Content Writing For SaaS Companies | A Complete Step-by-Step Guide

There are over 19,000 SaaS companies in the world right now, according to the data from Crunchbase.

In fact, about 389 SaaS companies were founded in the last year alone.

What does this mean?

On average, one new SaaS company joins the pool of existing SaaS companies in the world every day.

This shows that the SaaS business model is increasing in popularity and the competition for audience attention and sales will never remain the same.

The fact is…

There’s virtually a SaaS product for anything you can think of, as we speak.

And if you’re a SaaS business owner or marketer, you need to rethink how you market your software to your target audience through SaaS content writing, else you’ll be consumed by the huge competition out there.

So, how do you create SaaS content that:

👉 Generates high-quality traffic
👉 Increases user signups
👉 Impacts your MRR and ARR.

Here are the eight (8) different types of content I highly recommend you should be writing for your SaaS business.

1. Product-led Content:

This simply means creating pieces of content that address your audience's pain points and showing them exactly how to solve them using your SaaS product.

With product-led content, you mostly target keywords where you can weave in your product as a solution to a specific problem that your audience is having.

Examples of SaaS companies doing this are Ahrefs and Hotjar.

2. Pain-Point Content:

Pain-point content is the type of SaaS content that specifically addresses the problems that keep your prospects awake at night. In most cases, this type of content doesn't have tons of search volume in SEO tools but has the potential to drive a lot of business for you.

This is because people don’t just buy things directly, they go through a lot of back and forth thought processes, before doing so. And this involves them doing a lot of research.

Examples of SaaS companies doing this are Chanty and Podia.

3. Data-driven Content:

If you want to earn backlinks for your SaaS business naturally, you should invest in data-driven content.

This type of content involves conducting research, studies, analysis, and surveys, and presenting your findings to your audience afterward.

Apart from helping you to earn backlinks, it’s a good way to:

👉 Show your readers that you’re an authority in your niche.
👉 Gives you insights into the challenges in your industry
👉 Understand how you can help your audience solve their problem.

Examples of SaaS companies using this are Buffer, Nextiva.

4. Opinionated Content

To cut through the noise and stand out as a SaaS business, create opinionated content.

This is when you write about an opinion you strongly hold. This usually results in heated discussions in the industry and often leads to more people talking about it on social media and linking to it.

The downside of opinionated content is that the traffic doesn’t compound. There’s little to no search related to it on Google. And in most cases, people tend to forget about your opinion after some months or years.

That said, it’s a great way to:

👉 Establish yourself as an authority in your industry.
👉 Grow an audience for your SaaS brand
👉 Increase user signups and customers.
👉 Earn links naturally without begging for them.

Examples of companies using this content type are Groove and Wistia.

5. Expert-generated Content

Expert-generated content involves reaching out to experts and curating insights from them to create high-quality in-depth pieces of SaaS content.

For example, if you run an email marketing software and want to write about “how to improve email open rates”, you can reach out to email marketing experts to contribute their best tip on improving email open rates.

And guess what?

You’d have tons of tips on improving email open rates that you can include in your content.

A SaaS company using this strategy very well is Databox.

6. Long-form Informational Content

As a SaaS business, you should be creating long-form content.

The reason is simple.

Long-form content in its nature is usually thorough and in-depth. This means that you’re most likely to answer your audience’s questions and provide solutions to their pain points with a piece of content that is long.

Aside from that, a lot of researches conducted over the years by companies such as SEMrush, Orbit media, and Backlinko have clearly shown that long-form content outperforms short-form content.

A SaaS company that used long-form content to grow to over 100,000 organic traffic users is Active Campaign.

7. Topical Authority Content

Topical authority is an often neglected yet important ranking factor. What this means is that Google looks at a website as a whole and decides if it’s a good fit to rank for certain keywords based on the topic(s) the website covers.

Take for instance, if your SaaS website is about email marketing, ranking for keywords related to the general theme of your website is much easier.

In contrast, if your SaaS website is about LinkedIn lead generation, and you’re writing about conversational marketing, it’ll be difficult to rank for that keyword, even if you have the best piece of content on the web regarding it.

This is why establishing topical authority is critical. When you have topical authority for the niche you’re covering, you’d find it much easier to rank for any piece of content you publish.

Examples of SaaS companies that use topical authority content include Hubspot, Moz, and Drift.

8. Conversion-focused Content

Conversion-focused content is a type of SaaS content that’s primarily focused on helping you achieve conversions for your business.

This is really important for a SaaS business, because the more conversions you achieve, the more users you can get to sign up for your SaaS. And in the long run, the more revenue you can generate for your business.

Examples of SaaS companies that use this type of content include Smartsheet and Coschedule.

These are the 8 content types that I recommend that you should be creating as a SaaS business.

If you want to know more about these content types, how different SaaS companies are using them to grow, and how you can implement the same for your SaaS business, I cover them in this step-by-step guide.

Here's the link to the complete guide:

https://yourcontentmart.co/saas-content-writing/

If you have any questions about any of these, do not hesitate to let me know and I'll be happy to respond to them.