Content Marketing for MarTech Companies

MarTech companies face a paradox: you sell tools that help other businesses market better, yet your own content marketing is often the weakest link in your go-to-market strategy. The irony isn't lost on your buyers, either — they notice.

The good news? When MarTech companies get content right, the flywheel is powerful. Your product creates natural authority in the marketing space, your customers are content-savvy and hungry for expertise, and the overlap between your software's features and high-intent search terms is enormous. The challenge is building a content engine that actually scales without burning out your team.

Why MarTech Content Marketing Is Uniquely Hard

The MarTech landscape has over 11,000 solutions as of 2024. Buyers are overwhelmed, skeptical, and doing extensive research before they talk to sales. Gartner reports that B2B buyers spend only 17% of their time meeting with potential vendors — the rest is self-directed research.

This means your content isn't just a nice-to-have. It's often the first (and most important) touchpoint in a sale that might close months later.

What makes it hard:

• Rapid product evolution: Your feature set changes constantly, making evergreen content difficult to maintain
• Technical depth vs. accessibility: You need to write for both technical implementers and marketing executives who sign the checks
• Competitive noise: Your competitors are also good at marketing (they better be), so generic content gets ignored
• Attribution complexity: MarTech buyers often do their own attribution analysis, which means they'll scrutinize your content's logic

The Content Strategy Framework for MarTech

Layer 1: Foundational Authority Content

This is the content that earns you the right to be taken seriously. Think of it as building your seat at the table.

Benchmark reports and original research: MarTech companies have a unique advantage — your platform generates data. Use it. Annual "State of [Category]" reports, benchmarks on email open rates, conversion rate data across industries — this content gets cited, linked, and shared by exactly the people you want to reach.

Definitive guides on your category: If you sell marketing attribution software, you should own the Google rankings for "marketing attribution guide," "multi-touch attribution models," and every variation. These aren't product pages — they're genuine educational resources.

Comparison and alternative content: Buyers are already comparing you to competitors. Meet them there. "Averi vs. [Competitor]" pages, "Best [Category] Tools for [Use Case]" listicles — these convert at 3-5x the rate of generic blog content.

Layer 2: Use-Case-Driven Content

This is where MarTech content often goes wrong. Companies write about features rather than outcomes.

Wrong: "How to set up our drag-and-drop email builder" Right: "How SaaS companies reduced email production time by 60% without hiring more designers"

Map every major feature to a job-to-be-done, then build content clusters around those jobs. For each cluster, you want:

• A pillar post (2,000+ words) on the broader job
• Supporting posts on specific approaches, tools, or tactics
• Case studies showing real results
• Templates or tools your reader can use

Layer 3: Community and Conversation Content

MarTech buyers are active on LinkedIn, Slack communities, and industry events. Content that sparks conversation — contrarian takes, data-backed frameworks, hot takes on industry trends — gets amplified by your ideal customers.

This isn't about being edgy for the sake of it. It's about having opinions. "We analyzed 1 million email campaigns and here's what actually predicts unsubscribes" will outperform "5 Email Marketing Best Practices" every single time.

Common Mistakes MarTech Companies Make

Mistake 1: Writing for everyone Your ICP is specific. A marketing ops manager at a 200-person B2B SaaS company has entirely different content needs than a solo e-commerce founder. When you write for both, you resonate with neither. Define your ICP in detail — company size, role, industry, tech stack, maturity — and write for that person.

Mistake 2: Publishing without a distribution plan The "publish and pray" approach is how decent content dies in obscurity. Every piece needs a distribution plan before it's published: which LinkedIn profiles will share it, which newsletters might feature it, which communities it's relevant for, whether paid amplification makes sense.

Mistake 3: Ignoring the bottom of the funnel MarTech companies love thought leadership but neglect conversion-focused content. Comparison pages, ROI calculators, case studies by industry, and integration guides are the content that actually closes deals. If your content team only writes top-of-funnel, you're leaving money on the table.

Mistake 4: Not maintaining content MarTech evolves fast. A post about "the best marketing automation platforms" written 18 months ago is probably wrong in half its recommendations. Stale content damages credibility precisely at the moment a skeptical buyer decides to trust you.

Recommended Content Types for MarTech

1. Original data reports — Most impactful, highest investment
2. Comparison pages — Highest conversion rate
3. Integration guides — Captures high-intent product-adjacent searches
4. ROI calculators and tools — Sticky, linkable, lead gen
5. Customer case studies by vertical — Essential for late-stage buyers
6. Category definition content — Own the vocabulary of your space
7. LinkedIn thought leadership — Reach warm audiences outside search

Using AI to Scale MarTech Content

There's a particular irony in MarTech companies struggling to scale their own content — and a particular opportunity. AI-powered content workflows let you:

• Build content clusters systematically around your ICP's research journey
• Maintain brand voice consistency across a large content team
• Refresh and update existing content faster than writing net-new
• Personalize content for different verticals without creating everything from scratch

Averi is built specifically for this. You define your Brand Core (your positioning, voice, ICP), and the platform helps you move from research and strategy through drafting, editing, and publishing — all in one workflow. For MarTech companies managing multiple content tracks across SEO, product marketing, and thought leadership, having a single system that keeps everything on-brand and on-strategy is the difference between a content operation and a content mess.

30-Day Action Plan for MarTech Content Teams

Week 1: Audit and strategy

• Audit your existing content: What's ranking? What's converting? What's stale?
• Define or sharpen your ICP — be specific about role, company size, and stage
• Identify your 3 core content pillars (the main jobs-to-be-done your buyers care about)
• Map your competitor content gaps

Week 2: Build your content infrastructure

• Set up your Brand Core in Averi: voice guidelines, ICP, content strategy
• Create templates for your main content formats (pillar post, comparison page, case study)
• Establish your publishing calendar and workflow (research → draft → review → publish → distribute)
• Identify 2-3 subject matter experts internally who can be quoted or interviewed

Week 3: Create your anchor content

• Write or brief your first pillar post for each content cluster
• Create a comparison page for your top competitor
• Draft your first original data post (even if the data is a survey of 50 customers)
• Schedule 5 LinkedIn posts across your team

Week 4: Distribute and measure

• Amplify every piece through every relevant channel
• Set up tracking: organic rankings, content-attributed pipeline, time-on-page
• Identify what's getting traction and double down
• Plan month 2 based on what you learned

Further Reading

• the 80/20 marketing stack for martech companies
• content strategy software built for B2B SaaS
• competitive positioning resources from Averi's compare pages
• Averi's Strategy Map to position and grow a martech company with strategic content

Frequently Asked Questions

How often should MarTech companies publish new content?

Quality beats frequency, but consistency matters. For most MarTech companies, 2-4 high-quality posts per month outperforms daily publishing of mediocre content. The exception is social — on LinkedIn, daily or near-daily posting from key team members compounds over time. Focus your blog budget on fewer, better pieces and use social to amplify everything.

Should we hire a content team or use AI tools?

The honest answer: both. AI tools dramatically accelerate the research, drafting, and optimization process, but human expertise — particularly deep product knowledge and strategic judgment — is irreplaceable. The best content operations use AI to do the heavy lifting on volume and consistency, while experienced marketers focus on strategy, expert interviews, and final editing. Averi is designed to bridge this gap.

How do we prove content ROI to leadership?

Track content-attributed pipeline, not just traffic. Set up UTM parameters on all content distribution, use a CRM to track deals where content was a touchpoint, and report on content's contribution to pipeline and closed revenue monthly. For SEO content, track keyword rankings and their relationship to trial signups or demo requests. The goal is to show a clear line from content investment to revenue, not just pageviews.

What's the best way to stand out in a crowded MarTech content landscape?

Original data and strong opinions. Anyone can write "10 tips for better email marketing" — you can differentiate by publishing research no one else has, taking contrarian positions backed by data, or going deeper on niche topics than any competitor will. Find the questions your ICP is asking that nobody is answering well, and answer them better than anyone else.

How do we keep content up to date as our product evolves?

Build a content maintenance calendar as part of your content strategy. Every major piece should be reviewed every 6-12 months. When you ship a major feature or make a pricing change, immediately audit which content pieces reference those areas. Tools like Averi's Library help you organize and find existing content quickly so updates don't fall through the cracks.