🥸 Easy-to-read content can make a world of difference to your marketing and SEO
It's not because we are not creating enough content that we struggle with getting our audience engaged. Rather, it's more that there is just way too much information (and content) for our potential users to really care to read anything thoroughly.
In a nutshell, to keep your SaaS content engaging:
Use clear structure and formatting
Make your content easy to scan
Write in a conversational tone
Add visuals to spice up your content
Learn and and apply practical tips in this guide to keep your SaaS content engaging for better marketing and SEO results.
So, how do you ensure your content is both informative and enjoyable to read? Follow these four simple tips:
Tip 1
Fact: Walls of text are a surefire way to lose your readers' attention. And this is especially true for SaaS content as our service often involves various features and use cases.
When you have long lines of text, break them up into digestible sections using clear headings and subheadings. Also, don't forget to break lines and use bullet points.
Take this as an example:
❌ Before
✅ After
Writing Engaging Content for SaaS Marketers
Creating engaging content is crucial in today's digital landscape. To make your content easy to read, you should:
Use clear headings and subheadings
Keep paragraphs short and concise
Add bullet points to break up information
Tips
Follow the Inverted Pyramid Style: Start with your main point or conclusion in the heading and then provide supporting details and examples in the subsequent paragraphs. This allows readers to quickly grasp the main idea and decide if they want to read further.
Tip 2
Most people don't read online content word-for-word. They scan it. So make it easy for them to find what they're looking for. How? Bullet points, bolding key phrases, and short sentences.
✅ Essential tools for scannable content
Short paragraphs and sentences
Bold or italic key phrases or words
Bullet points or numbered lists
✅ Use subheadings to summarize key points
Like this one👆.
Tips
Categorize content visually: In this blog post, for instance, light blue boxes are used to highlight tips or add links to related content. This allows readers to quickly identify the types of information in each section, just by scanning the overall layout.
Tip 3
You've probably watched a video where a world-class expert explains a complex concept in a familiar language for the audience. That's the approach we need to take: sound like a friendly expert with demonstrable insights.
✅ Share relevant stories or examples
Instead of lengthy explanations, showcase a real-life example. This could be a customer success story or a case study. Seeing your product in action helps readers grasp its value and connect with how it solves problems they might face.
A few tips for using stories and examples in marketing content:
Provide details and context to make the story feel authentic and relatable.
Highlight the challenges or pain points, and how those were overcome (using your product).
Tie the story back to the main point or concept you're trying to convey.
Tips
Use Contractions and Colloquialisms: Don't be afraid to use contractions (e.g., "you're," "can't," "it's") and common colloquialisms or idioms. These make your writing sound more natural and conversational, like how you would actually speak.
Tip 4
Text alone can get monotonous. Use images, infographics, and even short videos to break up text-heavy sections, making your content more visually appealing. A well-placed infographic can instantly explain a complex concept, while a customer testimonial video adds a human touch and builds trust.
✅ Visuals you can add to SaaS content:
Screenshots & product demo
Infographics and diagrams
Explainer videos and animations
Customer testimonials and social proof
Tips
Use simple text-based images: You don't always need fancy images or videos. Use a simple infographic or step-by-step images to guide your readers, instead of explaining a complicated process with a long paragraph.
Engaging, easy-to-read content not only improves user experience but also boosts conversions and SEO. By following these four tips – using clear structure and formatting, incorporating visuals, writing in a conversational tone, and focusing on scannable content – you'll be well on your way to producing content that truly resonates with your readers.
© Framer Inc. 2023