B2B SaaS Content Writing: Drive More Sales

You've got a groundbreaking product, a killer team, and the ambition to take over the world.?

But guess what? If your content isn't up to par, you might be leaving money on the table.?

It's not enough to have a stellar software solution; you need to communicate its value, its essence, and its potential.?

Ads are great but expensive in doing so.

That's where SaaS content writing comes into play.?

And let me tell you: If your idea of having a company blog is writing about feature updates, conferences you attended, new hires, and team-building experiences, you got it all wrong…

Dive in, and let's unravel the art and science behind it.?

Because, let's be honest, you can't afford to get this wrong.

Psst… I’m Rami, and if you need help with your SaaS content, feel free to contact me.

Why is SaaS Content Writing So Important?

Ever heard of SEO??

It's basically a set of things you do to make sure sure when someone's Googling a problem your software can solve, your name pops up.?

Yes, that’s an oversimplification, of course. SEO involves pretty technical stuff, but also requires, nowadays, top-notch content that serves the audience.

But it's not just about throwing in some fancy keywords.?

It's about writing stuff that people actually want to read.?

Stuff that tells them, "Hey, we've got what you need!"

And when people start engaging with your content on search engines, magic happens. Or rather: Organic traffic happens.

And organic traffic is the gold standard for client acquisition, isn’t it?

The thing here is that SEO content takes time to rank, so this is why most companies always combine it with other short-term strategies to drive traffic.

Most commonly, ads.

But ads are way more expensive in the long-term than having a solid piece of content ranking on Google for years, requiring minimum updates.

So let’s now move on to what you need to do to start leveraging SEO content for your SaaS business.

7 Tips to Generate More Sales With SaaS Content Writing

If up to this point you were thinking about ChatGPT writing all your blog content, I’m here to let you down.

Language models are great for kickstarting your writing with ideas, but things are not as easy in the current competitive landscape of content.?

Anyone can prompt, copy, and paste, but unless you are in a niche where competition doesn’t exist, it won’t cut it.

This is why I’m here to discuss 7 things that will take your content to the next level, and help it rank on Google.

1. Know the product

Before you even think about putting pen to paper, it's essential to deeply understand the product you're discussing.?

Dive into its features, benefits, and any potential challenges users might encounter.?

Even if you were the one who built it, spend some time with it as if you were a user.

There's nothing like firsthand experience to give you the authenticity and genuine insights that will resonate with your readers.

Become an expert, and explain how it solves every single problem the potential client has.

2. Pick keywords your target audience is searching for

Keyword research is more than just an SEO task; it's about truly understanding what your potential customers want.?

Utilize tools like Google's Keyword Planner, SEMrush, or Ahrefs to gain insights into search volume, competition, and related queries.?

Remember, it's crucial to understand the intent behind each search.?

A person looking up "What is SaaS?" is on a different journey than someone searching for "Best SaaS tools for project management."?

And as the digital world is always changing, make it a habit to regularly update your keyword list to stay relevant.

Put yourself in your client’s shoes. What do they usually search for?

B2B searches are different than B2C ones.

Decision makers usually Google for features, while end users tend to search for benefits.

3. Define who you are talking to

To create content that truly resonates, you must know your audience inside and out.?

Start by crafting detailed buyer personas that encompass demographics, job roles, challenges, and goals.?

Engaging with teams that interact with customers daily, like sales and customer support, can provide invaluable insights.?

They'll clue you into common questions, concerns, and feedback from real users.?

And remember, not all users are the same.?

Segmenting your audience based on criteria like familiarity with your product or industry knowledge will allow you to tailor your content more effectively.

4. Show what your product is capable of

Highlighting the capabilities of your product is more than just listing features. It's about showcasing real-world applications and benefits.

Use case studies to demonstrate how businesses or individuals have benefited from your product or some features of it.?

Share testimonials from satisfied customers to build trust.?

Whenever possible, use metrics and data to back up your claims.?

For instance, if your software helped a company increase its efficiency by 20%, mention that.?

Visual aids, like screenshots or video demonstrations, can also be powerful tools to illustrate the product's functionality and benefits.

Incorporate all of this seamlessly into your content.

5. Follow SEO best practices

Search Engine Optimization (SEO) is essential for ensuring your content reaches its intended audience. Start with a compelling title that includes your target keyword.

Ensure that your content is structured with headers (H1, H2, H3) for better readability and SEO.?

Use internal links to guide readers to other relevant content on your site, and external links to reputable sources to boost credibility.?

Alt-text for images, meta descriptions, and URL structures are often overlooked but play a crucial role in SEO.?

Lastly, ensure your content is mobile-friendly, as a significant portion of users access content via mobile devices.

6. Incorporate organic calls to action

A call to action (CTA) is where you guide your readers toward a desired action, be it signing up for a newsletter, scheduling a demo, or making a purchase.?

However, CTAs should feel natural and not forced.?

Integrate them in a coherent way into your content.?

For instance, after discussing a particular feature, you might include a CTA inviting readers to try that feature out for themselves.?

Always ensure that the action you're guiding them towards is relevant to the content they've just read.

If you need help with this, don’t hesitate to contact me, I’m happy to jump into an audit of your content strategy.

See what I did there?

7. Repurpose, repurpose, repurpose

Creating quality content takes time and effort, so make the most of it by repurposing.?

A single blog post can be transformed into various formats.

Consider turning key points into infographics or slide presentations.

Extract insights and create a podcast episode or a video tutorial.?

Share snippets or quotes on social media platforms to drive traffic back to your main content.?

By repurposing, you not only maximize your content's reach across different platforms but also cater to different audience preferences, and make better use of the budget spent on a long-form article.

Types of SaaS Content to Focus On

SaaS content can, most of the time, be put in one of the following boxes.

Your job as a content strategist will be defining a healthy mix of these different types of articles, and finding topics that are really relevant to your audience.

Guides

What better way of giving away value for free than with a guide?

Guides will help you position as an authority, and be a reference for your potential users.

Whether it's "How to Set Up Your New Software" or "Best Practices for Data Security," guides are all about providing actionable advice.?

Remember, the key here is clarity.?

Use clear headings, bullet points, and visuals to make your guide user-friendly.?

And always keep the end goal in mind: helping the reader achieve a specific outcome with ease.

Comparisons

In the vast sea of SaaS products, users often find themselves wondering which tool or software is right for them.?

That's where comparisons come in.

By comparing features, pricing, usability, and other key factors of different products, you're helping potential customers make an informed decision.?

But here's the catch: be objective. While it's tempting to favor the product you're promoting, credibility is crucial.?

Offer a balanced view, highlight the pros and cons, and let the facts speak for themselves.

Expert advice: Leverage user reviews to validate the features and use cases you want to highlight.

Long-form informational articles

Long-form articles are your chance to showcase expertise and provide in-depth insights on relevant topics.?

These aren't quick reads; they're comprehensive pieces that tackle subjects from all angles.?

Maybe it's a deep dive into the future of cloud computing or an exploration of data privacy regulations.?

The goal here is to inform, educate, and position your brand as a thought leader.?

While these articles require more time and research, the payoff in terms of engagement and authority is well worth the effort.?

And don't forget to structure your content well with clear headings, subheadings, and visuals to enhance readability.

Where to Find SaaS Content Writers?

Although there are many content writers out there, and rates are as varied as colors, finding a voice that really resonates with your brand is no easy task.

For starters, I’d recommend we give my team a try. At Blogger Input we work one-on-one with our clients to develop an effective content strategy for the stage their business is currently in.

Apart from us, in my experience, LinkedIn has always been a great place to connect with amazing writers and subject matter experts.

Usually, I’d stay away from freelance marketplaces like Upwork or Fiverr since they are a race to the bottom in terms of pricing, and most of the time quality follows suit.

Other than that, a great strategy is talking to professionals in the particular industry you are in, you never know when someone might be looking to transition into a more passive writing role, and their first-hand experience can’t be matched by anyone else.