If you’re marketing a SaaS application or platform, you’re likely facing competition from other similar service providers, including: 
 

• Infrastructure as a service (IaaS)
• Platform as a service (PaaS)
• Mobile backend as a service (MBaaS)
• And many, many more. As we see for ourselves, the tech landscape changes dramatically with time. 

In this kind of marketing terrain, here's the first thing you need: a baseline of organic content on your website. Simply put, it's how you position your brand as an approachable expert in your niche.

Content writing for SaaS companies helps simplify what your products do and what benefits they bring to different customers. Specifically, it can help you stand out from the competition and deeply connect with your ideal customer with your unique brand tone of voice.

 

1. It jumpstarts your SaaS content marketing strategy.

A baseline of high-quality SaaS content is your first step towards scaling your marketing efforts with time. This means writing content pieces for each stage of your customer's journey through the marketing funnel. 

Educational content like blog posts build awareness of your product and the problems it solves.
 

• Once you’ve written a decent amount of such “awareness-stage content”, you draw your customers further down the marketing funnel.
• Here's where content like case studies, product reviews, and success stories encourage them to consider your product. 
• Finally, content like free demos, trials, and consultations with your sales teams might give them a nudge to give it a try before making a purchase. 
   

In a highly competitive tech and SaaS market, your company blog and a regular content promotion strategy go a long way. Informational content pieces help customers understand why your product stands out from the rest — and what value it can bring to their lives.

 

2. It’s how you balance product features and benefits.

SaaS products come with tons of benefits: they’re (usually) easy to use, centralise your work and data on the cloud, and let you work anywhere around the world with just a device and an internet connection.

But here’s a common mistake SaaS content marketers make: they tend to overfocus on features over benefits — which doesn’t always tick with every type of customer.
 

So first things first, make sure you’re striking the right tone with the right audience at the right time to make a sale.
 

• Some customers genuinely do want to understand why your product features stand out from the rest and whether this is a good financial investment for their business.
• On the other hand, others might care more about what real-life benefits your product brings to their lives.
   

If you want to address the needs of both these customers, start with a solid base of SaaS content and promote it consistently. Your ideal customers should be able to scroll through your website and immediately get an idea of the value they gain after purchasing your product.

 

3. It’s a smart way to improve B2B conversions. 

So you’ve written a bunch of articles and whipped up a few case studies — but now you’ve got to use them wisely. Especially if you’re marketing your products to other companies.

Leveraging content like success stories, interview features, client testimonials and white paper content help accelerate B2B sales funnels. When you’ve invested in creating such helpful resources to meet the (rather demanding) needs of your B2B clients, you’re more likely to see conversions on the Premium, Business and Enterprise versions of your products.

High-quality SaaS content writing positions your products and services as solutions to customer problems. And there are some types of content that fit SaaS marketing efforts best. Let’s dive in.

SaaS content writing is a unique form of marketing. It's about helping them understand their problems and how your product can solve them. Content marketing for SaaS companies is also one of the best ways to convert B2B clients into customers.

But what does this mean for you, as a marketer? How do you write SaaS content that converts customers?

The first step is to know what works: if you've got a product that solves a problem, it stands to reason that people will want to know more about it. If you've got high-quality SaaS content written by experts who understand the industry and how to speak directly to your audience, they'll be able to find out everything they need to know in one place.

That way, they don't have to spend time searching around on different websites looking for information on how your product works or what it costs — they can just go straight through to your site and get all their questions answered right away. This makes life easier for both you and your potential clients.

Types of SaaS content writing formats

As a business owner or marketing manager, you likely wear different hats from your content writers — but that’s where your skills come in handy for building a successful SaaS content marketing strategy. Your content should explain how your product works in detail and demonstrate how it can help your readers and establish credibility.

For this, it’s got to attract, engage and intrigue your ideal customers. But what kind of content positions your products as solutions in such a competitive market?

The answer: the same that works for any product — but only if leveraged wisely, given the challenges you are likely to experience in getting clients to convert when faced with so much choice.  

Typically, short-form content tends to be less than 1000 words — and for a good reason: your customers scarcely take 8 seconds to scan through their crowded social media channels or even when Googling a query. Some types of short-form content might be: 
 

• Snippets of your longer blog posts and articles
• Press releases
• Visual content, like infographics and graphs. 
• Social media content, such as Tweets, interactive polls or quizzes. 

Short-form content firstly builds awareness and curiosity about your SaaS product. Your content writing team should find the right balance of promoting product features and benefits as briefly and engagingly as possible — but without giving too much away.

A simple formula for this could be: what your product does, who it’s meant to help, and how you can find out more about it. This content format helps entice customers to your website or blog with the promise of providing more helpful long-form content that answers their questions and helps them find a solution to their problems.

This means that in your overall content marketing strategy, short-form content is actually what you should be investing in only after you have a solid base of long-form written content on your company blog or website first. Short-form content attracts customers — you need something more substantial to keep them engaged over time.

Along with short-form attraction content, a solid base of engaging long-form written content on your website are the two drivers of successful content writing for SaaS companies.

Long-form content is, well, exactly as the name implies — content pieces usually exceeding 1000 words, up to 7000 for in-depth, comprehensive posts. This is the basis of the helpful, educational content that can thoroughly educate your customers about every detail, feature and benefit of your SaaS products and establish your brand as an expert, authority, and trustworthy investment all in one. 

When you think of “content”, you likely think of examples of long-form content first because of how well-promoted they are by the most successful tech and SaaS companies. These could be:

• Blog posts, press releases and articles you promote through your short-form content 
• Success stories, case studies and client testimonials that provide social proof of your product benefits
• Ultimate guides, white papers and original research 
• Pillar pages and topic clusters of related articles

Engaging customers usually begins with informational content. These can be blog posts and articles that help customers understand their problems and demonstrate your industry expertise.

Here’s how your content writers could describe how different SaaS product features address common challenges and what added value they provide:
 

• How time lost on wasted productivity results in financial losses for companies
• How automation software reduces manual click work and makes teams more productive 
• Why investing in strict data protection standards benefits your business
• What open source technologies are, and why every company should invest in them

Now that you’ve built interest and helped customers understand the solutions to their problems, it’s time to position your SaaS product as one such solution. Here’s how your team could structure content that provides social proof of your product’s benefits: 

• How Company A used your whiteboarding software to make for more productive, participative meetings
• Client X weighs in on the benefits of integrating your company’s time tracking tool in their daily workflow
• Why we all need to invest in green tech startups: Client testimony from one of your angel investors

When you build up a body of informational, engaging content that also shares social proof of your product’s benefits, it’s time to take customers one step further towards conversion. This is going to be your most important step yet — especially for your B2B clients.

The first step towards intriguing customers and driving conversions is to actually identify who you want to convert in the first place. The better you’ve defined your ideal customer persona, the better you’ll be able to create the key pieces of content that drive them to make a purchase.

Long-form content designed to delight customers also has the benefit of being evergreen or unlikely to need updating over time, increasing your brand’s credibility and trustworthiness over a long-term period. Any landing pages or products and services pages on your website should cover:

 

• Specific customer pain points that your SaaS product can explicitly solve. 
• Any challenges or objections to purchasing a paid version of your product. 
• Specific benefits of buying your product over similar competitors (such as a list of pros and cons). 
• The ability to deliver on any promises your SaaS product makes. 

Other key steps at this stage are product demos, trial periods and consultation calls with your product and sales teams which can encourage clients to give the paid version of your product a try. But nothing convinces clients to make a purchase better than seeing someone else use your product in action.
 

Your blog might already include examples of written content like success stories, case studies and client testimonials. Now it’s time to dive deeper into the experience your existing customers might have had with your product.

One of the best ways to get this done is through a client interview because it demonstrates the benefits of your product and allows new customers to put themselves in the shoes of a similar person they can relate to. Client interviews can prove how integrating your SaaS product into their workflows helped them, what tangible benefits they experienced through their improved productivity, why they would recommend your product and to whom they might recommend it.

Depending on your ideal customer, you can structure the format of the interview in a few specific ways: 

• If your brand has more of a B2C positioning, focus on selling the emotional experience of buying your product  — being able to enjoy a stress-free work environment or feeling truly fulfilled and productive from meaningful tasks by getting minor ones out of the way. 
• If your brand has more of a B2B positioning, focus on selling the tangible benefits of buying your product — improved data protection standards, for example, an increased ROI, or how much money clients were able to save from investing in your product. 
   

You'll know what to prioritise if you’ve defined your ideal customer. You can also always repurpose the written version of a client interview into a video or podcast series at a later stage to re-promote this content and bring in new clients, no matter your brand positioning.

At Say it right, our core specialisation is just this: we’re a team of dedicated technical content writers responsible for writing informative, engaging, long-form content specifically for tech and SaaS companies. Our client partners are leveraging content to attract, engage and intrigue prospects and turn them into loyal customers.

Creating such content can be time and resource-intensive, but finding the right pair of hands to help you with yours is the key to a successful content marketing strategy. In an increasingly competitive tech landscape, it’s not just important to invest in high-quality content but also to figure out what this content should include in the first place.

If you're wondering what high-quality SaaS content includes, we cover this in greater detail too. Get in touch with us at hello@sayitright.co if you're ready to get in touch with a team of experts who can handle the content production aspect of your SaaS content marketing journey.