Who said that SaaS content writing had to be dull? This guide will help you find the perfect SaaS content writer to help bring your content to the next level.
Here, you’ll find:
- What a SaaS content writer is and their role in SaaS marketing
- Tips for finding success in recruiting the right SaaS content writer
- What qualities to look for in a SaaS content writer
- Where to find the right candidate
Market analysis. Building a minimum valuable product (MVP). Maintenance and development. a LOT of work goes into developing a software-as-a-service (SaaS) application from scratch.
Even with all your efforts to build a solution capable of solving your potential customers’ problems, it’s not enough to attract them to your business — especially if they don’t know your solution exists.
A robust content marketing strategy is a great way to begin — and a skilled SaaS content writer can take your SaaS marketing efforts to another level.
What is SaaS content writing?
In many ways, SaaS content writing is no different from other forms of content writing. It involves promoting your business and products to get more customers to make a purchase.
But there’s so much more to SaaS content creation than simply making your SaaS product more discoverable for potential users. It’s all about:
- Informing your target audience that you’re aware of their problems
- Educating them about your proposed solution
- Demonstrating how your solution solves their problem
But the main difference is that this information is passed on to a more specialized audience — one that already knows what they want and the type of value they’re looking for in a proposed solution. As HawkSEM Content Manager Patience Hurlburt-Lawton explains:
“[Unlike traditional businesses], SaaS companies (especially B2B SaaS businesses) tend to have a super savvy audience – so, striking a balance between speaking to an informed reader and offering highly readable content is tricky.”
What does a SaaS content writer do?
A SaaS content writer’s specialty lies in executing a content marketing strategy to bring attention to your software. This involves convincing audiences to sign up for a free trial, schedule a demo, or subscribe as a user.
This role entails creating SaaS content that establishes authority, is optimized to rank higher in search engine results pages (SERPs), and generates high-quality leads. It may also involve identifying intent, targeting the right keywords, and building backlinks.
If this sounds familiar, that’s because these tenants are also where an SEO content writer’s specialty lies. An SEO writer primarily focuses on creating SEO content with the primary goal of increasing organic traffic. They do this building your website’s search engine ranking and visibility, which are vital to any organization’s growth.
However, an SEO writer’s keyword research and generation of content ideas are run in a way that maximizes the number of clicks and visitors, targeting and reaching as many people as possible.
In contrast, a SaaS content writer’s focus lies in maximizing value.
Instead of targeting high-volume keywords, they perform extensive keyword research to ensure that content reaches that savvy audience while still getting maximum visibility.
And, given the nature of the SaaS audience and the type of messaging required to appeal to this demographic, all content ideas will focus on highlighting a customer’s pain points and showcasing their product’s value.
“SaaS products are typically complex and loaded with benefits,” said Hurlburt-Lawton. “Turning [a product’s] “features” into “benefits” (highlighting how the product will improve their life) is a core principle in [writing for SaaS] and also for content writing in general.”
To this end, a SaaS content writer focuses on producing content in a wide range of formats to establish trust and credibility among their target audience. These include:
- Blog content
- Long-form content
- Case studies
- Landing pages
- Email marketing campaigns
- White papers
- Social media posts
- Website content
Content optimization is still a crucial part of a SaaS content writer’s job description. But to a certain extent, they will also need to adopt the role of a SaaS copywriter, producing high-quality content that effectively communicates your product’s value from a position of authority.
In this way, the content brings the right kind of attention to the product from the right people to maximize conversion rates.
Planning to hire a SaaS content writer? Start with developing your content strategy
SaaS companies like Hubspot, Mailchimp, and Salesforce have one thing in common when it comes to their digital marketing efforts: they produce a ton of content, and dominate the SaaS industry in the process.
Writing SaaS content has enabled companies from SaaS startups to enterprise-level software companies to establish authority and reach their growth goals.
But before initiating your search for the perfect candidate, you will need to develop a solid SaaS content marketing strategy.
A content strategy aligns your tactics and is your company’s roadmap to success in B2C and B2B marketing. It guides content and copy production efforts by containing the following pieces of information:
- The type of content to produce that can promote your SaaS product effectively.
- How much content you want to produce.
- What messaging to use to appeal to your target demographic.
- The amount of money and resources you plan to invest in B2C/B2B content.
Only with a solid plan in place will you be able to select the most capable SaaS content writer who can help you generate the results you need — and more.
How to find the best SaaS content writer
A SaaS content writer’s expertise lies in their ability to explain the intricacies of your product’s features and benefits and present them as solutions to your audience’s pain points.
This is crucial when marketing SaaS products, as focusing on their technicalities may aleinate even the most knowledgeable audience, as Hurlburt-Lawton notes:
“It’s important to remember that although the [SaaS] audience is savvy, they are still humans with emotions and experiences. [But] making it easy to understand and engaging doesn’t mean dumbing it down. Because we’re speaking to a savvy audience, there’s a quality of speaking to them on their level while not boring them to death.”
But in a market flooded with talent, finding the perfect SaaS content writer to execute your content strategy can feel like finding a needle in a haystack.
To streamline your search, we’ve created a quick guide to selecting the right candidate by answering three main questions:
- What type of writer should I hire?
- What qualities do I look for in the right candidate?
- Where do I look?
Read on below to find the answers to these questions.
Determine your needs and goals with a content writer
These days, top writing talent is widely available.
But remember that not every puzzle piece fits. In the same way, not all writers may possess the right writing skills that match your requirements.
When searching for a SaaS content writer, it’s important to consider what type of writer best suited to your needs and goals.
Hiring a generalist vs. a specialist
This decision may entail choosing between a generalist and a specialist:
- Generalist: A writing generalist has a range of writing skills that allows them to cover diverse topics. They’re highly versatile and excel at adapting their writing style and tone to suit various subjects. They’re also excellent researchers and quick learners, which makes them valuable assets for creating SaaS content.
- Specialist: A specialist’s writing skills are highly valued in SaaS content production, especially if your goal is thought leadership. Because they specialize in one or a few areas of expertise, they have a deeper understanding of their subjects, which allows them to go more in-depth and share industry-specific insights.
On how to make the decision to hire a generalist vs. a specialist, Hurlburt-Lawton shares some important insights:
“The most important quality that makes a good SaaS content writer is their ability to take a highly complex topic and make it easy to understand, really digestible, and engaging to the reader. A generalist and a specialist in SaaS should both be able to take the complexity of a SaaS product and communicate to the reader effectively in a way that is engaging but still educational.”
A SaaS writing specialist has the advantage of experience, especially when it comes to a particular area of expertise. However, it’s also important to consider that without some ‘magic,’ you’ll still end up with subpar content.
If you have to choose between an exceptional generalist writer and an ‘okay’ specialist, you should always go with the best writer. Even without SaaS experience, a high-quality writer will be able to pick up the nuances of the SaaS industry quickly.
Hiring an in-house writer or outsourcing to a freelance writer
Another decision you have to make is whether to hire an in-house writer to work part-time or full-time. Each of these has its own set of advantages and disadvantages.
Hiring an in-house writer allows you to establish a long-term collaborative relationship with someone who produces quality content for you on a regular basis.
This allows your in-house content writer to immerse themselves in the company culture and work closely with team members. Over time, you’ll build brand consistency as you work towards achieving your marketing goals.
On the other hand, outsourcing your content needs offers the benefit of experience and expertise. A freelancer or a content marketing agency may have worked extensively in SaaS and acquired in-depth knowledge, allowing them to offer a fresh perspective to your content.
Additionally, they can be hired on an ad-hoc basis, meaning you only pay for their services when you need them. This gives you added flexibility and scalability.
When deciding between an in-house writer and a freelancer, you must revisit your content strategy to determine the scope and volume of content you need.
Know what qualities and skills you need
Knowing the type of writer you want to hire based on your content needs is key. It’s also important to know what to look for in a candidate to ensure they can deliver quality results.
When evaluating candidates, don’t just hire the writer with the most promising resume. Instead, consider whether they possess qualities that make them the best writers for the position. After all, the success of your content marketing efforts will ultimately depend on the quality of your content.
You may have different criteria for selection in mind. But the following are our recommendations for what qualities to look for in an ideal prospect:
Ability to do in-depth research
Industry knowledge is important for a SaaS content writer to have as it allows them to provide a fresh perspective in their content. However, knowledge can be built over time. What matters more is a writer’s ability to research a particular topic to acquire the information they need when writing a piece of content.
Experience in the SaaS industry provides a good foundation for a writer’s ability to write quality SaaS content. Through firsthand knowledge they’ve acquired, they can create more nuanced content that connects with the SaaS audience on a deeper level. This lends authoritativeness and credibility to their content — essential qualities for thought leadership.
A results-driven mindset
The right SaaS content writer should always care about the results they produce. Their main goal is to help you achieve yours. Plus, they should be proactive in ensuring their efforts contribute to your overarching strategy. During your search, pay attention to how they communicate with you. how they respond to questions about goal-setting, and the importance of metrics in guiding their process.
Knowledge of basic marketing
A SaaS content writer without any knowledge of basic SEO principles is just a writer. Even if they have the ability to follow a brief, they won’t be effective in their role if they don’t know how to market your software. This should be apparent in their work, such as how they use marketing buzzwords and CTAs.
Talent for storytelling
Above all, a SaaS content writer must know how to tell a compelling story. And as mentioned above, they must know to educate the audience in a manner that’s easy to understand without dumbing it down.
The caliber of the content writer directly influences the quality of the content they produce. With the above qualities in mind, you can gauge the writer’s capabilities and find a candidate best suited to help you reach your goals.
Figure out where to find top talent
The internet is a vast network of global connectivity, and there’s certainly no shortage of great writers to be found. But finding exceptional talent in this competitive digital landscape is more challenging than you might think.
Finding talented writers capable of taking your content marketing efforts to the next level is like searching for a black cat in a coal cellar. It takes considerable work, but you’ll get there eventually, especially if you know where to look.
Try looking for talent in the following spaces:
If you don’t plan on investing in an in-house writer, then you can find great freelance talent in these marketplaces.
However, these spaces will always come with an asterisk, as they are often crowded with amateur talent with little to no SaaS experience.
But there is always the possibility of finding a diamond in the rough. Just make sure you’re clear with what you’re looking for in the job description to attract the right candidates.
Job search platforms
Recruitment platforms, online job boards, and job search engines can also be a great way to increase your online visibility and recruit top talent.
Although not all the available talent are writers, there is still a higher likelihood of finding an exceptional candidate looking for an opportunity to contribute to a SaaS company’s growth.
Professional networking platforms
Professional networking platforms are valuable spaces to find SaaS content writers for your business.
These platforms offer a wide range of networking features that can help you connect with others in your industry and reach out to talented professionals with extensive experience.
Content marketing platforms
Sites like ProBlogger and ClearVoice are platforms dedicated to providing writing opportunities to talented writers.
Whether you’re looking for a freelancer or someone who can write for you full-time, these platforms give you access to a network of excellent writers.
In SaaS marketing, finding the perfect content writer is just as important as putting out a good product.
A high-quality writer can help you create content that informs, educates, and engages your audience. Facilitating effective communication helps your audience see your product as a solution to their pain points.
And by considering the factors we’ve shared above, you can get closer to finding a writer who understands the intricacies of the SaaS industry and has a results-driven mindset.
Looking for a partner in developing your SaaS marketing strategy? Hit us up – we’d love to chat.