The tech industry stands at an interesting crossroads. With major political changes on the horizon and fresh economic winds blowing, analysts are predicting another surge in cryptocurrency adoption. This potential shift highlights something we’ve noticed lately.

Right now, three distinct business models dominate the tech landscape: SaaS, AI and blockchain technology.

What fascinates us here at Horizon Peak is how differently these sectors approach their marketing. Each type of company has developed distinct strategies to reach their audiences and demonstrate their value.

In this article, we’ll break down these approaches, highlight some standout examples and share concrete takeaways you can use in your own marketing efforts.

How SaaS companies approach content marketing

The SaaS content marketing playbook has changed dramatically. While traditional product marketing still matters, the most successful companies now focus on three key areas: becoming the go-to voice for niche industries, sharing their technical journey openly and teaching their users to be experts.

Let’s look at some standout examples:

DexCare publishes detailed case studies that speak to a specific audience. Their healthcare technology case studies document the exact processes healthcare organizations used to implement their solution, so their content is immediately useful to similar organizations considering their product.

Notion writes detailed technical articles about their infrastructure and development processes, like their data lake architecture. They also create thought leadership pieces about innovations like AI implementation and team management. This mix positions them as both technically credible and strategically insightful.

Figma’s “best practices” guides cover everything from design system fundamentals to team collaboration methods. This kind of content positions them as the definitive source for design tool knowledge for users.

Here’s how to put these lessons to work in your marketing:

1. Create content that addresses a niche audience’s unique challenges.
2. Use case studies to profile how your solutions have helped your customers.
3. Share your technical expertise through detailed guides and documentation.
4. Mix practical how-to content with forward-thinking thought leadership.

AI companies’ most effective marketing strategies

AI companies face an interesting content marketing challenge in 2024. Unlike SaaS companies that have straightforward subscription models, AI companies need to explain complex pricing that is often tied to usage and outcomes. They also need to build trust in technologies that many people still find mysterious.

Here’s how leading AI companies tackle these challenges:

OpenAI uses their technical blog to pull back the curtain on their technology. They explain their development process and security measures in detail, instead of assuming customers will accept black box tech. This transparency helps enterprise customers feel confident about adopting their tools and accepting complex enterprise pricing models.

On their YouTube channel, Otter takes a different approach. Their videos show real people using AI transcription in everyday situations. This content makes AI feel practical and approachable rather than theoretical — and shows clear benefits.

Sierra.ai focuses on education through webinars. For example, one of their on-demand webinars teaches potential customers about AI agents by showing a demo of how their technology works.

What you can apply to your marketing:

• Explain your pricing in terms of concrete business outcomes.
• Create content that makes complex concepts accessible without oversimplifying them or talking down to your audience.
• Document your security and development practices (and what your company is doing to combat bias) so you can build trust.
• Feature use cases that highlight specific, measurable results and make AI more accessible.

Blockchain content marketing starts with education

Blockchain companies take their own approach to content marketing. While other tech sectors focus primarily on selling products, blockchain companies often prioritize building educated communities first. This makes sense — blockchain technology needs informed users who understand both its capabilities and limitations.

Let’s look at how industry leaders handle this:

Algorand uses technical white papers to outline complex topics like smart contracts, showing exactly how their technology works at different layers. This level of technical transparency sets blockchain content apart from other tech sectors.

Chainalysis publishes detailed regulatory content. Their policy-related blog posts track cryptocurrency regulations across different countries, and break down compliance requirements into clear guidance. This content positions them as a trusted guide through blockchain’s regulatory terrain.

Look to Mythical Games to see how blockchain companies can blend feature updates with detailed economic analysis. Their blog post about the NFL Rivals In-Game Marketplace goes beyond standard release notes to explain how each phase of the rollout affected their gaming economy. This transparent approach helps users and investors understand what changed and how those changes impact the broader blockchain world.

The ConsenSys team showcases their expertise through a comprehensive library of case studies, organized by industry vertical — from finance and NFTs to government initiatives and social impact projects. Rather than just highlighting technical features, they tell complete stories about how blockchain solves real problems.

What you can apply to your marketing:

• Use technical documentation to prove your expertise, but make it accessible enough for different audience levels.
• Share regular data and performance analysis that shows your technology’s real impact.
• Create educational resources that help your audience navigate industry regulations and policy changes.
• Build a library of case studies that show practical applications across different industries.

Today’s tech companies need content that works hard for the brand now — and leaves a lasting impression on audiences

Each tech sector approaches content marketing differently because each one faces unique challenges. SaaS companies need to stand out in crowded markets. AI companies need to build trust and explain new pricing models. Blockchain companies need to make complex systems understandable.

And tech moves fast. While you’ve been reading this article, another AI company has launched, another SaaS category has emerged and another blockchain use case has been discovered.

Your marketing needs to keep up — and Horizon Peak understands the distinct challenges you’re facing. Schedule a call with Jessica Mehring today to talk about how we can help you create content that connects with your audience and brings in more sales.