Content writing has become a crucial element of marketing strategies for SaaS companies, for a simple reason: it drives business.

In fact, SaaS businesses using content marketing report lead generation growth of up to 400%.

There is no better way to spread the word about your SaaS product, communicate its benefits to your target audience, and convert them into paying customers than by producing content about it. Indeed, you could always spend money on paid advertising viz. Google Ads. 

But if you want your potential customers to find your SaaS product organically, and want to generate consistent results over time, then you need to publish content regularly. Plus, employing a SaaS content writer will also cost a lot less than investing in traditional advertising. 

Besides, how else will you educate your target audience about your SaaS product? 

Moreover, content writing serves as a vital tool for educating your target audience about your SaaS product. Whether you aim to instruct users on utilizing a specific feature or demonstrate how your product operates, SaaS content writing is the most effective method to attract the right audience, inform them about your product, inspire trials, and ultimately convert them into paying customers.

However, crafting high-quality SaaS content is not straightforward. To excel in SaaS content production, it’s essential to understand the intricacies of creating content specifically for SaaS. In this guide, you’ll learn everything you need to know about SaaS content writing.

Chapter 1

Basics of SaaS Content Writing

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Before diving deep into the SaaS content writing types, tools, and everything in between, you need to first understand what it means and why SaaS companies should consider investing in it.

What is SaaS Content Writing?

SaaS content writing is the process of expressing, educating, and demonstrating how your target audience can utilize your product to solve their problems.

It needs to highlight how your product makes their lives easier. And why they should sign up for your product over any alternatives if they wish to save time, effort, and/or money.Put simply, text-based content is a fundamental component of any SaaS marketing strategy. It enables SaaS companies to drive brand awareness on search engines, increase conversions, and ultimately grow revenue.

Why is SaaS Content Writing Important?

According to Crunchbase, there are 34,500+ SaaS companies in the world.

So, the SaaS industry is becoming fiercely competitive. 

To survive and thrive, it’s necessary to market your SaaS product in a way that resonates with your audience.

HubSpot is the perfect example of this. 

Recently, the company reached a 194,000 users milestone throughout its 18 years journey.

How did they achieve this?

While there are a lot of things that contributed to acquiring such a massive customer base, content writing is undoubtedly one of their biggest drivers. 

According to the Semrush data, the HubSpot blog has about 13,021 pages indexed on Google.

This means the HubSpot team publishes nearly 723 articles on its blog every year. That’s close to 2 articles being published on the HubSpot blog every single day.

The surprising part is that producing content is not even one of their core business offerings. Although, it is core to their business. 

And the outcome?

Well, it’s nothing less than astounding. Data from Semrush revealed that the HubSpot blog currently ranks for 1.4 Million keywords in Google, which attracts a whopping 3.5 Million traffic (visitors) every month. 

Interestingly, if they were to pay for such massive traffic through Google Ads, they’ll have to spend around $7.5 Million every month. 

The takeaway? If you want to attain such outstanding results in terms of traffic, loyal customer base, etc. in the long run, make content a priority from day one.

If you don’t have the time or resources to do it in-house, outsourcing the task to a B2B SaaS Writer or a content agency that understands your business inside out can work well.

Now that you have understood the importance of content strategy for a SaaS company, let’s discuss how SaaS content writing is different from other forms of content writing.

SaaS Content Writing vs Other Forms of Content Writing

SaaS content writing distinguishes itself from other forms of content writing. Unlike general content writing, which might cover a wide array of topics and formats, SaaS content writing specifically aims to articulate, educate, and demonstrate how a target audience can leverage a SaaS product to address their needs. Here are some key differences:

  • Target Audience: SaaS content writing targets users looking for software solutions, often B2B (business-to-business) or B2C (business-to-consumer) customers with specific needs. Other content writing forms may target a broader audience with varied interests.
  • Technical Complexity: SaaS content often delves into technical details and requires the writer to explain complex software functionalities in an accessible manner. Other content forms may not require the same level of technical understanding.
  • Objective: The primary goal of SaaS content is to convert readers into users or customers by highlighting the product’s features, benefits, and use cases. While other content forms also aim to inform, entertain, or persuade, SaaS content has a more focused objective of driving product adoption.
  • Educational Focus: SaaS content frequently includes guides, how-to, alternative-to, and comparison articles designed to educate the audience on using the product effectively and how it stands out from its competitors. This educational component is more pronounced than in other content types, which may prioritize entertainment or information over instruction.
  • Product-Centric: SaaS content writing revolves around a specific product or service, aiming to showcase its value proposition and differentiators. In contrast, other content forms might focus on broader topics without tying back to a particular product or service.
  • Customer Journey Orientation: SaaS content is closely aligned with the customer journey, tailored to engage readers at different stages, from awareness and consideration to decision. Content writers must understand where the reader is in the journey and craft content to move them towards conversion.

Let us now understand what are the benefits of SaaS content writing that you can reap for your company.

Chapter 2

Benefits of SaaS Content Writing

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Attracting and retaining customers is the number one priority for every SaaS company. 

SaaS content writing can help to win new customers and retain existing ones by establishing a strong authority, educating your target audience, and boosting the overall online presence of your SaaS company.

Let’s talk about each of these SaaS content writing benefits in detail.

Establishes Authority

SaaS content writing is a way to provide valuable information and resources about specific pain points to your target audience. 

This, in turn, helps to build trust with your target audience and establishes your SaaS company as a thought leader in your industry.

In other words, you can demonstrate expertise through SaaS content and establish your company as a trusted authority in your field. I am sure you know the correlation between having a high domain authority and your SEO performance — it is a great advantage to have in a competitive industry.

Educates Audience about your Product

Customers want to learn everything there is to know about a particular product before trying or purchasing it. Why wouldn’t you?

So, it is critical to educate your target audience about your SaaS product by explaining its features, benefits, use cases, and so on in different content formats. 

For example, you can write blog posts, case studies, tutorials, how-to guides, whitepapers, and even publish video content.

By publishing educational content in different formats, SaaS companies can help their target audience understand how their product is beneficial and how to get the most value out of it. 

Doing so can help to increase the likelihood of turning your target audience into paying customers. Not only that but publishing educational content consistently can even lead to increased customer satisfaction and higher retention.

Sparks Engagement

SaaS content can help companies spark engagement with their target audience in several different ways.

For example, SaaS content allows you to be relatable with your target audience, educate them about the problem, and share real-world examples of how your product solves their problem. 

Furthermore, publishing content in a variety of different formats (as stated earlier) allows you to cater to the different learning preferences of your target audience. 

All you have to do is encourage your target audience to interact throughout your SaaS content. This can be done by using interactive elements like polls, quizzes, surveys, and call-to-actions. 

In a nutshell, by regularly publishing new and relevant SaaS content that educates and encourages interaction, you can spark engagement with your target audience and drive conversions.

Positions your Brand as Human

As you may already know, the nature of a SaaS business can be highly technical. But with SaaS content, you can bring a human voice to your overall brand and make it more accessible to your target audience.

Put simply, you can leverage your SaaS content to talk to your target audience in a conversational tone as if you’re speaking to them face-to-face.

However, in order to avail these SaaS content writing benefits, you need to fulfill some criteria.

Chapter 3

Things to Do Before Embarking on Your SaaS Content Writing Journey

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SaaS content writing is unquestionably a highly effective strategy for SaaS brands to generate leads. But there are five things every SaaS company must do to achieve their desired results.

1. Determine your Business Goal

First and foremost, every SaaS company must identify and determine its business goal before writing SaaS content. 

The reason for this is simple — defining business goals beforehand helps SaaS companies to properly align their SaaS content writing efforts with the key metrics that matter. 

For example, if your marketing goal is to increase your Monthly Recurring Revenue (MRR), focusing on bottom-of-the-funnel (BOFU) topics and publishing conversion-focused SaaS content would be the right strategy for you.

This way, you can easily measure the impact of your SaaS content on the MRR of your SaaS company.

2. Define your Ideal Customer Profile (ICP)

Defining the ideal customer profile (ICP) is critical for every SaaS company because it helps to come up with a content marketing strategy.

For the uninitiated, an ideal customer profile (ICP) is an in-depth description of your SaaS product’s ideal customer that you want to attract, engage, and ultimately convert. 

Having a clearly defined ICP can help to produce highly-effective content marketing campaigns because you’ll know who you’re creating content for and what are their primary pain points. 

With these insights, you can write SaaS content that acknowledges their pain points and presents your SaaS product as the solution.  

3. Audit your Existing Content

When it comes to SaaS content writing, publishing new content isn’t always the answer. 

This is especially true if you have already been publishing content for a while but not seeing your desired results. 

In such situations, auditing your existing content should take top priority. 

A content audit can help to assess the quality of your already published content and examine its performance over time so that you can know what works and what doesn’t. 

Apart from this, Google also prefers ranking websites that regularly update their existing content with new information. After all, you don’t want to keep linking to a 2005 research in 2024 or have large sums of broken links in your content.

The point is, when you do content audits on a regular basis, you’ll have a better idea of what types of SaaS content perform better in the present and what has become an outdated practice. 

4. Find High-Potential Keywords

Once you’re done auditing and updating your existing content with new information, you can plan to create new SaaS content for your business.

But before you get started with the SaaS content creation process, you need to figure out what your target audience is searching for and target those high-potential keywords. After all, if you don’t create content your target audience is searching for and interested in, all your efforts will simply go to waste.

5. Understand the Search Intent

To produce winning SaaS content, figuring out what keywords your target audience is searching for is not enough. You also need to understand the search intent behind every target keyword.

Understanding the search intent of your target audience is important because it helps to figure out what exactly they’re looking for when they input a particular keyword into a search engine like Google.

The search intent can be finding the right information (say, best tools for productivity), investigating something deeper (say, why use the Pomodoro technique for productivity), or simply making a data-driven purchase decision (say, comparing Asana with

Whatever the search intent may be for any particular keyword, you need to understand it and fulfill it with your SaaS content. 

To make things easier, just take the keywords one by one, put yourself in the shoes of your target audience, and try to understand what they are seeking by searching that particular keyword.

Chapter 4

Mistakes to Avoid When Producing SaaS Content

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Since our inception, we’ve worked with dozens of SaaS brands and produced thousands of articles for our clients.

And throughout this journey, we’ve identified a few top mistakes that must be avoided at all costs if you want to produce SaaS content that drives leads and signups.

Following are the four critical mistakes every SaaS company should avoid to maximize their SaaS content ROI.

Writing Only on TOFU (Top of The Funnel) Topics

The most common mistake we’ve seen many SaaS companies often make is writing SaaS content only on TOFU topics.

Essentially, TOFU is a stage in the sales funnel where your potential customers aren’t fully aware of their challenges or are aware enough to start searching for a relevant solution. 

Writing on TOFU topics is definitely a good idea as it can help to build topical authority and boost your brand awareness by placing your SaaS in front of a broader audience.

But since TOFU topics are highly popular, your competitors are likely to be writing on the same topics. This, in turn, can make ranking for those keywords quite difficult.

Plus, people who are searching for TOFU topics are not ready to make a purchase yet. They’re simply trying to find out what kind of solutions are available that can solve their problems.

On the other hand, if you write on MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel) topics, the competition will be comparatively low. Plus, people who are searching about MOFU and BOFU topics are one step closer to making a purchase decision in their journey.

The point is, you need to focus on writing SaaS content for all stages of the sales funnel instead of focusing on just TOFU topics.

Outsourcing The Entire Content Creation to Freelance Writers

Outsourcing end-to-end content creation to freelance writers is another common mistake SaaS companies make. 

Typically, SaaS companies hire freelance writers because they’re cost-effective. And in doing so, they often neglect the importance of research and quality by delegating all aspects of content creation to freelance writers. 

As a result, freelance writers end up choosing random topics based on their own understanding and fail to incorporate originality and your unique insights into SaaS content.

If you want to create exceptional SaaS content, it is critical to instill unique angles, ideas, and perspectives, which often require in-depth knowledge of your product’s features, USPs, and competitors.

This means that while you can hire freelance writers to produce content for your SaaS, it’s vital to convey your company’s expertise and your product’s competitive advantage as well as uniqueness to your writers so they can craft content that stands out.

Writing Generic Opening Statements and Introductions

Writing generic opening statements and introductions is another mistake every SaaS company must avoid maximizing ROI on their SaaS content. 

Avoiding generic opening statements and introductions in your writing is essential to capture and retain your reader’s attention from the start. Here are some tactics to ensure your introductions stand out:

  • Start with a Surprising Fact or Statistic: Grab your reader’s attention with an intriguing fact or statistic related to your topic. This approach sparks curiosity and sets the stage for deeper exploration.
  • Open with a Question: Pose a thought-provoking question to your audience. This encourages them to think actively about the subject and invest emotionally in finding the answer.
  • Share an Anecdote or Story: Begin with a brief, relevant anecdote or story. This adds a human element, making your content more relatable and engaging.
  • Highlight a Problem: Directly address a problem your target audience faces. This establishes relevance and empathy, showing readers you understand their challenges and have a solution.
  • Use a Quotation: Start with a compelling quote from a well-known figure in your industry. This can lend authority to your writing and pique interest in the subject matter.
  • Invoke the Imagination: Invite readers to imagine a scenario that relates to your topic. This creative approach can make complex information more accessible and engaging.
  • Present a Bold Statement: Make a bold or controversial statement to challenge common perceptions. This can stimulate debate and encourage readers to consider new viewpoints.

By employing these techniques, you can avoid generic openings and create introductions that captivate your audience, making them eager to read on.

Not Mentioning How Your Product Can Solve Readers’ Problem

Many SaaS companies shy away from directly promoting or even mentioning their products in content, adhering to a belief that SaaS content should solely focus on building brand awareness and earning potential customers’ trust through helpful information. While fostering trust and awareness is crucial, understanding that product promotion within content is not only acceptable but also necessary for a return on investment is vital for SaaS businesses.

The key is to weave your product into the content organically, ensuring it offers a solution to the problems faced by your potential customers. This approach allows you to align your content marketing efforts with business goals effectively, turning informative and engaging content into a powerful tool for conversion and customer acquisition. 

Chapter 5

SaaS Content Writing Best Practices

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Now that you know about the common mistakes to avoid in SaaS content, it’s time to talk about five best practices to keep in mind when writing SaaS content.

1. Ensure Clarity

As a SaaS company, it’s easy to talk in jargon when producing content for your business. 

But, it’s vital to understand that just because you’re up-to-date with all technical terms doesn’t necessarily mean your audience is as well.

For example, if you’re a SaaS company that offers email marketing automation products specialized for HR, your potential customers might be recruitment firms or HR managers of different companies. 

But just as you wouldn’t know about all complicated HR and recruitment terms, your potential customers might also not know about technical terms in your business.

So, it is better to keep your SaaS content jargon-free, simple, and easy to understand for everyone. 

2. Write in a Friendly Tone

As mentioned earlier, if you want to get maximum ROI from your SaaS content, you need to cut all the jargon and robotic tone. 

Writing in a friendly tone is like having a chat over coffee with your reader. It’s all about making them feel welcome and understood. Here are some tips to nail that friendly vibe:

  • Use Conversational Language: Write like you speak. This doesn’t mean sacrificing professionalism but choosing words and phrases that feel natural and approachable.
  • Personalize Your Message: Use words like “you” and “we” to create a connection. It’s like you’re talking directly to your reader, and you’re in this together.
  • Tell Stories: Everyone loves a good story. Sharing relevant experiences or anecdotes makes your writing more relatable and engaging.
  • Ask Questions: Pose questions to your readers. It’s a great way to invite them into the conversation, even if it’s a mental one.
  • Show Empathy: Understand your reader’s challenges and acknowledge them. It shows you’re not just talking at them, but you’re listening too.
  • Use Humor Wisely: A little humor goes a long way in making your writing feel friendly. Just be sure it’s appropriate for your audience and topic.
  • Keep It Positive: Focus on solutions and positive outcomes. A hopeful tone is more inviting than a doom-and-gloom approach.

By incorporating these elements, your writing will feel like a friendly conversation, making your message more memorable and impactful.

3. Highlight your Product’s Benefits

Highlighting your product’s benefits is about showing your readers how their lives will improve by using it. Here’s how you can make those benefits shine:

  • Understand Your Audience: Before anything else, know who you’re talking to. Understanding your audience’s needs, pain points, and desires allows you to tailor your message so that the benefits speak directly to them.
  • Feature vs. Benefit: While features are important, benefits are the real game-changers. Transform each feature into a benefit. For example, instead of saying “Our app offers 24/7 customer support,” say “Enjoy peace of mind with our 24/7 customer support, ensuring help is always a click away when you need it.”
  • Use Real-Life Scenarios: Illustrate how your product fits into your customers’ lives. Describing a day in the life of a user before and after your product can highlight the transformative benefits.
  • Employ Testimonials and Stories: Share stories or testimonials from real users who have experienced the benefits first-hand. This adds credibility and relatability.
  • Prioritize the Most Impactful Benefits: Identify the benefits that matter most to your audience and bring them to the forefront. If your product saves time, increases productivity, or reduces costs, make sure these benefits are front and center.
  • Be Specific: Vague claims won’t cut it. Provide concrete examples of how your product delivers benefits. Instead of saying “Our software improves efficiency,” specify “Our software reduces time spent on task X by 50%, allowing teams to focus on growth.”
  • Use Visuals: Infographics, charts, and images that illustrate your product’s benefits can be powerful. They make understanding the benefits easier and quicker for your audience.
  • Create a Sense of Urgency: Explain what your readers might miss out on if they don’t take advantage of your product. Highlighting the benefits in a way that creates a sense of urgency encourages immediate action.

By focusing on these strategies, you can effectively highlight your product’s benefits, making it irresistible to your target audience.

4. Keep your Content Quality Consistent

SaaS companies often have several different audience personas for their products. But that doesn’t mean the content needs to be written in a different tone of voice every time. 

In fact, it is critical for SaaS companies to keep the tone and quality of their content consistent for all buyer personas and across all channels. 

This is because consistency can help to establish a recognizable and cohesive brand image. This, in turn, can make it easy for your target audience to identify and engage with your SaaS brand on different platforms and channels.

To keep your content tone, voice, and quality consistent, create an in-depth style guide. It will help your in-house SaaS content writer or SaaS content agency to maintain your preferred tone, voice, and quality in all content they produce. Additionally, it will also help to ensure that there are no grammatical, spelling, or factual errors sneaking into your SaaS content.

Doing this is critical because even if SaaS content writing may not be your area of expertise, your target audience won’t take your brand seriously if your content quality is sloppy. 

5. Measure and Analyze Performance

Track the performance of your content through analytics to understand what resonates with your audience.

Utilize web analytics tools such as Google Analytics and Semrush to track the performance of your content. These tools can provide a wealth of data on user behavior, traffic sources, engagement rates, and conversion metrics.

Identify and monitor key performance indicators that align with your objectives. Common KPIs for SaaS content include page views, bounce rate, average session duration, lead generation rates, and the number of sign-ups or free trial starts attributed to specific pieces of content.

Beyond basic traffic metrics, delve into engagement data to understand how users interact with your content. Look at comments, shares, and time spent on page to gauge content relevance and quality. Tools like heat maps can also provide insights into how users navigate your content.

Direct feedback from your audience can be incredibly valuable. Use surveys, comments, or direct interactions to get insights into what your audience thinks about your content, what they find useful, and what could be improved.

Keep an eye on your competitors’ content strategies. Analyzing their performance can reveal gaps in your own content or highlight trends and tactics that resonate with your target audience.

Finally, use the insights gathered from your analyses to refine your content strategy. Test different approaches, formats, and topics to see what works best. Continuous optimization based on data-driven insights can significantly improve the effectiveness of your SaaS content over time.

By keeping in mind these SaaS content writing best practices, your content quality will automatically improve. However, it is important to produce the right type of SaaS content to increase your free trial or signup rates.

Chapter 6

Types of SaaS Content that Generate Highest Signups

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There are seven key types of SaaS content you can produce to maximize your signup rate.

1. SEO Content

SEO is the best source of high-quality traffic for SaaS companies. Research has already proven the same.

The best part? — SaaS SEO is fundamentally a content-led strategy.

Here, you essentially have to produce top-quality content that targets the right set of keywords and fulfills the search intent of your target audience.

Besides, since SEO content enables you to target informational and commercial keywords, you can easily relate to your potential customer’s pain points and mention your product as a potent solution. 

2. Product-Led Content

Product-led content focuses on showcasing the features, benefits, and unique selling propositions of your SaaS product. This type of content is designed to illustrate how your product stands out in the market and solves specific problems for users.

For instance, a blog post titled “How Our Time-Tracking Software Boosts Productivity for Remote Teams” would delve into the functionalities of the software, emphasizing features such as automated time tracking, integration with other tools, and detailed reporting. The goal is to educate potential customers about how these features directly contribute to solving their challenges, thereby encouraging them to consider your product as a solution.

3. Data-Driven Content

Backlinks are a critical ranking factor in SEO. One of the foolproof ways to acquire new backlinks is by publishing data-driven content. 

Data-driven content usually involves conducting original research, case studies, surveys, analysis, etc. about your industry and sharing the findings with your target audience.

Unlike other types of SaaS content, data-driven content enables a SaaS company to provide helpful and factual information that other website publishers and bloggers are likely to use in their content. 

When that happens, they almost always provide a reference by linking to the original source of information. This is how data-driven content automatically wins high-quality natural backlinks for you.

What’s more, data-driven content leverages statistics, case studies, and research findings to build credibility and trust with your audience. By presenting data that supports the effectiveness of your SaaS solution, you can make a compelling argument for its value.

For example, an infographic displaying “The Impact of Automated Customer Service on Customer Satisfaction Rates” could highlight statistics showing improved resolution times, increased customer satisfaction scores, and reduced operational costs associated with implementing your SaaS customer service platform. This type of content appeals to decision-makers who rely on solid data to make informed choices.

4. Pain-Point Content

Pain-point content allows SaaS brands to target BOFU (Bottom-of-the-funnel) keywords that focus on problems that their target audience is desperately trying to solve before making a purchase decision.

These keywords usually have low search volume but a lot of business potential. So by targeting such keywords with pain-point content, SaaS companies can drive tons of targeted traffic that easily converts into signups or leads.

Pain-point content directly addresses the challenges and issues that your target audience faces and positions your SaaS product as the solution. A series of blog posts or videos titled “Overcoming Common SMB Financial Challenges with Our Accounting Software” could explore various financial pain points small to medium-sized businesses encounter, such as cash flow management, invoicing, and budgeting. Each piece would demonstrate how specific features of your software provide relief and improvement, engaging readers by directly speaking to their struggles and offering a way forward.

5. Opinionated Content

As the name suggests, opinionated content basically focuses on presenting a unique and original opinion on a subject matter. 

Oftentimes, this type of content usually targets current trends, events, and newsworthy topics in a given industry.

From a business standpoint, writing opinionated content can help SaaS companies to build a reader base quickly compared to other types of SaaS content. 

The primary reason for this is that opinionated content allows you to position your SaaS brand as a subject matter expert, which is crucial for winning the trust of your target audience.

Secondly, when you build a loyal reader base for your SaaS brand, converting them in the future would be so much easier because sharing an original opinion will demonstrate that you actually know about a particular subject or industry.

Lastly, if people resonate with the opinions you share, they’re likely to explore more about your SaaS brand, and your product offering, and even sign up for a free trial. 

6. Topical Authority Content

Topical authority is one of the most important ranking factors in 2024 because Google now looks at a website as a whole and then decides if it’s a good fit to rank for its target keywords.

That means if your website does not have sufficient topical authority in the SaaS industry, it will be nearly impossible to rank for competitive keywords.

As a SaaS for the coworking industry, say, this could involve creating an extensive guide or whitepaper on “The Future of Work: Trends and Tools for Remote Teams,” where you discuss the latest trends, technologies, and strategies for effective remote work, subtly incorporating how your SaaS product fits into this future landscape. 

7. Conversion-Focused Content

Conversion-focused content is designed with the explicit goal of moving the audience towards making a purchase or taking a specific action. This could be a series of case studies titled “How Company X Achieved Y with Our Platform,” highlighting real-world successes of clients using your product.

Each case study would detail the challenges faced by the client, the solutions provided by your product, and the outcomes achieved, along with a clear call-to-action (CTA) encouraging readers to start their own success story by signing up for a free trial or demo. This content type uses storytelling to demonstrate value and effectiveness, making the path to conversion clear and enticing for potential customers.

It could also be in the form of easy-to-use templates relevant to your product. Smartsheet, for example, is a popular SaaS product that helps people with project management. And one of their biggest competitors is Microsoft Excel. 

To dominate this industry, Smartsheet regularly publishes conversion-focused content where they compile templates for a variety of tasks. 

If you check their blog, you’ll see posts such as SWOT Analysis Templates, Project Management Excel Templates, Employee Performance Review Templates, and so on.

Chapter 7

Best SaaS Content Writing Tools to Polish Your Pieces

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Content writing is unquestionably an essential part of any SaaS business’s content marketing efforts. 

But given the competition in the SaaS space, it’s not enough to write exceptionally good content. You must also invest in certain SaaS content writing tools to outpace your competitors’ content creation and publishing velocity. 

Here are the best SaaS content writing tools that we recommend investing in.

1. Google Trends

Every piece of content, be it SaaS or otherwise, starts with an idea, and that idea almost always begins with a keyword. 

Ideally, a keyword that gets the highest searches is what you should be targeting when you’re creating a piece of content. And that’s where Google Trends comes in.

Google Trends can help to check the popularity and frequency of a search term entered on Google Search and provide you with important information such as consumer interest, geographic location, and search volume index.

2. BuzzSumo

BuzzSumo is similar to Google Trends as it also helps you explore the popularity of different keywords and topics so that you can decide which ones are best to create a piece of content right now.

It’s a research tool that you can use to discover the most shared content online, which helps you to analyze and decide the right content ideas to target on your website.

Additionally, BuzzSumo is also a great tool for checking the performance of different types of content and the engagement they get on social media.

3. HubSpot Blog Ideas Generator

HubSpot is a comprehensive CRM platform that offers a huge variety of tools designed to help businesses attract, engage, and convert potential customers. 

One of their most popular tools is Blog Ideas Generator. As the name suggests, the tool helps you come up with the best topic ideas about your field to write content about. 

The way this tool works is pretty straightforward. You just need to input one to three nouns that accurately describe three topics of the industry you want to create content for. Based on this information, it will suggest five blog post ideas to start working on immediately.

In case you have already covered all or some of the ideas on your blog, you can just ask the tool to give you more related blog ideas.

4. CoSchedule Headline Analyzer

CoSchedule’s Headline Analyzer is another essential tool every SaaS business investing in content marketing should have at its disposal. 

It’s a free online tool that helps you write effective and click-worthy headlines for blog posts, articles, and other content formats. 

CoSchedule has developed a proprietary algorithm that analyzes each headline you input against several key factors such as length, emotional appeal, and word choice. When entering a headline to analyze, the tool generates a score between 0 to 100 along with a detailed analysis report of your headline’s strengths and weaknesses. 

Additionally, it also provides insightful suggestions on how to improve your headline score to increase its click-worthiness. 

Overall, it’s a great tool to analyze and compare different headlines to make your headlines more engaging and SEO-friendly.

5. Grammarly

Grammarly is a famous AI-powered writing assistant tool that can help to improve overall quality and clarity in content. It helps you detect and resolve grammar errors, and spelling and punctuation mistakes in your content. 

The free version of Grammarly also provides you with reading time, readability score, and word count along with the above-mentioned features. 

If you opt for the premium version, the tool gives you more detailed information on certain writing issues and provides suggestions for improvement such as better choice of words, missing prepositions, and wordy sentences.

The tool can be used on a variety of platforms such as Gmail, Microsoft Word, Google Docs, and social media platforms. 

6. Hemingway Editor

Named after the famous writer Ernest Hemingway, the Hemingway Editor is one of the best web-based editing tools out there that helps to improve clarity and readability in your writing.

The tool analyzes text for a variety of factors, highlights complex or lengthy sentences, and suggests simpler alternatives to make each sentence more direct and effective.

In addition, the tool also provides a readability score that indicates the grade level required to understand your written text. This can be extremely helpful if you’re writing on a complex subject but want to communicate your thoughts and message more concisely and clearly. 

7. Wordtune

Wordtune is another great AI-powered writing assistant that helps to improve your writing by providing helpful suggestions for restructuring and rephrasing your sentences. 

Just like Grammarly, Wordtune can also be integrated into multiple writing platforms such as Google Docs and Microsoft Word, and various email-based clients. 

In addition to the sentence structure level suggestions, Wordtune also gives extensive feedback on the overall flow as well as coherence of your writing. That means the tool can easily identify where transitions are needed between sections or paragraphs and offers ideas for overall content quality improvement. 

Simply put, Wordtune can help to effectively convey your thoughts and ideas by producing coherent and easily comprehensible content, which ultimately improves clarity and readability.

8. Copyscape

Copyscape is a plagiarism checker tool that helps to make sure that your content is original and unique. 

The tool basically compares your written content across the entire web to identify similarities. If any plagiarism is found, Copyscape highlights it in your content and provides you with the URL with the matching or near-match content.

Using Copyscape, SaaS companies cannot only make sure that their content is original and that no one is using their content without permission. This, in turn, can help SaaS companies to build a reputation as a thought leader in their industry, as original content is often seen as trustworthy and authoritative in the online world.

9. ChatGPT

Leveraging ChatGPT for content writing can significantly enhance your content creation process, but it’s crucial to use it wisely. While ChatGPT excels at generating ideas, offering feedback, and crafting concise descriptions, relying solely on it for content production — especially if it leads to the generation of low-quality, repetitive, robotic content — can be detrimental to your search rankings in the long run.

Thus, misusing AI tools for the sake of churning out content at scale, without a focus on quality, risks not just your reputation but also your visibility on search engines.

Viewing ChatGPT and similar generative AI tools as collaborators rather than shortcuts to game search algorithms is essential. These tools should augment your content strategy by providing initial drafts, helping overcome writer’s block, or refining your messaging, rather than serving as a one-stop-shop for all your content needs.

High-quality, user-centric content is the cornerstone of good SEO, and Google continues to refine its algorithms to reward sites that offer genuine value to their readers. By prioritizing the creation of valuable and relevant content, websites can expect to see an improvement in their search visibility, fully aligned with Google’s ongoing commitment to enhancing the user experience.

Chapter 8

3 Blog Formats That Convert Most Users for SaaS Products

There are several content assets and channels that you can leverage to boost your SaaS marketing strategy.

Let’s discuss the three blog types that help the most to convert your target audience into paying customers.

1. How-to Guides

How-to guides are essential in SaaS marketing, offering step-by-step instructions to help users maximize the value of a product. These guides tackle specific tasks, simplifying complex processes into manageable actions.

For example, a guide titled “How to Integrate XYZ Software with Your Daily Workflow” would walk users through the integration process, highlighting tips for seamless adoption and customization options to fit their needs. By providing clear, concise, and actionable steps, these guides not only enhance the user experience but also serve as a resource that customers can refer to long after their initial read. How-to guides underscore the practicality of a SaaS product, reinforcing its utility and indispensability in the user’s toolkit.

2. Evergreen Long-Form Blog Posts

Google loves long-form blog posts. And if you think about it, creating long-form blog posts makes perfect sense.

For starters, you can include in-depth information on any given topic, cover every aspect of the subject, and answer most of the questions your target audience might have.

Furthermore, when you create long-form blog posts on evergreen topics — topics that are likely to remain relevant even after a few years — you’ll definitely end up generating a steady stream of organic traffic.

Multiple studies conducted over the years have proven that long-form content tends to outperform short-form content.

A Semrush study, for instance, found that long-form content of over 7,000 words can generate up to 4 times more traffic compared to content of 900-1,200 words.

Backlinko, in its content analysis study of 912 million blog posts, also discovered that long-form content of 3000+ words gets an average of 77% more backlinks compared to short-form content of 1000 words or below.

Via these posts, you can delve deep into topics central to your niche, such as “The Ultimate Guide to Cloud Security” or “Improving Team Collaboration with Project Management Tools.” By covering subjects comprehensively, these articles become go-to resources, attracting traffic long after they’re published. They not only demonstrate a company’s expertise but also help in building a brand’s authority in its industry.

3. Comparison Posts

As the name suggests, comparison blog posts are usually about comparing two or more similar products with one another and evaluating them from different angles such as features, specifications, pricing, and use cases.

The goal of writing comparison blog posts is to win your potential customers who are currently researching their options in the market.

With comparison blog posts, you can shed the spotlight on the most important and core solutions that your product offers that your competitors’ products might not. 

For example, a post like “ABC vs. XYZ: Which Project Management Tool is Right for You?” helps potential customers make informed decisions by breaking down the features, pricing, pros, and cons of each option. These posts are particularly effective because they address the reader’s intent to purchase, guiding them through the decision-making process with (almost) unbiased, comprehensive information.

Chapter 9

5 Brilliant SaaS Content Examples to Emulate

SaaS content writing guide chapter 9 icon

Chapter 9 – 5 Brilliant SaaS Content Examples to Emulate

In order to attract, engage, and convert SaaS customers, your content needs to be top-notch. However, creating top-notch, impactful content every single time can be challenging. 

To help inspire your content creation efforts, we’ve compiled a list of SaaS content examples that you can imitate and take your content game to the next level.

1. How to Start Affiliate Marketing by ConvertKit

ConvertKit is extremely creative in its content marketing game. Their massive guide on how to start affiliate marketing was created by combining several articles on the topic. 

The result? — ConvertKit’s guide on Affiliate Marketing is one of the best educational resources on the world wide web. 

Creating such super guides can be incredibly helpful for SaaS companies as it helps to attract a huge number of potential customers and keeps them engaged on the site for longer. 

Similarly, you can also either come up with a super detailed guide on an important topic in your industry or simply combine multiple articles on the same subject into a super guide. 

2. 6 Steps to Creating Testimonials That Drive Sales by Hotjar

Another great example of SaaS educational content is Hotjar’s blog post on 6 Steps to Creating Testimonials That Drive Sales. Its overall content layout and structure is crystal clear. 

The blog post basically starts by emphasizing the importance of showcasing the customer’s experience in testimonials. Furthermore, the post also suggests to include specific details about customers’ experiences to make your testimonials more convincing. 

Overall, the post gives an invaluable framework for creating in-depth, actionable SaaS content that resonates with the target audience and boosts engagement.

3. How Cracku Increased Conversions by 300% Using Countdown Timers by OptinMonster

As you can already guess from the headline, this is an example of data-driven content. OptinMonster has certainly nailed it with the post’s headline. 

The concrete data in the headline adds a shock value that drastically increases the click-through rate. 

However, the headline is not the best part. The best part is its combination of story-telling and data and screenshots of their SaaS product in action.

Just like OptinMonster, you should also consider creating content that highlights the most dramatic results your SaaS product has helped your customers achieve. This will help to build a strong trust foundation and boost your sign up rate at an unprecedented pace. 

4. Always Up-to-Date Guide to Social Media Image Sizes by Sprout Social

If you want your SaaS content to remain relevant, you must refresh it regularly with the latest information. Sprout Social has done this perfectly with their Always Up-to-Date guide on social media image sizes.

If you read their content, you’ll notice that not only is it a super lengthy post covering every social media platform out there, but it’s also a high-utility piece that can come in handy from time to time.

Basically, what they have done is they picked an evergreen topic in their industry and created a super helpful resource that every SaaS company’s marketing team can look up to every time there is an update.

Just like Sprout Social, you can too consider creating such a cheat sheet on an evergreen topic in your field and keep refreshing its content with new information to keep it relevant and engaging.

5. The Ultimate List of Marketing Statistics by HubSpot

When it comes to creating SaaS content, you can never go wrong with an ultimate list of relevant industry statistics post. 

People in the SaaS industry tend to go back to such statistics posts all the time, especially when conducting market research. Though anybody can slap together a statistics post, you must update it continuously to keep it relevant and engaging.

HubSpot clearly nailed this aspect in their marketing statistics post. By updating the post with new studies and statistics, they have successfully acquired an insane amount of contextual and high-quality backlinks as a result.

If you too want to generate similar results for your SaaS product’s website, you should most certainly consider creating such type of content.

Key Takeaway – SaaS Content Writing is a Long-Term Investment

Content writing has proven to be an extremely effective and rewarding marketing medium for SaaS companies. However, creating SaaS content that drives the desired business results is not an easy feat. 

If you’ve never produced SaaS content before, it’s probably best to bring in the experts to help you with that. Being a SaaS-focused content agency, Growfusely can help you produce high-quality, engaging, and results-driven content for your SaaS company that’s optimized for getting endless reads (and leads!). Get in touch with us to discuss your SaaS content writing needs.

Source: Semrush, Backlinko

Pratik Dholakiya

Pratik Dholakiya is the Founder of Growfusely, a SaaS content marketing agency specializing in content and data-driven SEO.

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