to convert into paying customers.

Our services range from a full-suite marketing service that takes over all content marketing requirements to providing leadership and oversight to your existing marketing team. We have been involved in the B2B SaaS niche since 2009, so we have a wealth of experience, a proven track record, and plenty of satisfied customers to back this up.

Do They Specialize?

We only work with B2B SaaS clients and have a team of skilled marketers with the right expertise for the task.

How is Internal Team Health?

The Powered by Search team is fully remote and has grown slightly in the last six months, but nothing that would suggest major restructuring.

Accelerate Agency

Accelerate is a team of digital marketers with a strong focus on content and SEO. Over the years, they have fine-tuned their SEO expertise and reliably produce outstanding results for their clients. They work closely with clients to develop customized content marketing strategies and incorporate link-building services when necessary.

Do They Specialize?

Accelerate specializes in B2B SaaS and some of their clients include major companies like PandaDoc, RingCentral, ZenDesk, and Databricks.

How is Internal Team Health?

There have been very minimal changes to headcount over the last two years at Accelerate and there are currently no vacancies available. This stability is a good thing, making it possible to develop long-term working relationships.

Animalz

Animalz is a digital marketing agency with a team of strategists, content researchers, writers, and editors on-hand to develop all your content needs. They focus on content marketing strategies for enterprise clients, B2B SaaS start ups, and VC firms. They also have a popular B2B SaaS blog, which is another example of how they practice what they preach when it comes to content.

Do They Specialize?

Animalz takes on many B2B SaaS clients, however, it can’t be said that they strictly work in the B2B SaaS niche. They also develop content marketing campaigns for venture capitalists and other tech companies.

How is Internal Team Health?

Headcount at Animalz has actually decreased by 11% in the last two years, which could indicate that they’ve been through some internal restructuring.

Codeless

Codeless is a content agency focused on creating valuable, informative content that leads to a boost in organic traffic. They combine content strategy, SEO, and expert-written content with design and video to bring long-term ROI for clients. They offer both content-only services and comprehensive packages, including content strategy and SEO content.

Do They Specialize?

Codeless specialize in B2B SaaS and some of their past clients include Monday.com, ActiveCampaign, and Miro.

How is Internal Team Health?

According to LinkedIn, Codeless have experienced significant staffing changes in the last two years. They are now on a downward trend, with an over 30% decrease in headcount in the last six months. This, combined with a median tenure period of 1.7 years, suggests potential instability in team structure.

Content Allies

Content Allies specializes in podcast production for B2B businesses. They’ve found a niche in podcasts, which is a rapidly growing form of digital content, but incredibly time-consuming to present. They provide an end-to-end podcast production service that includes all of the preparation, scheduling, and post-production details. All clients have to do is be present for the recorded interviews and wait for the ROI to pay off.

Do They Specialize?

Content Allies specializes in podcast production for B2B businesses but not exclusively for the SaaS niche. However, their expertise in podcasting makes them suitable for SaaS companies seeking this specific content type.

How is Internal Team Health?

The team at Content Allies appears to be quite stable, with limited changes in the last two years. They are not currently hiring and the median tenure period is over two years.

Foundation Marketing

Foundation Marketing is a marketing agency directed towards B2B SaaS clients. They’ve embraced AI technology to enhance their methods and content production. They offer comprehensive services, from developing content strategies to crafting quality content, distribution, promotion, and ongoing optimization.

Do They Specialize?

Foundation Marketing work with B2B companies of all shapes and sizes, but they do not specialize in SaaS specifically.

How is Internal Team Health?

According to their LinkedIn profile, there has been a slight decrease in headcount in the last six months, but this is not too concerning. However, the median tenure period is less than two years, which may not be ideal for long-term client relationships.

Grizzle

Grizzle is a marketing agency that has been helping B2B SaaS companies achieve their marketing goals since 2016. They offer content development, SEO management, and digital PR services, focusing solely on organic growth. They don’t lock clients into long-term contracts and offer 30-day contracts that can be canceled at any time.

Do They Specialize?

Grizzle exclusively serves B2B SaaS clients and specializes only in organic content marketing.

How is Internal Team Health?

According to their LinkedIn, Grizzle’s headcount has remained stable for the past six months. However, the median tenure of less than two years suggests potential challenges in maintaining long-term relationships with the same marketing team members.

Grow and Convert

Grow and Convert focuses on creating content that drives conversions, not just impressions. They focus on topics that meet buying intent rather than high search volume keywords, and they include link building and paid ad campaigns to speed up success. If you want to understand more about their processes, they have several in-depth client case studies published on their website. They also offer an SEO and content course for those interested in learning their approach.

Do They Specialize?

Grow and Convert work with many tech companies, however, they don’t specialize in B2B SaaS exclusively. They also work with B2C clients and e-commerce businesses.

How is Internal Team Health?

The team at Grow and Convert is small and stable. Judging by the average tenure length of almost four years, it would be fair to say employees are content and unlikely to leave in the middle of campaign development.

Intero Digital

Intero Digital have developed an effective content marketing technique that combines technology, strategy, and multichannel distribution to deliver results. They’ve created their own AI tool to gain a competitive edge and consistently produce high-quality content. They serve a range of B2B clients, both large and small, tailoring their approach to each business and market niche.

Do They Specialize?

Intero Digital are not a specialist B2B SaaS agency. They work with B2C, B2B, and e-commerce clients. While they may have B2B SaaS expertise on staff, they might not have the most specialized team in this area.

How is Internal Team Health?

According to their LinkedIn, the median tenure period is two and a half years, which is not too bad. However, it does appear that they have undergone some reshuffling in upper management by recently hiring four new senior management employees.

Kalungi

Kalungi is a well-known B2B SaaS marketing agency that uses a pay-for-performance model. With Kalungi, all of your content marketing needs are scooped up under one roof and managed by one team rather than disjointed agency departments. They will work with your existing team and content strategy or build one from scratch. They use proven marketing playbooks, which are freely available for download.

Do They Specialize?

Kalungi is a specialist B2B SaaS marketing agency offering a range of services tailored for B2B SaaS companies.

How is Internal Team Health?

According to their LinkedIn, the team is fairly large and quite stable. There have been no significant staffing changes in the last two years and the median tenure period is over three years.

New Breed Marketing

New Breed Marketing provide a range of services, including content marketing, to help their clients achieve revenue growth. As a HubSpot partner, they will optimize your HubSpot platforms and your entire marketing funnel to provide the right foundations for growth. They collaborate closely with new clients to understand goals and messaging, creating detailed content production plans. In addition, they aren’t afraid to embrace AI technology to maximize the potential of the content produced.

Do They Specialize?

New Breed Marketing work with a range of B2B clients beyond SaaS, including financial services, HR, logistics, and other business services.

How is Internal Team Health?

According to their LinkedIn page, the company is fairly large with between 50-200 employees, but they do appear to be going through a period of expansion. They have experienced a slight increase in headcount in the last six months and have several positions currently open.

NoGood

NoGood is an award-winning marketing agency known for taking risks and experimenting successfully. Their client list includes major names like Nike, TikTok, Amazon, and Intuit. Using quality SEO tactics, they help clients achieve sustainable business growth. They offer end-to-end content marketing services focused on building customer relationships and increasing high-intent traffic and conversions.

Do They Specialize?

They are not a specialist B2B SaaS marketing agency but instead work with a range of businesses in other industries such as healthcare, fintech, and e-commerce.

How is Internal Team Health?

According to their LinkedIn, they’re currently experiencing team growth. They’ve made a recent senior management hire and have several vacancies. The median tenure is exactly two years.

Omniscient Digital

Omniscient Digital help B2B SaaS companies build upon lackluster content marketing programs or establish a winning strategy from scratch. They specialize in organic content, including strategy development, technical SEO, content writing, link building, and digital PR. Their “Barbell Content Strategy” is a data-driven approach to attracting and converting leads. All strategies are tailored to the client’s specific needs, while content is crafted to maintain consistency in brand and style.

Do They Specialize?

Omniscent Digital exclusively offer content marketing services for B2B SaaS businesses. It’s for this reason they have a list of notable B2B SaaS clients, including Wordable, AppSumo, Hotjar, and Jasper.

How is Internal Team Health?

According to their LinkedIn profile, the company has experienced steady staff growth over the past two years. However, the median tenure is under two years, potentially indicating high staff turnover and impacting service consistency.

Siege Media

Siege Media have established a strong reputation in content marketing, working with notable clients like Asana, Zendesk, HubSpot, Zapier, and Norton. Their process is SEO-focused and customer-centric, aligning data with customer goals and objectives. They maintain standards for human-written content and only use AI to speed up other parts of the content creation process, which could just be their secret to successful content. Their blog is also a reputable source of digital marketing information and advice, and their marketing playbook is freely available to all.

Do They Specialize?

Although Siege Media are a highly reputable content marketing agency, they do not specialize in B2B SaaS. They also work in the fintech and e-commerce niches.

How is Internal Team Health?

The team at Siege Media appears to be quite stable. Their LinkedIn shows almost no headcount changes in the last two years and the median tenure period is just over three years.

SimpleTiger

SimpleTiger is an SEO and PPC marketing agency that places equal priority on quality and time-to-results. They employ a combination of technology and proven strategies to enhance marketing outcomes, even in the typically slow-paced field of content marketing. Their team excels at conducting thorough competitive analyses to uncover unique opportunities, which they then pair with data-driven strategies. When they commence a partnership with a client, they work collaboratively to develop a roadmap of project milestones and report monthly on progress.

Do They Specialize?

Simple Tiger work specifically with SaaS companies, catering to both B2B and B2C sectors. While not exclusively B2B, they likely have high-quality B2B expertise on their team.

How is Internal Team Health?

Their LinkedIn page suggests the company is currently experiencing significant growth, with a 20% increase in headcount over the last six months. However, the median tenure period is less than two years, indicating some potential instability.

Skale

Skale is another big name in the B2B SaaS marketing scene, boasting a team of dedicated and experienced SaaS marketers. They manage all aspects of SEO, including content, link building, and website optimizations. Skale prioritizes quality progress reporting over vanity metrics. They strive to create content that is both SEO-friendly and highly engaging, positioning clients as thought leaders in their respective niches. Skale effectively balances long-term success with fast wins and even goes as far as to guarantee results within 3 months, which is not something most marketing agencies are willing to commit to.

Do They Specialize?

Skale is 100% focused on providing marketing services to B2B SaaS companies. They have even handpicked a team of marketers with first-hand experience working for leading B2B SaaS companies.

How is Internal Team Health?

According to their LinkedIn, they have slightly decreased their headcount over the last two years. The median tenure for employees is just over two years, though their remote-first policy may contribute to competition for high-quality marketers.

Scribewise

Scribewise is a high-quality B2B marketing agency that aims to elevate company profiles by building relationships and authority through content. In addition to providing content marketing services, they manage branding, website design, PPC advertising, and digital PR.

Do They Specialize?

Although the ideal Scribewise clients include those with complex and long sales cycles, which is common in B2B SaaS, they do not specialize in the B2B SaaS niche.

How is Internal Team Health?

According to LinkedIn, the team is quite small with a maximum of 50 employees and the median tenure period is over five years. They’ve experienced a slight drop in staff numbers over the last 6 months, but this is likely not significant enough to indicate business instability.

Uplift

Uplift Marketing create impactful strategies incorporating a range of marketing tactics and channels as per client needs. They build and optimize websites, manage ad campaigns, and craft creative copy, helping their clients achieve high rankings, increase organic traffic, re-engage leads, and boost revenue. They offer several free tools, including a free SEO audit and a free marketing analysis, which is a good place to start exploring their service capacity to see if they’re the right fit for your business.

Do They Specialize?

Uplift is not a B2B SaaS specialist agency, seeing as their primary focus is on the healthcare sector.

How is Internal Team Health?

The team is very small according to their LinkedIn page, with a maximum of ten employees. While small size isn’t inherently negative, they’ve experienced a 14% decrease in staff over the last six months with a median tenure period of just over two years.

How to Choose the Right Content Marketing Service For You?

Start by looking for a SaaS content marketing agency that specializes in creating and managing content specifically for SaaS companies. These agencies will have the expertise and knowledge on hand to meet the unique needs and goals of your B2B SaaS business.

When evaluating a marketing agency and content marketing services, consider asking the following questions to narrow down the options.

• Does this agency have experience in my industry and a track record of success with similar businesses?
• Can they display examples of content and results achieved for other companies?
• Will they develop a customized content strategy tailored to my business goals and target audience?
• How do they integrate SEO best practices into their content?
• How do they measure and report the effectiveness of their efforts?
• Which channels do they utilize to distribute and promote content?
• How will they collaborate and communicate with my team?
• What do previous clients say about their services and results?

When you’re satisfied with your shortlist of content marketing agencies, the deciding factor will likely come down to your budget.

Monitor and Measure Success

Monitoring and evaluating content performance will ensure that content remains effective, relevant, and aligned with business goals, ultimately fostering trust, authority, and customer loyalty. Measuring success will also ensure your money is well spent. Let’s see which metrics will give you the data you need and how to collect this information.

KPIs to Monitor

The exact KPIs you choose to monitor will depend on your content marketing goals. Some KPIs are better at monitoring the performance of brand awareness, while others are better suited for identifying the effectiveness of lead generation campaigns.

Best KPIs for brand awareness:

• Website visits or organic search traffic
• Backlinks
• Impressions
• Social shares
• Tags and mentions

Best KPIs for measuring engagement:

• Time on page
• Click-Through-Rates (CTRs)
• Newsletter sign ups
• Comments and tags

Best KPIs for lead generation:

• Customer Acquisition Cost (CAC)
• Form responses
• Cost Per Lead (CPL)
• Conversion rates

Understanding which metrics to monitor is just the beginning; knowing how to collect and analyze this data is just as important. There are several tools that stand out from the rest when it comes to monitoring KPIs.

Tools to Utilize

We recommend considering the following tools:

• HubSpot is a comprehensive CRM platform that collects customer data and tracks campaign performance.
• Google Analytics is an intuitive analytics tool that provides outstanding user engagement data as well as site and content performance metrics.
• Hotjar offers visual insights into user interactions on your site, highlighting areas of high engagement.
• Semrush monitors SERP rankings, backlinks, and organic traffic, serving as a versatile tool.
• Kissmetrics is excellent for monitoring conversion metrics and analyzing the customer journey from initial engagement.
• Databox is an intuitive and powerful marketing analytics tool that centralizes all your content marketing data and presents it in customizable KPI dashboards.

These tools are among the most popular for monitoring content marketing metrics, though the list is not exhaustive.

Wrapping Up

Content marketing offers clear benefits for B2B SaaS companies, providing a cost-effective and sustainable way to generate leads and boost revenue. But, it’s a labor-intensive process that many businesses find they cannot manage alone. Thanks to these content marketing services, you don’t have to do it alone.

Selecting the right agency and content marketing service requires a little forethought, but it saves a lot of trial and error when you align with an agency that can demonstrate specialized B2B SaaS expertise. Agencies like Powered by Search have a track record of delivering reliable results for their B2B SaaS clients, so don’t hesitate to get in touch to discuss your content marketing needs.