From CRM softwares to eCommerce store builders, SaaS companies in India like Dukaan and Zoho are leading the innovation game competing with popular global brands such as Shopify and Qlik.
The Economic Times reports, the growth of the Indian B2B SaaS sector is projected to surpass $25 and $50 billion market cap by 2025 and 2030 respectively.
The success story of the SaaS industry can be linked to content creation which plays a major role in reducing knowledge gap and emphasise the value propositions of a brand.
Here we take a close look at how different type of content marketing strategies are helping businesses. To solidify their position in the market and acquire informed clientele with B2B SaaS content.
Keep reading to learn how you too can scale your business with impactful SaaS content writers.
What is SaaS Content Writing?
SaaS content writing focuses on expression, education and demonstration of SaaS or software as a service to the target audience through content.
It includes blog posts, case studies, whitepaper, user manuals, and walkthrough guides about the services to better inform the target group. Hiring SaaS writing services that focus on organic search engine marketing allow companies to get competitive ROI as it streamlines the transition of target audience into clients.
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Types of SaaS Content Writing
Since majority of SaaS companies offer B2B solutions, the major challenge of SaaS content creation is to cater to the interests of the target businesses. What works for B2C or D2C brands may not be the best strategy when it comes SaaS content writing for B2B. Here are some of the tried and tested types of content writing that a SaaS writer can help you produce.
1. SEO Content
While SEO optmized blog posts may feel like the default strategy, thorough market research must be performed before finalizing on a content plan. Selecting on the right keywords that is relevant for your target group is crucial to make this work.
2. Checklists & Listicles
This one is a safe bet. When you cannot zero in on any topics, craft content around the buzz in the market. You can create checklists and listicles to inform your top of the funnel SaaS audience on latest trends or simply ennumerate the benefits that you bring to the table.
3. Comparison & Versus Pages
Again, these content formats prove highly efficient to target new demographics with your content marketing strategy. Comparative analyses between your services and the market standard makes a great opportunity to showcase your value propositions at the very beginning.
4. Statistical Posts
The primary goal of SaaS content writing is to target the leadership and decision makers in a business. Web and LinkedIn posts that highlight the statistical advantages of your services with the right figures can really hit the right spot with your audience.
5. Reports
Hiring content writer for SaaS gives you access to expert writers in the industry. You can leverage it to produce regular reports both for stakeholders as well as for newsletter subscribers. Just make sure that your content strategies are able to bring some value to the table to create impact.
6. Case Studies
With case studies you can build a powerful SaaS brand that your target group will come to regard as authoritative. For completely new brands, you can start with general business case studies to highlight your analytical and critical insights. Or as popular SaaS players, you may produce case studies of how your products have come to aid businesses.
7. Walkthroughs
For a new brand, SaaS content strategy is vital to create the first impression spot on. Long-form content writing for SaaS allow you to create knowledge about the user experience of your product – making it more familiar for the audience.
8. Whitepapers
Writing SaaS content is not only about new client acquisition. The primary motive is always to create information and emphasise your unique approach to tackling the problems of the industry. As a piece of content whitepaper can instil trust and transparency between audience and the company.
5 Common Mistakes to Avoid
So, you decide to hire a SaaS content writer to write content around your product, brilliant! But not all brands get the optimum results with freelance SaaS writers. They create content but fail to generate ROI and then are compelled to shift to a different marketing strategy.
When you choose content as your guiding strategy, ensure that you are doing it right by avoiding the following mistakes.
Hiring Cheap Writers
Not all freelance writers are equal! An experienced B2B SaaS writer brings considerable experience and skill to the table and their fees will reflect it. Make sure that your writers are able to understand your business and work as per your expectations.
Also, they should be a team player willing to support you through your content strategy and offer recommendations from time to time based on their expertise.
Not Defining the KPIs
Producing content aimlessly is as good as not producing any. At the very onset of hiring a content writing services make sure to mutually agree on the metrics to judge the effectiveness of your campaign. 6 months are usually enough to know if it is working or not. Set the timer and decide on metrics like organic clicks, enquiries, increase in ranking keywords and so on.
Top of the Funnel Only Content
To get the desired outcome with content, it is recommended to create content for each stage of the buyer journey. Many businesses make this mistake by producing content only for new audiences without chalking out a clear roadmap for them.
Aside from blog posts and whitepapers, create newsletters, walkthroughs, case studies along with attractive landing pages to nudge your audience towards the right direction for conversion.
Generic Target Group Optimization
Just because a keyword has high search volume does not mean it is the one. Spend time on identifying your target group based on the product. Create buyer personas and curate your SaaS content strategies around it for multiple platforms.
Lack of Diverse Content Distribution
And we cannot stress on this enough. To thrive in the SaaS market, it is vital to write SaaS content for different marketing channels like websites and social media platforms. While blogs are good for the web and organic search, infographics, social media posts, YouTube videos, webinars, and podcasts give you the flexibility reach audience through different platforms to get the most out of your marketing campaign.
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Benefits of SaaS Content Writing
Using content writing for SaaS companies offers a sea of benefits and advantages to business owners. It gives you complete control over the brand voice and influence public opinion of the brand. The following are some of the benefits you can get:
1. Knowledge Creation
B2B SaaS content writing allow you to create and command knowledge about your brand as well as the products you are offering in the market. For most SaaS businesses, confusion about the product in the market becomes a major roadblock. Consistently creating knowledge in the form of blogs, guides and webinars help you reduce the knowledge gap and familiarise people with the product.
2. Organic Visibility
Effective SEO optimization allow you to increase your visibility on the SERP and get more people to find your naturally. With the right set of keywords, creating SaaS blog allow you to be more visible to the right audience. Coupled with strategic social media content, your brand will naturally appear to the audience.
3. Increased Brand Awareness
It is a fact that popular brands face 2.5x less friction from audience in terms of conversion. The right content that gets your users to engage and interact with your brand is the foundation of every up and coming business. It allows you to make your brand more popular and as a result your audience will be more eager to convert.
4. Increased ROI
The results with SaaS content marketing are comparatively slower than other digital marketing strategies. However, by offering sustainable strategies that continue to yield results months after months, SaaS content writing can offer higher ROI in the long run.
5. Builds Trust & Credibility
While Ads are effective, they are no match for instilling credibility in the market about your product and services. Organic content production can help you receive the much needed visibility across different online mediums to encourage trust and loyalty among the target group.
Step by Step Guide to Content Marketing for SaaS
With all the benefits discussed, let us dive into a step by step strategy to SaaS writing. Especially when just starting around it, SaaS writing may seem a bit overwhelming. Whether you choose to do it in-house or outsourcing your content requirements, check out these steps.
1. Build The Foundation
It is crucial to build the foundation for your content with appropriate elements. The elements that you need to consider are targeting and segmentation, your USP or unique selling proposition, market positioning, and brand history.
In addition, you need to ensure that all the marketing assets are aligned with your Saas content writing strategies. The marketing assets include website structure, optimising keywords, user experience or UX, loading speed of your page and internal links. Moreover, Google Analytics and the appropriate use of SEO is a necessary strategies for SaaS content writing.
2. Research The Target Audience
It is essential to research the target audience to learn about their tastes and preferences. This is a part of the need analysis process to curate SaaS content that caters to the target audiences’ preferences.
Curating content that caters to the target audiences’s needs can help you in funnelling wherein awareness, consideration, conversion and loyalty. Thus, target audience research helps in retaining and converting traffic for your SaaS platform. It would further help you increase the return on investment or ROI, in the long run, to make your SaaS business profitable.
3. Know Your Product
Product knowledge is crucial for B2B SaaS content writers. As software is a complex service, it is crucial for SaaS writers to know the ins and outs of the product. It helps to curate content incorporating product details for the target audience to understand.
As SaaS products are closely associated with industries such as Fintech, health tech, legal tech and others, it is crucial to curate customer-centric content. Addressing the pain points and offering impactful solutions attract traffic and increase clicks for your SaaS website.
Further, you can increase your SaaS website’s rank and impressions on SERP by curating content that is rich in product details.
4. Focus on Empowering The Audience
Empowering the audience with your content is an integral factor that helps improve the content quality. You can adopt two approaches to curating SaaS content; one is the problem-solving approach while the other is the educational approach.
The former includes problems and solutions that your target audience can get from the use of the software. On the other hand, the latter includes providing additional information to the target audience to educate them and enhance their awareness. It is advisable that you adopt the latter approach to empower your target audience thereby catering to their multiple needs.
5. Focus on Thought Leadership
Thought leadership refers to the ability of an individual to exercise authority through thoughts curated in content. You can incorporate the concept of thought leadership in your content to attract the target audiences. This helps you increase the number of potential target audiences for your SaaS website.
Incorporating ideas that denote leadership qualities further helps in influencing the target audience to purchase your software-as-a-service. Thus, thought leadership in your curated content helps attract the attention of your target audience thereby improving the prospect for conversion.
6. Build Authority Through Your Content
Building authority through your content is essential to gain the trust of your target audience. It further helps build a long-term relationship with your target audience to strengthen sales prospects.
You can build authority through your content with extensive knowledge of the topic. In other words, you need to incorporate your topical knowledge while curating content for your SaaS platform. In addition, you need to incorporate keywords that ensure topical knowledge to help your target audience get an in-depth idea and increase their awareness about the topic.
7. Focus on Building a Marketing Funnel
The marketing funnel is an inverted pyramid with customers as the end point of the pyramid. This funnel emphasises marketing activities to drive sales thereby acquiring and retaining customers. It is crucial to curate SaaS content considering the marketing funnel to improve sales prospects.
You need to incorporate aspects such as services provided, their quality and the benefits that customers can reap with the purchase of SaaS products. This helps attract customers to your brand and SaaS products. In addition, incorporating the above-mentioned features improves the quality of your content to ensure success along the marketing funnel.
8. Create Content for Conversion
Curating content for conversion is essential to scale up your SaaS business. You can include call-to-action or CTA in your SaaS content to boost conversion from your curated content. In addition, you can use internal links to other pages of your SaaS website to navigate traffic.
Navigating traffic to service pages of your website can be significant in increasing the conversion rate. The ultimate purpose of your content is conversion; as a result, you need to incorporate factors in your content that foster conversion for business growth.
9. Focus on Content Quality
High-quality content is essential to influence the target audience and drive sales conversion. You need to focus on improving the quality of your content by analysing the competitors. Ensure you incorporate information that is unique and different from your competitors to stand out as an industry player.
In addition, you need to optimise your content through an effective plan to improve its quality. You can curate high-quality content by incorporating and highlighting distinguishing product features thereby reaching out to the target audience with helpful and unique content. This helps cater to the needs of the target audience as they often look for high-quality content before making informed purchase decisions.
10. Create A Strong Promotion and Distribution Strategy
Promotion and distribution is an integral part of content marketing. SaaS content writing is backed by promotion and distribution to reach out to the target audience with the necessary information.
Further, promotion and distribution help enhance awareness and generate the interest of the target audience. It is crucial to drive the interest of the target audience to increase sales conversion rate through clicks and traffic on your SaaS website.
Takeaway
Now, that you know SaaS content writing strategies, you can focus on improving the quality of your content. This will help you attract your target audience and increase the sales conversion rate for your brand. Ensure you implement the strategies to maximise your gains for your SaaS website.
Ritish Dutta is a seasoned Content Developer with over 7 years of experience in the industry. Currently, at Das Writing Services, he writes SEO-optimized content that caters to our diverse clientele. Ritish utilizes his critical insights and experience to talk about digital marketing, SEO content writing, content strategy, and AI.
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