B2B SaaS content writing involves creating relevant and informative content on a specific product targeting other businesses rather than individuals. It differs significantly from B2C or business-to-customer content writing as B2B audiences are more specific with their needs and demand technical know-how of the product or service.
Forbes says B2B content marketing helps 84% of brands build awareness through content marketing, whereas 76% of businesses generate leads successfully. Moreover, content marketing is relatively inexpensive than paid advertising. Thus, B2B SaaS content writing is the ideal way to inform about your SaaS product to potential prospects, communicate its benefits to your target audience, and convert the right leads to your customers organically.
However, crafting engaging B2B SaaS content is not straightforward. Let’s learn the intricacies of B2B SaaS content writing in detail with this blog.
B2B SaaS Content Writing Explained
Crafting B2B SaaS content is different from other forms of generalized content. For instance, a company selling software applications built for supply chain management or cybersecurity services will need a dedicated B2B SaaS content writer to better understand its products and articulate them using the right words.
In simple words, B2B SaaS content involves educating the target audience about your SaaS product’s features and benefits and how your audience can leverage them to meet their needs and challenges.
Furthermore, since the target audience for B2B SaaS is other business owners, the content needs to be of high quality and professional, covering the technical and functional capabilities of your SaaS product.
So, what should be the focus behind B2B SaaS content writing? How is it different from other forms of writing? Let’s discuss.
Tailored Content
Content writing for SaaS involves a thorough understanding of the SaaS product and its technical features as you target other business owners who need specific software solutions.
However, using too many technical jargon and terms can be overwhelming for the audience. It needs both technical features and business needs in the right proportions. If that sounds overwhelming, a B2B SaaS content writer can help you explain the complex technical features and functionalities of your SaaS product in simplified words.
Purpose
The intent behind writing a SaaS blog is different from general content writing. General content focuses on informing, entertaining, and educating the audience, whereas SaaS content highlights the product’s features and benefits and how users can leverage them to their business advantage.
Product-Led Content
Product-led content means highlighting the features and benefits of your SaaS product and how it differs from other products in the market. For example, a blog post titled “ How our supply chain management software helps you boost your sales” would explain the unique features and functionalities of the software.
The intent is to let your potential customers know that your product solves their challenges and why they should consider your product as their solution.
Data-Driven Content
Data-driven content involves conducting research, case studies, cost-benefit analyses, surveys, etc, about your SaaS industry and including them in your content. Data-driven content can also help you in your SEO and back up your content with backlinks from credible sources.
Going Long Tail
Long tail involves selling low volumes of hard-to-find items to targeted customers. Your SaaS product often focuses on providing solutions to a specific niche. For example, you can go niche and use your target audience’s pain point as long-tail keywords in your blog post.
It could be an “automated chef-less kitchen for your restaurant business.” The long tail marketing tactics let you target less competitive and highly niche. In this case, you’re targeting restaurant owners who are looking for innovative solutions for the restaurant business.
B2B saas content writing examples
What sort of content comes under B2B or B2B content writing meaning? Let’s explore.
Blog Posts
Blog posts are ideal for educating your B2B audiences about your product’s benefits and describing how the product solves their pain points. Since blog posts are long-form content, you need not worry about word count, and you can tell about your products in detail.
Adding relevant infographics, authoritative statistics, and visual elements will back up your brand and help you gain credibility. Including a strong call to action at the end of the blog will help you with conversions.
Case Studies
Case studies are another fantastic piece of content that helps you depict how your products solve the pain points of customers. Often, case studies include the strategies and techniques you followed to solve the customer’s problem.
Since case studies are based on facts and statistics, they are often backed up by real-world data, testimonials, evidence, and feedback. Thus, case studies can act as social proof for your business.
White Papers
White papers are authoritative, in-depth reports or guides that address specific issues, solve problems or make a case for a particular product, service, or methodology. They are commonly used in B2B marketing to inform and persuade decision-makers within organizations. White papers help businesses build authority and trust among audiences.
Mailers
Email marketing is a content marketing strategy that involves sending emails to a targeted group of recipients to promote products, services, or brand awareness. It is a direct form of communication that businesses use to engage with their audience, build relationships, and drive sales.
Personalized mailers are ideal rather than sending generalized emails to every audience. Segregation of the audience based on the buying history, and demographics will help you convert potential leads into buyers.
Press Releases
A press release is a written piece of content that is typically published on public forums to announce something newsworthy. Companies, organizations, or individuals use press releases to convey information about events, products, services, partnerships, or other significant developments to journalists and news outlets. The goal of a press release is to generate public awareness.
Product Descriptions
A product description is a concise and informative summary detailing a product’s features, benefits, and specifications. It aims to give potential customers a clear understanding of the product and its value. Optimizing product descriptions for search engines is crucial to driving traffic to your site from search results.
User Guides
User guides, also known as user manuals or instruction manuals, are documents that provide comprehensive instructions on how to use a product, system, or service. They are designed to help users understand and effectively operate the product. User guides will also help users compare the products with other brands and better understand how your product stands out from others.
Social Media Content
Creating and publishing content on social media helps B2B companies showcase their expertise and build authority. Furthermore, it enhances brand awareness, establishes thought leadership, fosters engagement, generates leads and provides valuable market insights. B2B companies can build strong relationships, humanize their brand, and achieve their marketing and business goals by posting content on social media.
B2B Content Writing Tips & Tricks
B2B SaaS content writing demands a thorough understanding of the software product and services, unlike writing general content. If you don’t have a dedicated content team to churn out content, you can avail of B2B SaaS content writing services. Either way, creating original content and publishing it consistently is crucial.
Here are some best practices that you can follow to write B2B content masterpieces.
- Understand the product
- Know your audience
- Create relevant content matching your product benefits and customer’s pain points.
- Optimize for search engines by integrating keywords naturally.
- Include statistics and data from authoritative sites.
- Include visual elements like infographics.
- Use catchy titles.
- Keep the content simple and easy to digest.
- Make every sentence count and edit relentlessly.
- Say no to plagiarism.
- Add stories and real-time insights to make it sound real and interesting.
Wrapping Up
Consistently crafting compelling B2B SaaS content and publishing it is crucial to attracting potential prospects and convincing them to consider your SaaS product as a solution to their business challenges. However, creating SaaS content can be overwhelming if you haven’t done it before. You can always avail of B2B SaaS content services and let the experts churn out tailored content while you expand your SaaS business.
FAQs
- What does B2B SaaS mean?
B2B stands for Business-to-Business Software as a Service. B2B SaaS provides cloud-based software solutions designed specifically for other businesses. Often businesses can avail of these software solutions on a subscription basis based on their evolving business needs.
- What is an example of a B2B SaaS company?
There are many B2B SaaS companies that you must have come across in your daily lives. Here are to name some.
- Salesforce
- Microsoft
- Mailchimp
- Why is SEO important for B2B SaaS?
SEO is important for any online business. No matter how good your SaaS product is, people will only come to know about your product if they can find your information online. When you create compelling content around your B2B SaaS product and optimize it for SEO, your prospects can find you online.