Originally published December 6, 2022 , updated on July 16, 2024

Content is a buzzword in marketing, and for good reason. Research shows that 70% of users prefer reading an article about a brand rather than seeing an advertisement. It’s no surprise then that businesses generate three times more leads through content marketing than traditional marketing. This is an important fact for SaaS companies that have subscription-based services and rely on getting new subscribers to grow their business. 

However, with great marketing power comes a great many opinions on what works and what doesn’t. Digital marketing is filled with acronyms, strategies, and best practices. For a growing or even established SaaS company, it can evidently be tricky to decide how to approach B2B copywriting with limited time and money. 

In this article, we’ll break down the role and benefits of content writing for a SaaS company. We’ll also discuss effective ways in which companies can harness the value of copywriting by using a SaaS SEO copywriter. 

Why Are Subscriptions Important for SaaS Services?

Software businesses may have subscription-based services for several reasons. One such reason is that a SaaS model means more people are likely to try a new service if they have to pay a small amount every month rather than a large amount all at once. This can lead to more revenue, higher customer lifetime values (CLVs), and sustainable growth for the company. Billing customers on a recurring basis also helps businesses predict their revenue and scale up faster. 

However, businesses can only unlock these benefits if they can keep their customers. Gaining new subscriptions is critical for generating income, and renewed subscription ensures continued business. Without both, software businesses are, unfortunately, destined to fail. So, modern SaaS companies need to be good at software technology and customer engagement. Companies can engage potential and existing customers with the help of professional SaaS content writers. 

How Does Content Marketing Benefit SaaS Companies?

1. Attracts Quality Leads:

Compelling copy can grab the attention of potential subscribers. It can come in the form of a catchy ad slogan or an impactful social media post. The right copy can indeed better inform audiences that don’t know enough about the company’s services. SaaS copywriters also use SEO tactics to improve a company website’s search engine rankings. This helps improve organic website traffic and bring in quality leads. 

2. Guides Customer Journey:

Once a brand has captured a potential customer’s attention, content helps guide them to conversion. One effective way of converting customers is through how-to videos and podcasts, which can show audiences how a product adds value. Blogs and articles, on the other hand, can answer common questions and highlight product features. And persuasive call-to-actions (CTAs) can eventually influence audiences to subscribe to the service. SaaS SEO copywriters can introduce relevant copy at strategic points in the customer journey to effectively nudge customers through the marketing funnel.   

3. Builds Trust and Reputation: 

Content marketing is a tool that gets more effective with time. When a company consistently publishes valuable information, customers begin to rely on them to answer their questions. Over time, customers see the company as a helpful resource. They also become more likely to recommend the company to other people. This helps the company build a credible reputation and position itself as a thought leader. SaaS businesses can take advantage of a content writing company and their team of SEO copywriters to build better brand awareness and reputation. 

How Can Software Companies Effectively Harness Content?

1. Develop an Omnichannel Content Strategy

To make the most of content writing, a SaaS company would need an omnichannel strategy. This refers to using multiple platforms and channels to reach the target audience. But it isn’t enough to simply share newsletters, blogs, and social media. There needs to be a seamless integration of the content mix so that it delivers a cohesive, impactful message. SaaS SEO copywriters are trained in a variety of marketing formats, making them a useful asset when executing an omnichannel strategy. 

2. Share Educational Resources

Investing in technical content writing can help a SaaS company educate its customers. They can hire a SaaS SEO copywriter to craft engaging case studies, ebooks, and whitepapers. This can build an accessible information base and particularly position the brand as an industry thought leader. 

3. Increase Online Visibility

Making the most of copywriting certainly goes hand in hand with search engine optimisation. SEO tactics help a business’s web pages show up higher in search engine results pages (SERP). This captures more leads and improves brand visibility. SaaS SEO copywriters are experts at using on-page, off-page, and technical SEO to help brands achieve better SERP rankings. 

4. Start a Conversation

Businesses can leverage personalised content to create a conversation with their subscriber base. Emails and newsletters go directly into a potential customer’s inbox, keeping them in touch with the brand and giving them important updates. Social media is another incredible way to harness the power of content, gain quick feedback, and improve customer engagement. 

5. Keep It Consistent

Be it video marketing or articles, all strategies specifically need consistency to show exceptional results. Producing regular, original, and relevant copy helps attract and engage your target audience. Over time, this can build trust and solidify the brand’s role in their lives. 

For a SaaS company, crafting content writing that hits all these expectations can be tough – but it’s easier with the right help. A SaaS SEO copywriter can help research target audiences, build a custom marketing strategy, and execute it for maximum efficacy.  

Connect With a Top-Tier SaaS Content Writing Company

Looking to raise subscriptions and customer retention? Goodman Lantern is a SaaS content writing company with a knack for crafting high-quality, compelling copy. Having a team of experienced SaaS SEO copywriters on your side gives you access to a detailed marketing strategy tailored to your brand and also target audience. 

Reach out to us today, and we can help you figure out your next steps. 

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