Content generates 100% of B2B SaaS revenue.

That's a bold statement. Let's see how that is true.

You generate top of the funnel traffic with your ads from direct-response and brand marketing. Those ads require good ad copy to bring more people to your website or landing page.

Then, you need good marketing copy to convert those visitors into leads.

Then, you need good product copy to convert those leads into paying customers.

Once those customers start paying, you need good support content to keep them "successful" at the jobs-to-done of your product so as to retain them.

Once they are established as loyal customers, you need good testimonial content for them to refer friends / coworkers to your product.

Each step of the customer acquisition process requires good content as fuel to push users further down the funnel and generate value for your business.

So the question becomes, how do you generate content that brings in real business value?

Here are a few points to keep in mind when writing copy for your B2B SaaS product.

No one cares about your product. Focus on what can you do for them.

Stop saying how awesome your product is. If your copy don't speak to your target audience's deep-rooted needs and wants, they will not take action.

Identify your target audience? Understand their language. Give them a name. Identify their pain.

Paint a picture of the average "best" buyer of your product. What is their name? HR Jane? Marketing Mary? IT Bob? Do they have kids? What is their favourite sport? Identify all these to write in their language and generate a strong feeling of relevance and relatability.

You get real business value through content by 1) providing value first; 2) telling your audience how your product will help achieve their goals; 3) pointing strongly to a clear next step.

If you miss any one of the three points above, your content will not work.