SaaS Content Writing—Creating Content That Reliably Generates Qualified Traffic and Boosts Signups

Building a SaaS from the ground is extremely challenging, but the hard work doesn’t stop once you’ve launched your app. Regardless of how revolutionary or useful your app is, nobody will sign up for your SaaS if they don’t know about it. That’s where SaaS content writing comes into play.

The goal of SaaS content writing is to bring attention to your software and position your brand as an authority in the field. What makes SaaS content writing strategy different from B2C content is that it always includes some elements of copywriting as well. After all, the end goal is to get the readers of your content to start a free trial, schedule a demo, or sign up for your app.

In this article, we’ll show you how to write SaaS articles and how to find professional, seasoned SaaS content writers to create engaging, informative SaaS articles that consistently rank on the first page of Google.

Content Writing for SaaS—Knowing Your Audience

Before you can start creating SaaS content, you need to determine what topics you need to cover and what type of content best resonates with your target audience. Your readers will have different stages of awareness and expertise, so your content strategy needs to be all-encompassing and must cater to each segment of your target audience.

For instance, some people don’t even know about the problems your software solves, while others are fully aware of them and are on the hunt for the best or most cost-effective solution. Some are tech-savvy and interested in datasheets, while others want a simple read that showcases how your SaaS impacts them directly.

To know how to approach your writing, you need to know your target audience and determine who you’re writing for. To do that, you need to establish your ideal customer profile (ICP) and find out what it is that they need from you.

Regardless of whether you’re looking to create some advanced B2B SaaS copy or a regular B2C blog post, you should always know who you’re addressing, i.e., who the ideal user of your software is.

Establishing an Ideal Customer Profile (ICP)

An ICP is essentially a list of various characteristics your ideal customer possesses. We’ll give you an example for a B2B SaaS approach, but you should create an ICP for B2C content as well.

Your content’s aim should be to increase the number of user signups. Since SaaS is based on monthly/annual subscriptions, your goal is to attract as many users as possible to generate more revenue each month. To do this, you need to establish exactly who is the person that’s more likely to subscribe to your service each month.

The attributes of an ICP you need to establish include:

• Generated revenue
• Company size
• Job roles your software aids
• Other technical tools they use
• Industry
• Client ROI

The more data you find about your ICP, the clearer the profile will be, and you’ll be able to create more specific content that attracts more subscribers.

With the ICP in place, you will need to determine the following:

Coming Up With SaaS Content Ideas

Once you establish your ICP, it’s time to determine what type of content best works for them. To do that, you need to:

1. Do extensive keyword research
2. Understand the search intent

There’s no point in writing an extensive guide on a topic nobody’s interested in. The first step you need to take is to do keyword research. There are plenty of free and paid keyword research tools you can use to learn:

• What people search for
• How many people search for a certain keyword
• What type of content you need for a certain topic

When choosing a topic you want to write about, it’s important to strike a balance between a high search volume and the number of webpages competing for the same keyword. You shouldn’t write about broad keywords that are oversaturated because your chances of ending up on the first page of Google are virtually nonexistent.

Once you have a list of keywords (topics) you want to write about, it’s time to understand the search intent behind them. You need to determine what it is that your target audience is looking for when they make a certain query.

For instance, if your keyword is “lemon cake,” are they looking to buy one, are they looking for recipes, video guides, nutrition value, etc.? The more specific your keyword is (“how to make a lemon cake”), the easier it will be for you to understand the intent and organize your content accordingly.

Types of SaaS Content Writing

Depending on your ICP, keywords, and search intent, you’ll need to approach your content differently and produce it in various formats. Some of the most common types of SaaS content include:

1. Informational blog posts
2. Infographics
3. Thought leadership content
4. Data-driven content
5. Case studies

All of these types need to have different writing approaches—but the goal is the same. SaaS content serves to drive traffic to your website and establish your company as an authority within your industry.

For instance, with thought leadership content, you can showcase your expertise and explain what you bring to the table that’s different and unique. Similarly, case studies can help you promote your accomplishments and gain customer trust through your past successes.

What’s different about SaaS content is that website traffic is only one side of it. The end goal of the content you create is to get the reader to sign up for your service, be it by offering a demo, a free trial, or a straightforward paid subscription.

That’s why every SaaS content also has elements of copywriting. While your content needs to be educational and informative, it should also promote your software and demonstrate why your service is the best solution to their problem(s).

Writing SaaS Content—Go Big or Go Home

If you want your SaaS content to inform your target audience about your service and eventually get them to sign up, a single blog post written without the use of SEO practices won’t achieve your goal.

You need to have a clear content strategy that will enable you to publish high-quality content regularly. High-quality content comes from high-quality content writers who have the skill set and the experience to create it. Otherwise, your company won’t maximize its revenue and will suffer elsewhere if you decide to write on your own.

Instead, you should hire a SaaS content writing company, pay a freelance writer, or hire an in-house SaaS content writer.

If you want to have a person dedicated entirely to your company and content, an in-house writer is the best solution.

How To Hire a SaaS Writer

SaaS content writing has a lot of specifics to it—not every content writer can carry out the task, even if they’re a seasoned one. That’s why you need to hire a writer that’s experienced in SaaS content specifically. The trouble is, they are highly sought-after, and the best ones aren’t available for long.

Your hiring process needs to be fast and efficient. You need to determine what candidates are the right fit for the job and what applicants are underqualified writers that can’t fulfill the role. The hiring process needs to be optimized to go through all applications quickly and to try and minimize the number of unwanted candidates.

The first step to do that is by being specific with your job description. Your job listing should specify exactly what type of content your new employee will be required to write. You should also mention that they have to be experienced in SaaS writing and have (at least some) knowledge of copywriting.

If you’re having trouble coming up with a job description on your own, you can take a look at one of ours for inspiration or copy them entirely:

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

Candidates Apply—What Now?

Once applications start coming your way, you’ll be able to quickly determine who doesn’t meet your minimum hiring criteria. Then, out of those who pass the initial screening, you have to figure out who has the required SaaS experience and is a right fit for the job.

While their CV and portfolios may seem promising, they’re not a guarantee for their writing skills.

The only way to determine whether their writing matches the examples from their portfolios is by testing them before you extend them a job offer.

You can create a test that requires them to write a SaaS article or a segment of a white paper—depending on your needs. The test shouldn’t be too thorough, as nobody would be willing to write 2,500 words as a test for a job they might not get, but it needs to be complex enough to let you gauge how good of a SaaS writer they are. Only once they pass the test should you move on to interviewing.

Keep in mind that screening, testing, and interviewing phases need to be completed quickly—the best candidates won’t wait for too long.

One way to speed up your process and cut your hiring costs in half is with Workello, an automated hiring funnel dedicated to hiring content writers!

Use Workello To Hire the Best SaaS Content Writers Faster

Workello automates the entire hiring process for you. And since everything is pre-configured, you’ll be able to start accepting new candidates in under 3 minutes from the moment you sign up. All you need to do is post a job ad and watch applications stream in.

Workello allows you to control the entire hiring process from its single-page dashboard. The dashboard allows you to:

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

Workello also speeds up the hiring process by automating the entire correspondence between you and your candidates.

The candidates will receive automated emails every time there’s a change in their application status. They will also be able to access the Candidate Status page where they can find all the information regarding their application and your selection process in general.

High-quality SaaS content writers are hard to come by. With Workello, you’ll be able to snap up the best candidate faster and cheaper.

Start your free trial today and test and interview 5 candidates for free!