Content Writing for SaaS: 7 Effective Strategies to Get You Started
The competition for SaaS companies is fierce. You have 30,000 competitors, with more coming online every year. As a tech company, you want to reach your users on the internet, an arena you both know and understand. Content writing for SaaS helps make it happen.
But your competition also knows that internet marketing and SEO campaigns are great ways to reach their customers, and they have quite a head start.
You might feel like you’re playing catch-up. But site visitors drive sales, and content writing for SaaS will help you get there — even if you’re taking off after the starting gun.
What Is Content Writing for SaaS, and What Sets It Apart from Other Forms of Content Writing?
We define content writing for SaaS by its goal and content, which are one and the same: Your writing should educate your customers about your product, explain what differentiates it from the competition, and emphasize how it can make a difference in their business.
Content writing for SaaS combines targeted marketing, educational materials, and traffic-driving advertising into a holistic text-based package. It informs, converts, and might even entertain — though that isn’t the primary goal.
Note that SaaS content shouldn’t drive traffic to your site to increase your advertising revenue. Irrelevant ads (or even ads for your competitors!) on your site will distract your customers from how you can help them. The return on investment from your content writing comes from conversions, not ad revenue.
1. Focus on Customers
No matter what you write or how you write it, your content should focus on your customers’ needs. Educate them on how your product’s unique features can address their pain points. When you highlight your best attributes, discuss how to beat the competition — and why that makes you the right choice.
Content writing for SaaS is less about pride and more about inspiring your customers to think about how they can use your product.
2. Show Off How You Handle Pain Points
Pain points are one of the best ways to make customers think about how they would use your product (and bring you one step closer to a sale).
Mention, but don’t dwell on, common complaints to remind your customers of a time they felt frustrated with their processes. Then, before they have time to summon up bad feelings, tell them you have a solution and explain how you make it happen.
3. Flaunt Your Innovations
Your client has pain points because they haven’t found a way to address these problems on their own. If your product can handle those pain points, then make it known!
Tell your customers how you did it, and wow them with the creative ways you will tackle their problems head-on — especially if you can do it in a way your competition can’t.
4. Highlight Your Best Attributes and Core Features
Avoid making your product sound gimmicky; take some time to discuss your software’s core features. Potential customers want to know that you have cutting-edge solutions but have also nailed down the basics. Flaunt what makes you unique, but mention you can handle everything your competition can, too.
5. Research, Research, Research!
While you aren’t writing for advertising revenue, you should use the same principles as the pages that do. Do extensive length and keyword research and find which formats attract your target audience. While you don’t want to mimic your competitors, meeting them head-on and using the same tactics puts you on a level playing field.
6. Maintain Consistent Brand Presence Across All Channels
Customers think of brands the way they do people. A person who changes their tone on a dime doesn’t feel trustworthy; you never know what you’ll get. Your customers feel the same way, so it’s essential to use the same voice in your content writing that you do for other messaging.
Before you dive headfirst into content writing, take stock of your email copy, advertisements, and other messaging. Many customers will experience your brand persona for the first time through your content writing, and they want to work with the same personality after they convert.
7. Hire a Professional Writing Service
Are you still unsure how to find your brand voice or where to start with research?
Write Collective offers professional writing services and keyword research for all sorts of industries. Place an order today or explore our technology packages to begin your journey into content writing.