The result? Content that converts about as well as a fax machine sales pitch.
Here's the brutal truth:
According to Content Marketing Institute research, 91% of B2B companies use content marketing, but only 37% have a documented content strategy.
They end up with writers who can string sentences together but can't explain why your customer acquisition cost matters more than your page views.
The difference between SaaS companies that scale through content and those that waste marketing budget isn't just the quality of writing—it's hiring specialized talent who understands your industry, your buyers, and your business model.
If you're tired of content that generates traffic but zero pipeline, this guide will show you exactly how to identify, evaluate, and hire the specialized SaaS content writer who can actually move your growth metrics.
Why Generic Writers Kill SaaS Growth
Your content marketing isn't failing because you lack writers. It's failing because you're hiring the wrong type of writers for your industry.
Most SaaS companies make the expensive mistake of treating content writing like a commodity. They post jobs for "content writers" and end up with generalists who've never heard of product-led growth, don't understand subscription metrics, and think a conversion funnel is something you use in the garage.
The Hidden Cost of Generic Content
Gartner research finds that when B2B buyers are considering a purchase, they spend only 17% of that time meeting with potential vendors. When buyers are comparing multiple suppliers, the amount of time spent with any one sales rep may be only 5%.
What generic writers cost you:
- Pipeline Quality: Generic content attracts generic leads who aren't qualified for your solution
- Sales Cycle Length: Content that doesn't address real objections extends your sales process
- Brand Authority: Generic messaging positions you as a commodity, not a category leader
- Team Efficiency: Your sales team wastes time explaining basics that content should cover
- Customer Acquisition Cost: Poor content targeting increases your CAC while decreasing conversion rates
How generic content writers impact SaaS business metrics including pipeline quality, sales cycle length, and customer acquisition costs
Read more: Are you Building a Content Library or Content Landfill?
Why SaaS Content Is Different
SaaS isn't just another industry—it's a fundamentally different business model that requires specialized content approach.
- Subscription vs. One-Time Purchase: Your content must sell the ongoing value, not just the initial decision
- Multiple Stakeholders: B2B SaaS purchases involve technical buyers, economic buyers, and end users
- Longer Sales Cycles: Content must nurture prospects through extended evaluation periods
- Technical Complexity: Writers must translate complex features into business benefits
- Continuous Evolution: SaaS products change rapidly, requiring content that stays current
The specialized SaaS content writer understands these dynamics and creates content that actually supports your go-to-market strategy.
Papers & Pens offers strategy services and content-as-a-service that can help you conduct deep market research and develop tactical content frameworks to achieve high rankings in the digital market.
Interested in PNP Service?
What Makes a SaaS Content Writer Different
Not all content writers are created equal. The difference between a generic business writer and a specialized SaaS content writer is the difference between someone who can describe your product features and someone who can position your solution as the obvious choice for qualified prospects.
Decision-makers typically consume between 3-13 pieces of content before engaging with a sales representative - According to Inbox Insights
The Strategic SaaS Content Mindset
Real SaaS content writers think like growth marketers, not just writers. They understand that every piece of content must serve your revenue goals, not just your content calendar.
They approach each project by asking:
Business Impact Questions:
- How does this content move prospects through our sales funnel?
- What objections does this piece need to address?
- How does this support our positioning against competitors?
- What specific buyer persona is this targeting?
Rather than generic questions like:
- What topic should I write about?
- How many words do you want?
- When is this due?
Technical Fluency That Matters
Specialized SaaS writers don't need to code, but they need to understand your product well enough to explain complex technical concepts to non-technical buyers.
They should understand:
- SaaS Business Metrics: ARR, MRR, CAC, LTV, churn rate, and how content impacts these numbers
- Technical Concepts: APIs, integrations, scalability, security frameworks relevant to your vertical
- Buyer Psychology: How technical and business stakeholders evaluate and purchase SaaS solutions
- Competitive Landscape: How your solution differs from alternatives and how to position advantages
- Industry Regulations: Compliance requirements that impact your target customers (GDPR, HIPAA, SOX)
Four key knowledge areas for specialized SaaS content writers: business metrics, technical concepts, buyer psychology, and competitive landscape
Content Types That Actually Drive Revenue
Generic writers create blog posts. Specialized SaaS writers create revenue-generating assets across your entire customer lifecycle.
Top-of-Funnel Content
- Industry trend analysis that positions your solution
- Educational content that attracts your ideal customer profile
- Thought leadership that builds category authority
Middle-of-Funnel Content
- Detailed comparison guides and battlecards
- Case studies that address specific use cases
- Technical documentation that supports evaluation
Bottom-of-Funnel Content
- ROI calculators and business case templates
- Implementation guides and onboarding resources
- Customer success stories with quantified outcomes
Read more: Creating Compelling Top of Funnel Content for SaaS: A Step-by-Step Guide
Industry-Specific Expertise
The best SaaS content writers specialize in specific verticals because each industry has unique challenges, regulations, and buyer behaviors.
A writer specializing in FinTech SaaS understands:
- Financial services regulations and compliance requirements
- How financial buyers evaluate risk and security
- Integration challenges with existing financial systems
A writer specializing in HR Tech SaaS understands:
- Employment law and HR compliance issues
- How HR professionals evaluate and implement new tools
- Integration with existing HRIS and payroll systems
Generic business writers miss these nuances, creating content that sounds professional but lacks the credibility that drives conversions.
Identifying True SaaS Content Expertise
Anyone can claim to be a "SaaS content writer" on their LinkedIn profile. The challenge is identifying genuine expertise versus writers who've simply added "SaaS" to their service description.
Portfolio Red Flags vs. Green Flags
Your first evaluation step is portfolio analysis. A writer's past work reveals whether they understand SaaS business models or just generic business writing with tech terminology sprinkled in.
🚩 Red Flags in Portfolio:
- Generic business topics ("5 Ways to Improve Your Business") without SaaS-specific insights
- Feature-focused content that lists what software does without explaining business impact
- No measurable outcomes or results from previous content projects
- Surface-level industry knowledge that could apply to any business type
- Missing technical understanding evident in oversimplified or incorrect explanations
✅ Green Flags in Portfolio:
- Industry-specific case studies with quantified business outcomes
- Technical concepts explained clearly for business audiences
- Competitive positioning that demonstrates market understanding
- Multi-stakeholder content addressing different buyer personas
- Revenue metrics and attribution showing business impact
The Four-Pillar Assessment Model
Pillar 1: Strategic Thinking Assessment
Test their ability to think strategically about content's role in your business growth.
Sample Evaluation Exercise:"Review our current content and identify three ways content could better support our Q4 growth goals."
What excellent candidates deliver:
- Specific recommendations tied to business objectives
- Understanding of how content connects to revenue goals
- Insights about competitive positioning opportunities
- Awareness of different stakeholder needs in your buying process
What mediocre candidates deliver:
- Generic suggestions about "more blog posts"
- Focus on content volume rather than strategic impact
- Recommendations that could apply to any company
- Limited understanding of your specific market dynamics
Pillar 2: Technical Communication Skills
Assess their ability to make complex topics accessible to business audiences.
Sample Evaluation Exercise:
"Explain how [your key product feature] would benefit a non-technical decision maker."
Strong responses demonstrate:
- Clear translation of technical concepts to business value
- Understanding of decision-maker priorities and concerns
- Ability to address both "what" and "why" questions
- Recognition of different stakeholder perspectives
Four-pillar assessment model for evaluating SaaS content writers showing strategic thinking, technical communication, industry knowledge, and results orientation
Pillar 3: Industry Knowledge Depth
Evaluate their understanding of your specific market and competitive landscape.
Sample Questions:
- "What are the biggest challenges facing [your industry] in 2025?"
- "How do you see [relevant regulation/trend] affecting our market?"
- "What questions do you think our prospects ask most during evaluation?"
Industry experts provide:
- Specific, current insights about market dynamics
- Understanding of regulatory or compliance issues
- Knowledge of competitive alternatives and positioning
- Awareness of industry-specific buyer behavior patterns
Pillar 4: Results Orientation
Determine their focus on measurable business outcomes rather than content metrics.
Key Questions:
- "How do you measure the success of content projects?"
- "Tell me about a time your content directly influenced a business outcome."
- "How do you ensure content supports sales team objectives?"
Results-focused writers discuss:
- Pipeline generation and influence metrics
- Collaboration with sales teams on messaging
- Attribution and ROI measurement approaches
- Specific examples of content driving business results
Interview Questions That Reveal Real Expertise
The right interview questions separate genuine SaaS content specialists from generalists with good marketing copy. Use these strategic questions to evaluate candidates' actual expertise and strategic thinking ability.
Strategic Thinking Questions
"Walk me through how you'd approach content strategy for a SaaS company entering a new market."
What you're evaluating: Strategic planning ability and understanding of market entry challenges
Strong answers include:
- Competitive landscape analysis and positioning research
- Buyer persona development specific to the new market
- Content audit of successful competitors in that space
- Phased content approach tied to business objectives
Weak answers show:
- Generic content calendar planning without market research
- Focus on content volume rather than strategic positioning
- No mention of competitive differentiation or market dynamics
"How would you measure the success of a content program for our company?"
What this reveals: Understanding of business metrics and content attribution
Excellent responses cover:
- Pipeline generation and influence metrics
- Sales team feedback and content utilization
- Lead quality and conversion rate improvements
- Brand awareness and thought leadership indicators
Red flag responses:
- Focus solely on traffic and engagement metrics
- No mention of revenue or pipeline impact
- Inability to connect content metrics to business outcomes
Technical Communication Assessment
"Explain [your key product feature] to someone who's never used SaaS software before."
What you're testing: Ability to simplify complex concepts without losing important details
Quality indicators:
- Uses analogies and examples relevant to the target audience
- Explains both functionality and business benefit
- Addresses potential concerns or objections
- Maintains technical accuracy while being accessible
"How would you handle writing about a highly technical topic you're unfamiliar with?"
What this reveals: Research methodology and learning approach
Strong methodologies include:
- Structured interviews with technical team members
- Competitive research and industry analysis
- Hands-on product testing when possible
- Collaboration with subject matter experts throughout the writing process
Industry-Specific Knowledge Questions
"What are the biggest content marketing challenges facing [your industry] right now?"
What you're assessing: Current industry awareness and strategic thinking
Knowledgeable responses demonstrate:
- Understanding of regulatory changes affecting content
- Awareness of competitive dynamics and market consolidation
- Recognition of evolving buyer behavior patterns
- Insights about emerging technologies or trends
"How do you stay current with developments in the SaaS industry?"
What this reveals: Commitment to ongoing learning and industry engagement
Good answers include:
- Specific publications, podcasts, or industry resources they follow
- Participation in industry events or professional communities
- Relationships with industry professionals and thought leaders
- Systematic approach to monitoring market changes
Collaboration and Process Questions
"Describe how you'd work with our sales team to create more effective content."
What you're evaluating: Understanding of sales and marketing alignment
Collaborative approaches include:
- Regular feedback sessions about content performance
- Collaboration on objection handling and competitive positioning
- Creation of sales enablement materials based on field feedback
- Joint analysis of content impact on sales conversations
"Tell me about a time when a client disagreed with your content strategy recommendation. How did you handle it?"
What this assesses: Communication skills and professional maturity
Strong responses show:
- Ability to explain strategic reasoning clearly
- Willingness to listen and incorporate feedback
- Professional handling of disagreements
- Focus on business outcomes rather than personal preferences
Scenario-Based Questions
"Our sales team says prospects consistently ask about [specific concern]. How would you address this through content?"
What you're testing: Practical application of content strategy to real business challenges
Strategic responses include:
- Multi-format content approach (blog posts, case studies, comparison guides)
- Addressing the concern at different stages of the buyer journey
- Proactive positioning to prevent the objection from arising
- Measurement plan to assess content effectiveness
"A competitor just launched a major product update that targets our key differentiator. How would you adjust our content strategy?"
What this reveals: Competitive thinking and strategic agility
Sophisticated answers demonstrate:
- Quick market analysis and competitive intelligence gathering
- Strategic repositioning without appearing reactive
- Emphasis on unique advantages that remain defensible
- Long-term brand building rather than short-term defensive tactics
Portfolio Deep-Dive Questions
"Walk me through the strategy behind [specific portfolio piece]. What business problem was it solving?"
What you're evaluating: Strategic thinking behind their previous work
Look for evidence of:
- Clear connection between content and business objectives
- Understanding of target audience and buyer journey stage
- Measurement and optimization based on performance data
- Collaboration with other teams or stakeholders
Ready to streamline your evaluation process?
Creating Compelling Top of Funnel Content for SaaS: A Step-by-Step Guide
How to Write SaaS Content That Captivates Your Audience in 5 Steps
The Ultimate Checklist for B2B SaaS Content Writing Success
Communication and Feedback Systems
Effective collaboration requires structured communication that leverages their expertise while ensuring alignment with your objectives.
Regular Strategic Check-ins
- Weekly Tactical Reviews: Content progress, immediate feedback, and short-term priorities
- Monthly Strategic Reviews: Performance analysis, strategy adjustments, and pipeline impact assessment
- Quarterly Business Reviews: ROI evaluation, relationship assessment, and strategic planning for upcoming quarter
Feedback Framework That Improves Results
- Strategic Feedback: Focus on business objectives and audience alignment rather than personal preferences
- Constructive Collaboration: Involve writers in strategic discussions rather than just providing execution instructions
- Performance-Based Iteration: Use data and results to guide content strategy evolution
Setting Up Success Metrics
Specialized SaaS writers should be measured on business impact, not just content production. Establish metrics that align their incentives with your growth objectives.
Primary Success Metrics
- Pipeline Generation: Content-attributed leads and opportunities
- Content Performance: Engagement, sharing, and conversion rates
- Sales Enablement: Usage and effectiveness of content by sales team
- Brand Authority: Industry recognition, thought leadership metrics, and competitive positioning
Secondary Success Metrics
- Efficiency Gains: Reduced revision cycles and faster content production
- Strategic Contribution: Ideas and insights that improve broader marketing strategy
- Team Collaboration: Effectiveness of cross-functional collaboration and stakeholder satisfaction
Your Next Steps to Hiring Success
The difference between SaaS companies that scale through content and those that waste marketing budget comes down to one critical decision: hiring specialized talent who understands your business model, your market, and your growth objectives.
Before you start your search:
✅ Define your specific content needs - What business objectives must content support?
✅ Identify your ideal writer profile - Which industry expertise and technical knowledge matter most?
✅ Establish success metrics - How will you measure ROI and business impact?
✅ Prepare evaluation materials - Gather competitive content, buyer personas, and business context
✅ Structure the relationship for success - Plan onboarding, communication, and collaboration processes
The best SaaS content writers are rarely actively looking for work - they're typically engaged with existing clients or have full pipelines through referrals.
Where to find them:
- Industry communities and events where they demonstrate expertise
- Referrals from other SaaS companies in your network or complementary markets
- Thought leadership platforms where they publish industry insights
- Specialized agencies that focus specifically on SaaS content marketing
- Professional networks of marketing professionals who understand your challenges
Next Steps?
The SaaS companies winning with content marketing aren't just spending more on content - they're investing in specialized expertise that understands their industry, their buyers, and their business model.
Your content marketing results will only be as good as the strategic expertise you invest in.
Explore PNP Services Rates
Ready to find your specialized SaaS content writer? Schedule a consultation to develop your hiring strategy and connect with pre-vetted SaaS content specialists who understand your industry.
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