In Q1 2024, Hubspot hit a milestone with a total turnover of $617.4 million! Linktree surpassed 50 million users in May. Similarly, InVideo reported having over 60,000 new registrations per day this year. Impressive numbers, right?
So, what's the common thread connecting these success stories? – Strategic content marketing that drives consistent lead generation.
These Software-as-a-service (SaaS) companies use different content types (from blog posts to video content) to attract, nurture, and convert qualified leads. Yet, for many SaaS brands, lead generation remains a stumbling block. Creating relevant, value-led content that engages potential customers can make all the difference.
With 85% of business-to-business (B2B) marketers using content for lead generation, the question isn't whether to invest in content. It's which format will deliver the highest Return On Investment (ROI). In this blog post, I've mapped out 10 expert-proven content formats that SaaS companies can use to increase their lead-generation efforts in 2025.
10 high-converting content types for SaaS lead generation: Overview
Format | Time Investment | Best For | Typical ROI Timeline |
In-depth blog posts | Medium | Awareness, SEO, education | 3-6 months |
Video content | High | Engagement, education | 1-3 months |
Case studies and customer success stories | Medium | Conversion | Immediate – 3 months |
Webinars | High | Lead qualification | 1-2 months |
Whitepapers | High | Authority building | 2-4 months |
Ebooks | High | Lead generation | 2-4 months |
Infographics | Medium | Brand awareness | 1-2 months |
Interactive content | High | Engagement, lead qualification, conversion | 1-3 months |
Podcast | High | Thought leadership | 6-12 months |
Social media content | Low-medium | Community building, lead nurturing | 1-3 months |
In-depth blog posts/articles
Blogging remains one of the most trusted content types and a lot of B2B SaaS marketers swear by it. Rightfully so, a report by DemandMetric found that companies with active blogs generate 67% more leads than their non-blogging competitors.
Strategic blogging allows you to:
Establish thought leadership in your niche
Make your product's complex features more digestible
Generate continuous leads through evergreen content
Support your prospects at various buyer stages
Take Zapier, for instance. They have invested strategically in their blog over the years. The results? Nearly five million organic traffic visits per month! "Every blog post you publish has the opportunity to gain long-term visibility, and grow the overall traffic of your site," says Hannah Martins, SEO Specialist at The SEO Kitchen.
These benefits make blogging valuable for SaaS brands looking to skyrocket their growth.
Pro tip: "Businesses that want to start driving more leads with their blog need to come up with an effective content strategy that targets the search terms their audience is already searching for. These businesses need to create quality content that helps their users - not a watered-down post to reach a word count. Make the best blog post you can, targeting the search phrase you want to rank for and rinse and repeat, and that's how you drive traffic and leads with something as simple as a blog.” – Hannah Martins.
2. Video content (demos, explainer videos)
People's attention spans are becoming shorter, largely due to distractions from social media. This makes it difficult for people to focus on longer tasks like reading. So, not everyone will have time to read your blogs.
And that's where videos come in – fortunately, they are performing brilliantly for SaaS brands.
Adopting a video content format for your SaaS brand allows you to:
Humanise your brand by putting a face behind it. This creates an emotional connection with your audience
Make technical concepts more understandable
Show products in action
What's even more telling? Pages with video content are 53× more likely to appear on the first page of Google search results. This can improve your search rankings which could significantly enhance your lead generation efforts.
Emphasising the importance of video content, Nathaniel Miller, Head of Marketing at The SEO Marketing Dad said,
“Videos help showcase our product in action, making complex features easier to understand and giving prospects a real sense of how it solves their problem.”
Take, for instance, Ahrefs. The brand launched its YouTube channel in 2015 and has grown to more than 500k followers. They used strategic content including product tutorials and educational content. This has led to thousands of qualified leads.
Pro tip: “Keep your videos short and focused. Attention spans are short, and you want to hook people right away. Lead with your main value proposition and make it relatable. Show the impact, not just the features.” – Nathaniel Miller.
3. Case studies and customer success stories
Why ask prospects to “trust you” when you can “show them” results? Especially when selling a SaaS product that runs for thousands of dollars annually. This is where case studies step in.
Case studies provide prospects with proof that says, “Yes, your product will work for their company.” According to the 2023 B2B Content Preferences Survey, 48% of B2B buyers find case studies appealing when making purchasing decisions.
This depicts how powerful this content type is. Using case studies allows SaaS brands to share:
Demonstrations of ROI
Clear before and after scenarios
Relatable customer journeys
Proof of your product's ability to deliver on its promises
“It's like reading about a Ferrari versus actually getting behind the wheel - it's the experience that makes prospects more likely to hit ‘buy'" says Thomas Hasset, founder of TH Results.
Pro tip: “Focus on showcasing tangible, measurable results that speak to your target customer's pain points. Don't describe the top-level features. Instead, prove how your solution drove meaningful improvements for the client's business.” – Thomas Hasset.
4. Webinars and virtual events
“Is anybody still hosting webinars in 2024?” – that's a fair question, considering today's short attention span. But interestingly, in the past year, 64% of B2B marketers hosted a webinar, virtual event, or online course. What's more, webinars receive an average of 284 registrations, alongside a 48% attendance rate.
But why are webinars killing it for B2B businesses?
First, people attending webinars are already interested in the products. They only need a push that turns their “I'm not sure how this works” moments into “Oh, now I get it” – which webinars offer.
They also work for these businesses because they:
Create opportunities for developing personal connections with prospects
Educate potential customers
Offer interactive product demonstrations
Allows real-time question-and-answer sessions
Generate qualified leads during registration
Helps increase your brand's credibility
Furthermore, hosting webinars helps you build trust with your audience. This makes them more receptive to future sales conversations.
“Webinars let you demonstrate expertise and connect with prospects in a non-sales environment," says Kelly Newcomb, Marketing Manager at Made Tech. Notion webinar series “Notions” is a good use case for this format. They combine product demonstrations with customer success stories to nurture potential leads effectively.
Pro tip: “When creating webinars, focus on providing value to your prospects first. Give them something helpful for free. This makes them more likely to respond positively, which is key to securing a demo when the time is right.” – Kelly Newcomb.
5. Whitepapers
Next are whitepapers. This is another popular content format used by SaaS marketers.
While they might seem a bit traditional, whitepapers remain a powerful lead-generation tool. A report noted that 48% of B2B buyers are willing to share their personal information to gain access to whitepapers. This is because of their effectiveness in helping brands position themselves as industry experts.
In his book, White Papers for Dummies, Gordon Graham explains why they're particularly valuable for B2B. He said, “White papers are the single most powerful piece of content any business-to-business (B2B) vendor can create. Why do I say so? Because no other piece of content can generate so many business benefits for so long– when it's done right.”
This shows how whitepapers are valuable for SaaS brands, especially those with complex offerings or long sales cycles, as they help build trust and authority in the industry.
Take Slack’s annual State of Work white paper series, for example. By reporting on modern workplace trends, they have become an authority on workplace needs. This has helped nurture several prospects toward their collaboration solution.
Pro tip: No one reads whitepapers for fun – they're for work. People tend to skim, scan, and skip whitepapers. Use visual breakers: bullets, graphics, headings, pull quotes, sidebars, and tables. These visuals need to point out the key branded messages of the document in a way that's easy for busy readers to follow – Gordon Graham, White Papers for Dummies.
6. eBooks
eBooks sit between blog posts and white papers. The format is not as short as the former nor too long as the latter.
Why should you leverage ebooks? First off, research shows that 50% of B2B buyers find eBooks appealing during their buying journey. This makes them a viable option for your content mix.
eBooks could also serve different purposes in SaaS marketing, including:
Build expertise
Serve as high-value lead magnets
Function as portable, comprehensive resources for potential leads
Enable content repurposing
"eBooks serve as evergreen lead magnets, offering detailed, in-depth content that speaks to your SaaS brand’s expertise,” says Paul DeMott, Chief Technology Officer at Helium SEO.” "They’re a valuable asset for nurturing leads over time and driving consistent inbound traffic by offering practical solutions to common industry challenges," Paul added. Take for instance Hubspot. They leverage this format by curating their “Inbound Marketing Kit ebook bundle.” By offering comprehensive insights in an accessible format, they created one of their most successful lead magnets.
Pro tip: “When creating ebooks, it’s important to keep the content relevant to your audience’s pain points. We’ve found that when the eBook is laser-focused on solving a specific problem, it gets much better traction. I recommend breaking the content into digestible chunks, using real case studies and concrete examples, and ending with a clear call-to-action, e.g. a free consultation or demo request”. – Paul DeMott.
7. Infographics
Infographics help present complex information about your software in an appealing, easy-to-understand format. Their effectiveness is backed up by research showing that readers retain 65% of information when combined with a relevant infographic. Now for the SaaS industry, that's a win.
Why do they work so well for SaaS brands? First, infographics help simplify abstract software concepts through visual representation. So, instead of overwhelming your prospects with technical jargon, you can share a visual representation of your product's value.
Second, infographics are shareable. This makes them effective at increasing brand engagement and awareness across professional platforms like LinkedIn. They allow brands to reach a wider audience without extra marketing spend.
That's why when SaaS brands such as Salesforce and Hubspot release infographics, they are easily distributed across various platforms — making more people aware of their services.
“Infographics simplify technical concepts, making them easier to scan and absorb. They’re versatile, allowing SaaS brands to reuse them across social content, newsletters, and more.” Johnny Hughes, Chief Marketing Officer at Avenue Z.
Pro tip – “Simplify the visuals." Use icons and minimal text to make information digestible. If possible, design a reusable template for updates or variations, ensuring brand consistency while saving time on future graphics.” – Johnny Hughes.
8. Interactive content (quizzes, assessment tools, and interactive demos)
Being an active participant in your purchasing journey (rather than passively consuming information) is rewarding. And that's what interactive content offers your prospects.
Unlike traditional content where people merely consume information, interactive elements like assessment tools, quizzes, and demos enable prospects to experience your software's value firsthand.
Interactive content works because it allows prospects to:
Experience hands-on with your software
Explore and uncover features that address their problems
Interact with interfaces through touching, swiping, and clicking – thereby building personal connections
“Interactive content transforms passive prospects into active participants, creating an immediate emotional connection," says Brogan Renshaw, Founder of Firewire Digital. “Our data shows that when SaaS prospects can manipulate features and see real-time results, they're 3.5x more likely to book a sales call," he added.
Consider Salesforce's ROI calculator as an example. It lets businesses input metrics and receive projected ROI figures. This offers potential customers value before asking for commitment.
Interactive content is particularly effective because it allows prospects to engage directly with your product, making its benefits more measurable.
Pro tip: “Start with your most requested feature demonstration and build interactivity around solving that specific pain point. We've found that focusing on one core problem rather than showcasing every feature increases conversion rates; prospects need clarity, not complexity.” – Brogan Renshaw.
9. Podcast
You might be wondering “Who has time to listen to podcasts these days?” Surprisingly, people do. Podcasts can be effective lead magnets, particularly for SaaS brands targeting niche audiences who prefer audio content.
EdisonResearch found that 40% of podcast listeners are business decision-makers. Remarkably, 46% of weekly podcast listeners have purchased a product or service as a result of a podcast.
One reason why they perform well is because of their ability to build deeper connections with audiences. "Podcasts build thought leadership and connect with niche audiences by allowing SaaS brands to dive deep into topics and build trust," says Tom Jauncey, CEO at Nautilus Marketing.
This is precisely what Slack has achieved with its podcast, the "Slack Variety Pack." The podcast has helped Slack build a stronger brand presence and connect with its audience on a deeper level.
Pro tip – Focus on quality over quantity—invest in good audio equipment and craft a clear structure for each episode to keep listeners engaged. I have one myself, 'Nauti Nerds.” – Tom Jauncey.
10. Social media content (LinkedIn and X)
Social media, particularly LinkedIn and X, has become essential for B2B marketing. Research shows that 95% of B2B marketers are active on LinkedIn and 82% on X.
Interestingly, another research shows that social media influences purchasing decisions for 84% of B2B executives and 75% of B2B buyers.
So, want to sell more? Go where your audience is.
Here's why these channels work:
LinkedIn: known for its professional audience is ideal for reaching decision-makers and showcasing expertise. With four out of five members driving business decisions, it's no surprise that B2B marketers generate more leads here than on other platforms. Consider brands like Datadog for example: with over 365k followers on LinkedIn, the cloud-based monitoring platform effectively uses LinkedIn to engage its audience and share valuable insights.
X (formerly Twitter): On X, the approach is different but equally effective for SaaS companies. While LinkedIn is ideal for sharing written posts and showcasing expertise, X is better suited for building community and increasing brand awareness.
“Social media lets SaaS brands engage with their targeted professional audiences. LinkedIn is perfect for showcasing thought leadership, whereas X offers a fast-paced platform for engaging with real-time engagement," explains Ani Gharzayan head of marketing at Neptune.ai.
Pro tip: “Focus on building relationships, not promoting products. Share content that resonates with your audience's challenges and engages in industry discussions.” – Ani Gharzayan.
Choosing the ideal content format mix for your B2B SaaS brand
Not every content type will work for your SaaS brand. Just because popular SaaS companies like Hubspot succeed with blog posts and webinars doesn't mean you should follow suit. You should consider the following factors when selecting the ideal content format mix for your brand:
Know your target audience
Let's face it, different strokes work for different folks. Your content strategy starts and ends with your audience. That's why it's essential to pinpoint exactly who your ideal target audience is.
Here are some questions to help you understand your audience:
Where does your target audience spend their time? For example, LinkedIn, forums, industry publications, or SaaS communities.
What type of content do they consume frequently? While Gen-Z prospects might devour videos, formats like white papers are often more effective for older enterprise buyers.
What stage of the buyer's journey are they at? Top-of-the-funnel content, such as blog posts and videos is great for building brand awareness. Meanwhile, case studies and webinars are better suited for driving middle and bottom-stage prospects toward making decisions.
Assess your available resources
Next, take an honest look at the resources at your disposal. This includes your budget, time, capacity, and expertise. Do they align with the content formats you want to leverage?
The truth is that every successful content strategy today is built on consistent efforts. I have seen startups burn out by attempting to manage five content types simultaneously. Instead, focus on what you can execute well, even if it's one format to start with.
Consider your product
Each SaaS product is unique. Your product's characteristics play a significant role in determining which formats will work best.
For example, if your product has a steep learning curve, in-depth tutorial videos, and interactive content may yield better results than blog posts.
Similarly, if your product is priced at a premium, you will need to build trust and provide convincing arguments. Formats like whitepapers and case studies can effectively educate and nurture prospects into paying leads.
Analyse your content goals
At the end of the day, what do you want to achieve with the content? Are you aiming to create brand awareness, build expertise, or generate leads?
Having clear content goals will help you make better decisions. For instance:
Blog posts and video content excel at building brand awareness and thought leadership.
Whitepapers and case studies are more effective for generating leads and nurturing them through the decision-making process.
The ultimate goal of every content strategy for SaaS brands is to generate leads – qualifying ones at that. That's why I highlighted the top content types for effective lead generation for SaaS companies. But honestly, you don't need to adopt every content format.
Start small. Focus on two or three formats that align with your audience's preferences, available resources, and goals. For example, you can combine in-depth blog posts with case studies or pair video content with social media content. As you gain momentum and learn what works best, you can expand your content mix. Always monitor your metrics, listen to your audience's feedback, and refine your strategy. Remember that all of your content should consistently deliver value to guide prospects toward making a decision.
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