Content Marketing for B2B SaaS: A 90-Day Launch Strategy

Content marketing for B2B SaaS is a long game. But "long game" doesn't mean "no results for a year." With a focused strategy, you can build meaningful traffic and capture leads within 90 days, while laying the foundation for compounding growth.

The mistake most SaaS companies make is treating content as an afterthought. They publish random blog posts, share them once on LinkedIn, and wonder why nothing happens. That's not a strategy. It's noise.

Here's how to build a content engine that actually works, broken into a practical 90-day plan.

Before You Write Anything: The Foundation

Define Your ICP (Ideal Customer Profile)

You can't create compelling content for "everyone." Get specific:

Demographics:

• Company size (employees, revenue)
• Industry or vertical
• Geography
• Tech stack

Psychographics:

• What keeps them up at night?
• What does their day look like?
• What do they read? Who do they follow?
• What's their relationship with your problem?

Example ICP:

Head of Engineering at a Series A-C startup (50-200 employees), using AWS/GCP, struggling to ship features fast while maintaining code quality. Reads Hacker News, follows engineering influencers on Twitter, evaluates tools based on developer experience and documentation quality.

Map the Buyer Journey

B2B SaaS purchases aren't impulse buys. Your content needs to meet prospects at different stages:

Awareness (Top of Funnel):

• Problem: "Why is deployment so painful?"
• Content: Educational posts, industry trends, thought leadership
• Goal: Build brand recognition, capture email addresses

Consideration (Middle of Funnel):

• Problem: "What are the solutions to painful deployments?"
• Content: Comparison guides, how-to tutorials, case studies
• Goal: Establish your solution as a viable option

Decision (Bottom of Funnel):

• Problem: "Is this the right solution for us?"
• Content: Product demos, implementation guides, ROI calculators
• Goal: Convert to trial/demo/purchase

Identify Your Content Pillars

Content pillars are the 3-5 core topics you'll be known for. They should:

• Align with your product's value proposition
• Match what your ICP is searching for
• Have enough depth for multiple pieces of content

Example pillars for a developer productivity tool:

1. Developer experience (DX)
2. CI/CD best practices
3. Engineering team productivity
4. Code quality and testing
5. DevOps culture

Each pillar becomes a topic cluster with a central "pillar page" and supporting content.

Days 1-30: Building the Engine

Week 1-2: Keyword Research and Content Planning

Start with keyword research, but don't obsess over search volume. For B2B SaaS, you want:

• Commercial intent: Keywords that signal buying interest
• Problem-aware queries: Questions your ICP asks
• Reasonable competition: You can rank within 6 months

Tools:

• Ahrefs or SEMrush (paid, comprehensive)
• Ubersuggest (freemium)
• Google Search Console (free, shows what you already rank for)
• AlsoAsked (free, shows related questions)

Process:

1. List 20 seed keywords related to each pillar
2. Expand with related terms and questions
3. Check search volume and difficulty
4. Prioritize by intent and difficulty balance
5. Group into clusters around pillar topics

Output: A spreadsheet with 50-100 keyword opportunities, categorized by pillar and funnel stage.

Week 2-3: Create Your Pillar Pages

Pillar pages are comprehensive guides (2,000-5,000 words) that cover a topic broadly. They:

• Target your most valuable keywords
• Link to supporting cluster content
• Establish topical authority

Pillar page structure:

1. Introduction (problem statement)
2. Overview (what this guide covers)
3. 5-8 sections covering key subtopics
4. Conclusion with CTA
5. FAQ section (captures featured snippets)

Write one pillar page per content pillar. Yes, this is a lot of work upfront. It's worth it.

Week 3-4: Set Up Distribution Infrastructure

Content that isn't distributed doesn't exist. Build your channels:

Owned channels:

• Email newsletter (start collecting subscribers immediately)
• Blog RSS feed
• Social media profiles (LinkedIn is king for B2B)

Technical SEO setup:

• Sitemap submission to Google Search Console
• Schema markup for articles
• Meta descriptions and OG images for every post

Community presence:

• Identify 3-5 communities where your ICP hangs out
• Create accounts, start engaging (don't promote yet)
• Hacker News, Reddit, Slack communities, Discord servers, LinkedIn groups

Content repurposing workflow:

• Blog post → Twitter thread
• Blog post → LinkedIn carousel
• Blog post → Newsletter edition
• Blog post → Video script (eventually)

Days 31-60: Building Momentum

Weekly Publishing Rhythm

Consistency beats volume. Aim for:

• 1 pillar-adjacent piece per week (1,500-2,500 words)
• 1 supporting piece per week (800-1,200 words)
• 1 newsletter edition per week

Content mix by funnel stage:

• 40% awareness content (educational, trend-focused)
• 40% consideration content (how-to, comparisons)
• 20% decision content (case studies, product-focused)

Content Types That Work for B2B SaaS

High performers:

| Type | Example | Why it works | |------|---------|--------------| | How-to guides | "How to Set Up CI/CD in 30 Minutes" | Direct problem-solving, high search intent | | Comparison posts | "[Your Tool] vs [Competitor]" | Captures decision-stage traffic | | Data-driven research | "State of DevOps 2024" | Linkable, shareable, establishes authority | | Templates/tools | "Free CI/CD Checklist" | Lead magnets, practical value | | Case studies | "How Company X Reduced Deploy Time 90%" | Social proof, decision-stage content |

Lower priority:

| Type | When to avoid | |------|---------------| | Company news | Unless you have significant announcements | | Product updates | Keep to changelog; minimal blog presence | | Thought leadership | Only if you have genuine insights |

Guest Posting and Backlinks

By day 45, start outreach for backlinks:

Target publications:

• Industry blogs with guest post programs
• Software directories (G2, Capterra)
• Podcasts in your space
• Newsletter sponsorships

Outreach strategy:

1. Create a list of 50 relevant publications
2. Find editor/content manager contacts
3. Personalized outreach (mention specific articles you liked)
4. Offer 3 topic ideas tailored to their audience
5. Follow up once after 7 days

Response rate expectations: 5-15% is normal. Volume matters.

Engage in Communities

Now that you've been participating authentically for a month, you can occasionally share content:

Rules for community promotion:

• 90% value, 10% promotion
• Only share genuinely helpful content
• Answer questions with context, link sparingly
• Never spam; you'll get banned and damage your brand

Communities where SaaS content performs:

• Reddit: r/SaaS, r/startups, industry-specific subreddits
• Hacker News: High risk/reward; good content goes viral, bad content gets flagged
• LinkedIn: Personal posts outperform company posts
• Twitter/X: Thread format works well for tactical content
• Indie Hackers: Great for bootstrapped SaaS

Days 61-90: Optimization and Scaling

Analyze and Double Down

By day 60, you have data. Use it.

Metrics to review:

• Organic traffic by page (which posts are getting traction?)
• Time on page (is content engaging?)
• Conversion rate (blog → email, blog → trial)
• Keyword rankings (are you moving up?)

Actions:

• Winners: Update and expand top-performing posts
• Losers: Either improve significantly or redirect to better content
• Gaps: What questions are readers asking that you haven't answered?

Content Updates and Refreshes

Google favors fresh content. Schedule monthly updates:

Monthly content review:
1. Check top 10 posts for accuracy
2. Update statistics and screenshots
3. Add new sections if relevant
4. Refresh publish date (only if changes are substantial)
5. Re-share on social channels

Building the Conversion Funnel

Traffic without conversion is vanity. By day 60, implement:

Email capture:

• Content upgrades (checklists, templates related to post)
• Exit-intent popups (use sparingly)
• Newsletter subscription in sidebar
• Inline CTAs within content

Lead magnets:

• Free tools (calculators, generators)
• Comprehensive guides (PDF versions of pillar pages)
• Templates (spreadsheets, Notion templates)
• Mini-courses (email sequences)

Nurture sequences:

• Welcome sequence introducing your brand
• Educational sequence building expertise
• Product-focused sequence for engaged subscribers

Scale Content Production

If content is working, scale it:

Options:

1. Hire in-house: Most control, highest cost
2. Freelance writers: Good for volume, requires editing
3. Agencies: Turnkey but expensive, variable quality
4. AI-assisted: Good for first drafts, requires human editing

Quality control:

• Create detailed briefs with target keywords, outline, and examples
• Require sources for all claims
• Edit everything before publishing
• Maintain brand voice consistency

Measuring Success

Leading Indicators (Weeks 1-4)

These show momentum before results:

• Content published on schedule
• Email subscribers growing
• Social engagement increasing
• Keywords tracked and moving
• Distribution happening consistently

Lagging Indicators (Months 2-3)

These show actual business impact:

• Organic traffic growth (MoM)
• Keyword rankings improving
• Email list size and engagement rates
• Demo/trial requests from content
• Pipeline attributed to content

Realistic Expectations

Month 1: Minimal organic traffic. Focus on distribution channels. Month 2: Some keywords ranking on page 2-3. Referral traffic growing. Month 3: Top posts ranking page 1 for long-tail keywords. Organic traffic noticeable. Month 6: Established rankings. Organic becoming meaningful traffic source. Month 12: Content compounding. Organic is top traffic driver.

Content marketing isn't a sprint. But if you're not seeing any movement by day 90, something is wrong with your strategy, execution, or both.

Common Mistakes to Avoid

1. Writing for search engines, not humans: Rankings mean nothing if readers bounce.

2. Ignoring distribution: Publishing without promotion is a waste.

3. No clear conversion path: Every post needs a next step for readers.

4. Inconsistent publishing: Sporadic content doesn't build audience or authority.

5. Ignoring data: If something works, do more of it. If it doesn't, stop.

6. Keyword stuffing: Google's smarter than that. Write naturally.

7. No differentiation: If you're saying the same thing as competitors, why should anyone read you?

Ready to Build Your Content Engine?

Content marketing is one of the most effective growth channels for B2B SaaS when done right. It takes time, consistency, and strategic thinking, but the compound returns are worth it.

At High Mountain Studio, we help SaaS companies build websites that convert and content strategies that drive growth. From technical SEO to content planning, we can help you build a marketing foundation that scales.

Let's talk about your content strategy.