Olga MykhoparkinaNov 18, 2022
In this article, I gathered the insights we’ve learned and implemented while working on content marketing for B2B SaaS companies.
Over the last three years, we’ve helped dozens of clients generate thousands of leads via their B2B SaaS blogs with SaaS content marketing services.
We tried every SaaS content marketing strategy you can think of and we know what works and what doesn’t.
We worked with well-known SaaS companies such as Monday.com, PandaDoc, GetVoip, Expandi and many more.
Through trial and error we’ve discovered a unique SEO strategy that has worked every time, for different SaaS businesses.
Before I get started I want to invite you to book a free consultation if you have a question about the B2B SaaS content marketing blog and its best practices. You can also shoot me a LinkedIn message. Our team and I will be happy to help.
But now, let’s dig deeper.
SaaS content marketing is a set of content marketing efforts aimed at attracting the right audience and, eventually, converting it into SaaS paying customers. SaaS content marketing entails developing a long-term SaaS content marketing strategy and creating valuable content that helps and educates your readers on a regular basis.
It’s all about focusing on your potential customers/users, their pain points, and delivering them a solution. In other words, SaaS content marketing is about creating solution-based content and distributing it to the relevant audience.
Creating SaaS content can have different goals, depending on the phase your prospective customers are in. It could be raising SaaS brand awareness, generating leads, and finally becoming your paid customers.
B2B SaaS content marketing is a set of content marketing efforts aimed at attracting B2B decision makers and converting them into customers. If you’re selling subscription-based software to other businesses, a solid content marketing strategy could open many doors for you.
It’s all about creating content that’s educating your prospects and showcasing your SaaS as the logical choice for their business. The first step is to see who are key decision-makers in the companies you want to sell your software to, and then create SaaS content around topics and keywords they’re browsing.
For our clients at Quoleady, we’re usually producing content aimed at different decision-makers, HRs, managers, C-level executives, etc.
Although everyone knows the importance of B2B SaaS marketing, according to the Content Marketing Institute only 31% of B2B organizations reported that they were satisfied with their content marketing success last year. This could be the chance for you to stand out with high-quality SaaS content!
While your overall marketing strategy could include different channels, in the B2B SaaS world, a blog is a must-have and here’s why.
Before you get to actual SaaS content writing you need to understand what the overall B2B SaaS blog process looks like. It starts with defining your buyer persona, competitors’ research as well as some brainstorming.
You should generate content ideas and think about what your potential clients need to know about your product before they make a decision.
But first, answer these questions:
You should also check the content of other SaaS companies in your industry to see what kind of content performs the best and for which keywords they ranked their blog posts.
Let’s talk more about SEO and keywords for your SaaS.
Now that you know what your customers are looking for, it’s time to find relevant keywords for a particular topic.
You can use Ahrefs or other SEO tools to do keyword research and create a list of keywords you want to cover with your blog content.
Unfortunately, SaaS is one of the most competitive industries and most companies are putting in great content marketing efforts.
Here’s what a good SaaS SEO content marketing strategy must include:
You may be tempted to wrap up your SaaS content strategy around the same keywords as your competitors, but that may not be the best idea, especially if you want to get results fast.
First, the biggest SaaS companies probably have a bigger marketing budget and a whole team of content marketers working for them. From our experience, well-established SaaS companies are creating as many as 30 content pieces per month.
Second, even if you manage to outperform them, it would take you a lot of time to get there.
What do we suggest then?
There are some less-known SEO strategies that can help you rank for high-converting keywords within weeks.
Since the promise of the article is to share the B2B SaaS content marketing blog writing tips, I’ll now share two working strategies with you.
We used them to generate leads for our clients, in a record period of time and get the biggest ROI: high-intent keyword strategy and creating product led content.
When doing keyword research, the biggest mistake would be to focus only on search volume.
You should go deeper than that and think about the search intent that’s laying behind specific keywords.
What is a person typing that keyword looking for?
Are they ready to buy?
Or are they just looking around?
Are they comparing options?
During keyword research, focus on transactional keywords and keywords that show they’re near the end of their customer journey and ready to purchase.
You can recognize those people because they are often looking for an alternative to a SaaS they currently use, comparing different options, comparing features, reading reviews, etc.
Let’s say you have a business productivity app. Your main competitors are big names like Trello and Asana.
Here are some examples of high-intent keywords you could use:
In this article on SaaS content marketing strategy, I explained step-by-step how we find high-intent keywords for our clients in the SaaS industry.
As we all know, content marketing is about creating and distributing helpful and valuable content. It should be customer-centric and we shouldn’t talk only about our company.
But sometimes we need something stronger, to turn leads into paying customers.
That’s where product led content comes into play.
Basically, it’s all about explaining how your SaaS product can help users solve their pain points, and showing different use cases of your app.
You can do so by writing case studies, user guides and how-to blog posts. And by explaining less known features of your SaaS product that many people haven’t been aware of.
Let’s use the example of email marketing software again.
You can find ideas for product led keywords out of the commonly asked questions and doubts people have. For example:
Here’s a simple formula I came up with that has worked for every client ever since.
It’s all about finding balance between these three things:
You shouldn’t chase the keywords with the biggest search volume in your industry. Why? Because those keywords are probably already covered by your competitors and it would take you tons of time and money to outperform them.
Let’s say you’re a new player in the email marketing industry. If you were our client, I’d straight away tell you that it’s not realistic to rank for “best email marketing tool” (at least not organically and definitely not within 6-12 months).
Instead, look for alternative keywords that have a solid search volume, but lower keyword difficulty. You can check everything in SEO tools like Ahrefs.
Unfortunately, tools can’t help you find keywords with high search intent.
But we have a pro tip for you.
You should aim to rank as one of the first results to the people who are looking for alternatives to your competition. It’s a win-win situation: you know they need your tool, and they’re not satisfied with the current software they’re using.
They’re ready to buy.
So, if you’re selling an email marketing tool, your high-intent keywords may look like this:
And many more.
The best thing about writing articles covering these high-intent keywords is that people actually convert into sign-ups after reading them.
That’s exactly what happened to our client Ringblaze whose website went from 0 to 50K visits with only 20 published articles. Here’s a case study where I explained how we helped them get 650 leads by making use of competitors’ keywords.
If you want to outsource content creation to the SaaS content marketing agency or a freelance SaaS writer, the first step is to write a detailed brief.
The goal of the brief is to make sure you’re all on the same page when it comes to the scope of the content and the message you want to send.
A good brief should include:
Here’s a excerpt example from the brief we created for one of our clients:
If you want me to share a brief template that you can use as a basis for your future briefs, just shoot me a message on LinkedIn.
If you want to work on B2B SaaS content writing yourself, keep reading because I’m about to share the secrets of professional B2B SaaS content writing that you can try today.
When starting your blog post, always keep in mind that you’re writing for people, not for Google.
Think about a C-level executive or decision-maker that’s reading your blog and ask yourself what kind of content would they enjoy the most.
Your articles should be experience-based, showcase your expertise and make it clear that you have a solution for them.
When it comes to tone of voice, you should be professional, but not too rigid. Keep it casual and easy to read. Keep your sentences short, actionable and to the point.
Your blog post should also be easy to skim on the go. The best way to do that is to add a lot of headlines of different levels and write in short paragraphs.
Finally, don’t forget to add a strong CTA to sign up for your product.
When you’re done writing, check grammar in Grammarly and make sure your content is unique by using a plagiarism checker tool.
If this sounds like a lot, we are always happy to help. Book a call and let’s discuss how to grow your B2B SaaS blog.
Now that you’ve got the right content, it’s time to optimize your article for Google and other search engines.
Tools like Outranking.io are great for optimizing your content and boosting organic traffic.
The tools are highly intuitive suggesting article length, the headings and keywords to use in your article and how many times you should use them for the best results.
The goal is to reach the score in the green zone, at least 70 out of 100. Of course, the higher the score the better.
Here are some quick tips for search engine optimization:
Bonus tip: Make sure to add the most important keywords and links at the beginning of the blog post, if possible.
Backlinks are one of the most important SEO ranking factors.
But it’s not just about the number of backlinks you have, their quality matters even more. I wrote a whole article that shows how to choose websites for SaaS link building, so you may want to check it.
But now I want to talk about how to choose which articles on your blog to build links to, especially if you have limited resources.
First, check the performance of your articles in Google Analytics.
Identify those that convert well, but aren’t in Google top results yet. Those blog posts should be your priority!
One of the best link-building strategies would be to write guest posts on a similar topic, publish them on a well-known industry website and then link back to your original blog post.
However, this approach is very time consuming, you’ll need a dedicated team working on the outreach and negotiations. If you don’t have the resources for that, there’s an easier way to get backlinks via so-called A-B-C exchange that can complement or even replace the guest blogging strategy.
At some point, we’ve discontinued our guest blogging services because we realized the A-B-C link building brings pretty much the same value at the lower cost. I’m going to write an article about this link building approach soon but until then, you can reach out to me via LinkedIn or leave a comment with a question here to learn more about it.
To illustrate the power of link building, here is what we’ve achieved for one of our clients after building 7 backlinks to their article:
The best part about high-quality content is that it can bring you website traffic months and even years after publishing.
Of course, you need to update your blog posts from time to time if you want to stay at the top of the game. Especially in the Saas industry, as most SaaS companies put a lot of effort and money into their content.
Traffic tends to go down with time as Google position decreases. But all you have to do is go to Google Analytics and Search Console to check which articles need a performance boost.
Don’t forget to update them with fresh content to make sure you have only relevant content on your website.
We’ve seen some amazing results after updating blog articles for our clients and we make sure to do it on a regular basis.
You can see here how our client’s article stopped performing over time, but when we updated it, it got a significant boost in Google:
Here are some of the best high-intent articles we’ve written for our clients that are generating them dozens of leads every month.
The following three types of blog posts convert the most:
For our client FullSession, a behavioral analytics software, we wrote an article on the top 5 HotJar alternatives, which you can check here. The goal was to position them as the best alternative for companies that are looking to switch from HotJar to other similar software. Within only 4 months and only 16 articles, we managed to bring them over 500 leads, as I explain in detail in this case study.
For Expandi, we created a post on the top 10 Linkedin automation tools for lead generation that is currently #1 on Google for that long-term keyword. You can check the form and style of the article here and create something similar for your SaaS business.
3. Product led content
Finally, you can check the product led article we created for our client PandaDoc. We wrote a detailed guide on how to write a business proposal and showcased different ways how this software can help people create online documents.
I hope these SaaS content marketing blog writing tips will help you to come up with your own content strategy.
To wrap it up, I’ll summarize everything in three steps:
If you want help with writing SaaS content that will generate leads for you, book a free call and let’s see what we can do to help you.
Feel free to reach out to me on LinkedIn if you have any questions.
Let us know what you are looking to accomplish.
We’ll give you a clear direction of how to get there.
All consultations are free 🔥