Content marketing for SaaS startups: Formats, tactics and tools [2025]
As a startup founder, you know that having a great product or service is only half the battle to building a successful business — you need people to actually buy it, too. That means driving awareness to the right people and at the right time. If you're nodding along to these points, chances are you're ready to invest in content marketing.
Yet, there's a lot of noise when it comes to marketing advice for startups — especially in 2025, when content types, tactics and tools are constantly evolving. With so many options, it can be difficult to pinpoint where to focus your efforts or even where to begin.
In this guide, we'll provide an all-encompassing and up-to-date overview of content marketing for startups in 2025. So, make yourself a hot drink, get comfortable and read on to discover:
What is content marketing in digital marketing?
To explain content marketing effectively, it's worth us first exploring what digital marketing entails. Here’s how MailChimp defines it:
“Digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads, podcasts and social media posts.”
When we discuss digital marketing, we’re typically referring to the broader marketing efforts being taken. It has a slightly different meaning to traditional marketing, which has a stronger focus on magazine ads, billboards, and direct mail— i.e. the type of marketing you see on paper, with the exception of television which also falls into this category.
Traditional marketing can be prohibitively expensive in comparison to digital marketing. It is also tricky to apply a targeted reach approach or get measurable results. For these reasons and many others, most startup founders will begin their marketing efforts digitally.
So, where does content marketing come in?
7 steps to successful startup marketing
Content marketing is a subset of digital marketing, involving the consistent creation, distribution and promotion of high-quality content to attract and engage a target audience. Ultimately, the goal is to convert those who engage with the content into paying customers. The journey is often indirect, however. For example, before becoming a client, a user might read a blog, download an ebook, and then request pricing from a business before having any conversation with a salesperson.
Why is content marketing important?
In short, a digital marketing strategy can’t exist without content. If you want to build trust, attract and engage target audiences, improve SEO, and establish long-term relationships with customers, content marketing is a must.
With more than 850,000 businesses registering with Companies House in 2023, you’ll need content marketing to stand out and differentiate your brand. The good news is that content marketing is scalable and accommodates a multitude of budgets, and as soon as you start, you'll begin fueling business growth.
What is a content marketing strategy?
A content marketing strategy is a high-level plan that maps out the creation and execution of content across key channels for a digital product or service. So, why is having a strategy important?
Creating content without a strategy is like sending a salesperson to pitch without knowing their audience or where to find them. They may get lucky occasionally, but chances are their efforts will mostly fall flat because they lack direction, fail to resonate with the audience, and miss opportunities to deliver value or build trust. To be successful, it’s important that a content strategy is centred around customer needs and plugs into the business’s wider goals and marketing strategy.
When is the right time for startups to invest in content marketing?
Before working with any startup, I always check that they have or can get these circumstances in place:
A clear product/service and value proposition
A strong understanding of their target audience
Resources and budget to create high-quality and consistent content
Relationships with customers
A clear sales funnel or customer journey.
A desire to build brand awareness, drive organic traffic, improve SEO, grow your online presence, and attract new clients are also clear signs you're ready to invest in content.
Types of content
There are many different types of content but each serves a distinct purpose — from attracting and educating prospects to building trust and driving conversions. Here’s a quick summary of ten content types that work well for SaaS startups:
Blog posts: Written articles that provide insights, solutions, or updates on industry topics.
Whitepapers: In-depth, authoritative reports addressing specific industry challenges or solutions — sometimes backed by original research.
Ebooks: Comprehensive, long-form guides that offer detailed information on a particular topic.
Case studies: Real-world examples showing how your product or service solved a customer’s problem. Testimonials are typically a quote.
Webinars and virtual events: Live or recorded sessions where experts share knowledge and engage with an audience.
Infographics: Visual representations of data or information designed to be easily understood at a glance.
Email newsletters: Regularly sent emails with updates, insights, and curated content for your audience.
Podcasts: Audio-based content that discusses industry trends, interviews experts, or shares insights.
Videos: Short, engaging visual content used to explain, demonstrate, or entertain.
Social media posts: Brief updates or content shared on social platforms to engage and inform your audience.
That’s a lot of content options, but don’t panic. Typically, startups will select a few key content channels to consistently publish on, such as a blog, newsletter, and social platform. Then, they’ll invest in meatier pieces of content, such as webinars, whitepapers or case studies, throughout the year. This approach means they can engage their audience across multiple touchpoints and enable decision-making at various stages of the buyer’s journey.
3 funnels of content marketing
What is top of funnel content?
Top of funnel content, also known as TOF or TOFU content, is exactly what it says on the tin. It's the content that feeds prospects into the initial stages of the sales funnel and often the very first touch point. Typically, these types of content pieces are blog posts and landing pages (which makes SEO especially important), whitepapers, infographics, reports and ebooks. Their purpose is to educate and engage without getting too promotional because the buyer is unlikely to be ready to buy yet.
What is mid-funnel content?
Mid-funnel content is often referred to as MOF or MOFU content. At this stage of the sales funnel, prospects will be aware of your brand and potentially ready to buy, but not to commit. They’re firmly in the consideration stage and may be comparing your brand with several others. Your focus should be on providing detailed information about your product and/or services, such as product comparisons or in-depth guides. This will help build trust and address any concerns or objectives they might have.
Types of content they might want to consume include webinars, social media posts (demonstrating that you have an online presence), or reading comparison guides. Content that also sits at the top of the funnel may also be read here, such as market research reports. Either way, your goal from mid-funnel content is to get on their level, demonstrate a genuine understanding of their needs and convince them to choose your business over others.
Finally, what is bottom funnel content?
Consider bottom of the funnel content (BOF or BOFU content) as the pieces that carry prospects over the conversion line. Some customers may go through the funnel rapidly while others could take weeks or months to convert. Your aim from bottom funnel content is to turn a ready-to-buy customer into a paying customer. Content types that help achieve this goal include success stories, customer referrals, customer reviews, and high-conversion landing pages, such as a demo page.
Content marketing funnel by content types
Why using keyword research within your content strategy is essential
Keyword research helps you meet your customers at the most timely opportunity — when they’re actively searching for a solution to a problem your business can solve. It can help you meet a bunch of business objectives, including:
Search engine visibility: Keywords help search engines understand your content, improving its chances of appearing in search results.
Targeting the right audience: Keywords indicate search intent, meaning you can create content for different stages of the buyers journey.
Building authority and trust: Keyword placement will build a picture of your expertise, and over time, help Google understand where your credibility lies.
Improving ROI on content: Relevant, keyword-driven content attracts quality traffic, helping to boost engagement, conversions and return on marketing investments.
Aligning goals with customer needs: Keywords align content with customer needs and business objectives, building relevance in your chosen market.
There are a number of low-budget and easy-to-apply SEO tactics that startups can implement as part of their content strategy, such as content clusters and topic authority building (EEAT). Whatever approach you choose, keyword research is an exciting opportunity to make content more effective and impactful, meeting your target audiences at the most opportune moment and with the right information.
What does a content strategy cost for startups?
The cost of a content strategy varies based on the scope and resources of the business, making it tricky to give an exact figure. However, it's possible to give some rough estimations.
Content strategy investment
For most startups, content strategy typically falls under the expertise of a senior-level content marketer. According to Glassdoor, the average salary for a Senior Content Marketer in the UK is £55,000, with some roles reaching closer to £70,000.
If this resource isn’t available in-house, outsourcing is a common option. Hiring a freelancer to develop a tailored content strategy — including competitor analysis, keyword research and content calendar creation — typically costs £2,200–£4,400. This estimate reflects the average daily rate of a freelancer in 2024 and the usual time required (5–10 days) to craft an effective strategy.
Content creation costs
Content creation costs also depend on your requirements. However, let’s assume you’ll need blogs as part of your content strategy. According to a 2024 poll by She Knows SEO.co, most bloggers require around 5-6 hours to write a blog post of around 2,000 words. Author of the poll, Nina Clapperton, points out that these hours only account for the actual writing of content but not time spent researching, formatting, uploading, and promoting on social media. So, for argument’s sake, let’s round the average blog creation to a day's work, of which Copywriting Pros estimates the average fee to be £440. Keep in mind, however, that some freelancers will offer a reduced rate for bundles or packages so it's worth inquiring about this when discussing budget.
For lead-gen content pieces, like a whitepaper, marketing leaders say they’ve paid around US$2,990 (£2,332) to US$7,800 (£6,084), which includes research, writing, and design. Factors that influence the cost of creating a whitepaper include research depth, writing quality, design complexity, length and topic complexity.
3. Essential tools
You’ll need a content management system (CMS) to host your website and blog, such as squarespace or wordpress — which varies from as little as £7 to £36 per month. Then depending on your needs, you may want to invest in:
SEO and keyword research tools: ranging from £20 to £110 per month for Pro accounts suitable for startups. The most popular tools include Semrush and Ahrefs.
Graphics: The Canva Pro plan costs £10 per month for startups looking to bootstrap visual elements but there is also a free, limited plan for individual users.
Metrics: Google Analytics and Google Search Console are the most popular tracking tools and cost nothing. However, they can be a bit fiddly to learn.
Social media: Ranging from £5 to £80 per month, and help centralise the scheduling and tracking of social media activity across your different platforms.
Distribution: Platforms like Mailchimp offer free basic plans for email marketing.
Quality checking: Grammarly offer a limited plan for individuals but I highly recommend investing in the Pro version at £10 per month per user.
Bear in mind that if you’re working exclusively with a freelancer, they’ll likely already own a suite of content marketing tools, reducing your need to invest in additional ones.
Where to begin with content marketing
Now that you have a good understanding of content marketing for startups, you’re likely feeling eager to get started! My advice is to first set your goals and then define who your target customers are, making a persona for each type of buyer.
Next, focus on one or two content formats that align with your audience’s preferences, such as blogs, videos, or newsletters. You’ll want to select formats where you can commit to consistent publishing — avoid spreading resources too thin by trying to do everything at once.
The next step depends on your preference, but in my experience, content performs best when you start by identifying 3-4 pillar topics that resonate with your target audience, then conduct keyword research. Leading with keyword research can sometimes cause businesses to focus on high-traffic keywords that attract the wrong audience and don’t convert. For example, if you offer a task management tool for remote teams, terms like “what is task management” attract people seeking general information. However, phrases like “how to collaborate on tasks with a remote team” address a specific problem, leading to higher conversion rates, even if the search volume is lower.
Once you have your list of keywords, you can build a content calendar that will enable you to publish consistently across your chosen channels (wherever your audience hangs out). Importantly, you’ll want to track performance, ensuring you adapt and refine your strategy as you go.
Need help getting your content strategy off the ground?
I’m content marketing’s biggest cheerleader because I know how impactful it can be for startups wanting to build their brand, connect with customers and fuel growth. However, I also understand that it can be a challenge juggling content marketing on top of running a business.
If you’re feeling stuck, don’t have time to dedicate, or simply prefer to leave content marketing to someone else, I’m here to help. I bring over a decade of experience helping startups turn their content strategy into a key driver of growth.
Ready to elevate your content strategy and drive real results? Schedule a call, today!
About the author
Anna is senior freelance copywriter, focusing on B2B content marketing for technology, cybersecurity, SaaS, and beyond. With over a decade of experience in content writing and strategy, she’s worked with renowned companies such as Gartner Digital Markets, Capterra, GetApp, Atlassian, Intigriti, and more.