SaaS Blog Writing—How To Write Content That Converts Readers Into Subscribers

Many SaaS companies make the mistake of focusing too much on the technical side of running such a business—they go all-in on software development without dedicating enough time and energy to marketing.

While it’s understandable you want to create software that will be state of the art, you need SaaS blog writing to build up your brand’s reputation and get your SaaS app in front of your target audience.

Writing a SaaS blog requires more than dedicating an hour of your free time to publish a page you write off the cuff. You need to hire a SaaS writer that will optimize your content for search engines and maximize your revenue by converting readers into subscribers.

In this article, we’ll show you what SaaS blog writing is, how it works, and how you can hire an experienced writer at any price point with Workello.

Difference Between SaaS Blog Writing and Regular Content

Before you begin creating and publishing content, you need to understand how SaaS content writing differs from regular content marketing.

The main difference is the end goal—while regular content seeks to generate traffic to your website, SaaS content intends to convince readers to sign up for your service. This is why SaaS blog writing always has an element of copywriting to it. With each blog post, you need to try and sell your SaaS as the best solution for the issue or problem you’re talking about.

That brings us to the next point—search intent. When doing your keyword research, you need to understand what the user’s search intent is. In other words, you need to understand what the reader expects to learn from your blog and provide them that information.

With SaaS blogs, the intent is almost always informational. Depending on the specific topic, your readers will want to learn what something is, how it works, or how to solve a particular problem. Your job is to answer these questions, but also go a step further and provide any other information they might find useful.

In SaaS, the search intent also often revolves around a problem a user has. When writing a SaaS blog, you need to provide an insight into the problem they’re facing and explain how your software (or a particular feature) helps solve it. You should always present your SaaS application as the best possible solution for the problem your target audience is facing.

Best SaaS Blog Writing Tips

When it comes to writing a SaaS blog, there are some specific rules about it and some that apply to content writing in general. Before you even begin writing, you need to:

1. Do extensive keyword research
2. Understand the search intent
3. Understand your target audience (i.e., who you’re talking to)

The last one—understanding your target audience—is extremely important as it helps you both choose a writing style and decide which pain points you want to focus on.

The writing style varies depending on your business model. If you have a B2C SaaS, you can be more informal and entertaining. You should be wary about getting too technical in explanations—Spotify users want a music streaming service, they don’t care how the recommendation algorithm works.

With a B2B SaaS, you need to sound professional and convince the reader that you’re an authority in your industry. That doesn’t mean your blogs should be dull, though. There’s plenty of room to add a witty remark in a 1,500-word article.

When it comes to writing the content itself, you should make sure you:

• Use simple English instead of complex, industry-specific jargon
• Break the text into short sentences and paragraphs
• Talk directly to the reader (use “you” instead of “they”)
• Provide value before promoting your SaaS
• Write compelling headlines
• Utilize bulleted lists
• Provide visuals that will complement the text
• Incorporate calls-to-action throughout the article

Types of Content You Can Create When Writing a SaaS Blog

There are many different types of blog posts you could create, and which one you should opt for depends both on the type of topic you’re covering and what segment of your target audience you’re addressing. 

To get the best results, you should have a healthy mix of informational articles that cover broader topics, long-form pieces that go into details regarding specific subtopics, and thought leadership articles and case studies that will help position you as an authority in your niche.

Here’s a table with brief explanations of the most common types of SaaS content:

How To Approach SaaS Content Writing

When you come to terms with what your SaaS blog should consist of and how you should create content, it’s time to start writing. 

There are three ways to go about it:

1. Write it yourself
2. Hire a SaaS blog writing company
3. Hire an in-house or a freelance SaaS writer

If you decide to write the content yourself, both your content and other areas of your business will suffer. You will dedicate your time to content writing instead of working on other business-critical tasks. 

The trouble is, running a successful blog takes more time than people expect. The writing process consists of:

• Doing keyword research
• Executing on topic selection
• Writing the first draft
• Editing the draft
• Completing the final version
• Adding visuals
• Uploading to WordPress
• Scheduling posts
• Optimizing for SEO

This is hardly a one-person job, let alone something a founder or a developer can do on top of their regular responsibilities.

If you want a successful content campaign, you need to weigh your options and decide between outsourcing your blog to a company or hiring an in-house writer. We’ll focus on the latter.

Expert Tips for Hiring SaaS Content Writers

Hiring a SaaS content writer can be a difficult task—especially if you’re not experienced with hiring processes for content team members.

You’ll find thousands of candidates looking for a content writing job. The problem is, most of them are unqualified, and the best ones get off the market quickly, with so many SaaS companies running a blog (or looking to start one).

To hire a top-shelf writer, you’ll need to evaluate hundreds of candidates and do it faster than your competition.

The first step towards achieving that goal is to minimize the number of underqualified candidates. While you’ll always receive unwanted applications, you can lower their number significantly if you write a proper job description.

Your job ad has to go into detail about the role you’re offering. You have to make it clear that it’s a SaaS blog and therefore requires experience in SaaS content writing and knowledge of copywriting as well. Specify what type of content you’ll need them to write and what benefits come with the job.

If you’re unsure how to write a job ad, you can use one of our pre-vetted job description templates as an inspiration:

• Content writer
• Digital content writer
• SEO content writer
• SEO copywriter
• Website content writer

The Hiring Process

Some candidates you receive will be obviously underqualified for the job—even if you have no experience in content writing yourself, you’ll be able to tell when someone lacks writing experience or knowledge of the English language. 

Most candidates, however, will appear decent at a glance. The biggest challenge you’ll face is going to be filtering out unqualified candidates with good resumes. That’s because resumes and portfolios seldom give you an accurate picture of someone’s actual writing skills. In 95% of the cases, portfolios feature the candidates’ best work that has likely gone through several rounds of editing and QA. 

To determine the level of quality of a candidate’s first draft, you need to test them.

You need to create a test that will allow you to gauge their ability to write SaaS-specific content with copywriting elements. The test should also quiz their research abilities and use of language.

If you don’t know how to create a writing test, feel free to use the same one we used to evaluate hundreds of writers. Just remember to adapt it to the needs of your organization and emphasize the fact that they’ll be writing SaaS-related content. 

Click here to see our test example and learn how to set up your own writing test in Workello in under 5 minutes!

Don’t Miss Out on the Best Writers—Use Workello To Hire Them Faster

Workello is a robust hiring solution designed to facilitate the evaluation, testing, and hiring of content writers. It automates every stage of the hiring process, making it easy to filter out unqualified candidates and hire the top-performing writers for your blog in record time.

The best part about Workello is that you’ll see all applications in the same place—your Workello dashboard—regardless of where you post your job ads. On top of that, you can conduct the entire hiring process without leaving the dashboard. All you have to do to move candidates through your hiring funnel is select the appropriate option from a drop-down menu:

1. Review applications
2. Reject unqualified candidates
3. Send tests
4. Evaluate candidates’ assignments
5. Invite them for an interview
6. Extend an offer

Every time you change someone’s application status, Workello will send an automated email to the candidate with relevant information. This way, you will save time on manual correspondence and won’t have to worry about missing out on an excellent candidate due to human error.

Workello also ensures an excellent candidate experience thanks to the Candidate Status page. It provides real-time updates on the candidates’ application status, as well as valuable information on what they can expect next in the selection process. 

Since everything is pre-configured, you can use Workello to set up your fully automated hiring funnel in 3 minutes and start accepting writing candidates today! 

Start your Workello free trial today and hire the top 1% of writers while cutting your hiring costs IN HALF!