5 Unpopular B2B SaaS Content Strategies That Drive More Product Signups

What is more important to a SaaS brand than getting more people to use their product?

After all, signups are just a stepping stone to the ultimate goal of driving more revenue.

With this specific goal in mind, most SaaS brands pour time, energy, and money into content marketing, yet their signups stay flat.

Why? Because they follow the same outdated content playbook.

It’s now more of a struggle in an era when AI is competing with the best generic content out there. Doing the usual alone doesn’t cut it anymore.

Because of these, I’ve curated some unpopular proven content strategies to include in your content processes to drive more signups.

These five unconventional tactics will help you break through the noise, hook your target audience, and drive conversions.

P.S.

While this topic specifically concerns SaaS brands, other tech brands can benefit from it.

It’s time for a serious business!

1. Turn Your Testimonials & Case Studies into Signup Magnets

A customer talking about their experience is worth ten times the amount of time you write or say about yourself, says David J. Greer.

Think about the time you needed a project management tool for your team. How did the process start? It’s simple; you researched or heard how the product simplified someone else’s processes. This is usually how many buyers make decisions, and this fact is established by a recent BrightLocal survey.

BrightLocal Survey

The same applies to SaaS brands. Let your past users’ success stories speak for you. Strategically position your clients’/users’ stories within your content processes to help readers have a clear picture of its usage.

Onize Muhammed, a B2B SaaS content writer, explained that creatively weaving past customers’ stories in your content strategy is an untapped content zone with a high potential of increasing conversion rate. She says,

“In the content agency I worked for, YCM, we manually review volumes of case studies for pain points (the problem that made them seek out our client’s solution), job to be done (what they used our product for), and the specific features of our software that helped them. When building content briefs, we link to relevant case studies to help writers understand the persona they are writing for (instead of stating an arbitrary target audience like most briefs do). Sometimes we’d extract quotes and ask writers to weave them into the content.”

She said adapting relevant case studies alongside content strategy allows them to identify the pain points to prioritize and unique content ideas that most keyword tools may not reveal. According to her, this approach helped one of their clients who struggled to gain signups from their BOFU articles to record a 20% increase in conversion.

So now, how do you adapt this strategy to your process?

Here’s How to Build a SaaS Content Strategy that Infuses Customers’ Stories

1. To simplify the process, categorize customer case studies based on your service or product offers. This should have been a part of your site architecture for easy navigation and categorization. The screenshot below shows an example:

2. As you have the case studies on your website, have them organized in a spreadsheet with relevant columns such as customers’ names, challenges/pain points, solutions, product category, service category, and outcome.

3. Review the case studies, their product category, pain points, and solutions to determine which can be infused into your content strategy. Some may be stand-alone topics, while some may have to augment relevant content topics.

For example, reviewing a SaaS brand customer testimonial spreadsheet and seeing numerous stories on cloud solutions may lead us to create a topic on “Top 10 ways Businesses Leverage Cloud Solutions (with case studies).” Also, Suppose you notice that a particular product category is popular in the case study. In that case, you may implement what PostHog calls defensive SEO (giving your best products the accolades they deserve by showing them to more audiences).

4. Ensure your content brief is detailed enough to communicate the content expectation to your writer.

2. Stop Guessing: Use Real User Data to Create High-Converting Content

Customers’/users’ expectations change, making yesterday’s data nearly useless to deal with them today. The tricky part is that they expect brands to respond quickly to this change, understand what they need, and provide a tailored solution, as stated in Salesforce research. This means that brands must develop a proactive approach to gathering and analyzing users’ data to facilitate swift response to these changing expectations.

Therefore, SaaS brands should consider building a content strategy that balances Google-led (external traffic) and Product user-led (internal traffic) content needs. This approach allows you to create content that generates search engine traffic and prioritizes actual users’ needs.

Preeti Gupta, a product-led growth consultant at Packted Company, says talking with users to understand what content they need is an under-rated content strategy. According to her, many SaaS companies create content meant to get traffic from search engines, but often, this content doesn’t lead the user to sign up or convert. She emphasized that a strategy focused on solving users’ problems is needed. This makes sure that users are happy while you’re getting traffic from search engines.

For example, Ahrefs has detailed guides on accomplishing specific tasks for their target audience (digital marketers), like competitor research or running an audit. These guides educate the users and integrate the tool effortlessly into the article, sharing screenshots, videos, and more. This way, the reader would want to check out how this product can be used for the same purpose, leading to more sign-ups.

How to Adapt Your Content Strategy Using Real User Data

1. Analyze and audit existing content strategies to check for gaps, such as alignment with business goals and the newly discovered users’ needs. Decide on what to keep, update, repurpose, or remove. Make this review part of your quarterly content goals to adapt to users’ needs swiftly.
2. Collect customer support, sales, and marketing data to understand users’ needs and common questions. Victoria Alabi, an SEO specialist for SaaS brands, also emphasizes that customer surveys could come in handy for gathering customer insights, which would allow content teams to prioritize what matters. A simple poll (see screenshot below) on some of your popular blog pages could help you gather insights quickly.

Source: PostHog

3. Review the surveys to understand the specific context within which those problems arise. Then, adjust the strategy (reviewed in step 1) based on real customer concerns and create content that directly answers these questions and solves their problems.

Minnie Mururi says effective content targeting user problems goes beyond simply stating pain points. She advises SaaS brands to delve into the nuances of their audience’s daily workflows and industry challenges, illustrating problems with real-world scenarios and addressing the root causes. This approach builds trust and demonstrates expertise, showing users why a solution is necessary.

For example, if your current strategy includes a blog series on “productivity tips,” but customer data shows frequent questions about “how to use a specific feature,” you may focus on how-to guides and tutorials to make the content more valuable with practical examples.

3. Be Bold to Invest in Opinionated Content to Win Your Audience Attention

The goal of opinionated (thought leadership) content isn’t just to stand out from AI-generated content. It’s to spark meaningful conversations with your customers by engaging their thinking.

It’s one of those marketing approaches that doesn’t look like marketing. Just like Chris McNeil puts it, it’s a way of triggering your target audience to think in a specific new way. This has a psychological effect that later boosts your marketing effort.

Source: Chris McNeil, the author of Strategic Thought Leadership

Psychologically, this kind of content taps into cognitive dissonance, where readers encounter a new perspective that challenges their existing beliefs, and they feel a natural urge to resolve the gap. This sparks curiosity, deeper engagement, and a stronger emotional connection with your brand beyond the generic ideas they’ve encountered. As your opinion intellectually stimulates your audience, they are more likely to trust you and take action. Over time, this trust builds into brand loyalty, making prospects more receptive to your product and increasing conversions.

Preeti Gupta advises SaaS brands to share their opinions on topics their audience cares about. She says, “Playing safe by creating content that pleases everyone often leads to creating content that AI can create. To be able to really help the users and build trust with them, you have to put your honest opinion. Sharing things that the people have never seen or read before. This showcases the brands as an authority and allows them to have a stand in the industry.”

One of the SaaS brands that effectively showcases thought leadership in SEO and marketing is SparkToro, led by Co-founder Rand Fishkin and VP of Marketing Amanda Natividad. Rand stays ahead of industry trends, sharing insights on marketing and AI through firsthand experience and experimentation. Similarly, Amanda, known for originating “Zero-Click Content,” shares valuable perspectives on key marketing topics.

While their content isn’t always about SparkToro, it keeps them at the top of their audience’s minds as a trusted and authoritative brand.

So, how do you build Opinionated Content that isn’t just about you but resonates with what your audience wants?

How to Stay Opinionated With Your SaaS Content

1. Take a bold stand on industry norms. Challenge mainstream advice with data-backed results. This is not about opposing an existing best practice but showing deep thoughts and experimentation about a topic.
2. Turn your customers’ pain points into industry critiques. This is why reviewing old case studies and building a system of evaluation for new case studies is critical in your content strategy. Identify common frustrations and call out flaws in existing solutions (without directly promoting yours).
3. Showcase unique use cases beyond the obvious. Create content on unexpected ways to use your product based on user success stories. This may be based on how an existing customer used your product. Also, instead of just testimonials, tell raw, unfiltered customer stories (struggles → realization → solution).
4. Leverage ‘hot take’ LinkedIn & Twitter-style posts. Share short, opinion-driven insights with strong hooks to drive engagement. Example: “If your SaaS onboarding requires a 30-minute tutorial, your UX is broken. Here’s how to fix it.”

4. Ditch Boring Content & Use Interactive Demos to Turn Readers into Users

The goal here is to engage readers with your product, showing them how your product can ease their pain points to reduce the “tell” friction. Visual engagement lets you get readers’ attention to the fact that they can say, “Oh! This product allows me to share my screen with a team member! I can see the simple interface and its interactive features. It also allows me to customize the outlook. I love this. I think this perfectly suits my team’s needs.”

Interactive demos create a lasting impression by showing, not just telling. Since the human brain processes visuals quickly, demos create a stronger and more memorable experience. With shrinking attention spans, they ensure users quickly grasp your product’s value.

Unfortunately, most SaaS brands overlook the potential of interactive content, favouring traditional formats like blog posts and static case studies, says Minnie Muriri, a content strategist for SaaS brands.

According to her,

“Investing in interactive experiences that personalize problem-solving and education can significantly enhance engagement and drive conversions. Giving readers/prospects the opportunity to input their data or explore features through interactive demos gives them full control to gain tailored insights and a deeper understanding of how the SaaS solution addresses their specific needs. 

This approach fosters higher engagement and provides valuable data for lead qualification and product improvement. This is because interactive tools gather insights into user behaviour and preferences, allowing brands to refine their offerings and marketing strategies.”

The psychological effects of what Minnie just described are:

• Users autonomy
• Users curiosity
• Users connection
• Feedback and reward
• Mastery

Furthermore, interactive content like product tours and quizzes simplifies complex product features, improving onboarding and reducing customer support inquiries. Likewise, personalized, interactive experiences can differentiate a brand, build stronger customer relationships, and unlock more significant ROI.

How to Implement Interactive Product Demos into Your Content Process

1. Where on your website are you implementing the product demo? Identify high-intent content like comparison articles, solution-focused guides, and pain-point-driven posts. Then embed interactive product demos directly within them. Instead of just adding a CTA, integrate a mini-demo widget (like a step-by-step product preview) within the content to let users experience a key feature.
2. Create a ‘Try It Now’ section in your case studies. Case studies convince potential buyers, but adding an interactive demo makes them more persuasive. Beyond showing results, let readers also experience the scenario within an interactive demo so potential users can test-drive how your tool solves similar problems. This way, they see firsthand how it works for them.
3. Use interactive demos in email nurture sequences: Cold emails and nurture campaigns often struggle to convert. Adding an interactive product demo gives potential buyers a reason to engage. Instead of linking to a generic demo page, include a personalized, interactive walkthrough tailored to the reader’s industry or past behaviour.
4. Turn feature announcements into hands-on experiences. Compared to writing long blog posts about new features, create a “Test This Feature” section in product update blogs, where users can click through the new functionality instead of just reading about it. This increases engagement and product familiarity.
5. Add interactive demos to landing pages with exit-intent popups. If visitors are about to leave your pricing or feature pages without signing up, hook them with an instant product experience. Use exit-intent popups offering a guided, no-login-needed demo instead of a free trial sign-up. This eliminates friction and removes the commitment barrier that prevents users from trying your SaaS tool.

Integrating these interactive demos strategically reduces friction, boosts engagement, and converts passive readers into active users, leading to higher sign-ups and product adoption.

5. Invest in Product-Led Webinars to Convert Attendees into Customers

Just as video content found its way into content marketing around the 2010s, webinars are beginning to become an effective engagement tool for businesses. And if you haven’t started including it in your SaaS content marketing strategy, it’s time to start planning. Here are some of its statistics that speak volumes:

• 66% of respondents use webinars to educate their customers, while 60% use them to generate leads. (Twenty Three)
• On average, companies see 20% to 40% of webinar attendees entering the sales pipeline as qualified leads. ( Hubilo)

Ilean Harris, an online sales expert who shared her experience of achieving a 20% conversion through webinars, says, “Webinars are a powerful tool for businesses to connect with potential customers and make sales. Whether I am selling a $97 product or a high-end coaching program, I find that people value having an opportunity to hear your story, gain insights from your experience, and the chance to ask you questions live.”

Without losing focus on your core goal – staying at the top of your audience’s minds – delivering valuable content through webinars can increase the potential of getting sign-ups.

Beyond increasing conversion rate, a webinar helps your content marketing team never run out of ideas. This is because webinar content can be repurposed into different formats: short-form content, series of blog posts, PDFs, and carousels for LinkedIn posts. As Chima Mmeje, the senior content marketer at Moz, showed her content repurposing strategy for webinars,

Webinars also improve your chances of being a thought leader or some topics in your industry. Now that it’s apparent webinars are fast becoming a critical content marketing strategy, the question is how to effectively position your brand for a mind-blowing session that piques the audience’s desire to sign up.

How to Develop a Product-Led Webinar in Your SaaS Content Marketing Strategy

• Start with your webinar topic: Search your most popular blog topics, looking through engagements like comments, questions, impressions, and clicks. These engagements may show that people are interested in the subject. You may also review your social media channels for recurring discussions from competitors or customer support. Research industry trends or hot topics that your audience would be interested in. Lastly, your customer testimonials may be a great resource to inspire your topic ideas. How has your product solved their problem, and how can this approach be applied to other businesses like theirs?
• Clarify the product or service you want to show the webinar attendees and the actions that should follow. Setting goals like this helps you focus on strategically positioning your webinar to spark the right action without appearing salesy to attendees.
• Having decided on a topic, spend more time creating a compelling title that gets your target audience’s attention to sign up. For example, instead of a bland and generic topic that says “Understanding SaaS Security Compliance Requirement,” you may tweak the topic to be more catchy, such as “SaaS Security Compliance Unlocked: Insider Tips to Avoid Fines & Build Customer Trust.”

A closing statement from Bushan Bhad, the founder of Socnity Media, is that “Webinars can be liabilities. They can be converted into lead-generating assets with proper strategy.” Strategize and make the best of your webinars.

Spice Up Your SaaS Content Strategy For Conversion

It’s easy to become trapped in the regular content strategy, which chases after traffic but only crawls toward conversions.

This is where going out of the box comes in, especially for SaaS brands struggling to improve conversions. By following each of these unpopular strategies, your audience won’t feel sold to, and you won’t need to keep doubling on content efforts that don’t move the needle.

Your business strategy starts with your audience, and your business growth ends with them.

Go the extra mile by:

• Juicing out all the goodies in your customer testimonials, reviews, and case studies
• Using real data to uncover customers’ actual needs
• Invest in opinionated content that speaks for your brand itself
• Creatively infuse interactive product demos in your landing pages and blog content
• Invest in product-led webinars