SaaS Content Writing: How to Drive SQLs with 1st Class Content

B2B SaaS content writing educates people about your product, nurturing them through every step of the sales funnel.
SaaS Content Writing: How to Drive SQLs with 1st Class Content
Olivia Millard
by Olivia Millard

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SaaS content marketing is one of the most powerful marketing strategies available to SaaS businesses. In addition to boosting brand awareness and reliability (two factors that are essential to growth in the SaaS industry) it’s cost-effective and offers a very high potential ROI. SaaS content writing has the potential to bring numerous business benefits, but it has to be done right. It’s a skill that involves many different factors, based on providing helpful content and increasing your brand’s visibility. 

In fact, over 75% of the organic traffic for SaaS companies comes from their SEO efforts, which is the most important means of bringing in new customers. Content marketing is the most common form of inbound marketing, attracting prospects and turning them into paying customers. For SaaS companies, content marketing is no longer a nice-to-have, but a must-have: a whopping 92% of SaaS marketers say that their companies see content as an important business asset––with businesses that have blogs generating 126% more leads than those who don’t

So, let’s find out what all the hype is about and kickstart your SaaS content creation journey! 🚀

What makes SaaS content writing different?

Content writing has become essential to SaaS marketing strategy. What sets it apart from other forms of content writing is its purpose. SaaS content writing is about creating helpful and educational content that will attract leads to your website. You might also get your readers to complete an action that will keep them engaging in your content—this might be registering for a weekly newsletter, signing up for a free demo, or downloading a free how-to guide.

Being a successful content writer in the SaaS industry involves combining: persuasive writing, technical expertise, and search engine optimization (SEO). The SaaS content creation process demands thorough planning and research—and ideally expert insights—if you want to be at the top of your game.

The characteristics of SaaS content are particularly emphasized in B2B SaaS. In the B2C world, consumers are mostly aware of what they need, whereas a large part of B2B SaaS content writing is explaining what the product is, how it works, and how it could help companies address their specific pain points.

What questions should your SaaS content answer?

SaaS content presents a valuable opportunity to educate potential users about a product by answering questions like:

  • What challenges will be solved when they sign up? Your content must clearly outline the pain points that your SaaS product or service will solve. Explain how you can provide a solution to these challenges and the benefits customers can expect to experience. Using real-world examples and case studies will further demonstrate the effectiveness of your solution. 
  • What makes the product unique? Your SaaS content must highlight the unique selling points of your product. How do these features set it apart from your competition? Focus on developing in detail what makes your solution innovative, efficient, and superior in meeting the needs of your target audience. 
  • Why is the product better than competitors? It’s really important to address the competition and to explain why your product comes out on top. Walk through the benefits your solution offers—these could include factors such as better performance, scalability, user-friendliness, personalization options, customer support, pricing models, or integration capabilities. Remember to provide concrete evidence, testimonials, or statistics to bolster your claims and build trust with your potential customers. 
  • How does the product align with specific business goals or industries? Tailoring your content to your niche is a vital part of your SaaS content strategy as it enables you to demonstrate how your SaaS product meets the specific needs of your target audience. 
  • What results or ROI can customers expect? Address the outcomes and potential return on investment (ROI) that customers can expect when deciding to pay for your SaaS product. Benefits might include increased productivity, cost savings, revenue growth, time savings, or enhanced customer satisfaction. Back up all your claims with customer testimonials, or case studies, which showcase tangible results that other customers have achieved by using your product. 

How to write SaaS content that generates qualified leads: 7 Tips every marketer should know

How to write SaaS content that generates qualified leads, 7 tips every marketer should know

1. Understand the SaaS sales funnel and tailor your content

At the top of our list is the importance of understanding where your content fits into the SaaS buying journey: you must have a strong idea of exactly what your blog post, guide, or interview is trying to achieve. 

SaaS content writing maps content to different stages of the sales funnel, which typically consists of three stages: awareness, consideration, and decision. Content tailored to each stage helps move prospects through the funnel and supports their decision-making process.

Let’s have a look at the three key stages:

  • Awareness Stage: at this stage, the content writing process should be geared towards generating interest, providing basic information, and generally creating brand awareness. Blog posts, social media content, and industry reports can be used to address your target audience’s pain points, provide valuable insights, and introduce your SaaS solution.
  • Consideration Stage: where potential customers are evaluating different options. Content such as white papers, case studies, comparison guides, and webinars can help showcase the benefits and unique features of your specific SaaS product or service. The overall goal here is to establish credibility, build trust, and position your SaaS business as the top solution to customer problems. 
  • Decision Stage: at this stage, your content should focus on persuading prospects to choose the SaaS solution. Free trials, demos, customer testimonials, and pricing information can be effective content types to help prospects make a final decision. Clear calls-to-action (CTAs) are crucial to encourage conversions. 

2. Showcase your technical expertise

Since SaaS content is geared toward company decision-makers, it needs to demonstrate a high level of technical expertise. Top-quality SaaS writers simplify complex concepts, explain technical jargon, and provide clarity to prospects.

Writing for SaaS companies means having a strong grasp of your subject. It’s not just about increasing brand awareness, but brand reliability. Avoid generalizing blanket statements, and remember to fact check, fact check, fact check. Every blog post must build trust with potential customers, providing helpful and informative content that can help leads make informed decisions about where to invest their money. With each potential customer you attract with useful advice, you’re one step closer to winning them over—game, set, and match. 🏆

3. Include expert advice where possible

In addition to having a solid base knowledge of your topic, SaaS content can always benefit from expert insights. It’s important to remember that SaaS content writing goes beyond the acquisition phase and includes content that supports customer success and retention. Create content that’s customer-focused, such as onboarding material, how-to guides, and video tutorials, to ensure your target audience gains maximum value from your SaaS solution. A SaaS content strategy should include the EEAT principle. That is, content should demonstrate Experience, Expertise, Authority, and Trustworthiness, as these are often used by Google’s search ranking system to evaluate content quality.

Using media like how-to guides and recommendation listicles, you can show your prospects that you’re an expert in your field—and that you’re truly dedicated to providing them with valuable advice.

“Listicles bring value to potential customers by helping them make quick and accurate decisions about items they would like to purchase. Potential customers are often bombarded with options to choose from and it can get mind-numbing trying to figure out which option is better than the rest. A listicle usually presents a limited number of options that meet certain criteria, and then quickly evaluates the pros and cons of each option. Now, the potential customer can easily pick the option that they feel best aligns with their needs, empowered with the knowledge they need to make better purchasing decisions.” 

– James Wilkinson, the CEO, and co-founder of Balance One Supplements 

4. Publish content regularly  

If you want your target audience to find your SaaS product organically, it’s important not just to create high-quality content, but to publish it regularly. For a content marketing strategy to work, consistency is key.

A solid flow of articles and guides is essential to sustainably driving traffic, creating awareness, and turning readers into leads. SaaS giants like HubSpot and Mailchimp produce a ton of content and tend to dominate search engine results pages (SERPs) when it comes to their particular topic.

“Posting regular online content is also crucial for SaaS businesses. Not only does it help drive organic traffic, but it also helps establish a consistent brand presence and keeps customers engaged. By posting regular updates, SaaS businesses can stay top-of-mind with their audience and build a strong community of supporters.”

— Matthew Ramirez, serial entrepreneur and investor, Forbes 30 Under 30 Alumni

For example, when we worked with SaaS king Nathan Latka and helped him increase his organic traffic by 568%, we developed a 12-month content SaaS content marketing plan to ensure that top-quality content was flowing consistently – building momentum and attracting site traffic. 

5. Optimize your article structure  

From well-placed calls-to-action (CTAs) to striking titles, optimizing your format is crucial to successful SaaS content creation. Your ideal word count will depend on the format and topic, but it’s advisable to aim for a minimum of 1,000 words for standard blog posts, 2,000 for long-form content, and concise 300-500 word pieces for news or product pages.

6. Don’t forget about search engine optimization (SEO)

When it comes to creating content for SaaS businesses, remember it’s just as much about ranking as it is about marketing your software and demonstrating technical expertise. Keyword research is essential to produce high-quality content, which will then boost organic traffic, and help you stay on top of search engine rankings. And being on top of search engine rankings will not only improve the visibility of your content but also of your brand. The higher you show up on your niche keywords, the more top of mind your brand will be for your potential customers.  

Including relevant keywords can really bring up your content game—but a successful SEO strategy is about a lot more than that. Check out our guide to keyword research, which explains how eight different SaaS brands have started ranking higher thanks to a holistic SEO strategy. 

Other factors, such as establishing an ICP (Ideal Customer Profile), should determine your approach. An ICP is a detailed outline of your target customer profile—not to be confused with a buyer persona. An ICP helps SaaS businesses understand the unique characteristics of their prospects, helping you develop a laser focus in your SaaS-specific marketing campaigns, which can then inform your content creation process. 

SEO is an evergreen solution– meaning that the efforts you put in today will continue to work throughout longevity, unlike PPC which as soon as you stop paying, it will stop working. Whether it’s analyzing existing content or planning future content, it’s essential to prioritize high-intent keywords and link building opportunities where possible. For example, when we helped Attest increase their organic product signups by 8.5 x year-on-year, we kept detailed keyword research and strategic planning at the heart of our SEO content services. 

7. Set goals and stick to them

Writing content is all very well, but it’s important to make sure your content is making a difference. Measuring results and optimizing existing content, ideally through a site audit, is a great way for you to come up with feasible yet aspirational goals for you to meet with your SaaS content.

Results tracking, using key metrics as benchmarks, is the best way to monitor the success of your SaaS content efforts. To get started, familiarize yourself with measuring ROI – specifically in the SaaS world – which you can do with Skale’s free guide.

Examples of great content for SaaS products

Product-led content

As the name suggests, product-led content is based on the product. It’s content that successfully places a product at the center of its narrative, whether that’s by illustrating a point or providing a solution to a customer’s need. It tends to focus on a particular pain point (a pillar of SaaS content marketing strategy) and offers an answer. 

Below you can see how Ahrefs popular blog is a great example of product-led content. In almost all of its blogs, they will show how their tool can solve customers’ pain points. For example, in their ‘What Are SEO Benchmarks, & Which Ones Actually Matter?’ blog post, they show the SEO benchmarks with using–and how an user can track them with their tool.

Ahrefs: what are SEO benchmarks & which ones actually matter blog post

Leading with the product works well for many reasons. It’s a popular SaaS go-to marketing strategy, driving customer acquisition and conversion and boosting customer lifetime value. In fact, SaaS companies with a product-led content strategy have, on average, a 25% higher growth rate than those who do not.

Informational content

Educational media is crucial to a successful content marketing strategy in the SaaS world. In B2B, three in four buyers want to self-educate: it’s your job to provide your target audience with the necessary tools and resources via accessible, compelling content.

In addition to specialist written content, it’s important to cover a few basics in your SaaS blog. You may have a clearly defined target audience, but making your content human and approachable with thorough explanations and careful wording is the priority.

How-to guides

How-to content is about teaching readers to do something. Walk-through guides are popular: they bring a reader with them as they give the rundown. From How to Conduct an Insightful SaaS SEO Competitor Analysis to How to Calculate SaaS Marketing ROI, these guides offer something of value to potential customers, boosting both brand loyalty and credibility.

Thought leadership content

In the oversaturated B2B SaaS industry, thought leadership is slowly making its way into SaaS content across the sector. It’s a highly effective way to win the attention of your target audience, which in the SaaS world is essentially an entire company, not just a single customer.

Thought leadership helps spread word of mouth about your SaaS company: it’s a valuable strategy drawing on the combination of experience, marketing, and opinion, helping you solidify both brand awareness and reliability. Remember to narrow your focus to a particular topic, ideally one with a high search volume, and come up with various content ideas that demonstrate your expertise. There are three key ways to achieve this:

  1. Take a hard stance on an industry belief (or myth)
  2. Work with new data and analytics to create innovative content in the form of reports or white papers
  3. Address and explain a complex, commonly misunderstood issue specific to your industry

Industry news and commentary

Writing SaaS content can be as simple as commenting on new updates and developments in your field. These pieces tend to be shorter, unless, for example, you’re interviewing an expert, up to about 500 words. With these, remember quality over quantity! 

Whether this takes the form of a newsletter or an expert-led roundup blog post, creating SaaS content that follows trending topics and news is increasingly likely to receive shares and links. When it comes to the content creation process, software such as Google Trends and BuzzSumo can help you track breaking news and stay on top of any updates, so you can be first on the scene.

Case studies

Case studies are all-rounders. They showcase your company’s previous successes, demonstrate customer satisfaction, and aim to both inspire and educate readers. Having a dedicated page of detailed articles on your SaaS website makes it easy for prospects to have a look at your greatest successes, and understand your product or service in great detail. They provide real-world evidence of the effectiveness of your SaaS product—so statistics and metrics are vital to showcase your success. 

Below you can see an example of our Stories & Opinions page where we showcase all of our case studies. 

Skale's Case Study: How Rezi Increased Their Revenue by 176% in Just Four Months landing page

Case studies also provide an opportunity to highlight the specific challenges or pain points that your SaaS product solves. This may resonate with potential customers who are experiencing similar challenges, making your SaaS offering more relatable and relevant to them. A detailed case study enables prospects to envision how your product can be applied to their own business scenario. They’re shareable, serve as social proof, and enhance your brand’s reputation, ticking many boxes on your SaaS content criteria list. 

The benefits of SaaS content writing: beyond rankings

Drives brand awareness

Increasing visibility is key to any business—especially SaaS businesses. For people to buy your product, they first need to know that your product exists. By writing content that’s relevant and helpful to their target audiences, SaaS companies can attract prospects, who may eventually become paying customers. 

For example, you might own a SaaS startup that’s offering brand-new project management software. You’re confident of its ability to effectively streamline workflows and boost productivity, and you’re eyeing your target audience, but they don’t know about you—yet. 

This is where search intent comes in. Someone belonging to the target audience might type into Google search “How can I complete projects more efficiently?” Ideally, a product-led blog post from your website content will appear high in Google search results. It might outline ways of boosting productivity while mentioning the potential benefits of your product. 

The tips and expert advice you give will provide value to your readers, and now they know about your product. 

Builds trust with potential customers

SaaS content marketing is all about building credibility. Potential SaaS customers are much more likely to buy from a brand they know they can trust—and one of the most effective methods of establishing trust is by providing helpful information and free tools without expecting anything in return. 

This gives the impression that you care about your readers: you want to see them succeed. When people see that you’re an expert in your field, with plenty of useful tips and advice to give out, they’re more likely to return (and keep returning) to your website. Organic traffic is the first step to gaining paying customers. 

It’s cost-effective 

SaaS content writing is one of the most cost-effective SaaS marketing strategies. When the search engines start playing ball, you’ll notice increased traffic to your website, more leads, and better engagement. 

Not only does it offer high ROI, but SaaS content marketing also works well with other strategies, for example, social media marketing or email marketing, which you can use to share your content with a wider audience. Additionally, once you’ve created your content, it’ll continue to produce results, driving up traffic and leads long after you’ve published it. 

Discover how Skale doubled Rezi’s monthly signups

Skale’s expert team created an aggressive content growth strategy that increased Rezi’s revenue by 176% in just 4 months- how did we do it?

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Do you need a SaaS content writer or a full-service agency?

If you’ve decided to look into SaaS content writing services, you’ve got two options: hiring a SaaS content writer directly or working with a full-service SaaS content agency

SaaS content writers offer expertise and specialization. They understand the nuances, challenges, and trends specific to the SaaS industry. Working with a dedicated writer enables direct collaboration and communication, and they can be cost-effective, depending on your content needs. However, in order to work with a freelance SaaS content writer, you’ll need a clear content strategy in place already. If you don’t have one established, a full-service agency may be a better choice. 

Specialist SaaS agencies such as Skale offer a full team of writers, editors, SEO experts, and strategists, providing a wider range of services and all-around support––exactly what you need. Agencies can scale their efforts much more easily than freelancers, and it’s easier to accommodate workload changes or priority shifts. Additionally, agencies can provide strategic guidance and a broader perspective, bringing in industry insights, best practices, and creative ideas for you to use to shape your content strategy. 

Ultimately, the best options depend on your specific needs, resources, and preferences. If you are interested in finding out more about the potential benefits of working with an agency, book a call with us today

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