Here’s the scenario:
You’re a SaaS business trying to build up your lead list, get more traffic to your website, and provide new and existing customers with great information about your product all at the same time.
If that sounds like a big set of tasks for any marketing and sales team, just imagine what it would be like if hiring a B2B SaaS copywriter wasn’t a priority.
Wait, you mean you weren't planning on hiring one?
That’s right — creating relevant, engaging, and helpful SEO-focused content for your SaaS website is essential for attracting new customers, showcasing your product, and developing your brand. It’s also the main job of a B2B SaaS copywriter.
Because those walls of text filled with jargon and overly technical explanations on your website sure aren’t clearly explaining your product.
You can’t skyrocket to the front page of Google where all your customers will see you without a solid SEO content strategy, which often includes hiring a B2B SaaS copywriter, or an agency.
But what exactly makes a B2B SaaS copywriter different from other copywriters? Should you hire your own or use an agency? And what makes content writing for SaaS different from writing for other types of businesses, anyway?
Let’s find out!
What is a SaaS Copywriter?
Most if not all SaaS businesses rely on their website as a central hub. It is, after all, the place that prospects go to learn more about your business, whether they are directed there by a salesperson or land there through social media, clicking on a paid ad, through search results, or by any other means.
Publishing a website with a few explanations about the product and the price of a subscription just doesn’t cut it anymore. You need to provide your customers with more value, and you can do that by providing relevant information.
Aside from crafting copy for your website, a SaaS writer can often be an accomplished blogger. These two different types of writing serve different purposes for your website, namely moving users through the sales funnel or increasing traffic, so the SaaS writer will approach the writing differently.
SaaS Website Copywriting
To give your customers what they need to convert, your website needs to direct them, like a set of road signs and traffic lights, through each step of the purchase funnel.
A website should include all of the information that a customer needs to know about the product or service being offered. That’s where a SaaS copywriter comes in. This professional is responsible for using words to carve a path through your website for your customer by explaining what your product is, what benefits it offers, and overall why buying your product will make a positive difference in their life.
They’re also aware that there are often multiple decision-makers that will need to be convinced before a purchase is made, so they will craft content that appeals to these different audiences (marketing personas), increasing the effectiveness of your sales copy.
In other words, a SaaS writer convinces people to take action on your website through signups, demo requests, or direct reach outs through lead gen forms. A Good B2B SaaS copywriter should focus on how they can balance customer-centric writing with explaining the features and benefits of a product.
SaaS Website Blogging
Blog marketing for Saas involves crafting content that serves a prospect’s search intent. This content is generally written for an audience that is researching the solution to a problem.
B2B customers may be more process-driven when it comes to making buying decisions, but at the end of the day, a B2B customer is going to conduct research just like a B2C customer would. With writing for both audiences, blog content is typically meant to capture those at the research part of the buying process (which we’ll explain in more detail later in the article).
Keeping this in mind, a B2B SaaS copywriter might use a few more industry terms or specific, business-related examples in a blog to appeal to business people while still ensuring that their writing targets a research-focused audience.
SaaS Content Writer: Agency vs In-House
Are you sitting there wondering whether you should hire an in-house SaaS content writer or opt for an agency for your content marketing blog? Let’s talk about the pros and cons of each.
Hiring a B2B SaaS copywriter to work for you internally means that over time, they’ll become a subject matter expert for your business and be able to write content that provides insights that an outside SaaS copywriter may not have. However, you may not have the time or budget to hire, train, and pay a full salary to an in-house writer. Also, if you’re not familiar with SEO or writing yourself, the process of finding a good writer can be more difficult.
On the other hand, SaaS content writing agencies employ writers that have often written for multiple types of industries and businesses, meaning that they should have no problem crafting content that fits your business. A SaaS content writer that works for an agency often works with other writers in a writing team, or at least has someone to check and vet the content that they write to ensure quality and SEO.
To sum it all up, we’ve compared the pros and cons of hiring an agency versus an in-house writer in the table below:
SaaS Content Writing Agency
In-House SaaS Copywriter
Ultimately, you’ll need to weigh the pros and cons of hiring an in-house SaaS content writer with hiring an agency based on the needs of your business. One is not necessarily a worse choice than the other, they just offer different positives and negatives.
Read More: 8 Tips for Hiring Epic SaaS Bloggers & Content Writers
B2B SaaS Writer: Content Writing for SaaS versus Other Businesses (with Examples)
So what exactly makes writing for SaaS companies different than other businesses? Well, the difference lies in the overall business goals of SaaS companies.
Other business websites, like eCommerce, have a more straightforward goal of getting their customers through to the checkout process, which involves the customer selecting a product, putting it in their cart, and checking out. This whole process usually only takes a few minutes.
But with SaaS, it’s a whole different ball game. A customer lands on the website, and now the selling needs to happen. Selling a t-shirt or other tangible product is relatively easy since people know what it is and what it does, but when you’re selling software, you have to explain what the heck it does and also why the customer needs it.
With B2B customers, it becomes even more complex, as one person may not be the sole decision-maker. A B2B SaaS writer might have to convince multiple people to buy just one product!
In addition, SaaS companies often have subscription-based models, meaning that the customer is thinking about the purchase commitment.
So how does a B2B SaaS writer take all these things into account when writing content?
Well, the best way to show you is through examples.
Example 1: Ringy
Ringy is a startup that recently went through a huge rebrand. Although their sales CRM product is top-notch, they are competing with major players in the CRM space that have had time to make a name for themselves.
To get seen, Ringy needed a content strategy that focuses on both paid and organic traffic, meaning that paid ads are supported by a consistent flow of content, and the content is supported by paid ads. Enter the Ringy blog, a huge opportunity for housing actionable, relevant content that serves their audience, and also increasing brand awareness and credibility.
New, high-quality content keeps getting added to the Ringy blog on a consistent schedule. This means that content is served to the target audience on a regular basis, keeping them coming back for more, and search engines have a chance to rank the content accordingly.
Example 2: Tovuti
Tovuti is an LMS provider that offers an easy, customizable system that can host training content for any industry. Learning management systems are a huge market, but companies looking to buy often have little to no prior knowledge of this vast industry. If you’re looking to drop thousands on a new piece of tech, you bet you’ll be doing your research first.
As a winner of multiple awards for their software, Tovuti has already established themselves in the LMS space. But, as they say, “content is king”, and their blog needed beefing up.
If you browse through the Tovuti blog, you’ll find a plethora of information that serves their target audience, with a focus on answering common LMS questions at a beginner level. The content is published on a consistent schedule, is actionable, relevant, and helps gather an LMS-curious B2B audience to their website.
Example 3: AltFee
As a brand new entrant into the legal fee software space, AltFee needed a modern, fast, and responsive website to go with their shiny new software offering, and no website is complete without engaging copy.
Because AltFee’s product is a new offering on the market, customers that visit the website for the first time may only have a vague idea of what the product is and are curious to learn more. A balance of showing the audience (which is lawyers and legal professionals) what the product is and how it can help their business without getting too technical was the key for the copywriting here.
So there you have it, three examples of different content writing for SaaS companies. And we didn’t just choose these examples out of the blue — they are all Roketto clients. So by all means, browse their websites, read their content, and see for yourself what engaging content writing for SaaS can do.
SaaS Writer Strategy: Blogging
It’s not easy or quick to create a good SaaS writing strategy for your blog, but it’s a task that a SaaS writing expert should be able to handle.
Attracting customers to the right parts of your website requires careful consideration of where they are in the buying process. This is often referred to as a purchase funnel, where customers who are just starting to become interested are at the top, and those ready to buy are at the bottom.
In other words, potential customers could be in one of four stages in a sales funnel: awareness, interest, decision, or action.
You might even get into the decision and action stages of the funnel, but that is typically reserved for more targeted communications, like web copy, email marketing, and advertising.
Read More: How to Master Your Digital Marketing Funnel in 7 Proven Steps
Why your Blog Saas Writer Strategy Should Include Top-of-Funnel (ToFu) Content
Customers who are at the top of the funnel in their buying journey are there because they’ve identified a pain point or problem, and are looking for information about a potential solution. That’s the key: they are not yet ready to buy, so you shouldn’t be trying to sell them something — yet.
Your first instinct might be to reject ToFu content, as it often has very little to do with your product or service. But remember that at this stage, your customer is researching possible solutions — they’re at the beginning of their buying journey. If you can capture their attention at this stage with helpful, relevant content, then why wouldn’t they stick with you when they’re ready to buy?
Content that is written for top-of-funnel should be focused on more general, broad topics. This gives information to those who are looking around for a solution to a problem but are not yet ready to purchase. Customers are researching at this stage, gathering information, and increasing their knowledge, so your content should fulfill that goal.
At Roketto, we write blogs targeting ToFu because it casts a wider net for searcher intent, meaning that more qualified traffic can be captured.
Think about it — customers will be typing in all sorts of search queries early in their buying journey, all of which your business could show up for.
Let’s say that you’re a SaaS business selling a subscription for document storage. There are endless opportunities for top-of-the-funnel content, like “how can I store my documents online”, “how does online document storage work”, “what is the security of cloud-based document storage”, and tons more. Some of these examples might be highly competitive search terms, but you get the point — the earlier you show up for your prospects through actionable, relevant, helpful information, the more customers you’ll win in the long term.
So how can you accomplish this? With the right SaaS writing strategy.
To start with, SaaS writing strategy for top-of-funnel blog posts should include:
- Keyword research matched with your prospects’ search intent (so you know what topics to write about)
- More conversational, customer-centric writing that avoids jargon and overly technical examples, unless it’s very well known with the target audience
- Your brand’s unique voice and tone
- Relevant, insightful, and actionable information rather than hard sales copy. Being helpful is key!
- Content that follows a clear, semantic hierarchy with consideration to on-page elements that contribute to SERP features.
There are also considerations for the length of content. While short articles can absolutely rank high on Google search results, according to Semrush’s State of Content Marketing report, articles over 3,000 words get 138% more traffic than those with fewer than 500 words.
Above all else, an effective SaaS writing strategy should focus on writing content that serves the user, rather than a search engine. It can be tempting to shoehorn in keywords and phrases that don’t fit properly in the content, but the result is that it often reads robotic and fake, ultimately encouraging your users to bounce.
It’s clear that if you own or manage the marketing department of a SaaS company, you’ll need to employ a B2B SaaS copywriter at some point, and preferably sooner than later. We get it, startups, especially SaaS ones, move fast. There are a ton of things to do at all times, and often one employee will wear multiple hats, even if they don’t have a ton of professional experience in a particular area. After all, a fast-paced industry means that you have to learn as you go.
But at the end of the day, your customers are coming to your website. But they need to know how to get there, and a B2B copywriter alongside a solid SaaS writing strategy can help you immensely with that task.
So give us a call. We’ll show you how it’s done.
Lisa Hoffart is a professional writer with several years of experience crafting well-researched content for a wide variety of industries, from legal, real estate, technology, and more. Lisa is a huge technology geek that loves video games and computers. In her free time, Lisa enjoys sewing, crafting, and hanging out with her cat.