Let’s face it, you don’t have enough time, and you are probably not living in the movie “In Time” with Justin Timberlake, so you have to work with the hours you have.
That means time management and optimization.
Whether you are running a business or a smaller marketing team, you can’t afford to check every little detail in your content strategy.
In smaller marketing teams where the editor is a luxury, writers have to edit their content, and the only level of inspection above them is you, who is usually too busy to sit down and read.
My goal with this blog post is to teach you how to spot bad saas content writing in 30 seconds or less. You will learn which red flags make your content unpublishable and that spotting them is easy and fast.
Let’s get into the nitty-gritty of spotting red flags in b2b saas content writing.
Oh, and this can be applied to almost any niche or industry your business is in.
If the Content Looks Like a Brick Wall, Don’t Bother Reading It
Have you ever seen saas content writing with never-ending paragraphs that make you recoil in surprise? If that is the content you receive from your writer, send it back right away.
Readability is a crucial part of effective website content writing.
Smaller paragraphs, at most three lines long, simple sentences, and little to no academic lingo.
The white space is your friend, don’t try to cover all of it.
Lousy Grammar Speaks Laziness and a Lack of Dedication
Today, writers, marketers, editors, and almost anyone uploading content online, can use software to check for grammatical errors. Apps like Grammarly, Writer, and just random online tools, can provide more than a basic spell check for free!
Now imagine your ideal customer finding your website in the sea of choices and distractions only to notice you have grammar or syntax errors on your home page.
Your customer will think you are lazy because everyone knows about grammar tools, and how easy it is to check for errors.
It takes less than 30 seconds to pull a piece of writing through Grammarly. If your writer delivered you a piece of content with grammatical errors, that means they were too sluggish or didn’t care, to check.
A Blog Post Without a CTA is Like a High-School Essay Without a Conclusion
In a post about the most effective calls to action, Hubspot says:
“At the end of your blog post, it is important to have a CTA leading your readers to take an action after they finish reading your blog post.”
Two things are important about CTAs for your blog:
- It is easy to spot if your writer didn’t include it.
- What is your ideal customer going to do without it?
Call to action is a crucial aspect of saas content writing. You put all this time and effort into creating a post for your ideal customer, solving their problem, inciting trust, and creating a relationship, only to not tell them what to do after reading.
Saas Content Writing Requires Audience Research
The whole point of saas content writing is to connect with your audience. You want to present your product by explaining how it solves their problems.
Marketers spend a great deal of time researching and creating the ideal customer profile, but that doesn’t absolve the writer from audience research.
Content writers, regardless of the industry, have to put themselves in the shoes of their readers. Your content is what attracts them, solves their problems, and creates a tangible relationship with your audience.
Without research, there can be no understanding and empathy for their issues, and you cannot have effective content.
Luckily, spotting the lack of research is easy. You can do it in less than 30 seconds
Start reading a post, and if it doesn’t read to your ICP, stop.
Subheadings That Lead Nowhere or Everywhere
Subheadings in saas content writing serve two purposes:
- Introducing the reader to the next section, keeping their attention, and helping them transition to the next idea.
- They are a must for search engine optimization.
Not every subheading needs a keyword, and giving your writers a level of freedom to write witty, maybe even funny, subheadings can have amazing results.
But there are limits to what subheadings should look like. Especially in a business setting.
So, if your subheadings look like something you would read in a fitness magazine, just send the content back and ask for a rewrite.
Hire a Writer Who Understands Saas Content Writing.
In a saturated field such as b2b Saas, you cannot afford mediocre content.
But if you invest in higher quality blog content from the start, you will notice incredible results later down the road.
Your content strategy cannot afford bad content, and neither does your time management.
Contact me if you agree and want to work with me.