Our proven B2B SaaS content writing process
When hiring new writers for our team, I make sure to review their B2B SaaS content writing portfolio before even scheduling an interview. That’s because we only work with SaaS companies — and writing about technology solutions for a business audience requires a unique skillset and experience.
Software buyers will easily spot if the blog author is not seasoned in B2B SaaS. The copy will read like ChatGPT: fluffy and generic. Or worse, it will be full of big words and jargon that don’t say much either.
If you’re looking to hone your skills in SaaS writing, here is our proven method to create content that resonates with B2B buyers and drives conversions.
1. Become an expert on the SaaS solution you’re writing about
In B2B SaaS, the topics are more technical and nuanced, so a top challenge for content teams is to get the context right. If you don’t, you’ll likely write sentences that lack depth and don’t bring value to the reader. Inexperienced B2B SaaS content writers will often rely on generalities or attempt to mask a lack of true expertise by throwing concepts they don’t quite get — this is a conversion killer for the audience.
As you write more about a topic, your understanding deepens and your insights become more nuanced. Get started with these tips:
Read all you can about the company and core products
For my team, the onboarding always starts with a thorough review of these client documents:
- Company’s point of view (POV)
- Tone of voice and writing style guides
- Ideal customer profile (ICP)
- Buyer personas
- Sales decks
- Competitor matrix
Equally important is to know the brand’s website — especially features and use case pages — in and out. It doesn’t mean you need to read every line of every single blog and white paper. What you need, instead, is to know what type of marketing resources they already have online. Focus on product briefs and case studies.
I also like to dive deep into product documentation (typically located in a docs/support subdomain) and support forums to find:
- User manuals with step-by-step guides and images of the platform
- Product’s technical specifications
- Clarifications on features and functionalities
- Release notes
Watch videos and webinars
When writing about a specific SaaS solution, using the product or watching demos provides a clear grasp of features and functionality. This way, you get a clear grasp of features and how the software actually works. This firsthand experience enhances the accuracy and depth of your writing, allowing you to provide more informed and precise information to your audience.
Watching webinars is one of my go-to onboarding tactics because I get to learn how the brand’s marketing and sales teams talk about their products and industry pain points.
Sometimes they also walk viewers through new feature releases or use cases. So I get to see exactly what their dashboards look like and what type of data users of the platform would get for a specific use case – for example, how the platform notifies you an MRI machine is sending unencrypted PHI traffic to an unsanctioned IP. When you bring this type of detail to your articles, you make the content more unique and valuable.
My pro tip: Listen to podcasts or interviews featuring the CEO or co-founders. They give you a better understanding of the company’s vision and values.
2. Know your audience and write to specific personas
Researching the intended audience is the number 1 factor leading to success in content marketing, according to the State of Content Marketing Report from Semrush.
If you don’t know your audience, you’ll end up creating content that doesn’t resonate and, as a result, won’t be able to attract the leads you want.
The best way to get started is to review the ICP and buyer persona docs. This way, you gain insights into the demographics, behaviors, and preferences of your intended readers.
In case you don’t have direct access to customers of the SaaS product, take a look at what they are commenting on online forums, product reviews and case studies. Look for their testimonials on sites such as Capterra and G2. Pay attention to the questions they ask in webinars.
You should also talk with the sales teams as they are in direct contact with your audience. Ask them:
- What do prospects usually say they care about the most?
- What are the most frequently cited pain points?
- What are the wow moments during the demos?
- What are the prospects’ common objections?
Keep all this information in mind when writing, but there’s a catch. Each piece of content has a specific user intent, so your target persona will change according to the topic.
Let’s say you’re a government technology platform. In this example, you’ll have a different audience depending on the intent of your piece.
|Your intended persona
|How to make the most out of a specific feature
|End-users of the platform
|Importance of modernizing government operations
|Security benefits of SaaS over on-prem solutions
3. Partner with subject matter experts (SMEs)
Findings from the CMI report suggest that 39% of B2B content marketers have difficulty accessing subject matter experts. Not having access to SMEs puts the project at risk. The only way to output resonating content — and write as an insider — is by being able to interview SMEs because you get a deeper understanding of the topic along with specific examples of how their clients use their products.
Try to build this partnership early on. Before you start writing, meet with your SMEs to review your keyword list, brainstorm your outline, discuss specific use cases, clarify your questions about the platform and so on. You should also leverage SME interviews to brainstorm ideas for your editorial calendar.
🎙 Check out my guide on how to interview SMEs for content marketing projects.
4. Be precise with your word choices
In B2B SaaS, you need technical writing precision. For example, in cybersecurity content marketing and product positioning, you should avoid mixing up:
- Patch vs update
- Scanning vs passive monitoring
- Vulnerability vs risk
- Security incident vs alert
- Data breach vs compromise
If your writing team doesn’t get those nuances, chances are that your SMEs will spend more time fixing your draft — or you will release imprecise content that will damage your brand reputation. Being meticulous in word choices enhances the clarity of your communication while demonstrating a deep understanding of the topic.
Good SaaS writing is simple. Simple but not simplistic and generic.
Use plain language and cut down all the fluff and vague (from common sense statements to unnecessary words). Start by following these tips from Hemingway Editor:
“Adverbs are like verbs’ kryptonite (for non-nerds, they weaken them.) Instead of these verbal atrocities, switch over to a more powerful verb.”
“One of the best ways to make your writing easier on readers is by eliminating words that are too complicated. While many people “utilize” big words to sound more educated, you should “use” more common synonyms if they exist.”
Make your articles readable
In addition to using clear and precise language, ensure your articles are easy to scan through. Semrush research shows that more readable articles perform better in search. Shorter words, sentences and paragraphs, in combination with the use of subheadings and bullet points, all help to improve the readability of your content.
With search engine optimization (SEO) and writing tools like Semrush, Grammarly and Hemingway, you can check the readability score of your drafts in real time.
✍️ And don’t forget to proofread your copy. Here’s my complete guide on how to avoid sloppy writing mistakes.
5. Back up the information with data
Good content is backed up with data. In fact, 49% of B2B decision makers expect thought leadership content to include strong supporting data, according to LinkedIn-Edelman research.
When you continually write about a topic, you know exactly where to go for your credible data points. If you specialize in an industry (e.g., cybersecurity, govtech, fintech), you are able to keep a repository of data points to streamline your research process. In the case of cybersecurity, for example:
- IBM has a report on the cost of data breaches
- Verizon has a study detailing the main threat actors in breaches
- FBI has statistics on internet crime complaints and losses
- CheckPoint has data on cyberattack trends
- SANS has a security awareness report
- Armis has research on specific vulnerabilities (e.g. URGENT/11)
- Keeper has a survey on password management trends
My pro tip: Create a folder for reports and studies (you save time, especially if the content is gated). I also maintain a spreadsheet with a list of sources, including the year, main topics and URL of their landing pages.
How to cite sources
When citing studies and surveys, follow these best practices:
- Go directly to the source (e.g., official reports or surveys directly from the organizations that conducted the research). Tracing a data point back to its original source is often time consuming, especially when you find several articles all linking to each other. But this is a non-negotiable. If you can’t find the primary source (and confirm its credibility), don’t include it.
- Add the name of the source to add credibility to the piece. Linking to the source allows readers to easily locate the referenced material — and helps with your SEO efforts.
- Check the date of the study and refrain from citing data that is older than 3-4 years. Given the dynamic nature of the B2B SaaS industry, insights from more than three years ago may not accurately reflect its current state.
- Add context to your data points. They should support your arguments, not make the arguments for you. Plus, throwing statistics for the sake of saying you’re adding data will make your writing look choppy.
6. Be conversational to sound authoritative
You’re a human. Write like one. But no, I don’t mean you should ditch generative AI tools. You should still leverage AI but give a human touch to your content. Make it conversational. In fact, 22% of B2B content marketers are already creating more conversational content in response to the rise of AI-generated content.
Be approachable. Avoid third-person pronouns and address directly to the reader when possible. For example, instead of saying things like “Companies seek solutions,” say “Your team seeks solutions.”
And it’s okay to use “I” in your B2B SaaS writing. Actually, writing from experience is encouraged. Remember: helpful content — written by those with knowledge and experience — is exactly what Google rewards in its rankings, with the concept of E-E-A-T at the center of its page quality ratings:
Effective B2B SaaS writing is all about the user and their pain points rather than about the brand and its products. If you don’t write as an insider, showing you get your readers, you won’t connect with them or do well in search.
And with the rise of AI writing, human creators also need to take a stance. Ask yourself: does your content introduce a viewpoint? There’s a reason why first-person accounts have become more important than ever: AI can’t quite do that.
7. Offer actionable content
Your goal is to bring tangible value to readers, taking them a step closer to conversion. So present information in a way that prompts immediate engagement, enabling decision makers to translate insights into action.
Use actionable language, offering clear directives and applicable takeaways, so your readers know what to do next – take it as an opportunity to introduce and position your B2B SaaS solution. And don’t forget your calls to action.
B2B SaaS writing examples to inspire you
Let’s review eight B2B SaaS content writing examples from our portfolio.
This embedded financing platform has a well-defined writing style guide and brand personality. The company’s guides (such as this one on PCI DSS compliance) are written in a tone of voice that embodies the brand pillars of being precise, approachable and authoritative.
📚 Keep reading:
This SaaS security platform has created a series the landing pages comparing its solution to those of main competitors. I like how this content leverages tables for an organized presentation of information and easy comparison.
📚 Keep reading:
This government technology company redesigned its website in 2023, simplifying the user experience. I like how their homepage leverages actionable language to communicate what the government agencies get with each one of their products.
📚 Keep reading:
This R&D platform brings long-form content on scientific topics. What I like about this guide on GxP compliance, for example, is its conversational tone in explaining key search terms in the pharmaceutical industry.
📚 Keep reading:
As a platform for cloud-native development, Styra’s content is often very technical. I like the way they use bullet points, bold and visuals to make complex information more readable. Here’s an example from their blog on how to enforce fine-grained authorization in microservices.
📚 Keep reading:
This cybersecurity company has released two thought leadership playbooks on the challenges of securing operational technology and the Internet of Medical Things. I like the level of research involved, with information being backed up with statistics and examples that help make it more authoritative – as seen in this introduction to IT-OT convergence.
📚 Keep reading:
This cloud document storage company has a series of deep dive posts with informative content for readers. Box makes the writing more impactful by keeping it simple, human and actionable.
Here’s an example from their comprehensive piece on the top features and capabilities of cloud collaboration tools, in which I appreciate the nuanced understanding that “features” and “capabilities” are not the same thing.
📚 Keep reading:
This government technology solution outputs content intended for sales enablement. In this policy management software guide, for example, I like the way the B2B SaaS writer addresses directly potential customers, showing a deep understanding of their specific pain points.
📚 Keep reading:
Need help with content writing for SaaS companies?
B2B SaaS writing is the bread and butter of our content team — and it happens to be the bread and butter of most go to market efforts. We dive deep into your niche, competition, personas and, of course, intricacies of your product, whether it’s a platform for governments, a fintech tool, a learning management system, a performance management software or a cybersecurity solution.
So don’t worry: our blogs don’t read like high school essays, saying the most obvious things that your prospects and customers already know. And the content we output is already optimized for search engines. You benefit from the expertise of our SaaS blog writing company in building and executing SEO-driven marketing strategies for B2B teams.
Just take the first step by booking a meeting with our sales team. Tell us your B2B SaaS content writing challenges and let’s start the conversation.
Frequently asked questions
What is B2B SaaS writing?
B2B SaaS writing is the creation of content tailored for the business-to-business context, addressing the specific needs, challenges and interests of organizations seeking software as a service.
What are the types of SaaS content writing?
B2B SaaS writing includes different types of content: blog posts, whitepapers, case studies, e-books, product descriptions, email campaigns, social media posts, tutorials and more.
How to measure the success of SaaS content marketing efforts?
You can measure the success of your SaaS content marketing efforts through marketing metrics and KPIs that include:
- Keyword rankings growth
- Impressions growth
- Relevant website traffic
- Increase in click-through rates
- Low bounce rates
- Longer time on page
- Quality demo signups
- High conversion rates
How to write SaaS content that converts?
To write B2B content that converts SaaS business buyers, consider these best practices:
- Plan bottom of the funnel content around high impact search terms.
- Create contextually relevant content that resonates with your target audience, speaking directly to their needs.
- Run a content gap analysis to understand which content to create next.
- Clearly articulate your value proposition, highlighting how your solution addresses specific pain points.
- Use plain language but avoid simplistic and generic claims. Focus on clarity and precision.
- Leverage data, visuals and case studies to illustrate your benefits and use cases.
- Use actionable language and implement a strong call to action, guiding readers on the next steps, whether it’s a free trial, demo or sales call.
Vanessa Nunes, PhD
Vanessa Nunes leads the content team at Productive Shop, based in our downtown Toronto office. She oversees our B2B SaaS content strategies across our entire portfolio, ensuring our growing team delivers resonating copy that is optimized for search. Her own expertise is in researching and writing thought leadership content in the cybersecurity and GovTech industries. As a journalist, Vanessa has over a decade of experience covering the tech sector for a leading daily newspaper. Prior to Productive Shop, she worked for a research center at a Canadian university, chairing academic discussions and editing scholarly work for publication. Vanessa's formal training includes an undergraduate degree in Journalism, a master's degree in Cultural Studies and a Ph.D. in English. Her doctoral research — funded by the prestigious Social Sciences and Humanities Research Council of Canada (SSHRC) Fellowship — focused on issues of language and representation in the transnational imaginaries of the Americas. When she's not writing or reading, Vanessa is running, cycling or traveling the world. She has visited over 20 countries and is currently training for her first marathon.