Content writing

SaaS Content Production in 2023 – Here’s What to Focus on

Olga Mykhoparkina

Nov 23, 2022

At Quoleady, we believe that content marketing is the most effective SaaS marketing strategy today and it’ll likely become even more important in 2023.

We’ve seen it in practice as we’ve helped dozens of clients generate leads via their blogs. Our SaaS content marketing services helped major SaaS companies such as Monday.com, PandaDoc, Expandi, GetVoip and many more.

Before I dive into SaaS content production, I’m inviting you to connect with me on LinkedIn.

If you ever have any questions about the SaaS content marketing blog, my team and I will be happy to help. You can also book a free consultation so we can go over your SaaS content marketing challenges together.

Today, I want to share the process, stages and best practices of SaaS content production, as well as some B2B SaaS content marketing tips that have worked for our clients time after time.

It could help you whether you’ve already started working on your content marketing plan for 2023 or you have no idea where to begin.

So, let’s start from the basics.

What is SaaS content production?

Producing content is the key element of the SaaS content marketing strategy. This strategy is based on creating and distributing relevant valuable content to your target audience.

In the case of SaaS companies, this usually means sharing educational content that explains to the audience how they can solve a particular problem that’s related to your product.

Content creation can have different goals, depending on the stage of the customer journey:

  • Attracting potential clients
  • Educating your audience
  • Lead generation
  • Converting your users into paid clients

Before you start creating any piece of content, it’s important to ask yourself what you want to achieve with that article or your social media posts. When you know your goal, it’s much easier to create content and track its performance.

Why is SaaS content production important?

Everyone is talking about the importance of content marketing, but how can it actually benefit your SaaS business?

First, content marketing is one of the best and most affordable ways to generate leads. In this case study, you can discover how we helped our client RingBlaze generate 650 marketing-qualified leads with only 20 articles!

Also, consistently creating content will help you to build niche authority and establish your company as a leader in your industry.

Publishing high-quality content regularly has long-term effects on your SaaS brand and sales. Even if you don’t see results overnight, remember that content marketing efforts will add up and create a compound effect over time.

How do I produce content for SaaS?

You want to start with publishing SaaS content but you’re afraid that you lack content production knowledge? Don’t worry, we’ve got you covered.

Here is where I would start:

  1. Define your buyer persona – Content creation gets much easier when you know who you are talking to. Identify key decision-makers and define your buyer persona – what are their interests, what’s most important to them when purchasing software, what type of articles they read, etc.
  2. Identify their pain points – Identify problems, pain points and challenges that your target audience is facing. List everything you can come up or you could survey your clients and ask them why they’ve chosen your SaaS products. This list will serve you as inspiration and it should be your main base for content creation.
  3. Provide solutions – Your content should be centered around providing solutions for the pain points of your ideal customer. Of course, the goal is to position your SaaS product as the logical solution to their problem, but your content serves to warm up your leads before they’re ready to buy. That means sharing free, valuable content, like how-to guides, product led content, comparison tables, etc.

SaaS content production process

I’ll show you how we produce SaaS content for our clients and I’ll walk you through our step-by-step process you can use as well.

1. Choose the right SaaS content marketing strategy

Before you start, I want you to envision the bigger picture and think about how you want to position your SaaS product. Who is your target audience, what pain points are you solving for them, who are your competitors, etc.

That’s where the SaaS content marketing strategy comes in place. Your blog is a valuable resource of knowledge for your potential customers and you should decide which keywords you want to rank for to help them find you.

At Quoleady, we prefer high-intent strategies as they bring the most ROI. We advise our clients to focus on keywords showing that the person is looking for a solution and is ready to purchase.

Check out my article on Zapier blog to learn more about 3 SaaS content marketing strategies that have worked great for our clients.

2.  Choose the right topics

Now, it’s time to choose what topics you want to cover on your blog. First, I’d study the market and check the websites of your competitors to see what they are writing about.

The idea here is not to copy their topics but to understand what people are interested in reading about and what are the most popular topics in your industry.

When you work on keyword research, get into your customers’ shoes and think about the phrases they could google when they’re searching for a tool like yours. Think about all the combinations that include tool type and other keywords.

You can also use Google predictions to find the most common results and get inspired. Use Ahrefs ‘content gap’ and ‘matching terms’ reports to get even more keyword ideas.

Once you have a list of different keywords, tap into Ahrefs keyword analyzer to check their search volume and keyword difficulty. Aim for the best balance of the high search volume and low keyword difficulty.

But here’s one thing that made the biggest difference for our clients:

Search intent! I’d first focus on high-intent keywords as they have the highest conversion rate.

Here are some high-intent articles that generated the most leads for our clients:

  1. Listicles (Top X Business Phone Systems for Small Businesses)
  2. Alternatives of your competitors (X Best Slack Alternatives)
  3. Comparison articles (Microsoft Teams vs Slack)

SaaS keyword research: How to get keyword ideas

3. SaaS content marketing brief

Before writing the article, you first have to write a detailed brief for a copywriter that’s doing SaaS content writing for your product. You have to make sure that everyone reading your brief understands who is your target audience and what you want to achieve with your SaaS content.

Here are the topics I’d suggest including in your brief:

  • About you (your company’s story, your mission and vision)
  • About your product
  • The profile of your buyer persona
  • The goal of your content strategy and the particular article
  • Guidelines on writing style and tone of voice
  • Outline for blog posts

You can check an excerpt example from the brief we wrote for one SaaS company:

Example of SaaS content marketing brief

Quality SaaS content writing

4. Write quality content

When it comes to content creation, the most important thing is to make your content useful and really valuable for your target audience. The content should be helpful, answering their questions and helping them solve problems.

Don’t be afraid of sharing your knowledge with your audience. The more value you can provide for them, the more clients you’ll eventually get. That’s the beauty of content marketing.

Do not overcomplicate things, make it easy to read by using casual everyday language and simple words. Remember that we’re writing for people, but optimizing for SEO. The goal is to find the balance between a well-written article and keywords that will help you rank on Google.

Finally, don’t forget to add a call to action, that will move your leads further down your sales funnel.

5. Publish, then update regularly

High-quality content can bring you new leads for years, but it doesn’t mean that once you publish the article your work is finished.

If you want to stay on the top of search engines, you have to update your article regularly. That’s what your competitors are doing, especially in the SaaS industry where there is a lot of competition.

The good news is that updating articles is not difficult, you just have to remember to do it regularly, as we do it for our clients.

So, what should you pay attention to?

  • Check whether the information in your article is still relevant and accurate
  • Update your article with the latest industry insights
  • Check the articles of your competitors to see if you’ve missed something
  • Check whether there are any broken links
  • Add more links to boost SEO
  • Add FAQ section with People also ask questions if you haven’t already
  • Add more tool reviews to a listicle/alternatives article
  • Update tools features/pricing for listicle/alternative/review article
  • Update the year tag [2022] to [2023]

6. Build backlinks to the articles

Backlinks are still a very important ranking factor when it comes to search engine optimization. But, let me make this clear: backlinks won’t help you much if you haven’t polished your articles first.

So the first step is to revise your articles and update them if needed. Only then we can talk about backlinks.

I’ve written a detailed guide on how to choose websites to build backlinks to your blog that you may want to check out before creating your content strategy.

But here are the most important factors to look for when choosing a platform for link building:

  1. Choose websites with high domain authority and traffic.
  2. Check whether the topic of the website page is relevant to your industry. Prioritize relevancy over other factors (including DA).
  3. Make sure there’s a good balance of incoming/outgoing backlinks.

Since we’re talking about links, don’t forget about the power of internal links for a SaaS blog. They’re one of the best ways to boost organic traffic to your blog content.

Bonus tip to boost the number of visits to your newly published blog post:

Go to your older blog posts that are already ranking on Google and have a lot of visits and insert a link to your latest post. That way, you can send organic traffic from your old posts to your new blog posts, for free.

You can add internal links while updating your older articles. Get into the habit of doing it regularly and you’ll soon reap the benefits of this strategy.

SaaS content production tools

There are a lot of tools and apps that can help you in the SaaS content creation process. If you don’t have time to read reviews and compare different tools, you can steal the tools we use at Quoleady. Here is a list of our favorites:

  1. Tools for keyword research and backlinks: The best tools to conduct keyword research, get search volume and keyword difficulty are Ahrefs or SemRush. They offer different subscription plans starting from $99 per month.
  2. Tool for article SEO: Our writers write articles using Outranking.io, a tool that helps you include all relevant keywords and allows you to see how well your article is optimized (you should aim for a content score of 70 or above). Outranking.io offers different subscription models starting from $49 per month.
  3. Tool for grammar and writing style: If you want to check grammar, tone of voice and word choice, Grammarly is the best tool. There’s a free version and a Premium version for $12 per month.
  4. Tools for article titles: There is a free tool for capitalizing titles called Capitalize my title, and a tool that helps you analyze your headlines (see if they are clear and skimmable, what emotion do they cause, etc.) called CoSchedule headline analyzer.
  5. AI-writing tool: Writesonic is one of the best AI writing tools on the market. We use it for rewriting paragraphs in order to make them flow. Pricing depends on the number of words, starting from $12 per month.
  6. Tools for tracking results: It’s important to track the performance of your content. If you’d like to  measure your SaaS content marketing efforts, the tools we use are Google Analytics, Google Search Console and Ahrefs (for tracking keyword positions), you can use them for free.

SaaS content production management

A successful SaaS content marketing strategy requires high-quality blog posts. That’s where great SaaS copywriters come into place. However, quality writing is not enough as there’s a lot going on behind the scenes of every SaaS blog you see on the first page of Google.

I’ll now talk more about the different roles and tools we use for managing content production.

SaaS content production management team

Here’s how pretty much every other SaaS content marketing team looks like:

  1. Content marketing manager – You need someone that will manage the whole process, do the research and decision making. A content marketing manager is a person responsible for the end result of the content marketing activities.
  2. Editor – The editor is responsible for creating content briefs and editing/proofreading articles. If you don’t have a huge workload, a good content manager can do this as well.
  3. Copywriters – When hiring a copywriter, you have three options: you can hire in-house copywriters, agencies or freelancers. It depends on the amount of content you need. Whatever option you choose, make sure they have previous experience in SaaS copywriting and that they understand your product.
  4. Link builders – I mentioned the importance of backlinks and that’s why we have a whole team that’s doing outreach and building quality links for our clients.

If this seems like a lot, you can always outsource part of the work and hire a SaaS content marketing agency to create content for you. Feel free to book a free call and let’s talk about how we can help you!

SaaS content production management tools

Choosing the right tool for organizing the work is crucial, especially if you have team members that are working remotely.

At Quoleady, we use Notion Kanban boards to manage the content creation process from the beginning to the end. I like Notion because it’s clear and easy to use, you can manage multiple projects and collaborate with other team members.

Screenshot of Quoleady's client's Notion Kanban page

But there are other tools you can try, for example, Asana or CoSchedule. It depends on the size of your team, the number of projects you work on, and so on.

SaaS content production that generates leads

If you want to generate leads quickly, I’d suggest you focus your content marketing efforts on writing high-intent articles.

Here are examples of three types of articles that generate dozens of leads every month for our clients:

     1. Alternatives

People looking for an alternative to an app are people that are most likely serious about purchasing. They’re probably not satisfied with the current solution they have and they’re ready to switch. That’s your chance to showcase your SaaS product as a better alternative to the one they’re not satisfied with.

That’s what we did in this article, we helped our client FullSession to position themselves as the best alternative to HotJar. You may want to check a detailed case study explaining how we helped them get more than 500 leads with only 16 articles.

     2. Listicles

For our client Expandi, a Linkedin automation tool, we wrote an article on the top 10 Linkedin automation tools, positioning them as the best option. The article is currently ranking #1 on search engines for that keyword.

     3. Product led article

Product led articles are those showcasing different features of your SaaS product and explaining to people how they can get the most out of it. Here’s an example of the product led article we created for PandaDoc, software for creating and managing online documents.

Summary

I hope that this article inspired you to get started with your SaaS content strategy for the year that’s coming.

If you haven’t started yet, it’s not too late, but don’t forget that your competitors are working hard on creating content and search optimization.

The competition in the SaaS industry is real and most companies and startups are hiring SaaS content marketing agencies for help.

If you’re thinking of hiring someone to create SaaS content for you, book a free call and let’s see how we can help you grow!

As always, feel free to reach out to me on LinkedIn if you have any questions.

Olga Mykhoparkina

Founder

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