SaaS content writing is a vital component of marketing strategies for SaaS companies. The reason is clear.
Content is the most effective way to promote your SaaS product, convey its value to your target audience, and persuade them to become paying customers.
Of course, you could always rely on paid advertising like Google Ads.
But if you want your potential customers to discover your SaaS product naturally, then you need to publish content consistently. Moreover, hiring a SaaS content writer will also be more affordable than investing in traditional advertising.
Besides, how else will you inform your target audience about your SaaS product?
Maybe you want to instruct your users on how to use a specific feature. Or maybe, you want to demonstrate to your target audience how your SaaS product works. Whatever the purpose may be, SaaS content writing is the best way to attract the right audience, educate them about your product, motivate them to give it a shot, and eventually convert them into paying customers.
However, SaaS content writing is not easy. To create high-quality SaaS content for your product, you need to understand what producing content for SaaS really entails.
What is SaaS Content Writing?
SaaS content writing is the art of communicating, teaching, and showing how your product can help your target audience solve their challenges.
It emphasizes how your product simplifies their lives. And why they should choose your product over any other options that might cost them more time, energy, or money.
In short, content is a key element of any SaaS marketing strategy nowadays. It allows SaaS companies to build brand awareness, boost conversions, and increase their business revenue.
Difference between SaaS Content Writing and Other forms of Content Writing
SaaS content writing has a different purpose than other types of content writing. It's not enough to inform or entertain your readers. You need to persuade them to become paying customers of your SaaS product.
How do you do that?
By showing them how your product can help them achieve their goals, solve their problems, and improve their situation.
Here are some things you should include in your SaaS content to make it more convincing:
- Your unique value proposition: What makes your product stand out from the rest?
- Your customer pain points: What are the challenges or frustrations that your product can address?
- Your product features and benefits: What are the main functions of your product, and how do they benefit your customers?
- Your product innovation: How does your product use new or advanced technology or methods?
- Your product use cases: How can your customers use your product in different scenarios or contexts?
These are some basic guidelines, but we will also share some more advanced and effective tips later in this post. For now, let's see why content writing is so important for your SaaS business.
Why Prioritize Content Writing for Your SaaS Company?
Crunchbase data shows that there are over 24,000 SaaS companies today.
That means nearly 300 new SaaS companies entered the market in the past year, or almost one every day.
This shows how competitive the SaaS industry is becoming. To stand out from the crowd of 24,000+ SaaS products vying for the same customers as you, you need to market your SaaS product effectively, especially through content writing.
A great example of this is Hubspot.
The company recently hit 100,000 users in its 15-year journey.
How did they do it?
There are many factors that helped them achieve such a huge customer base. But content writing is definitely one of their key strengths.
SEMrush data shows that the Hubspot blog has about 11,558 pages indexed on Google.
This means they publish around 770 articles on their blog every year. That’s almost 2 articles per day on the HubSpot blog.
And the best part is that content writing is not even their core business offering. But it is core to their business.
And the results?
They are amazing. SEMrush data reveals that the HubSpot blog ranks for 1.3 Million keywords on Google, which brings in a staggering 5.3 Million traffic (visitors) every month.
If they had to pay for such traffic through Google Ads, they would have to shell out about $16.7 Million every month.
As such, if you want to achieve similar results in terms of traffic, loyal customers, and more. In the long run, make content a priority from day one.
Even if you don’t have the bandwidth or resources to do it in-house right now, hire a B2B SaaS Writer or a content agency.
You have now learned how content strategy can benefit your SaaS business. Now let's dive into the practical tips we promised you earlier.
SaaS Content Writing Tips
Content writing is a valuable strategy for SaaS businesses that want to grow. To help you get started, here are some effective ways to create engaging and relevant content.
1. Keep It Simple
A better way to write high-quality content for SaaS is to put yourself in the shoes of your potential customers and show them how they will benefit from your product.
Instead of focusing on the features of your product, you should highlight the outcomes and emotions that your customers will experience after using your product.
By doing this, you can create SaaS content that educates, engages, and inspires your target audience (ideally through storytelling) on how your product can solve their pain points.
2. Focus on Your Target Audience
One of the key steps to creating engaging content for your SaaS product is to know what topics your target audience cares about. You want to write about things that they are looking for and that relate to your product's value proposition.
To do this, you need to research what questions they have, what problems they face, and what solutions they seek. You can use tools like Google Trends, Quora, or Reddit to find out what they are searching for and talking about online.
But writing great content is not enough. You also need to distribute it effectively and reach your target audience where they hang out. You need to identify the platforms and channels that they use to consume content and learn from others. For example, you might use social media, blogs, podcasts, webinars, or newsletters.
By knowing your audience's interests and preferences, you can create and share content that resonates with them and showcases your SaaS product's benefits.
3. Do A Thorough Keyword Research
Keyword research is a vital step for any SaaS content strategy.
Why?
Because keywords are the main way that your content can rank on the Google SERPs.
And ranking well on Google means more visibility, traffic, and conversions for your SaaS business. But not all keywords are created equal. You need to choose the right keywords that match the intent and needs of your target audience. And you need to use them naturally and strategically throughout your content.
For example, if your SaaS company offers yoga & fitness center management software, you might want to target keywords related to fitness, wellness, yoga, and more. But you also need to consider the different stages of the buyer's journey and the types of content that suit each stage.
For instance, you might write a blog post about "How to start a yoga studio" for people who are in the awareness stage and use keywords like:
- "yoga studio business plan,"
- "yoga studio equipment"
- "yoga studio marketing"
Or you might write a blog post about "How to choose the best yoga & fitness center management software" for people who are in the consideration stage and use keywords like "yoga & fitness center management software features," "yoga & fitness center management software reviews," "yoga & fitness center management software comparison," and more.
The key is to do thorough keyword research and find out what your potential customers are searching for on Google. You can use tools like Google's Keyword Planner, Wordtracker, or Ahrefs to discover relevant keywords for your niche and analyze their search volume, competition, difficulty, and trends. Then you can create a list of keywords that you want to target in your content and map them to the appropriate topics and formats.
Keyword research is not a one-time task. You need to constantly monitor your keyword performance and update your strategy accordingly. You also need to keep an eye on the changing search trends and user behavior and adapt your content to meet their expectations. By doing keyword research regularly and effectively, you can optimize your SaaS content strategy and achieve your business goals.
4. Show How You Solve the Problem
If you want to write engaging content for your SaaS product, you need to do more than just tell your readers how your software can solve their problems. You need to show them how it works in real-life scenarios.
One of the best ways to do that is to use visual elements in your content, such as screenshots, GIFs, interactive product tours, and product videos.
These visual elements can help you demonstrate the features and benefits of your SaaS product, as well as guide your readers through the steps of using it.
As for the screenshots and GIFs, they can help you illustrate where to find each feature of your SaaS product on the screen, so that your readers can follow along easily. This is especially important when you’re writing How-to guide blog posts — more on that later.
Top 3 Blogs That Convert the Most
If you want to attract and retain more SaaS customers, you need to create blog content that is relevant, valuable and engaging for them. But not all blog types are equally effective for this purpose. In fact, some blog types can even hurt your SaaS marketing strategy if they are not aligned with your goals and audience needs.
1. How-to Guides
One of the best ways to attract SaaS customers is to show them how to solve their pain points with your product.
That's why creating how-to guides is a smart content strategy for SaaS marketers.
How-to guides are simple and practical articles that teach your target audience how to do something related to your product or niche.
For example, if you offer a graphic design tool, you can write how-to guides on topics like how to create and edit graphics, how to apply graphic design principles, and so on.
These topics are relevant to your target audience because they are likely to be searching for them online. By providing them with helpful and actionable content, you can demonstrate your expertise, build trust, and drive traffic to your product.
2. Evergreen Long-Form Posts
If you want to rank higher on Google, you should consider writing long-form blog posts. Long-form blog posts have many advantages over short-form blog posts.
First of all, you can provide more comprehensive and detailed information on any topic, cover all the aspects of the subject, and answer most of the questions your potential customers might have.
Secondly, when you write long-form blog posts on evergreen topics — topics that are always relevant and useful — you can attract more organic traffic over time.
Several studies have shown that long-form content performs better than short-form content.
For example, a SEMrush study found that long-form content of over 7,000 words can get up to 4 times more traffic than content of 900-1,200 words.
The key is to identify the main problems your target audience faces, and then create a series of how-to guides that offer practical solutions.
For instance, if you sell a graphic design tool, your target audience might be looking for different ways to create and edit graphics, advanced graphic design principles, and so on.
Once you know their common problems, you can create how-to guides on those topics and provide useful solutions through your content.
According to a content analysis study by Backlinko that examined 912 million blog posts, long-form content with more than 3000 words gets 77% more backlinks on average than short-form content with less than 1000 words.
To create long-form content that attracts backlinks, you need to identify the main challenges that your target audience faces and then offer step-by-step solutions through your content.
For instance, if you sell a graphic design tool, your target audience might be looking for different ways to create and edit graphics, advanced graphic designing principles, and so on.
Once you know the common problems of your target audience, you can write how-to guides on those topics and provide practical solutions through your content.
Comparison Posts
Comparison blog posts are a powerful way to attract and convert potential customers looking for the best solution to their problems. They can help you showcase your unique value proposition, differentiate yourself from your competitors, and build trust with your audience.
But how do you write a comparison blog post that is informative, unbiased, and persuasive? Here are some tips and best practices to follow:
- Choose a relevant topic that your target audience is interested in: You can use keyword research tools, customer feedback, or competitor analysis to find out what people are searching for and comparing online.
- Define the comparison criteria that you will use to evaluate the products or services: These should be based on the features, benefits, drawbacks, and use cases of each option. You can also include pricing, customer reviews, ratings, or testimonials as additional criteria.
- Structure your blog post in a clear and logical way: You can use different formats, such as a table, a list, a pros and cons section, or a side-by-side comparison. Make sure to include an introduction that explains the purpose and scope of your comparison, a body that covers each criterion in detail, and a conclusion that summarizes your main points and gives your recommendation.
- Write in an objective and honest tone: Avoid using biased or exaggerated language that favors one option over another. Instead, present the facts and evidence that support your claims and let the reader decide for themselves. You can also acknowledge the limitations or drawbacks of each option and explain how they can be overcome or mitigated.
- Provide value and actionable advice to your reader: Don't just list the features or specifications of each option, but explain how they can solve the reader's problem or meet their needs. You can also include tips, examples, screenshots, videos, or links to more resources that can help the reader make an informed decision.
- Optimize your blog post for SEO and readability: Use relevant keywords, headings, subheadings, bullet points, images, and white space to make your blog post easy to find and read online. You can also use tools like Grammarly or Hemingway to check your spelling, grammar, and readability score.
By following these tips and best practices, you can write a comparison blog post that is informative, unbiased, and persuasive. You can also use tools like Copy.ai to generate comparison blog post ideas or content based on your keywords or topic.
The Bottom Line
SaaS content writing is a powerful and beneficial strategy for growing your business and reaching your target audience. But it also requires a lot of planning, research, creativity, and optimization to ensure that your content stands out from the competition and delivers value to your readers. SaaS content writing is not a one-time project but a continuous process that needs constant improvement and adaptation to the changing needs and preferences of your customers.
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