Content marketing for SaaS: matching content to buyer awareness

Executive overview

Most SaaS founders doing content marketing spray and pray — writing about any topic in their space with no framework for prioritisation. The fix is mapping content to Eugene Schwartz's five levels of awareness: unaware, problem aware, solution aware, product aware, and most aware.

Early-stage founders should start deep in the funnel at solution and product aware. Traffic is lower there, but buyers are close to purchasing. Top-of-funnel content can take years to convert.

The sweet spot for early SaaS content is solution aware and product aware — not unaware, not most aware.

The five levels of awareness (applied to a CRM called Bump)

1. Unaware — readers don't know they have a problem. Target broad keywords: "how to sell", "how to do better sales demos". Low conversion, long time-to-buy.
2. Problem aware — readers know they have a problem, not the solution. Target: "how to organise sales leads", "five tips to close more deals". Bump mentioned as one solution.
3. Solution aware — readers know software exists to solve their problem. Target: "top 5 CRMs", "cheapest CRM for [industry]", "Bump alternative to HubSpot". Include Bump in comparisons; capture email opt-ins.
4. Product aware — readers know Bump exists but are comparing options. Target "Bump vs HubSpot", "Bump vs Salesforce". Also create "alternatives to HubSpot" pages to piggyback competitor brand searches.
5. Most aware — industry insiders, consultants, agency partners. Less useful for individual customer acquisition; better for recruiting referral partners.

Where to start and what to skip

• Start at solution aware: buyers are actively looking, close to a decision.
• Add product aware content as soon as you have any brand recognition; "alternatives to [competitor]" pages can be created even earlier.
• Skip unaware content early on — the traffic is high but conversion lag is measured in years, not weeks.
• Skip most aware unless recruiting agency or consultant partners.
• Solution and product aware content doubles as education for prospects who find you through ads or word of mouth.

When to ignore content marketing entirely

• Fewer than 10 customers: content is a distraction. Focus on outbound — cold email, forums, direct conversations.
• Content pays off in 5–8 months; early-stage founders need results in weeks.
• Once past 10 customers, content becomes a legitimate low-cost acquisition channel.