Step-by-Step Guide to Using a Content Marketing Funnel for Driving SaaS Revenue

Published on November 6th, 2023

8 min read

In today’s competitive world of Software as a Service (SaaS), having an effective content marketing funnel is crucial for generating revenue. A content marketing funnel is a framework that guides customers through various stages, like awareness, consideration, conversion, retention, and advocacy. It’s a tool that helps SaaS companies attract, engage and retain customers.

This guide will explore each stage of the content marketing funnel. Provide steps to implement it effectively to drive SaaS revenue. Let’s get started.

Step 1: Creating Awareness

The first stage focuses on establishing your brand presence and making potential customers aware of your SaaS offering.

  1. Researching Your Target Audience

Before creating any content, it is essential to have an understanding of your target audience. Conduct research to identify their pain points, preferences, and behavior. This valuable insight will shape your content strategy. Ensure that it resonates with your intended market.

  1. Developing top-of-funnel content

Create engaging content that captures attention and provides value without being promotional or sales-oriented at all. These can be insightful social media posts in your niche, creating YouTube videos, or writing blogs and guides.

  1. Distributing content

Creating content is only 20% of the job done. Your main goal is to get the right audience to consume your content and move down the funnel. When it comes to written content, invest in SEO and share your blogs and ebooks on social media. 

Step 2: Consideration

During this phase, potential customers are assessing your solution compared to others. They assess features, pricing, and how well it meets their specific needs. They also seek proof of effectiveness through reviews and case studies. Exceptional customer support is a crucial factor. Providing comprehensive, accessible information is key to moving them toward conversion.

  1. Developing Content for the Middle of the Funnel

Generate content that delves deeper into the advantages and features of your SaaS offering. This may include guides, webinars, case studies, and comparative articles. Share insights that help prospects grasp why your solution excels.

  1. Crafting Lead Magnets

Provide resources in exchange for contact information. These resources can be in the form of ebooks, whitepapers, or exclusive access to webinars. Ensure these lead magnets address pain points and showcase your expertise.

  1. Implementing Email Marketing Campaigns

Cultivate leads through targeted email campaigns. Segment your audience based on their interests and behaviors. Deliver tailored content that leads them down the funnel. Employ calls to action to incite interaction.

By furnishing information and valuable resources, you establish trust and credibility with customers, thereby increasing the likelihood of conversion in the subsequent stage.

Step 3: Conversion

During the Conversion stage, potential customers are at the point of making a decision about your SaaS solution. This is where you build their confidence and convince them that your offering is perfectly suited to meet their needs.

  1. Content Tailored for Bottom of Funnel and Case Studies

Provide content that addresses pain points and demonstrates how your SaaS solution offers a superior answer. Case studies that showcase implementations can be especially persuasive.

  1. Creating Effective Landing Pages

Develop focused landing pages that have conversion rates. Clearly communicate the value proposition of your SaaS solution. Provide an effortless path for conversion.

  1. A/B Testing and Optimizing Conversions

Continuously refine your approach through A/B testing. Experiment with elements on your landing pages and your messaging to discover the most effective combination for driving conversions.

By refining your messaging and presenting evidence of the value offered by your SaaS solution, you increase the chances of conversion.

Step 4: Retention Stage

Once you have successfully converted a lead into a customer, attention shifts toward retention.

Building a lasting connection is crucial to nurture this relationship and ensure that it continues providing value.

  1. Onboarding and Educating Users

Make the onboarding process seamless by guiding users through the setup. Offer them resources such as tutorials, webinars, and FAQs to help them make the most of your SaaS solution.

  1. Engaging Email Campaigns

Stay connected with your customers through targeted email campaigns. Provide them with tips, best practices, and updates about features to keep them actively using and benefiting from your solution.

  1. Responsive Customer Support and Feedback Channels

Maintain a customer support system that promptly addresses any concerns or issues. Actively seek feedback from your customers. Utilize it to make improvements. This does not resolve problems. It also showcases your commitment to constantly enhancing their experience.

By prioritizing user satisfaction and ensuring they consistently receive value from your SaaS offering, you establish a foundation for retaining loyal customers who advocate for your brand.

Step 5: Advocacy

At this point, your objective is to transform customers into advocates for your SaaS solution. Advocates not only continue using your product, but they also actively endorse it to others, becoming invaluable brand ambassadors.

  1. Encouraging User Feedback and Testimonials

Proactively seek customer input and encourage them to share their experiences on review sites, app stores, and social media platforms. Showcasing testimonials on your website helps build trustworthiness.

  1. Referral Programs and Incentives

Implement a program that rewards existing customers for referring businesses. Offer incentives such as discounts or exclusive features to both the advocate and the referred customer.

  1. User Generated Content and Community Development

Foster a sense of community around your SaaS solution by encouraging users to share their success stories, tips, and experiences. Not only does this strengthen your brand’s image. It also provides valuable social proof.

By leveraging customers’ enthusiasm, you will create a marketing force that can significantly impact your SaaS revenue and enhance your brand’s reputation.

Step 6: Analyzing and Iterating

It’s essential to analyze the performance of your content marketing funnel to keep improving. This will help you refine your strategies and maximize their impact on SaaS revenue.

  1. Tracking Important Metrics

Monitor metrics like conversion rates, customer acquisition cost (CAC), customer lifetime value (CLTV), and churn rate. These insights give you an understanding of how effective your funnel is and identify areas where you can improve.

  1. Gathering Feedback from Customers

Actively seek customer input through surveys, feedback forms, and social media. Their feedback can shed light on pain points, feature requests, and areas where your SaaS solution excels.

  1. Making Adjustments Based on Data

Use the data and feedback collected to change your content marketing funnel. This could involve refining messaging, optimizing landing pages, or even exploring channels for acquiring customers.

By adopting a data-driven approach, you can ensure that your content marketing funnel remains finely tuned and responsive to the evolving needs of your audience.


In this guide, we have provided an approach to using a content marketing funnel for boosting SaaS revenue. By guiding customers through different stages, such as awareness, consideration, conversion, retention, and advocacy, you can set yourself up for sustainable growth.

Always remember that the key to success lies in understanding your audience, offering content, and continuously improving your strategies based on data and feedback. Follow these steps diligently. You will be well on your way to achieving revenue growth for your SaaS business.

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