Did you know that businesses with blogs generate 67% [1] more monthly leads than those without?
But how do you get from traffic to engaged readers who happily return to your website and sign up for your product?
SaaS content writing is more than just filling up a blog post with words.
You have to develop a specific POV, address the pain points of your ideal client profiles, provide actionable solutions, and do all that with SEO in mind.
You also have to structure and categorize your blog content for user experience and indexability.
Only then can you see the true impact of content writing on important SaaS growth metrics such as ARR, reduced churn rate, and better engagement rates.
To ensure your SaaS content performs optimally and converts, working with a specialized SaaS copywriting agency can make all the difference. Our SaaS copywriting experts know how to craft compelling, SEO-optimized content that resonates with your audience.
In this blog, we cover everything—the impact of SaaS content writing on business growth, ideas for both B2C and B2B SaaS content, and strategies to help you craft content that converts.
How Does SaaS Content Writing Impact Business Growth?
Why do some businesses produce engaging content that drives signups while others fall short of seeing these amazing results?
Because they don’t set specific and measurable goals for SaaS content writing, and they publish content without a strategy behind it.
If you avoid these mistakes, your content efforts can influence:
Monthly Recurring Revenue (MRR)
Effective SaaS content writing can directly impact your MRR by attracting new customers and upselling to existing ones. Take HubSpot, for example. Their comprehensive blog covers a wide range of B2B SaaS startup marketing, sales, and service topics, attracting more than 16 million monthly traffic to their website.
While we don’t know their SaaS conversion rate, even if it’s only 0.1%, that’s 16000 new customers every month!
How do they do it?
By addressing specific pain points and offering actionable solutions, they educate readers on the benefits of their product’s features and consequently increase their MRR.
Churn Rate
If you think that content only helps with attracting new customers, you’re wrong.
High-quality content also engages existing customers and reduces churn by keeping your customers engaged and informed.
For instance, Intercom uses a content-rich approach to educate users about their product features and best practices through blog posts.
Existing users will read the blog and learn how to get more value out of your product. And when they do, your customer loyalty will jump up by 20%. [2]
Engagement Rates
High engagement rates are a sign of successful content. And you can check your current engagement rate and even better, average engagement time per session for all of your content. All you have to do is go to your Google Analytics 4 property, click on Reports in the left menu, then Landing Pages, and you’ll see engagement metrics.
Does your content satisfy the reader’s needs? If it does, you measure average engagement time in minutes, not seconds.
Read our guide to B2B SaaS metrics to stay on top of your KPIs.
Content Writing for SaaS: Top 5 Tips & Strategies
You can’t just mindlessly come up with topics and publish blog posts on everything and anything.
The content you publish has to be relevant and solve the real problem of your ideal client. It also has to solve a problem closely related to your product, or the traffic you get from it won’t produce tangible results.
The solution to that is to follow a SaaS content writing process and strategies we’ve described below that are proven to work in 2024.
Start with Keyword Research
Understanding what your audience is searching for is the first and most important step.
Don’t play the guessing game here. Instead, use these resources:
- Keyword research tools
- Information from your sales and customer support teams
Tools like Ahrefs, Semrush, and Google Keyword Planner will help you find keywords that are relevant to both your target audience and your product.
These tools allow you to enter a seed keyword related to your product or service and provide you with a list of relevant keywords along with their search volumes and difficulty levels.
For Ahrefs, you have to go to Keyword Explorer, enter a seed keyword and review their keyword suggestions.
For example, if your SaaS product is a project management tool, start with “project management” and explore related keywords like “project management software,” “best project management tools,” and “project management tips.”
When it comes to Semrush, they have an awesome Keyword Magic Tool that allows you to discover related keywords and phrases in a similar manner. Plus, Semrush can also help you create keyword strategies and clusters that will give you topics for months in advance.
Don’t forget to analyze their search volumes and trends to identify which keywords are most relevant to your audience.
Another important aspect you have to cover is Keyword Intent. It’s important because if you miss the intent users have when searching for that phrase, it’s highly unlikely users will click on your content, and Google will punish you with low rankings.
There are three main keyword intents:
- Informational Intent: These keywords are used by users seeking information. For example, “how to manage projects” or “project management tips.”
- Navigational Intent: These keywords are used by users looking for a specific website or page. For example, “Trello login” or “Asana dashboard.”
- Transactional Intent: These keywords are used by users ready to make a purchase or take a specific action. For example, “buy project management software” or “best project management tools 2024.”
Now that you’ve got the basics covered, it’s time to create content with mix of keywords. Use a combination of short-tail and long-tail keywords, as well as keywords of both educational and transactional intent, to cover the entire SaaS customer journey map.
- Short-Tail Keywords: Broad terms like “project management” attract a general audience and have high search volumes.
- Long-Tail Keywords: Specific terms or long-tail keywords like “best project management software for small teams” or “how to improve project management efficiency” attract specific users with high chances of converting.
Example
Let’s take the example of Buffer, a social media management tool. Understanding the intent behind these keywords, Buffer creates content that addresses various stages of the customer journey.
For informational intent, they write blog posts like “7+ Free Social Media Calendar Templates to Help You Plan Your Content”
For transactional intent, they craft posts like“20+ Social Media Management Tools for Creators + Businesses of All Sizes”
Nail On-Page SEO
Before you start writing, you have to get familiar with on-page SEO. It’s easier to write SEO content from scratch than to try and optimize various elements later.
But what are the elements of on-page SEO specifically important for B2B SaaS content writing and how do you nail them all?
Meta Descriptions and Title Tags
Meta descriptions and title tags are the first elements users see in search engine results. If you want to rank, they have to include your primary keyword, and if possible, include it at the beginning.
However, if you want users to click on your result and Google to reward you with top positions, you also need to write highly engaging title tags and meta descriptions.
Some ground rules are:
- Meta Descriptions: Write concise meta descriptions (150-160 characters) that accurately describe the content and include a call to action. For instance, “Discover the best project management tips to enhance your team’s productivity. Learn more now!”
- Title Tags: Create title tags (50-60 characters) that are both engaging and keyword-rich. For example, “Top 10 Project Management Tips for 2024.”
Structure Your Content with Headings
Headings (H1, H2, H3) help break up your content and make it easier to read.
Since headings are basically HTML code, which Google crawlers understand really well, they also guide search engines in understanding the structure of your content.
Your headings should always have a logical and hierarchical structure. That’s why you should only include one H1 heading for the main title of your post. Don’t forget to include your primary keyword!
Example: “Top Project Management Tips for Boosting Productivity”
Use H2 tags for main sections and H3 tags for subsections. Incorporate primary and secondary keywords where relevant.
Example: H2 – “Essential Project Management Techniques”
Example: H3 – “Using Agile Methodology for Better Results”
| Read our SEO blog article writing guide for more actionable tips. |
Categorize Your Content
Organize your content into relevant categories and tags to improve navigation and SaaS SEO strategies.
Broadly group-related content to help users and search engines understand the main topics of your blog.
Example: Categories like “Project Management,” “Team Collaboration,” and “Productivity Tips.”
Optimize Images
You should definitely use images to improve your content and break down the text, but you also have to make sure they’re optimized for search engines. Specifically, you don’t want them to slow down your website, as this will result in lower rankings.
The best image format for SEO is WebP, as it compresses the image without losing quality.
Besides image size, there are also other elements you need to take care of.
- File Names
Use descriptive, keyword-rich file names for your images. Don’t use generic names such as image-1.webp. Instead, rename your images with descriptive file names such as “project-management-tips-2024.webp”
- Alt Text
Write alt text that describes the image and includes relevant keywords. For example, “Infographic showing project management tips for remote teams.”
Write Compelling Introductions
The introduction is your chance to hook the reader. Start with a statistic, question, or bold statement that piques interest. Make sure the introduction clearly states what the reader will learn or gain from the content.
For example, “Did you know that businesses with effective project management practices are 30% more successful in meeting their objectives? In this article, we’ll explore the top project management tips to boost your team’s productivity and efficiency.”
Focus on Each Section of Your Blog
Each section of your blog has to add value to the reader. Use clear, concise language and include actionable insights.
- Break down the content into digestible sections with headings and subheadings.
For example: “Key Project Management Techniques,” “Top Tools for Project Management,” and “Common Mistakes to Avoid.”
- Provide practical advice and tips that readers can apply immediately.
For example: “Implementing Agile Methodology,” “Using Project Management Software Effectively.”
- Integrate your product into the narrative by showing how it solves specific problems or improves workflows.
For example, “With our project management software, you can improve your workflow and team collaboration through features like task tracking and real-time updates.”
Additionally, you can share real-world examples of how customers have successfully used your product.
And if you’re hungry for more insights into SEO content, we’ve got an amazing video series about SEO content packed with tips you can implement right away.
Write Product-Led Content
This is where most SaaS businesses fall short when it comes to content writing.
They write about broad topics, cover every angle in-depth, structure the content perfectly and nail SEO resulting in traffic.
But when you ask them whether they’re converting that traffic into leads and signups, the answer is usually no or barely.
The main culprit for that is they fail to integrate their product into the narrative and demonstrate how it tackles the issue users are reading about.
Don’t worry; you won’t appear as pushy or salesy if you carefully and pragmatically infuse your product into the content.
This approach will provide value to readers and convert those who are ready to solve their issues immediately by highlighting the practical benefits of your SaaS product.
But how should you go about product-led content writing for SaaS?
Master Highest Converting SaaS Content Formats
We’ve mentioned that SaaS content writing has the power to influence your MRR.
However, you can’t expect the blog about productivity tips and project management tools to have the same impact on MRR.
The first one will probably have a low conversion rate because readers are looking for information. The value of that blog lies in moving those readers further down your SaaS marketing funnel and converting them later on.
The second blog is one of those high-converting formats because people searching for project management tools are ready to buy.
Industry-Specific Landing Pages
Creating landing pages for specific industries effectively targets different segments of your audience.
These pages speak directly to the unique needs and challenges of each industry, increasing the chances of conversion. Plus, you also build topical authority by creating and ranking for different keywords regarding your product.
Start by researching the specific needs, pain points, and regulatory requirements of the industry you are targeting.
Highlight the features of your product that are most relevant to the industry. For instance, if you are targeting the healthcare industry, emphasize features related to compliance, patient confidentiality, and efficient team coordination.
For example, a project management SaaS might create a landing page titled “Project Management for Healthcare.” This page could highlight features like secure data management, compliance with healthcare regulations, and tools for coordinating large, distributed teams. Similarly, a page for financial services could emphasize features like secure client communication, risk management tools, and integration with financial software.
Feature-Specific Landing Pages
Feature-specific landing pages focus on particular aspects of your product, providing detailed information and benefits. These pages attract users who are specifically interested in certain functionalities of your product.
To create feature-specific landing pages, begin by identifying which features of your product are most attractive or frequently used by your customers.
Focus on one key feature per landing page to keep the message clear and targeted. Detail how this feature solves specific problems or improves workflows. Using visuals such as screenshots, diagrams, or videos can visually demonstrate how the feature works.
Additionally, providing use cases offers examples of how different types of users can benefit from the feature, helping potential customers see the practical application in their own work.
For example, a landing page focused on the time-tracking feature of your project management tool might be titled “Track Time Efficiently with Our Advanced Time Management Tools.”
This page could showcase how the feature helps teams manage their hours more effectively, improve productivity, and improve billing processes. Use visuals to show the time-tracking interface and provide a demo video to illustrate its ease of use.
Listicles
Listicles are popular because they provide information in an easily digestible format, increasing engagement and shareability.
Listicles, such as “The Best X Software for Y Industry” and “X Tool Alternatives,” are particularly effective for SaaS content because they put your product under a spotlight.
What happens when you create a great listicle?
It ranks high on Google and other search engines and attracts a lot of qualified traffic. When the reader comes to your blog and starts reading it, they usually skim the whole piece and read in-depth reviews of 1-5 tools.
That’s why you need to put your product first, as this increases your chances of converting readers into free trials and signups.
Creating listicles that focus on the best software for specific industries helps target niche audiences and address their unique needs. These articles rank well in search engines because they match search queries from users looking for tailored solutions.
But how to make sure your listicles rank?
- Start by researching the top software solutions in the specific industry. Choose those with the best reviews, features, and user feedback.
- For each software, provide a brief overview of its features, benefits, reviews, case studies, pricing and unique selling points. Include screenshots or videos to give readers a visual understanding of the software.
- Compare the software options based on key criteria relevant to the industry, such as ease of use, pricing, customer support, and specific features. Rank them to help readers make an informed decision.
For example, a listicle titled “The Best Project Management Software for Marketing Agencies” could include tools like Trello, Asana, and Monday.com. Each entry would detail how the software helps manage marketing projects, track tasks, and improve team collaboration, providing marketing professionals with valuable insights into the best tools for their needs.
Pro tip: You can also earn a commission if you use SaaS affiliate marketing for non-competing tools by signing up for their affiliate program and promoting them in your listicles.
Speak Directly to the Readers
Speaking directly to your readers makes your content more relatable and effective.
They don’t feel like you’re talking to a stadium but like you’re engaging in one-on-one conversation with them.
Writing in the second person (“you”) creates a personal connection with your readers. Throughout your content, address the reader as “you.” This approach is more engaging than using third-person language, which feels detached.
For example, instead of writing, “Users can benefit from this feature,” write, “You can benefit from this feature.”
Avoid overly technical jargon unless necessary, and aim to write as if you are having a conversation with the reader.
Pro tip: Don’t be afraid to include contractions (like “you’re” instead of “you are”) to make your writing sound more natural.
Stories are memorable and can help readers relate to the content. Using real-world scenarios and examples helps illustrate your points and make your content more compelling.
For example, “When Jane, a project manager at a growing startup, started using our tool, she was able to reduce her team’s project completion time by 20%. Here’s how she did it…”
Top 5 Tools for SaaS Content Writing
| Keyword Research Tools | Ahrefs & Semrush | Keyword research tools help you identify relevant keywords and understand search intent. |
| Content Optimization Tools | SurferSEO | These tools help you with on-page SEO to make sure your content ranks well in search engine results and attracts organic traffic. |
| Writing and Editing Tools | Grammarly & Hemingway Editor | To maintain a high standard of writing, these tools help with grammar, style, and readability. |
| Visual Content Creation Tools | Canva & Loom | Tools for creating images, infographics and videos help you break down the text and make it more engaging. |
| Analytics and Reporting Tools | Google Analytics & Hotjar | Help you find areas for improvement by giving detailed reports on your content’s performance. |
Conclusion
By understanding the importance of keyword research, nailing on-page SEO, writing product-led content, and mastering high-converting formats like industry-specific landing pages, feature-specific landing pages, and listicles, you will gain an immense advantage over your competitors.
It’s hard enough to nail even one of these aspects, but when you cover them all – SaaS content writing will not only give you engagement, but conversions as well.
But do you know who ticks all the boxes from above?
NUOPTIMA SaaS content marketing agency that creates high-quality, optimized content that resonates with your audience and drives conversions.
We’ve successfully implemented these strategies for dozens of SaaS businesses like yours, so give us a call and we’ll give you free audit and actionable tips right there and then. Our SaaS client, Kolleno, recently hit 874 first-page keywords with our SaaS content marketing services. And the best thing about it?
We can achieve similar or better results for you, too!
FAQ
To get into SaaS writing, start by understanding the SaaS industry, familiarize yourself with key products and trends, and build a portfolio showcasing your ability to write engaging, technical content for SaaS companies.
In writing, SaaS (Software as a Service) refers to creating content that promotes, explains, and markets software products delivered over the Internet as a service.
SaaS copywriting involves crafting persuasive, informative content aimed at converting prospects into customers for SaaS products, often focusing on features, benefits, and solutions to customer pain points.
To create content for SaaS, conduct thorough keyword research, optimize for SEO, focus on product-led content, use high-converting formats like industry-specific and feature-specific landing pages, and write in a conversational tone to engage readers.
