A growing number of tech and SaaS companies around the world are investing in content marketing — and for 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.
And if you’re wondering how to get started with writing a good tech blog, keep reading. Turn out, you need just a few tips and tricks to consistently produce the type of 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 treat your SaaS content like an afterthought, people might leave your site unconvinced about your product or service benefits
- if your content team can write in a way that speaks directly to your audience, you can get them a lot more excited about what you're offering
Put together, 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:
Writing with your ideal customers in mind
At the start of your 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: a “spray and pray” approach with your content actually makes your brand voice and tone sound more confusing and inconsistent. And this can turn off those ideal customers who might benefit best from your SaaS product and might actually want to buy.
Our advice: don’t try to reach everyone with your marketing efforts. But rather, start with your ideal customer in mind. And the best way to do this is by writing specific content for specific buyer personas:
- This means more relevant and engaging content than just writing general blog posts or emails.
- An in-depth, individualised persona also helps 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. And this might simply be because you haven’t found the right balance of features and benefits to market your product just right.
So 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 features stand out from the rest. So, for example, how your software upholds data protection standards or saves money from improved productivity.
Emphasizing what makes your brand different comes in handy 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. That's how they might feel after switching to an upgraded version — stress-free, productive, or just more organized in general.
Writing for people first, search engines second
High-quality SaaS content is searchable. 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 article from your tech blog).
But when you over-optimise for search engines, this might just backfire on your efforts. Google’s now also 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 goes a long way. But in the end, it's still people who are going to be buying your products — not search engines (or so we hope).
So, 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.
Put together, this means increased sales conversions, decreased churn rates, and droves of new customers. It's why some of the most successful tech and SaaS companies are hiring technical content writers to bring their products to life, connect with customers and drive long-term revenue.
Companies just like yours outsource their SaaS content writing to us at Say it right. They understand the value of great content as a foundation for successful SaaS content marketing. They also know that they need experts to produce it for them.
Because high-quality SaaS content writingis no easy task: you’ve got to ensure a solid base of blog posts, articles, case studies and web pages, as well as promote them consistently. This means:
- 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 — especially social proof of your product’s benefits.
Put together, this can be pretty daunting 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 high-quality content for your marketing efforts, the better the return on investment and long-term revenue you’ll see over time.
So if you think you might need an extra pair of hands for your SaaS content writing needs, get in touch with us. Your products deserve no less than the very best. Drop a mail to firstname.lastname@example.org to get started.