How To Write B2B SaaS Technical Content For Maximum Impact
B2B SaaS companies have begun to develop a strong social media presence and adopt effective content marketing strategies to build credibility and generate leads.
They are always on the lookout for content that resonates with their audience.
But do they pay enough attention to the technical documentation of their products?
Let us see what is at stake here:
“A company’s sales and marketing process, customer support teams, communication teams, and even technical teams all depend on authentic information to be successful.”
Therefore, it is essential to document, edit, update, host, distribute and control product and technical information. Without access to accurate information, none of those activities can succeed.
In this guide, we will discuss how technical writers can help create a repository of information, and how B2B SaaS companies can leverage it to address business challenges. There are 3 sections:
In an ideal world, technical documentation would be:
Now, let us do a reality check:
While the B2B SaaS industry continues to see rapid growth, many SaaS companies face challenges to remain competitive, with product differentiation and usability being two of the most significant differentiators between products.
B2B SaaS companies can differentiate themselves by providing the users with detailed, accurate, up-to-date, and methodical technical documentation.
“Technical documentation is an underappreciated, yet extremely important, component of a B2B SaaS product.”
Unfortunately, many B2B SaaS companies do not place a great deal of importance on creating and updating their technical documentation.
However, this is a big mistake. Good documentation not only helps with product development but also with sales, marketing, and customer support.
Here is an example of API documentation from GitHub:
Let us accept it, writing evokes strong emotions―both positive and negative. People love it or hate it. It is a specialized job, and technical writing is more so. The following quote neatly sums up the job description of a technical writer.
“As a technical communicator, I am an enabler of Information.”
― Suyog Ketkar, The Write Stride
In any organization, you get two kinds of people:
The first group is made of tech people who create the software but are none too happy about writing on or about it.
The second group is enthusiastic about writing but cannot communicate their ideas clearly or lack technical knowledge.
Let us examine what technical writers bring to the table next:
In this section, we will look at how to repurpose the core documentation into user-friendly content to help with the various activities of a B2B SaaS company.
Content Beta specializes in SaaS videos. We know that documentation plays an important role in gathering accurate technical information required to write the script for the videos.
We will also examine various types of videos we have created for some of the world’s top SaaS companies.
One of the main challenges that many saas companies face is the need to keep up with rapidly-changing technology.
With so many new products and services emerging on a daily basis, it can be difficult for companies to stay ahead of the curve.
Technical writers can play an important role in helping saas companies overcome this challenge by providing them with comprehensive documentation on all of the latest technologies.
This way, companies will never have to worry about being lost in the shuffle when it comes to technological advances.
“Technical documentation in PDF format, white papers, and even blogs can be converted into a video.”
Here is an example video:
Customer experience is one of the most important aspects of running a successful business.
Ensuring that your customers have an enjoyable and positive experience when interacting with your company is crucial to keep them coming back, and can even lead to increased sales.
As a business owner, you know that maintaining a high customer satisfaction rating is essential for success. But what do you do to make sure your customers are always happy?
One way to achieve this is through the use of technical writers.
A technical writer can help create clear and concise documentation, which can make it easier for people who are unfamiliar with your products or services to understand them.
This can not only help improve customer understanding of your product but also save time and money in the long run.
“An explainer video can help elevate routine customer service to the level of a pleasant customer experience.”
Here is an example video:
Technical writers are responsible for creating content that helps users understand and use products or services. By providing context, they can help customers form an opinion of your product or service, which will in turn improve satisfaction levels.
Additionally, by writing in an engaging and informative manner, technical writers can help customers learn new information quickly and efficiently.
This results in increased loyalty among customers, who may then advocate for your company when speaking to others about their experiences.
Many businesses find that using technical writers can be an essential part of improving the product experience for their customers.
Technical writers can help:
“A video course based on technical documentation helps users gain mastery over a software product as well as earn certification.”
Here is an example video course created for Kissflow:
Many B2B SaaS businesses think that only the sales team can improve the sales experience. Hiring a technical writer, however, is essential for setting up the foundation.
Technical writers create documents that explain how technology works. A clear explanation of the technology behind a product and how it works can convince the customers and prospects to buy the product or even recommend it to others.
A technical writer can be especially helpful when there are new updates or changes to the software. The way the changes or enhancements is communicated to the customers can make a big difference to sales.
They can also help you create compelling case studies and testimonials that will convince potential buyers to invest in your product. In addition to these tangible benefits, having a team of technical writers can also boost morale within the sales team.
Technical writers help create an environment where sales representatives feel confident about their work by providing quality content that is easy for customers to understand.
“A product marketing video makes a sales team’s job easier by highlighting the product features and benefits.”
Here is an example video:
Writing clear and concise documentation can be critical in ensuring that customers have the necessary understanding to solve problems or utilize features effectively.
By tapping into the skills and expertise of technical writers, SaaS companies can ensure that their customers receive the best possible service.
Technical writers can help companies understand their customers’ needs and deliver on those needs clearly and concisely. This can help to build trust and loyalty with customers.
In addition, technical writers can provide guidance on how to improve customer support through better communication and understanding.
“A customer onboarding video makes customers feel valued.”
Here is an example video:
In today’s business world, it is more important than ever for companies to be able to quickly and easily communicate with their customers.
Technical writers can help ensure that the communication between a company and its customers is done in a clear, concise, and effective manner.
A skilled technical writer can help improve your marketing experience by providing context and clarity around your products and services.
Technical writers are responsible for creating clear and user-friendly content, whether that’s white papers, blog posts, or even website content.
This type of writing is essential when it comes to engaging with potential customers and helping them understand the features and benefits of your product.
Additionally, technical writers can help:
“A product demo video is a perfect tool for marketers to present product features.”
Here is an example video:
If you are planning to create a team of technical writers, here is what you need to know about their role and what you can expect to accomplish.
SaaS companies have to work harder than ever to get a foothold in the market. The key to getting ahead is customer retention.
Every piece of writing cannot be construed as communication. This is where technical writers come in.
Technical writers write to communicate complex technical information―simply, clearly, and effectively.
They create documentation and tutorials that are essential to the success of the company’s operations.
To put it in a nutshell, technical writers are expected to help SaaS companies improve the overall customer experience.
Technical writers are tasked with providing content for software and websites that is accurate and helpful to their audience.
They are expected to gain a deep understanding of the technology and software they are working on.
A B2B SaaS technical writer creates, edits, and manages technical content including:
To work for B2B SaaS companies, technical writers should be able to:
Technical writing is a broad field that often requires technical writers to have knowledge in many different areas, from web design to database management.
Here is what Amazon expects from technical writers :
Before we wrap up, let us recap how technical writers can help SaaS companies.
Technical documentation can help:
To sum it up, technical writers help create a single source of truth (SSOT) that benefits the activities of various departments of an organization.
Technical writers provide quality documentation to help companies produce videos and other marketing content. Customers appreciate being given accurate information to decide if the products and services of the company are right for their business.
It is always a challenging task for SaaS companies to create a newer version of a software because of high chances of introducing bugs.
This happens if the software has not been documented. Technical writers ensure that every iteration of the software has been well documented.
Often there is a disconnect between technical and non-technical teams of a SaaS company which affects the flow of communication within the organization. Technical writers act as a bridge between the two so that teams do not operate in silos.
