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No brand ever gets to the peak of content quality.
Every day, brands take step after step to push their content quality a bit higher.
And your SaaS brand must always be on this journey too.
That’s why I’m here with 7 ways to raise content quality on your SaaS blog.
I’ll show you how to execute these tactics and examples of brands nailing them.
Let’s get in.
How to raise content quality on your SaaS blog
1. Identify and write for your ideal reader
If The Rock (Dwayne Johnson) and Kevin Hart shop in the same clothing store for t-shirts, will they be shown the same t-shirt sizes?
No.
Because their needs are different.
The same analogy applies to quality content.
The first step to elevating your SaaS blog content quality is to understand who is reading your content.
When you understand your potential buyer, it’s easier to create content that connects with them by solving their specific problems.
How do you identify this ideal reader?
By creating a buyer persona, but with a twist.
Your buyer persona contains details about your ideal buyer, including:
- Name
- Gender
- Age
- Job
- Income
- Location
- Pain points
- Hobbies
If you already have customers, you can pull their details to build your buyer persona. If you’re just launching your SaaS product, pull the details of a target buyer from your market research.
Once you do this, you can plug these details into Semrush’s persona builder. Then, the tool will produce a persona document.
That said, a buyer persona alone may be vague when writing for an ideal reader. After all, the traditional buyer persona only contains a fictional name and a list of traits.
It’s difficult to connect to this target buyer. And if you can’t imagine them, connecting with them on a blog page will be hard.
This is why you should find a real person you know who fits the details of this buyer persona.
Preferably, this should be someone you know well or can easily research online.
Then, write your blog post for this known person.
Writing for this person aids conversational content and lets you address specific problems.
You can replicate this for multiple personas if you’re targeting various categories of people.
Right now, I’m writing for a founder of multiple SaaS companies (who I’ve worked with).
This is my conversation with him.
2. Have a style guide for consistency
A style guide is like a manual for your washing machine. It provides instructions you must follow every time you use the machine.
Likewise, a style guide is a manual for your blog content.
A style guide contains general instructions that guide the writing, editing, and formatting of website content. It may include:
- Grammar choices
- Content structure
- Tone guidelines
- External and internal linking
- Writing process
- Content format
The reason to have a style guide is simple. It keeps your website content consistent.
This is even more vital if you work with multiple writers.
You can create a style guide from scratch by adding different sections about your content.
An easier way is to view existing style guides and customize them for your brand.
Check out style guides by MailChimp, Intuit, Microsoft, and Atlassian.
Once you create your style guide, save it as a document or publish it as a page on your website.
Build your SaaS style guide to maintain consistency across brand communications.
3. Hire expert writers to execute ideas
If you want to do a drag race, will you drive a Nissan Altima?
Most times, creating quality content is a drag race with competitors to connect deeper with readers, solve more problems, and become more popular.
You need expert SaaS writers to win this race.
Expert writers who have honed their skills through years of writing and re-writing to win readers’ hearts and influence them to action.
They understand grammar, content structure, sentence structure, and even psychological tools to deliver results with words.
Expert writers can use words to build a tight relationship between your brand and readers.
And this relationship can bring in thousands of dollars in monthly recurring revenue (MRR).
Now, how do you find the best writer for your brand in the sea of writers that exist today?
The easiest way is to think of great content you’ve read in your industry. Content that you’d love to have on your SaaS blog.
Who wrote these blog posts?
From these posts, create a shortlist of writers. Then, read more of each writer’s content before reaching out to them.
If a writer costs more than your marketing budget, you can ask them to refer you to good writers in their circle.
Beyond this, other options to find great writers include:
- Posting a job listing on LinkedIn
- LinkedIn search for industry writers
- Advertising on job boards
- Having a career page on your website
With expert writers, you can execute your content strategy to achieve goals.
If you need an expert writer for your SaaS blog, check out my writing services to see if they fit your needs.
4. Provide detailed content briefs to writers
Can you have subpar content even with an expert writer?
Yes.
Just like a Rolls Royce can miss its destination if you use the wrong map. Or worse, plunge into the ditch if you overspeed or take the wrong turn.
An expert writer needs direction to create the content you have in mind.
Since two people won’t have the same thoughts about a topic, a detailed content brief directs the writer toward your content goal.
A content brief provides guidelines and requirements to help a writer create helpful and high-converting content. A content brief includes:
- Target audience
- Target keywords
- Keyword search intent
- Content direction
- Content goal
- Competitors
- Word count
- Content gap to be filled
- Relevant sources
- Link to style guide
- Internal and external links to include
- Other information the writer needs
With a content brief, your writer can create an effective content outline before writing.
Brooklin Nash, CEO of Beam Content, says:
“Great content starts with a good brief.”
To create a detailed content brief, open a document and enter all these details. Save this document as a template to use for subsequent posts.
Or start with Daniel Cheung’s content brief template and edit it to your needs.
A content brief guides your writer.
Provide detailed briefs, and a competent writer will deliver high-quality content.
5. Embed elements to keep readers on page
One way to judge the content quality of a page is the time readers spend on the page.
Because you only stay on a page if it’s providing the information you need, right?
Sadly, words alone may be insufficient to keep readers on the page today. From TikTok to Instagram to Netflix, an average reader is spoilt with stimulation.
This is why you need to embed other elements on your page. Elements like:
- Images
- Infographics
- Audio
- YouTube video
These elements do two things.
First, they support the message you’re trying to get across through words. For example, images, infographics, and screenshots can help readers understand some concepts better.
Second, they give visitors alternative methods to consume content. This can be people who get bored with many words, need to listen while driving, or need visuals to do what you’re explaining.
Beyond these, getting a high time on page can improve your search rankings for target keywords.
How do you go about adding these elements?
The least you can implement is images. If you create product-led content for your SaaS blog, you need screenshots to show how your product helps customers.
These images guide readers through your content.
If you read the Ahrefs blog, you’ll often find beautiful images and screenshots of the Ahrefs tool.
Something like this:
These images show potential users how Ahrefs can cure their SEO headaches.
Some websites also convert their page to audio formats for people who want to listen. Tools like Narakeet and Podcastle can convert your blog posts into audio format.
Another popular way to keep readers on page is to embed YouTube videos. If you’ve created a YouTube video about a relevant topic, embed it where necessary in the blog post.
Here’s a YouTube video embedded in an Ahrefs blog post:
With this, Ahrefs can keep more readers on the page while piling on more video views.
Overall, these elements keep readers on the page and improve their experience.
6. Hire editors to ensure high content quality
Editors serve as your readers’ advocates.
They internalize your brand messaging and ensure that every content piece is on brand and in great shape for readers.
You may be asking, “Do I still need an editor if I’ve already hired great writers?”
Yes, you do.
Because it’s hard for writers to edit their own content. The writing process draws them too close to the content and makes them blind to its weaknesses.
Just like most people are blind to their biases.
An editor is far enough from your content to judge how useful it will be for the readers.
Your editor is the internal expert (think quality control) who ensures readers don’t see your embarrassing typos, confusing sentences, or content that can harm your brand.
Here are a few things an editor will do for your content:
- Correct grammatical errors
- Ensure consistency in style and tone
- Improve content clarity
- Review content for flow and readability
- Develop content ideas
- Fact-check cited information
Expert editor, Erica Schneider, says:
“Editors are the checks and balances. Without them, you risk spending time and energy on content that doesn’t do what you intended.”
How do you get the right editor?
One good place to start is asking people in your industry. They can recommend good editors they’ve worked with.
Another option is searching LinkedIn for editors in your industry.
After compiling a list of editors, reach out to them about the terms of working together.
7. Build topic clusters
Delivering quality content for broad topics goes beyond just creating a single blog post.
You have to publish multiple blog posts addressing various aspects of the broad topic.
This is where topic clusters come in.
Topic clusters (or content clusters) are a group of interlinked pages covering a broad topic. A topic cluster contains three main elements:
- A pillar page
- Topic cluster pages
- Internal links between pillar and cluster pages
Source: Semrush
Why go through the effort of creating topic clusters?
Topic clusters help you serve readers interested in a broad topic, which positions your blog as an industry authority.
This means visitors will stay longer on your blog to learn more about a topic of interest. And they’ll come back whenever they need to learn something new.
Beyond these, topic clusters improve your chances of ranking for target keywords as Google views your website as a topical authority.
To build a topic cluster, list the most important topics around your product.
For example, contests are an important topic for a contest tool, social media management is an important topic for a social media management tool, while conversion rate optimization is an important topic for a landing page tool.
Once you list the most important topics, brainstorm subtopics for each topic.
Another option is to use the Semrush Keyword Magic tool. Enter your broad topic into this tool, and it will spit out relevant subtopics to create blog posts for.
Then, study your competitors.
Visit their blogs to see how they’ve built topic clusters.
Sprout Social is a social media management tool. So, it’s no surprise the company has a topic cluster for social media management.
In this cluster, you’ll find the pillar page and cluster pages on topics like social media calendar, social media marketing strategy, and social media management tools.
These posts attract Sprout Social’s ideal users, which is the first step in converting them.
Beyond topic clusters, Sprout Social is a great example of SaaS content marketing.
Building topic clusters is a long-term strategy to deliver high-quality content across broad topics.
Nailing topic clusters can help build trust with search engines and, most importantly, blog visitors.
Conclusion
Running a SaaS blog without the right strategy is like throwing dollar bills in the fire to heat your room.
But I know you’re not in the game of throwing money in the fire.
That’s why you need to run an outstanding blog.
A blog your ideal customers want to return to again and again.
A blog that makes visitors want to try your product.
This is the blog that will deliver thousands of dollars in monthly recurring revenue (MRR).
If you need a SaaS writer to deliver your ideas to readers or take some blogging loads off your neck, reach out to me with your needs.
Samuel is a freelance SaaS (MarTech) writer. He has written for top SaaS websites like GetResponse, SweepWidget, and Hopper HQ to raise awareness, attract users, and drive monthly recurring revenue (MRR). Get in touch with him to rev up your content engine.