March 7, 2023

The Best Ideas for B2B SaaS Content Marketing

B2B SaaS content marketing

B2B SaaS content marketing has become a crucial element for SaaS companies. Content creation is the most effective way to promote SaaS products, communicate their benefits to the target audience, and convert them into paying customers. Content writing is essential for educating the audience about the product's features and functionality.

Sara Rendón
Content Strategist

B2B SaaS content marketing creation is becoming an increasingly vital component of SaaS companies. The reason for this is straightforward. Content creation is the most effective method for promoting your SaaS product, communicating its benefits to your target audience, and converting them into paying customers. Indeed, you could always invest in paid advertising, such as Google Ads

But if you want potential customers to discover your SaaS product organically, you must regularly publish content. In addition, hiring a SaaS content writer will be considerably less expensive than investing in conventional advertising. 

Moreover, how will you otherwise educate your target audience about your SaaS product? 

Perhaps you wish to instruct your users on how to use a particular feature. Or perhaps you wish to demonstrate how your SaaS product operates to your target audience. SaaS content writing is the best way to attract the appropriate audience, educate them about your product, encourage them to try it out, and ultimately convert them into paying customers. 

However, writing SaaS content is not a simple task. To create superior SaaS content for your product, you must comprehend what producing content for SaaS actually entails.

What is SaaS Content Development? 

SaaS content writing is the process of communicating, educating, and demonstrating to your target audience how they can use your product to solve their problems. It should emphasize how your product simplifies their lives. And why they should utilize your product instead of wasting time, effort, or money on alternatives. 

In a nutshell, content is an essential element of modern SaaS marketing strategies. It enables SaaS businesses to expand brand awareness, boost conversions, and increase business revenue. 

Content Writing for SaaS versus Other Types of Content Writing 

B2B SaaS content marketing is fundamentally distinct from other forms of content writing due to its purpose. 

As previously explained, SaaS content writing assists in demonstrating to readers how your SaaS product operates. In contrast to other types of content writing, the primary objective of SaaS content is to convert readers into paying customers over time. if you are unsure of how to accomplish this, consider the following advice the next time you create content for your SaaS product: 

  • Emphasize what distinguishes your product from those of your competitors. 

  • List the pain points that your product can alleviate for your target market. 

  • Mention the core features of your product and the primary advantages of using your SaaS offering. 

  • Mention the extent to which your product is innovative. 

  • Describe any additional product applications that your intended audience may not be aware of. 

Later in this post, we will discuss a few more advanced and potent tips, as these are just the basics. Now let's examine why you must prioritize content creation for your SaaS business. 

Why should you prioritize content creation for your SaaS business? 

According to data from Crunchbase, there are currently over 24,000 SaaS companies in the world. In the last year alone, approximately 300 new SaaS companies were launched globally. Almost every day, a brand-new SaaS company enters the industry. 

This data demonstrates conclusively that the SaaS industry is becoming increasingly competitive. 

If you want to survive among more than 24,000 SaaS products vying for the same customers as you, you must aggressively market your SaaS product, preferably through content writing. 

Hubspot is the ideal illustration of this. Throughout its 15-year history, the company recently reached the 100,000 user mark. 

Beginning with 5 Powerful SaaS Content Writing Tips 

Content creation can provide numerous advantages to growing SaaS businesses. If you are unsure of how to proceed, here are a few effective suggestions. 

1. Keep things simple 


To produce high-quality content, SaaS writers must focus on the reader and emphasize how they will feel after using the product. 

Instead of focusing on the product, prioritize the potential customers in your content. 

As previously discussed, the purpose of B2B SaaS content marketing is to inform, engage, and inspire your target audience (preferably through storytelling) about how your product can solve their problems. 


2. Always keep your intended audience in mind. 

Take the time to comprehend the topics in which your audience is most interested so that your written content will easily resonate with them. 

Consider what your target audience may be seeking when searching for a solution comparable to your SaaS product, and create content around those topics. Additionally, determine where your target audience typically seeks assistance. Once you've identified the optimal location, you should present your best content there. 

In other words, planning where to publish your content is as important as the content itself.. 


3. Conduct Extensive Keyword Research 

 Keyword research is a vital component of any SaaS content strategy. In fact, keywords are the only reason your content appears in Google's search engine results pages. And if you do not include the appropriate keywords throughout your content, you will fail to attract the intended audience. And the majority of your efforts will be wasted. 

This is the number one reason why you must identify the keywords that your target audience uses most frequently on Google and ensure that you include relevant keywords throughout your content. 

For example, if your SaaS company sells yoga and fitness center management software, you could compile a list of fitness, wellness, etc.-related keywords. And once you've compiled the list of keywords to include in your content, you can begin writing blog posts with those keywords in mind. 


4. Demonstrate how your product appears in use  

When writing content for your SaaS product, it is not enough to explain how your software can solve the problems of your readers. You must also demonstrate its problem-solving abilities in action. 

Include screenshots, GIFs, interactive product tours, and product videos in your content in order to implement this capability. 

Multiple studies have demonstrated that videos can increase the amount of time spent on a website by more than 100 percent. 

As for screenshots and GIFs, you can simply indicate where each feature of your SaaS product is located on the screen to ensure that your readers are viewing everything correctly. This is particularly important when writing How-to blog posts; more on that later. 


5. Maintain a Consistent Content Tone and Overall Presence 

When writing content for your SaaS product, be sure to maintain a consistent voice, tone, and overall content quality. You may have distinct buyer personas, but be consistent with your brand's voice and tone. 

If you are outsourcing your content task to a freelance SaaS content writer, it is advisable to provide them with a brand style guide. This will help your content creator understand and maintain your brand's voice, tone, and style across all content they produce for you. 

Regarding the online presence of your content, it is crucial to maintain consistency in order to establish credibility with your target audience. 

In other words, a frequently updated blog can convince SaaS customers that your product is continuously evolving. 

While publishing a new blog post every day is not required, it is highly recommended. However, be sure to maintain a consistent publishing schedule to keep it regularly updated.

Three Types of Blogs That Convert the Most Users to SaaS Products 

Though there are numerous blog types to choose from, only a select few can help you expand your SaaS customer base. Consequently, you can leverage a variety of content assets and channels to enhance your SaaS marketing strategy. 

Let's talk about the three types of blogs that actually help convert your target audience into paying customers and must be rotated frequently. 

1. How-to Manuals 

Customers of SaaS are always searching for solutions to the problems they face in their daily operations.  Therefore, writing how-to Guides is a great way to capitalize on this trend. 

All you need to do is identify the fundamental issues that your target audience faces, and then create a series of how-to guides that provide actionable solutions. 

Assume, for instance, that you sell a tool for graphic design. In this instance, your target audience is likely to be searching for various methods of creating and editing graphics, advanced graphic design concepts, etc. 

Now that you've identified the most prevalent problems of your target audience, you can create how-to guides on those topics and offer actionable solutions through your content. 

2. Evergreen Long-Form Blog Posts 

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

To begin with, you can provide in-depth information on any topic, cover every aspect of the subject, and answer the majority of questions that your target audience may have. 

Moreover, when you create long-form blog posts on evergreen topics — subjects that are likely to remain relevant even after a few years — you will almost certainly generate a steady stream of organic traffic. 

3. Comparative Posts 

Comparison posts are one of the most recommended blog types for SaaS businesses. First, they can aid potential customers in making informed decisions. 

Comparison blog posts typically compare and evaluate two or more similar products from a variety of perspectives, including features, specifications, pricing, and use cases. 

The purpose of comparison blog posts is to attract potential customers who are currently researching their market options. With comparison blog posts, you can highlight the most essential and fundamental solutions that your product provides that your competitors' products may not. 

Writing for SaaS is a Long-Term Investment 

Content creation has proven to be a highly effective and lucrative tool for SaaS businesses. However, producing SaaS content that produces the desired results is not a simple task. 

If you've never produced SaaS content before, it's probably best to seek assistance from experts. Growfusely, as a content agency specializing in SaaS, can assist you in producing high-quality, engaging, and results-driven content for your SaaS business that is optimized for endless reads (and leads!).

Final Thoughts 

B2B SaaS companies should consider content creation as an integral part of their marketing strategy. By investing in SaaS content writing, you can effectively promote your product, communicate its benefits, and convert potential customers into paying users. 

Regularly publishing content can also help your product get discovered organically and be a cost-effective alternative to traditional advertising. Additionally, SaaS content writing can educate your target audience about your product's features and functionality and attract the appropriate audience. 

To create superior SaaS content, it's essential to understand the process of producing content for SaaS and work with experienced writers who can help you achieve your marketing goals.

If you're looking to enhance your B2B SaaS content marketing strategy, we can help. Book a strategy call today and let's discuss how we can take your content marketing to the next level.

Alex Hollander B2B SaaS Marketing Specialist

Accelerate your B2B SaaS growth now