SaaS content is one of the best ways to convert more leads. After all, 2019 studies show that 85% of SaaS companies have a blog, and at least 36% use their blogs to educate their audience.
This number will be even higher in 2024 because more and more SaaS businesses are writing some sort of content.
But what exactly is SaaS content writing, and how to write it? And how much should you pay your saas writer?
Keep reading!
- Key Takeaways:
- SaaS content writing is about creating written content for companies selling SaaS (Software as a Service) products.
- The best SaaS content writing agencies are Rank Lyx, Verblio, Compose.ly, Upwork, and Crowd Content.
- Blog posts, landing pages, product descriptions, thought leadership pieces, and case studies are examples of SaaS content writing.
- SaaS content writers
Table of Contents
What is SaaS Content Writing?
SaaS content writing is the process of creating written content for companies offering Software as a Service (SaaS). SaaS content can be a blog post, social media post, or case study that teaches, engages, and converts leads to customers.
For example, Zoom, a Saas company that provides cloud-based communication services, has Saas content about its video conferencing app.
Slack, a team communication platform, also publishes saas content that shares the newly added features.
I could share more examples, like Semrush, which also uses content writing to teach its audience about its various products.
SaaS content aims to turn visitors into paying customers by addressing their challenges and showcasing how the SaaS solution can simplify their lives or grow their business.
Why is SaaS Content Writing Important?
SaaS content writing is important because it:
- Acquires more customers
- Improves search engine visibility
- Educates your audience
- Improves customer retention
- Builds brand awareness
- Keeps customers loyal and
- Establishes credibility and expertise.
Let’s discuss each point in more detail.
1. Acquire More Customers
SaaS is growing fast because of cloud computing, remote work, and affordable software, and creating good SaaS content can help your business get more customers.
Statista reports that end-users spent $206 billion on SaaS software in 2023. Customers are expected to pay $89 billion more by 2025.
Retailtouchpoints.com published an article saying that 76% of consumers purchased a product they saw in a brand’s social media post.
It adds that 65% of U.S. consumers say the link in a social media post led them to a product they weren’t initially interested in purchasing.
These insights indicate that a potential customer might see SaaS content about a product online, click on it, and purchase it. You lose customers and the income necessary to grow your business by not publishing content.
Take Asana, for example. They rank first for the keyword “how to choose a project management tool.”
They discussed their core features in the blog post, like views, custom fields, and templates.
They also added calls to action to incite readers to take action
Today, Asana has 150,000+ paying customers and 2.5M+ active users. Reaching these numbers by word of mouth or through luck will be impossible. They invested in SaaS content from the beginning.
2. Improving Search Engine Visibility
SaaS content writing can help your website rank higher in search results. After all, you have to write content to rank.
Take Zendesk, for example. They rank 1st on Google for important keywords like:
— AI customer service
Customer support
By using the right keywords, you can attract more potential customers. That’s why, at Rank Lyx, we offer a Topical Map service to achieve topical authority.
Topical authority is when people see your website or blog as an expert on a specific niche. You achieve it by creating many blog posts that cover every subject of your niche.
Instead of just writing a few posts about customer service, you would write about all its subtopics like:
- Customer support channels
- Support ticket management
- Customer support best practices
- Customer support training
- And more.
When search engines, like Google, notice that you covered your niche entirely, they consider you an authority and reward you with more traffic.
At Rank Lyx, we use SEO tools, check your competitors, scan Google, and use AI to find topics that will make your site an authority. Ultimately, you will receive a map and a detailed report explaining why each topic has business value.
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To summarize, regularly posting new, high-quality content can boost SEO and increase traffic.
According to Gitnux, 55% of SaaS businesses use content marketing as their main marketing strategy.
Moreover, SaaS companies that have a blog and publish content regularly generate 126% more leads than those that don’t.
Salesforce is a good example of using a blog. According to Semrush, they received 127.1 million visits in July 2024, with an average session duration of 11 minutes and 46 seconds.
This indicates that potential customers are spending significant time engaging with SaaS-related content.
3. Educates Your Audience
When you explain the features and benefits of your product, your audience understands how it can help them achieve greater results. They’ll more likely decide to buy your product.
Hubspot takes the opportunity to provide insights into its products, specifically indicating how customers can use them to solve their problems.
Slack also educates its users on its automotive features.
4. Improves Customer Retention
SaaS content writing offers ongoing support through FAQs, blog posts, and knowledge bases. By addressing common questions and issues that customers may have, you can keep them engaged and interested in your product.
For example, Google uses SaaS content writing to provide a thorough education on its Google Meet platform. It’s a honey to attract bees (customers in this case). Users can revisit and read the content anytime they have problems using a feature.
Let me tell you a customer retention story.
We use Slack to communicate with team members, and we (and many users) didn’t like the new themes and designs Slack introduced.
However, despite these issues, we stuck with Slack. Why?
Here is what Piaff, our Lead Content Strategist and Slack Administrator, said:
“I tested seven business communication tools but didn’t find a suitable one. I also tried to rely on built-in chat tools in our project management tools, but tracking each conversation was a nightmare.”
What did he do? He continues:
“There are two main reasons why we continue to use Slack despite the negative comments from many users: 1) We use the Slack Connect feature to invite and work with our clients directly in Slack (no more emails), and 2) Slack explains each change and continues to release new updates, like a separate tab for pinned messages.”
Using SaaS content writing to communicate with your customers undoubtedly improves retention.
5. Building Brand Awareness and Recognition
SaaS content writing can also build brand awareness and recognition. Brand awareness is how well your target audience recognizes and remembers your brand.
The more people are aware of your brand, the more likely they think of it when they need a product or service in your niche.
Companies can establish themselves as thought leaders in their industry by consistently creating and sharing valuable content.
For instance, ClickUp has become popular because it ranks 1st for many queries.
6. Keeping Customers Loyal
Another benefit of SaaS content writing is keeping customers loyal. Customers like fresh content and want to know what you’re doing behind the scenes.
I came across this Reddit thread where the original poster was worried about Trello’s slow updates.
It’s a clear example of what your customers feel when you don’t write enough; they feel betrayed and compare you with competitors.
As Edgar Mitchell once said:
“If we don't take care of our customers, someone else will.”
As such, publish content regularly, even if it’s not about new updates. An active blog says a lot about the work being done behind the scenes.
For instance, Shopify, an e-commerce platform, regularly writes e-commerce-related content, such as how to start an online store or a jewelry business, the best e-commerce platforms, what e-commerce is, and more.
Write or outsource how-to guides, product updates, or industry insights that help customers get the most out of the service. Such content reinforces the customer’s decision to stick with the brand and strengthens long-term loyalty.
I also wanted to share a quick tip before moving to the next section.
Do not underestimate the power of case studies. I often come across sites that add the link to the case studies page to their footer. Given its importance, add it to your menu bar for easy access.
Asana has a whole section on its website called “Customer Stories,” where they publish stories shared by their loyal and trusted customers.
Sir Andrew Frank Davis, a prominent British conductor and music director, once said,
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”
This justifies that quality SaaS content can ensure trust between a brand and its customers.
7. Establishing Credibility and Expertise
SaaS content writing boosts credibility and expertise.
Well-crafted content showcases industry knowledge and provides practical solutions, making your SaaS company reliable and authoritative. To showcase expertise and credibility, you need to craft content that helps readers achieve something.
Write about “How to collect customer feedback” instead of only covering topics like “The importance of customer feedback in business growth.”
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SaaS Content Writing vs. Other Types of Content Writing
Saas content writing is about convincing potential customers that your software is the best solution for their problems. You must clearly explain your software’s features and why it’s better than the competition. (Best Project Man
Other content writing, on the other hand, like blog posts or articles, is about sharing information and ideas. It’s less focused on selling something and more about informing or entertaining readers.
Check out the table below to learn more about the differences:
|
Aspect
|
Writing for SaaS
|
Other Writing Forms
|
|---|---|---|
|
Target Audience
|
B2B and B2C customers, software users, looking for specific software solutions
|
Varies widely; can inform, entertain, sell, or inspire, depending on the industry
|
|
Goal
|
Educates users about software solutions, product features, and benefits.
|
Can be to entertain, inform, inspire, or drive sales depending on the type of writing (e.g., blogs, ads).
|
|
Tone and Style
|
Professional, often technical, focused on solutions and value propositions
|
Ranges from casual to formal, depending on the brand or medium
|
|
Typical Content Types
|
Blog posts, case studies, white papers, product guides, landing pages, tutorials
|
Blog posts, social media, press releases, eBooks, advertisements, newsletters
|
|
Focus Areas
|
Product features, customer pain points, onboarding, scalability, ROI, integrations
|
Broader themes like lifestyle, product reviews, industry news, or entertainment
|
|
SEO Considerations
|
Focused on high-intent keywords (BOFU and MOFU), product-specific terms, SaaS solutions
|
Broader keyword range, depending on industry and target audience
|
|
Conversion Goals
|
Drive trial sign-ups, product demos, and long-term subscriptions
|
Varies; could aim for product sales, brand awareness, or lead generation
|
|
Content-Length
|
Typically long-form (1,500 - 3,000+ words) for in-depth product and solution coverage
|
Can range from short-form (300 words) to long-form, depending on the purpose
|
|
Metrics of Success
|
User engagement, sign-up rates, demo requests, MQLs (Marketing Qualified Leads)
|
Traffic, social shares, brand awareness, conversions, or leads, depending on goals
|
SaaS Content Examples
1. Blog Posts
A blog post is an online piece of content used to share information, ideas, and experiences. It focuses on specific topics, like personal experiences, tutorials, opinions, product reviews, or industry-related insights.
This article you’re currently reading is a blog post. This page titled “10 Best Blog Writing Services For High-quality Posts!” is also a blog post.
Another example is “How To Use AI to Write Original Blog Posts?” by Lucca.
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2. Landing Pages
A landing page is a standalone web page that captures visitor’s attention and drives them to take a specific action, such as signing up for a newsletter, downloading an eBook, or purchasing a product.
How does it differ from other pages?
Unlike regular web pages, which usually encourage browsing across a website, a landing page has a clear, single focus. It’s often connected to a marketing campaign or offer.
For instance, our services page is a regular web page that mainly encourages visitors to scroll down and access our SEO content writing services.
However, our ‘blog writing service’ page is a landing page because it encourages visitors to fill out a form to request a free blog sample.
Zendesk’s landing page asks users to fill out a form to request a demo.
3. Product Descriptions
A product description is a detailed explanation of a product’s features, benefits, and uses. Its purpose is to set the product apart from competitors, inform potential customers, and encourage them to purchase.
For example, Surfer SEO wrote a detailed product description about their Topic Explorer feature.
Writesonic also has a detailed product description explaining its SEO checker feature.
4. Thought Leadership Pieces
A thought leadership piece is content in which the author shows deep expertise, insights, or innovative ideas within a particular industry or niche.
Thought leadership pieces are often blog posts, articles, whitepapers, opinion pieces, or even speeches, and they target an audience wanting expert guidance or new ideas.
This article from Kular is a thought leadership article.
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5. Case studies
A case study is an in-depth analysis of a particular individual, group, company, or situation over a specific period. The goal is to draw conclusions and insights by exploring how your SaaS product or service helped a company.
This LinkedIn post from Jasper AI is an example of a SaaS case study.
We can see another example in this Miro case study about HP.
Canva shares how its user-friendly design platform helped a university achieve a 98% reduction in design turnaround time.
Swapnil Sapar, Principal engineer at Paypal, discusses how they use Postman in a case study published by Postman.
5 Best SaaS Content Writing Services
1. Rank Lyx
Rank Lyx is a content agency specializing in writing SaaS content that ranks high on Google and drives traffic and sales.
We create your SaaS content strategy, and our SaaS writers craft high-quality blog posts, case studies, and other content tailored to your business. Our mission is to help you increase traffic, attract customers, and enhance brand visibility.
Our internal core value is: We save you time, we save you money, and we make you more money.
We save you time by writing impeccable content that is ready to publish. We provide images and videos, do internal and external linking, do keyword research, do On-page SEO, and more.
We save you money by offering affordable rates:
- $0.06/word for AI-written content (+ extensive human editing)
- $0.1/word for 100% human-written content
As a special bonus, we offer a free Topical Map service to businesses that order over 20 articles.
Finally, we make you more money by creating high-quality content that ranks and drives traffic and conversion. The more you make money, the more we do as well.
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2. Verblio
Verblio is a SaaS-based content writing platform that connects businesses with freelance SaaS writers.
They write various SaaS content such as blog posts, articles, website copy, etc.
Essentially, Verblio acts as a marketplace where businesses can outsource their content needs to professional writers, all through an easy-to-use platform.
3. Compose.ly
Compose.ly is also a content creation platform that connects businesses with freelance writers. They specialize in creating high-quality, SEO-friendly content for small, medium, and enterprise-level organizations, including SaaS content writing.
4. Upwork
Upwork is one of the biggest freelance platforms, connecting businesses and freelancers worldwide. It’s a marketplace where you can find skilled professionals in writing (like SaaS content writing), graphic design, programming, virtual assistance, and beyond.
Upwork offers companies a hassle-free way to hire freelancers on a project-by-project basis. They don’t need to offer long-term contracts or hire full-time staff.
5. Crowd Content
Stellar Content (Formerly Crowd Content) is another SaaS content writing service designed to help companies outsource their content needs, whether it’s blog posts, product descriptions, website copy, or other forms of written content.
Companies can work with Stellar Content to create content and brand strategies, specify the type of content they need, and set deadlines.
How Much Should You Pay Your SaaS Content Writers?
The amount you should pay your SaaS content writer depends on their experience, niche expertise, project scope, market rate, and content type.
But here’s a straightforward breakdown of typical rates you can expect:
- Blog Post (1,000-1,500 words):$150 to $500, depending on experience and expertise.
- Social Media Post (short, 100-300 words): $50 to $150 per post.
- Case Study (1,000-2,000 words): $500 to $1,500, depending on depth and complexity.
- Ebook (5,000-10,000 words): $2,000 to $10,000, depending on research and length.
These figures vary based on the writer’s skill level, niche experience, and geographic location.
How to Write SaaS Content?
1. Understand Your Target Audience
To write good content for SaaS products, you need to understand who you’re talking to.
Are they tech experts or business owners who know little about technology?
Knowing this helps you use the right words and tone to explain things clearly. When you understand their problems and what they want, you can write more interesting and helpful content.
For example, our outlines always contain a “target audience” section that indicates who I’m targeting and why.
The target audience for the article you’re currently reading is “SaaS founders, CEOs, and Marketers.”
Keeping my audience in mind, I can craft better stories that present our services as the best in the market.
2. Write an Outline
Before writing your SaaS content, plan out what you want to say. This is called an outline.
An outline is a structured plan or roadmap that helps organize ideas and information before writing them. For a SaaS blog post (or any piece of writing), an outline typically includes:
- Main Topic: The subject or working title of the post.
- Sections: Key categories or headings that break down the main topic.
- Supporting Points: Bullet points or notes that detail what you’ll discuss under each section.
Here is an example of a blog post outline
Let’s say you want to write a blog post about the best productivity apps. Your outline could look like this:
Title: 5 Best Productivity Apps in 2024!
- Intro
- Productivity apps compared (note: create a table comparing these apps)
- 5 best productivity apps
- Your Productivity App
- Features
- Pricing
- Best For
- App 2 (Note: Discuss Features, Pricing, and Best For for each app)
- App 3
- App 4
- App 5
- Your Productivity App
- What is a productivity app?
- 5 factors to consider when choosing a productivity app
- Productivity features (Note: Discuss tasks, Calendar Integration, time tracking, etc)
- Easy of use
- Cross-device compatibility
- Cost and ROI
- Integrations
- Choose the best productivity tool (Note: This is the conclusion)
- FAQ
Do you see how this outline saves you time? You already know what to cover in each section and how to make your article comprehensive. Writing becomes a nightmare without an outline because you cannot know if your article covers the main points.
3. Use a Clear and Conversational Tone
When you’re writing about your software, keep it simple and easy to understand. Avoid using fancy, technical words unless your readers need them. Talk about things in a way that’s like having a conversation with a friend.
For example, we wrote an article titled “What is a video testimonial” for a client (Famewall), in which we used simple language to discuss the product’s features.
We simply said, “Customers can use their phone or laptop to record testimonials through a collection page.” One simple sentence with a lot of customer conversion power.
4. Focus on Benefits, Not Just Features
Tony Robbins, life coach and motivational speaker, said:
People don’t buy products; they buy feelings, states, and identities. They want to feel significant, unique, special, and important.
Moreover, people will call your product a “cool tool” if it doesn’t
- Save them time,
- Save them money, and
- Make them more money.
As such, instead of just telling people about the fancy things your software can do, focus on how it can help them. Show them how it will make their work easier or help them make better choices.
Don’t just say, “Our software is unique because the X feature can do this and that.” Explain how the X feature can save them time, solve their problems, and improve their business.
5. Make the Content Actionable
When you write about your software, give people something they can do right away. Show them a step-by-step process and give them helpful tips. This will make them feel like they can use the information.
For example, if you’re writing about a tool that helps you manage projects, show people how they can use it to get their work done more easily. The goal is to make people feel like they’ve learned something useful that they can use right away.
This is precisely what we did in the data aggregation post we wrote for Sheetgo.
We gave an example of a typical challenge faced by HR teams and showed the steps to solve the problem with Sheetgo.
We did the same thing in the RPA vs BPA post.
6. Include Strong Calls to Action (CTAs)
A simple but powerful call to action can turn a reader into a customer. Make sure your calls to action are clear and exciting.
They should guide the reader to the next step, like signing up for a free trial, downloading a guide, or contacting a salesperson.
When I say “call to action,” I don’t mean the button; I mean the whole text (or headline) encouraging the reader to take action.
I recently reread Dotcom Secrets by Russel Brunson, and Jim Edwards shared something interesting in chapter 18, which he co-authored:
“No matter where you use a headline (or text in the CTA in our case), its job is not to sell. The job is to hook the right target audience members to stop what they’re doing, arouse curiosity, and move them to the next step.”
That’s a powerful statement that should guide the CTAs in your SaaS content writing.
Let me share a good and bad call to action.
The bad:
“Looking to improve your productivity? Many users have found they save a few hours each week on repetitive tasks. Consider signing up for a free trial and see how to manage your time better!”
Why is it bad:
- Phrases like “improve your productivity” and “save a few hours” lack specificity and urgency.
- It uses softer phrases like “consider signing up,” which do not compel action.
- The number of hours saved is too vague.
Let’s look at a better version.
“Ready to transform your productivity? Join 180,000+ users who save them 6 hours per week on repetitive tasks. Sign up now for a free trial and start taking control of your time today!”
- “Ready to transform” and “Start taking control of your time today” inspire immediate action and create urgency.
- The number of users increases trustworthiness: 180,000+
- The number of hours is specific: 6 hours.
- The call to action invites readers to take a step forward immediately.
At Rank Lyx, we make sure to add multiple CTAs in our blog posts.
7. Optimize for Search Engines (SEO)
Optimizing your content is the last set when writing SaaS content. The goal is to help search engines (like Google and Bing) understand your content and show it to the right people.
After all, you don’t want your article “Best AI Chatbots” to show to people searching for “Will AI overtake the world?”
Optimizing your content means using the best On-page SEO tips, such as:
- Adding keywords to your headings and subheadings
- Placing keywords in the content strategically
- Adding internal and external links
- Using and optimizing images
- And more.
We include these On-page SEO tips and more in every blog post we write for our clients. We also optimize with Surfer SEO at a fee.
Use SaaS Content Writing in Your Business
There you have it! We just ended our superb journey.
We saw what SaaS content writing is, its importance, content types, and how it compares to regular writing.
Finally, we saw B2B SaaS content agencies and how to create good content.
So, what’s the next step?
Identify the type of content you need. Then, decide whether you’d outsource it or write it in-house. Finally, write your content with the best tips in this article.
Feel free to contact us if you want help in your creation process. We love solving problems.
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Milton
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Let our expert writers transform your ideas into SEO-optimized and engaging blog posts that drive leads and sales.
