You have built something you believe in, but getting people to notice, care, and trust is the hardest mile in front of you. Agreed, you are not a marketer. And getting one just isn’t in the budget right now, so the ‘start content strategy’ plan gets pushed aside yet again.
But deep down you know:
If we don’t show up, someone else will. While you hesitate, competitors are publishing thought leadership, climbing Google, and nurturing the leads that could’ve been ours.
In fact, 91% of B2B marketers are racing ahead with content marketing (DemandSage, 2025). So, are they not facing the same constraints – tight budgets, limited runway? Of course they are. Then, what are they doing differently?
The secret: You don’t need more content. You need the right content, built on a rock-solid strategy. And if you are still not leveraging it? This is your wake-up call.
Why Content Is Still the Best Growth Lever for Early SaaS
Content is a scalable, cost-effective channel to convince even the most cautious technical SaaS buyers. Nearly 60% of B2B buyers’ decisions are directly influenced by content (demandsage.com).
Surprisingly, most early SaaS websites have hardly anything beyond a pricing page and a single product update post. Doesn’t that sound like a perfect gap to claim your competitive edge?
However, the goal isn’t volume, surely. Not the kind that’s dumped into knowledge. Not ones that showcase your brand.
It’s the questions they’re actively Googling after a failed sales call or a churned customer. The one that keeps your ICP awake at midnight.
73% of SaaS businesses say that content marketing is the most effective lead generation strategy (SEO.com, Gitnux, Sixth City Marketing).
Let’s dive in and build your content marketing plan.
Start with Clarity: Who Are You Writing For?
Shotting content in every direction wastes aim, effort and attention. Instead focus it like a beam at the right time, with the right message. Just ask yourself:
- Who is the single most valuable buyer or user I want to reach?
- What’s one business goal I want my next 2–3 content pieces to drive? (More demo signups? Email list growth? LinkedIn engagement?)
This way, you’ll create content for your ICP not robotic SEO. A kind that delivers demos and credibility long before your competitors even find their brand voice.
Step 1: Topic Discovery: Stop Overthinking, Start Solving
As a SaaS founder, you want everything to be flawlessly perfect. And why shouldn’t you? But what if perfection is slowing you down? Unfortunately, it probably is.
While you’re busy polishing your post until it shines, your competitors are publishing raw ones- answering real customer questions, stealing your rankings, building trust, and stealing demo opportunities.
Take the first step. Start small. Don’t rush into competitive keywords because they take years (and huge budgets) to rank for. Instead, look for long-tail, intent-rich queries. Think:
- “Best CRM software for SaaS startups with under 10 employees”
- “Affordable CRM tools for B2B founders managing sales themselves”
Sure, the volume will be small, but it’ll be pure gold. Because those few searchers are early adopters who feel the pain deeply and are ready to act.
Finding the Right Topics (No Fancy Tools Needed)
Wondering what to write first? Industry trends? Product how-tos? Competitor comparisons? The truth is: the best topics come straight from the buyer’s mouth.
- Someone complains about how hard it is to migrate from spreadsheets to a CRM. Yes, that’s a blog post.
- They ask if your product integrates with HubSpot or Slack. That’s a comparison guide.
- They share that onboarding new sales reps is time-consuming. That’s a step-by-step playbook.
Good news: you can ditch expensive SEO tools without a second thought. Here are some free, no-fuss alternatives
- Google autocomplete + “People also ask” → See what buyers are literally typing into search.
- Slack/Discord founder groups → Scan for repeated questions in channels. If multiple people are asking, it’s a content opportunity.
- Competitor blog comments & G2 reviews → Raw, unfiltered insights into what customers still don’t understand or feel frustrated about.
Step 2: A Content Plan That Lives in Your Head Is as Good as Gone
Have a content plan floating in your head? A half-written blog in Notion? Random voice notes and forgotten sales call ideas?
Often an undocumented series of random marketing acts. Does that mean you need a polished 20-page strategy deck.A simple, breathable, lightweight plan also works better.
Here are 5 bullets for your content plan:
- Understand your audience. Be specific. (Example: early-stage B2B SaaS founders struggling with churn.)
- What should the next 2–3 posts achieve? (Demo signups, email list growth, or more LinkedIn engagement.)
- List 5 high-intent ideas from your topic discovery. (Example: “How to migrate from spreadsheets to a CRM without losing data.”)
- Be consistent and persistence. (Even 1 post/month is better than posting randomly.)
- Offer clear ownership. (Even if it’s just you, write it down. It feels real.)
Revisit the doc once a month. Adjust your audience, goals, and topics. This way keeps you are intentional, trackable, and anchored to your growth goals.
Step 3: Write It Out — No Fancy Copywriting Needed
Do you freeze at writing blogs? Writing is hard, surely. But you don’t have to be perfect either. Write like an unfiltered conversation. Be authentic and raw and get going.
Here are a few ways to ease friction:
- Start with an outline: Jot down 3–4 key points you want to cover. Just put your ideas down.
- Talk it out: Speak as if you are helping a prospect solve their problem on a call.
- Transcribe with AI: If writing still feels overwhelming, use tools like Otter.ai, Descript, or even Zoom recordings.
- Polish the transcript: Edit for clarity, structure, and flow. Don’t let the “editing” strip away your personality.
Every post should answer:
- ICP’s real pain points
- How you can solve their problem
- What results you are promising
- What’s the next step (CTA)?
Remember a raw but helpful monthly post wins over a “marketing-polished” draft that sits unpublished.
Step 4: Distribution — Where Most Founders Drop the Ball
Publishing is just half the battle. Getting eyes on your piece wins the rest.. Distribute content strategically:
- LinkedIn: Summarize your post and ask for feedback to spark engagement.
- Twitter/X: Create a thread with 4–5 key takeaways to nudge the reader to dive into the full article.
- Slack/Discord Groups: Share as a resource, not as self-promo.
- Email: Link your blog in your product update, changelog, or newsletter.
Step 5: Measure What Matters — And Set Realistic Expectations
Is our content even working? Measuring what brings you closer to your goals. No vanity metrics please.
Here’s what to measure:
- Monthly organic visitors: Use Google Analytics or Plausible. Look for gradual, steady growth.
- Number of posts shipped: Did you publish what you planned?
- Social engagement: Count comments, shares, and saves on LinkedIn and other channel .
- Demo requests or signups that mention content: Ask, “How did you find us?” and track every answer.
Remember One high-intent, ICP-driven post each month will do more for your SaaS than churning out generic “top 10 tools” lists that gather dust.
Don’t expect 1,000 visitors overnight. Momentum and credibility compound with time.Set the bar at sustainable progress, not overnight viral hits. Celebrate small wins — and refine based on what’s actually drives resullts
Conclusion
You don’t need a team or endless resources to win. You just need to get started. Small, yet consistent. Focus on what your ideal customers actually care about.
With the right mindset and a practical plan, you’ll stand out faster than any polished “content calendar” sitting in a marketer’s backlog.
Your next steps:
- Brainstorm 5 high-intent, pain-point-driven topics.
- Publish your first post this week (even if it’s not perfect.)
- Distribute it across channels and ask for feedback.
- Repeat monthly. Watch credibility, leads, and momentum.
For feedback, share your post in a SaaS founder group or tag a fellow founder. Start lean. And brick by brick, you will create a successful SaaS content program.
