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  • Writer's pictureGrant Ongstad

4 Types of Blog Posts You Should Be Writing [2023 SaaS Content Strategy]

Updated: Feb 15, 2023


Written content is still the lifeblood of SaaS marketing. 

  • less expensive

  • better at attracting organic traffic

  • more engaging than traditional paid advertising. 


The first time you interact with a SaaS brand is usually by reading a blog post.


Blogging works. That’s why 82% of marketers are investing in content


But here’s the thing - 


Just because you write a few blog posts doesn’t mean you’ll start raking in traffic.


They have to be impactful, and they have to make people want to read.


So If you’re just starting, or looking for some great SaaS content ideas, here are four essential types of blog posts you need to be writing.


1. Case Study


Purpose: Build Trust, Establish Credibility




What is a Case Study?


A case study showcases how you’ve helped a customer. It’s a real-life, detailed exploration of a problem someone is facing, the approach taken to solve the problem, and the result. It’s a super valuable piece of content because it proves that your SaaS solution, service, or offering has what it takes to help someone. Hopefully them!


Why Case Studies work


Case Studies work the same way testimonials and reviews do. They serve as social proof behind the claims your product or service makes. They also demonstrate that others have trusted you and that you have the competency and skill sets required to get the job done. 


Ultimately, a Case Study is a story - everyone loves a good story. When someone reads a case study, they want to find themselves in it. The more the problem the subject of your Case Study resonate with the reader, the more impactful it will be.


Elements of a Case Study


Four core elements should make up every Case Study. If yours is deficient in any of these elements, you’ll lose your reader. 

  1. The Hero. Who has the problem? The Case Study should provide an overview of who the subject is and what their motivations are. To be clear - you are not the hero; the customer is. 

  2. The Problem. A clear and specific problem is identified early in the Case Study. This should be the real problem that the subject faces. The problem should be precise but speak to a broader business objective.

  3. The Journey. The methods, tactics, approach, and products used to address the problem. The journey doesn’t just showcase how your product solved the problem. Instead, it should demonstrate how you helped the subject address the problem.

  4. The Resolution. What happens at the end? What was accomplished? The resolution is the pay-off. It should demonstrate how much better things are now.


What to avoid when writing a Case Study


  • Taking up space talking about yourself. The Case Study isn’t the time for your value proposition. Nor is it your biography. It should have very little to do about you. The story should focus on your customer.


  • Speaking on behalf of the customer. Remember to give your customer the spotlight. Try to include direct quotes from them. 


  • Getting too specific or too general. If the problem is too narrowly defined, such as a detailed and specific technical, it may not resonate with other people. Likewise, if the information is too general, ie. ‘they wanted to save money’ - it won’t ring with truth. The case study should sound like it was written by someone with intimate knowledge of the problem and solution.


  • Using irrelevant metrics. What metrics are used to define success? They shouldn’t be subjective or vague. '50% Increase in ROI' is not as good as '$150,000 more renewal revenue YoY'


Examples of good Case Studies





2. 'Alternatives to x' Posts

Purpose: SEO, Engagement, introduces your product.





What it is an 'alternatives to x' post?


An 'alternatives to x' post is a comparison between multiple products. 5 alternatives to coffee, or the 7 alternatives to the swifer wet jet. The goal is to be a helpful and (relatively) objective guide in helping the reader make a decision. 


Wait…. How does this help me?


You make YOUR product stand out a little more. Try to sound objective, but provide more detail and images with your product. Remember, there is nothing wrong with admitting your bias.


Why 'alternatives to x' posts works


Alternative posts work because they help answer genuine questions people have. Many people consult blogs before making a decision , think about the last time you bought a relatively expensive item.


And because it helps answer a popular question, they’re typically high value SEO keywords. 


Elements of an 'alternatives to x' post

  1. A concise intro that assures the reader they've come to the right place to learn alternatives.

  2. Establish credibility. Why does your list of alternatives matter? Why should someone listen to your opinion?

  3. Objective voice. Be objective and authoritative.

What to avoid when writing an 'alternatives to x' post

  • Being too general. They’ve read the website. This might require reading more reviews or signing up for a free trial of the product yourself 


  • Being too objective. I should know who wrote the post, you don’t want to just give a giant unbiased list of all your competitors!


  • Too many options. Limit your alternatives to a reasonable size. Your reader should be able to easily navigate 


Examples of 'alternatives to x' posts





3. Data Driven Posts

Purpose: Build Backlinks and social shares, establishes credibility.



What is a Data Driven Blog?


These are posts that provide purely objective, statistical data that people love to quote. Think ‘10 top SEO content Marketing Trends’ or ‘Most popular SaaS tools by spend in 2023.’


Why Data Driven posts work


These articles are highly searched and shareable. If it’s relevant to someone’s industry, it could spread like wildfire and accumulate tons of backlinks. This is a strategy of the SEO great Brian Dean, who outlines this approach more in this blog post.


Elements of a Data Driven post

  1. A specific trend or analysis that resonates with your target audience. For example, If your company is a test automation platform, do a piece on app adoption rates for 2023.

  2. Images. Include charts, graphs, and trend lines to draw your reader in.

  3. Cold, hard, facts. Make these posts reliable and easily sourced


What to avoid when writing a Data Driven blog post


Try to avoid being too general. You want to focus on an area that’s not as saturated. For example, mobile phone usage would probably not be as successful as mobile gaming app trends of teenagers in 2022 would. 


Examples of a data driven post





4. How-To Posts

Purpose: Engagement, Build Trust, SEO



What is a How-to post?


Everyone reads how-to’s. They are as straightforward as they get. You have a problem, you Google it. 


Why how-to blog posts work


How-to's work because they directly solve a problem. On top of that, it’s usually an urgent problem. 'How to fix a leaky faucet', 'how to jump start a car', 'how to connect with my daughter'. How-to's can solve physical, emotional, or philosophical problems. There are entire websites dedicated to how-to's and they generate massive traffic.


Elements of a how-to post

  1. Empathy. Relate to the reader by expressing that you understand their problem. You can try telling a story about yourself dealing with the same problem.

  2. Credibility. Why should we take advice from you? Explain briefly what qualifies you to help them.

  3. Clear and concise. Try to solve the problem directly. This isn't the time for fluff.

What to avoid when writing a how-to post

  • Avoid being too general. The more general the problem, the bigger the competition and the less discerning.


  • Avoid writing a user-guide. How-tos aren’t about how to use your product, it’s about solving the customers problem.


Examples of a how-to post




Conclusion


Don’t over complicate your content strategy.


If you focus your SaaS content strategy on delivering the four types of posts discussed in this guide, you’ll do well. Want someone else to write content for you? That is what I’m here for. 


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