“When it comes to SaaS marketing, content is king.”
According to the latest research, the SaaS industry has garnered $591.8 billion in the last year.
One of the driving factors behind this massive progress is quality SaaS content that boosts lead generation and product signups. Thus, SaaS companies have created a solid foundation for the growth of their services or products through powerful blog posts and landing pages. Besides including products and software, SaaS content writing covers impactful narratives to resonate with potential readers via online channels.
Without further ado, let’s talk about how SaaS content writing affects a company in spreading information about different aspects of software as a service.
What is SaaS Content Writing?
With companies aiming to earn higher profits, SaaS content writing helps generate awareness about a SaaS product and highlight its USPs.
Besides educating users about your product, you can also convert them into paying customers.
Therefore, the key lies in communicating with the audience and persuading them about why they should choose a specific service/product.
In other words, a SaaS content writer is responsible for creating funnels to lead readers or users to purchase or subscribe to a service or product. The goal is to rank higher in search engines and acquire more leads and revenue eventually.
SaaS Content Writing vs Other Forms of Content Writing
One of the primary differences between SaaS and other forms of content is the intent of writing the content. While SaaS content focuses on educating and converting leads, other types of writing cover entertaining and informational content as well. Generally, it includes long-form content with detailed guides and explanations to establish credibility and industry authority.
Writing SaaS blogs is different and perhaps more challenging because writing about intangible products or services requires a thorough understanding of the problems and possible solutions.
SaaS content pieces should have data and references in favor of their claims, unlike other niches that may incorporate creative writing. Therefore, a SaaS content writer should have a specific set of skills that may be different from other types of writing. It implies that a SaaS writer should not only possess a deep knowledge of the product but also resources and target audiences.
Why Prioritize Content Writing for Your SaaS Company?
Apart from paid advertising, posting content from time to time prepares companies to survive in a severely competitive SaaS industry. Not only is it organic, but it also needs relatively lesser financial investments.
Do you know why SaaS companies prefer content writing for marketing purposes? SaaS businesses look for the following benefits while producing top-notch SaaS content:
- Higher conversion rate
- Generate brand awareness
- Higher ROI than traditional advertising methods
- More traffic on the company page
- Increase in click-through rates
- Convert casual readers into customers
While writing a SaaS content piece, a content writer should keep in mind some essential tactics. We have discussed powerful tips in the next section to help a SaaS content writer create compelling content.
9 Powerful SaaS Content Writing Tips to Get Started
It is a huge task to write posts that compel readers to stay hooked for at least 90 seconds.
Gone are the days of generic statements and fluff content.
Now, the focus is on creating every piece of SaaS content that converts and brings more revenue.
However, getting desired results with promising SaaS content is not child’s play! So, let’s discuss 9 proven strategies to attract and convert potential customers for SaaS companies.
1. Be Specific in the Introduction
As you may already know, the introduction sets the tone for a content piece. This is where a strong introduction can work wonders in encouraging readers to stay hooked till the last word.
The first step to creating relevant content is recognizing your readers and considering factors such as psychographics and demographics. You must remember that failing to attract the target audience will have an adverse impact on SERP positions for high-raking keywords. In short, it is essential to research the problems and probable solutions your brand can offer.
After you are done researching the target audience and suitable keywords, you can start writing the introduction. Also, some content writers prefer crafting this section at the end so that they can provide a better structure or outline.
A powerful introduction must have an attention-grabbing hook in the form of questions or unknown facts. Then, you can move on to addressing the pain points and outlining the information the readers can expect to receive in the content. Alternatively, you can use a case study or story to introduce the topic you are going to talk about in the content.
The introduction must not only be catchy but also to the point that will demonstrate how the write-up will solve the reader’s problem.
2. Write Using Simple Language
Visualize that you are writing for an audience or readers who are not conversant with technical SaaS jargon. You can use simple language to attract a large number of readers to enhance the content’s readability to a wider audience base.
Write the content in a conversational and relatable tone resembling a direct conversation with the audience. You may use first and second-person pronouns to make the content connect better with the readers. Also, maintain a consistent voice and proper tone while writing content for a SaaS brand.
3. Keep their Pain Points in Mind (Always)
A good way to produce great SaaS content is to answer prospect questions or address significant pain points. It could be technical content about a product and how it works or more about the exclusivity of software.
Try designing the content for a particular audience and point solutions to their problems directly. It would be great to anticipate customer queries and create content accordingly.
4. Show, Don’t Tell
It is not sufficient to only list your services and their benefits. What you can do is come up with real-world or imaginary scenarios and show readers how the software or service can solve their problems. It will allow the potential users to understand why this solution would be the best choice.
SaaS writers make content more relevant and memorable through custom visuals to answer queries like ‘where to find’ or ‘how to.’ You can weave product-led storytelling and include reviews and testimonials to aid readers in understanding the outcome of a specific service.
5. Optimize for SEO
Without a doubt, Search Engine Optimization is of paramount significance for SaaS content writing to acquire more visibility for target users. The reason is high-ranking content connotes increased trust if readers tend to follow the actions in the content.
Here are some actions you can adopt to optimize your content:
- Optimizing for organic traffic begins with creating a title tag in the form of a clickable headline in SERPs.
- Next comes the brief meta descriptions summarizing the content to entice readers to understand why they should read the content.
- Research for keywords and look for less competitive keywords. Include the primary keyword in the meta descriptions and secondary keywords in sub-headings.
- Do not forget to incorporate internal links to main pages and external links to high-quality, credible sources to convey context and relevance to search engines.
- You must also include concise headers and structure your content in such a way that determines if it is what the searcher is looking for.
6. Create Skimmable Content
Nobody likes reading longer paragraphs, and this is why most readable content pieces do not contain more than 50 words in a single paragraph. Insert proper spacing to make the content more legible. In addition, you must break huge chunks of text into subheadings or bullet points to make the content easy to read.
You can write the most significant details at the outset to attract the readers and help them understand the value of your content. Using images, graphics, charts, and interactive content also comes in handy in engaging a reader’s attention span.
7. Know your Product (Inside Out)
You should try to sell or discuss your product abundantly to gain trust and develop brand awareness. While creating SaaS content, you must explain how a software or service can help readers. If you are a SaaS freelance writer, sign up for the free version of the software to experience its functions and create authentic content.
According to studies, videos enhance customer retention rates by 100%.To show how your product looks in action, try including screenshots, product videos, product tours, GIFs, and so on.
For example, at Rank Scholars, we always resort to product walkthroughs displaying screenshots of different features and how they work better than other solutions. And this generates sales for our clients.
8. Get Customer Insights
It is crucial to understand customer pain points for creating better SaaS content. Talking to the sales team or listening to customer support calls may help in familiarizing yourself with audience-friendly words/phrases.
Interviewing experts within the company can also help you understand the product or service and find unique angles to the content piece. Some SaaS companies even enable you to talk to the client and understand their product through demos or videos to write useful content for prospects.
9. Make Space for CTAs
Placed in the concluding section, a call to action aims to instruct the reader on what course of action they should take. In addition, you may add CTAs at any strategic juncture to remind the reader how the product can solve their problem. However, making space for CTAs signifies using them contextually without breaking the flow of the post.
A SaaS call to action must be clear and concise and will persuade the reader to sign up for a free trial or a software demo. Your CTA must contain all the promises upon clicking the link that you can include in the form of a brightly-colored button on the landing page. For instance, ‘read how,’ ‘book a call,’ ‘learn more,’ ‘register today’ etc.
11 Blog Types That Convert Most Users for SaaS Products
Be it demonstrating why your software is better than its counterparts or enabling your brand to get noticed in a crowded SaaS landscape, a sound content strategy helps in achieving key business objectives. Different types of SaaS content writing, such as case studies and how-to guides, are effective in providing actionable solutions through your content.
Now, let’s discuss some significant blog types that boost SaaS content strategy.
1. How-to Posts
Since SaaS customers always seek solutions to their problems, creating how-to guides helps in converting the target audience into paying customers. While writing a how-to SaaS content guide, you should be mindful of the audience and create actions or steps to assist them.
Suppose you are promoting the sale of video editing software to an audience that is on the lookout for tools to create and edit videos. After understanding the common issues, all you have to do is come up with a guide on how your software can assist customers in editing videos. Alternatively, you can write a how-to post teaching them ways to improve their video editing skills in general.
2. Statistics
If you are creating a statistics post for a SaaS blog, ensure you include all relevant statistics and validate them suitably. The next step is to get organic links and cement your position in search engine results.
For instance, a post on statistics mentioning how SaaS businesses have adopted AI should not only include the latest data but also rank high on Google for domain authority.
3. Reports: Original Studies
Creating original research-based posts is time-consuming but guarantees maximum results. Therefore, you should put aside some time to research your niche and write original content accordingly.
For example, you can take the help of questionnaires or conduct surveys to analyze data and prepare reports to create a one-of-a-kind post.
4. Top of The Funnel Posts
This kind of content aims to educate cold prospects and pitch your brand to them. One example can be opinion or thought leadership posts to reach a larger audience or grab the attention of the target audience.
You can target keywords with high search volumes or money-making potential. It will enable you to write posts that generate a lot of traffic and awareness about your product.
Suppose you want to create content about a time-tracking software. Look for phrases such as ‘time management’ or ‘work schedule,’ and you will get a list of all keyphrases for your ideal buyer persona.
5. Checklists
All readers love checklists. While some prefer creating lists with even pointers, others want to experiment with numbers ending in an odd digit. Statistics claim that the top 10 lists are all-time favorites of digital readers.
For example, creating a post on ‘7 Ways How [Name of Software] Help in Closing Deals, will not only attract more readers but also serve to convert leads.
6. Template Posts
SaaS businesses always require leads in the form of templates. To create a strong lead magnet, ensure that you create template posts relevant to your buyer persona to offer ultimate value. Also, mention the product wherever necessary to garner more leads.
For instance, while talking about a sales CRM software product, create a template that stresses the product’s use cases and increases cold prospecting rates.
7. Review Posts
Whether it is an email marketing tool or project management software, the best way to pitch your solution is an unbiased review post. Here, you can compare other solutions and then pitch yours effectively to bring out the differences in a subtle manner.
8. “Best of” Posts
Earlier, we discussed how you can go about creating top-of-the-funnel posts. Now, let’s look at a type of bottom-of-the-funnel post, that is, “best of” posts. It could be a list of the best software in your niche or simply the best ways to use a particular SaaS tool.
For example, write a listicle on “12 best email marketing software” and promote yours as the #1.
9. Alternatives to Products
Often, people search for a product or service alternative if they are not satisfied with the one they are currently using (or maybe due to its pricing or other reasons). Again, in some cases, users try to weigh various options to make an informed decision before choosing one product. This is where creating content for ‘alternative to’ pages can help you rank on top of the competitors.
For example, if you sell a keyword research tool, you can create blog posts on “Best Semrush alternatives” and list out some of the best ones (including yours).
10. Comparison Posts
Undoubtedly, SaaS products have a lot of similar counterparts in the market. This is where you can write content in a way that compares the USPs of your products to their alternatives.
For example, if you write for a project management software, Trello, writing a post on “Trello vs Asana: Which is better?” will allow readers to understand the differences.
Here, the trick lies in ]not sounding too salesy to offer maximum value to the readers. So, list many features illustrating what makes your product stand out in the crowd. Thus, you can not only build trust but also retain customers in the long run.
11. Case Studies
If you want to discuss a particular customer’s experience with your product, a case study can help you get the desired result. Since case studies feature real persons and their challenges, they establish trust automatically. So, when a reader is going through the post, it means that they are genuinely interested in what you are offering. Thus, case studies work to attract organic traffic if you craft them with thought and credibility.
Let’s consider a scenario where you draft a proper case study on how the software helped in scheduling/canceling clinic appointments. Try explaining how the product helped the client overcome challenges in the context of their business. Without marketing your product aggressively, make it a comprehensive statement story of your client’s success with the software.
As a SaaS writer, you may also connect with your audience through whitepapers, social media posts, podcasts, and so on. Before getting started, ensure where your target audience is and that you are halfway through!
Final Words
In conclusion, SaaS content writing is essential to serve as a source of valuable knowledge. Leveraging content marketing can also reduce customer acquisition costs sustainably.
SaaS content writing is a long-term investment. Therefore, you will want to acquire endless reads or leads, won’t you? However, if you are just getting started with creating SaaS content, it can be overwhelming.
To make things easier, Rank Scholars help you attract suitable leads and enhance your conversion rates. So, what are you waiting for? Contact Rank Scholars today to create quality SaaS content and improve your online visibility via cost-effective solutions.
Author
A freelance content writer, Madhurima loves illustrating her thoughts and crafting engaging content. On days when she’s not so busy, you’ll find her painting or reading her favourite novels
