Originally published June 29, 2021 , updated on September 2, 2024

B2B content writing is becoming more popular as companies look at ways to reach its audience. Previously, businesses would attend trade shows and events or advertise in B2B media. But these events are rare lately and budgets are tight. As a result, SaaS content writing as part of a marketing strategy is becoming increasingly important.

B2B content writing in the SaaS space is crucial and highly valuable. How else will you tell your audience about a new feature on your software? Or perhaps you need to tell them about how to use certain functions of your software. Maybe you need your audience to know how your product works.  Whatever it is, you can write about it. If you want more people to find your website organically, you need to publish content regularly. Yes, you could spend money on advertising, of course. However, using a B2B content writing agency will cost a lot less than traditional advertising.

How Saas Content Writing Helps your Business

Let’s look at five ways to create excellent Saas content writing for your B2B business.

Understand Who You Are Speaking To

As a technical company, it’s easy to get lost in the jargon when doing content writing for SaaS business. But understand that just because you are clued up on all your business’s technical terms, doesn’t mean that your audience is. For example, you are a company that develops and codes newsletter templates for companies to use. Your audience might be an HR manager of a company needing a newsletter for internal use. Just like you won’t know the complicated HR terms, they won’t know the complex terms in your business.

Keep the content simple and easy for anyone to understand. Your audience is not only limited to your field of expertise and work. In fact, most of your audience probably sits outside your industry. Keep this in mind when you produce your content.

Make It a Key Focus of Your Business

It’s easy to put SaaS writing on hold when you’re developing apps or software. It gets busy when you’re coding or when you’re selling your product to prospective customers and clients. Many businesses fall into this trap. Do you know who didn’t? HubSpot.

This American software developer made producing bits of information for its website, newsletters and social media a priority. As a result, the company publishes close to 1 000 pieces of content per year. And producing content is not its core business. But it is core to its business.

Make content a priority. If you don’t have the time or capacity to do it in-house, you could outsource the task to a B2B content writing agency.

Create a Friendly Tone in Your SAAS Content Writing

In a similar way to how you need to cut out the jargon, cut out the seriousness. You can be serious about your business without taking an overly stern tone in your writing. Audiences want to feel as though they are engaging with an authentic brand, not a robot.

Read over your piece once it’s written. If you find it dull or jargon-heavy, your audience will too. Readers of SaaS content are intelligent, young and savvy. They want content presented in that manner. Serious business talk is probably not their everyday language.

Produce Valuable Information for Your Clients and Customers

SaaS content, whether on a blog, in a newsletter or on social media, needs to be valuable. It needs to teach your audience more about your product, software or application. Use your content to highlight how your business and product makes life easier for businesses and the people who use it. Show that you care about how consumers use your product by making things as hassle-free as possible.

You could also give insights and talk about trends in your industry. For example, as a newsletter business, you could talk about the popularity (and value) of newsletters. You could show insights into the latest trends. Or consider information on the most popular types of newsletters, opening rates and the content types that attract the most click-through rates.

Remember to highlight the benefits of your product more than the features.

Keep Your Content and Quality Consistent Across Platforms

When doing content writing for Saas, be sure to keep your voice, tone and the quality of your content consistent. You might have different audience personas you are writing for, but be sure that your brand voice is the same. You will sound too varied otherwise.

Create a brand style guide. This will help your website content producer, freelance SaaS writer or content writing agency understand your tone, style and brand voice. Put checks and balances in place to ensure that no factual, spelling or grammatical errors sneak into your copy. It might not be your area of expertise, but people won’t take you seriously if your content is shoddy.

Follow Best SAAS Content Writing Practices

There are a number of best practices when it comes to content writing. When writing SaaS content, research the best practice for the platform you are writing for. If you are writing for a brand page on Facebook, look up what other top-performing companies are doing on Facebook and how they structure their content. If you are writing a blog, research how many words blogs should ideally have. If you’re writing show notes for a podcast, look for top examples online and write according to templates.

Following best Saas content writing practices not only ensures that you compare with the best in the business, but it gives your brand a sense of credibility in the eyes of your audience, even if you’re just starting.

Effective Marketing Tool

Content writing for SaaS business has proven to be an effective marketing tool. If you follow the above steps to create outstanding content for your brand, you will soon see the value and benefits of all the hard work.

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