The Best Damn SaaS Content In Four Steps
Let’s call a spade a spade: creating SaaS content is hard. You’ve got industry jargon floating through your head, different levels of prospects you’re attracting, the desire to stand out from the crowd, but not too much (you have a level of professionalism to maintain and you’re still building your brand recognition), and you might not even be a content writer — just stuck with the job 🙁.
Oh young SaaS-hopper, fear not. There’s a simple, four step solution to ensuring you start making content that rocks.
If you’re ready to stand out and make content that has:
- High level prospects sliding into your Inbox daily
- Readers dropping everything to read your latest blog post
- Your content being shared by hundreds of ideal customers
- Industry leaders and potential partners commenting on your articles
Then here’s what you need to do.
1. Develop (and stick to) a stronger-than-straight whiskey brand voice.
I’m a straight, no chaser whiskey gal, what about you 😉? Just kidding. I’m a tequila girl. In anycase, whether you’re taking on a playful tone, or a serious tone, or a slightly snarky, but still professional tone, it needs to be straightforward.
Now, don’t get me wrong. I’m a huge fan of metaphors, celeb-related analogies and wordplay, but only when it’s done at just the right time.
If you’re a B2B or SaaS company, this especially relates to you because…
💥Newsflash: your target’s eyes glaze over when you use industry jargon 😐.
Even if they’re in the same industry or vertical.
The more you stand out, the less you’ll be ignored, and that’s a really good thing in 2020.
Whether you’re speaking to the CEO, CMO, Director of Sales, HR Manager, Purchasing Agent, Resident Office Dog 🐶, you are speaking to a human (dog not included). Forget the job title and remember that this human, on or off the clock, is bombarded 24/7 with content. It’s not about B2B or B2C, it’s all H2H (human to human, in case you didn’t get that.). More likely than not, what catches and holds attention is the silly meme, reposted TikTok video, viral YouTube video, or token contrarian naysayer that has nothing to do with their industry.
What doesn’t capture their attention is your content alongside the 100+ other pieces of content they see from your competitors.
Why? Your voices all sound the same and you aren’t speaking in a voice that captures your target’s attention.
Just because you’re a SaaS or tech company doesn’t mean you have to “act like one”, so to speak. If you need to, go back to the drawing board as a team and connect with your mission, values, brands you admire and work out a new brand voice from there (psst: that’s what I do if you need help ☺️).
2. Tell a story like you’re trying to scare your kids around the campfire.
If you’re not telling a clear story to your targets, you will lose their interest quickly. You need a story that captures, captivates, gives lots of detail… one that your reader can lose themselves in.
Ideally, in every piece of content you’re telling a story that takes your reader from where they are currently into where they want to be. That way, they’ll continue to see their ideal version of themselves or their business in you and trust that you can solve their problem.
Details are good. Fluff? Not so much.
Rushing through the story you’re telling or picture you’re painting? Not good.
Find the balance between telling the important stuff without missing out on the juiciness that keeps readers engaged.
3. Gaze into your prospect’s eyes like you’re hypnotizing them.
On that same note, whatever you’re writing needs to speak to one person.
“But what if prospect A doesn’t relate to the same things prospect B does?”
“What about the call I just had with Joe, who’s struggling with X, when Tim, struggles with Y?”
Hmm. Sounds like a case of #peoplepleasing.
The struggle is real when trying to attract enough prospects to reach your sales goals, but only speaking to one person (the right person) in your content.
You can’t have a one size fits all approach to content marketing. It will, in fact, repel those you want to work with.
Again, go back to the drawing board with your team if you need to and get more specific than you ever thought possible on who your target reader is. Hint: if you start to feel creepy about it, you’re almost there!
4. Tell them exactly, I mean exactly, what to do next.
As much as we like to believe we like to make decisions for ourselves, really, we love direction. All of us. That means you need to tell your reader exactly what you want them to do next.
Doesn’t mean they’ll always listen 😉, but the good ones will take action.
Your call to action needs to be specific, relevant, and only provide one step. Do not ask your reader to:
- Check out your pricing on your pricing page
- Share this piece of content via email, and/or LinkedIn, and/or Facebook
- Subscribe to your email list
- Download your free report
- Schedule a sales consult
- Make sure to “like” and “follow”
All at the same time. I’m exhausted just looking at that list!
What is the most important next step for your prospect to take at this part of their journey with you? This comes back to know exactly who you are talking to, why you are talking to them and the story you are telling.
If you wrote a piece of content that is speaking to a brand new, cold prospect, their next step isn’t going to be to “get into bed with you”. At least take ‘em out on another date!
Now knowing what it takes to create the best damn SaaS content ever for your business, what changes are you going to make to improve your content? Comment below!The more you stand out, the less you’ll be ignored, and that’s a really good thing in 2020. #goodcontent #in4easysteps @braudknows Click To Tweet