Content-Led Growth (CLG) is a go-to-market strategy where content plays the central role in driving awareness, engagement, and revenue. Instead of relying heavily on ads or cold outreach, businesses using CLG create high-value content that attracts, educates, and converts the right audience, at scale.
This approach is especially powerful for B2B SaaS companies, where buyers want to research and self-educate before talking to sales. By publishing content that answers their questions, addresses pain points, and builds trust, you naturally pull in qualified leads and guide them through the funnel.
CLG works best when:
- Your buyers are doing a lot of research online.
- You sell a complex product that benefits from education.
- You want to build long-term visibility (e.g. through SEO, social, or YouTube).
Example:
Instead of just running ads for a CRM tool, a company might publish a series of guides on “how to build a scalable sales pipeline,” case studies from growing startups, and interactive templates for forecasting revenue — all driving leads back to the product.