How to Write a SaaS Blog Post That Works
Most SaaS blog posts die the moment they’re published.
Why?
Because they regurgitate what’s already out there.
96.55% of content gets zero traffic from Google. If you aim to be part of the other 3.45%, writing “just another how-to” won’t help.
A great SaaS blog post doesn’t just answer a query. It pulls the reader in, delivers the value they came for, and shares insights they didn’t even know they were looking for. Before you hit publish on another forgettable post, double-check if your content is worth remembering.
If not, here’s help.
Let’s learn how to create blog posts that hook and help readers.
First things first.
“You are what you publish online. The content should be about what the audience cares about, not directly about the product itself. Nobody cares about your product but you.” - David Meerman Scott
1. Who Is This for?
Before you start keyword research, ask yourself, “Who is this for”?
One big mistake we make is jumping straight into keyword research and forgetting why the reader clicked in the first place.
Ask questions:
What’s frustrating them?
What outcome are they looking for?
How can your product/service benefit them?
Be crystal clear on the why. Create the outline around your audience challenges and build from there.
“Too many companies over-index on generic SEO content marketing that ranks for high search volume queries, which is good, but they don’t spend enough time creating niche content pieces that their customers will value.” - Kevin Indig, Growth Advisor ex-Shopify, G2, Atlassian
2. Follow “No 101 Content” Approach
Your audience is not looking for a dictionary; they’re looking for a solution. If your SaaS blog covers the basics, you’ve already lost them.
Create content that teaches something new or challenges the assumptions of your readers. SaaS buyers are busy and want to learn from your experience, not your glossary.
Mailchimp’s blog is a perfect repository of SaaS content that engages readers by providing actionable and experience-driven content rather than basic definitions or generic overviews.
3. Teach Your Readers to Fish
If you are solving your reader’s immediate problem with a quick how-to guide, it may work for a short moment. But what if the same problem appears again or in a different form?
There’s a difference between “giving a fish” and “teaching to fish”.
So, teach your readers to fish. Start with why to help your readers understand why it works. For example, you share a list of CRO tips, such as adding a pop-up or highlighting social proof in your blog. These tips are easy to follow, but explaining how people make decisions on a landing page is more powerful.
When you understand what people click or leave, you stop guessing and start designing pages that convert. This approach solves the problem and teaches readers how to think through it. That’s the value you must offer so that they remember it even after they’ve closed the tab.
4. Create High-Concept Headlines
An average reader spends 52 seconds reading a blog post. This means people skim your content and check if it's worth their time. Therefore, ensure your headlines are short and compelling to attract their attention. They must convey benefit or value immediately and spark interest.
For example:
Headline 1: Build an Effective SaaS Trial
Headline 2: Turn Free Trials into Paying Customers with This Simple 3-Step Funnel
Headline 2 is effective because it outlines the benefits and promises a straightforward, actionable process.
5. Build a Premise
A solid premise will get you 80% of the way there.
We often fall into the trap of mindless content production. However, if you don’t have a strong premise, your content is just noise. A good premise isn’t just nice to have. It’s the difference between content that sticks and content that gets lost in the scroll.
A good premise is something your audience can instantly understand, remember, and get excited about. It's the single big idea that people can latch onto before they’ve even finished reading the first paragraph.
For example,
Small businesses compete to automate their entire workflow using only free SaaS tools.
(Readers curious to know who figured it out and who is guessing).
Why does this work?
Readers just get this premise, i.e. they get what you’re trying to say and are willing to invest their time.
“A solid premise will get people to the door. And if you deliver on that premise and you continuously deliver on multiple premises or the main premise of the overall work that you're trying to do, people will keep coming back.” - Tommy Walker, Founder of The Content Studio
6. BLUF
The above image is an example of BLUF put into practice. BLUF stands for bottom line up front and refers to putting the most important details first.
Make your point in the first paragraph and prove it in the rest of the blog. Instead of building up slowly to your argument in over 500 words and boring readers, hit hard in the intro.
This approach helps your readers know immediately if it’s worth their time and builds credibility. To apply BLUF, try the steps:
Start with a strong statement of your main idea.
Follow immediately with key supporting points or evidence.
Keep your introduction brief and impactful.
Use clear and direct language.
“I always recommend leaning on BLUF first and everything else second. It’s the best possible approach when you’re not entirely sure of the best approach.” - Alex Lindley
7. Write Impactful Conclusions
People remember experiences based on their most intense points. With respect to writing, your conclusion shapes the reader’s impression. Instead of simply recapping the article, use the conclusion to add value and inspire the reader.
Alex Lindley, Managing Editor at Semrush, emphasizes that a conclusion should:
Not repeat what's already been said.
Leave the reader with something that sticks.
Suggest further reading or actions.
For example, if you’ve written a blog about increasing average order value (AOV), paint a bigger picture by talking about getting higher revenue by using strategies such as product bundling and personalized upselling. This informs the readers and motivates them to apply insights they found in your blog post.
If you’ve made it this far, you know what makes a solid SaaS blog. This one’s done its job, so I’ll leave it here.
No fluff. No echoes. Just a clean close, giving you space to think and act.
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