Content marketing is quite important for SAAS startups, because it is a cost effective way to market the company, build the brand and educate about the product. The other aspect is, that content is easily shareable, discovered via search engines and also works 24/7 for you. You can create a great piece of content, and it delivers value hour in hour out for a long time. That’s a great marketing asset to have. The more of them you can have working for you the better.
Alternatives, like paid marketing, help with cut through and reach. But require you to keep spending all the time. Whereas content has very little ongoing costs. Startups live in a world where every dollar is accountable and analytics help provide that. Making it more accountable than some of the alternatives.
That’s not to say SAAS companies shouldn’t use other marketing tactics, it’s just finding that right balance.