Friday Deep Dives (Tips From An Expert On Breaking Into B2B SaaS Content Writing)

Welcome to the 10th issue of Friday Deep Dives, a monthly newsletter by Dozie Anyaegbunam, where an industry expert or I go all in on one question on content marketing from you all. I'm glad you're here.

Happy Happy Friday,

It’s another Friday Deep Dives.

And one I am excited about.

Today, I’ve got the brilliant Ashley Cummings talking about breaking into B2B SaaS content writing.

Let’s dive 🌊

Estimated reading time: 4 minutes, 56 seconds.

Hi everyone, Ashley here. Let’s get straight into it!

What are the key skills that a successful B2B SaaS writer should have, and how can someone develop these skills?

One of the most critical skills B2B SaaS writers should have is a high-level grasp of niche industry knowledge. There are several different SaaS niches, and most of the tools are specialized. If you can dive deep and learn a lot about a specific category of tools, it gives you a leg up in the industry.

That being said, it is possible to write about SaaS tools without knowing everything about them. In this case, it’s essential to hone research and interviewing skills. Excellent SaaS content typically has a journalistic or thought-leadership angle. If you can dive deep into industry reports and also interview experts and capture unique and helpful insights, it will help you produce content that stands out.

How can writers differentiate themselves, and what's worked for you when building a strong personal brand in this industry?

Content writing got a lot more competitive this past year with the introduction of AI tools. AI tools do a good job of outlining, ideating and producing generic content.

But AI tools don’t hold a candle to excellent B2B SaaS writers. Today, every piece of content should include:

• Style. AI can write ideas, but I have yet to see it use literary or rhetorical devices that propel a story forward. Writers can learn more about how to write well to stand out from AI and other B2B writers.

• Analysis. AI doesn’t have a brain. And some human-written B2B content reads as if it were generated by AI. One way to stand out is to offer your unique analysis of the topic, trends, and relevant data. Audiences are looking for experiences, examples, narratives, and insights from people in the industry. You can give that to them.

• Context. My most frequent edit to articles is “add context.” Tell the reader why your statement is important. Add an example. Add an expert quote. Don’t just make a statement. Learn to say how, where, when, why, and/or what.

• Interviews. Adding expert quotes to high-level B2B pieces is a killer way to stand out. Expert analysis promises your piece will bring new insight, thoughtful, and interesting insight to a topic.

• Pizazz. Embrace a unique tone of voice that makes your content easy to read. I always say creative writers make the best content writers. It’s true. Don’t be a snooze-fest.

As far as personal branding goes, as annoying as it is, social media plays a huge role. Freelancers sit at their desks by themselves at home all day. The best way to get your name in front of other professionals is to spend time on social media.

For the B2B crowd, LinkedIn and Twitter work the best. Take the time to share your thoughts, comment on others' posts, and add your voice to the conversation. You’ll start to stand out, and you’ll make friends along the way.

How do you know what to charge, and how do you approach raising your rates?

Knowing what to charge is one of the most difficult things about freelance writing. I spent years undercharging, which is a bummer. But when I finally raised my rates, my best clients didn’t even bat an eye.

One thing to remember is what seems like a lot of money to you isn’t a lot of money to a B2B brand with a big budget. You’re also bringing years of expertise and incredible value to a content marketing team. People aren’t only paying for your hours. They are paying for your skill, value, network, and expertise.

I personally believe no writer—even beginners—should accept a project under the equivalent of .10/word. As writers gain more experience, it’s great to raise rates with every new client. If you have additional questions, you can ask other freelancers what they would charge. I do this all the time.

You can also check out my benchmark report:

What trends should new writers be aware of as they enter this field?

1. AI. AI is coming whether we want it to or not. Learn how to use it to your advantage.

2. SEO. Content marketing is also about getting client content to rank in the SERPs. SEO is constantly changing, and it’s important to keep up with SEO trends that apply to writers.

3. Subject matter expertise. More and more companies want to see writers with subject matter expertise. Niche down and study your industry.

Do you create your own contract or work with what you are given?

I will do either. If a company has a contract they like to use, I’ll review it and sign it. If they don’t, I have one that I use (you can buy a contractor agreement template here).

The important thing is that both parties have reviewed the scope, payment terms, and project terms and formally signed a contract.

If you could go back in time, what would you do differently?

I started freelancing 13 years ago when there weren’t as many “how to” resources as there are now. If I could go back, I would spend more time following other freelance writers to see how they built their businesses.

I would hire an accountant and a lawyer from day one.

I would also fine-tune my processes, content brief, and take the lead on every project. Freelancers can often write, but that’s only half the battle. The other half is knowing how to run a business and establish processes that make it super easy to work with you.

When you work across different regions, with each having its own "standard rates/fees", how do you fix your own charges? Or do you charge based on the region's market?

I charge in USD and stick to my rates. It doesn’t make sense for me to accept projects in another market that don’t align with my financial goals.

I also think if someone from a country that typically charges less in their own country is working with a US, UK, or Canadian company, they should charge higher rates.

And that’s it, folks!

Resources from Ashley

1. The Freelance Writing Rates Benchmark Report. Wonder no more about how much you should charge.

2. Freelance Writer Contract Template. A fully customizable contractor agreement template written by a lawyer specifically for freelance writers.

3. Content Connect. Ashley’s newsletter, where she shares all the gems. The last newsletter dropped off the email template she uses to tell clients her offering, how she works, and her rates.

4. Freelance Bitters. A video podcast where Ashley and Mike Keenan talk about all things freelance…over drinks. Why does the name remind me of Alomo Bitters?

If you found it helpful, let me know in the comments or by email. If you have a question you would like me to explain in-depth, send it in. And even if I don’t have the answer, I’ll find someone who can answer it properly.

Thanks for reading to the end. You all make writing this newsletter worth the trouble.

Be good out there. If you can't be good, be careful.

Dozie.

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