With hundreds of AI chatbots around the corner, you may think that writing SaaS content has never been easier. Grab a prompt, write hundreds of blog posts, and conversions will start to rain. But there’s more than meets the eye. 

In fact, 90% of SaaS companies still fail because they:

• Struggle to get noticed;
• Don’t know or ignore their target audience;
• Fail presenting complex products in simple terms. 

With a robust SaaS content strategy, you can turn the tide in your favor.  You’ll be able to make your product stand out, convert readers into customers and retain existing users. 

In this guide, we’ll break down the specifics of writing content for SaaS brands. We’ll mention the different types of blog posts and share actionable strategies for writing them. Plus, we’ll add eight templates—and nine free tools.   

Let’s dive in. 

What is SaaS Content Writing?

SaaS content writing refers to creating written material specifically designed for companies offering SaaS. This type of content aims to inform, engage, and convert readers into users or customers.

SaaS content can take various forms: 

• blog posts, 
• white papers, 
• eBooks, 
• tutorials, 
• landing pages, 
• email newsletters, 
• research reports,
• videos,
• surveys, polls and quizzes
• webinars, 
• podcasts,
• infographics. 

So, what makes SaaS content different? One of the specifics is that SaaS content is action-driven. It urges the reader to try the product, see a demo, or sign up for a free trial. Basically, it makes it easy for customers to take the next step.

Let’s explore SaaS content specifics and benefits.

Specifics and Benefits of SaaS Content

The benefits of writing high-quality content for your SaaS brand are immense. 

Let’s see why:

• 47% of buyers engage with 3-5 pieces of content before contacting a sales representative. 
• Companies with solid content strategies generate over three times as many leads as those without. 
• Nine out of ten marketers use their blogs to achieve their content goals. 

With a robust content strategy, you can drive organic traffic to your SaaS website. By creating different types of blog posts tailored for different phases of the customer journey, you’ll improve its search engine rankings, meaning potential customers will easily find you online. 

Once customers find you through organic search, it’s time for your content to do the magic. You need to educate your customers. Through tutorials, guides, and case studies, you educate your potential and existing customers about the product’s features and benefits, enhancing user experience and customer satisfaction.

Next, with proper content, you can establish thought leadership. By sharing insights, trends, and in-depth knowledge about the industry, you’ll position yourself as an authority in your field. This builds trust with the audience, and encourages engagement. Meaning – higher conversion rates!

Speaking of conversion rates, SaaS content writing’s final goal is to increase leads and conversions. By creating content that addresses the needs and pain points of the target audience at different stages of the buyer’s journey, you can attract leads, nurture them with valuable information, and eventually convert them into paying customers. 

So, what type of SaaS content should you create? We mentioned the different forms above. However, we’ll stick to blog posts, as they have the most potential to grow your SaaS brand!

Let’s see the different types of blogs.

8 Types of SaaS Blog Posts

Using a variety of blog posts in your SaaS content strategy can engage your audience at different stages of the customer journey. That said, you need to create content for all stages of the customer journey. 

Top of the funnel, middle of the funnel and bottom of the funnel.

In the illustration above, you can see types of posts sorted by a funnel stage. However, the positioning is flexible. You can see that case study blog posts can be part of both the consideration and conversion stage. 

Ideally, start with the top-of-the-funnel posts. Why? Because they’re most likely to turn your readers into customers. But, they’re only a part of a more extensive process. Don’t neglect other types of blog posts as they all contribute to a comprehensive SaaS content strategy. 

Let’s have a look at the specifics of different types of blog posts. 

#1 Long-form posts (“what is” and “how to” articles)

Long-form posts are the ones that do the heavy lifting for your online visibility. They often attract the most organic traffic to your website. Long-form content usually consists of 2000+ words and covers specific topics in full. These types of posts stand at the top of the marketing funnel, aiming to inform and educate your readers. 

Benefits of the long-form posts include: 

1. Greater Authority and Trust

2. Higher Engagement and User Retention

3. Improved SEO and Organic Search Rankings

Typical forms of these long-form articles are the “what is” and “how to” guides.  

“What is” guides serve as an introduction to concepts or tools, breaking down complex ideas into digestible and easy-to-understand pieces. For example, a post titled “What is SaaS?” can transform a complicated software category into something approachable and compelling. 

“How to” guides, on the other hand, are the practical companions that walk users through processes step by step. They show, rather than tell, how your software can solve problems. For instance, “How to Increase Your SaaS Convert Rates with Our Tool” promotes your tool and provides actionable value to your readers. 

These types of blog posts are usually not the most conversion-driven, but they’ll make your potential customers return for more insights. 

#2 Statistics posts

Data is compelling. Statistics posts that compile relevant data and trends in your industry can position your SaaS brand as a thought leader and provide immense value to your readers. These posts can cover a wide range of topics, from industry benchmarks to the effectiveness of different strategies.

By aggregating and analyzing data, you’re offering insights that can help businesses make informed decisions. For instance, a post titled “10 Surprising Statistics About Customer Service Software in 2024” could highlight trends that underscore the growing importance of AI in customer service. 

If you’re offering an AI product, these posts can provide a hook for your readers to explore your AI-powered features further. Plus, these posts are perfect linkable assets. Meaning, SaaS writers will likely link back to your website. That’s great for your SEO! 

However, these posts tend to be seasonal and need to be updated. Just make sure the data you add is factual and correct. 

#3 Checklists 

Checklist posts are an indispensable asset to any SaaS content strategy. They offer a structured, step-by-step guide for users to follow. 

For instance, a “How to start with dropshipping” can break down the task into actionable steps. These are perfect for your readers as they’re often accompanied by brief explanations or tips.

Checklists can also serve as powerful lead magnets. You can offer a downloadable checklist (with tick boxes) in exchange for an email address. This way, you provide immediate value and open a channel for further communication with new leads.

#4 Product walkthrough posts

Product walkthrough posts are your opportunity to guide potential customers through your software with a blend of storytelling and instruction. They’re a perfect way to onboard new customers. Or teach the existing ones how to use your latest feature. 

Since they include screenshots, GIFs, or videos, they visually lead your readers through the product’s interface and functionalities.  

Something to note is that a well-crafted product walkthrough post isn’t a dry list of features. It’s a narrative that places the user at the centre of the story. For example, “Cut 4 hours from your report preparation time” is more engaging than “Our tool features report automation.” 

#5 User guides

While product walkthrough posts attract potential customers, user guides are for those who have already taken the plunge. Think of user guides as the comprehensive manual for your software, but far more engaging than the traditional PDF file tucked away in a help section.

A great user guide is segmented, allowing users to find solutions to specific issues easily. It’s also peppered with tips and best practices, making it a valuable resource even for seasoned users. For example, including a “Advanced Tips for Power Users” section can turn a simple guide into a learning tool that grows with the user.

Personalization matters here. Use data to tailor the guide to the user’s role or industry, such as “For Marketers: How to Use Our Tool for Campaign Analytics.” This makes the guide more relevant and reinforces the user’s decision that your tool is the right choice for their needs.

#6 Case studies

There’s storytelling, and then there’s proof. Case studies are where your SaaS product’s capabilities are showcased through real-world applications and successes. They are stories of triumph, with your software playing a pivotal role. 

They stand in the middle or bottom of the marketing funnel. Either way, they make the most of your readers convert into customers. 

The best case studies follow a simple yet powerful structure: Challenge, Solution, Result. Start with a relatable problem, describe how your software provided a solution, and then dazzle with the results. Also, adding quotes from the featured client adds authenticity and a human touch. 

#7 Comparisons and alternatives posts

Comparison and alternative posts are about highlighting the unique advantages your product offers when compared with similar products. A well-crafted comparison post is balanced and fair. It acknowledges where competitors might shine while clearly demonstrating why your solution is superior for specific users or use cases. 

For instance, detailing how your customer service software offers more integration options than another popular tool can help sway prospects doing their research. Using data here can significantly boost your credibility. Mentioning customer satisfaction rates, for example, provides tangible evidence of your software’s performance. 

These posts are in the middle or bottom of the marketing funnel, and when readers search for these types of posts, they’re usually close to making a purchase. That’s why you need in depth comparison posts that would guide readers to choose your software. 

#8 Listicles posts

The beauty of listicles lies in their simplicity and digestibility. “7 Tools for Automating Email Marketing” or “5 Must-Have Tools for Streamlined Project Management” are examples that attract readers with specific interests, offering them quick, actionable insights.

Listicles are versatile. They can range from tips and tricks to software features, industry predictions, or simply – a list of tools. The key is to provide value in each point, ensuring the reader comes away with new knowledge or insights.

Engaging visuals, numbered bullet points, and concise descriptions make listicles an enjoyable read. They’re also highly shareable, increasing the likelihood of your content reaching a broader audience.

Actionable Tips for Writing SaaS Blog Posts + Recommended Tools

So far, we’ve covered eight types of blog posts that you can use. Now, it’s time to provide you with actionable tips when writing them.  

Let’s dive in.

#1 Get to Know Your Audience

First, you need to know your audience. This step is absolutely crucial. Why? Because writing the right content for the wrong readers won’t convert them into customers. In fact, it will make them bounce from your website. That’s the last thing you want. 

So, before you type a single word, you need to know who you’re writing for. This isn’t just about looking at numbers and demographics alone. You need to understand your customers’ challenges, bottlenecks, and daily routines. 

Where can I get this info? Here are three ways to do a quick research on your target audience: 

Direct Customer Interviews

Conduct one-on-one interviews with your customers to understand their daily routines, challenges, and the bottlenecks they face. Use open-ended questions to encourage detailed responses. Focus on understanding their pain points and the context in which they use your product or service.

Surveys and Questionnaires

Distribute surveys and questionnaires to your customer base to gather quantitative and qualitative data about their experiences, challenges, and needs. Include both multiple-choice questions for statistical analysis and open-ended questions for personal insights.

User Observation and Shadowing

Observing customers using your product or service in their natural environment can provide invaluable insights. This could be done in person or through digital tools that record user interactions. Watching how customers navigate your product or service can highlight unexpected issues or bottlenecks.

Recommended Tools: Google Analytics, Crazy Egg, Ad Roll

• Google Analytics: Use this tool to analyze website traffic and user behavior. It helps in understanding which parts of your site attract more visitors and how they interact with your content.
• Crazy Egg: Deploy Crazy Egg to track where visitors click on your site, how far they scroll, and what they ignore. It provides visual heatmaps and user journey insights that help in optimizing the user experience.
• AdRoll: Use AdRoll for retargeting campaigns and to understand user engagement across different channels. This tool helps you reach out to customers who have shown interest in your product or service, increasing the chances of conversion.

This tool and data will help you know your audience better. Once you do this, it’s time to conduct keyword research.

#2 Conduct keyword research

The keyword research process sounds difficult. But it’s not. You just need to do it thoroughly, as your entire content strategy depends on it. Where to begin? Start with what you know. In this case, your target audience’s challenges and bottlenecks. Use these to come up with initial keyword ideas. 

Let’s say your product is a project management tool. Your target audience could be project managers for small—to medium-sized businesses. They’re likely searching for solutions to improve team collaboration, project tracking, and overall productivity. 

So, given the above example, here are some keywords that we found:

• “project management software for small businesses” – this keyword targets small businesses specifically looking for software to manage their projects.
• “best collaboration tools for remote teams” – given the rise in remote work, this keyword targets businesses seeking tools to help their remote teams collaborate more effectively.

A pro tip: Consider long-tail keywords first. These are longer and more specific phrases. Though they may have lower search volumes, they often indicate a higher intent to purchase or sign up. For example, “best project management tool for marketing teams” is a long-tail keyword that might attract a particular segment of your target market.

Recommended tools: Ahrefs, Semrush, Wordstream(free tool)

Ahrefs: A comprehensive SEO tool that can be used to perform keyword research, track keyword rankings, analyze the competition, and audit your website. You can use Ahrefs to:

• Discover potential keywords based on initial ideas and how they relate to user challenges.
• Analyze search volumes and keyword difficulty to determine the feasibility of ranking for specific keywords.
• Understand the keyword strategies of competitors, helping to refine your strategy.

Semrush: Another powerful SEO tool that offers features similar to Ahrefs but with some additional capabilities, such as content marketing tools and social media tracking. With Semrush, you can:

• Perform detailed keyword research and gather insights on keyword trends.
• Monitor your website’s keyword performance and track changes over time.
• Access detailed analytical reports on your competitors’ SEO strategies, which can guide your content planning.

Wordstream: A free tool that provides keyword research and management services mainly geared towards optimizing Google Ads campaigns. With Wordstream, you can:

• Identify effective keywords for your advertising campaigns.
• Get suggestions for negative keywords to avoid wasteful spending.
• Analyze your current ad performance and receive improvement tips, focusing on cost efficiency and conversion rates.

#3 Make your content skimmable and simple

Nowadays, the average reader’s attention span is bitterly low. In other words, users don’t read – they skim! Tailor your content so it would be the easiest to read. You can use the reverse pyramid technique. That’s when you put the most essential sentence at the top of your paragraph so your readers get the information quickly and efficiently. 

Meaning, if your H2 title is “What is SaaS content writing”, then you should answer this question within your first sentence. Readers love when the data is available quick and easy. Then, to improve your text, add more headlines, use images, and divide it into paragraphs. Your readers will love you for this.

Also, SaaS concepts can be complex – but your content shouldn’t be. This doesn’t mean dumbing down content. It means making it simple. And accessible. Always strive to transform your complex SaaS feature into a story that your reader can relate to. This way you’re educating, but also connecting with them.

Recommended Tools: Grammarly and Hemingway

Use Grammarly for:

• Grammar checking: Grammarly can help ensure your text is grammatically correct, reducing errors and improving readability.
• Style suggestions: It provides stylistic suggestions tailored to the type of document you are writing, helping you maintain a consistent tone.
• Plagiarism detection: Grammarly includes a feature that checks for plagiarism, ensuring your content is original.

Use Hemingway for: 

• Readability improvement: Hemingway analyzes your text for readability, highlighting complex sentences and suggesting simpler alternatives.
• Passive voice detection: It detects excessive use of passive voice, prompting you to use more direct and engaging language.
• Adverb minimization: Hemingway suggests reducing the use of adverbs to strengthen your writing.

#4 Tell a story and use data to back it up

Humans are wired to love stories. That’s why you need storytelling for your SaaS content. It will make even the most complex products relatable and memorable. It doesn’t matter if you write about success stories, challenges overcome, or your product’s journey. With a catchy story, you’ll build emotional connections, making it easier for your audience to remember and choose your product. 

Also, data is your ally. In a world swamped with information, real, hard data stands out. However, presenting data is an art. You need to use data wisely – only when it adds value to the content. How does your SaaS solution improve productivity? Show them numbers, but also show them real-life scenarios. Just make sure the data you use is up to date and correct.

#5 Create actionable content

The content for your SaaS brand should turn your readers into customers. Whether the content sits in ToFu, MoFu or BoFu, you need to make it conversion-driven. What does this mean?

It means every piece of content should aim to move your reader to action. Whether it’ssigning up for a free trial, downloading a white paper, or implementing a tip, your content must be actionable. 

Including clear, concise calls-to-action will significantly increase your conversion rates. Make your CTAs stand out, but ensure they flow naturally within your content. 

Recommended Tool: Canva

Canva: Design and create visually appealing CTAs: Canva can be used to design eye-catching call-to-action (CTA) buttons and graphics that integrate seamlessly into your content, enhancing the visual appeal and potentially increasing engagement and conversions.

#6 Optimize content for search engines

You should always write content for humans first and then optimize it for search engines. Plugins like Yoast can help you with this process. Let’s explore some actionable hints on optimizing your SaaS content. 

Mention your keywords throughout the text: Make sure your main keyword appears in your content, especially in the title, headings, and a few times throughout the text. But don’t overdo it! It has to feel natural, or else both readers and search engines won’t like it.

Make your titles pop: Your blog post title needs to grab attention. But make sure that it gives a clear hint of what the content is about. Keep it snappy and under 60 characters so it doesn’t get cut off in search results.

Don’t neglect your meta descriptions: Think of meta descriptions as your content’s elevator pitch. They don’t directly affect your rankings, but a compelling meta can boost clicks. Include your focus keyword and keep it under 160 characters. 

Use internal links: Link to other pages or blog posts on your website. This helps search engines understand your website better and can keep visitors on your site longer, exploring more of your content.

Optimize your images: Use images to make your content more engaging. Just ensure they’re optimized so they don’t slow down your website. Use descriptive file names and fill out the alt text with a brief image description, including your keywords if it makes sense.

Update regularly: Keep your content fresh! Regular updates signal to search engines that your site is active and offering current information. It doesn’t mean you have to write a new blog post daily, but don’t let your site collect dust.

Engage with your visitors: Encourage comments and interaction on your website. Respond to comments and engage with your visitors. This increases the content on your page and shows that you’re active and attentive.

Recommended Tools: Yoast plugin

Yoast is a popular WordPress plugin. It can be handy in many areas of on-page optimization:

Keyword optimization: Helps ensure your primary keyword appears appropriately throughout your content, including the title, headings, and body.

Title optimization: Assists in crafting compelling, SEO-friendly titles that are under 60 characters to prevent being cut off in search results.

Meta descriptions: Guides you in writing compelling meta descriptions that include your focus keyword and are concise enough to fit within the 160-character limit.

Content updates: Provides reminders or features to update your content regularly to keep it fresh and engaging for both visitors and search engines.

One thing to note is that optimizing your on-page content isn’t about tricking search engines. It’s about making your website more user-friendly and providing value. 

If you feel that making these changes sometimes will affect your content, don’t hesitate to rule them out. Humans are always in first place. Keep it simple, keep it honest, and don’t forget to monitor your progress.

Let’s see how.

Track the Effectiveness of Your SaaS Content

Tracking the effectiveness of your SaaS content is crucial to understanding what’s working and what isn’t, helping you make better decisions for future content creation. 

Now, onto the nitty-gritty: using analytics tools to track effectiveness. Google Analytics is a great place to start. It’s free and pretty comprehensive. Set it up on your site, and you can track:

• Pageviews and unique visitors: Shows how many people are checking out your content.
• Bounce rate: If folks are hitting your content and then leaving quickly, something might not be resonating.
• Conversion rates: Are readers taking the action you want them to, like signing up for a trial or downloading a guide? That’s your content working hard!

Also, social media platforms provide their own analytics. Use them to see:

• Likes, shares, and comments: High engagement means your content is hitting the mark.
• Follows: Gaining followers after posting? Your content’s probably compelling.

With SEO tools like Ahrefs or Semrush you can track:

• Keyword rankings: Are your articles ranking for the keywords you’ve targeted? Moving up in search rankings means more visibility.
• Backlinks: Other sites linking to your content boost your site’s authority and your content’s effectiveness.

Also, don’t overlook direct feedback:

• Surveys and feedback forms: Sometimes, just asking your audience works best.
• Customer support interactions: Are customers asking about things you’ve covered in your content? This might show gaps in visibility or clarity.

Considering the above, tracking the effectiveness of your SaaS content isn’t just about numbers. It’s about better understanding your audience and serving them the content they need and want. 

Use these tools and tips as a starting point; don’t be afraid to experiment. What works for one may not work for another, and that’s okay. The key is to keep learning, tweaking, and keeping your content goals aligned with your business objectives.

Conclusion

Creating compelling SaaS content in 2024 goes beyond generating AI articles. It’s about understanding your audience’s unique challenges and offering solutions through well-crafted blog posts, tutorials, and more. 

Your content must serve as a guide, helping potential customers navigate their problems with your software’s solutions at the forefront.

So, how do you craft your perfect blog posts? Start by deeply understanding your audience. Who are they? What frustrates them? How does your product solve their problems? Then, tailor your content to address these needs. 

Use the templates and tools we discussed to simplify the process and ensure your content is engaging and actionable. Your goal is to attract visitors to your website and convert them into loyal customers. Your content is your most powerful tool—use it wisely to build trust and authority in your niche.