The world is flooded with marketing content.Google and AI are mass-producing the easy stuff. Blog posts, guides, and keyword-driven explainers are simpler than ever to pump out, which means they’re harder than ever to make stand out. If your marketing content can be replicated by a freelancer with ChatGPT, it’s not a moat, and it is unlikely to engage your target audience. To stand apart, SaaS companies need more than words. They need data no one else has. You need that data. And you may not realize this, but you probably already have it in some form or other. How leaders are building with rare dataAhrefs stands as one of the clearest examples of this phenomenon. Their search index — spanning trillions of backlinks and keywords — fuels original research that marketers cite everywhere. Competitors can copy their copy, but not their dataset. Every Ahrefs blog post or study carries the authority of data you literally cannot get anywhere else.
Ryan Law, Director of Content Marketing at Ahrefs, consistently publishes commentary rooted in firsthand findings. Here’s an example. After analyzing 16 million URLs, he shared his research in this article on AI hallucinations, revealing that as many as ~2.4% of links produced by Chatgpt are faulty or made up. He cites Ahref’s unique URL data in the title of the post, “New Study: How Often Do AI Assistants Hallucinate Links? (16 Million URLs Studied).” His work resonates because it feels grounded in reality and authoritative, far from ever being just another regurgitated summary on a common topic. At Swipe Files, we have our own flavor of data-backed content, our yearly State of SaaS Marketing survey.
By aggregating responses across hundreds of SaaS marketers, we convert individual insights into an industry-wide benchmark. Our report doesn’t just generate clicks. The data backing it defines the content as a resource. People link back to it months or sometimes even years later. Why proprietary data beats the commodity pileIn short, content backed by proprietary data wins because no one else can publish it but you. When used well, proprietary data does three things:
And the formats are flexible. Proprietary data can show up in a detailed report, a blog post, a webinar, or even a single LinkedIn post highlighting a surprising trend. The key here is that it’s yours, and only you could have posted it. Turning data into content assetsMost SaaS companies already sit on proprietary data — they just don’t recognize it. Here are the key ways to get started on looking for the data:
Don’t underestimate small data. A single chart showing how your users save time, or a list of the most common frustrations in your niche, can fuel content that competitors can’t replicate. The closing questionThe future of SaaS marketing won’t be about who writes the most — it’ll be about who finds the rarest proof. Proprietary data isn’t just another tactic, it’s the edge that transforms content from disposable to indispensable. What unique dataset is hiding in your company that could become your content moat? What can only you bring to the content-creation table? I’d love to hear your (proprietary) take. —Corey
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Thursday, June 18, 2026
📂 Proprietary data is the final frontier of marketing content
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📂 Proprietary data is the final frontier of marketing content
Proprietary data sets your content apart (and you probably already have it). ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏...
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