Content marketing is more than just publishing blog posts or sharing updates on social media. It has evolved into a sophisticated approach that drives both customer engagement and conversion. For Software as a Service (SaaS) companies, content marketing is a critical lever for growth, brand-building, and customer acquisition.

This article explores seven modern best practices in content marketing, their benefits, and highlights two SaaS companies—HubSpot and Slack—that have excelled in using these strategies to grow their brand and market their services.

7 Modern Content Marketing Best Practices

1) Data-Driven Content Creation

Modern content marketing starts with data. By leveraging analytics and customer insights, companies can identify trending topics, preferred content formats, and user interests. This practice ensures that content is tailored, relevant, and more likely to resonate with the target audience.

Benefit: Higher engagement rates, better SEO performance, and increased likelihood of content sharing.

In 2024, April Pad sold an affordable SEO package to a small app developer. The developer wanted to expand his brand to multiple language zones. It created a content promotion strategy that tripled the number of paid users and strained the app hosting servers.

The SEO services created three articles weekly. These were supported by five profiles: a continental outlook, language sets, country profiles, and a mini-SaaS directory. The response to the data-driven content was impressive, delivering traffic and building readership.

Read more about the other 6 content marketing strategies