Originally published March 21, 2023 , updated on July 10, 2024

Content marketing is crucial for software-as-a-service (SaaS) businesses. Educating customers about your brand and the features and benefits of your service is one of the best ways to encourage them to sign up. Generally, business-to-business (B2B) customers want to do more research before signing up for a monthly subscription service. They need to be confident that your service delivers real value to their business and they see a return on their investment. Saas content writing services help you demonstrate this value to potential customers.

Although other strategies have their role to play, content should be at the heart of your marketing campaign. Unfortunately, many SaaS businesses fail to prioritise it because they don’t recognise the benefits or know how to implement it.

Let’s discuss why you need a strong brand publishing strategy and how you can implement it. 

Why Are SaaS Content Writers So Valuable? 

All SaaS businesses need a multi-faceted marketing campaign to generate new leads and encourage them that your service is right for them. Paid ads have their place in this process, primarily for generating new leads. 

When customers are at the start of their journey, looking for a service provider, ads can help get them onto your site in the first place. But companies do their due diligence before purchasing a service. That’s where B2B SaaS writers come in.

Your strategy must focus on potential customers’ pain points and how your product solves those problems. Most importantly, you must demonstrate how your service differs from the competition and why it’s worth the money.

A good SaaS content marketing strategy also strengthens your brand by demonstrating that you are an industry leader. The HubSpot website is a prime example of strengthening your brand by educating customers. They create a range of articles, split into distinct categories so readers can easily find specific information about the solutions they need. Not only does this give customers more useful information, but it also allows HubSpot to target information more effectively and increase conversions.

Good SaaS content writing services help you support existing customers and improve retention too. You may create pieces explaining specific features of your software or common problems people encounter. Doing this can build long-term relationships with customers and keep them subscribed.

Ultimately, good writers help you build brand awareness, generate new leads, and establish a loyal customer base. While paid ads can help you generate new leads, you need a well-developed brand publishing strategy to take you the rest of the way.

How to Implement Your SaaS Content Marketing Strategy

There are some key elements that B2B SaaS writers need to get right. If you’re implementing your own strategy, keep these tips in mind.

1. Focus on the Customer

How do you convince a potential customer that your software is better than the competitors? Do you outline all of the features and bombard them with technical information? No, that’s the easiest way to get somebody to switch off. They may want that information later, but you need an initial hook first. You have to explain why they should care about your product.

Your focus should always be on the customer and their problems. When generating ideas for new blogs, think about the common issues customers have and why they use your software. Lead with this and build a narrative around their pain points. Then, explain how the software will make life easier for them. It’s less important to include lots of specifications, especially at the beginning of the customer journey.

When you work with professional SaaS content writing services, they will conduct research and get to know your customers, so they can understand their biggest problems and how you solve them.

2. Show How Your Software Is Used

Visual content helps with engagement and is particularly important as part of your strategy. Don’t just tell customers how your software solves their problems – show them. You can use GIFs, screenshots, videos, and interactive product tours to make topics more engaging. It also demonstrates the features and benefits more clearly than text.

Successful B2B SaaS writers know how to create multimedia articles incorporating these visual elements.

3. Use Varied Formats

Look at successful strategies like HubSpot’s, and you’ll notice that they have lots of variation. Different formats meet different customer needs, and they’re all important. 

Blog articles with a strong narrative about customer pain points are excellent for generating leads. However, customers further along in their journey may prefer a how-to guide with lots of screenshots and videos. You can even use podcasts and long videos to provide more detail about product features.

Consider what the purpose of each format is, too. For example, blog posts and news articles are good for establishing your brand. How-to guides or videos are more persuasive and sales-focused.

Professional SaaS content writing services have experience with a range of media types. These Saas content writers can help you create a comprehensive package that meets different customer needs.

4. Categorise Everything

Categorising everything makes life easier for users. There are several ways you can split things up. You can create categories for different types of posts (blog posts, how-to guides, videos). Alternatively, you can have categories for different areas. 

HubSpot combines these two elements. So, under the blog tab, you have sections for marketing, sales, website, etc. This makes it simple for people to find relevant information. Making life easier for customers increases the value you provide and establishes trust. Having a wide range of posts on different topics also demonstrates the breadth of your knowledge.

Work With Professional SaaS Content Writers Today

At Goodman Lantern, our experienced SaaS content writers can help you develop your strategy. We are an award-winning agency with the industry knowledge to create successful content for you. Get in touch today to discuss your needs and learn how we can boost your business.

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