Content marketing is a tried-and-tested way for your SaaS company to flourish online. With high-quality and relevant content, you can draw target audiences to your brand and position yourself as an authority source in the field.
Blogging is for Lead Generation, Period.
Enter the most essential part of your inbound marketing: the blog.
Through your company blog, you can share industry knowledge, updates, and interesting information with potential customers. Blog posts enable companies to be perceived as thought leaders. In turn, online users turn from prospects to leads and, ultimately, product patrons.
In fact, HubSpot found that the more blog posts published each month, the more traffic company websites gain. Those that published at least 16 posts got three and a half times more traffic than companies that had 4 posts a month or less.
For a blog to generate leads, it has to be worth reading. Unfortunately, there are a lot of SaaS companies who are guilty of putting out uninteresting and boring posts.
You know those press-release-style posts that don’t really say anything? Well, they won’t do anything for your performance either.
Top Tips on How to Write for SaaS Blogs
Writing content is both art and science. If you want to ensure that your blog content will generate leads and establish your credibility, there are techniques that can help your blog stand out.
1. Write for Your Readers
Yes, you have to promote your software products. But before you go ahead and write about the latest “CRM workflow update,” ask yourself: “Will customers care about this?” and “How relevant is this for users?”
Putting yourself in the reader’s shoes gives you an idea if the topic will be useful and share-worthy. Content writing requires market research, knowledge about the target audience, and relatable execution.
At the end of the day, it’s best to share information about your industry that the public would want to learn about.
The OkCupid blog is one example of writing for readers. While in the beginning their free service was being outpaced by paid apps like Match.com, their masterful storytelling that used data from users increased their customer base.
Posts about what age men prefer their partners to be, how to be engaging in chat and text messaging—by sharing the results of user behavior analysis and survey feedback, OkCupid’s blog attracted leads and shares from users.
2. Always Strive for Clarity
SaaS products tend to be quite specific and dense. Without a simple, layman’s angle, blog posts can sound like a user manual. So even though your aim is to offer valuable information, if you sound too technical, the message won’t get across to readers.
Hence, keep industry jargon and complex language to a minimum. Use conversational language instead. Keep sentences brief, limited to two clauses per sentence. And avoid using too many semicolons and brackets.
Focus on being clear and direct to the point. After all, you want potential customers to be interested and be drawn to your blog.
You can only do that if you are actually understood.
3. Solve Your Customer’s Problem
In SaaS content marketing, it’s very important that users see your product’s value proposition. Since you want target audiences to ultimately convert and make a purchase, you should discuss what solutions your product or service provides.
Write about how your update can make your customer’s life easier or what challenges they can tackle using your software.
You can also share anecdotes from customer experiences or from your own to show that the company cares about helping customers.
If you conduct proper keyword research, as well as analysis of customer feedback, you can create blog posts that resonate with target readers.
4. Include Relevant Industry Issues
To have a wider reach, your content should touch on industry developments and issues that relate to your products. Your content can’t be limited to just your company and products.
Decide which issues are important to you as a brand and talk about them in your posts. Trends and industry data injected with your distinct brand voice are usually effective in engaging readers.
For example, if you sell automated health care appointment software, you could have blog posts about customer service, health care best practices, or improving patient experience. These are relevant issues that demonstrate your brand’s personality and wide knowledge about the field.
5. Balance Written with Visual Content
Online users have attention spans that last for only a few seconds. If your page isn’t appealing enough, they are bound to leave and go somewhere else. And with written content? Too long and too tedious may drive away potential leads.
So, if you’re looking to boost your blog posts, incorporating visual content is key.
Studies of how the mind processes information also reveal that visual content is absorbed much faster than text. Indeed, it makes a lot of sense to use visual content as a way to provide information for audiences.
Visual content includes videos, images and illustrations, infographics, and bullet points. Readers will appreciate posts that provide variety rather than monotonous walls of written content.
A survey by Forbes even reported that 59% of senior executives prefer to watch a video than read text.
Of course, this doesn’t mean that you should eschew writing articles entirely. A healthy balance of both types of content makes blog posts doubly effective. Visuals can fill in the gaps during skimming, and they can help simplify complex information.
Hootsuite, a company that offers social media management tools, features written case studies and videos to present how their software has helped the marketing campaigns of financial institutions.
6. Don’t Sell
Nowadays, users who want to learn more about a product do so by researching thoroughly online. Users review about five pieces of content on average before deciding to purchase.
Hence, SaaS companies have to take advantage of this user behavior. By producing high-quality content that helps customers obtain the information they are after, you are not only establishing yourself as a thought leader, you are also moving customers down the sales funnel towards conversion.
You don’t really need to push for a hard sell on your blog posts. Remember, blogging is a very soft sell. Your customers come to your blog to find information or solve an issue.
If your content is fresh and relevant for customers, that’s enough to capture leads and convert visitors. And if you want to incorporate your product in the post, do it naturally, as if the product is really a point of discussion within the post.
Writing compelling content for SaaS is quite different from other forms of corporate writing. And in a good way, too. There’s less formality involved, and it entails a creative approach on how to introduce abstract products and services to potential customers.
From writing what will be useful to readers and keeping your writing simple, to adding visual content and toning down your hard sell, quality content is easily actionable.
Keep these techniques in mind, and your SaaS blog will have the potential to engage leads and encourage them to become customers.