Your Complete Guide To SaaS Content Writing
When you look at HubSpot, Mailchimp, and other prominent SaaS companies, what do you notice about how they do marketing?
They produce a ton of content, right? And they dominate the search engines when it comes to topics about their respective industries.
That just goes to show that, when it comes to SaaS marketing, content is king.
That’s why, as a SaaS business, you need to give premium importance to SaaS content writing.
In this article, we will talk about everything you need to know about SaaS content writing and how you can create content that attracts and converts leads.
What Is SaaS Content Writing?
SaaS content writing is the process of creating educational and promotional content for a SaaS company with the goal of attracting, engaging, and converting leads.
It’s very important to note that content writing is different from copywriting.
Copywriting is about creating persuasive content designed to get people to take a specific action, such as buying your SaaS product.
SaaS content writing, on the other hand, is more about creating helpful and educational content that will attract leads to your website and persuade them to sign up for your SaaS product.
The main difference between copywriting and content writing is the intent.
A copywriter is focused on selling a product or getting people to take immediate action. But a content writer is more about providing value and building trust with their readers.
Why Is SaaS Content Marketing Important For SaaS Businesses?
Let’s take a look at some specific reasons why content is king in SaaS marketing:
It Builds Brand Awareness
In order for people to buy your SaaS product, they need to be aware that your company exists and that you offer a solution to their problems.
One of the best ways to build brand awareness is through content marketing. By creating helpful and informative content, you can attract leads to your website who may not have heard of your company before.
And as you continue to produce high-quality content, you’ll build trust with your audience and establish yourself as an authority in your industry.
It Builds Trust With Potential Customers
When people are considering buying a SaaS product, they want to do business with a company they can trust.
One of the best ways to build trust is by providing helpful and informative content that potential customers can use to make informed decisions.
By writing helpful guides and other types of content, you can show your potential customers that you’re an expert in your field and that you’re dedicated to helping them solve their problems.
It Helps You Rank Higher In Search Engines
If you want people to find your SaaS product, you need to make sure your website appears as high as possible on the search engine results pages (SERPs)
And one of the best ways to do this is through content marketing.
By creating keyword-optimized content, you can help your website rank higher in the search engines for relevant keywords and phrases. And as a result, you’ll get more website visitors who are interested in your SaaS product.
It Helps You Generate High-Quality Leads
A lead can be considered high-quality if they have a high likelihood of converting into a paying customer.
Content marketing and other inbound marketing strategies can help you generate those kinds of leads.
Even if it’s just a repeat visitor on an educational blog post you wrote, that’s a strong indicator that they have questions that you can answer.
In other words, they have pain points that your SaaS product can help with.
You can capture these leads by offering lead magnets, such as an eBook or a webinar, in exchange for their email address.
Once you have their contact information, you can then nurture them with additional content and eventually convert them into paying customers.
What Types Of SaaS Content Can You Write?
When it comes to SaaS content writing, it almost always means writing and publishing a blog post.
But that’s not the only type of content you can create. There are actually many different types of content you can write to attract and engage leads. And besides, there are many kinds of blog posts that you can write.
- How-to guides
- Industry news and commentary
- Product comparisons
- Buyer’s guides
- Case studies
Let’s talk about them one by one.
As the name suggests, a how-to guide is a piece of content that teaches readers how to do something.
For example, let’s say you offer a SaaS product that helps sales teams close more deals
You could write a how-to guide that teaches salespeople how to use your software to close more deals. Or you could write a how-to guide that teaches them how to improve their sales skills in general.
Industry News & Commentary
This type of content keeps your readers up-to-date on the latest industry news and trends. It also allows you to share your thoughts and opinions on the topics.
For example, let’s say there’s a new law that’s been passed that will impact SaaS businesses. You could write an article that discusses the implications of the law and how it will affect your readers.
Or if there is a new development in AI technology, you could write an article about possible applications of the technology in the SaaS industry.
Writing this type of blog post can also help you build thought leadership. By sharing your insights on the latest industry news, you can establish yourself as an expert in your field.
That kind of topical authority will really help in earning the trust of your potential customers.
If you offer a SaaS product, chances are there are other similar products on the market
You can use this to your advantage by writing content that compares your product to other similar products.
For example, let’s say you offer project management software. You could write an article that compares your software to another popular project management software.
This would help your readers understand the differences between the two products and make an informed decision about which one is right for them.
While it can be tempting to be biased in highlighting only the good in your own product, try to be as objective as possible in your comparisons.
Remember: As a content marketer, your main goal is to provide value. Not to be pushy in selling your SaaS solution.
Trust me, a lot of your potential customers can sense if you’re writing an unfair product comparison. And that’s a quick way to lose their trust and any possibility of turning them into customers.
Don’t get me wrong here, though. I’m not saying you can’t present your own SaaS product as the better option.
You absolutely can. And you should. However, be sure to give your readers plenty of good reasons why your product is better.
A buyer’s guide is a content piece that helps your readers understand the different options available to them and make an informed decision about which SaaS product to buy.
For example, let’s say you offer customer relationship management (CRM) software that enables users to create customized sales pipelines.
You could write a buyer’s guide that helps small businesses choose the right CRM system for their needs.
Of course, you would present your own product as the best option for sales teams who need custom pipelines. And throughout the rest of the guide, you would also highlight the strengths of similar products.
You could say that HubSpot is a great option for startups and small businesses looking for a free CRM solution. Or that Pipedrive could be excellent for those who are looking for highly visual sales pipelines and reports. Or Freshsales CRM could be best for sales teams that make a lot of phone calls to their leads.
As with product comparisons, writing a buyer’s guide is a great opportunity to show how good your SaaS product is compared to your competitors.
But again, you need to be objective and fair in your comparisons. Otherwise, you will quickly lose the trust of your readers.
A case study is a piece of content that discusses how a particular customer or client was able to achieve success by using your SaaS product.
For example, let’s say you offer a sales intelligence tool that helps sales teams track their prospects’ activity and engagement.
You could write a case study about how one of your customers was able to increase their conversion rate using your software.
In the case study, you would discuss the customer’s specific goals and challenges. You would also detail how your product helped them overcome those challenges and achieve their goals.
And of course, you would also include data and quotes from the customer to back up your claims.
Case studies are a great way to show how your SaaS product can help people achieve specific results and reach their goals.
They’re also an excellent opportunity to build trust with your potential customers by featuring a real person who has used your product and gotten results.
An ebook is a long-form piece of content that covers a specific topic in depth.
Ebooks are usually between 10,000 and 20,000 words. But they can be even longer if you need to cover a lot of information about a particular subject.
For example, let’s say you offer a project management tool that helps teams plan, track and collaborate on their projects.
You could write an ebook that covers the topic of project management for small businesses.
In the ebook, you would discuss different project management methodologies and how to choose the right one for your business. You would also talk about setting realistic goals, creating a project schedule, and assigning tasks to team members.
And of course, you would also include information about how your project management tool can help people with all of these things.
Ebooks are a great way to show off your expertise on a particular topic. They also make excellent lead magnets that you can use to grow your email list.
10 Practical Strategies For SaaS Content Writing
Now that you know what types of SaaS content you can write, let’s take a look at some practical strategies for SaaS content writing.
1) Conduct An Extensive Keyword Research
The first step in any content marketing strategy is keyword research.
You need to find out what people are searching for on Google and other search engines. And you need to find keywords that you can rank for in the search results.
To do this, you can use a tool like Google Keyword Planner or Ahrefs.
Now, how can you get started with keyword research?
Here are a few things you need to do:
Choose keywords based on search volume and keyword difficulty: The search volume is the number of people who are searching for a particular keyword each month. The keyword difficulty is a metric that shows how difficult it would be to rank for a particular keyword in the search results.
Generally, you should target keywords that have a high search volume and low keyword difficulty. But sometimes, it can be hard to avoid high-difficulty keywords.
In such a case, you need to make sure that your content is optimized for search engines and that you’re promoting your content to the right audience.
Use long-tail keywords: Long-tail keywords are longer, more specific phrases that people are searching for on Google.
For example, “project management software” is a short-tail keyword. And “best project management software for small businesses” is a long-tail keyword.
Long-tail keywords tend to have less search volume than short-tail keywords. But they’re also easier to rank for in the search results.
And since they’re more specific, they tend to convert better than short-tail keywords.
That’s because people who use long-tail keywords are usually further along in the buyer’s journey and they know exactly what they want.
Analyze each keyword’s search intent: The search intent is the reason why people are searching for a particular keyword on Google.
There are four main types of search intent: informational, navigational, commercial investigation, and transactional.
You need to make sure that your content matches the search intent of your target keywords.
If you’re targeting a keyword with informational intent, then your content should be informative. It should educate people on the topic that they’re interested in.
On the other hand, if you’re targeting a keyword with commercial investigation intent, then your content should help people compare different products or services.
You could write a buyer’s guide or product comparison for these keywords.
2) Understand Your Target Audience
It’s not enough to just know what keywords people are searching for on Google. You also need to understand your target audience and what they’re interested in.
This way, you can create content that appeals to their interests and needs.
To understand your target audience, you need to define your buyer persona, a semi-fictional character that represents your ideal customer.
When creating your buyer persona, you need to consider factors like their age, gender, location, education level, job title, income, interests, and pain points.
When you understand your target audience, you know how to answer their most pressing questions. You know how to address their pain points.
3) Write Evergreen Content
Evergreen content is timeless content that’s relevant today and will still be relevant in the future. It doesn’t go out of date.
This is in contrast to news articles, which quickly become outdated.
Yes, you still need non-evergreen content from time to time. But they shouldn’t be the focus of your SaaS content writing.
Evergreen content is the cornerstone of a successful content marketing strategy. And that’s because it generates traffic and leads long after you publish it.
So how can you write evergreen content?
One way is to focus on writing educational content, such as how-to guides, listicles, and ultimate guides. Topics usually fall on well-established concepts in your industry.
For example, let’s say you have a SaaS product that is heavy on marketing analytics. You could write a listicle blog post on the best marketing metrics that businesses should track.
You could also write an ultimate guide to marketing attribution. This is a topic that will always be relevant because it’s a core concept in marketing.
4) Write Long-Form Content
In general, you should aim to write long-form content. That is content that is at least 1,000 words in length.
Long-form content tends to perform better than a short blog post. That’s because it covers a topic in-depth and provides more value to the reader.
After all, SaaS solutions and the problems they solve are very technical in nature. They’re not something that can be covered with 700 to 1000 words.
What’s more, Google favors long-form content when it comes to search engine rankings. After all, Google also wants to deliver valuable content to its searchers.
5) Optimize Your Content for SEO
As you go through the content creation process, it’s important to do it with search engine optimization (SEO) in mind. This way, you can make sure that your content is ranking high in Google search results.
Here are some on-page SEO tips you need to know:
Use keyword-rich titles and subheadings: Not only should your title accurately reflect the topic of your article. It should also include your target keyword.
Subheadings, on the other hand, are a great way to break up your content and make it easier to read. They also give you another opportunity to sprinkle in your target keywords.
Include keywords on your meta title and descriptions: The meta title is the title that appears on the SERPs. The meta description is the short description that appears underneath the title.
Both your meta title and description should tell both Google and searchers what they will find in your content piece. They should also include your target keyword.
This helps Google understand what your article is about and makes it more likely to rank high in the SERPs.
Include internal and external links: Internal linking is when you link from one article on your website to another.
This helps Google understand the topic of your article and how it’s related to other articles on your site. It also keeps people on your website longer, which is a good signal to Google.
On the other hand, external linking is when you link out to high-quality websites. This shows Google that you’re an authoritative source on the topic.
However, make sure that you’re linking out to high-quality websites. If your external links lead to spammy or low-quality websites, it will do more harm than good to your SEO efforts.
6) Make Sure Your Content Is Readable
Your SaaS content may be informative and well-optimized for SEO. But if it’s not readable, people will click away from it before they even started reading.
That’s why you need to make sure your content is easy to read and understand. Here are some tips on how to do that:
Keep your sentences and paragraphs short: Sentences that are too long tend to be confusing and difficult to read. The same goes for bulky paragraphs.
So when you’re writing your content, aim for sentences that are no more than 20 words long. And try to keep your paragraphs to 4 or 5 lines each.
Use subheadings to organize your content: When you’re writing about things that are related to each other, using subheadings is a great way to keep your content organized.
For example, if you’re writing an article on SEO, your H2 subheadings may include “On-Page SEO”, “Off-Page SEO”, and “Technical SEO.”
Then under each of them, there may be H3 subheadings for each SEO practice.
This makes your content easier to read and understand. And it helps people skim through your article to find the information they’re looking for.
Use bullet points and lists: Breaking up your content with bullet points or lists is another great way to make it more readable.
This is in contrast to just listing out things in sentence form.
For example, consider this sentence:
The Avengers are made up of Iron Man, Thor, Captain America, Hulk, Black Widow, and Hawkeye.
It’s not a terrible sentence. But it would be much easier to read if it were in bullet point form.
The Avengers are made up of the following superheroes:
- Iron Man
- Captain America
- Black Widow
The latter example looks easier on the eyes, right?
7) Write Targeted Content For The Different SaaS Sales Funnel Stages
Different people are in different stages of the SaaS sales funnel. And they’re looking for different types of content at each stage.
So let’s talk about what content would best work with potential customers in the different SaaS sales funnel stages.
Top-of-funnel (TOFU) content: At the earliest stage of the funnel, your reader is just becoming aware of their problem. They don’t know much about suitable SaaS solutions yet.
So, your educational content (how-to guides, evergreen content) would be helpful in attracting these people and building trust with them.
Middle-of-funnel (MOFU) content: As your reader starts to learn more about solutions, they enter the middle stage of the funnel.
Here, your content should be focused on your product or service as a solution to their problem. Your case studies would be helpful for these potential customers.
Bottom-of-funnel (BOFU) content: By the time your reader reaches the bottom of the funnel, they know about your product and are considering buying it. They may, however, be also considering some of your competitors
Your content at this stage should be focused on why your product is the best solution for their problem. This is where your product comparisons and buyer’s guides are.
8) Include Relevant Visuals In Your Content (If Needed)
People are visual creatures. And adding visuals to your content can make it more engaging and easier to understand.
However, if you’re going to add images and videos to your content, make sure that your visuals are relevant and that they actually add value to your content piece.
Don’t just slap a stock photo every few paragraphs for the sake of it.
Your images and videos should build on what you are saying through your written content. It could be an infographic, a screenshot from your SaaS product’s interface, or an explainer video.
Whatever visual element you use, they should help illustrate your points and make your content more visually appealing.
9) Promote Your Content On Social Media And Other Channels
Even the best pieces of content won’t do you any good if no one sees them. So once you’ve published your content, make sure to promote it on social media and other channels.
Share your content on Twitter, LinkedIn, and Facebook. If you have a mailing list, send out an email blast about your latest article.
And if you’re guest blogging, make sure to share your guest post on social media as well.
What’s more, you can also submit your content to content syndication sites like Quora and Medium. Doing this can help you get more eyes on your content and drive traffic back to your website.
10) Consider Hiring A Freelance Writer For Your SaaS Content
If you don’t have the time or resources to write all the content yourself, you can always hire a freelance writer to help you out.
There are a few things to keep in mind when hiring a freelance writer:
Make sure they have experience writing for SaaS businesses: The last thing you want is to hire a freelance writer who has no idea how to write for a SaaS business.
So take the time to check out their portfolio and see if they have any experience writing for SaaS companies.
Check their understanding of SEO: A good content writer should understand the basics of SEO and how to optimize their articles for search engines.
Again, you can check their portfolio to see if they’ve written SEO content in the past. Or you can ask them directly during the hiring process.
Make sure they’re a good fit for your company: When you’re hiring someone to represent your company, it’s important to make sure they’re a good fit.
This means more than just making sure they’re a good SaaS content writer. It also means making sure they understand your company’s voice and style.
The best way to do this is to give them a writing test before you hire them. This way, you can see for yourself if they’re a good fit for your company.
Final Thoughts About SaaS Content Writing
SaaS content writing is a great way to attract attention to your business and drive traffic to your website.
However, it’s important to remember that not all content is created equal.
In order for your content to be successful, you need to make sure that it’s well-written, relevant, and SEO-friendly.
You also need to promote your content on social media and other channels. And if you’re short on time, you can always hire a freelance writer to help you out.
Want more guides and tips to help you grow your SaaS business? Visit our blog here.