Content writing is without a shred of a doubt the thing that holds together the structure of Software as a Service (SaaS). High quality content helps turn onlookers and passive individuals into ones that shell out money for the ever elusive value. Writing SaaS-specific content doesn’t come as naturally easy as some would like to believe. Clever approach, deep understanding of the audience, and ability to boil down complex things into something of simplicity and meaning are all essential components.
To help you nail your SaaS content game, we have come up with proven best practices and critical mistakes to shy away from.
Connect People More Efficiently By Mastering Content Writing For Saas
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Understand the Audience you’re writing for
SaaS customers come in various forms and sizes. Startup founders, IT managers, marketing teams, and even non-technical users to name a few. What these people need and want is the main consideration for content that will end up resonating with readers.
Develop Buyer Personas: Initiate things by identifying the core groups of people who will likely reap the benefits of your product. If you are selling project management software, relevant personas could be team leaders who need to organize workflows. Freelancers who are juggling multiple clients are also a possible outcome.
The fact of the matter is that your content should line up with their priorities and pain points.
Address those Pain Points Directly: Zero in on the challenges that audiences face. Use of empathetic language is something that will never leave you on the wrong side of things. The goal is to convey that you understand struggles the target group is facing.
Take this for instance – instead of simply listing features – go the extra mile and explain how those features make work easier and more productive.
Learn from Feedback: You’d be astonished to know that content strategy can also be guided by feedback from current customers. Testimonials and user questions have the way of pointing out gaps in your messaging.
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Being Value-Driven will get you Far
In the context of SaaS, value will take you far. Audiences have a far shorter span when reading stuff on the web and if they do not perceive immediate value in your writing, they will set their eyes astray and move on. Thus, you need to educate, solve problems, and provide actionable insights that the target group can take away.
Educational Resources: Specific solutions to specific problems! This is the exact thing SaaS audiences are after. Suppose you are marketing a customer support platform, what do you reckon? What will set you apart when writing a related blog to this?
A topic like ‘How to handle High Support Ticket Volumes?’ positions you as an expert. The ability to subtly hint and introduce specialties of your product doesn’t hurt either.
Content that Educates and Converts: Call to action have their place when it comes to SaaS, but you should not outright shoot for the hills, subtlety goes a long way. Put education value on top of this and you’ve got a winning combo that will hit the knockout punch. In practice, a guide on ‘Improving Team Collaboration’ could also include examples how your SaaS tool helps ease up communication. The approach builds trust and gently steers readers to that conversion funnel.
Long Term Benefits: You know what people want – something that will last them a while. Just think about it, when you are deciding on say buying a smartphone – one likely scenario that you will think about is how many years can this beast last. Updates and security patches are a major part of consideration in the buying experience. Same goes for SaaS too –immediate problem-solving will only get you so far – long-term outcomes also need thinking over.
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Optimize for SEO
Potential SaaS customers (like most anyone on the web) start their journey with a search in Google. Search Engine Optimization (SEO) then becomes a critical part of SaaS content.
Tools like Ahrefs, SEMrush, and even Google Keyword Planner help to identify keywords audience is searching for. Use both short-tail keywords (e.g., SaaS marketing) and long-tail keywords (e.g., How to improve SaaS marketing strategies). You’ll immediately notice how you can target users at different stages of the sales funnel.
Some Common Mistakes To Avoid For Better Saas Content Writing
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Overtly Promotional Writing
Nobody likes to think they are being pandered to and the fastest way to lose audience interest is by being too salesy. The SaaS audience is never looking for a hard sell. What you should instead be doing is educating your instance.
Write about industry best practices and with just a faint touch show how your product fulfills those criteria. Yet another likelihood is to use testimonials. Let your existing customers do all the talking – it won’t sound too self-serving that way and is also ethical.
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Neglecting the User Journey
Initial awareness to the final purchase, the user journey of a user has these stops. Your content should lead readers’ through the decision0making process.
Aim for educational content that introduces your audience to pertinent concepts. For example, ‘What is API Management?’ explains foundational ideas without going into product specifics.
Having options is also a great advantage. So, develop comparison guides, case studies, or product explainers which will help users evaluate their presented options.
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Overlooking Data and Analytics
Ever had this thought pop up in your head – what if I was to drive blindfolded? It’s impossible just thinking about it, right? Well, that’s what you are subjecting readers to when writing without measurement.
The internet is chock full of useful tools like Google Analytics, HubSpot, or Hotjar. They help in monitoring:
- Page Views
- Bounce Rates
- Time spent on Page
- Conversion Rates
Moreover, we suggest identifying underperforming content and figure out why it’s not connecting with readers. ‘Hindsight is a wonderful thing.’
Conclusion
Learning how to pen down SaaS content is not easy but the benefits that come with it just shoot your writing through the roof and into the collective minds of readers. And, bam you’ve struck a connection!
No matter if it’s a blog, case study, or white paper, your main purpose is to inform, motivate, and enable your audience. Treat your content with compassion and accuracy. Writer’s block? More like writer’s SaaS-cess! (We’ll see ourselves out…).
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