11 types of marketing content for SaaS and tech companies


If you're marketing a SaaS or tech company, your objectives will almost certainly include building brand awareness and filling your sales pipeline. Sales enablement and content marketing are the most powerful and cost-effective ways to achieve these objectives.

Producing and distributing high-quality content will engage your target audience, build trust and credibility, and ultimately drive leads and sales. However, it is not a quick or easy fix; it takes time, effort, and consistency to produce results.

The most important part of any sales and marketing content strategy is the audience. Who are you trying to reach? What are their needs and pain points? Once you know your target audience, you can create content that speaks to them directly.

To help you get started, we've created a list of 11 types of content to consider producing for your SaaS or Tech company.

  1. Articles, blogs, and long-form
  2. Research reports and whitepapers
  3. Guides and tips
  4. Surveys, polls, and insights
  5. Images, infographics, GIFs, and slide decks
  6. Video
  7. Podcasts
  8. Webinars and webcasts
  9. Free trials, demos, and samples
  10. Q&As, interviews, and case studies
  11. Tool kits, resource lists, templates, checklists, and worksheets 

Let's get started.

1. Articles, blogs, and long-form

When it comes to educational content, there's nothing quite as popular (or practical) as the good old article or blog post. This is the go-to format for many content marketers, and for a good reason. Articles and blog posts are relatively easy to produce and can be very comprehensive in the information they provide. That means they're great for pretty much everything, from covering complex topics in detail to giving simple tips and tricks.

The article or blog post is the perfect medium if you want to add a little personality to your content. You can really let your voice shine through in this format, making your content more engaging and enjoyable to read. Plus, written content is a brilliant way to build trust and confidence. By providing quality content for every stage of the customer journey, you can build strong relationships that will last for years.

To make your articles and blog posts even more effective, try to include:

  • A catchy headline that accurately reflects the content of your piece, rich and informative body copy that's easy to read and understand
  • Relevant images, infographics, or videos to break up the text and add visual interest
  • Calls to action (CTAs) encourage your readers to take the next step:
  • Signing up for your newsletter
  • Downloading a piece of content
  • Or taking advantage of a special offer

Ideas for articles, blog posts and long-form content:

  • Industry updates
  • Product/service blogs
  • CEO/employee journal
  • Company news
  • Opinion pieces

"A whopping 98% of marketers use written content as part of their content marketing strategy."

2. Research pieces and whitepapers

If you want to really impress your potential customers with your educational content, then research reports and whitepapers are the way to go. These types of content are usually much longer and more detailed than articles or blog posts, but they're also seen as being more authoritative. That's because they require significant research and often include data and statistics to support their claims. 

Whitepapers are one of the most popular types of educational content, especially in B2B industries. In fact, according to Content Marketing Institute, 61% of B2B marketers say they use whitepapers as part of their content marketing strategy.

Sharing research helps to grow your audience and position you as an authority in your field.

If you're thinking of creating a research report or whitepaper, make sure it is:

  • Informative and interesting to your target audience
  • Well-researched and includes data from reputable sources
  • Objectively written
  • Structured and easy to navigate

Ideas for whitepaper content include:

  • Insights from academic research
  • A guide written by an expert or business leader
  • Predictions for the next financial period
  • Review and analysis from a source of data
  • Collaborative insights from a project working with a partner

3. Guides and Tips

Guides and tips are another great way to educate potential customers about your software or service. Unlike research reports and whitepapers, they're usually shorter and less comprehensive. But they can still be very effective in providing helpful information your target audience will appreciate. 

Creating guides and tips is a great way to show potential customers that you're an expert in your field and that you're dedicated to helping them succeed. If you can provide helpful, practical information that will make their lives easier, they'll be more likely to trust and do business with you.

Guides and tips are also excellent for social media, as they can be converted into slide decks and short videos. So, if you're looking for ways to get more involved with social media marketing, this could be a great option.

When creating guides and tips, focus on making them:

  • Concise and to the point
  • Easy to follow with a clear structure
  • Visual where possible (including images, infographics, or videos)

Ideas for guides and tips: 

  • How to use your software or service
  • Best practices for getting started
  • Tips for getting the most out of your product or service
  • Troubleshooting guides
  • FAQs

4. Surveys or Polls

If you want to better your understanding of your target market or get their insights on a particular subject, then conducting a survey is a great way to do it. You can then use the results of your survey to create educational content that provides valuable insights into the thoughts and behaviours of your target audience. 

Polls and surveys are excellent opportunities for tech companies to get timely feedback and insights. LinkedIn and Twitter polls are a great way to engage your audience quickly and easily. But for more insightful and authoritative information, why not develop a mailing list of users and prospects interested in being involved in regularly sharing their insights? In return for their involvement, you can provide early access to the market data or have permission to share the data themselves through their brand, further amplifying your audience.

When writing surveys and polls:

  • Make sure the content is interesting for your audience
  • Make completing the survey or poll as simple as possible
  • Provide insightful analysis of the results demonstrating your expertise

Ideas for surveys and polls:

  • Market outlook
  • Market trends
  • Market predictions
  • Business performance
  • Buying/sales/hiring activity

5. Images, infographics, GIFs, and slide decks

Images, infographics, GIFs, and slide decks are all excellent ways to add visual interest to your content and make complex topics more accessible. They're also great for sharing on social media and can help increase your educational content's reach.

The internet has evolved away from the standard stock photos of guys in suits smiling. When choosing your images or GIFs, pick ones that elicit emotion and stand out when scrolling through a feed. If they don't draw you in, take a second look, leave it where it is and keep looking.

Images are a great way to show your company's culture or highlight a recent event. GIFs can be severe, funny, informative, or educational. Infographics are a great way to educate with product or industry information or market research. While slide decks are an easy-to-design method of displaying lots of content, and due to their clickability, they perform incredibly well on most social media.

When creating visual content, make sure it:

  • Is high quality and professional looking
  • Is relevant to the topic you're discussing
  • Adds value by providing new information or a different perspective

Ideas for images/Gifs: 

  • Product demos
  • GIF clips from videos
  • Success stories
  • Teamwork

6. Video

Video is among the most popular educational content formats, especially regarding tutorials and how-to guides. That's because videos are highly engaging and can convey information effectively.

Videos are perfect for explaining how your product works or showcasing customer testimonials. Videos can help explain complex concepts simply and concisely, making them ideal for all sales process stages, for example, demonstrating products or services. Finally, videos are also shareable, which can help increase your reach and visibility.

"Video is the top performing content type with 37% followed by written blogs a close second with 36% out of all content types" (SemRush).

"Product videos can increase sales by over 140%" (Hubspot)

You're missing out if you're not utilising live video in your social media strategy. Live video is one of the hottest trends in social media right now, and for a good reason. It's a great way to put a face (or voice) to your business, which is essential for companies that don't sell directly to customers. It also lets your audience engage with you in real-time, which can be a great way to share what you're up to, information about your product and get feedback or ideas for new content.

"63% of Millennials watch live streaming content regularly, making them the largest group of consumers of live content" (Statista).

When creating video content, make sure it:

  • Is well-produced and edited
  • Has a clear purpose or focus
  • Provides value by teaching your viewers something new

Ideas for video content: 

  • How-to guides
  • Customer case studies/interviews
  • Product/service updates/overviews
  • Event streams and behind-the-scenes
  • Interviews/Meet the team

7. Podcasts

Podcasts are another excellent educational content format, particularly if you want to provide the information your audience can consume while on the go.

Podcasts allow businesses to connect with their target audience more personally. By creating and distributing podcasts, companies can build relationships with their customers and prospects and create valuable content that can be used to generate leads and drive sales. In addition, podcasts can be repurposed into other marketing materials such as e-books, blog posts, or even video ads.

When used effectively, podcasts can be a powerful tool for building brand awareness, generating leads, and driving sales. Now is the time to start if you're not already using podcasts as part of your B2B marketing strategy.

When creating a podcast, make sure it:

  • Has a clear purpose or focus
  • Is well-produced and edited
  • Features engaging guests (if you're interviewing someone)

Ideas for video content: 

  • Interviews with experts
  • Discussions of recent industry news
  • Tips and advice
  • Success stories from clients, supporting clients, or of company journey
  • Industry analysis

8. Webinars and webcasts

In the business-to-business world, webinars and webcasts can be excellent marketing tools. They provide an opportunity to reach a large audience of potential customers with a carefully crafted message. They can generate leads, build relationships, and even close deals when used correctly.

Webinars and webcasts can be particularly effective in B2B markets because they allow businesses to provide detailed education content, targeting messages very precisely. By hosting or participating in a webinar or webcast, companies can reach out to their ideal target market – decision makers within a specific industry, buyers within a specific company size or geographic region.

When planning a webinar or webcast, make sure it:

  • Is well-organised and includes a clear plan
  • Features an engaging presenter (or hosts)
  • Offers value to the audience by teaching them something new

Ideas for webinar content and webcasts: 

  • How-tos
  • Tips and tricks
  • The future of your industry
  • Interviews with thought leaders
  • Q&As with experts

9. Free trials, demos, and samples

In B2B marketing, free trials, demos, and samples can be extremely important in securing new customers. They allow potential customers to see your product or service value without a commitment. This can be especially important for products or services that are complex or have a high price tag. Free trials, demos, and samples can help simplify the decision-making process for potential customers and give them the confidence they need to choose your company.

When done correctly, free trials, demos, and samples can be invaluable tools in your B2B marketing arsenal. They provide potential customers with a risk-free way to experience your product or service and can help you close more deals. Now is the time to start if you're not currently offering free trials, demos, or samples. Your competition is likely already doing so, and you don't want to be left behind.

Just make sure that your free trial, demo, or sample:

  • Is easy to use and understand
  • Includes clear instructions on how to get started
  • Is relevant to your target audience's needs

10. Success stories

Success stories are essential to B2B marketing because they help build trust and credibility with potential customers. By sharing real-life examples of how your product or service has helped solve problems for other businesses, you can show potential customers that you understand their needs and can be trusted to provide a solution. 

Success stories also help establish your brand as an expert in your industry, making it more likely that potential customers will do business with you.

When creating customer success content:

  • Clearly outline the themes and takeaways
  • Open with headline numbers
  • Take the reader on a journey
  • Demonstrate return on investment

Ideas for success stories: 

  • Customer interviews
  • Customer Q&A content
  • Customer journey

11. Toolkits, resource lists, templates, checklists, and worksheets

B2B marketing is all about relationships. And while the best way to build and maintain those relationships is still face-to-face, there's no denying that a lot of business these days is conducted online. That's why toolkits, resource lists, templates, worksheets, and other content resources can be valuable in B2B marketing.

Think about it: when you're trying to nurture a lead or keep in touch with a client, what's more personal and valuable than sending them a custom-made template or worksheet? It shows that you care about their business enough to take the time to create something specifically for them. 

When creating toolkits, resource lists, templates, checklists, or worksheets, make sure they:

  • Meet the needs of your target audience
  • Are high quality and serve a clear valuable function
  • Are easy to use and understand

Ideas for creating toolkits, resource lists, templates, checklists, or worksheets: 

  • A directory of useful tools
  • Sales, marketing or email templates
  • Business, process, or procedure checklists
  • Playbooks and detailed guides with templates and worksheets


By diversifying your content, you'll be able to reach a larger audience and engage them in a variety of ways. And by providing valuable, informative content, you'll be able to build trust and credibility with potential customers, which is essential to closing more deals.

High-quality content is critical at every stage of the buyer journey. A successful B2B sales and marketing content strategy builds brand reputation, opens doors for business relationships, and supports revenue conversion.

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