Originally published July 28, 2021 , updated on August 31, 2024

Content marketing has become an increasingly important part of SaaS marketing strategies. Not only does it assist in meeting business goals and objectives, but it remains a relatively pocket-friendly and easy approach to take. 

SaaS content writing can be outsourced to an agency, or you could do it in-house. Either way, the stats show that it’s not something you should sleep on. In fact, according to Medium, SaaS companies using content marketing see 30% higher growth rates. The same report also shows that companies enjoy a 647% return on investment when doing content marketing. 

Now that you know the stats and are interested in content marketing, it’s time to come up with content ideas. Here are eight places to start when figuring out how to create exceptional pieces for your SaaS brand.

Create How-to Content

Your industry is complex. As a result, not everyone will have a complete understanding of how your product or services work. This is where how-to content can help. This can be in the form of a written piece, a video or even a podcast. Whatever you choose, ensure that the information is valuable to your reader or audience. 

Let’s use an example. Imagine you are a company that develops software for internal communications and project management among colleagues. Your how-to content can take a number of forms. It could teach readers how to use the platform, and also how to use it effectively to save time and money. You could do a story for existing customers or potential new customers, depending on the angle. 

How-to content is also great for SEO as “how to” is a top search term in Google and other search engines. 

Use the Data and Insights You Have at Your Disposal for SAAS Content Writing

By this, we don’t mean private customer data. This means the insights and data you have as a result of your business. Being a SaaS business, your audience probably enjoys data-driven content. It could be data that shows how your business has helped your existing customer base, or it could be industry-related data. 

For example, if you are in the business of creating templates and distribution tools for newsletters, you could highlight how your company assisted existing customers. Alternatively, you could look at industry data and insights. A story idea could be insights that prove newsletters are here to stay. Data always provides a great base for story ideas. 

Create Research Papers and Reports

These naturally take a little longer than articles or blog posts. Research papers and reports take a deep dive into particular topics. These pieces are lengthy and can live online as a resource for anyone to use. It serves the purpose of being keyword-heavy for SEO and gives the impression of topic knowledge and authority. 

If there’s something that you and your company are very clued up on, you could do an in-depth report on this and post it online. This report then has the potential to become a trusted resource for others in your industry. They take a lot of time to create, though. Consider asking for help from an agency that specialises in content writing for SaaS. 

Create Lists in Your SAAS Content Writing

Everyone appreciates a good list if it’s valuable to them. Create copy in a list format and include your business in these. It could be a list of apps that every teacher needs on their phone or a list of email marketing tools every marketer should be using . 

In these lists, be sure to add your business and how it benefits the end user. Add links to your services page for those who want to know more. While these lists might feature competitors, it also gives you the space to list what they don’t offer. You can use this as an opportunity to explain how your app or system is better than the rest.

Use the News Agenda

This one requires a quicker turnaround than most. Have a look at the day or week’s biggest news stories and come up with SaaS content writing ideas around those. When done right, it can prove to be highly effective as it’s usually topical. 

For example, if there’s a data breach making headlines in the news, use this opportunity to subtly talk about your network security company. You could do a piece on how to protect your customer data or top security apps to use to ensure you don’t get hacked due to security breaches. 

Conduct Interviews as Part of Your B2B SAAS Content Marketing Strategy

The SaaS space is filled with many high-profile people who are willing to share their knowledge. All you have to do is ask. Have a sit-down or telephonic conversation with an industry leader or pioneer and turn this into content. 

These pieces should prove handy to your business and your customers. You get to pick the brain of an industry professional, all in the name of research. By having interviews with high-profile guests or industry leaders, you are also setting yourself up for good search engine optimisation. Your piece will likely come up when someone looks up the name of your interviewee online. 

Be a Resource Pool

Use your content to provide resources to your clients and customers. Be a company that people can turn to for templates and other resources to help them with their business. These types of posts provide added value to your audience and potential customers. 

For example, if you are a podcast streaming service, you could create various resources that help podcast hosts and producers. It could be script templates, outlines for show notes and even a list of hardware that all podcasters need. These resources prove invaluable in the long run. 

Tell Your Customer Stories in SaaA Content

If you are a strong SaaS business, you will have customers who have good stories to tell. Tap into your customer testimonials and use these for stories or SaaS content writing pieces. Create case studies out of specific projects and achievements. Add these to your website for others to see and access. 

Positive client stories often generate more leads and customers. Be sure to highlight your biggest achievements in blog posts on your website. This also creates a bank of content for future clients who want to learn about any previous work and projects. 

SaaS content writing and content marketing have many benefits. But the most important one is lead generation. Try some of the ideas listed here to reap the rewards of content marketing for your business. 

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