How to Write SaaS Content That Boosts User Acquisition and Drives Revenue

Jan 21, 2023

How to write SaaS content that sells.
How to write SaaS content that sells.

As a SaaS founder, you've tried your hand at content writing. But even though you write well, the content you're putting out there is consistently failing to reach its full potential.

Sure, you're getting lots of views. People are even engaging with your content. But there's no actual uptick in qualified leads. Your content isn't contributing to your SaaS product in any meaningful way at all.

SaaS content is extremely goal-based. That means writing skills are not enough here, you have to be very strategic about it. The content you create needs to align with your business goals as well as the goals of your audience.

Don't be swayed by vanity metrics like traffic and engagement. If your articles are getting thousands of views but no leads and generic comments that don't add to the conversation in meaningful ways, there might be something wrong with your approach.

This guide isn't going to rehash writing advice. You already know how to write. What you need help with is writing SaaS content that drives acquisition. So, I'll be sharing a framework that helps you to think strategically about content production, with a strong framework for generating brand awareness and creating product demand.

It's all based on my personal experience as a startup journalist and content marketer for the last five years: actionable advice that you can implement right away to start securing more deals. Sound good? Well then, keep reading!

What Is SaaS Content? Understanding the Basics of SaaS Copywriting

SaaS content is all about generating leads and nurturing them into conversion.

Unlike other forms of blog content, it's focused on using your writing not just to inform readers, but to generate demand within a specific audience, qualify them as potential customers, and encourage them to take action. Since it's a subscription-based business model, SaaS content also needs to focus equally on user retention and customer loyalty.

As you move upmarket, things get even trickier. B2B SaaS typically involves a higher price tag than B2C SaaS, making the buyer journey longer and more complicated. When a SaaS company targets enterprises, it may even have to deal with multiple decision-makers across departments before landing a contract.

Understanding these basic principles is key to creating good content for the SaaS industry. You need to have a thorough understanding of the marketing funnel, your customers, and your product if you want to drive results.

Why SaaS Founders Should Invest in Content Writing

You've just wrapped up your initial funding rounds as a SaaS founder. Now, you're thinking about which channels to invest in. You know that content is a great way to market your product, but for some reason, your content simply isn't doing what you want it to do.

If you want to understand why, you have to ask yourself why you want to create content in the first place. The answer will determine whether content writing is even the right marketing channel for you and how you should go about producing content that hits your goals.

With that in mind, there are three reasons why you might want to create content. These are defined by the content marketing trifecta model:

  • Attracting targeted traffic that delivers business outcomes.

  • Going viral for the sake of content promotion

  • Building authority links to assist search ranking efforts.

How to Adapt Your Content Writing to the SaaS Model

Apart from figuring out your SaaS content marketing goals, you also need to understand how content ties into your business model.

There are two main components to a SaaS business: acquisition and retention. That means your content should serve two main purposes: 

  • Attracting new business leads

  • Boosting long-term user retention

As a SaaS founder, you're quite familiar with how these concepts apply to product development. The trick is applying them to your content as well.

The first thing to realize is that a single piece of content doesn't need to serve every goal. In fact, it's a terrible idea to use the same content to attract leads and boost retention at the same time.

Instead, use different types of quality content for different marketing and business use cases. Each piece of content needs to have a primary goal and a specific type of customer it's trying to attract.

For example, Wistia's article "The First 3 Videos Your Small Business Should Make" is all about trying to introduce new startups to the realm of video marketing. It uses simple ideas and minimal jargon to convey why video marketing is a good investment. It's purpose-built for audiences at the top of the sales funnel, who usually take the longest to convert.

But now, consider this article titled "How to Create an AI-Generated Video with ChatGPT, Synthesia, and Descript." The article is meant for a bottom-of-the-funnel audience and focuses on providing technical advice for using a specific video marketing stack.

The difference between the two pieces of content is pretty obvious. That's because they're meant for two completely different audiences, both of which fit the company's ideal customer profile for completely different reasons.

Using SMART Goals to Drive SaaS Content Writing Efforts

You understand why you need to create content. What you need now is to set up measurable goals to track the success of each piece of content and your overall content marketing strategy.

This is where SMART goals come in. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. Essentially, it's a framework for setting up concrete goals that are easy to track and measure progress against over time.

For example, let's say you want your blog post to: Increase organic search traffic targeted at the bottom of the funnel by 10% over the next 3 months.

The goal is specific (increase organic search traffic), measurable (10%), achievable (within 3 months), relevant (bottom of the funnel), and time-bound (over the next 3 months).

By setting up SMART goals for each piece of content, you can easily track progress and fine-tune your content strategy over time. This helps you tweak your approach to focus on what works and eliminate what doesn't.

Product-led Content: The One SaaS Content Writing Formula You Need to Master

When it comes to SaaS content, there's only one formula you need to learn to create high-converting copy that drives results. That's product-led content marketing.

The idea is to provide practical advice, tips, and tutorials that show readers how they can use your product better. This helps increase both acquisition and retention as readers discover new use cases for the product and become more comfortable with using it.

But product-led content isn't just how-to guides. It's content that seamlessly integrates your product into the specific pain points the audience is trying to address. That may come in all sorts of formats, from tutorials to case studies to interviews with leading experts in the industry.

Still confused? Here are a few tips on how to create great product-led content for your SaaS blog:

  • Focus on Real-world Use Cases: People love to see how others are using your product for specific results in the real world. Create content that highlights these use cases and showcases what you can do with your product.

  • Provide Detailed Strategies to Solve Problems: Product-led content should focus on helping people get more out of the product, not simply showcasing it. Give them step-by-step strategies that outline how they can achieve their desired goals with your product.

  • Show Off Features and Demonstrate Value: Don't forget to show off some of your key features and explain why they're useful for achieving certain outcomes. This helps bring home the point of why readers should invest in your product.

A list of all SaaS content writing formats that drive results.

What Types of Content Work Best for SaaS Companies? A List

Once you understand the basics of high-quality product-led content, you need to make sure that you're producing a consistent volume of content to address all personas at every stage of the funnel.

Here are a few content formats you can optimize for different funnel stages at SaaS companies:

Top of the Funnel:

  • Top-level overviews on broad topics. Think "content strategy" or "video production."

  • A roundup of beginner-friendly tips and tricks that tie back to your product offering.

  • Pointing out an industry-specific problem, then offering your product as a solution. 

  • Offering a new way to think about an old problem, useful for generating social traction.

  • A step-by-step guide or tutorial aimed at offering a framework for achieving a goal.

  • A roundup of statistics or insights from industry experts, useful as a backlink magnet.

Middle of the Funnel:

  • A list of industry-specific products with your own product as a key differentiator.

  • A tactical guide offering step-by-step advice for achieving a goal using your product.

Bottom of the Funnel:

  • A list of alternatives to a particular competitor, usually a very popular one.

  • A comparison article pitting your product against a well-known competitor.

3 Successful SaaS Content Writing Examples from Leading Brands

Want to know how leading SaaS brands tackle content creation? Take a look at these detailed breakdowns of specific content writing examples from the best software-as-a-service startups (links included):

Targeting 101: A Beginner's Guide to Segmentation - Mailchimp

Mailchimp’s comprehensive article outlines how segmentation works and why it’s important for email marketers. It dispels common misconceptions about email segmentation using first-hand data and product screenshots.

The Guide to Sales Performance Management – Yesware

Yesware’s guide is an in-depth overview of sales performance management best practices, theoretical models, and a roundup of products used for tracking performance metrics. It also includes relevant data and actionable tips for applying these concepts.

What Is A/B Testing? (The 2021 Essential Guide With Examples) – Unbounce

Unbounce’s detailed guide takes the reader through the basics of A/B testing and gives them lots of tips for setting up successful experiments. It includes clear screenshots, examples, and other tactical insertions of its own platform.

For the Best Results, Work With a Dedicated SaaS Content Writing Expert

Creating content that converts is no easy feat! You need to find a content marketing expert who understands the nuances of product-led storytelling. A good content writer will know how to combine research data, customer stories, and clever copywriting to entice your target audience.

Here are a few tips to consider when choosing a great SaaS content writer:

  • Don't obsess about grammar. Instead, look for an experienced writer who can craft persuasive copy and capture the voice of your brand.

  • Look for a clear understanding of SaaS operating principles. Make sure the candidate is comfortable with product-led content and has a solid familiarity with the startup ecosystem.

  • Look for reporting experience. Most journalists make good content writers because they know how to interview subject matter experts to acquire insight.

In-house Content Marketing Consultation Services for SaaS Brands

Hi, I'm Ritoban. I'm a tech journalist turned content marketer specializing in product-led storytelling for SaaS brands.

I've spent the last decade driving bottom-line impact for B2B clients like Glide, Kubera, Sendbird, Superhuman, and 7pace. Now, I specialize in providing end-to-end content marketing services for in-house marketing teams spanning strategy, production, design, and promotion.

The tech economy is wildly unstable right now. You need a dedicated inbound marketing expert who has the experience you can bank on. Want to learn more about how I can help your SaaS startup not just survive, but thrive? Fill up this quick form to schedule a 1-on-1 strategy call!

© 2023-24. Ritoban Mukherjee.

© 2023-24. Ritoban Mukherjee.

© 2023-24. Ritoban Mukherjee.