Originally published June 29, 2022 , updated on July 27, 2024

Why should you use a SaaS content marketing agency offering B2B content writing services for your Software as a Service offering? How does content writing for SaaS differ from B2C and conventional B2B marketing?

Read on for answers to these questions, enabling you to understand how to get more subscriptions through content writing for SaaS.

What Is SaaS?

Software as a Service (SaaS) is a type of cloud-based software that offers the right to access and use a computer-based solution. The approach works on a licensing model to deliver the software through a centrally hosted solution on a pay-to-use basis. With this concept, the client has access to the solution in the cloud, making it accessible, scalable, and flexible.

How Does It Differ From Conventional Software and Product Offerings?

With SaaS solutions, you don’t have a tangible product or service. Instead, you offer services or solutions in the virtual realm through subscriptions. It’s not selling a product or software. Rather, you sell the right to use software applications. 

The customer doesn’t get a downloadable product or a hard copy. They’re not buying your software service either. They invest in your solution because it can help them achieve their goals or objectives faster, better, and at a fair cost.

How Does the SAAS Content Marketing Agency Approach the Process?

The same principles apply, but you’re looking for long-term investment. For this, service delivery is just as important as the solution itself. The content agency markets your brand and promise of service delivery.

With software marketing, the client still receives a returnable product, and the focus is less on brand credibility than the product.

Also, most clients are in the B2B sector, meaning your marketing approach must make provision for a longer buyer’s journey. Instead of one or two decision-makers, you deal with the chief buyer, the CEO, the accounting officer, persons promoting your solution to their managers, and a buying committee.

To pinpoint the buyer persona becomes a bit more tricky than with the average B2B and B2C marketing approaches.

Where Can You Find SAAS Applications?

Picture: https://unsplash.com/photos/-NPoYf8RGRw

You’ll find applications in human resources management for tasks like payroll management, time tracking, and QA testing. With eCommerce, you’ll find applications in business intelligence and accounting. For CRM, applications are available for budgeting, reporting, procurement, and spending.

HubSpot and SalesForce are examples of B2B SaaS offerings, while the G Suite is relevant for B2B and B2C applications.

Why Do You Need Content Writing for SAAS?

Usually, the campaign revolves around sales leads and conversions. With SaaS, the marketing focuses on building trust in the brand and helping prospective buyers understand the solution.

It’s also focused on helping the decision-maker to compare the service with other solutions, ensuring the return-on-investment (ROI) is shown. Finally, it promotes sign-up and monthly subscriptions with upgradable plans to allow for solutions scaling to meet client needs.

Customer acquisition is often the primary objective of content marketing strategies. But with SaaS, the customer retention value is crucial. With a conventional digital product, the customer buys the product and isn’t likely to purchase it again. You market more to upscale or add-on, whereas with the SaaS content marketing approach, you work with a client that subscribes monthly. They repeatedly buy the product as they have to decide month after month to keep on using it.

Your solution must keep the client happy and enable them to achieve their goals. This is also where your unique selling point lies—you provide a solution with which the client becomes familiar.

Call-To-Action for Free Trials

Since the client wants to ensure the solution fits their needs, they’ll want a trial. If the solution meets their requirements and the pricing is right, they’re likely to sign up. Your work is to educate them about the solution, keep them informed, and show how your brand makes it possible to meet their needs.

But free trials are not applicable to every situation. A free trial can cause the client procurement and on-boarding costs to become too high. In these instances, you must show prospective clients that your solution will address their pain points. You’ll need to work harder at building trust in this instance. As an alternative to free trials, you can offer:

• Videos to provide solution overviews and highlights of the best features.
• No-commitment subscription solutions, enabling clients to cancel if they don’t use the solution or downgrade their subscription plan to meet their needs.

See our service approach to help your business connect with prospective buyers and build a relationship with content tailored to your marketing needs.

B2B Writing Services Follow a Multi-Layered Marketing Approach

Although true for most content marketing strategies, the multi-layered marketing and writing approach is crucial. Quick and easy ways don’t work. You have long buyer journeys, and you have to work on visibility development, generating and nurturing leads, closing, and up-scaling the solutions.

How SAAS Content Writers Use Storytelling

Since you don’t offer a tangible product but a promise to deliver on your claims, you need a powerful story. Your B2B prospective buyers want to know who designed the solution, why, and for whom. Content writers will weave your brand story into the copy you share, be it on your ‘About Us’ site page, on social media, or through other avenues.

Content Writing for SAAS Answers the Buyer’s Pain Points

Your videos, podcasts, blog posts, and social media posts must address their pain points.

Buyers Want to Know:

• Can they implement the offering with minimal disruption of their operations?
• How can you help them transition from their current system to the new service?
• What will be the cost of implementing the solution?
• How can you protect their company and client information?
• What level of support will you offer?
• Is training available?
• What form of training will you provide?
• What is the cost of training?
• Is there a cancellation period?
• Can you guarantee the uptime and availability of the solution?
• Which processes will it enhance?
• How is your product or service better?

Role of the SaaS Content Writers

Once the SaaS content marketing agency has answered the buyers’ questions, your target audience will want to hear more about the solution features.

SaaS content writers understand your buyers and write posts, articles, and emails in a language your audience understands. They focus on answering the buyer’s questions, telling your brand story, and building trust. Once the SaaS content writers have gone through the journey with the buyer, they craft the copy that converts leads into subscriptions, sign-ups, trials, and demonstrations.

They aim not to sell but to inform, educate, and build trust. They lay the foundation for the final closing, making it easier for your sales team to engage and close.

Can You See Why B2B Content Writing Services Focus on the Journey?

It takes a dedicated SaaS content writing agency to develop a strategy to meet your particular marketing needs. You want writers who understand the complexities of the B2B SaaS target audience and offer you trusted methods and channels to reach them, build the trust, and provide the information your audience requires.

Where to Find Content Writing Services for SAAS to Meet Your Marketing Needs

Partner with an agency that specialises in B2B writing services to create and execute a strategy to meet your marketing needs. Schedule a no-obligation writing trial with Goodman Lantern to see if our agency and writers are a good fit for your company.

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