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5WPR Releases New Research Showing SaaS Companies Spend up to $1.09 Million a Year on Content Marketing — While Only 29% Say it is Working

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The SaaS Content Paradox 2026 Identifies Five Structural Failures Behind the Gap Between Content Investment and Content Performance, Drawing on Case Studies from HubSpot, Zapier, Ahrefs, Salesforce, Intercom, and Atlassian

NEW YORK, April 20, 2026 /PRNewswire/ — 5WPR, one of the largest independently owned PR and digital marketing agencies in the United States, today released The SaaS Content Paradox 2026, a new research report examining why B2B software companies are spending significantly more on content marketing while generating significantly less value from it — and identifying the five structural failures most responsible for the gap.

The report synthesizes data from more than a dozen authoritative industry sources — including the Content Marketing Institute, HubSpot, SaaS Capital, Siege Media, First Page Sage, and Ciente — alongside detailed case study analysis of some of the most visible content programs in B2B software to document a paradox that is costing the SaaS industry hundreds of millions of dollars in wasted marketing spend annually.

The central finding: content marketing for SaaS companies delivers extraordinary returns when executed correctly — 702% ROI from SEO over three years, 44.6% of all B2B SaaS revenue generated through organic channels, $3 returned for every $1 invested — yet only 29% of SaaS teams rate their content strategy as highly effective, and 47% do not measure content ROI at all.

“Every major SaaS company is investing in content marketing, and most of them are getting a fraction of what the channel is capable of delivering. It is a structural problem, and the five failures we have identified are specific, identifiable, and fixable.” — 5W Public Relations

The Five Structural Failures

Producing content for algorithms rather than buyers. Most SaaS content programs are built around informational keyword capture — the content type most vulnerable to AI-powered search disruption and least effective at converting buyers. Only 40.3% of US Google searches in March 2025 resulted in a click to any website, as AI Overviews answer informational queries without a click.Measuring activity rather than pipeline impact. Forty-seven percent of SaaS marketers do not measure content ROI at all. Programs measured on traffic and lead volume optimize for traffic and lead volume. SEO-sourced leads convert at 51% MQL-to-SQL versus 13% overall — a four-times quality gap that most teams’ measurement infrastructure cannot detect.Building for acquisition while ignoring expansion revenue. Forty to fifty percent of new ARR at best-in-class B2B SaaS companies comes from expansion of existing customers. Almost no SaaS content program has meaningful investment in the customer marketing content that drives this half of the revenue equation.Failing to distribute through channels where buyers actually research. Ninety percent of B2B SaaS deals go to the vendor ranked first on the buyer’s initial shortlist — a shortlist built through peer communities, private Slack channels, Reddit, and AI-generated search answers, not through the owned channels where 90% of SaaS companies concentrate their distribution.Using AI as a production tool rather than a strategy tool. Eighty-seven percent of marketers use AI for content creation, but only 6% have embedded AI into strategic functions. AI deployed primarily to production at scale reduces differentiation exactly when differentiation drives B2B content performance.

Brand Case Studies

The report examines the content programs of major B2B software companies using publicly available data. HubSpot’s December 2024 traffic collapse — a nearly 50% decline in organic visits in a single month — is analyzed as the most visible example of what happens when a content program built for keyword volume at scale collides with AI-powered search disruption. Zapier’s $5 billion valuation built on content-first growth — its 454% documented content ROI, 70,000+ programmatic SEO pages, and profitable growth since 2014 — is examined as a model of content built for buyer intent rather than traffic volume. Ahrefs’ YouTube channel, which drives an estimated $13.3 million in equivalent organic traffic value annually, demonstrates what content looks like when every piece demonstrates product value.

Availability
The SaaS Content Paradox 2026 is available for download at 5wpr.com/saas-content-paradox

About 5WPR

5WPR is a full-service PR and digital marketing agency, known for cutting-edge programs that engage businesses, issues, and ideas. Founded more than 20 years ago, 5W has been recognized as a top U.S. PR agency by leading industry publication O’Dwyer’s, named Agency of the Year in the American Business Awards®, and honored as a Top Place to Work in Communications in 2026 by Ragan. The agency continues to deliver a resourceful, bold, and results-driven approach to communications for leading businesses, with more than 250 professionals serving clients across B2C sectors including Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, and Nonprofit; B2B specialties including Corporate Communications and Reputation Management; as well as Public Affairs, Crisis Communications, and Digital Marketing, including Social Media, Influencer, Paid Media, GEO, and SEO. In addition to its business accolades, 5W was named to the Digiday WorkLife Employer of the Year list. For more information and to join our team, visit 5W Careers.

Media Contact
Chris Bergin
cbergin@5wpr.com

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SOURCE 5W Public Relations

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Vertafore advances AI innovation at Accelerate 2026, embedding AI across workflows to transform the insurance lifecycle

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From platform to agents to real workflows, Vertafore and NetVU bring the industry together to move from friction to flow

DENVER, April 20, 2026 /PRNewswire/ — Accelerate 2026 brought together a highly engaged community of insurance professionals to power what’s possible in the AI era, sparking conversations, forging high-impact connections and experiencing firsthand the innovations redefining what’s next for the industry. More than 2,000 attendees participated in the event by Vertafore®, the leader in insurance technology, and the Network of Vertafore Users (NetVU).

Vertafore CEO Amy Zupon and Chief Product Officer James Thom took the stage to outline a bold vision for the future, centered on delivering Distribution Velocity across the insurance value chain. They showed how agencies, MGAs and carriers can harness core digital technology, unmatched data and insurance-specific AI to reduce friction across workflows and achieve speed with intentional outcomes.

During the keynote, Vertafore introduced the Velocity™ AI Platform, brought ReferenceConnect AI™ to market to deliver trusted insights, launched six AI agents to reduce manual work and improve efficiency, and announced AgencyOne® Certificates to streamline certificate management and improve client service.

“This Accelerate was our most impactful event yet, and our customers brought incredible energy. They’re ready to put AI to work,” said Rick Warter, chief customer officer at Vertafore. “From the Velocity AI Platform to the momentum behind AgencyOne, everything we delivered this week focused on helping agencies, MGAs and carriers adapt faster and grow smarter.”

Hands-on AI sessions drive real business impact for attendees

NetVU and Vertafore brought AI to life at Accelerate with hands-on learning designed to turn ideas into action. Attendees worked through real-world use cases and practical training to apply AI across submissions, quoting, servicing and client engagement—reducing manual work and unlocking faster insights.

Education tracks combined technical guidance from Vertafore product experts and real-world experience and tangible next steps from NetVU volunteer session leaders, empowering peer insurance professionals to move from concepts to real, everyday impact.

“You could feel the momentum around AI in every session and every conversation this week,” said Shyla Lankford, chair of the NetVU Board of Directors and principal at Symphony Risk Solutions. “At a time of rapid change, community plays a critical role in helping us collaborate on best practices, stay connected and put what we’ve learned into action so we can continue to learn, grow and thrive together.”

NetVU celebrates industry leaders and delivers meaningful community impact

NetVU honored standout leaders in the Vertafore user community with its annual awards, recognizing meaningful contributions across the industry. Carl Schlotman III of CAI Insurance Agency received the Leadership Award for his long-standing leadership and industry advocacy. Joyce Sigler of SeibertKeck Insurance Partners earned the Insurance Technology Advocate Award for advancing automation and supporting agencies through change, while Sarah Dinwiddie of Charles M. Moore Insurance Agency received the Volunteer Service Award for her growing leadership and commitment to strengthening the NetVU network.

That spirit of leadership extended beyond the event into the local community. Day of Caring, a long-standing Accelerate tradition, brought attendees together for hands-on service, with nearly 200 volunteers packing shelf-stable groceries for The Just One Project’s drive-through distribution program. This year’s Day of Caring will provide up to 23,000 meals to 1,400 Southern Nevada families in need. Alongside these efforts, the community raised $30,000 to support hunger relief and critical local programs.

Insurance professionals can look ahead to this live infusion of innovation and community momentum at Accelerate 2027, scheduled for May 17–20 in San Antonio, Texas. Registration is now open.

About Vertafore

Vertafore powers Distribution Velocity, accelerating every part of the insurance value chain within and across agencies, MGAs, and carriers so they can adapt faster and grow smarter. As the trusted backbone of the industry, Vertafore provides the core digital systems, specialized AI, and data-driven foundation to eliminate distribution drag across sales, servicing, accounting, underwriting, and back-office operations, taking insurance workflows from friction to flow.

Supporting over 95% of the top agencies and insurers and 50% of industry compliance transactions, Vertafore leads at the intersection of innovation and trust, giving customers the speed, performance power, and confidence to transform and grow at scale in the new era. Vertafore is headquartered in Denver, Colorado. Learn more at www.vertafore.com.

©2026 Vertafore and the Vertafore logo are registered trademarks of Vertafore. All rights reserved. All other trademarks are the property of their respective owners.

MEDIA CONTACT:
INK Communications
vertafore@ink-co.com

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SOURCE Vertafore, Inc.

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Can Pets Help You Live Longer? New Research to Investigate the Link Between Pet Ownership, Psychosocial and Health Behaviors, and Mortality Among Older Adults

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Human Animal Bond Research Institute Awards Grant to the University of Guelph

WASHINGTON, April 20, 2026 /PRNewswire/ — The Human Animal Bond Research Institute (HABRI) today announced a new grant to identify and quantify possible psychosocial mechanisms by which pet ownership influences mortality among older adults in Canada. The grant for this project was awarded to the University of Guelph under the supervision of Principal Investigator Dr. Lauren Grant, Assistant Professor of Environmental and Public Health, Department of Population Medicine, Ontario Veterinary College, University of Guelph.

Researchers will analyze data collected from the Canadian Community Health Survey – Healthy Aging (CCHS), as well as the Canadian Vital Statistics Death Database, to quantify these mechanisms. Using longitudinal data and mediation analysis, the research aims to differentiate the direct and indirect effects of pet ownership on all-cause and cause-specific mortality, providing a robust understanding of how pets may enhance longevity through improved psychosocial and health behaviors, including companionship, isolation, loneliness, physical activity and body mass index.

“This is the first path or mediation analysis of pet ownership, psychosocial variables, health behaviors and multiple mortality outcomes among older adults using linked health survey and mortality records,” said Dr. Lauren Grant. “This information can be used by clinicians in practice to convey how pet ownership can improve healthy aging.”

“Solid science links pet ownership to healthy aging, increased longevity and reduced loneliness,” said Steven Feldman, President, HABRI. “HABRI is proud to support this important study to explore these connections more deeply, enhancing our understanding of the profound benefits of the human-animal bond.”

About HABRI
HABRI is a not-for-profit organization that funds innovative scientific research to document the health benefits of companion animals; educates the public about human-animal bond research; and advocates for the beneficial role of companion animals in society. For more information, please visit http://www.habri.org.

CONTACT: Hayley Maynard
614-701-8205
hayleym@aboutinspire.com

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SOURCE Human Animal Bond Research Institute (HABRI)

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Scenic Places Near Penn State Explained in HelloNation Article Featuring Vineyard Expert Barb Christ

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The article highlights how vineyard visits and local landscapes enhance weekend experiences beyond campus.

STATE COLLEGE, Pa., April 20, 2026 /PRNewswire/ — What is the best way to show weekend visitors the full experience of State College beyond the Penn State campus? HelloNation has published the piece and included the answer in an article.

The HelloNation article explores how visitors can experience more than campus landmarks by discovering scenic places near Penn State and the surrounding countryside. Featuring insights from Vineyard Expert Barb Christ, the article explains how adding vineyard visits, rural drives, and outdoor stops can create a more complete and memorable weekend.

The article describes State College, Pennsylvania, as a destination that extends well beyond its academic center. While campus visits and downtown dining are common starting points, the article notes that nearby rural areas offer expansive views, quiet settings, and a closer look at local agriculture. These scenic places near Penn State provide a contrast that helps visitors better understand the region’s identity.

According to the article, local wineries play a key role in shaping this broader experience. Locations such as Happy Valley Vineyard & Winery offer visitors a place to slow down, spend time outdoors, and engage with the region’s agricultural side. The article explains that these environments allow guests to connect with the land while learning how local products are made.

The HelloNation article explains that Vineyard Expert Barb Christ emphasizes the importance of creating meaningful experiences rather than rushed itineraries. By introducing guests to vineyard settings, visitors gain insight into how landscapes are cultivated and maintained. The article notes that this approach encourages a deeper appreciation for the region’s character and craftsmanship.

Sustainability is another important theme discussed in the article. At Happy Valley Vineyard & Winery, practices such as solar energy use and responsible land management are part of daily operations. The article highlights how these efforts reflect long-term environmental awareness and demonstrate how agriculture and sustainability can work together in central Pennsylvania.

The article also points out that many visitors are surprised by the balance between tradition and innovation in the area. By visiting wineries and nearby scenic places near Penn State, guests can see how longstanding farming practices are supported by modern sustainability efforts. This combination adds educational value to a weekend visit while keeping the experience accessible and enjoyable.

Beyond vineyards, the article recommends pairing these visits with nearby parks, overlooks, and natural spaces. These locations are described as easy to reach while still offering a sense of quiet and openness. The article explains that combining outdoor exploration with local agriculture creates a well-rounded itinerary that appeals to a wide range of visitors.

Pacing is another key takeaway. The HelloNation article suggests that a relaxed schedule allows visitors to fully engage with each stop. Rather than filling every hour, selecting a few meaningful destinations such as a vineyard, a trail, or a local restaurant can lead to more memorable experiences. This slower approach helps visitors connect with both the landscape and the people who shape it.

The article concludes that sharing scenic places near Penn State with weekend visitors offers an opportunity to highlight the region’s balance of culture, agriculture, and natural beauty. Through thoughtful planning and local insight, visitors can leave with a stronger understanding of what makes central Pennsylvania distinctive.

Where to Take Visitors in State College: A Weekend Guide to Local Flavor, Scenery, and Experiences features insights from Barb Christ, Vineyard Expert of State College, Pennsylvania, in HelloNation.

About HelloNation
HelloNation is a premier media platform that connects readers with trusted professionals and businesses across various industries. Through its innovative “edvertising” approach that blends educational content with storytelling, HelloNation delivers expert-driven, good-news articles that inform, inspire, and empower. Covering topics from home improvement and health to business strategy and lifestyle, HelloNation highlights leaders making a meaningful impact in their communities.

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SOURCE HelloNation

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