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SaaS Blog Writing: Content That Converts

Julia McCoy
Wednesday, 3rd Jan 2024
Julia McCoy
5 min read · Jan 11 2022
saas blog writing

If you’ve ever written SaaS content, you know that SaaS blog writing isn’t just about tech speak. SaaS blog posts are an art form that demands more than textbook knowledge — it’s where creativity meets conversion.

Crafting the perfect SaaS blog post is a bit like assembling a complex puzzle. Each piece must fit precisely to capture attention, engage readers, and drive action. In the bustling world of Software as a Service, your content not only needs to shine but also resonate with a very specific audience: savvy professionals hungry for solutions.

SaaS blog writing is more than just sharing software knowledge; it’s an intricate dance between education and persuasion. To stand out, you need more than just informative content — you need stories that spark curiosity and provide real value. This can position your brand as an authority while fostering trust among potential customers.

With countless blogs vying for attention, your SaaS blog has to quickly demonstrate its worth or risk being lost in the shuffle. But fear not! By understanding what makes SaaS readers tick and honing your narrative skills, you’ll be well on your way to creating compelling content that not only gets read but also acted upon.

Stick around because we’re diving deep into strategies that transform SaaS blogs into buzzing hubs of conversation and insight.

Ready to make some noise?

Table Of Contents:

How the SaaS Business Model Impacts Your Content

The Software as a Service (SaaS) industry is unique in its operation and customer engagement. This distinctiveness extends to how it approaches content marketing strategy. Unlike traditional product-based businesses, SaaS companies offer services that are intangible, subscription-based, and continuously updated.

This difference necessitates an adjustment in your content creation approach. Here’s why:

  • User Education: SaaS products often require users to learn new systems or processes. Your blog should therefore serve as an educational tool providing tutorials, guides, FAQs, etc. to make adoption easier for your customers.
  • Product Updates: SaaS products evolve constantly with regular updates and feature additions. Hence blogs need to keep users informed about these changes – what they are, how they benefit users, and how to use them effectively.
  • Customer Retention: In a subscription-based model like SaaS where churn rates can be high, maintaining customer satisfaction is crucial. Blogs that provide value beyond just selling help build stronger relationships leading to higher retention rates.

Keep these things in mind when creating content to ensure that you’re meeting the needs of your audience as well as your business goals.

Crafting a SaaS Content Strategy

Aligning your content with the subscription model and customer retention that shape the unique SaaS space isn’t just smart; it’s essential.

Your readers are in it for the long haul, much like how SaaS businesses bank on keeping customers around beyond those crucial 18 months to recover acquisition costs.

To engage readers, you need a clear picture of what sets your service apart from countless others out there.

The secret sauce? It lies in crafting a SaaS content strategy that mirrors the strengths of a subscription-based framework — think reliability, constant innovation, and impeccable support.

Tailor each piece to show how you’re not just another software option but an evolving partner committed to growth —both yours and theirs.

Recurring payments and customer retention aren’t just buzzwords; they’re cornerstones in crafting your narrative. How businesses buy software tells us these factors demand ongoing dialogue through updated blogs addressing evolving needs while reminding clients why they swiped right on you initially.

Identify Your Target Audience’s Pain Points

The first step in SaaS blog writing is pinpointing what keeps your audience up at night — also called pain points.

Before you start writing SaaS content, put yourself in their shoes. Are they having difficulty navigating complex data or simplifying workflows? Offer solutions based on firsthand experience.

Understanding how businesses buy software can guide your writing process here, making every word hit close to home for potential customers searching for answers only you can provide.

Addressing pain points is more than just selling software; it’s about building trust by showing that you genuinely understand their problem and that your expertise is the best solution. So don’t shy away from weaving real-life examples into your posts.

Wrap up each post leaving no question unanswered yet inviting further discussion — an inbound marketing tactic designed not just for nurturing leads but building communities anchored by shared experiences.

Create Compelling Content That Converts

Sure, over 77% of internet users read blog posts. But why should they read yours?

Quality matters here. To keep readers hooked, mix simple language with just enough technical jargon to show expertise without overwhelming them.

It’s like explaining rocket science using kindergarten crayons – complex concepts; approachable execution. And if done right? Trust me, prospects will notice and trust will build faster than a Lego skyscraper at a kids’ convention.

Compelling content is not just about persuading someone once; it’s about creating such magnetic pull that prospects keep coming back for more until trust turns them from casual browsers into loyal subscribers or even evangelists for your brand.

Infographic courtesy of DemandJump

Types of SaaS Content Writing

So you want to start SaaS blog writing. Here are the five most common types of SaaS content that software companies can leverage to their advantage.

1. Case Studies

Case studies are powerful tools for demonstrating how real customers have used your product successfully. By highlighting tangible results and featuring genuine customer experiences, case studies serve to convert potential customers while reassuring existing ones about their choices.

The time and effort invested in crafting detailed case studies often yield significant returns when it comes to bottom-of-the-funnel content aimed at driving purchases. Therefore, including them in your SaaS content strategy is highly recommended.

Here are some of the case studies we’ve published on our blog, showcasing how our product has helped clients exceed their goals.

2. Checklist Posts

List-based blog posts or checklist posts are another common type of SaaS content that offer step-by-step guides or action items designed to help readers accomplish specific tasks or objectives. They’re relatively easy to write and may face less competition when it comes to ranking on search engine result pages (SERPs).

One example is Shopify’s e-commerce checklist to launch an online store which simplifies complex processes with actionable insights through its step-by-step model.

Below are a few more examples from our blog:

3. Product Comparison Lists

A third type of SaaS content is the product comparison review which compares your product against other alternatives available in the market.

Product comparison blog posts help prospective users understand where you stand among competitors, thereby influencing purchase decisions.

Here’s how we pitted our product against the competition:

4. Statistics Posts

When it comes to effective content marketing strategies, statistics posts hold a unique position. They are not only informative but also serve as an excellent tool for link-building without requiring you to hire a specialized agency.

Statistics posts are essentially listicles that compile and present industry-specific figures or data. What makes them so powerful is their ability to provide valuable insights in a digestible format. Readers love these types of articles because they offer quick access to relevant information about trends, market shares, user behavior, and more.

Beyond just being reader-friendly though, statistics posts can be potent tools for SEO. When well-researched and accurately presented, these posts can attract backlinks from high-authority sites within your niche which significantly boosts your site’s domain authority.

Here’s an excerpt from a blog post I wrote on Top Content Marketing Statistics for 2023: Trends & Insights.

5. Reports

In the realm of SaaS, data is king. The ability to leverage this data into actionable insights can be an invaluable asset in driving your product’s growth and success. One effective way to achieve this is through generating reports that present these valuable insights or market trends relevant to your SaaS product’s niche.

SaaS content writing that involves in-depth reports requires a massive amount of time and resources. This might seem like a daunting task at first glance, but when done correctly, it offers significant benefits.

Blogs like Influencer Marketing Hub, Content Marketing Institute, and HubSpot publish annual reports on the state of marketing of that particular year. These types of studies not only enhance credibility within the sector but also among their targeted audience base.

Reports provide an opportunity for you to establish yourself as an authority figure in your field by offering unique perspectives based on solid facts and figures. These shareable SaaS content pieces allow readers to gain knowledge about specific topics related to your SaaS product or service.

Apart from being informative and engaging, well-researched reports have another crucial benefit – they attract high-quality backlinks which increase your domain authority rating significantly. When other websites link back to yours due to its credible content, search engines perceive it positively — thereby improving your SEO ranking considerably.

This process further enhances visibility online, leading more potential customers to discover what you have to offer and increasing conversion rates over time.

These are just five types of SaaS content that you can publish on your blog. By understanding the unique benefits each type offers, you can create a robust and diverse SaaS content strategy to attract, engage, and convert your target audience.

How to Write a SaaS Blog Post: A Step-by-Step Guide

Want to be a SaaS content writer but don’t know where to start?

In this section, I’ll walk you through each of the six steps of SaaS content writing to help you publish excellent marketing content for any SaaS company.

Step 1: Know Your Audience

The first step in top-notch SaaS content writing is understanding who you’re writing for. This will not only help shape the tone and style of your content but also influence the topics you cover.

To get started, ask yourself these questions:

  • Who are my readers?
  • What problems are they trying to solve?
  • How can my product or service help them overcome their challenges?

Your answers should guide every piece of content you create. For instance, if your target audience consists primarily of tech-savvy entrepreneurs looking for productivity tools, then a deep dive into how your software streamlines workflows could be more effective than a high-level overview.

SaaS blogs differ from other industry blogs in that they often need to tackle product-focused content. To do this effectively without coming off as overly promotional or sales-y, it’s important to demonstrate expertise through informative and engaging posts that provide value beyond just selling a product.

In addition to knowing what type of content resonates with your audience, consider where they are in the buyer’s journey — whether at the top-of-the-funnel (ToFu) stage where awareness-building is key or bottom-of-the-funnel (BoFu) when prospects may require more detailed information before making a purchase decision.

Screenshot from Forbes

Finding this balance between providing valuable insights while subtly promoting your SaaS offering can be challenging, but by thoroughly understanding who you’re speaking to and what they care about, you can create blog posts that truly resonate.

Step 2: Choose a Compelling Topic

For SaaS writers, creating appealing content starts with choosing the right topic. A common pitfall for many SaaS content writers is their lack of focus, resulting in blog posts that fail to capture the attention of their target audience.

The ultimate goal in SaaS content writing is to engage readers while providing them value through informative content related to their needs or interests. So be sure to choose a topic that not only fits your business context but also caters to the preferences of your target audience.

Your internal SEO strategy plays a crucial role at this stage. If you’ve identified top keywords relevant to your SaaS business, consider selecting one and crafting a compelling topic around it. This approach ensures your blog post aligns with SEO best practices, enhancing its visibility on search engines.

A thorough analysis of competitors’ blogging strategies can also provide valuable insights into potential topics that resonate well within your industry niche. Identifying what keywords they’re focusing on could also help shape effective topics for your own SaaS blog.

Step 3: Create an Outline

The third step in SaaS content writing is to develop a comprehensive blog outline. This might seem like an unnecessary or time-consuming task, but it’s actually one of the most crucial steps in your content creation process.

An outline serves as a roadmap for a SaaS content writer. It helps you stay on track and ensures that you cover all necessary points without straying off-topic. It provides structure to your thoughts and ideas, making them more coherent and easier for readers to follow.

Your outline should include several key elements:

  • Title: While this may change during the writing process, starting with a tentative headline can help guide your focus and give direction to your piece.
  • H2 Headers: These are essentially the main points or arguments that support the overall theme of your article. They serve as stepping stones leading readers through different aspects of the topic at hand.
  • H3-H6 Subheaders: Subheadings further break down each main heading into smaller sections, allowing for detailed exploration of each point.
  • Data Points Supporting Each Subheader: Relevant facts, statistics, or examples provide evidence supporting claims made within individual sections. Be sure these data points align with their respective subheadings and the overarching blog topic.

Including these components not only streamlines the actual writing phase but also improves readability by breaking text into manageable chunks while maintaining logical flow from one section to another.

Step 4: Start Writing Your SaaS Blog Post

With a clear and well-structured outline in hand, you’re now ready to dive into the actual process of writing your SaaS blog post. Remember, at this stage, you are creating a draft version – it doesn’t have to be perfect right away. The goal is to get all your ideas down on paper.

The key here is not to overcomplicate things. Try imagining that you’re having an informal conversation with a friend or colleague about the topic at hand. This will help make your language more accessible and engaging for readers.

Avoid using technical jargon unless absolutely necessary – it might just confuse or bore readers who aren’t familiar with these terms. Instead, opt for simple language that anyone can understand easily.

In addition, keep paragraphs short and concise – ideally between two to four sentences long each. Long blocks of text can be overwhelming and discourage people from reading further.

Research shows most internet users prefer scannable content they can quickly skim through without missing out on crucial information.

Here are a few tips on how to make your SaaS blog writing more interesting:

  • Create Engaging Headlines: A catchy headline grabs attention instantly, making readers want to learn more about what’s inside.
  • Add Visuals: Pictures, infographics, and videos are great for creating white space. They break up large chunks of text while also providing additional value.
  • User-Friendly Format: Replace long paragraphs with bullet points or lists to improve readability. Headers and subheaders also do a great job guiding readers through different sections of the article.
  • Credible Sources: Linking to credible sources not only strengthens your arguments but also builds trust with readers.

Remember, writing is a process. It’s perfectly okay if the first draft isn’t perfect – that’s what revisions are for! The most important thing is to get started and let your ideas flow freely.

What if there was a way to skip steps 2-4 and shorten your SaaS blog writing process? This is what Content at Scale was designed to do! Why waste hours of blood, sweat, and tears finding the right topic, creating an outline, and writing your first draft when you can accomplish all these steps in just a few clicks? Discover the power of AI today.

Step 5: Edit and Revise

No matter your level of experience as a SaaS content writer, editing is a must when creating engaging, high-quality content for your SaaS blog. Whether your SaaS writer is human or machine, never publish a piece of content without having another pair of eyes go through your draft.

Note that writing and editing are two distinct skills. Attempting to edit while you write can disrupt your flow and result in wasted time.

The most effective approach is to complete an initial draft before moving on to the editing phase. This allows you to focus entirely on getting your ideas down during the writing stage, without being distracted by thoughts about sentence structure or grammar.

In some cases, it may be beneficial to enlist the help of a professional editor after completing your first draft. They can provide a fresh perspective and identify areas for improvement that you might have overlooked.

This person should ideally be someone who understands both your industry and audience so they can ensure that the language used resonates with readers while remaining accurate from a technical standpoint.

Here are a few tips on effective editing of a SaaS blog:

  • Focused Reading: When reviewing each paragraph, ask yourself whether it contributes meaningfully towards supporting the main argument or point made in your article.
  • Sentence Structure: Ensure sentences are concise yet informative; remove any unnecessary words or phrases that don’t add value but are only there to pad the word count.
  • Punctuation & Grammar: Double-check punctuation marks and make sure they are used correctly within sentences.
  • Vocabulary Choice: Replace jargon or overly complex vocabulary with simpler alternatives where possible, making your content more accessible to a broader audience.

Remember, the goal of editing is not just about correcting mistakes but also improving readability and ensuring that your SaaS blog post effectively communicates its intended message.

Step 6: Optimize for Search

SEO is an important skill for any content writer, not just SaaS writers. Getting your blog post in front of as many people in your target audience as possible is the ultimate goal of search engine optimization.

To optimize your SaaS blog writing for search, you need to incorporate relevant keywords to titles, meta descriptions, subheads, and throughout the article.

You have two main options when it comes to integrating keywords into your content. If SEO is your primary objective, then you’ve likely used keywords as a guide on what topics to write about. However, if you’re writing about a topic because it’s something that resonates with your audience and SEO is secondary in this case – fear not! You can still usually find an appropriate keyword that fits naturally within the context of the blog post.

While our focus here is on how to write an effective SaaS blog post, don’t forget about visuals too. Including images that clearly illustrate concepts can be incredibly beneficial since we know our target readers have short attention spans.

Consider incorporating images or graphics that increase engagement levels – more clicks and longer sessions help enhance the SEO performance of your blog posts.

Here at Content at Scale, we have a special term for steps 5 and 6. We call it the C.R.A.F.T. framework.

This process is specially designed for editing and optimizing AI-generated content. You see, no matter how good the AI draft is, it will always sound generic. Nothing can replace your human touch. Follow our C.R.A.F.T. steps to make your SaaS blog post truly your own!

Enhance User Experience Through Regular Updates

In this fast-evolving SaaS sphere, stale blogs are as welcome as last year’s news updates. You need fresh insights constantly dripping onto readers’ screens if you want them to stick around.

It’s not just about posting often but keeping your finger on the pulse of your SaaS industry’s rapid evolution. That’s how you ensure your reader gets something new and relevant every time they visit.

A steady stream of updates does more than just keep your blog looking active — it shows that you’re committed to staying current. Think about it; when was the last time you trusted a website with outdated info? It probably felt like walking into an abandoned store, right?

Having a steady presence on the web reveals to potential customers that they can depend on you for current data and answers to their difficulties. And let me tell ya, in a world where services change overnight, this trust is gold.

Demonstrate Expertise With Thought Leadership Content

Thought leadership is more than a buzzword; it’s a ticket to credibility and authority in the SaaS industry.

Show your expertise by delving deep into subjects that resonate with your audience, sparking conversations and thought.

Your readers want insights they can’t find just anywhere. They’re searching for perspectives that challenge the status quo and offer novel solutions.

This type of content doesn’t just attract eyeballs — it builds trust because you’re not only stating facts but also backing them up with real-world applications from case studies or third-party sites.

To write SaaS content that positions you as a thought leader, start writing pieces rich in data points but personal at heart. Paint clear pictures using relatable stories to let technical details shine without overwhelming your reader.

Think less about flaunting industry jargon and more about sharing wisdom gleaned from experience.

You’ve got impressive stats, but so does everyone else. What will make yours stick? It’s how you support claims through storytelling, transforming numbers into narratives that demonstrate not just what works, but why it matters.

When producing SaaS content, consider linking to comprehensive studies or well-known publications that can bolster your argument further.

Because authentic experiences enrich thought leadership content immeasurably, it’s vital to share first-hand accounts whenever possible. Showcasing how actual clients have benefited from your SaaS product provides tangible proof of the benefits your blog posts claim.

FAQs – SaaS Blog Writing

What is SaaS blog writing?

SaaS blog writing involves creating content specifically for software-as-a-service platforms, aiming to engage and inform potential users.

How do I start a SaaS blog?

Pick your niche, understand your audience’s needs, set up a blogging platform, and begin crafting valuable content consistently.

How do I become a SaaS content writer?

Hone in on the tech industry trends, learn about various SaaS products deeply, and refine those writing skills regularly.

How to write content for SaaS companies?

Dive into customer pain points and articulate solutions clearly with relatable examples, while keeping SEO best practices in check.


So, you’ve navigated the world of SaaS blog writing.

You learned how to tailor your content strategy — crafting with your audience’s pain points in mind is key.

Remember how quality trumps all? That high-quality content builds trust and converts.

You now know SEO isn’t just a buzzword; it’s about connecting through search intent.

And those regular updates? They show customers you’re on the ball — always fresh, always relevant.

Showcase expertise, did we say? Thought leadership does that. It cements your authority like nothing else can.

And case studies? They let potential customers see exactly what your SaaS product does and why it matters.

To streamline the process of SaaS blog writing, hop into the AI bandwagon. A great content writer is quick to adapt and never afraid of challenges. Content at Scale will help you not only produce more content but also create a narrative that speaks to your audience while proving value at every click.

Written by Julia McCoy

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