Hi Friend,

How’s it going? 🌻

While you are reading this, I am enjoying my long-awaited vacation in Pondicherry 😎. I will attach a sneak peek of the same.

But before that, let me introduce my next guest for SaaS Splash Bulletin #SMEEdition: Asif Ali (Follow him on LinkedIn)

Asif, too, is a Bong (I promise this is not planned, or is it? 🤓), a great writer, and has written for top SaaS brands, including Semrush!

But I reached out to him as my SME guest because of his honesty and how he is one of the very few LinkedIn creators who genuinely tries to help the freelance writing community.

Before getting ahead, let’s hear his “story”:

Let’s now get to the questions and answers!

🔖Topics we discussed

• Selecting SaaS as a writing niche
• SaaS writing vs. other types of B2B writing
• B2B SaaS writing mindset
• SaaS writing research + Tools
• Bringing a unique POV to TOFU articles
• How is writing for brands like Semrush different
• Writing tips for budding and mid-level SaaS writers

Question: How did you pick SaaS writing as a niche?

Answer: I work mostly with SaaS clients right now because this category pays well. As we all know, tech is more lucrative for freelancers than, say, healthcare. SaaS brands are willing to pay well.

How did I end up here? I have over 6 years of agency experience, during which time I worked with several SaaS clients.

Especially when I worked at Neil Patel Digital, I had the opportunity to work with some cool brands, which brought me closer to SaaS.

Then I worked at a SaaS company as a content marketing manager. I got a first-hand look at what goes on in SaaS marketing.

Given my track record, focusing on SaaS clients as a full-time freelancer felt like an obvious path. Again, it pays better, and the industry is growing—all the more reasons.

That said, I am not romantically tied to SaaS as a niche. I am fine working with clients from a handful of different industries. For instance, I enjoy working with brands in healthcare and finance.

💡Takeaway for writers and marketers: Before niching down to SaaS or any industry, explore it end to end. This could be by working full-time, as an intern, or at agencies to understand what goes into any SaaS marketing campaign. That’s how you get the whole picture and know where you fit in.

Question: How is SaaS writing different from B2B writing? What kind of mindset shift is required to approach a SaaS article?

Answer: SaaS marketing is more than just about leads and conversions. You have to focus on metrics like AOV, retention (which affects MRR/ARR), churn rate, and more.

Naturally, the weight of these metrics bleeds on the content initiatives as well.

Imagine a SaaS company struggling with low average order value. A simple approach is to look at its content and see who it targets. If its articles (especially the ones that are its biggest acquisition touchpoints) position the product "for startups," we can change it "for companies with 100+ team members" — and voila, this might positively affect AOV. That's the power of content. That's the kind of difference SaaS content can make. These are the kinds of things SaaS writers have to focus on.

Of course, this is a very specific example. But the point is: There are so many critical metrics in SaaS marketing. So, the focus of SaaS writers can (or should) be much more than just organic traffic and lead gen.

So, "How is SaaS writing different from B2B writing?" It's quite nuanced, and even small details in the content matter a lot.

As for the "mindset," the product should be the North Star of everything you say. That's what you should focus on the most. I am not saying the content has to be promotional. But you should always find opportunities to say things that complement or amp your product.

This requires you to understand the product inside-out.

You must also have a very clear understanding of the target audience. SaaS products typically target multiple personas. So, when you're writing, you must understand which persona you're writing for. And mold your content accordingly.

For instance, say you offer an accounting software. How you'd write the article targeting a CEO who doesn't have a deep understanding of accounting would be different from if you're targeting accountants. Your content should accommodate this distinction, which means your style must change. All the while keeping your focus still on the product. The feature (or aspects) you'd push for in the article for the CEOs would be different from the article targeting a CFO.

All these make SaaS writing so much fun and quite an exercise that teaches you more about product marketing, in particular, and business growth, in general.

💡Takeaway for writers and marketers:

• SaaS writing focuses on specific metrics like AOV, retention, MRR/ARR, and churn rate
• Content positioning directly impacts critical SaaS metrics
• The product is the North Star, informing all content decisions. SaaS writers must have a deep understanding of the product and target personas
• SaaS writing blends product marketing and business growth strategies.

Question: How do you approach the research part after you are handed over a content brief?

Answer: I spend quite a lot of time going through the brief. The strategist who created it has a picture in mind in terms of the output they expect, and that picture is tied to the goals their marketing lead/team wants to achieve.

My goal as a writer is to ensure that the final content doesn’t haywire the flow and goes in the exact direction they want.

So, I sit with the brief for some time, understanding the whys and hows—why is that section in that place, or how can I add more value to it if there are evident gaps?

Next, I focus equally on the objectives of the piece and who we’re targeting. Some clients will provide these insights up front along with the brief. In other cases, they won’t, and you’ll have to ask. Especially if you’re charging a premium, it’s worth digging for these details. Because you’re not just getting paid to write but to drive good results — even if you’re not directly reporting on any KPIs.

For instance, say you’re writing an article on “How to do XYZ.” The way you’d start this article (intro) would be so much different if you’re targeting a potential customer vs. when you’re targeting existing customers who want to upgrade their plans and try premium features.

Other than this, I spend a couple of days:

• Looking at the 10 top-ranking results for SEO content
• Looking at industry leader’s PDFs for thought leadership pieces/reports/eBooks
• Looking at top competitors’ landing pages for BoFu content

I curate all the insights in a document, split into specific subheadings as outlined in the brief. I’d enrich these subsections with more information as and when I find it, including from SMEs if I talk to them.

This is also when I define how I will integrate the client’s products or specific features (and where) into the content for ToFu/MoFu assets or what USPs and pain points I’ll integrate and how for BoFu assets.

Once I have a baseline understanding of how the article should look by the end, what I want to cover (or need to cover), and what I should ignore (because you can only talk about so many things), I get to the writing process.

Of course, the nuances vary based on factors like what types of content I am creating, the timelines, and how acquainted I am with the product/industry. For instance, if I have been working with a client for 6 months, I’d feel so much easier than working with a new client or on a product/category that I don’t have firsthand experience in.

In general, I don’t rush to write. Although I can write quickly, I spend more time researching and editing.

💡Takeaway for writers and marketers:

• Analyze the brief thoroughly to understand the strategist's vision, objectives, and target audience
• Identify gaps in the brief and gather additional insights from the client, such as specific goals and KPIs
• Research top-ranking SEO content, industry leaders' resources, and competitor's landing pages for relevant information
• Curate insights into a structured document, enriching each sub-section outlined in the brief with findings from research and SME interactions
• Define how to integrate the client's products, features, USPs, and pain points into the content based on the asset type (ToFu, MoFu, or BoFu)
• Spend more time researching and editing rather than rushing to write, as writing can be done quickly with thorough research
• Adjust the research process based on factors like content type, timelines, and familiarity with the product/industry

Question: What kind of research tools do you use?

Answer: The usual stuff. Semrush, Sparktoro, Google Trends, Statista, Similarweb, Buzzsumo, Reddit, and other similar tools, depending on what I am writing. Nothing different than what most of us use.

Question: How do you bring a unique POV to your articles? Especially in the TOFU topics where some of the best blogs are already ranking for the same topic?

Answer: The challenge is when you’re writing for clients, even with your bylines, there’s little wiggle room to provide specific experiences. You can’t talk about your personal stories, and there are only a few instances where you can share anecdotal experiences.

So, it’s not as much about bringing a “unique POV” as it is about providing value.

I focus on two specific things: Keeping it to the point and keeping it actionable.

I never bought the idea that Google “prefers” long articles. I know it’s rhetorical, but the focus should always be on the usability of the content. How usable is it to the people you’re targeting? So, I keep that in mind, which usually results in crisp, to-the-point articles that respect readers’ time. And even if they’re “long,” they’re stacked with non-repetitive values. (Honestly, I’d rather brands publish short, highly usable articles!)

Similarly, the web is filled with normative theories. The easiest way to beat such articles is to provide actionable insights. Don’t just tell them what to do but also explain how to do it — and you explain it step-by-step.

These two things have done well for the clients I’ve worked with over the past years. I never care about bringing something “unique” to the table. Focus always on aiding audience’s experience, which hinges on them getting what they want. They want direct answers and clarity on the steps they need to take.

💡Takeaway for writers and marketers:

• Focus on usability and respecting readers' time by keeping articles crisp and to the point, regardless of length
• Provide actionable insights by not just telling readers what to do but also explaining how to do it step-by-step
• Prioritize helping the audience experience by directly answering their questions and providing clarity on the steps they need to take

Question: You have written for brands like Semrush, a big inspiration for most writers. What has this experience taught you?

Answer: Two things:

First, it takes a village to achieve ambitious marketing goals. You can’t just have one-two-three person do everything in your content marketing team. Sure, you can “get by.” But it’s not sustainable, and you won’t see half-decent, remarkable results. Onboard experts, build a team, clearly define everyone’s responsibilities, build systems that aid collaboration, and see the magic. Teamwork is everything.

Second, you should work with clients who treat you as their own, give you everything you need to deliver stellar work and compensate you for what you deserve.

Especially in our industry, where there’s no defined standard or benchmark in ETAs and rates, there are a lot of predatory actors. I have first-hand experience with them in the early parts of my experience. But there are also the good ones. You have to look for them, which also means don’t grab the low-hanging fruits. Say no to a fuck load of potential clients to find the right ones. I understand someone who’s just starting might not be in this position to say “no” to clients, but the goal is to get there.

💡Takeaway for writers and marketers:

Teamwork is essential for success

• Achieving ambitious marketing goals requires a team effort
• One or two people cannot sustainably handle everything in a content marketing team
• Remarkable results require collaboration

Build a strong and diverse team

• Onboard experts with various skill sets
• Clearly define everyone's responsibilities
• Establish systems that facilitate collaboration

Choose clients who value your work

• Work with clients who treat you as part of their own team
• Ensure clients provide the necessary resources for success
• Seek fair compensation for your efforts

Be cautious of exploitative clients

• Recognize the lack of standardized rates and timelines in the industry
• Be wary of predatory actors, especially early in your career
• Aim to reach a position where you can decline low-hanging fruit

Focus on finding the right clients

• Say no to projects that don't align with your values or goals
• Concentrate on finding clients who appreciate your work
• Understand that being selective may be challenging when starting, but it's a goal to strive for

Question: How is writing for renowned SaaS brands like Semrush different from writing for Indian SaaS startups? Which skill gaps should writers try to fill to reach there?

Answer: There are a lot of moving pieces. From a marketing lead who defines goals to a strategist who creates briefs based on competitive analysis to many editors who ensure multiple layers of editing and proofreading.

As a writer, when you get to write in such an ecosystem, it’s a delight. There’s expertise available for you at so many touchpoints, so you don’t really have to focus on anything else except for writing.

Of course, when you work with such big brands, they’re extremely careful about accuracy in claims. There’s no room for bland opinions. I had the same experience when I worked at Neil Patel Digital and worked on the content marketing side of two publicly traded companies. The same holds true for a couple of other SaaS clients I am currently working with. So, as a writer, you must be careful about what you’re saying — and how you’re saying it.

For Indian startups, honestly, it’s not as much about what the writers should… It’s more about what these startups and marketing teams should do. There’s no editor, there’s no strategist, there’s no coordinator. A content marketer creates briefs, writes, edits, publishes, distributes, repurposes… It isn’t good. Indian SaaS startups should give their writers a proper ecosystem where they can work well. They should pay them well (which is a different conversation altogether). But I know these are very idealistic views.

💡Takeaway for writers and marketers:

• Ecosystem: Renowned brands have a well-structured ecosystem with experts at various touchpoints, allowing writers to focus solely on writing. Indian startups often lack this support
• Accuracy: Big brands are stringent about accuracy in claims, leaving no room for unsupported opinions. Writers must be careful about what and how they write
• Editorial team: Indian startups often have inadequate editorial teams, with content marketers handling multiple roles. Writers need a proper ecosystem to work effectively
• Editing skills: Writers should spend more time editing their work aggressively. A well-edited piece is crucial for good content.

Question: What writing tips do you have for my readers starting their content writing journey?

• Write more consistently. Between 2017 and 2019, I daily blogged for 500+ straight days on Medium. Looking back, it was one of the most defining exercises for me. Write more to find the flow in your thoughts and the word output. Don’t write for others to read, write for yourself. In public. Hence, in Medium, where people don’t know you, very few people would read what you’re saying. So, there’s no fear of being judged or wanting to be perfect. You’re just writing in “public” to get better.
• Build social cache. Get testimonials from past clients, managers, colleagues, and bosses. Prominently drop the names of the clients you work with. Speak loudly of even your tiny wins. Got a client to rank on SERP top 10? Talk about it. Offered advice to a friend that helped them? Talk about it.
• If you want to improve your writing, there are two things: Read more (and I am not talking about books. Read blog posts, whitepapers, reports). And the copy work is where you find an ideal piece of content you absolutely love and want to emulate. And write word-by-word what’s written there. Copy every word. This is unbelievably effective.
• If you want to work with high-paying clients, you gotta stop going after the low-paying ones. Proactively avoid clients who pay less. Don’t keep yourself busy with them. Increase your price/rate every year.
• Network with other writers. You may think there are so many writers, and the market is saturated. You’d be surprised how companies still struggle to find quality writers. When I worked at the agencies and SaaS org, it was a pain for me. So, network with writers and leverage their reach/help/guidance to climb to that part of the ladder that’s not crowded.
• Don’t be just a writer. Become a marketing generalist. Acquire different marketing skills.
• Niche down. There are two ways. Niche down based on industries (SaaS, healthcare….). Or niche down based on content type (articles, whitepaper, technical docs….)

Top three blogs by Asif that you must read to learn product-led content writing in detail:

• ​https://www.semrush.com/blog/add-business-to-google/
• ​https://www.semrush.com/blog/content-monitoring/
• ​https://www.semrush.com/blog/how-to-optimize-a-remarketing-campaign-that-delivers/

Have more specific questions about content marketing and want personalized assistance?

​1:1 Consultation with Sreyashi (60-minute/30-minute): Book a call to ask your specific questions about SaaS content writing, marketing, and freelancing. I will help you find personalized solutions to your queries and create customized templates for your needs.

​Content Brief Template: Buy my content brief template at pay-as-you-want pricing to gather information from multiple data sources and include it organically in your content. You also get access to my research databases, which are updated monthly.

​Access my Research Database: Since many of you liked the research database the most about my content brief template, I have made it an independent product at a very nominal price. It's updated every month.

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Onwards and upwards,

Sreyashi