Every industry is different. Your industry, niche and goals will determine who you write for and where you publish. It is important to learn the tricks and tips that go into creating great content for SaaS.
Depending on what products / services you’re offering, SaaS can be a very technical field that can be jargon-y and difficult for the average person to comprehend. You have the chance to bridge this gap with great content. How do you get there? How can you make sure you are creating content that is valuable to your readers’ lives?
These are five tips that will help you create content for the SaaS market by content writing company in India.
Use what you have
Your website could have the best content. Do a content audit of your website before you set out to write a new whitepaper or eBook. Business owners often forget what they have.
You can find similarities between case studies, blogs, and website content. You should not be afraid to think outside of the box. These ten blogs about migrating data could be a great whitepaper.
It is not unusual for a group of quality blogs to become a whitepaper. A case study that is particularly compelling can also be used to create an infographic explaining the process.
Too often, content creation for SaaS can be seen as a tedious task that requires constant revisions. You might be surprised at the ideas you can create if you spend the time to look over the content you have.
Know Your Target Audience
As mentioned earlier, who you’re talking to can entirely change how you write. If you write a blog article aimed at IT professionals, for example, you will likely use more technical jargon and cover more details that are relevant to their job. These can include how to move data, modify settings and customize them, as well as other how-to blogs.
Imagine that you are writing to a business owner with a billion and one things to do, little IT knowledge, and very little time. It’s likely that you’ll cut down on the technical jargon and the how-to, and instead focus on what is important to them. It’s possible to discuss pricing options, key features and how to choose between SaaS providers.
You could end up writing technical articles for IT professionals or business owners if you don’t spend the time to get to know your audience before you start creating content for SaaS. You’ve probably wasted your time if that happens. When creating great content for SaaS, it is crucial to write to your target audience. A business owner without any software knowledge will not understand the most comprehensive how-to article.
You can tailor content to your goals
Before you jump into content creation for SaaS providers, think about your goals. Do you want to improve your website conversion rate or do you have other goals? Or do you want to be the number one Google search engine result? These two goals require you to create content of a completely different nature.
For optimizing search engine rankings, blogs between 800 and 1000 words will work best. They won’t help with conversions, however. A whitepaper or a guidebook would be better suited. The content creation process can be guided by defining your goals.
Your analytics are the first thing to consider when creating your goals. What amount of traffic are you getting? What part of your lead funnel are you lacking the most support? Blogs are a great place to start if you want to increase awareness. If you want to increase your close rate, your pricing pages might need some work or your contact button may need a revamp. There’s a content strategy that will help you achieve your goals.
Keep the Publishing Medium in mind
Your content will be published where you choose. An article published to Facebook, LinkedIn and your blog page requires a different format and content style than a whitepaper behind a contact form. Consider this: Facebook users don’t want to read a book when they click on an article in the news feed. They’re just looking for stratgies to get them to their own goals.
Potential leads who have read through several blogs and browsed your website are more likely to purchase a whitepaper. These potential leads are searching for more information about your products, services, and expertise. They are looking for deep knowledge to help them decide why they should choose your company.
Focusing on content creation for SaaS platforms is important. Keep your articles under 1000 words and use lots of headings. This makes it easier for social users to scan the article on their mobile devices and makes it less overwhelming.
If you’re writing content for serious buyers, think of writing in more of a chapter format — so, a table of contents, chapter titles, and at least 3000 words of copy. Your audience will also reflect the medium on which you publish your content. When writing, don’t forget to adapt your content to the platform and medium.
Keep the end goal in mind when writing
Ask yourself these questions before you begin to do anything:
- What is your website trying to accomplish?
- What are your clients and customers most concerned about?
- What would you like to communicate to the company?
- Do you welcome each type of visitor?
It is important to identify the CTA type for each persona, and ensure that the copy is properly mapped to drive the appropriate actions according the end-goal. Don’t think only about your end-goal. Consider the intent of the user when they visit your website.
The user intent refers to the actions that intends when they land on your website. This could be signing up to a new service or consultation, purchasing a product or learning more about your offerings on your blog.
Whatever these “end goals” are, tailor your language toward your personas that subtly directs your visitors to that desired action. You need to make sure your readers are not left out of the initial experience, whether it is a form fill or a request for consultation.
Many B2B SaaS businesses use website visits to direct buyers through the marketing funnel. They can also request a demo via a form fill. Inbound marketing is all about capturing contact information. Therefore, your calls to action need to be strategically aligned for each person’s journey.
Focus more on the benefits and not just the features
When they are in trouble awareness, very few people will care or know about the technical details of your SaaS B2B product’s functionality. It is less important how your product works than what it does.
Website copy is a time-consuming task. You don’t have the time to explain complex concepts to your readers. Begin with the benefits that your end-user will enjoy using your product/service and allow them to visualize their lives with you.
Make sure to use action verbs and adjectives that highlight the benefits received. Your audience should feel the excitement and power of your product or service in every aspect of their lives. Then, take it with you.
These were some SaaS content writing tips by content writing company in India.