Writing content for SaaS products or services isn’t as simple as discussing certain tool features or software benefits. Ideally, you need to connect with your target audience, encourage them to try out your product and build brand authority by proving yourself as an industry expert.

SaaS content writing helps businesses educate and engage prospective customers so they can make quicker, informed purchase decisions. You can use it to show your customers how your product works, communicate the benefits it offers, teach them how to use the software, and explain how they can get the most out of it.

Writing high-quality content about your SaaS products is one of the best ways to do this. Customers can get a pretty good idea of what to expect before they decide to sign up for a free trial or buy a license.

In this article, we’ll go over everything you need to know about SaaS content writing, the different types of SaaS content writing, and some tips to help you enhance SaaS content writing strategies for your business.

What is SaaS content writing?

In a nutshell, SaaS content writing is the development and creation process of content that’s designed for SaaS companies to attract prospective customers.

For instance, you can create blog posts, how-to articles, step-by-step tutorials, and guides to show prospective customers how your SaaS product can help fix their most common pain points. Or you might write comparison pieces explaining how your software stacks up against competitors by highlighting key features and unique selling points. You might even publish a few case studies to demonstrate how your software product was useful to customers with similar needs.

It’s also important to understand that SaaS content writing is different from other content types due to the main purpose of the content.

SaaS content writing can help generate high-quality leads and convert them into successful sales over some time. On the other hand, ordinary content writing is designed to either educate, entertain, or inform users about specific topics or new updates within an industry. This is a crucial difference to bear in mind when you’re writing SaaS content pieces for your business website.

Benefits of content writing for SaaS

Here we’re going to take a closer look at some of the major benefits of investing in SaaS content writing:

Reason #1: SaaS content writing helps you boost brand awareness

SaaS content writing is a viable long-term marketing strategy for improving product and brand visibility. Publishing relevant content that helps customers see how the product works and the benefits it offers can help increase brand awareness and attract qualified leads to your business website.

High-quality SaaS content also boosts your site’s ranking in user’s search engine results. This means prospective customers can quickly find your product or brand when they search for related solutions.

Reason #2: SaaS content writing helps you build brand authority

The great thing about SaaS content writing is that it helps you present yourself as an industry expert. You’re regularly publishing informative and helpful content that readers can use to solve the problems they’re facing which makes your brand look more professional and builds customer trust.

You can publish blog posts, case studies, guides, and whitepapers to demonstrate your expertise, address common pain points, and provide valuable solutions. This helps you earn the trust of industry peers as well as potential customers and, ultimately, build long-lasting relationships with your target audience.

Reason #3: SaaS content writing can help you increase ROI

Once you start publishing high-quality SaaS content on your site, it can help bring in more site visitors and qualified leads for your business. SaaS content writing plays a direct and pivotal role in helping businesses maximize ROI. It helps you optimize various key metrics that contribute directly to revenue generation including increasing traffic to your site, reaching a wider audience, and enhancing brand visibility.

Think of it this way: if your SaaS website has a lot of high-quality content on a single topic, you’ll likely attract people searching for the sort of solutions your product or service offers.

You can publish blog posts, ebooks, infographics, and social media content to establish credibility and trust with your target audience. With the right content presented at the right time, you’ll have an easy time nurturing prospects and encouraging them to buy your SaaS product.

5 types of SaaS content writing

Next, let’s take a look at some of the most common types of SaaS content pieces you can write for your business site:

#1: Tutorials and guides

Tutorials, how-to’s, and guides are some of the most effective types of SaaS content pieces that help your target audience better understand how your SaaS product or service can help fix their problems.

A tutorial is a step-by-step blog post on how your SaaS product or software can be used to fix common problems people face. For instance, if you sell a product customizer plugin as a SaaS product, creating an in-depth guide on the topic “How to start a personalized gift business?” will resonate well with your B2B audience.

A solid guide often starts by outlining the problem it aims to solve so it resonates with your prospective customers. It can discuss the problem in detail and then show how the SaaS product can help fix the problem in the most efficient way possible.

It’s essentially a way to address the pain points of your customers and offer them an easy solution at the end i.e. by using the SaaS product you’re selling. You guide them through the whole process and showcase how easy it is for them to follow through so they can fix their problem by using your product. Additionally, you should use screenshots or add video snippets of how your SaaS product or software works to ensure readers can easily follow through with the steps required to complete the tutorial.

#2: Comparisons

Comparisons make for excellent SaaS content writing pieces. They’re meant to showcase how your SaaS product or service differs from competitors your target audience might be considering. It’s an effective way to highlight the unique qualities or features of your SaaS product and position it as a viable solution to the problems prospective customers might be facing.

Comparison articles help prospects better understand how your SaaS product is different from competitors. For instance, you can compare your SaaS product’s features with your competitor’s offerings to explain to your readers why they should choose your product. They also play an important role in helping your customers make informed purchase decisions.

While you don’t want to blatantly say that your product is the best out of the two, you can showcase how each one works and let your readers decide for themselves. Making false claims about your SaaS product or other competitors can result in a bad brand impression and ultimately lead to a loss of customer trust.

#3: Case studies

Case studies are SaaS content pieces that show how your SaaS product or service helped customers solve their problems or achieve their goals. For instance, you can create case studies of the success stories of businesses that have used your SaaS product to help expand and grow their business.

Case studies help you showcase real-life results and stories of how your SaaS product can help achieve specific goals and fix problems for customers with similar needs. This kind of content is relatable to your target audience and encourages them to commit to the purchase.

#4: Roundups and listicles

Roundups are a way of listing many items in a blog post that offer a similar or related solution. These items can include a list of the top SaaS products in your industry, a list of the best tips and suggestions for achieving a goal, or a list of compelling reasons why your SaaS product is worth a try.

For instance, you can create a roundup on the topic “The best SaaS products for startups in 2024” and include yours in the list. Similarly, you can create a listicle on a topic like “Best tips to start your online store business” and include the main feature your SaaS product offers as one of the tips to increase visibility.

Checklists not only let you simplify more in-depth topics but are a great way to provide lots of information to your readers in a single place. It helps improve brand authority while helping your site rank higher in search engine results, ultimately leading to more site traffic.

#5: Statistics

Statistics posts are similar to roundups but they provide a list of numbers or figures within an industry. For instance, you can create statistics posts on how using SaaS products similar to yours boosts sales or increases productivity. You can highlight the usefulness of your SaaS product by leveraging known statistics within any industry.

Since savvy businesses are known to make data-driven decisions, using statistics to add more value to your SaaS content is a great way to drive traffic and increase sales. In addition to this, statistics posts can also help you build backlinks which helps boost your brand’s reach and improves brand visibility.

Tips to enhance content writing for SaaS

Content writing for SaaS products can be difficult as there are many factors you need to focus on such as topic research, keyword optimization, target audience, as well as creating high-quality content.

Let’s quickly go over some useful tips that can help you write better content for SaaS products or services:

Understand your target audience

If you want to create and publish relevant content, you first need to understand who your readers or target audience are. This is why it’s important to research the people you’re writing for and want to encourage to try out your SaaS product or service.

When researching your target audience, it’s helpful to create buyer persons or buyer segments to better understand what kind of problems your prospective customers may have. This way, you can offer targeted solutions to each audience segment that has the most chance of buying your SaaS product.

For instance, you can create how-to guides for helping Audience Segment A fix a common problem using your SaaS product or service. Creating specific or targeted solutions for your audience segment can help generate high-quality leads for you that have a high chance of converting into sales later down the road.

Research keywords

Researching keywords is a fundamental step for optimizing SEO and making sure your site appears higher in search engine results. However, you can also leverage it for writing better SaaS content.

You can use keyword research to discover and identify new, trending topics that your target audience is actively searching for. This way, you can create in-demand content for your target audience. Creating and publishing high-quality SaaS content can help boost organic traffic to your site and ultimately increase leads for your business.

Add links

There are two ways you can add links to content pieces for SaaS products or services:

First, you can add internal links to your own blog posts or other articles to provide an optimized user experience. This not only improves navigation but also helps boost content visibility on your site. Link to related articles organically from the blog post so customers can learn more about a specific feature or benefit if they’d like to.

Second, add links to other sites or blog pages that provide helpful information to the reader. For instance, link to credible studies if you’re listing statistics or to reputable websites recognized as industry authorities on the subject.

Create easily digestible content

Even if your SaaS content is high-quality, informative, and relevant, some readers won’t fully read it if it’s not easily digestible or scannable. This essentially means that if readers have to spend a lot of effort reading through your content, there’s a high chance they’ll bounce off your blog site.

This is why it’s important to structure your SaaS content in a way that’s easily digestible for your target audience. For instance, you can use headings to highlight different sections of your article, use bullet points where appropriate, and write smaller paragraphs to make your content easier to read.

Conclusion

SaaS content writing can help businesses grow their organic reach, generate high-quality leads, build brand authority, and boost the conversion rate.

Content writing for SaaS products and services is very different from regular content writing as it’s goal is to nurture high-quality leads and convert them into paying customers. It’s designed to help attract qualified leads and show them how your SaaS product or service can (a) help fix their problems, (b) achieve their goals, and (c) provide a good return on investment.

Do you have any questions about SaaS content writing? Which types of SaaS content do you think would resonate best with your audience? Let us know in the comment box below.