Do you find the performance of your SaaS content marketing strategy unsatisfactory or not as well as you want it to? If you do, there may be some key elements that you miss that can help you outshine your competitors.

You must realize that nowadays, content marketing is no longer about the quantity or number of articles that you are creating. Rather, it is about the relevance and quality of the content. And surprisingly, only 32% of the business-to-business or B2B marketers maintain a detailed content marketing strategy.

What is SaaS?

SaaS stands for Software as a Service. It is a model for software distribution wherein a certain cloud provider will host applications and have them available to the internet’s end users. In SaaS, a third-party cloud provider can also be contacted by an independent software vendor to host the application. But in some bigger companies like Microsoft, the software vendor could also be the cloud provider.

Users of SaaS applications include business users, IT professionals, and personal users. The product’s extent includes personal entertainment like Netflix up to advanced IT tools. Most often, SaaS products are marketed to both business-to-business and business-to-customer users.

Why is blogging important for SaaS?

1. To educate clients.

Frankly, most entities in the SaaS market are selling products that are not readily comprehensible. And having the most instinctive dashboard that children can use does not matter since it is still comparatively harder to figure out than the standard day-to-day product.

It is important, then, to provide your customers engaging, useful, and professional content that will allow them to make sense of your program. While your software can help dozens of individuals, the majority of them have no idea how your product can benefit them. By writing a blog, you are creating an avenue where your clients can look for answers to concerning questions like “how can I use this product?” and “how can this product save me money, time, or resources?”

2. To spend less money on customer service.

Your customer service department could be receiving hundreds of phone calls at this very moment. And 80% of these calls could be just inquiring for the same questions. Though few clients read the Frequently Asked Questions before calling, the majority do not.

By writing blogs, you can reduce the workload your customer service department takes. Posts are much preferred by people to read than the FAQs perhaps because blogs appear to be more specific, holistic, or personal.

Those who normally answer phone calls and emails can create blogs about key problems; as a result, they will gain more time to write even more blog posts in the future. This will eventually drop your company’s expenses in customer service while keeping a good level of client care.

3. To save your clients’ time.

In a nutshell, your blogs are books that give you the most invaluable knowledge and thereby saving your time. Most likely, your customers are entrepreneurs if you are running a SaaS company. And just like any other professionals, businessmen need to save time.

Your clients will love you simply by showing your clients that you can save them more time. In consequence, they will yearn for more techniques that can create or save time which you can provide through your software. They will surely take your product.

7 Things You can do to make your SaaS product blog post more engaging

1. Be clear

Since software information is inherently dense, your SaaS blog posts may appear more like an owner’s handbook than a delicious dessert of important data when these blogs do not have the right angle. If you fail at being clear, you will quickly lose your readers’ interest even if you are providing invaluable insights.

Also, if you are using complex language, you will appear unapproachable and pretentious which is not a great starting point in a relationship. You must also avoid jargon since these can be alienating. Instead, use conversational language and speak in layman’s terms. Always be clear, concise, and direct.

2. Get visual

Although words are the job of a writer, you cannot argue the fact that visual information is being processed by the human brain 60,000 times faster than it does in texts. So, visual content can be the key for you to improve the effectiveness of your blog post.

Does this mean that texts are less important? Definitely not. When the visual content and text are balanced, the best in each other is brought out. Visuals help you in simplifying complex concepts and in filling in the gaps that you missed during skimming.

3. Offer stories

We all love stories. Narratives give us inspiration and interest that make reading a lot more pleasurable than being a work. And you can make your SaaS blog posts more enjoyable too by turning them into a story. But how?

First, set the stage by being descriptive in showing that this content is relevant. Then introduce the conflict by presenting the needs or problems that your product fulfills or solves. Next, achieve a resolution by showing your readers real-world examples of how these problems are solved. Lastly, end with a conclusion by letting your readers what they should be doing next after you have dropped some relevant knowledge.

4. Stop selling

It is 2021 already and everyone is fed up with being sold anything anymore.

SaaS customers want to do their research about a product. Eventually, the internet will disclose to them the best solution for their needs and wants. On average, these customers read about five pieces of content before talking with a sales representative. So, you can draw them closer by firstly helping them acquire the information they need or look for.

5. Stay on trend

Since your prospects are looking up to you, you need to keep yourself in touch with the next big thing and be ready to share it with your market in a way that makes sense. Read blogs about the industry, attend trade exhibits, and subscribe to weekly newsletters. Always look for new ideas and angles that pull the trend back to your product.

6. Keep readers in mind

Blog posts are created for your readers. You cannot forget what they need by placing your reader’s profile on your writing desk. Have a list of their traits for every blog post that you write. The more you know them, the easier it would be to write to them.

7. Use emotional power words

You can use powerful words to emphasize your point. These are adjectives that can help evoke various emotions in your readers. Even if it is about software, you should not let feelings and fun slip in your writing. After all, if you need to hit the right key with your clients to sell that product.

Conclusion

You must exert great efforts to make your blog posts more engaging which your clients can enjoy. By doing the strategies above, you can create a more engaged market, encourage loyalty for your products, and see the growth of the money it brought to your SaaS firm.