Writing high-quality content that converts is not always a walk in the park, especially when you’re writing to customers who are leaders, executives, and decision-makers in your specific industry.
Your audience is like you: hyper-knowledgeable experts, who have cut their teeth in their respective spaces. While they might need to learn about solutions to their pain points, what they definitely don’t need is a 101 introduction into their own industry. Instead of producing content that only scratches the surface, you can instead turn to SaaS copywriting services, where subject matter experts craft content that tangibly helps your readers.
SaaS copywriting services which use subject matter experts can be a make-or-break for the outcomes of your content strategy.
What’s the Deal with SaaS Copywriting Services?
Copywriting is part of any high-velocity B2B SaaS SEO strategy, which brings in inbound leads, helps you educate and nurture potential clients, and can allow you to establish and maintain hold as a market leader.
Copywriting comes into play when we’re talking about anything having to do with content marketing: whether it’s blog posts, landing pages, or thought leadership content for LinkedIn, copywriting is the work that goes into actually creating that written content.
Rewinding just a little bit, it’s important to touch on the fact that content marketing can be incredibly valuable for your business. Research shows that it can cost more than 60% less than other types of marketing, and that leads from content marketing are 6x more likely to convert.
Another study found that 70% of B2B marketers say blogging alone drives more leads than other marketing avenues.
Of course, we know it’s possible to execute a content marketing strategy in-house, and that it’s also possible to outsource to folks who aren’t subject matter experts.
Let’s explore these two scenarios:
- Executing a content marketing strategy in-house
This DIY approach is not uncommon, and it can definitely work. But it’s important to remember that in order for a content marketing strategy to lead to significant business results, efforts need to be aggressive, tactical, and ongoing. It’s not enough to understand the basics and to throw keywords into content: SEO tactics and tools need to be put to work with a focused strategy that is implemented continuously over time.
- Outsourcing to copywriters who are not SMEs
This approach involves working with outsourced writers who are not experts in your subject. They might be freelancers, or can come from an agency.
What does this scenario look like? Keep in mind that any copywriter can write you some form of copy. But your results can be a mixed bag. You certainly might end up with content that resonates with your target audience, and reaches the depth and complexity it needs to.
But it’s also the case that the content can be rudimentary and ultimately unhelpful for your audience. If this is the case, it has the potential to dissuade a potential client for good – they might think you don’t know what you’re talking about.
This unfortunately happens often with content – we’ve certainly all seen it before. It’s the type of blog post you quickly click off of, in lieu of a more in-depth answer. Don’t let this be the case with your copywriting.
How SMEs Change the Game
Now, let’s look at another example of outsourced copywriting for your business: SaaS copywriting services with subject matter experts (SMEs).
Here are some of the benefits of going this route, and why this solution can be a game-changer for your business:
- Your content will genuinely help your readers
First and foremost, content should never just exist for the sake of existing. One of our North Star beliefs here at RevenueZen is that excellent content adheres to high editorial standards, uses SEO best practices, and adheres to brand guidelines. We’re not interested in overly robotic, poorly produced, keyword-stuffed fluff (even if it ranks for a target keyword) because it will actually cause real human readers to turn away – especially ones who are knowledgeable IRL about your industry and solution.
Instead, when you have a SME writing content, it’ll be educational, rich in detail, and most importantly, genuinely helpful to your audiences’ pain point.
- It will also speak natively to your audience
You, me, and your audience can tell when something was written by someone who knows what they’re talking about, and when it wasn’t. You want your content to sound native and natural to your audience, not as if it was written by someone who doesn’t get it.
An example? I’ve worked with a lot of writers recently who have current or former experience in revenue operations, and are experts in platforms such as Salesforce. When it comes to content in this industry, it’s deeply important to find people who are passionate about writing, and who also have good experience with Salesforce and RevOps.
- You can expect accuracy and efficiency
Sure, a non-SME can maybe “get the job done.” But it will likely take them much longer than a SME who knows how to dive in immediately. SMEs can lead to better operations and efficiency on the backend, and keep up with tight timelines. That’s not all: with someone who’s not an expert, you run the risk of inaccuracies. Even AI is making mistakes these days – the creators of ChatGPT explain that the generative AI tool can make up facts entirely, or “hallucinate” outputs.
When a SME is writing your content, they know what they’re talking about, and how to find accurate sources which drive the point home.
- Your content will dive deep
Cut the fluff. Even top-of-the-funnel content needs to answer questions, distill succinct insights, and provide readers with information that plays out in the real world. When SMEs are writing your content, you can go to any level of depth. They can also easily dissect complex topics, and break them down for your online audience.
- It can lead to new qualified leads
Not all leads are created equal, and one of the pillars of SEO here at RevenueZen is about capturing qualified leads. That’s because we know that a small handful of high-quality inbound leads with your ideal client are worth much more than high volumes of low quality leads. When SMEs are creating top-tier content, and that content is doing what it’s supposed to, you’ll end up with much more than just keywords or clicks.
How to Find SaaS Copywriting Services that Use SMEs
So SMEs sound great and all, but how can you figure out which copywriting services actually use them? Here are some indicators:
- They have a wealth of experience in certain industries
If you’re considering a copywriting service and they seem to hone in on certain industries or sectors, it’s a good sign that they have experienced SMEs on deck as writers. For example, when you look at our offerings, you’ll see we explicitly focus on a few spaces, including B2B SEO, B2B LinkedIn Marketing, and B2B Content Marketing. Because we focus on these services, we have experienced writers on hand, and are well-connected to find new ones as-needed.
- They fit you with the right writers
Of course, the best way to know if SMEs will be writing your content is to simply ask who your writers would be, and what type of experience they have. For example, oftentimes when I’m working with a client that has a resilience-building platform, or a diversity and inclusion platform, I’ll look for ultra-aligned writers who might be a current or former Chief People Officer or VP of People. These experts often take writing gigs on the side, and they could be the ones who are behind your content.
- Their methodologies are clear
In general, when it comes to the quality of copywriting, the proof is in the pudding. When you’re considering a particular service, analyze what their processes and visions are like. What steps do they take, what makes their methodologies unique? Do they take a cookie-cutter approach, or do they clearly approach copywriting from a unique, expert vantage point? If a copywriting service knows its stuff, has clear, methodical approaches, and uses data-driven methods, it’s much more likely that they’re also using talented SMEs to create that calibur of writing.
Leverage SaaS Copywriting Services with SMEs to Craft Elevated, Expert Content
Your organization is a powerhouse, and your team members are driven and focused. By turning to SaaS copywriting services that use SMEs, you ensure your content reflects all of the progress your organization makes, and shares that with your audience in a way that’s useful to them, and aligned to you.
If you’re ready to deploy content that’s written by SMEs instead of a John Doe, we should talk. We carefully vet and select our copywriters, ensuring they have the experience and skills necessary to create content for your brand.
Get in touch to learn more about how RevenueZen can transform your business through organic inbound marketing.
