How to Develop a Winning SaaS Content Marketing Plan

In this article, we will provide you with some advice on how to create a great content marketing plan.

But first, let’s check:

What is Content Marketing?

Content marketing uses high-quality and relevant content to interest and engage a broad group of consumers.

The content can be an instruction, photo, image, video, infographic, or some other form that is suitable for easy sharing and transmission via the Internet to increase brand recognition.

Good content that supports an organization's marketing efforts is entertaining, creative, informative, or helpful.

What is a Content Marketing Plan?

A content marketing plan represents an all-inclusive strategy that a business needs to outline how it will create, publish, and manage content to achieve specific marketing goals.

It answers many questions: 

  • who is the creator of the content?
  • what kind of content does the creator make?
  • when is the content being published?
  • where is the content being distributed?
  • why do you distribute the content?
  • how are marketing results promoted and analyzed?



A marketing plan serves as a roadmap to guide content creation and distribution efforts, ensuring that all content activities align with company goals and effectively engage the target audience.

Now, let’s dive into some steps for creating a content marketing plan.

Define what your goals are

What is your goal? What are you trying to achieve with your content marketing?

You should set some clear goals. This will help you focus your content marketing efforts. Also, your goals should be measurable so you can track your progress.

  • set SMART goals

In this article, we explained what SMART means (specific, measurable, achievable/attainable, realistic, time-bound).

In the picture below, you can see what you should and what you shouldn’t do to achieve SMART goals:

Understand your Target Audiences

Who are your buyer personas? Are there different audiences for your business you need to understand?

Identifying your buyer personas and their needs helps you create a content marketing plan that resonates with them. 

However, you must also know if your business has different types of audiences so you can distribute content that matches each one.

That means you need to:

  • create buyer persona profiles

These profiles have to be detailed. Imagine the ideal customer and their behavior. 

  • do a research of your audience

Research in the form of surveys or collecting feedback from your customers can help you gather data about your audience’s preferences. 

Conduct a Content Audit

Is your content good enough? What are you posting about? On which channels are you sharing the content? How is the performance of your content?

If you want to improve, check your existing content to determine whether it is good and, if not, what your mistakes are. Then, you can make it better. 

In this part of your job, you have to:

  • list all your existing content

And we mean all: blog posts, social media posts, videos, etc.

  • analyze performance

Analyze metrics like traffic, engagement, and conversion rates to assess the effectiveness of your content.

Create High-Quality Content

For whom are you writing? Is your content valuable and engaging?

Without excellent (not just good) content, you can’t expect your audience to be or stay interested. 

So, make sure that you are:

  • original
  • professional
  • knowledgable 

Choose the Best Distributional Channels 

What is the best channel to distribute your content with the target audience in mind?

Now that you have created excellent content, you need to promote it. This means putting your content on distributional channels. 

So, usually, the best way to do this is to put your content on channels where you already have an engaged presence. 

Some ways to promote your content:

  • social media 
  • paid promotion

This means using paid advertising, such as Google Ads, to reach a broader audience.

  • email marketing

Send your new content to your email subscribers to keep them updated and engaged.

In the picture below, you can see the steps for choosing the right channel:

 Determine Budget and Resources

How much are you willing to spend on your content marketing? 

By this question, we mean how much money are you planning to invest in people who do that part of promoting, but also the tools that you will use:

  • content creators
  • content manager
  • CMS (content management system)
  • data collection

Here are the benefits of having a reasonable budget plan.

Publish and Promote!

It is time to put your content on distributional channels and promote it!

That part is easy, right? 

Once you have content and choose a channel(s) where you will post it, well, you should do it!

Measure Performance

Are you hitting the goal you set at the beginning?

Tracking and analyzing your performance helps you gain insight into what was good in your plan and what needs to be changed.

You can track it using tools such as Google Analytics


Does this sound accessible to you?

Of course, no job is easy, and everything needs work and polishing, but with these practices, we are sure you will make a winning content marketing plan for your SaaS.

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