Originally published July 12, 2021 , updated on August 31, 2024

If you are creating SaaS content, you need to have a marketing strategy behind it. There is no point in creating really strong copy without a plan to promote them. In fact, the marketing strategy needs to happen before the SaaS content writing requirements are even briefed into your writers. Once the strategy is finalised, you can move ahead with writing and implementing your content strategy for SaaS.

Step-by-Step Guide to B2B SaaS Content Writing

If you’re unsure of where to start when it comes to creating your strategy and content, we’ve put this handy guide together. Follow these steps and you will have a professional, top-quality plan to implement.

Step 1: Choose Your Writing Team or Your SAAS Content Marketing Agency

You need to decide on either outsourcing the writing or creating it in-house. If you don’t have the resources or time to do it, you can look into hiring a professional B2B SaaS writing and marketing agency. Content writing for SaaS and B2B isn’t something that just comes naturally to everyone. There are people who do this type of writing for a living. If you need their help, definitely reach out. 

Once you’ve decided on the resources and the team to make this happen, you can move on to the next step.

Step 2: Set Your Goals and Key Outcomes

Set your desired outcomes within the team. Is your objective to create brand awareness? Do you want to educate customers around your products? Are you looking for fresh, new talent? Whatever your end goal is, define it early on in your process. This will determine the type of content you produce and where you distribute them. 

It will also help you figure out who these pieces will be aimed at. 

Step 3: Define Your Audience

Who do you want these pieces to reach? If you would like to target trainee football coaches with an app that helps them with the rules of the game, make sure to define your audience in detail. This can include their age group, location, and even household income. Write these all down and be specific so that the whole team is 100% clear on your target market. This also helps your copywriters create copy that is relevant and appropriate for your audience. 

Step 4: Research Your Audience

Now that you know who your audience is, you need to find out more about them. For example, you might be targeting single parents with an app that connects them to babysitters and errand runners. Look into the general behaviours of single parents. Where are they hanging out? What are they reading? What social media platforms do they use? Find out everything you can about how they consume and distribute their media and information.

Step 5: Choose Your Channels and Types of Information

You are now ready to decide what type of writing you need and where to distribute it. If your goal is customer education around your products, you will want to write product guides and information. If your goal is brand awareness, you want to create pieces that talk about your organisation or company. Don’t do a product push for brand awareness – sell your story. This tells customers more about your brand and why they should choose to do business with you. Each goal you define should have a different type of content piece associated with it. 

You also need to choose where you will be distributing your pieces. For a blog that lives online, are you also supporting it with a social media distribution plan? Are you looking to land these pieces on other websites? Define these channels and add each step to your marketing plan. 

Step 6: Create Your Official B2B SAAS Content Marketing Plan

With all these details noted, it’s time to develop your content marketing strategy. Having an official, detailed plan of action to distribute to the team and management is important as everyone needs to be aligned on the objectives and next steps. If you’re unclear about putting this plan together, there are some helpful online resources to use. For example, Google Docs and Google Slides have templates that you can choose from. Simply search for “marketing plan” in the template list. Hubspot is also a great resource for these plans. 

Step 7: Create Your Content

Now that everything is defined and in place, it’s time to start creating. You can brief content ideas to writers if you have a team or set a schedule and calendar to produce these yourself. Keep in mind that you need to do keyword research for each piece you write to ensure that it’s optimised for SEO. Choose your keywords, and be sure to include these in your pieces. 

Step 8: Distribution Time

Now is the time to use all those distribution channels that you decided on early in your plan. Post your written pieces to your blog or website and implement your social media support plan for these. If you are targeting news outlets with your information, pitch your story to them. Implement your distribution plan as per your strategy. 

Step 9: Analyse What You’ve Done and the Results of Your B2B SAAS Content Marketing Plan

Once this has all been done, you can look at the results after a set period of time. Did you meet your goals? Did your distribution channels work? Were you using the correct distribution method? Try to answer all of these questions when looking at the result of your strategy and do a debrief with your team. 

Step 10: Refine Your Plan for Next Time

Now that you know what worked and what didn’t work in your SaaS content writing and marketing strategy, you can relook at the plan for next time. Keep tweaking and refining it until you find a formula that works for you. By constantly checking the results of your plan, you can see where you are going wrong and learn from it all. 

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