A SaaS content strategy sets out which accounts content should attract, what it must teach them before, during and after a trial, and how its effect on recurring revenue is measured. It is owned by the head of content and agreed with the heads of growth, product and customer support.
This is the SaaS version of the content strategy template.
A complete content strategy for a fictional organization: self-serve time tracking and invoicing software company serving small agencies and consultancies.
| Organization | Self-serve time tracking and invoicing software company serving small agencies and consultancies (50 staff) |
|---|---|
| Ambition | Make content the main source of agency trials and the reason those trials activate, so content-sourced signups add $19,000 in new monthly recurring revenue each month by the end of 2027. |
| Horizon | 1 year |
We have 3,200 paying accounts and $6.0 million in annual recurring revenue. Agencies with 5 or more seats are 45% of accounts and 90% of revenue: they pay $310 a month on average and churn at 1.1% a month, against $29 and 5.8% for solo freelancers. The blog draws 52,000 organic visits a month, and 70% of them land on invoice templates and rate calculators written for freelancers. Content starts 520 of our 1,400 monthly trials, but only 115 of those are teams. Content-sourced signups add about $7,200 in new monthly recurring revenue. The product ships weekly, and 140 help articles show screens that no longer exist.
Challenges| Audience | What they need | Where they look |
|---|---|---|
| Agency owner or operations lead (5 to 40 people) | Know which clients and projects make money; a reason to move off spreadsheets | Search, agency owner communities, peer referrals, software review sites |
| Project or account manager | Get the team to log time without nagging; see budget burn before a project overruns | Search, YouTube, templates passed between agencies |
| Trial admin in the first 14 days | Import clients, set billable rates and send a first invoice from tracked time | Onboarding emails, in-app guides, help center |
| Admin of a paying account | Use the reports and retainer features already paid for; decide whether to upgrade | Product update emails, in-app messages, help center |
| Pillar | What it covers | Example topics |
|---|---|---|
| Agency profitability | Utilization, billable rates, project margin and scoping | Calculating utilization for a 12-person agency; pricing a retainer |
| Getting a team to track time | Rollout, habits, policies and objections from staff | A two-week rollout plan; what to say when designers refuse timesheets |
| Billing and cash flow | Invoicing from tracked time, retainers, deposits and late payment | Retainer overage clauses; a three-email collections sequence |
| Switching and setup | Comparisons, migration from spreadsheets or another tool, accounting integrations | Moving off spreadsheets in a weekend; pages for the six alternatives buyers name most |
| Format | Channel | Cadence | Purpose |
|---|---|---|---|
| Comparison or alternative page | Website | 2 per month until 18 are live | Capture agencies already choosing a tool |
| Agency guide with a worked example | Website | 2 per month | Rank for profitability and rollout questions |
| Onboarding sequence and in-app guide | Email and product | Rebuilt in Q1, one test per month after | Get team trials to a first invoice from tracked time |
| Product update note | Email, in-app message, changelog | Every two weeks | Drive use of reports and retainers among paying accounts |
| Help article | Help center | Updated within 3 days of a release | Answer setup questions without a support ticket |
| Agency benchmark report | Website, ungated | Once a year | Earn links and citations from review sites and communities |
| Planning | A quarterly plan built from three inputs: the search terms agency trials used before signing up, the 20 most common support questions, and the product roadmap for the next 90 days. The head of content and the head of growth agree it together. |
|---|---|
| Production | The head of content writes comparison pages and briefs. The staff writer produces guides and onboarding. Two freelance agency operators write worked examples from their own experience. Every guide uses real numbers from a customer who has agreed to be quoted. |
| Review and approval | Product managers check claims about our product within two working days. Comparison pages are rechecked against the competitor's public pricing and feature pages before publishing, and state the date they were last verified. The head of content approves everything. |
| Maintenance | Each release ticket lists the help articles and screenshots it affects, and the release is not marked done until they are updated. Comparison pages are verified every quarter. Posts with no trial signups in 12 months are merged or removed. |
Priorities and measures
Teams produce 90% of revenue but only 22% of content-sourced trials. Agencies search for comparisons and profitability questions that we barely cover today.
| Outcome | Baseline | Target | Due |
|---|---|---|---|
| Content-sourced trials per month from teams of 5 or more | 115 trials | 240 trials | Q4 2027 |
| Comparison and agency queries ranking in the top three | 9 queries | 30 queries | Q4 2027 |
| New monthly recurring revenue added each month by content-sourced signups | $7,200 | $19K | Q4 2027 |
Trials that invoice from tracked time convert at more than twice the rate of those that do not. Most teams run out of trial before they finish setting up clients and rates.
| Outcome | Baseline | Target | Due |
|---|---|---|---|
| Team trials that send an invoice from tracked time within 14 days | 31% | 50% | Q3 2027 |
| Team trial-to-paid conversion | 19% | 25% | Q4 2027 |
Accounts that review project profitability each month rarely cancel and are the ones that upgrade. Only 24% of team accounts open those reports.
| Outcome | Baseline | Target | Due |
|---|---|---|---|
| Team accounts opening profitability reports each month | 24% | 45% | Q4 2027 |
| Net revenue retention of team accounts | 98% | 102% | Q4 2027 |
A weekly release cycle makes help content stale within a month. Outdated screens create support tickets and weaken trust in the comparison pages.
| Outcome | Baseline | Target | Due |
|---|---|---|---|
| Help articles showing outdated screens or pricing | 140 articles | 15 articles | Q2 2027 |
| Time from a release to updated help articles | 21 days | 3 days | Q2 2027 |
| How-to support tickets per 100 active accounts per month | 18 tickets | 12 tickets | Q4 2027 |
The same structure with a prompt in every field. Copy it, or download it as a Word or Excel file.
| Organization | [Describe your organization in a few words, with its size] |
|---|---|
| Ambition | [One sentence on where you want to be at the end of the plan] |
| Horizon | [How long the plan runs, for example 12 months] |
[Where things stand today: the facts that make this strategy necessary]
Challenges| Audience | What they need | Where they look |
|---|---|---|
| [Audience] | [What they need] | [Where they look] |
| [Audience] | [What they need] | [Where they look] |
| [Audience] | [What they need] | [Where they look] |
| Pillar | What it covers | Example topics |
|---|---|---|
| [Pillar] | [What it covers] | [Example topics] |
| [Pillar] | [What it covers] | [Example topics] |
| [Pillar] | [What it covers] | [Example topics] |
| Format | Channel | Cadence | Purpose |
|---|---|---|---|
| [Format] | [Channel] | [Cadence] | [Purpose] |
| [Format] | [Channel] | [Cadence] | [Purpose] |
| [Format] | [Channel] | [Cadence] | [Purpose] |
| Planning | [Your planning] |
|---|---|
| Production | [Your production] |
| Review and approval | [Your review and approval] |
| Maintenance | [Your maintenance] |
Priorities and measures
[Why this priority matters now, in one or two sentences]
| Outcome | Baseline | Target | Due |
|---|---|---|---|
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
[Why this priority matters now, in one or two sentences]
| Outcome | Baseline | Target | Due |
|---|---|---|---|
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
[Why this priority matters now, in one or two sentences]
| Outcome | Baseline | Target | Due |
|---|---|---|---|
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
[Why this priority matters now, in one or two sentences]
| Outcome | Baseline | Target | Due |
|---|---|---|---|
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
| [Metric you will track] | [Where it is today] | [Where it should be] | [When] |
Split content-sourced signups by plan or account size and compare what each group pays and how fast it churns. Write for the group that carries your recurring revenue.
Define the one action in a trial that predicts conversion, and make onboarding content responsible for getting accounts to it.
Measure content in new monthly recurring revenue, not trials or leads. Record the baseline by segment before changing anything.
List every place a customer reads about your product, including help articles and release notes, and give each an owner and an update rule tied to releases.
Decide which traffic you will stop feeding and tell the rest of the company before the visit count falls.
A plan only works if it is reviewed on a rhythm. This is the cadence the example assumes.
| Check-in | Outcome owners update progress and confidence weekly. |
|---|---|
| Review | Priority owners review outcomes and unblock initiatives monthly. |
| Reset | Leadership revisits priorities and targets quarterly. |
Tability keeps this cadence for you. Each priority becomes an objective, each outcome a key result with its baseline and target, and each initiative a tracked task. Owners get a check-in reminder and the plan shows what is on track.
Track this plan in TabilityStill comparing tools? See the 10 best strategy software tools.
It should include the account types content is meant to attract, the pillars it will cover, the formats for each stage from search to trial to paying customer, and the workflow that keeps pages accurate as the product changes. Tie the outcomes to recurring revenue: trials from the right segment, activation, conversion and retention.
A SaaS company earns revenue over the life of a subscription, so content has work to do after the signup. Onboarding emails, in-app guides, help articles and release notes belong in the strategy alongside the blog, because they influence whether a trial converts and whether a customer stays and upgrades.
Track trials or demos from the target segment, the activation rate of those trials, and the new recurring revenue they produce. In this example the team also tracks net revenue retention for accounts that use its educational content. Visits and rankings are useful diagnostics but should not be the headline number.
Yes, if it can keep them accurate. Buyers comparing tools are close to a decision, so these pages tend to bring trials from accounts that already know what they need. The risk is stale claims. This example rechecks every comparison page each quarter and shows the date it was last verified.
A team of two or three can run a focused strategy if the scope is narrow. This example has a head of content, one writer and two freelancers for a 50-person company. It works because they dropped a whole audience, limited formats to six and tied help updates to the release process.
Fill our classes, recruit and keep enough tutors to shorten the waiting list, and turn one-time donors into regular givers, using content a two-person team can sustain.
Move the content team from covering the sport to helping riders choose, fit and maintain what they buy, lifting product page conversion and repeat orders while cutting returns for fit.
A content strategy sets out who your content is for, the topics you want to be known for, and how each piece is produced, distributed and measured.
Make the self-serve plan the default way small support teams start with us, reaching $2.6 million in recurring revenue and feeding the sales-led plan with accounts that have outgrown it.
Be the engagement platform that employers with frontline workforces choose first, and grow net revenue retention to 105% by selling the second product to customers we already have.
Content strategy example
Horizon: 1 year
4 priorities · 10 outcomes
Targets are illustrative. Adapt them to your baseline before you start.