Johnny UnarThe playbook is broken
The B2B SaaS content playbook is broken. Companies publish 3 blog posts a week, stuff them with keywords, gate everything behind a form, and wonder why their pipeline is empty. The problem isn't volume — it's value. Your prospects are smart, busy people who can smell filler content from a mile away. They don't need another '10 Tips for Better Productivity' listicle. They need insights they can't get anywhere else.
Three types that drive pipeline
The content that drives pipeline falls into three categories. First: original research. Survey your customers, analyze your product data, publish findings that your industry can't ignore. Second: practitioner content. Write about how you actually solve problems — specific tools, specific workflows, specific numbers. Third: contrarian takes. Challenge conventional wisdom with evidence. These formats build authority because they demonstrate expertise, not just awareness of a topic.
Distribution over creation
Distribution matters more than creation. A brilliant article that nobody sees is worthless. Repurpose every piece of content: the blog post becomes a LinkedIn carousel, a Twitter thread, a newsletter section, a podcast talking point, and a sales enablement asset. Build an email list and nurture it with genuinely useful content — not product pitches. Engage in communities where your buyers hang out (Reddit, Slack groups, Discord servers) and share insights without selling.
Measure what matters
Measure what matters. Traffic is vanity. The metrics that connect content to revenue are: marketing qualified leads from content, content-assisted pipeline (deals where the prospect engaged with content before converting), and time-to-close for content-engaged leads vs. non-engaged. If your content isn't influencing pipeline within 6 months, either the content isn't good enough or the distribution isn't working. At steezr, we help B2B SaaS companies build content engines that generate authority and pipeline — not just pageviews.
