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The Definitive Blogging Guide for SaaS Companies

Julia McCoy
Monday, 7th Aug 2023

SEO has been proven to be one of the best tools for SaaS businesses. Most SaaS (Software as a Service) companies generate leads from blog content they publish on their sites.

According to Content Marketing Institute, 92% of marketers look at content as a very important asset in the B2B world. Content is the easiest way for SaaS brands to connect with customers and convert them into users — which is why 85% of the world’s biggest SaaS brands have some sort of blog presence.

Companies with SaaS business blogs also see much higher growth than companies that do not prioritize content marketing. In fact, one SaaS company that sells government documentation software achieved a 501% ROI just from content alone, translating to $547,000 in sales!

If you aren’t blogging yet, now is the time to start. In this blogging guide for SaaS companies, you will learn the best practices and strategies for creating and maintaining a business blog in the SaaS industry, including:

  • How SaaS firms can acquire customers through SaaS marketing blogs.
  • What types of blog posts are beneficial for SaaS startups.
  • How to leverage SEO and social media to increase visibility.

Table of Contents:

What is a Saas Blog?

There are a lot of SaaS companies that rely on SEO for their lead generation. In fact, on average, a SaaS company spends $24,000 to $48,000 on basic SEO.  And their major focus is SaaS sales blogs. 

A SaaS blog provides educational and informational content related to the respective niche of the SaaS business. 

The goal of a SaaS blog is to help clients understand how they can best utilize the software while also providing tips on product adoption, user onboarding, product growth, customer retention, and more. 

After all, educating people and helping them to grow is the best marketing strategy for SaaS businesses as their growth is directly proportional to their client’s growth.

Source: Semrush

Why Are SaaS Companies Blogging?

SaaS companies are blogging for a number of reasons. The most important one is that it can help to drive organic search traffic and leads. 

According to a benchmark report, 83% of SaaS product blog traffic comes from organic search results. 

big blogs get most traffic from organic search - animalz

Source: Animalz

Additionally, businesses with blogs generate an average of 67% more leads monthly than those without one.

Moreover, blogging is cost-effective compared to other marketing channels since once written and published, an article can continue generating views and leads for months or even years at no extra cost. 

In fact, many content teams now focus on refreshing old blog posts to keep the content relevant. A study of 150 top-performing SaaS brands found that 98% had their own blog – proving its effectiveness as a marketing tool for these companies.

The best SaaS product blogs have achieved tremendous success due to the amount of effort put into them by SaaS bloggers. They receive millions of readers each month and dominate the rankings on SERPs.

Blogging Guide for SaaS Companies

By creating engaging blog content that provides valuable information, SaaS bloggers are able to build trust with their audiences, generate leads, and attract potential customers who may not be familiar with their products or service.

The top SaaS writers create content that focuses on the needs of their target audience while offering a tangible benefit. 

For example, an article about how a particular software solution can improve workflow in a specific industry could be helpful for businesses that are looking for ways to streamline their operations.

In addition to creating a business blog, leading SaaS companies also establish a strong presence on social media so they can promote their blogs, sharing links regularly while adding hashtags to drive visibility.

Finally, email newsletters are another way to get people interested in what you are offering. Sending out weekly summaries featuring some of the best articles from recent weeks can keep readers engaged long-term.

By gaining insight into the wants and needs of your target market, you can create content that appeals to your SaaS customers. But which types of content are most effective for SaaS blogs?

Types of Blog Posts That Can Help SaaS Companies

SaaS companies can benefit from creating blog posts that engage and educate their target audience. From informative tutorials to thought-provoking industry commentary, there are a variety of types of blog posts that can help SaaS companies reach potential customers.

Here are some ideas for your SaaS blogging strategy.

1. How-To Tutorials

This type of blog focuses on step-by-step instructions on how to use your software or complete tasks related to the software’s capabilities. These articles help customers quickly become proficient with your product or service. For example, you could write a tutorial on “How to Create Custom Reports with [SaaS Platform]” or “Getting Started with [SaaS Solution”.

2. Industry Commentary

Industry commentaries should also be part of your SaaS content strategy. Show off your industry knowledge or offer insights into trends and news stories that are relevant to your niche. Offer thoughtful analysis and opinion pieces about current events such as recent developments in data privacy laws or new technologies like artificial intelligence (AI) that impact SaaS solutions.

3. Case Studies and Testimonials

Showcase successful implementations of your product with case studies featuring customer testimonials about how it has helped them achieve their business goals. Doing so will give prospective customers real-world examples they can relate to when considering whether your solution is right for them.

You could include metrics such as cost savings achieved and increased productivity levels if this information is available from past clients.

4. Feature Spotlights

This type of business blog highlights the best features of your SaaS products. Discuss its benefits and applications through detailed explanations and examples to convince buyers why they should choose your solution over the competition.

A feature spotlight post might focus on topics such as “The Benefits of Automating Your Blog” or “What Makes Our Security Features Stand Out”.

5. Tips and Tricks

Tips and tricks posts often contain practical information which users may not be aware of. One example topic for this type of blog content would be “10 Time-Saving Tips When Using [Our Software].”

Creating a SaaS content strategy with a mix of these blog types can give your company a massive boost in terms of readership and SERP ranking.

Now let’s dive into how you can create compelling material for your SaaS blog.

3 business blogging statistics you should know, from Finances Online.

Create Engaging Content for Your SaaS Blog

One strategy for creating engaging blog articles is to use storytelling in your posts. People love stories, so using anecdotes or case studies can be effective in conveying messages and inspiring readers.

Stories should be relevant to the topic at hand and provide useful information or lessons learned from real-life experiences. Stories should possess a logical progression, with an introduction, development, and conclusion that allows readers to follow the story’s trajectory.

Another way to create engaging content is by adding visuals to your blog articles. People love pictures, so use images, videos, infographics, and GIFs whenever possible.

Visuals break up text blocks and make it easier for readers to understand complex topics quickly. They also add visual interest which helps draw attention from viewers who easily get bored with long-form content.

When writing a blog for SaaS services, speak the language of your reader. You can gain insight into your customers from surveys and other forms of feedback. This way you can compose blog posts that address their concerns – making sure everything remains both informative and engaging.

You can use idioms, colloquialisms, humor, and slang where appropriate. This humanizes the interaction between brand and customer which helps build trust and loyalty.

Finally, keep SEO in mind when blogging for SaaS companies. Keywords play an integral role in driving organic traffic back to your site. Research popular terms in your niche and sprinkle them in your titles, headers, meta descriptions, and image alt tags.

Building backlinks from high-authority websites helps improve overall rankings since Google considers them an important factor in determining page relevance and importance. Having multiple sites linking back to your page also increases your chance of receiving referral traffic. Make sure all links are working properly and pointing to valid sources or other related articles on your website.

After publishing your blog post, it’s time to get the word out. Maximizing the reach of your blog on social media can help draw in a larger crowd.

How to Promote Your SaaS Blog on Social Media

Social media can be a powerful way for SaaS companies to get in touch with prospective buyers and promote their blogs.

How do you increase visibility on social media and drive traffic to your SaaS blog?

Create Shareable Content

The content you post on social media should be engaging, shareable, and informative. When creating posts, think about what would make people want to click through or share with their friends and followers. Include relevant hashtags that will help your content get more visibility in searches.

Interact with your audience by responding to their comments and queries quickly. This will foster relationships and generate loyalty from existing customers while attracting users who may become future clients.

Use Visuals

Visuals such as images, videos, infographics, and GIFs are more attractive than text, so they have a more powerful impact when it comes to engagement rates. Post eye-catching visuals along with links back to your blog to encourage readers to learn more about what you are offering.

Automate Social Media Marketing

Make use of tools such as Hootsuite and Buffer to quickly distribute your content across all social media platforms. By scheduling posts, you can promote your content simultaneously on multiple platforms without any human intervention, allowing you to maximize visibility and attract more potential customers.

Join Discussion Groups

Additionally, consider joining social media groups related to your niche so you can participate in discussions and connect with people who may be interested in your SaaS solution. Utilizing these platforms will allow you to maximize your reach and visibility while optimizing for keywords that will drive more traffic and potential customers to your blog.

Track Performance Metrics

Finally, keep track of performance metrics such as likes, shares, and comments regularly so you can see which posts are performing well and which ones need improvements.

By leveraging the power and reach of social media, SaaS businesses can effectively reach their target interest group and amplify their blogs’ presence.

FAQs – Blogging Guide for Saas Companies

How to blog about SaaS?

When blogging about SaaS, it is essential to emphasize the needs of your customers and how your product or service can address their issues. Identify what makes your software unique and highlight its features in a clear way that resonates with readers.

Use keyword research to identify relevant topics related to SaaS, such as pricing models, industry trends, user experience, and best practices, then create content around those topics.

Include visuals like screenshots or videos whenever possible. This will help engage readers and keep them interested in learning more about your product or service.

What should be avoided while establishing a blog for the company?

First, do not use blogging as an advertising platform. A business blog focuses on providing quality content that adds value to readers.

Second, stay away from manipulative techniques such as keyword stuffing and link spamming. Search engines will penalize your blog if you do that.

Finally, do not plagiarize someone else’s work. Plagiarism is the best way to lose credibility with readers and search engine algorithms alike.


This blogging guide for SaaS companies has outlined how to create and execute an effective business blog. One of the best ways for SaaS companies to reach their target audience is through content that resonates with customers.

With the proper implementation of SEO techniques and leveraging social media platforms, companies can increase the visibility of their blogs and build brand recognition among potential customers.

By following these best practices outlined in our blogging guide for SaaS companies, B2B companies are sure to find success in their digital marketing efforts.

Written by Julia McCoy

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