Learn B2B SaaS Marketing

The Ultimate Guide to B2B SaaS Content Writing: Trends, Tips, and Key Strategies

by 

Lauren O'Bryan

Last updated: September 30th, 2024

B2B SaaS content writing is a dynamic and interesting niche to sink your teeth into. Unlike other types of content writing, B2B SaaS content demands a deep understanding of complex software solutions as well as the pain points experienced by customers. Whether it’s facing difficulty setting up and implementing a new platform or a lack of features and customization options – a good writer will be able to emphasize.

A skilled B2B SaaS content writer will have the ability to communicate value clearly and create content that drives tangible business results. So, how do you get started and build your career as a content writer in SaaS? It helps to understand the unique dynamics of a highly technical and rapidly evolving industry.

Whether you’re an aspiring content writer or a seasoned professional looking for insights, this comprehensive guide has it all. We’ll explore current trends, offer practical tips for creating compelling content, and discuss key strategies so you can stay ahead of the curve and elevate your content writing career in the B2B SaaS sector.

What is B2B SaaS Content?

B2B SaaS content refers to various types of media that are used to attract, engage, and convert users into paying customers.

Key types of B2B SaaS content include:

• How-to guides: These educate prospects about your product and demonstrate how it solves their specific pain points.
• Industry reports: In-depth analyses of market trends and challenges that position your company as an industry expert.
• Thought leadership pieces: Articles or videos showcasing your company’s unique insights and innovative ideas.
• Case studies: Real-world examples of how your product has helped other businesses, providing social proof and detailed information for decision-makers.
• Whitepapers: Comprehensive documents that dive deep into industry problems and your solution’s benefits.
• Blog posts: Regular updates on industry news, product features, and tips for using your software effectively.
• Webinars and video tutorials: Visual content that demonstrates your product’s functionality and value.

All of these different types of content work together to form a comprehensive marketing funnel that captures leads at every stage of their journey.

How is B2B SaaS Content Writing Unique?

In comparison to content writing in other niches, B2B SaaS content is unique because it focuses specifically on addressing customer pain points and highlighting feature benefits in the context of business solutions. Typically, the tone of voice in B2B writing is more professional to suit the audience and often includes data and statistics to back up claims and build authority.

Even though the topics may be technical in nature, the content is always crafted in a way that is easy for someone without technical knowledge to understand. Skilled content writers can craft high-level white papers for industry experts while also producing simplified content for non-technical stakeholders. This versatility is crucial as B2B SaaS content often needs to cater to various roles within an organization, from C-suite executives to end-users.

In addition, B2B SaaS content writing covers a broad range of content types because the niche generally involves a long sales cycle. This diversity is necessary to educate and nurture leads through each stage of the sales funnel, from awareness to decision-making and beyond.

How to Build a Career in B2B SaaS Content Writing

Building a career in B2B SaaS content writing requires dedication and strategic planning. If you already have some knowledge and experience in tech or SaaS, you’ve got a headstart. If you don’t, familiarize yourself with the industry by engaging with thought leaders, joining relevant online communities, and actively reading some of the top SaaS blogs to stay informed about emerging technologies and industry trends.

Skills and Certifications Required

To excel as a B2B SaaS content writer, certain skills are essential, and certifications will help you stand out from the competition.

Key skills for a successful career in content writing include:

• Strong writing skills and attention to detail
• Research and analytical skills
• Knowledge of SEO best practices
• Familiarity with one or more Content Management Systems
• Ability to adapt writing style for different audiences and content types

In addition, obtaining certifications in areas like content marketing, SEO, or even specific SaaS-related courses is highly desirable as long as you choose courses offered by reputable platforms like HubSpot or SEMrush. Remember that continuous learning is key to a career in the ever-evolving tech industry, so staying up-to-date with the latest tools and diversifying your skills is essential.

Networking and Finding Opportunities

Networking in SaaS is crucial for success. While many writing roles are remotely based, building a professional network is still vital for landing writing jobs and staying informed about new opportunities in the industry.

Joining formal SaaS online communities and participating in LinkedIn peer discussion groups are good ways to network and stay connected with the industry. In-person events are not as common, but if you have the opportunity to attend an in-person conference or event, definitely do. Alternatively, online webinars and meetups are also great places to connect with industry professionals.

Gain Experience and Build a Portfolio

Gaining experience can be challenging when starting a career as a content writer, but it’s definitely possible to build on your skills while building your portfolio. The good news is that, in the creative field of content marketing, your portfolio of work often carries more weight than a traditional resume, showing potential clients what you’re capable of.

To build experience, here are a few tips:

• Write for blogs or contribute to industry publications
• Take on freelance projects with different SaaS companies
• Offer pro bono work for startups or non-profits in the tech sector

Additionally, consider developing a personal website or portfolio page to showcase your best work. Your portfolio should demonstrate your ability to develop different types of content that cater to varying stages of the buyer’s journey.

B2B SaaS Content Writing Tips and Strategies

Effective B2B SaaS content writing requires a strategic approach that combines industry knowledge, audience understanding, and technical expertise. The following tips and strategies will help you produce high-quality content that stands out in the competitive B2B SaaS landscape.

Excel in Writing Various Types of Content

B2B SaaS content should align with the content marketing strategy and the sales funnel. The different types of content include the following:

• Blog posts and articles are great for educating and connecting with leads at the very top of the funnel.
• Whitepapers and eBooks are in-depth resources that provide detailed insights into specific topics or challenges. Because of the detail involved, they can be great for leads at either the top or middle of the funnel who are intrigued by your product and want to know more.
• Case studies are particularly well suited to users who have reached the bottom of the sales funnel. They’re at a point where they need to firmly understand how the product will work for them to make a purchasing decision. Carefully written case studies are very effective at driving conversions for leads at this stage in the buying process.
• Product descriptions and feature benefits inform bottom of the funnel leads about specific product capabilities and advantages.
• Email and newsletter campaigns are commonly used in a drip feed method to maintain relationships or nurture users along the sales funnel. Writing email content is different from blogs or case studies because they often provide a snapshot of a larger piece of content. They are short, sharp, and to the point.

A skilled content writer understands how these types of content fit into the overarching business strategy and customer journey, tailoring each piece to its intended audience and purpose.

Add Value With Your Content

Although B2B SaaS content is ultimately about selling subscriptions to a product, you should steer away from a mindset of selling and focus on educating users. Create substantial content with high-quality data sources to engage readers and encourage sharing.

Thought leadership pieces are a great way to engage and enlighten your audience on industry trends and innovative solutions. In addition, how-to guides and comprehensive comparison pages will provide deeper insight into a product and answer prospective buyers’ questions. By prioritizing value, you’ll build trust and establish the brand as an authority in the B2B SaaS space.

Structure Content Around Topics

There is always a lot of focus on target keywords; however, effective content marketing is best structured around topics. We call this the Hub & Spoke Model – it helps readers find related information and assists search engine crawlers in indexing pages, helping content rank higher in SERPs.

To boost user experience and your content’s overall visibility and effectiveness, create a web of internal links connecting similar pages and structure resources pages or any other content with clear subsections.

Understand the Audience, Industry, and Business Strategy

A deep understanding of the industry allows writers to create content that resonates with the target audience. This includes understanding audience needs, specific challenges within the industry, and the trends and emerging technologies that are influencing changes.

Well-researched content is more likely to be engaged with and shared with a wider audience, so stay updated on industry developments to provide timely and relevant insights. Develop detailed buyer personas that will help you see the product from the customer’s point of view and craft content that resonates with them.

Moreover, ensure the content aligns with business goals and maintains consistency in messaging across all channels to strengthen brand credibility.

Incorporate SEO Best Practices

Without incorporating SEO techniques, even the best content can go unnoticed online. To increase content visibility, implement the following key SEO techniques:

Keyword Research

Good keyword targeting is the core of good SEO. Use popular tools like Ahrefs, SEMrush, or Moz to identify and analyze keywords that attract users with a high buyer intent and those low-hanging fruit opportunities.

Structure Content For Readability and Crawlability

Include plenty of headings and subheadings to make content, particularly long-form content, more readable, and to enhance crawlability for search engines. In addition, keep sentences short and make use of bullet points and lists where possible to make content scannable for users who are searching for specific answers.

Maintain High Standards for Quality

Always publish high-quality content. Whether it’s the content itself or the external links you reference, everything should be accurate and from a reputable source. Audit and review content regularly to ensure all information remains relevant.

Promote Your Content

Even the very best content needs to be promoted. This helps to gain broader visibility and secure valuable backlinks which are another crucial element of good SEO. Ensure you cross post or adapt your content for other platforms where your audience is active, such as LinkedIn.

You can also make use of email campaigns to highlight valuable content directly with your existing audience, which they may then share with friends and colleagues. Another way to promote your content is through influencer partnerships. Collaborating with other industry leaders gives you the ability to tap into their network and broaden your content’s reach.

Case Study #1 How-To Articles to Address Pain Points

How-to blog posts are a great way to step a reader through solving their problem. Our client, Connect 365, wanted to use content to drive high-quality leads to their site and we helped them achieve that with a targeted how-to article.

We crafted a comprehensive article covering the key pain point that their customers face – how to get more customers through prospecting. We integrated plenty of internal links to their other products and features, as well as other related content to keep visitors engaged and on the site for longer. This type of comprehensive content is also great for attracting backlinks, another important element to SEO.

Case Study #2 Increased Organic Traffic from a Strategic Content Refresh

ClickFunnels is a popular landing page and sales funnel builder. Despite being a well-known brand and producing a steady stream of content, their content marketing was not achieving the goals they had set out. We worked with them to improve their content strategy and attract high-quality organic traffic.

They were creating a lot of new content but the topics simply weren’t resonating with their target audience. In reality, they only needed to focus on refreshing the right content. We took them back to the drawing board to analyze their competitors’ content strategies and which of their own content was top performing. We identified a comprehensive sales funnel piece that captured the attention of problem-aware users who are closer to the point of conversion than those who are problem-unaware.

Refreshing old content is time-efficient and can be particularly effective. In this case, we were able to successfully generate fresh interest resulting in an 863% increase in traffic on the previous year.

As a B2B SaaS content writer, you will find yourself developing all kinds of content as well as revamping old pieces like in this example. The next career decision you have to make is deciding whether you want to work freelance or with an agency.

Go Freelance or Work With an Agency?

When pursuing a career in B2B SaaS content writing, you have two options: going freelance or working with an agency. Of course, there are pros and cons to each path that will influence your decision.

Freelance Content Writing

Working as a freelancer gives you a lot of freedom to pick and choose your clients and set your own schedule. Many freelancers also work remotely, which adds to this sense of autonomy. However, building a stable client base that provides consistent income can be challenging, and some people find this income insecurity uncomfortable.

Establishing Your Freelance Business

Here are some tips that’ll help you establish yourself as a freelancer:

• Understand your target market thoroughly.
• Offer a range of services and competitive pricing models that highlight the value of your work.
• Create a personal website and up-to-date portfolio to promote your services.
• List yourself in writer directories for additional exposure.
• Engage actively on professional social media platforms like LinkedIn.
• Use guest blogging to showcase your expertise and attract clients.

Once you have a network of clients, you will find that not all will need consistent content. Maintain relationships even during periods of inactivity to stay in the loop and ensure you are the first point of call when needed.

Consistency, quality, and a strategic approach to marketing your B2B SaaS content writing services will help you build a successful and sustainable freelance career. Of course, this may all sound a bit too much, so the alternative is to work with a content writing or marketing agency.

Work With an Agency

Agency work offers more stability but less flexibility in client selection and work schedules. The upsides include no need to chase clients, promote your services, or worry about income consistency. So, how do you find an agency that is the best fit for you?

How to Choose the Right Agency

If your goal is to work primarily or solely on B2B SaaS content, then you need to seek out a marketing agency that specializes in B2B SaaS. Do your homework to understand the content production requirements and additional services you may have to provide along with writing content. Agencies typically offer a full suite of services, including content strategy, creation, and distribution. You may be expected to have skills in these areas too.

At Powered by Search, we only work with B2B SaaS clients and have years of experience in the industry. We provide a range of content marketing services that are designed to increase user engagement, attract high-quality leads, and reduce customer acquisition costs. We’ve worked with clients to develop editorial calendars, create pillar content and lead magnets that attract backlinks, and audit existing content libraries.

The Future of B2B SaaS Content Writing

The future of content creation remains strong despite AI’s emergence. High-quality content with a personal touch is in higher demand than ever. Thought leadership pieces are proving popular with users, as are interactive and video content. This doesn’t mean that emerging technologies won’t have an impact on B2B SaaS content writing.

Emerging Technologies and Their Impact on Content

AI and machine learning present a double-edged sword to content writing. On one hand, AI helps to produce content faster and more intuitively aligned with users’ needs. On the other hand, it raises concerns about the future employment of writers.

Augmented reality is another new kid on the block. This technology can supplement learning materials to unveil new features or be used for customer onboarding purposes. This doesn’t necessarily remove the need for written content but can be seen as an additional media type.

Evolving B2B Buyer Behaviors and Content Preferences

Evolving B2B buyer behaviors and content preferences are significantly shaping the future of content creation in the B2B SaaS space. As buyers become more discerning and technology-savvy, their expectations for content are changing, which in turn is driving new trends in how content is created and delivered.

Personalization Will Be a Major Priority

B2B buyers of today actively seek out content that addresses their specific needs and challenges. They expect content that is not only informative but also engaging, personalized, and easy to access. This shift is largely driven by the increasing availability of information online, empowering buyers to conduct extensive research before making purchasing decisions.

As a result, we’ll see an increased pressure to produce highly personalized and dynamic content, but on a large scale. This means that generic, one-size-fits-all content is becoming less effective. To capture buyers’ attention, content has to be highly targeted.

Adoption of New Platforms

The preference for interactive content formats, such as webinars, podcasts, and video content, will also play a role in the evolving landscape of B2B SaaS content. These alternative media platforms are more engaging and immersive, helping marketers secure users’ attention in an increasingly crowded online space.

Then there’s mobile content, which is nothing new in B2B SaaS marketing. But the growing trend for mobile-first content means that if you fail to adapt, you’ll quickly get left behind.

Wrapping Up

There you have it, everything you need to know about establishing a rewarding career as a B2B SaaS content writer – from the skills you need to get started and how to build a portfolio to land the work you want. We also covered the differences between working freelance and with an agency so you can decide what works best for you.

If you’re developing content with the intention of using it to scale a business, get started with our SaaS scalability score self-assessment. This scorecard will pinpoint where the business currently sits against the competition, and it’s completely free to use.