As a B2B SaaS marketer, you know that compelling, high quality copywriting is essential for lead generation and sales. You also likely know that searching for a stellar SaaS copywriter can feel a bit like finding a needle in a haystack.
The good news is that finding, onboarding and working successfully with your next writer doesn’t have to be a headache.
Your SaaS copywriter roadmap: 10 steps for success
Follow this proven system to land your next superstar B2B SaaS copywriter. Skip the hand-holding and countless content revisions—and jump straight to clear, compelling copy that drives conversions and revenue.
1. Understand the benefits of working with an external vs in-house writer
Get clear on this before you start your search for a B2B SaaS copywriter. In-house writers have the potential to develop strong knowledge of your company by osmosis; however, dedicating time to writing projects with all of their other priorities will likely be a challenge.
Outsourcing to an external SaaS copywriter who has been honing their skill set for years and can hop on projects when needed has several pros. It enables overworked marketing teams to delegate, which frees up their time—and it helps you avoid the cost of a new employee.
2. Find your next rockstar SaaS copywriter
There are 3 key places to start looking for your next SaaS copywriter. First, try word of mouth and ask your colleagues and professional networking groups.
Second, head to LinkedIn and post that you’re looking for a writer. You can join groups for freelance writers and marketers, and learn about a writer’s experience by viewing their profile.
3. Screen potential SaaS copywriters for core skills
Once you’ve found a few potential SaaS copywriters, narrow down your list by screening for essential skills. An experienced writer can:
- focus on your audience and their needs
- filter through a high volume of information for relevant points
- make complicated content accessible to a range of audiences while maintaining technical accuracy
- deliver error-free copy
- stay organized and communicate with you consistently
4. Nail the interview process
We’ve interviewed over 50 SaaS copywriters and reviewed samples from hundreds. We follow 4 proven steps that take the selection process from a leap of faith to a strategic system.
First, the writer completes a Google Forms application with questions about their process and links to writing samples. Next, we have a Zoom call to get to know the writer better and ask about the samples they sent, as well as their process.
After that, we test the writer’s ability to create a powerful case study, which provides insight into their writing and working style. Finally, we call 2 references to gain perspective on what it’s really like to work with the writer.
5. Onboard your new SaaS copywriter quickly and painlessly
So, you’ve hired a SaaS copywriter. Congrats! Luckily, getting them up to speed doesn’t have to be a headache.
First, familiarize your writer with your company and your products by providing them with helpful background material. Next, give them your style guide and SEO terms, and ensure they understand your brand’s voice. As long as your writer has the information they need, they’ll be able to hit the ground running.
6. Develop a content plan and workflow
Content planning and workflow development are essential steps for avoiding bottlenecks in your content creation. Start by agreeing on your process and deadlines upfront with your SaaS copywriter. Ensure they have the information they need, then ask for an outline before they start writing a first draft. This will help your writer stay on track with your vision.
A professional writer will flag any issues before a bottleneck occurs, so it’s up to you to be prepared on your end. Give yourself adequate time to review each draft and provide feedback.
7. Craft a useful content creation brief for your SaaS copywriter
It’s paramount to provide your SaaS copywriter with a content creation brief specific to each new project you assign them. This tool allows you to clearly outline your expectations for the content so that your writer can hit a home run the first time, making the review process smoother and landing you compelling content that converts.
The brief should include information on the purpose of the content and the target audience. It should also include housekeeping items like word count, deadline and sources for the piece.
8. Give your SaaS copywriter clear, constructive feedback
Good feedback will help your SaaS copywriter learn your style, preferences, key marketing messages, products and audience, all of which will get you the results you’re looking for faster. Here are 4 tips to follow when providing feedback on content:
- Read the entire piece before you offer feedback.
- Get your team on the same page with their edits.
- Specifically outline what needs to change.
- Give positive feedback too.
9. Use these feedback examples to deliver your comments effectively
Now that you know how to provide useful feedback, learn how to deliver the feedback effectively with these feedback examples.
First, organize your feedback into themes. For example, if your writer has used incorrect punctuation more than once, make a single comment to address this rather than cluttering up the document and risking your writer missing an edit. Second, give positive and negative feedback separately to avoid confusion around what worked well and what didn’t. Finally, ask questions that lead your writer where you want them to go.
10. Strengthen the relationship with your writer for continued success
Don’t forget about the human element to working with a writer. Building a solid relationship with your SaaS copywriter helps improve the quality of their work and cuts down on revision time. A good relationship also encourages open communication. These benefits all ultimately support your business.
Systematize onboarding for your SaaS copywriter
You don’t have to recreate the wheel to implement a writer onboarding process that works for you. Download our customizable onboarding tool and tailor it to your company so your writer has everything they need to create fantastic content.
Find a content creation partner
Are you looking to extend the reach of your marketing team? As a small but mighty SaaS content marketing agency, Uplift Content works with high-growth B2B SaaS companies to lift their voice and tell their story. We pride ourselves in fitting seamlessly into your workflow. See our content creation services.