9 Steps We Use to Craft B2B SaaS Content that Converts

Wale Adeyemi

December 28, 2020

Wale Adeyemi

December 28, 2020

B2B SaaS content

Global marketing kingpin, Neil Patel, reports that at any given time, only 3% of your target market is ready to buy.

That leaves you with a whopping 97% who aren’t ready yet but are potential customers.

Most SaaS founders and marketing executives make the mistake of fighting to grab only the attention of people in the 3% – i.e., capturing existing demand.

Are you one of them?

Well, that’s a logical thing to do.

But do you know you can go beyond capturing demand, create it, and nudge those in the 97% into trial/freemium users or product-qualified leads (PQLs)?

This is where exceptional SaaS content writing (through Product-Led Storytelling) comes to the rescue:


In this piece, I’ll show the 9 steps we use to craft B2B SaaS content that doesn’t only creates demand, but directly converts (for us) and our clients.

But first…

Why Use B2B SaaS Content to Acquire Users Directly?

Because it works.

Take us, a SaaS & B2B content marketing agency, for example.

Even though we preach content isn’t king for SaaS & B2B businesses, we get qualified leads and customers directly from the content we create (and distribute):

Now, let’s step back for a minute and see why you should, just as we have, prioritize content as a direct acquisition tool.

I’ll start with a popular stat.

Google gets over 3.5 billion searches every single day.

A large part of these searchers are looking for information.

And I categorize them into three:

  1. People who are not sure of their problems and are trying to get clarification
  2. People who are aware of their problems and are looking for solutions.
  3. People who have found solutions to their problem but don’t know your product exists

Now, when anyone in the above categories goes online to search for information, they expect to find relevant content that will provide answers to their burning questions.

And that’s why content, when done well, is essential.

You can use it to guide readers to try out your product because of the kind of information they’ve gotten from you.

The best part?

It’s not limited to just Google. 

There are other digital channels like social media, online forums, groups, and others you can (should) share and distribute excellently-crafted content.

Doing this drives relevant traffic to your website.

And if you apply the steps I’ll show you today, which we use, some will end up becoming paying customers without the need for long SaaS sales funnel processes.

How, you ask?

Because our formula – the Product-led Storytelling formula – transforms each content piece into a tool that turns engaged readers into trial users or Product-Qualified Leads (PQLs):

product-led storytelling formula

In a nutshell, SaaS content writing is a key player in acquiring users for your product.

9 Steps to Acquire Users For Your SaaS Product

1. Craft benefits-driven titles

Before people read your content, the first thing they look at is the title.

By looking at the title, they are thinking, “Is this content going to solve my problem?”

If yes, they go ahead to read your content. If no, they bounce.

This decision happens in less than 10 seconds, so it’s crucial to nail the title of your content as it can be the difference between 10 and 1000 monthly readers – no matter how great the actual content is.

So how do you craft benefit-driven titles?

Here are three ways to do this:

1. Customer Research

The internet has made it easy for you to research your target audience without conducting interviews.

You only need to go on platforms your target audience frequents. 

And where are they?

  • Facebook Groups
  • LinkedIn Groups
  • Reddit
  • Quora
  • Review sites  – G2, Capterra, etc.
  • Comment sections – YouTube, blog posts
  • Social media
  • Answer the public

The goal here is to find out the kind of questions they are asking. You’ll most likely find golden nuggets you can fill your content calendar with.

2. Google’s People Also Ask

If you have a topic in mind, enter it on Google’s search box. 

Once Google returns the search, you’ll see a search box to show what people are also asking. 

This will give an idea of other things people are searching for that you could use to craft your title.

3. Related Searches

This is another Google search feature you can use to get more content title ideas.

Similar to Google’s PAA, you can use it to get into the mind of your prospects.

Once you search for a topic and Google returns the results, scroll down to the end of SERP.

You’ll see the related searches feature.

These are examples of places you can research your target audience to find out the kind of questions they are asking.

Then take note of these questions and add them to your spreadsheet.

Within no time, you’d have enough benefit-driven titles that your target audience will find helpful.

Here are some examples of benefit-driven titles we use on our blog:

Obviously, these titles aren’t for everyone.

They are only for our ideal customers who know exactly what they are looking for. 

And this brings us to our next point.

2. Write for Your Ideal Customer Persona (ICPs)

In the words of Seth Godin:

“Everyone is not your customer.”

And I couldn’t agree more.

Because, regardless of your service or product type, you can’t sell to everyone. 

So, why not save yourself the stress and call out who your target audience is at the beginning of your post?

Doing this is where knowing your Ideal Customer Persona (ICP) comes in handy.

Your ICP is a description of your target audience on a more detailed level.

This is where you go deeper than just demographics.

You want to know their interests, motivations, desires, pains, challenges, behavioral traits, and buying patterns.

The result of doing this?

You’ll pinpoint people who need your product the most. 

When developing your holistic SaaS content strategy, you should come up with 3 – 5 ICPs most likely to purchase your product. Then, as you craft each content piece, write for one of them. 

For instance, here’s one of Victor Eduoh Consulting’s ICPs:

From the image above, you’d notice Zuhailo is a SaaS founder.

So, for the articles we craft with Zuhailo in mind, we strive to attend to his burning questions, regarding driving growth via content. 

And what’s the result of doing this, you ask? 

Engaged SaaS founders who become qualified leads and customers just from reading our content: 

product-led storytelling

In short, when you take this same approach, it also helps to filter people who are not your target audience.

3. Show, Don’t Tell

As a SaaS company, you’re dealing with people who hear just about the same verbose promises from your numerous competitors. 

As such, most prospects don’t want to hear what you have to offer. 

Instead, they want to see it for themselves before making an informed decision.

Sadly, a common mistake you’d find in most SaaS articles are wild claims of how much they raised, how they’re No.1, et cetra, et cetra. 

You should show. Don’t tell.

They say images are worth a thousand words. And videos? Well, I’ll leave that to your imagination.

When writing content, show how your product can help solve the problems your article seeks to address.

This is where employing media content of your product like images, GIFs, and videos come in handy.

When readers visualize your product, it triggers emotions in their brain and makes them want to experience the product by themselves.

And you know what they say about emotions…it’s why people buy.

Ahrefs uses this tactic in all its content pieces.

saas content research


And that’s one of the reasons they acquire users directly from their articles.

b2b saas content

4. Entertain & Educate Users With Your Content 

In as much as people want information, they also want to read something fun and engaging.

After all, they’re humans before anything else.

Over 4.4 million blog posts get published every day. So, it’s a no-brainer making your content something people want to consume like a hot bowl of mouthwatering pasta.

Making your content fun and engaging gives prospects more reasons to read till the end and take action.

And how do you make your content entertaining and engaging?

Walk prospects through how to solve the problems your article addresses in real-time using relevant stories.

Stories have been around since the beginning of time but are still relevant in today’s marketing and will continue to do so for centuries to come.

Adding them to your content doesn’t just make it more engaging, it also positions you as a thought-leader and helps build trust with your readers.

One that they will need to become users of your product.

5. Insert Reviews & Contextual CTAs Before the End

I don’t know if you’ve heard but there is an ongoing argument in the digital world about whether people read long-form content or not.

While opinions may differ, one thing is certain:

You want your readers to become users after reading your content.

So, why keep them waiting till the end of your 1,3,5 or 10 thousand-word article?

Contrary to what you may have heard, you can infuse relevant CTAs in your content long before your prospects read till the end.

You can also add reviews about your product to reinforce credibility and drive more user action.

Grammarly does a great job with this.

They add their CTA to the beginning of some articles.

And just around the middle, they add another. 

Different CTAs, same goal – to get users closer to taking action.

Sometimes, you need just one sentence to convince prospects to transition from readers to product-qualified leads or customers. 

If they are already sold on your product from the beginning, leaving your CTA till they end may not be a smart move.

Just ensure they’re contextual, timely, and blend in naturally with your content.

6. Add More Entertaining Stories, as Necessary. 

Quoting Seth Godin again:

“Marketing is no longer but about stuff that you make, but about the stories that you tell.”

Stories do a fantastic job of making your content entertaining, engaging, and more importantly, gets prospects to take action.

Think about this…

How many times have you ever sat in front of the TV waiting for the episode of your favorite TV show to start?

And when it ends, you can’t wait for the next episode, right?

This is the power of storytelling at work.

Since time immemorial, humans have always loved stories.

And many successful companies you know today were built on stories.

Here’s why:

People want to interact with humans, not robots and storytelling helps with this.

It builds a deeper and stronger connection with the audience and it also adds a human element to your content (something most SaaS companies don’t do).

You can use storytelling to make them feel humor, fear, anger, hope, inspiration, love, pride, and more. 

To prove my point further, research says storytelling can boost conversion rates by a significant 30%

Also, Neil Patel said, 62% of B2B marketers rated storytelling as an effective content marketing tactic.

And the reason is far-fetched.

People remember stories 22x more than facts and figures alone.

So, ensure you add more relevant stories to your content and ensure you include snapshots of your products as the hero in those stories.

That’s the core of Product-Led Storytelling – a term coined by our team.

7. Add More-Detailed Testimonial(s)

While some prospects may have been sold on using your product early in your article, others still need more convincing – even though your product has a freemium version.

So, how do you clear this big stumbling objection and flood your product with users?

One thing that works is the use of testimonials

Not just any random testimonial but a more detailed testimonial that shows how other people similar to your ICPs use your product to achieve results (with a reasonable outcome).

To drive home my point, hear what Alex Turnbull, CEO and founder of Groove HQ had to say about this:

“The best-testing testimonials are specific about who the testimonial writer is, and what problem Groove solved for them.”

He continued:

“The first part helps the reader put themselves in the shoes of the testimonial writer. As a SaaS founder, I’m a lot more likely to relate, for example, to Allan Branch, another SaaS founder, than the anonymous “John S., Boston, MA” that I see offering up testimonials all over the web.

The second part, specificity about a problem, demonstrates to the reader not just that your product is generally good (that’s not enough), but that you can solve their problem.”

And testimonials work like a charm. 

No wonder, a survey found out that 85% of people trust testimonials as much as personal recommendations from friends and family members.

Examples of testimonials you can use could be images, videos, or screenshots from existing and satisfied clients.

8. Employ SaaS copywriting Tactics

Listen closely…

One thing is having quality content and another is using the content to convert readers to users which is the whole point of this article.

If at this stage, your prospects are yet to become users, then all hope is not lost.

It’s at this point you switch on your SaaS copywriting skills to get users to imagine how your product will make their lives better if they signed up now – not later or tomorrow.

You have to mention the problems they were facing before reading your article, how they can get rid of it if they signed now and why your product is the best and ONLY tool they need to be free of their problems.

9. Lead Them to The Promised Land

Now, the goal is to convert readers to users.

But instead of just asking them to become a lead, download an e-book, or use a pop-up to disrupt them, there are better ways to do it.

You can use a prominent CTA box, sweet copy, and button and ask them to trial/demo your product. 

Here’s an example from Grammarly:

They want readers to become users. 

So they use a prominent and actionable CTA along with a great copy to entice their prospects to sign up.

People who got value from the article and saw how Grammarly’s product can help solve their problems will be more than happy to become users.

Final Thoughts

SaaS Content writing (if done well) can be a key user acquisition and growth channel for your product.

And the 9-steps I’ve walked you through makes it easy to achieve this.

Again, it’s the same formula we use to craft high-converting content pieces for our clients and our SaaS content marketing consultancy. 

Does it work, you ask? 


It’s how we engage and get our ICPs to reach out to us like this:  

b2b product-led storytelling content

Crafting content (the way we do) takes skill, practice, and hands-on experience. 

And that’s why we’re in business.

So, if you’ll like us to help turn your content into engaging product-led stories that convert, contact us here.

We’d be happy to discuss this.

Wale is the Copywriting Strategy Manager at VEC, a company that help B2B SaaS & VC firms differentiate with well-crafted stories people actually love to read.


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