Generating and retaining organic customers for attaining sustainable competitive advantage is the need of the hour.
Are you looking forward to leading the market? But you are not being able to attract and retain customers? Integrating content writing as one of your major marketing strategies is the answer to your problem.
As per the following research by Hubspot, around 22% of B2B marketers utilize around 50% of their marketing budget on the integration of content marketing.
Now, what is SaaS content writing?
It is a process of using content to address the pain points of customers. SaaS content marketers educate and encourage the target audience about the products or services offered.
Read on to understand the relevance and application of SaaS content writing for developing B2B blogs.
B2B SaaS Content Writing: What Is It?
Converting leads to long-term paid customers is the primary aim of producing content.
Now, why should your customers choose you over your competitors? What value proposition are you going to create for your customers?
Consequently, if you are successful in identifying and presenting the uniqueness of your brand, then you have won half the race!
Thus, as a B2B brand, for conversion of your leads, you must yearn to enlighten your customers with the USPs of your services. Here, comes the role of SaaS content marketing.
Through their content marketing strategies, SaaS content marketers assist B2B brands in creating brand awareness, thereby, leading to an increase in business revenue.
Turning blogs for B2B clients into resourceful insights is the primary goal of a SaaS content writer. Thus, unlike other content marketing blogs, B2B SaaS blogs are more on the educational side.
Benefits of SaaS Content Writing for Your B2B Business
As per research by HubSpot, there has been an increase in the number of website visitors by 55% due to content marketing. More visitors means more sales.
Do you know that around 75% of people searching for product-specific information do not visit the second page for any further research?
Thus, as a B2B service provider, the creation of high-quality blogs is essential to keep the customers engaged.
Thus, two major benefits of SaaS content writing are:
If your content does not ease the pain points of your customers by tapping into their interests, it would automatically reduce its reach.
Consequently, any professional SaaS content marketer will use the knowledge of keyword insertion for increasing the organic reach of your blogs.
However, there should not be any keyword stuffing.
Therefore, SaaS content writing will enable you to improve organic customer conversion rate via your B2B blogs, thus, boosting content credibility.
Improvement in User Experience:
In this content-centric world, everyone including your competitors is spending on SEO.
SaaS content writers will help you in connecting with your customers by using simple, readable language considering the interests of the target market.
Thus, SaaS content writing would be beneficial in reducing bounce rates of your B2B websites by prioritizing the improvement of user experience.
Let us move on to the tips for integrating SaaS content marketing in your B2B blogs.
Top 5 Tips for Integrating SaaS Content Marketing in Your B2B Blogs
5 tips for using SaaS content writing for your B2B blogs are:
Tip 1: Identify Your Target Audience and Their Needs
Right from the initial stage, focus on identifying the issues that your customers are facing. Listing down the pain points is important as it will help in segmenting the needs and requirements of your target audience.
You need to understand that the maximum of your audience does not belong to your industry. Thus, as a B2B company, targeting the customers will help you in creating engaging content for your audience.
Like, as demonstrated in the following image, Hotjar, a company responsible for providing website insights, has directly focused on UX designers from the start.
Tip 2: Creation of Buyer Personas
If your target audience is an Operations Manager searching for your B2B service, then his/her buyer persona will differ from that of a Marketing Manager.
Now, what is a buyer persona for a B2B business?
It is a representation of the customer’s goals and motivations along with his/her profession. You can create buyer personas by researching the job title, industry where they are working, and roles and responsibilities.
Based on the buyer persona, a SaaS content writer will mold your content marketing strategy accordingly, thereby, reducing the bounce rate.
Also, you need to focus on writing for one specific target audience at a time. For instance, Hotjar shows how to conduct surveys for understanding the individual needs of customers.
Hotjar, as illustrated in the following image, details how a company can use its tool to conduct a survey.
Tip 3: Include Valuable and Educational Information For Your Clients
If your customer is a product coordinator, then he/she will want to know the relevance of your service with reference to their product. They are primarily searching for software and tools for project management.
Thus, as a B2B service provider, you must use SaaS content writing techniques for producing educational content.
It has to be Product-led Content. So you should adopt the style of Product-led storytelling.
Why should your readers prefer your product above your competitors?
Thus, through strategically-focused content, your target readers will automatically gain the insight of envisioning the end results of using your product/services. This will provide them with a benchmark for decision making.
For instance, consider educating your audience about the software and tools you are offering for project management. Include the latest insights about your services. Focus on highlighting the benefits of your products, application etc. as illustrated by Dell Technologies below.
This particular strategy will ultimately increase the click-through rates of your blogs. The inclusion of CTAs related to your product is also another profitable strategy.
Thus, presenting your product with intricate details is the prime key.
Tip 4: Content Parity and Consistency
While utilizing SaaS content writing as your product demonstration tool, you should ensure that there is parity across all your content.
Now, if the representation of your brand varies with each blog, then this will increase the bounce rate. Thus, the voice of your brand must be consistent, irrespective of your audience.
Consider providing a style guide for your brand to the SaaS content writer. This will ensure the maintenance of brand parity in your content, thereby, increasing conversion rates.
Tip 5: Incorporation of Data and Statistics
Owing to the volatile nature of the business world today, the relevance of data-centric information is rapidly increasing.
Gain the attention of your audience during the first 90 seconds of their reading time by using insightful statistics. Include some reviews and testimonials just after the first 90 seconds reading time.
This will convince them to stay back for a longer period. Now, did you convert them into sales? Maybe yes! Or no.
But, you have automatically increased the dwelling time of your blogs and reduced the bounce rate.
Nowadays, B2B companies are using professional SaaS blog content writers for the creation of an engaging portfolio targeting their audience profile to always stay ahead of the game.
Crafting a SaaS content marketing strategy might be challenging due to the growing competition in the ambiguous business market.
However, if you can adopt an approach to SaaS content writing, your blogs will surely outperform your competitors and provide you future sustainability. Thereby, in the coming years, integration of the aforementioned tips will help your business in attaining a higher conversion rate, combined with a lower bounce rate!