The Ultimate Guide to SaaS Content Writing

Guide to SaaS Content Writing

“Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one.”

– Robert Rose, Chief Strategy Advisor, Content Marketing Institute


An Introduction to SaaS Content Writing

What is SaaS Content Writing?

When I started writing a blog about SaaS content writing, I figured that a good place to start would be asking one of my favorite content writers (ok, it was ChatGPT) for a working definition of content marketing. Here’s what I got:

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and ultimately, to drive profitable customer action. It’s about building a relationship with your audience and providing them with high-quality content that solves their problems or meets their needs.

That’s a pretty good start, but content writing for SaaS, which is what I do every day and what I’m going to walk you through in this post, is a more highly specialized endeavor. By the time we’re finished, you’ll have everything you need – not just to write great content, but to do it effectively for a SaaS company at any stage of development from startup to enterprise.


What Makes SaaS Content Writing Unique?

General content marketing and SaaS content writing differ significantly in their approach and execution. Most content marketing targets a relatively broad audience with a wide array of products or services, SaaS content writing is uniquely tailored to address the specific pain points addressed by a particular software-as-a-service solution.

  • SaaS content must handle technical complexity, ensuring that even highly detailed product features are conveyed in an understandable and engaging manner.
  • User experience must be prioritized. Content should emphasize how the software can solve real-world problems and improve workflows.
  • The rapidly evolving nature of the SaaS industry requires content to be frequently updated and adaptable to reflect the latest product enhancements and market trends.
  • The subscription-based model favored by most SaaS providers demands content that not only attracts new users but also fosters long-term customer relationships and retention.
  • SaaS buying cycles are often long and may involve multiple decision-makers. Content must appeal to diverse stakeholders and provide clear, persuasive, and informative material at every stage of the buyer’s journey.


Why Do SaaS Content Marketing?

Content marketing drives growth, builds customer relationships, and keeps companies competitive. When it leverages targeted content, marketing for SaaS achieves remarkable results. Consider some stats:

  • Lead Generation: Content marketing generates 3X the number of leads as traditional outbound marketing while costing 62% less, according to the Content Marketing Institute. This efficiency enables SaaS companies to attract and nurture a steady stream of potential subscribers without overspending on marketing efforts.
  • Improved ROI: Forbes reports that the average content marketing return on investment (ROI) is $2.77 for every $1 spent, which equates to 177% profit.
  • Consumer Trust: According to, 64% of customers trust brands that create educational content. Building trust through valuable and informative content is crucial for establishing long-term customer relationships and ensuring ongoing subscription renewals. Educational content positions SaaS companies as knowledgeable and reliable partners in their customers’ success.


“Content is what the search engines use to fulfill user intent.”

– Neil Patel, Marketing Expert


SEO and SaaS Content Writing Go Hand in Hand

Should I Incorporate SEO Keywords in SaaS Content Writing?

Yes! Incorporating keywords in content is an essential component of effective SEO strategy for SaaS. It increases visibility by ensuring that the content ranks higher in search engine results, making it more likely for potential customers to discover your SaaS product. This enhanced visibility drives targeted traffic to your website, attracting visitors who are actively searching for the solution your SaaS product offers. Using relevant SEO keywords also provides a competitive advantage by positioning your SaaS ahead of competitors whose marketing departments are not leveraging SEO as actively or effectively as yours. Incorporating well-researched keywords also enhances user experience by aligning content with search intent, making it more relevant and useful. Finally, SEO keywords offer long-term benefits including better brand awareness, social media performance, and analytics, all of which will boost ongoing customer acquisition and retention rates.


How to Research and Incorporate Keywords

Researching and including keywords in your SaaS content writing is a strategic process. Begin by brainstorming a list of possible keywords, then use a tool like Google Keyword Planner, Ahrefs, or Semrush to help you identify which high-volume, low-competition options are most relevant to your target audience. By focusing on them, you can improve your chances of ranking higher in search engine results, attracting more organic traffic to your website. Prioritize keywords that have a high search volume but lower competition to maximize your content’s visibility and effectiveness.

Once you have a list of keywords, begin integrating them throughout your content. Search engines give significant weight to title and headings when determining relevancy title, so start there. Include your primary keyword in the title and at least one heading to signal the main topic of your content. Mention your keywords naturally in the introduction and conclusion to frame the topic and reinforce its relevance. For the body content, aim for a keyword density of 1-2%, ensuring that the keywords are woven seamlessly into the text without disrupting the flow or readability. Don’t overlook meta descriptions and alt text for images. They give you more opportunities to include keywords and improve your content’s SEO performance.

“Quality content means content that is packed with clear utility and is brimming with inspiration, and it has relentless empathy for the audience.”

– Ann Handley, Chief Content Officer, Marketing Profs


10 Ways to Put SaaS Content Writing into Motion

A diverse range of content is the backbone of effective SaaS marketing. Different types of content serve different purposes, each catering to unique audience needs and preferences. Here’s a detailed guide on how to leverage various kinds of SaaS content writing to enhance your marketing strategy:

1. Blog Posts help establish your brand as an industry thought leader. Share industry trends, address common customer pain points, and provide useful insights.

2. E-books and Whitepapers offer comprehensive information on complex topics, making them valuable tools for lead generation. These in-depth resources demonstrate your expertise and provide substantial value to your audience.

3. Case Studies showcase customer success stories with real-world results. They provide social proof of your product’s effectiveness, building credibility and trust with potential customers by highlighting how others have benefited from your SaaS solution.

4. Social Media Posts must be tailored to drive inbound traffic and increase brand awareness, so do your homework and understand each platform’s audience and tone. Share engaging and relevant content to connect with your audience and expand your reach. Remember to monitor comments and respond regularly. Repurposing content for social media will help you maximize the value of blog posts and other writing.

5. Infographics make complex data more digestible and shareable, leading to improved engagement and retention. They visually communicate key points, making it easier for your audience to understand and remember the information they contain.

6. Email Newsletters keep your audience informed about the latest company news, publications, and product updates. They maintain engagement with potential and existing customers and encourage repeat visits to your website. They can even help you re-engage users who have left the fold.

7. Videos can simplify complex ideas, making them perfect for product demos, testimonials, and brand stories. Currently extremely popular, exciting video content can significantly boost social media engagement and customer retention.

8. Podcasts provide a platform for thought leadership through audio content. Hosting interviews with industry experts and discussing relevant topics will enhance your brand’s authority and reach. Host your own podcast or seek guest spots on others’ shows.

9. In-App Content such as tooltips, tutorials, and user manuals, helps guide users effectively. Provide contextual content within your SaaS application to ensure that users have the information they need right when they need it.

10. Online Training Libraries with collections of training materials and resources allow users to access on-demand learning about your product and industry best practices. Include video tutorials, written guides, and interactive elements to cater to different learning preferences. Consider gamification such as badges to make learning fun.

Each format has its unique strengths and can significantly contribute to your overall marketing goals when used effectively. Choose a variety of content types to address the diverse needs of your audience, enhance user engagement, and establish your brand’s industry leadership.


Repurpose Content for Maximum Value

Repurposing your SaaS content writing is an efficient strategy that will extend your reach and improve SEO while maintaining a consistent flow of material with less effort. This approach enhances your SEO by generating multiple backlinks and increasing keyword usage across different content pieces and guarantees a steady stream of fresh content without the effort required to create entirely new material from scratch. Here are some B2B SaaS content repurposing ideas that our team finds effective:

  • Convert blog posts into social media snippets. Break down blog posts into short tips or quotes for social media to drive traffic and engagement.
  • Combine blog posts into ebooks. Write a series of posts sharing a single theme and package them for in-depth content.
  • Create infographics from articles. Turn data-rich articles into infographics to make complex information more accessible and shareable.
  • Transform webinars into video clips. Edit webinars or other online sessions into short video clips for YouTube and social media to extend their reach.
  • Turn podcasts into blog posts. Transcribe/pull quotes from podcast episodes into blog posts to enhance SEO and accessibility.


Start Creating Content for Your SaaS Today

Effective SaaS content writing is more than just cranking out words; it’s the expert crafting a wide range of strategic, targeted, and engaging content that overcomes the unique challenges of the SaaS industry by addressing the unique pain points of prospects and users. By leveraging the right techniques and tools, you can create blog posts, eBooks, social media and more that will attract and retain customers while establishing your brand as a trusted leader in the field.

Does your company need expert assistance creating compelling SaaS content? We’re ready to help. Contact Bay Leaf Digital today.

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Author Profile
Terry Wolfisch
Terry Wolfisch Cole
Terry is a marketing content manager at Bay Leaf Digital. She holds degrees in writing from Binghamton University and New York University, and brings decades of sales and marketing experience to her work. Terry puts words to work for Bay Leaf Digital clients, generating long-form and short-form content across platforms. When she’s not at her desk creating awesome content, you can find her telling Moth-style true stories on stage or chasing her next Bruce Springsteen concert.