Content writing has become a crucial element of marketing strategies for SaaS companies, for one simple reason: it drives business.
There is no better way to promote your SaaS product, communicate its benefits to your target audience, and convert them into paying customers than by producing content about it.
In this article, you’ll learn everything you need to know about writing content for SaaS.
What exactly is SaaS content writing?
SaaS content writing is the process of expressing, educating, and demonstrating how your target audience can use your product to solve their problems.
It should highlight how your product makes their lives easier and why they should choose it over any alternative if they want to save time, effort and/or money.
In short, text-based content is a critical component of any SaaS marketing strategy. It enables SaaS companies to boost brand recognition in search engines, increase conversions, and ultimately boost revenue.
Difference between SaaS content writing and other forms of writing
The main difference between SaaS content writing and other types of writing is the purpose of the content.
Writing for SaaS aims to nurture prospects into paying customers over time, while writing for other niches often focuses on educating, entertaining, or informing readers about a specific topic.
It helps you promote your products or services, generate leads and increase conversions.
SaaS content tends to be long-form, exceeding 1,500 words, and covers detailed explanations and guides. Long-form content can be essential to building industry authority and credibility with target audiences.
SaaS content writing is also used as a showcase to educate potential users about the capabilities of your SaaS product in a way that helps solve their problems.
Unlike other niches that may utilize creative writing, SaaS content must incorporate data and references that support claims of performance and efficiency.
SaaS companies often decide between hiring freelance SaaS writers or establishing an in-house team with a content strategist.
It’s also possible to have a hybrid model, where you manage the SaaS content strategy in-house but outsource the written content to a freelance SaaS writer.
The main difference between traditional writers and SaaS writers is the level of experience and knowledge in the specific SaaS industry.
A SaaS content writer will be better informed about industry trends and have a good working knowledge of their tools. They will be able to understand specific terms and concepts better than a regular freelance writer.
7 types of content writing for SaaS
SaaS content includes several different forms of writing for various purposes and mediums. Here are seven types of SaaS content:
Case studies
Case studies show how real customers have successfully used your SaaS product to solve their problems and achieve their goals.
By showing real results and featuring real customers, case studies help convert potential customers and reassure existing ones.
While writing case studies can take a lot of time and effort, they are great for bottom-of-the-funnel content that will encourage people to buy.
If you are creating SaaS content, make sure to cover case studies because they can improve your bottom line and rank much more easily.
Checklists and list-type items
Blog posts that list a series of items or things to do are a common type of SaaS content.
Checklist posts are step-by-step guides or to-do lists that help readers accomplish a task or goal. They are relatively easy to write and may be less competitive for ranking in search results.
The step-by-step model makes checklist posts great for simplifying complex processes and offering practical insights.
You can also create a listicle article comparing your product to other alternatives. Here’s an example from Planable, where they compare the top project collaboration tools.
Comparison and versus pages
Comparison guides offer a side-by-side comparison of your SaaS product with competitors or alternative solutions on the market.
These guides help potential customers make informed decisions and understand the unique value of your SaaS product over others.
When creating comparison guides or “versus” pages, don’t just say your product is the best in an obvious way. Take a show-and-tell approach. Show them what your product does and tell them how it helps solve their problem.
Making explicit claims about the superiority of your product without proof can result in loss of customer trust and conversions.
Guides and tutorials
Step-by-step guides are a great way to show readers exactly how your software addresses their problems step by step.
Think of the PAS approach: problem, agitation, solution. Good content will start by highlighting the problem to resonate with readers.
Next, engage the reader by discussing how serious the problem is. Finally, show them how they can use your software to effectively solve the problem.
Identifying with users’ problems and offering solutions can help establish your SaaS business as a problem solver.
Statistics Publications
Statistics posts are list posts that compile and present relevant industry figures. They are often used as “link bait” because you can get backlinks from high authority sites without needing to hire a link building agency.
With statistics posts, you don’t always have to do the research yourself, unlike with reports. Instead, you can rely on other companies and reference them in your blog post.
This ease of writing a statistics post makes them lucrative content for companies looking to establish themselves as industry experts.
Post with templates
Templated posts are another popular type of content that will bring you relevant search traffic. They provide ready-made templates that save users time and effort.
For example, you can publish articles that offer free SEO templates to help readers with their content workflows.
By offering these templates to users, you demonstrate your SEO expertise and can introduce users to your SEO tools.
Information
Reports present insights based on data or market trends relevant to your SaaS product niche.
To produce reports, you need to dedicate time and resources to your own research. Studies like this can improve the producer’s credibility in the industry and among their target audience. Aside from being shareable, a valuable report can also earn you multiple high-quality backlinks to increase your domain authority rating.
