SaaS content creation. Tips about it occupy your social media feed. Everyone has a different idea what the best practices are.
But how exactly does a good piece of SaaS content come to life? What do you pay attention to (and what do you ignore?) when every content expert seems to say something different?
In this article, I gathered the most popular advice and explained it as thoroughly as possible to help you understand which SaaS content creation options might be the best for you.
Understand Your Audience Deeply
And I mean it – deeply.
I couldn’t not start a post about SaaS content creation tips without stressing how important it is. Understanding your audience and crafting content that responds to their needs and helps them achieve their goals.
You’ve probably heard it all already. Marketers are yapping about it constantly. So, let me specify exactly how to do it:
How to understand your SaaS audience
First, let me specify what you’ll need to find out about them:
- Demographics: Any measurable data that influences your strategy. Do NOT include here numbers and facts that mean nothing to your business. “Swims 3x a week” doesn’t mean anything if you don’t sell swimsuits.
- Psychographics: Define your customers’:
- Fears: Things they don’t want to happen
- Frustrations: Things they wish didn’t happen to them
- Goals: Measurable outcomes they wish to achieve
- Aspirations: How would they like to be perceived
This is the absolute basis of any further customer research.
Remember, make it 100% relevant to YOUR business. Data without meaning is worse than no data because it makes you feel like you know a lot about your audience – when in fact they’re as alien to you as I am to the inhabitants of Mars.
Next, gather data on your audience’s pain points and preferences. Utilize analytics tools to track user behavior on your website, social media platforms, and email campaigns. Look for patterns in what content resonates most with your audience and what drives them to take action.
Also, consider implementing surveys or feedback forms to directly ask your audience about their needs and preferences.
By combining quantitative data with qualitative insights, you can create content that truly speaks to your audience’s needs and interests.
And if you’d like to organize your customer research process, here’s a free workbook for you:
Leverage Advanced Keyword Research
Now that you know a bit about who you’re targeting, we can move on to the keyword research.
It’s a must if you’re serious about growing your website traffic without spending an arm and a leg on ads. By understanding the specific terms and phrases that your target audience is searching for, you can create content that aligns with their search intent and increases your visibility in search engine results.
To start with, you need to identify keywords that are relevant to your SaaS product or service. This includes both broad keywords that describe your industry as a whole and long-tail keywords that are more specific to your offering.
Tools like Ahrefs and Semrush can help you identify high volume keywords that are relevant to your business, as well as analyze the keywords that your competitors are targeting.
If you’re like most SaaS creators, you’ll probably aim for the keywords with low competition and big traffic. They have a green sign, so they’re good, right?
Not so fast. A good keyword is much more than just a Keyword Difficulty metric inside the SEO tools (this metric isn’t even an actual Google metric).
To identify an actually good keyword, ask yourself:
- Does this keyword accurately reflect what my audience is looking for?
- Is this keyword relevant to the content I am creating?
- Will targeting this keyword help me reach my business goals?
And if the answer is “3x yes!!!” – you’ve got a good keyword.
However, you’re not done with the keywords yet. The secret sauce is to know how to prioritize your keywords:
How to prioritize keywords
First, categorize your keywords based on their relevance to your business goals and the intent behind the search:
- Informational: Educational content that helps your audience understand a topic or solve a problem
- Transactional: Keywords that indicate intent to make a purchase or sign up for a service
- Navigational: Keywords that lead users to a specific page or resource on your website
- Brand: Keywords that include your brand name or variations of it
Once you’ve categorized your keywords, prioritize them based on their search volume, competition, and relevance to your target audience. Focus on creating content that targets a mix of informational, transactional, and navigational keywords to attract and convert a diverse range of users.
By leveraging advanced keyword research techniques and prioritizing your keywords effectively, you can create content that not only attracts the right audience but also converts them into loyal customers.
Remember, it’s not just about ranking for keywords – it’s about creating content that truly resonates with your audience and drives them to take action.
Optimize for Readability and Engagement
Your content should be more than “a nice piece of info”—it should be a pleasure to consume.
When you create a great content experience, converting your audience into customers is a breeze.
Here are some tips on how to optimize your SaaS content for readability and engagement:
Write at an appropriate reading level:
Avoid using jargon or complex language that may alienate your audience. Aim for a reading level that is easily understood by your target demographic.
This doesn’t mean you should dumb down your content. Instead, the copy should flow so well that your customers can skim through it and instantly feel it’s worth their attention.
For example, instead of saying “utilize”, you could simply say “use”. This minor adjustment can make your content more accessible and engaging for your audience.
Structure your content for easy consumption:
Use subheadings, bullet points, and numbered lists to break up text and make it more scannable. This helps readers quickly find the information they’re looking for and keeps them engaged throughout the piece.
An example? This text is an example.
Incorporate interactive elements:
Consider including videos, infographics, or interactive quizzes to make your content more engaging and interactive.
This not only keeps your audience interested but also encourages them to spend more time on your site, increasing the likelihood of conversion.
And you know what? Interactive content is just super fun. Just look:
By optimizing your SaaS content for readability and engagement, you can create a more enjoyable experience for your audience and ultimately drive them to take action. Remember, the goal is not just to provide information, but to connect with your audience on a deeper level and inspire them to become loyal customers.
Integrate Real-World Examples and Case Studies
There’s nothing better than showing your potential customer how you’re helping your current customers. By showcasing this, you provide tangible evidence of your SaaS product’s value and effectiveness.
To integrate real-world examples and case studies into your content, consider the following tips:
Collect customer success stories:
Reach out to satisfied customers and ask them to share their experiences with your product.
Conduct interviews or surveys to gather detailed information about how they use your product, the results they have achieved, and any challenges they have overcome.
These stories can be used to create compelling case studies that resonate with your target audience.
Take a look at how Shopify is elevating their customers’ stories. They put their customers right in the center of the story, letting it inspire other e-commerce store owners:
Notice how Shopify itself is almost never mentioned in the story. It’s a great example of making the customer the real hero of the story.
Highlight specific use cases:
Identify common pain points or goals that your customers have and showcase how your product addresses them.
Incorporate the use cases:
- In your existing website copy
- In separate, use-specific landing pages
- In blog posts focused on a specific persona
A good way to identify your use cases is to use the Jobs to be done framework (JTBD).
For example, include a case study that demonstrates how a customer used your product to achieve a specific goal or solve a particular problem.
This real-world example can help potential customers see the practical application of your SaaS solution and how it can similarly benefit them.
Include testimonials and reviews:
Incorporate quotes from satisfied customers in your content to add credibility and social proof.
Testimonials and reviews can provide valuable insights into the benefits of your product and help to build trust with new prospects.
Use visual elements
Enhance your case studies with visuals such as charts, graphs, or screenshots to make the information more engaging and easy to understand.
Zapier is doing it really well:
Visual representations of data and results can help to reinforce your key points and make a stronger impact on your audience.
Share success metrics
Quantify the impact of your product by including key performance indicators (KPIs) and success metrics in your case studies.
Whether it’s increased ROI, improved efficiency, or higher customer satisfaction rates, concrete data helps to substantiate your claims and demonstrate the value of your SaaS solution.
By incorporating real-world examples and case studies into your content, you can provide compelling evidence of the benefits of your SaaS product and build credibility with your audience.
Focus on Comprehensive Content Audits
A comprehensive content audit will ensure your messaging aligns with your audience’s needs. To conduct a successful content audit, follow these steps:
Start by collecting all of your existing content in one place, including blog posts, landing pages, social media posts, and email campaigns:
Use tools like Google Analytics, Semrush, or Ahrefs to gather data on the performance of each piece of content, including metrics such as page views, engagement rates, and conversion rates.
Next, evaluate each piece of content against your goals and objectives. Identify any gaps in your content strategy, such as topics that are not being covered or outdated information that needs to be updated. Look for opportunities to repurpose or optimize existing content to improve its performance.
Consider conducting a content gap analysis to identify areas where you can create new content to fill in the missing pieces of your content strategy. This could include creating content around trending topics in your industry, addressing common customer questions or pain points, or highlighting new features or updates to your SaaS product.
Finally, create a content audit checklist to help you track your progress and monitor the success of your content optimization efforts.
This checklist should include key performance indicators (KPIs) to measure the effectiveness of your content, such as traffic growth, engagement rates, and conversion rates.
By focusing on comprehensive content audits, you can ensure that your SaaS content is optimized for your target audience and aligned with your business goals, ultimately driving more traffic, engagement, and conversions.
Employ Advanced Content Formats
To effectively employ advanced content formats in your SaaS content creation strategy, consider the following tips:
Diversify Your Content Formats
Experiment with different types of content such as videos, podcasts, interactive quizzes, webinars, infographics, and more to cater to different learning styles and preferences.
For example, create video tutorials to demonstrate how to use your SaaS product, record podcasts featuring industry experts discussing relevant topics, or design interactive quizzes to engage and educate your audience.
Integrate Content Formats Strategically:
Incorporate diverse content formats into your overall content strategy to enhance user experience and retention.
For instance, you can repurpose a blog post into a video series, create an infographic to summarize key information, or host a webinar to provide in-depth insights on a specific topic.
Utilize Interactive Elements:
Explore interactive elements such as clickable buttons, quizzes, calculators, surveys, and polls to engage your audience and encourage active participation.
Interactive content not only boosts user engagement but also provides valuable insights into your audience’s preferences and behaviors.
Regularly Update and Optimize Content
To maintain high search rankings and engage returning visitors, it is crucial to regularly update and optimize your SaaS content. Here are some strategies to help you keep your content fresh and relevant:
Create a Content Calendar:
Develop a content calendar to plan and schedule regular content updates. This will help you stay organized and ensure that you are consistently publishing new, high-quality content.
Set Editorial Guidelines:
Establish editorial guidelines to maintain consistency in tone, style, and messaging across all of your content.
This will help you create a cohesive brand identity and ensure that your content is aligned with your business goals.
Repurpose Content:
Repurpose existing content to reach new audiences and extend the lifespan of your content.
For example, you can turn a blog post into a podcast episode, create an infographic based on a case study, or develop a webinar from a popular blog series.
By regularly updating and optimizing your SaaS content, you can maintain high search rankings, engage returning visitors, and continue to provide value to your audience. Remember, content is a dynamic asset that requires ongoing attention and refinement to stay relevant in today’s competitive digital landscape.
Harness the Power of AI in Content Creation
AI tools did as much good as they did bad to content.
Jokes aside, the way content is created definitely changed. We can produce more, faster, and way more personalized.
Here are some ways AI can help in content creation:
- Ideation: AI tools can analyze data and trends to suggest relevant topics and keywords for your content. This can help you stay ahead of the curve and create content that resonates with your audience.
- Optimization: AI can also assist in optimizing your content for search engines by analyzing keywords, structure, and readability. This ensures that your content ranks higher in search results and reaches a larger audience.
However, it’s important to be aware of the risks and limitations of AI-driven content.
While AI can streamline the content creation process, it’s essential to maintain authenticity and quality in AI-generated texts. It’s crucial to review and edit AI-generated content to ensure it aligns with your brand voice and messaging.
Ultimately, harnessing the power of AI in content creation can help you scale your content marketing efforts, reach a wider audience, and drive meaningful engagement with your target audience. By leveraging AI tools effectively, you can stay competitive in the digital landscape and continue to deliver valuable content to your audience.
Final Thoughts
Creating compelling SaaS content that resonates with your audience and drives conversions requires a strategic approach.
Remember, the key to successful SaaS content creation lies in understanding your audience, addressing their needs and pain points, and providing valuable solutions that inspire action. By continuously refining your content strategy and staying up-to-date with industry trends, you can build a loyal customer base and drive business growth.
If you need help with any of this – we got you. Grab a spot from our calendar below and let’s craft winning content for your SaaS:
