A growing number of tech and SaaS companies around the world are investing in content marketing — and for a good reason. High-quality SaaS content on your tech blog is the simple, cost-effective tool you need to position your products as solutions and your brand as the ideal solution provider.
If you’re wondering how to get started with writing a good tech blog, a few tips and tricks can help you consistently produce high-quality SaaS content that keeps your customers engaged and loyal to your brand over time.
Why is it so important to make sure your content is absolutely top-notch? Well, for starters, if you can't write high-quality SaaS content, people might browse through your website and leave unconvinced about the benefits of your products and services.
Your content writing team should be able to tell the story behind your company and its offerings in a way that speaks directly to your target audience and gets them excited about what they're going to get from working with you. This is the basis of a successful SaaS content marketing strategy.
Every high-quality piece of SaaS content includes a few specific features. Here’s how you can make sure your content strikes just the right tone with the right audience.
Here's what we're covering for you:
Writing with your ideal customers in mind
At the start of your bold journey as a tech content marketer, you might want to reach out to everyone in the market — after all, you’re just trying to help people with your product, right?
The reality is a bit more counterintuitive than that: the more you try to “spray and pray” everyone with your content in the hopes of making a sale, the more confusing and inconsistent your brand voice and tone will come across. As a result, your content won’t reach out to those who might benefit best from your SaaS product and might actually be interested in a purchase.
Our advice: don’t try to reach everyone with your marketing efforts. Begin with your ideal customer in mind: the best way to do this is by creating buyer personas and writing specific pieces of content for each.
This means that you'll be able to make more relevant and engaging content than you would if you were just writing general blog posts or emails. Building an in-depth, individualised persona can also help you identify all their problems and challenges, how you can help them, and what the tone of voice of your content should be. This is your first step towards building brand expertise and trustworthiness over time.
Balancing product features with benefits
Your SaaS product might genuinely have the best features and still not convert.
This might be because you haven’t found the right balance of features and benefits to market your product just right. Unless you’ve defined your ideal customer in detail, you’ll find that this marketing balance meets different customer needs at different times.
B2B clients, for example, might genuinely be more interested in how your product might help them uphold data protection standards or save money from improved productivity — i.e., product features. You do have to stand out from the competition somehow, especially when it comes to convincing these clients to invest in the Business or Enterprise versions of your SaaS products.
On the other hand, B2C clients might be more interested in the end-term goal of buying your product — whether that’s a longer lunch break, finishing their tasks before schedule or just fewer emails to bog down their productivity. Since B2C sales cycles tend to be a lot shorter, your content can focus more on the less tangible benefits of your products to convince such clients to make a purchase.
Writing for people first, search engines second
Content searchability is an essential factor when writing high-quality SaaS content. After all, it’s more likely the case that your ideal customers are typing in their problems on Google to figure out the best solution (which could hopefully be a helpful, informational article from your tech blog).
Over-optimising for search engines is a common habit among overenthusiastic marketing teams: they forget that it’s a person who’s Googling for a search query in the first place. This might just backfire on your efforts, since Google’s now more likely to penalise your site for keyword stuffing, thin or duplicate content or even unnatural sounding language.
Optimising your content, so it ranks well on search engines is a significant step, but people are going to be buying your products — not search engines (or so we hope). The best SaaS content:
- Genuinely brings value to customers by answering all of their questions and doubts.
- Positions you as an approachable expert in your niche whose products are meant to help people.
- Covers different topics sufficiently in depth so that it can best educate customers.
- Is written for people first, search engines after.
What makes great SaaS content marketing?
Content marketing for tech companies begins with defining your ideal customers, finding your right marketing mix of product features and benefits, and writing for people first, search engines after. This can help you increase sales conversions, decrease churn rates, and bring in new customers.
An increasing number of tech and SaaS companies are hiring technical content writers to bring their products to life, connect with customers and drive long-term revenue. Many have even chosen to outsource their content writing to us at Say it right: they understand the value of great content as a foundation for successful SaaS content marketing, know that they need experts to produce it for them, and find us the best fit for writing informative, revenue-driving long-form content for their websites and blogs.
High-quality SaaS content writing is no easy task: you’ve got to ensure a solid base of educational blog posts, articles, case studies and web pages, as well as promote them consistently. For promoting your SaaS products, we recommend having a well-balanced mix of:
- Short-form content to attract customers and build awareness of your product and what it does.
- Long-form content to keep them engaged and educate them about how your product can help them.
- Specialised long-form content to encourage them to take the final step towards making a purchase — particularly content that draws on social proof of your product’s benefits.
Put together, this can be a daunting task for the under-resourced marketing manager or company founder — but that's why it's so important to get it right. The more you invest in creating great SaaS content for your marketing efforts, the better the return on investment and long-term revenue you’ll see over time.
If you think you might need an extra pair of hands for your high-quality SaaS content writing needs, we’d be happy to get in touch to see if we could work together. Your products deserve no less than the very best. Drop a mail to email@example.com to get started.