Writing SaaS content can seem like a daunting task, but it doesn’t have to be, especially with marketing tools such as AI writing software.

With the right content strategy and tools in place, you can create compelling copy that will attract your ideal customer and generate signups for your online services.

I’ve been into content creation for years now, and I’ve picked up a few nifty strategies along the way that I want to share with you.

SaaS content writing does not differ that much to regular in-depth and long-form content pieces, but it needs a few tweaks here and there to the overall strategy.

I’ll discuss everything from understanding your audience to leveraging visuals, maximizing social media reach with SaaS content strategy, and measuring the success of your efforts.

So let’s dive into what it takes to write content for SaaS companies!

Understanding Your Audience

How to write saas content - audience

As a SaaS content writer (or even as a CEO for a SaaS product), it’s important to understand who your target audience is and what they need from you.

Identifying your target market is the first step in understanding them.

This can be done by researching their demographics, interests, and behaviors.

Once you have identified who they are, research their needs and wants to determine how best to craft a message that resonates with them.

This is SUPER important; if your copy and offer does not match the search intent and your audience needs, forget about ever getting any sign-up.

Let’s take it one step further and dive into each one.

Identifying Your Target Market

Understanding who your target audience is will help you create content ideas that speak directly to them.

Researching information such as age, gender, location, income level etc., can provide valuable insights into the types of people likely to use or purchase your product or service.

Additionally looking at their interests and behaviors can give further insight into how best to reach this group of people with relevant messaging.

Usually if you’re a B2B SaaS business, you already have a passion for the product or service that you offer, so in short you are your own target market as well.

By analyzing yourself and what persona you are, you’ll be able to tap into what other people in the same industry are like.

Researching Their Needs and Wants

Once you’ve identified who your target market is it’s time to research what they need from you in order for them to become customers or users of your product or service.

Understanding their pain points and challenges helps inform the type of quality content needed in order for them to find value in what you offer.

The reason ANYONE buys ANYTHING is to either solve a problem or fulfill a desire. Usually the desire is achieved by solving a problem on the path to it.

Additionally, learning about any trends related specifically to this group gives insight into topics as well.

This helps massively with crafting messages tailored towards this particular audience segmentation, they will feel like “you just get them”.

Crafting a Message That Resonates

Now that we know our target market and have researched their needs, it’s time to create a message that resonates with them on an emotional level, so they feel compelled to take action after viewing our content.

To do this, we must think beyond just providing useful information but also consider things like tone, humor, storytelling, visuals etc.

All these elements combined should result in a powerful call-to-action which encourages viewers to convert into a lead.


Understanding your audience is the foundation for any successful content marketing strategy. Start by researching your target audience’s:

  • Wants
  • Needs
  • Problems
  • and Desires

By crafting a message that resonates and creating engaging headlines, you can begin to write compelling copy that will convert readers into leads.

Writing Compelling Copy

How to write saas content - copywriting

Copywriting is all about using the right words to show people that what you have to offer is the right solution to their problem.

These are the beginner steps I would start off with when writing content in the SaaS industry.

Crafting an Engaging Headline

Crafting a headline that captures your reader’s attention is essential for any marketing team.

It should be short, punchy, and capture the essence of what you are trying to say in just a few words.

Try to use power words such as “amazing” or “unbelievable” to grab readers’ attention and make them want to click on your article.

One of my mentors always says that you want to create maximum curiosity with a bit of mystery.

When you read your headline out loud, it should spark something in you that compels you to want to know more.

A headline that leaves something unresolved in the reader’s mind is a surefire way to get that click.

Spend time on your introduction

Once you have crafted an engaging headline, it’s time to write the introduction of your copy.

Keep sentences short and concise; this will help keep readers engaged and prevent them from getting bored or overwhelmed with too much information right out the gate.

You also want to spend extra time on your introduction as this will set the tone for the rest of your content.

You essentially want to assure that the thing the audience is about to read is just the content that they need and what they were looking for but didn’t even know it.

It’s a type of “qualifying the lead” kind of thing. There is no use talking about selling a pen if the reader is not interested in a pen.

Really make sure that whatever they are about to discover is just right for their specific problem or desire.

Incorporating Humor and Wit into Your Content

Adding humor or wit into your content can help make it more enjoyable for readers while also making it easier for them to remember key points from the article.

Incorporate jokes or puns when appropriate but don’t overdo it – too much humor can take away from the seriousness of the message you’re trying to convey.

Things like memes can also work as long as they match the context of what you’re writing.

Creating a Call To Action That Converts

A call-to-action (CTA) is essential for converting leads into customers so make sure yours stands out!

Ut has to be clear what action you want people to take after reading your content – whether that’s signing up for an email list, downloading something, or making a purchase,

Then craft your language around that CTA that encourages people to act now rather than later.

And don’t just leave your CTA for last as most readers usually skimp content and rarely get to the end of it all.

You can include CTA’s as early as in your introduction paragraph if it makes sense.

Vocal Video does a great job with this in their article about testimonial videos, as they straight up leave a note after their introduction with a CTA, and it works!

Don’t forget about SEO

Optimizing for SEO and keywords is essential for successful SaaS content marketing.

Include relevant keywords throughout the text naturally, without stuffing them in where they don’t belong; this will improve readability while still helping to boost rankings on search engines like Google and Bing.

This is where AI SEO tools do the job for you by showing you exactly what keywords to include, what related terms to use, and how much of it.

I highly recommend any of them if you’re serious about your SaaS content.


SaaS content marketing requires a combination of elements to be successful.

  • Craft an engaging headline
  • Create a killer introduction tailored towards the right audience
  • Use humor and wit when appropriate
  • Insert call-to-actions to help a reader to take the next step.
  • Optimize for SEO and keywords to boost rankings on search engines.

Leveraging Visuals to Enhance Content Quality

How to write saas content - visuals

Visuals can be used to enhance the quality of content by breaking up text, adding images, and using infographics.

This is great for improving readability and comprehension.

We want to make it as easy as possible for a human reader to consume our content.

Choosing the Right Images or Videos for Your Content

When it comes to visuals, you want to make sure that they are relevant and eye-catching.

Choosing the right images or videos can help your content stand out from the crowd.

For example, if you’re writing a blog post about how to use social media for SaaS marketing, consider including an image of someone using their phone with a caption that reads “Social Media Marketing Made Easy!”

This will draw readers in and keep them engaged. Additionally, videos can be used to demonstrate concepts in an engaging way.

If you have a tutorial video on how to use your software product, embedding it into your content is a great way to provide value while also increasing engagement.

Utilizing Infographics to Simplify Complex Ideas

Infographics are one of the most effective ways of simplifying complex ideas and presenting them in an easy-to-understand format.

When creating infographics for SaaS content marketing purposes, focus on making them visually appealing by incorporating colors and icons that relate back to your brand identity.

Additionally, make sure all information included is accurate and up-to-date so readers don’t get confused when viewing it later down the line.

Adding Animations or GIFs To Increase Engagement

Animations and GIFs are another great way of adding visual interest without taking away from the main message being conveyed in your content piece.

These types of visuals add humor and personality which helps create an emotional connection between reader and writer/brand.

It’s something that is essential when trying to build relationships with customers online through SaaS content marketing efforts.

Try adding animations at key points throughout articles where extra emphasis needs added.

This could be anything from highlighting important facts & figures through animated graphs/charts or simply adding fun GIFs after jokes/puns made within copywriting sections.


Using visuals in your content can help you capture the attention of your audience and make complex ideas easier to understand. 

Consider including relevant images or videos, infographics to simplify complex ideas, and animationsGIFs to add humor and personality.

SaaS Content Marketing Strategies

Now writing SaaS content is all great and a real cornerstone for any SaaS brand looking to generate organic traffic with inbound leads.

But you also need to consider your overall marketing strategy, which I’ll touch upon briefly below.

Developing a Comprehensive Social Media Plan

To maximize the reach of your SaaS content marketing efforts, it’s important to develop a comprehensive social media plan.

This should include which platforms you will use, how often you will post, and what type of content you want to share.

You should also consider creating an editorial calendar that outlines when each piece of content will be published and on which platform.

Crafting Unique Posts for Each Platform

When crafting posts for each platform, it’s important to tailor them specifically for that platform.

For example, Instagram is more visual than Twitter or LinkedIn so focus on using images or videos with captions rather than long-form text posts.

On Twitter, keep your messages short and sweet as users are used to scrolling quickly through their feeds.

However Twitter is evolving and will in my opinion incorporate short form video content in the near future, which is great for us!

You can create short form vertical video content and have the same format published both on TikTok, Instagram reels, YouTube shorts, and the Twitter feed.

This maximizes your reach, and you can easily take bits and pieces of your SaaS content and create snippets of short video format to distribute on socials.

Short form content is now also starting to appear in the search results on Google so I would not sleep on this one.

Measuring the Success of Your SaaS Content Marketing Efforts

Measuring the success of your marketing efforts are key in order to ensure that you are getting the most out of it.

Set goals

Setting goals and tracking progress toward them is a great way to measure success.

This could include setting specific targets for website traffic, conversions, or social media engagement.

Once these goals have been set, it’s important to track progress over time so that you can adjust your strategy as needed.

Organic traffic through SEO is exceptional in this regard as you get direct feedback in terms of impressions and clicks to your content.

Analyze the traffic

Analyzing traffic sources and conversion rates will also help you determine whether or not your content marketing efforts are successful.

You should be able to identify which channels are driving the most visitors and leads, so that you can focus more resources on those areas in order to maximize results.

Additionally, understanding how users interact with different pieces of content will give insight into what type of content resonates best with your target audience.

Pivoting is an integral part of any business and whatever works you should consider leaning into that.

Don’t forget about user behavior

Examining user behavior on your website can provide valuable information about how effective your SaaS content marketing strategies really are.

Paying attention to metrics such as bounce rate and average session duration will tell you if people are engaging with the content they find on your site or simply leaving after viewing one page without taking any action.

By monitoring this data closely, you’ll be able to make adjustments accordingly in order to optimize performance over time.

I know it’s a lot but you’ll get a grip of it once you simply start doing it.

FAQs in Relation to How to Write Saas Content

What is SaaS content?

SaaS content is any type of digital content created to support the use and adoption of software-as-a-service (SaaS) products.

This includes webinars, blog posts, case studies, tutorials, how-to guides and more.

It’s important for businesses to create high quality SaaS content in order to increase user engagement and build trust with their target audience.

How do I write a SaaS blog?

Writing a successful SaaS blog requires understanding the target audience, researching topics that are relevant to them, and crafting content that is engaging and informative.

Start by identifying your ideal reader: who are they, what do they need to know?

Once you have an idea of who you’re writing for, research current trends in the industry as well as popular topics related to your product or service.

When creating content, focus on providing value – offer tips and advice that readers can use right away.

Wrap Up

Creating great SaaS content is a surefire way to attract qualified leads and generate sign-ups for your product, almost on autopilot.

But don’t be deceived by its simplicity as it requires a ton of work and effort upfront.

From understanding your audience, writing compelling copy, leveraging visuals to enhance the quality of your content, and maximizing social media reach – you can now confidently write saas content that will make an impact!