Content Writing for SaaS Brands (Tips to Help Freelancers)

Lately, I've been nose-deep into researching SaaS companies.

Why? Because I'm looking to write for them of course!

These companies offer software solutions that are delivered over the internet, eliminating the need to install the software.

This model has changed (for the better) the way businesses operate, providing scalable, accessible, and cost-effective solutions. As a freelance writer for SaaS, your role is to demystify these technologies for the average customer, making the benefits of SaaS solutions clear and compelling.

But, how do you do this with intangible products that aren't that entertaining, can't be idolized by others and just don't have the hypeness factor tangible products do?

Let's look at key characteristics of SaaS content writing and then I'll share some tips I've learned in the 10 years of writing for B2b SaaS businesses!

What SaaS Writing Is

1. It's Complex

As a writer, you'll need to share the important benefits of a software program even though it can be challenging and not always obvious.

Your clients are creating a suite of tools for various users and needs, so it's our job to customize our marketing and CTAs. In SaaS, generic content won't cut it—focus on each solution's unique perks.

2. It's Technical

You might need to delve into technical writing, breaking down complex software functionalities into digestible information for non-tech-savvy readers.

This might also mean identifying different use cases of a client's software tool. For example, one tool's primary use case is lead funnels, with a secondary use case being customer relationship management (CRM). A freelance SaaS writer should be able to identify and use the key phrases and related keywords surrounding each use case.

3. Has a Long Sales Cycle

SaaS sales cycles can be lengthy, often requiring multiple touch points with prospective customers.

Your SaaS content should be informative and persuasive, guiding customers through the funnel with valuable insights and solutions.

4. Has a Specific Audience

SaaS writing often targets a B2B audience, which means your content should cater to professionals and decision-makers in various industries. Understand their pain points, challenges, and goals to create relevant and engaging content.

So, this might mean that you aren't the core user of a software tool. This is challenging when you have to write in-depth about a tool you don't use.

To work through this, you need to gain experience with the tools you write about (use Youtube, sign up for a free trial or look at reviews) and get in the headspace of the intended user by reading social chatter, thought leaders, internal reports and case studies.

5. Is Often Long Form (But Not Always)

Typically, SaaS brands rely on long-form content to help grow their user base. Why? Because the topics around their software product (and neighboring topics) usually require an in-depth analysis.

Case in point (54 minute read):

While most B2B SaaS content doesn't take 54 minutes long to read (usually between 7-15 minute read time), be prepared to create long-form content.

This is a skill that can be developed.

But don't think all SaaS brands want long-form content. I'm seeing a shift in content length and 1500-1800 seems to be a new norm.

As a new SaaS writer, be comfortable writing 3,000-4,000 word blog posts AND 1500-1800 word blog posts!

How to Succeed in SaaS Writing

1. Immerse Yourself in the Industry

Stay updated on SaaS trends, technologies, and best practices.

I follow a lot of content marketers and CEO's in my industry to help me see what's new in my space.

And work on using the software you're writing about. Don't hesitate to ask for demos or additional information from your clients.

2. Hone Your Technical Writing Skills

Even if you're not writing technical manuals, the ability to communicate complex ideas clearly is invaluable in the SaaS space. For practice, look at a SaaS tool's website copy and create a blog post from it.

For example, if I look at the website copy for Revenue Hero I can come up with a few topics:

1. 5 Ways to Boost B2B Lead Conversion with Instant Scheduling
2. How to Streamline Your Lead Management with Effective Campaign Routing
3. How to Attract High-Value Leads With Lead Qualification

Go ahead and use ChatGPT to give you the main points of a website copy and use that to help you form the audience, intended use of the tool and phrases for your blog post.

3. Understand the Sales Funnel

Know how to create content that addresses different stages of the buyer's journey, from awareness to consideration to decision. You may have heard of ToFu MoFu and BoFu content.

These are different awareness touch points about a product a customer goes through when deciding to purchase a software tool.

As a B2B freelance SaaS writer, it's your job to create ToFu or BoFu content. Study these types of content to become a better writer for your clients.

4. Focus on Benefits

Always highlight how the SaaS product solves problems or adds value for the user – if it makes sense. Some clients want you to focus on the topic at hand and they will take care of the CTA for their product during the editing process.

But, when possible, try using case studies to illustrate real-world success stories.

5. Keep SEO in Mind

SaaS keywords can be competitive and niche-specific. It's a good idea to conduct thorough keyword research and optimize your content to improve visibility and reach. Most of my clients give me the keywords to use, but I also use Ahrefs and Marketmuse to give me a bigger landscape of the words and topics to discuss.

Wrapping It Up

SaaS copywriting is a highly rewarding niche to get into. If you excel at making technical writing easier to consume and enjoy using SaaS products, you can be a SaaS writer!

There is no shortage of writing jobs for SaaS brands and it's possible to make a living just writing for SaaS companies. Are you a SaaS writer? I hope you found this helpful!