With IaaS, PaaS or SaaS copywriting, creating content can seem like a constant battle between over-delivering dense tech jargon and crafting elegant, readable content. Keeping users on the page is half the battle. However, taking dense and confusing topics and creating fun, entertaining content is not alchemy.
Today, we’ll explore how you can craft amazing copy without adding hours to your current workflow. Read on to discover some top tips and strategies for producing content in SaaS, PaaS, other tech topics or really any other industry.
Part of engaging with the tech space is becoming familiar with the terminology. While it can seem excessive at times, understanding the difference between PaaS, SaaS and IaaS can help you flex your writing skills efficiently.
Because these products are different, expressing that in your copy is essential to grab a prospective customer’s attention. So what’s the difference anyway?
Put quite simply: IaaS, PaaS and SaaS are all service models for cloud computing. The acronyms are as follows:
Imagine, instead of cloud software, we’re dealing with pizza. Pizza as a Service, if you will. Of course, you could make it at home from scratch, but you’ve got other convenient options.
First, we’ve got our IaaS option. This would be like a take-and-bake situation. The restaurant provides the pizza itself, but none of the infrastructure you need to prepare the pie or eat. That’s what you provide.
For even more convenience, you could go for delivery. In this scenario, all you need is the limited hardware to eat the pizza, like a dining room table and maybe some plates. This would be our PaaS option. Lastly, we’ve got SaaS, which, for our pizza example, would be going to the restaurant itself, where all your pizza needs are met, and all you need to do is pay.
You can imagine that without knowing the ins and outs of these cloud models, you could easily make mistakes in your content. For SaaS copywriting, you wouldn't need to explain what prerequisites a user will need to access the product as that’s what the SaaS company will manage.
Conversely, you wouldn't want to elaborate on the amazing convenience of your software without explaining what a user will need to interact with the product in the first place.
Each category also has its own audience too.
SaaS can appeal to a broader demographic. It’s not just tech-savvy developers. Some notable SaaS products include BigCommerce, Dropbox and MailChimp. PaaS and IaaS tend to lean on those more experienced with computer science topics. Knowing your product means interweaving your copy with the needs of your audience and the capabilities of the service or software.
If you’re doing any sort of tech writing, including PaaS, IaaS and SaaS copywriting, you’re doing tons of research. You can quickly get wrapped up in all the background technology and forget the purpose of your content. Sure, you want to educate your audience, but you don’t want to bore, confuse or alienate them.
Even if your company deals with some intense technology, the goal of your content and copy should be to reach your audience without wasting their time. When you can, keep it short, simple and avoid the kind of language you need to Google to understand.
It can feel counterintuitive to simplify your writing in a dense tech space. Moreover, it's a bad habit to mistake long, drawn-out, complicated sentences with effective writing. If your goal is to say, “Hey! I know what I’m talking about,” then this might seem like the winning strategy. But that's not all we’re trying to accomplish.
While establishing domain authority is consequential, we’re not writing academic research papers here. If you’re beating your reader down with hard-to-read blocks of texts, you’re not effective with your writing.
SaaS copywriting and the like are more about expressing and showing the value of your product in relation to a user’s problem. If you can do this in a conversational tone that’s lean and clean, you’re going to help that user solve their problem faster.
Below you’ll find some quick tips you can implement in your tech copywriting. These aren’t just for tech verticals, either. Using these tips will help you create more compelling content regardless of if you’re writing for a pet grooming business or an enterprise-level software firm:
Those are a small handful of actionable writing tips you can use today to clean up your content. If you’re looking for more information on how to improve your copy, we’ve got you covered in our other blog post detailing storytelling in marketing and writing with emotion.
Staring at a blank page can make any writer anxious. So, what strategies can you implement to tackle topics quickly and effectively? While you still want to move through the research and outlining process, certain types of content are king in the SaaS space. Here are the main content types you may come across:
Each different type of content requires a slightly different approach. Having each category in your toolbox means you can navigate particular topics effortlessly while personalizing your content to match company expectations and user search intent.
While the companies you’re working for are often on the cutting edge of their respective technologies, copywriting tactics find deep roots in advertising history. As such, we can call on some classic strategies to create unique content that converts.
Take AIDA, or attention, interest, desire and action. This common copywriting approach finds its roots in turn of the century salesmanship. Basically, following this model helps you grab your reader’s attention, generate and maintain interest, create a desire for your product and guide the reader toward taking action.
If you’re looking for more formulas and strategies, here are a few you can leverage in your PaaS, IaaS and SaaS copywriting:
Of course, these are just a few simple formulas and strategies you can use to improve your SaaS copy and content. You’re sure to find new tactics, experiment with the ones you know and develop original strategies to grab your audience.
These tips aren’t the end all be all of creating killer content. You’ll still want to practice on-page SEO best practices for keywords and linking, but using the strategies above, you’re giving your writing a better chance of keeping a reader on the page, interested and ready to convert.
Quality content and copy come from experience and a firm understanding of your domain. If you’re struggling to maximize the effectiveness of your PaaS, IaaS or SaaS copywriting, pairing up with a team of professional writers can give you a distinct advantage over your competitors.
Here at Hire a Writer, we offer killer SEO optimized content and copy for fledgling startups, enterprise giants and everything in-between. Consider our talented roster of expert copywriters before you saddle your team with creating sub-par blog posts.
We’ll work with you to refine your strategy and create the kind of copy that keeps readers coming back time and time again. Contact us today to learn more about our services.
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