# Build your B2B SaaS content strategy > Three lessons and three worksheets that leave you with a one page strategy, a thirty page coverage map and a ninety day calendar for your content program. Source: https://saas-marketing.net/courses/b2b-saas-content-strategy/ Topic: SaaS Content Marketing Type: course-index Published: 2026-09-11 Last updated: 2026-09-11 Publisher: SaaS Marketing (saas-marketing.net) License: CC BY 4.0. Quote or republish with attribution and a link to https://saas-marketing.net/courses/b2b-saas-content-strategy/ ## Short answer This course takes a B2B SaaS marketer from a blank page to three finished documents in about four and a half hours of work. Lesson one produces a one page strategy built on five customer interviews. Lesson two turns that into a tiered coverage map of roughly thirty pages. Lesson three converts the map into a ninety day calendar with named owners and publish dates. Every lesson is free to read without a form. ## Key takeaways - You finish with three artifacts: a one page strategy, a thirty page coverage map and a ninety day calendar with owners. - Lesson one requires five real customer interviews, and skipping them makes the other two lessons produce generic output. - Each lesson takes roughly 90 minutes including the worksheet, so budget one afternoon or three separate sittings. - The course is built for a first content hire or a founder writing the content personally, not for a team of eight. - Worksheets arrive by email, but every lesson page stays fully readable without submitting anything. --- Most content strategy courses hand you a framework and leave you where you started, except now you own a diagram. This one is built backwards from three files you will have open at the end: a one page strategy, a coverage map of about thirty pages with tiers, and a ninety day calendar where every row has a name against it. If you finish and those three files are empty, the course failed. ## Who this course is for A first content hire at a B2B SaaS company between roughly $500K and $10M ARR, or a founder writing the content personally because nobody else will. You have a product, some customers, and either no blog or a blog somebody started and abandoned in 2024. It is not built for a content team of six with an existing editorial operation. Those teams need governance, freelancer management and a QA rubric, which is a different problem. If you already publish twelve pages a month and want to know which ones to kill, start with [the quarterly content strategy review](/checklists/saas-content-strategy-review/) instead. Lesson one requires five customer interviews. Not a persona workshop, not a survey, five recorded conversations with people who bought, evaluated or churned. Without them the rest of the course produces confident, well structured, generic output. I would rather you delay by two weeks and book the calls than start on Monday with assumptions. ## What each lesson delivers Three lessons, roughly 90 minutes each including the worksheet. You can do them in one afternoon, though splitting them across a week gives interview scheduling room to breathe. Lesson one is the uncomfortable one. You will ask five people why they nearly did not buy, and the answers rarely match the messaging on your homepage. That gap is the raw material for everything downstream, which is why [how to build a SaaS content marketing strategy](/guides/saas-content-marketing-strategy/) spends so long on interview technique. - Lesson two converts what you heard into page titles. The tiering rule is blunt: comparison, alternatives and integration pages go in tier one, use case and problem pages in tier two, category education in tier three. Tier three is where most first time content programs start, and it is the reason they see nothing for nine months. The structural logic sits in [topic clusters for SaaS content](/guides/topic-clusters-for-saas/) if you want the reasoning before you take my word for it. Lesson three is scheduling and honesty. You will cut the thirty page map down to what actually fits in ninety days, which for a one writer team is eighteen to twenty four pages at best. ## The worksheets, and why they are emailed Three files: an interview guide with the eleven questions I use, a coverage map spreadsheet with the tiering formula already written, and a calendar with owner, SME, status and publish date columns. They arrive by email, one per day, timed to land the morning after each lesson. The lesson pages themselves are open. No gated sections, no fake paywall, no partial tables. If you want to rebuild the worksheets from what is on the page, everything is there, and the [SaaS content strategy template](/templates/saas-content-strategy-template/) covers the strategy document separately. **6 to 8** Pages a month one writer plus a part time SME can sustain at review quality ## What you will be able to do afterwards Answer a board question about why you are writing what you are writing, with evidence rather than volume numbers. Say no to a founder's idea for a thought leadership piece by pointing at the tier one gap it displaces. Hand a freelancer a brief that does not need three revision rounds. You will also know which pages to write first when the budget gets cut, because tiering is a ranked list, not a category label. That ranking is what survives a bad quarter. ## How this differs from the usual content strategy course Most courses teach the funnel, then a persona template, then a calendar. The funnel part is fine and available free in fifty places, including [B2B SaaS content marketing](/guides/b2b-saas-content-marketing/). What they skip is the decision: given limited writing hours, which thirty pages, in which order, and who says no. This course also assumes AI answer engines exist. Roughly 48% of queries now show an AI Overview, and organic click through rate falls sharply when they do, so lesson two grades pages partly on whether they are quotable rather than purely on estimated traffic. Definition pages, comparison tables and numbered method sections get cited. Nine hundred word opinion essays do not. People finish lesson two with a beautiful thirty page map, then try to publish all thirty in a quarter. By week six the writer is producing 1,100 word pages that rank nowhere, and the program gets labelled a failure when it was actually a scoping failure. Cut the calendar, not the depth. ## What this course will not cover Distribution beyond the basics. There is one section on repurposing in lesson three, and it points at [social media strategy for SaaS](/guides/saas-social-media-strategy/) rather than trying to teach LinkedIn in fifteen minutes. It also skips paid amplification, link building outreach, and any kind of programmatic page generation. Those matter, but they are optimisations on a program that already publishes reliably, and you do not have one yet. If you want raw topic input while you wait for interviews to be scheduled, [63 SaaS content ideas by funnel stage](/guides/saas-content-ideas/) is a decent holding pattern. ## The time commitment, stated plainly Four and a half hours of lesson and worksheet time. Three to four hours of interview time spread across two weeks, including the scheduling chase. Then roughly six hours a week of actual writing and editing once the calendar starts, which is the part nobody wants to hear. If you cannot commit the weekly six hours, do lesson one and two anyway. A coverage map with nothing published still tells you what to brief an agency, and it makes you a much harder client to overcharge. **How to work through it** ## Where to go next Start lesson one, or if you want the ninety day execution shape before you commit to the course, read [the 90 day SaaS content plan](/playbooks/90-day-saas-content-plan/) first. For the wider context on where content sits in a B2B SaaS growth model, the [SaaS content marketing](/saas-content-marketing/) hub covers budget, team size and benchmarks. Book the five interviews today. Everything else in this course waits on them. ## Frequently asked questions ### How long does this B2B SaaS content strategy course take? Around four and a half hours in total. Each of the three lessons runs about 90 minutes including the worksheet at the end. Most people split it across three sittings in one week. The customer interviews in lesson one sit outside that estimate and usually add three to four hours of calendar time across a fortnight. ### Do I need to give my email to read the lessons? No. All three lesson pages are fully readable with no form, no paywall and no gated sections. The email capture only delivers the three worksheets as editable files plus a reminder sequence. If you would rather rebuild the worksheets yourself from the tables on each page, everything you need is visible. ### What if I cannot get customer interviews booked? Then pause the course. Lesson one depends on five conversations with people who bought or churned. Without them you are guessing at pain language, and a coverage map built on guessed language produces pages nobody searches for. Sales call recordings in Gong are an acceptable substitute for two of the five, never for all five. ### Is this course suitable for a seed stage startup with no traffic? Yes, and it is arguably better suited to that than to a company with an existing blog. With no traffic you have no sunk cost to defend, so the coverage map can start at the bottom of the funnel where conversion rates are highest. Teams with 400 existing posts spend most of lesson two on pruning decisions instead. ### What is the difference between this and a content calendar template? A calendar tells you what publishes on which Tuesday. This course decides what belongs on the calendar at all, using interview language, a competitive coverage gap and a tiering rule that puts comparison and alternatives pages first. The ninety day calendar in lesson three is the output, not the input. ### Can a two person team actually run this? That is the intended reader. The calendar in lesson three caps at six to eight published pages a month, which one writer plus a subject matter expert doing two interviews a week can sustain. If you plan more than that, the bottleneck moves to review and the course will tell you to cut scope rather than hire.