How SaaS Companies Can Ditch the “Techlish” with Clean Content Marketing

Monica Stockbridge

Written by Monica Stockbridge on Fri, Apr 22, 2016

If you operate a Software as a Service (SaaS) company, then providing highly specialized software-based solutions is your thing. Your clients have problems and you’ve got answers—all available on the Internet, with no hardware to buy or confusing software to install. Customers are bound to start lining up outside your door, right?

Yes, but probably not without marketing. A big part of your success depends upon getting your product in front of potential customers. Since SaaS companies rely on the Internet to operate, it makes sense to rely on the Internet to market their services with valuable, engaging content. After all, marketing your business solutions is a primary way to attract  qualified leads as well as provide continuous value to current customers.

Why content marketing?

You may not have guessed it, but content marketing and SaaS go together like peas and carrots. And just like vegetables, there are a few tricks to making them taste amazing. You’ve got to know who you’re feeding, why it’s good for them, and why yours taste the best. Put simply, you must know who needs your services, what problem it solves for them, and why yours is the best solution. Content can do that.

The key to all of this is to make sure your audience understands your product from the get-go.

Avoid “techlish” and use plain English

We’re willing to bet that there’s some pretty hefty technology behind your SaaS operation—technology that may not be familiar to everyone else. So, there’s probably some terminology, a few acronyms, some jargon, or what we call “techlish”—another word for cryptic tech-speak—that developers and industry experts throw around on any typical day in the office.

While this is fine behind the scenes, “techlish” can make customers feel like they’re reading a foreign language. In fact, even though the words are in English, complicated or esoteric language can harm your marketing efforts. Here’s why that high-level tech-speak might be bad for business:

  • It’s confusing. Using industry-specific acronyms or complex wording can be downright baffling. Imagine reading a company’s website rife with words and expressions you’ve never heard before. Would you buy something when you have no idea what the product actually is?

  • It separates the business from the consumer. Think about it. If two people don’t speak the same language, they aren’t likely to feel a deep connection right away. The same goes for content marketing. In order to capture your audience from the start, you need to speak your customer’s language.

  • It turns people off. Even if your product is the best around, tech-speak can come off superior or big-headed. This kind of perceived arrogance can irritate people and make them less likely to appreciate your product.

  • It’s bad for SEOYour web content should be conversational, natural, and easy to understand for both readers and search engines alike. Sure, the proper keywords will help get your page to show up in search engine results, but if the pages aren’t easy to understand, no one will be clicking your links.

People don’t want to wade through bogs of jargon just to figure out what your business does. They want solutions to their problems. Avoiding jargon and speaking English—not “techlish”—can build trust between you and your customers and promote your solution in a way people can understand and appreciate.

Drive effective content without the jargon

We’re not telling you to do away with your technology or expertise. However, in order to communicate those services to potential customers, it’s essential that you know who you’re trying to reach and the best way to communicate with them. Often, tech-speak isn’t the way.

Instead, customer-facing content ought to be straightforward and engaging. So, how do you develop this type of clean, clear content?

  • Know your audience. We recommend developing “buyer personas,” or in-depth descriptions of your ideal customers. When you know exactly who you are writing for, you can write in a way they’ll understand and appreciate.
  • Do away with jargon. Good content marketing doesn’t mean dumbing down your expertise. It just means making your information easy to grasp. Try to write with a more approachable vocabulary, and if you must use complicated terms or acronyms, be sure to explain their meaning.
  • Align yourself with your customers. When writing content for current or future customers, it’s important that you project a sense of trustworthiness. Highly technical language can create a rift between you and your readers. Instead, put yourself in their position and focus on offering clear solutions to their problems.
  • Provide value. Remember that marketing—especially content marketing—must deliver value in order to be engaging. Make your services clear and your solutions valuable from the very first click.

As a SaaS company, remember that your MO hinges upon service. When marketing your business, focus on serving your customers—and communicating with them—in a way they can understand and appreciate.

Partner with SPROUT Content

Marketing your own SaaS business is no easy feat. On top of developing your applications, consistently updating the software, and working with clients to customize and troubleshoot, marketing your products can feel like another full-time job. It helps to have a partner who can tell your story and get your content in front of the right readers.

To learn more about how SPROUT Content can help you ditch the “techlish,” improve your marketing success, and grow your business over time, contact us or download our guide on how to create Performance Content that delivers results. 

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