The best content marketing examples in B2B SaaS do more than attract traffic. They help buyers understand a problem, evaluate a category, compare products, learn how to use a platform, or make a better business decision. That is why a strong B2B SaaS content strategy needs more than a publishing calendar.
The strongest SaaS content programs rarely look like a blog filled with generic educational articles. HubSpot combines research with templates. Gong turns proprietary product data into original research. Ahrefs gives away useful tools. Zapier builds integration pages around real workflows. Webflow has built an education ecosystem around helping people become better at the job its product enables.
We reviewed 15 current B2B content marketing examples to understand what makes each one useful, how it fits into the buyer journey, and which parts another SaaS marketing team could realistically adapt.
How We Chose These B2B Content Marketing Examples
This is not a ranking based on estimated traffic, company size, or marketing budget. Much of that data is private or not directly comparable across companies.
Instead, we selected examples that meet four criteria: the content is active and publicly accessible in 2026, it serves an identifiable audience or buying-stage need, it uses a repeatable content format rather than depending on a one-off campaign, and there is a practical lesson another B2B SaaS team could apply.
The result is intentionally varied. These SaaS content marketing examples include original research, free tools, templates, comparison pages, customer stories, educational academies, integration pages, and operator-led guides. If you are building a similar system internally, OneMetrik’s content marketing agency approach connects content planning with SEO, AEO/GEO, distribution, and pipeline measurement.
Quick Comparison: 15 Content Marketing Examples and Why They Work
| SaaS brand | Content example | Main format | Funnel stage | What makes it useful |
|---|---|---|---|---|
| HubSpot | Resource library and State of Marketing | Research + templates | TOFU/MOFU | Turns expertise into reusable resources |
| Semrush | Original research and studies | Data-led research | TOFU/MOFU | Creates information other sites can reference |
| Ahrefs | Free SEO tools and educational content | Tools + guides | TOFU/MOFU | Lets prospects experience product value before buying |
| Gong | Gong Labs | Proprietary research | TOFU/MOFU | Turns first-party product data into insights |
| Intercom | Customer Service Transformation Report | Research report | MOFU | Owns conversations around its category |
| Zapier | App integration pages | Product-led SEO | MOFU/BOFU | Matches specific workflow intent at scale |
| Webflow | Webflow University | Courses + video + guides | TOFU/MOFU | Teaches the skill the product helps users perform |
| Slack | Customer Stories | Case studies | BOFU | Connects use cases to credible customer proof |
| ClickUp | Competitor alternatives and comparisons | BOFU SEO | BOFU | Meets buyers while they actively evaluate tools |
| Airtable | Content marketing guides + templates | Guide + template | TOFU/MOFU | Combines education with immediate utility |
| Notion | Template Marketplace | Templates + UGC | TOFU/MOFU | Makes user-created workflows discoverable |
| lemlist | Cold outreach templates hub | Templates + performance context | MOFU/BOFU | Gives users copyable examples tied to real workflows |
| HeyReach | LinkedIn outreach playbooks | Practitioner guides | TOFU/MOFU | Focuses on real operating problems, not generic advice |
| ChartMogul | SaaS benchmark research | First-party benchmarks | TOFU/MOFU | Turns proprietary data into industry reference material |
| Miro | Marketing strategy templates | Templates | TOFU/MOFU | Converts common work processes into usable assets |
15 Best B2B Content Marketing Examples from SaaS Brands
1. HubSpot: Build a Resource Ecosystem, Not Just a Blog
HubSpot’s content engine extends far beyond traditional articles. Its resource library combines guides, templates, tools, and research, giving marketing and sales teams practical assets they can use immediately.
Format: Research, templates, guides, and tools
Audience: Marketing, sales, and customer teams
Funnel stage: Top and middle
Why it works: One topic can lead to several useful assets. A marketer may first discover HubSpot through research, return for a template, subscribe for more resources, and only later investigate the software itself. Content is not treated as an isolated publishing channel. It becomes part of the company’s broader education and demand system.
Takeaway to copy: Instead of asking, “What blog should we publish next?”, ask how one strong topic can become a guide, template, benchmark, checklist, and distribution campaign.
2. Semrush: Make Original Research Part of the Editorial Calendar
Semrush publishes traditional SEO and marketing education, but its research-led content gives the editorial program another layer. Its studies use search, content, and marketing datasets to answer questions the wider industry is actively discussing.
Format: Original research and editorial analysis
Audience: SEO, content, and digital marketing teams
Funnel stage: Top and middle
Why it works: Original data gives other writers, marketers, and AI systems something to reference rather than simply another opinion to summarize. The research also sits naturally beside Semrush’s product because the company already operates in data-rich marketing categories.
Takeaway to copy: Look for anonymized product, campaign, CRM, or workflow data that can answer a question your market keeps asking.
3. Ahrefs: Use Free Tools as Content
Ahrefs treats product utility itself as content. Its free SEO tools sit beside a large educational library, giving users a way to solve a small problem before they ever become paying customers.
Format: Free tools plus educational content
Audience: SEOs, marketers, and website owners
Funnel stage: Top and middle
Why it works: A calculator, checker, or generator can solve a problem immediately. The visitor does not have to trust a product claim because they can receive value before starting a paid relationship. The free experience also creates a natural bridge into the paid platform.
Takeaway to copy: If your product contains useful logic, calculations, or datasets, consider whether a limited version could become a public tool rather than another article.
4. Gong: Turn Proprietary Product Data into a Media Property
Gong Labs is a strong example of proprietary data becoming content. Gong uses aggregated insights from sales conversations and revenue activity to publish research for sales and revenue teams.
Format: Proprietary research
Audience: Sales and revenue leaders
Funnel stage: Top and middle
Why it works: Gong does not have to compete only on opinions about sales because it has access to information that most sales blogs cannot reproduce. That gives its content genuine information gain and makes the company itself a source.
Takeaway to copy: Your strongest content asset may already exist inside your product or customer base. Ask what aggregated, privacy-safe patterns you can publish that the rest of the market cannot easily recreate.
5. Intercom: Create Category Research Buyers Return To
Intercom uses research reports to frame where customer service teams are in their adoption of AI, automation, and new support workflows. Its Customer Service Transformation Report is an example of a SaaS company publishing around a strategic question that matters directly to its category.
Format: Industry research report
Audience: Customer support leaders
Funnel stage: Middle
Why it works: Research gives Intercom a reason to participate in a broader industry conversation without making every paragraph about its product. At the same time, the subject remains tightly connected to the category it sells into.
Takeaway to copy: A useful annual report should answer a recurring strategic question in your market. Start with the question your audience wishes it had better data on.
6. Zapier: Turn Integrations into Search-Led Product Content
Zapier’s app integration directory creates pages around tools, pairings, and workflows that people are already trying to connect.
Format: Integration and workflow pages
Audience: Users trying to automate specific tasks
Funnel stage: Middle and bottom
Why it works: Search intent and product value are almost identical. Someone looking for a way to connect two business tools does not want broad thought leadership. They want to know whether the workflow is possible and how to implement it. The page simultaneously answers the search and demonstrates the product’s core value.
Takeaway to copy: SaaS businesses with integrations, APIs, templates, or distinct use cases should map those combinations before defaulting to more generic blog topics.
7. Webflow: Teach the Skill Behind the Product
Webflow University combines structured courses, tutorials, videos, and product education for designers and developers.
Format: Academy, courses, and video
Audience: Designers, developers, and Webflow users
Funnel stage: Top, middle, and post-purchase
Why it works: Webflow is not only teaching people where buttons are located. It helps the audience improve at web design and development, which increases the usefulness of the underlying product. Educational content can therefore attract prospective users, activate new users, and support existing customers.
Takeaway to copy: Build education around the job your customer is trying to become better at, not only around your feature set.
8. Slack: Organize Customer Stories Around Buyer Needs
Slack maintains a substantial customer stories library featuring companies across industries and use cases.
Format: Customer stories and case studies
Audience: Teams evaluating workplace collaboration software
Funnel stage: Bottom
Why it works: Case studies become more useful when buyers can find proof that resembles their own situation. A technology company, marketing department, or enterprise buyer does not necessarily need the same proof.
This is an important distinction for content marketing case studies. Publishing more customer logos is not enough. The collection needs to help prospects answer, “Has this worked for a company like mine?”
Takeaway to copy: Organize case studies by industry, company size, use case, department, and problem so they function as an evidence library rather than a chronological archive.
9. ClickUp: Answer Comparison Intent Directly
ClickUp actively publishes competitor comparison and alternative content, including guides that help buyers compare tools by features, use case, pricing, and workflow fit.
Format: Comparison and alternative pages
Audience: Buyers actively evaluating software
Funnel stage: Bottom
Why it works: These pages meet buyers at the point where vendor comparison is already happening. The strongest versions do not simply repeat a feature checklist. They explain which tool is best for which situation and acknowledge meaningful trade-offs.
Takeaway to copy: Build competitor content around decision criteria. A useful comparison page should help a buyer choose even when your own product is not the perfect fit for every use case.
10. Airtable: Pair the Educational Guide with the Usable Template
Airtable pairs educational content with practical content marketing templates that help teams manage ideas, assignments, deadlines, keywords, and post-publication work in the same environment.
Format: Guide plus template
Audience: Marketing and content teams
Funnel stage: Top and middle
Why it works: Educational content explains the process while the template gives the reader somewhere to execute it. That closes the gap between learning something and actually doing it, while naturally demonstrating Airtable in a relevant workflow.
Takeaway to copy: Every major how-to guide should prompt a second question: can we give the reader a working asset that helps them execute the advice?
11. Notion: Let the Ecosystem Create Content with You
Notion’s Template Marketplace turns practical workflows into discoverable assets created by both Notion and its broader creator ecosystem.
Format: Template marketplace and user-generated content
Audience: Individuals and teams searching for ready-made workflows
Funnel stage: Top and middle
Why it works: Notion does not have to create every possible workflow internally. The product’s flexibility lets creators build templates for highly specific jobs, industries, and audiences, expanding the number of problems the marketplace can address.
Takeaway to copy: If customers already build reusable workflows inside your product, give those workflows a discoverable home. Community knowledge can become part of the acquisition engine.
12. lemlist: Make Templates More Credible with Real Outreach Context
lemlist uses cold outreach templates and campaign examples as practical content for sales teams. Its template resources are organized around real outreach use cases rather than generic copywriting inspiration.
Format: Template library plus campaign context
Audience: Sales and outbound teams
Funnel stage: Middle and bottom
Why it works: Templates become more convincing when they are connected to real workflows. A user arrives looking for something immediately usable and gets a natural demonstration of the type of campaign lemlist helps execute.
Takeaway to copy: Do not publish generic templates simply because the keywords exist. Build the library around actual workflows, explain when each template should be used, and make execution easy.
13. HeyReach: Write for Operators Who Have Moved Beyond Beginner Advice
HeyReach publishes practitioner-focused LinkedIn outreach content around the problems growth and outbound teams encounter when campaigns move beyond the initial setup stage.
Format: Operator-led tactical guides
Audience: SDR, growth, and outbound teams
Funnel stage: Top and middle
Why it works: Experienced buyers quickly recognize beginner content. Writing about operational problems that appear after someone has already tried the obvious tactics gives the content a more specific and credible point of view.
Takeaway to copy: Interview practitioners about what becomes difficult after the beginner stage. Those operational edge cases often produce more differentiated content than another broad ultimate guide.
14. ChartMogul: Become the Benchmark Your Market Quotes
ChartMogul’s research and reports use aggregated SaaS data to explore recurring questions around growth, retention, revenue, and customer economics.
Format: Benchmark research
Audience: SaaS founders, finance, and growth teams
Funnel stage: Top and middle
Why it works: Benchmark questions recur constantly in SaaS. Founders want to know what good retention or growth looks like. When a software company can answer those questions with proprietary aggregated data, its content can become part of how the industry talks about performance.
Takeaway to copy: Identify the benchmark questions sales prospects ask repeatedly and determine whether your product data can answer any of them responsibly.
15. Miro: Convert Processes into Reusable Templates
Miro maintains dedicated template collections for common business workflows, including marketing strategy templates spanning funnels, planning, canvases, and related activities.
Format: Templates
Audience: Marketing and strategy teams
Funnel stage: Top and middle
Why it works: Each template targets a job someone already needs to complete. Instead of telling users that Miro is flexible, the content shows what that flexibility looks like inside a real workflow.
Takeaway to copy: Start your template strategy with repeatable jobs, not broad keywords. A useful template should shorten the time between “I need to do this” and “I have started doing it.”
Best Content Marketing Examples by Funnel Stage
Top-of-Funnel Examples
At the top of the funnel, the most effective examples create value before the buyer has chosen a vendor. Gong Labs, ChartMogul’s benchmark research, HubSpot’s resources, Semrush’s studies, Ahrefs’ educational resources, and Webflow University all fit this role.
The important point is that awareness content does not have to mean generic beginner blogs. Proprietary data, tools, and deep education can introduce a brand while simultaneously establishing why its perspective is worth paying attention to. A deliberate topic-cluster strategy for SaaS can help organize these assets into a connected discovery journey.
Mid-Funnel Examples
Mid-funnel content should help someone move from understanding a problem to understanding how to solve it. Airtable’s guide-plus-template approach, lemlist’s outreach templates, Notion’s workflow templates, and Intercom’s category research work well here because each gives buyers something concrete to evaluate or use.
This is where many content marketing examples for B2B become especially useful. The content is educational, but it is close enough to the product category to create meaningful buying context.
Bottom-of-Funnel Examples
The strongest bottom-funnel examples reduce uncertainty. Zapier’s integration pages answer whether a specific workflow is possible. ClickUp’s comparison pages help buyers evaluate alternatives. Slack’s customer stories provide proof from companies already using the product.
For SaaS companies, this content can be just as important as high-traffic educational articles because buyers often consume it when a real purchase decision is already forming.
Best B2B Content Marketing Examples by Format
SEO Guides and Topic Clusters
Semrush, Ahrefs, and HeyReach show three different ways educational content can work. Semrush combines evergreen guides with research. Ahrefs combines tutorials with product data and tools. HeyReach focuses on narrower operator-level problems.
Individual articles become more useful when they sit inside a deliberate system rather than competing as disconnected posts. That is the core idea behind topic clusters for SaaS.
Original Research and Data Reports
Gong, Intercom, HubSpot, Semrush, and ChartMogul demonstrate why first-party research remains one of the strongest content formats available to SaaS companies.
AI can summarize publicly available advice quickly. It cannot independently recreate your anonymized product data, customer research, experiments, or proprietary benchmarks. Original evidence therefore gives both human readers and answer engines a reason to reference the source. This is also an important principle in AI content marketing, where source quality and original evidence matter more than simply producing more text.
Comparison and Alternative Pages
ClickUp demonstrates the opportunity clearly. Comparison content sits close to a purchase decision, but credibility matters. A useful comparison should explain methodology, update pricing and feature details regularly, acknowledge limitations, and make distinctions based on use case.
This format should support a broader B2B SaaS content strategy, not turn every article into a disguised sales page.
Templates, Tools, and Calculators
HubSpot, Ahrefs, Airtable, lemlist, Notion, and Miro all turn content into something the visitor can use. Templates and tools work particularly well when the product itself supports the same workflow. They let a brand move from explaining a task to helping complete part of it.
Founder and Expert Thought Leadership
Strong thought leadership does not mean publishing generic executive opinions. The more defensible versions are attached to proprietary experience, operating knowledge, or data.
Gong’s research-led content and HeyReach’s practitioner-focused guides are useful examples. The expertise is visible because the content deals with details that appear when someone has actually done the work.
Newsletters, Video, and Social Repurposing
A strong source asset can support several distribution formats. Webflow’s educational system combines articles, courses, and video, while HubSpot’s resource model spans reports, templates, tools, and guides.
The lesson is not to copy and paste one article across five channels. Start with one useful idea or source asset, then adapt the format to how people consume information on each channel.
What the Best B2B Content Marketing Examples Have in Common
Across these examples, a few patterns stand out.
- The content performs a job. It helps someone research a benchmark, compare software, execute a workflow, learn a skill, or make a decision.
- The strongest content has defensibility. That may come from proprietary data, a free tool, customer evidence, product expertise, an ecosystem of templates, or a uniquely deep operating perspective.
- The content stays close to the company’s category. The goal is not to chase unrelated traffic simply because a topic has search volume.
- The best programs are systems. A recurring research property, academy, integration library, or template marketplace is harder to copy than one successful blog post.
- The content gives people something worth citing, sharing, saving, or returning to. That matters as discovery expands across Google, AI search, communities, newsletters, and other recommendation surfaces.
How to Build a B2B SaaS Content Engine from These Examples
You do not need to reproduce all 15 strategies. Start by defining the buyer and the business outcome the content needs to support. Then identify the two or three content formats where your company has an actual advantage.
A company with strong proprietary data may start with benchmark research. A workflow product may prioritize templates and use-case pages. A technical SaaS company may invest first in documentation, integrations, and deep implementation guides.
Build those formats into your B2B SaaS content strategy and connect each asset through deliberate internal links. OneMetrik’s AI content marketing framework can then support research, repurposing, and production without replacing subject-matter expertise.
The goal is not maximum publishing volume. It is to create a set of assets that become more valuable as they accumulate links, product context, customer evidence, and topical authority.
If that requires designing the content system from the ground up, a specialized content marketing agency can help connect keyword research, SEO, AEO/GEO, subject-matter expertise, distribution, and pipeline measurement into one roadmap.
FAQs
What are examples of content marketing?
Content marketing examples include educational guides, original research, templates, free tools, calculators, webinars, courses, comparison pages, case studies, customer stories, newsletters, videos, and product-led resources. The right format depends on the audience’s problem and stage of the buying journey.
What is B2B content marketing?
B2B content marketing is the creation and distribution of useful information for people making business purchasing decisions. In SaaS, this can include educational content for early research, product and use-case content for evaluation, and comparison pages, case studies, or implementation resources closer to purchase.
What content works best for B2B SaaS?
There is no single best format. Research works when a company has useful proprietary data. Comparison pages work when buyers are evaluating vendors. Templates and tools work when audiences need practical help. Case studies work when prospects need proof. The format should match the buyer’s question rather than being selected simply because it is popular.
How should B2B SaaS companies measure content marketing?
Measure visibility and engagement, but connect them to business outcomes where possible. Useful measures include qualified organic traffic, demo or trial conversions, assisted opportunities, sales usage of content, backlinks and citations, target-account engagement, and pipeline influenced by content.
How is SaaS content marketing different from general B2B content marketing?
SaaS content often sits closer to the product experience. Integrations, documentation, comparison pages, templates, use cases, and product education can influence acquisition while also helping users activate and adopt the software. That makes content part of both marketing and the customer journey.
Conclusion: Build Content That Becomes a Growth Asset
The strongest SaaS content marketing examples have one thing in common: they give buyers something more useful than another opinion.
HubSpot gives marketers research and templates. Gong and ChartMogul turn proprietary data into benchmarks. Ahrefs creates free tools. Zapier answers integration-specific intent. Webflow teaches the skill behind its product. Slack organizes customer proof. Airtable, Notion, and Miro make workflows reusable.
You do not need to copy their scale. You need to copy the underlying principle: choose a problem your buyers repeatedly face, create the most useful asset your company is uniquely qualified to produce, connect it naturally to the product and buyer journey, and build a repeatable system around it.
That is what turns content from a publishing calendar into a growth asset.