Do You Really Need Content Marketing to Grow Your B2B SaaS?

Content marketing is often seen as the default growth strategy for SaaS startups—but it shouldn't be a blind choice. While it offers long-term benefits like brand awareness, trust, and authority, it's not always the best fit. To know if it’s right for your startup, use the 6-factor framework: buyer persona, business model, goals, resources, product complexity, and competition. Your alignment with these factors—not industry trends—should determine whether content marketing is your core strategy or just one of many options.

In nearly every industry, there’s one practice that's so widely accepted that it feels like the default. In SaaS, we can say it’s content marketing.

While its prevalence stems from its results, it's important to know if it's the right fit for your business without jumping on the train because “everyone else is doing ...