What Is SaaS Content Writing?

Software as a Service (SaaS) content writing is an in-demand niche specialization. Freelancers who home in on this niche have the potential for significant growth opportunities and can often charge highly competitive rates. In this post, we’ll provide an overview of SaaS content writing, including a step-by-step guide on becoming a SaaS content writer. Keep reading to get started.

What Does SaaS Mean?

SaaS is a cloud computing model that delivers software applications and services online. In the SaaS model, the software is hosted and maintained by a service provider (usually a company). Users can access and use the software through a web browser or app on a subscription basis. This removes the need for installations, updates, and heavy IT maintenance on the user’s end.

Some examples of popular SaaS products are:

• Video conference platforms (e.g., Zoom, Microsoft Teams)
• Document management systems (e.g., Google Workspace, Dropbox)
• Accounting tools (e.g., QuickBooks, Xero)
• Graphic design software (e.g., Canva, Adobe Creative Cloud)

Check out this list by Exploding Topics on the top 50 SaaS companies.

What Is SaaS Content Writing?

SaaS content writing is the practice of creating tailored, engaging content for companies that provide SaaS products. It involves producing various types of written materials that not only promote the software but also educate users and support them throughout their journey with the product. 

SaaS content writing is typically: 

1. Educational in focus: Much of SaaS content aims to educate users on how to maximize the software’s capabilities. This includes user guides, tutorials, knowledge base articles, and troubleshooting guides. For example, Adobe’s InDesign product guide offers users a step-by-step introduction to its features.
   
2. Marketing-driven: SaaS content is often part of broader marketing strategies to drive traffic, generate leads, and convert prospects into paying customers. This includes product announcements, blogs, case studies, and email campaigns. HubSpot’s blog is a perfect example of SaaS content that serves both educational and marketing purposes. It consistently publishes articles that educate users on marketing, sales, and software integration while subtly promoting its own platform.
   
3. Customer-centric: This type of content will highlight the product’s core features and benefits and how it can solve the target audience’s problems. This often means highlighting real-world applications through case studies or providing insights into best practices. For instance, Slack’s Success Stories include narratives that demonstrate how its platform simplifies team communication and project management.
   
4. SEO and data-driven: SaaS content is typically optimized for search engines and backed by data to build trust and drive organic traffic. This involves keyword research, competitive analysis, and leveraging analytics to refine the content over time. Ahrefs, a major player in SEO software, dominates search rankings with its blog, which is packed with data-driven articles, tutorials, and case studies. Each post is meticulously optimized for high-volume keywords, driving massive traffic organically.
   
5. About long-term value: Unlike one-time purchases, SaaS operates on a subscription basis, so content must nurture ongoing engagement and customer loyalty. High-quality onboarding guides, feature update posts, and best practice tutorials are essential for customer retention. Dropbox consistently publishes product updates that inform users of new features and enhancements, keeping them engaged with the platform.

Why Is SaaS Content Writing Important?

High-quality SaaS content is important for several reasons:

1. Builds trust and authority: Educational content helps position the brand as an expert in its field. This builds trust with both prospects and existing customers. For example, HubSpot’s extensive library of tutorials and guides has solidified its reputation as an industry leader.
   
2. Supports the customer journey: From initial discovery to long-term usage, well-structured content guides users through each stage of their journey, increasing the likelihood of conversion and retention.
   
3. Boosts organic traffic: Optimized content ranks well in search engines, driving targeted traffic to landing pages and product offerings. This is especially vital for competitive SaaS markets.
   
4. Reduces customer churn: Clear onboarding guides, FAQs, and troubleshooting articles empower users to solve problems independently, reducing frustration and minimizing churn rate.
   
5. Facilitates upselling and cross-selling: Consistent content updates about new features or integrations encourage customers to explore additional offerings.

What Does a SaaS Content Writer Do?

A SaaS content writer can be either freelance or work in-house for a software company. Their role extends beyond simple content creation to include elements of marketing, product education, and technical writing. Their typical daily tasks and responsibilities vary depending on the company and product. But, in general, SaaS content writers may have the following duties:

• Research and analysis: Understanding industry trends, software capabilities, and competitor offerings to create high-value content
  
• Writing and editing: Crafting blog posts, product pages, white papers, and tutorials
  
• Managing social media: Sharing insights, product updates, and thought leadership content to engage with audiences
  
• Developing case studies: Highlighting real-world examples of successful software implementation, which serve as powerful social proof
  
• Collaborating with SEO and marketing teams: Optimizing content for search engines to improve discoverability and organic reach
  
• Creating knowledge base articles: Ensuring users have accessible documentation for troubleshooting and onboarding

How To Become a SaaS Writer

If you’re interested in pursuing SaaS as a niche, start with the following steps:

1. Get Familiar with the Industry

To become a successful SaaS content writer, you need to understand not just how to write well, but also the SaaS landscape itself. Start by studying popular software products to understand their features, target audience, and pricing models. The more familiar you are with how different SaaS solutions work, the more effectively you can write about them. It can help to:

• Read popular industry blogs: Some examples include SaaStr, HubSpot Blog, and TechCrunch SaaS. 
• Follow industry leaders on LinkedIn: Influential SaaS leaders like Jason Lemkin (Founder of SaaStr) and Dharmesh Shah (Co-founder of HubSpot) frequently share insights about SaaS growth and content strategies.
• Analyze competitor content: Visit websites of major SaaS companies like Slack, Zoom, Asana, and Trello. Study their landing pages, blog posts, and help center articles to understand their tone, style, and approach.
• Attend webinars and conferences: Participate in events like SaaStr Annual and ProductCon to stay updated on industry shifts and learn directly from experts.

It’s a good idea to create a swipe file where you collect well-written SaaS articles, landing pages, and onboarding guides that you can refer back to when creating your own content.

2. Study SEO Strategies

A significant portion of SaaS content is designed to attract organic traffic through search engines, which means understanding SEO is crucial. To get started:

• Learn keyword research: Use tools like Ahrefs, SEMrush, and Ubersuggest to identify high-value keywords. Focus on long-tail keywords that target specific user intents, like best project management software for small teams.
• Understand on-page SEO: Familiarize yourself with best practices such as keyword placement, meta descriptions, alt text for images, and internal linking.
• Master content structure: SEO-friendly articles often use clear subheadings, bullet points, and numbered lists for better readability and search ranking.
• Analyze competitor SEO: Study how top SaaS companies structure their content to rank well. 

There are a number of SEO courses that can help you build a solid foundation in SEO strategies.

3. Create a Portfolio

A portfolio is essential for showcasing your skills and expertise. To break into SaaS writing, your portfolio should include a mix of blog posts, product guides, case studies, and knowledge base articles. To start building your portfolio:

• Write mock articles: If you don’t have clients yet, create mock SaaS blog posts or tutorials. For example, write a how-to guide on using Notion for project management or a review of Zoom’s latest updates.
• Publish on Medium or LinkedIn: These platforms are perfect for showcasing your writing. Share your insights about the SaaS industry, product comparisons, or step-by-step guides.
• Guest post on industry blogs: Reach out to SaaS-focused blogs like Better Marketing or TechCrunch to publish guest posts. This not only adds credibility but also increases your visibility.
• Develop case studies: Write mock case studies showcasing how a fictional company benefited from using a SaaS product. Emphasize data, ROI, and specific improvements.

Focus on replicating the tone and style of the SaaS companies you admire. If you want to write for HubSpot or Asana, study their content closely and mimic their voice in your mock samples.

4. Offer Freelance Services

Breaking into the SaaS niche often starts with freelancing. Online marketplaces like Upwork, Freelancer, and Fiverr are good starting points. These platforms allow you to build your portfolio, gain experience, and network with clients. To get started:

• Create a clear profile: Highlight your understanding of SaaS, your SEO knowledge, and any related writing experience.
  
• Specialize in SaaS content: When applying for jobs, be specific. Instead of just “Content Writer,” position yourself as a “SaaS Content Writer Specializing in B2B Software.”
  
• Leverage niche job boards: Sites like ProBlogger, We Work Remotely, and AngelList often have listings for SaaS content roles.
  
• Pitch directly to SaaS startups: Smaller startups are often in need of quality content but may not actively post on job boards. Reach out with a personalized pitch and relevant samples.

When completing projects, always ask for testimonials. They add credibility to your portfolio and make it easier to secure higher-paying clients.

5. Network with Other Professionals

The SaaS industry is tightly knit, and networking can open doors to new opportunities, mentorship, and client referrals. Building relationships with other SaaS writers, marketers, and software developers can accelerate your career growth:

• Join industry communities: Platforms like SaaS Growth Hacks (Facebook Group), and SaaS Alliance (LinkedIn Group) are excellent for networking.
• Attend virtual and in-person events: Participate in events like SaaStock or SaaStr Annual.
• Follow key figures on LinkedIn: Connect with SaaS content managers, product marketers, and industry leaders. Engage with their posts to stay on their radar.
• Find a mentor: Look for experienced SaaS writers who might be open to mentorship. Many are happy to share advice and provide feedback if you approach them professionally.

Always follow up with people you meet at events or connect with online. A simple LinkedIn message expressing your appreciation for their insights can go a long way.

Becoming A Freelance Writer

Are you interested in learning more about freelance writing niches? Want to find out how to launch a career as a freelance content writer? Check out our comprehensive Becoming A Freelance Writer course! It teaches you everything you need to know about how to stand out in the competitive world of freelance writing. Sign up for your free lessons today!

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