How to break into SaaS Writing (according to the experts)

Dear Content Connect,

"I’ve been freelancing for about a decade—mostly editorial work for publishers (high-profile nonfiction like cookery and lifestyle) and the past five years ghostwriting books and helping authors shape their manuscripts.

I’ve also done some online writing (blogs, case studies, carousels, etc.). But now I’m looking to pivot into SaaS or something that pays better, feels more future-proof, and offers a fresh challenge. How can I make that jump?"

Thanks!

-Content Connect Subscriber

Answer 1: ​Lizzie Davey​

First off, you already have a great foundation. Ghostwriting books and shaping manuscripts involves a lot of different skills that are really transferable (like structure, voice, etc).

I’d start with the content formats you already know. You mentioned blogs and case studies, which are staples in SaaS. Case studies, in particular, are one of the highest-paying content types in tech, so I’d really lean into that since you already know how to capture voice and tell a story.

The other thing to note is you don’t need to be a SaaS product expert to get started. Most of the work is understanding the audience (marketers, sales teams, ecom brands, etc.), and explaining things in plain English. To get a feel for it, read decent SaaS blogs like Klaviyo, Notion, Intercom, and Animalz to bridge the knowledge gap.

When reaching out to new potential clients, you can be upfront that you’ve spent a decade writing editorial content and are now focusing on SaaS. Lots of companies are looking for people who have the knack of storytelling rather than those who’ve always been in the tech bubble, so you can use that to your advantage.

Finally, lean into your network and samples. Even if you don’t have SaaS samples yet, your editorial and ghostwriting portfolio shows depth and range. You can also create 2-3 SaaS “spec” pieces to show off your chops in the niche. The big thing to remember is that SaaS writing doesn’t need you to be overly technical… you’re basically taking product features and trends and turning them into something useful.

-Lizzie Davey, Check out her ​guide to finding your next client​.

Answer 2: ​Alyssa Towns​

There are two pieces of advice I give to anyone looking to break into freelancing for SaaS companies:

(1) Identify areas you might be a subject matter expert in, and lean into that, and

(2) Look for agency or subcontracting opportunities to get your foot in the door. I had no experience writing for SaaS companies when I started. Instead, I worked as a subcontractor for well-known writers who were writing about areas I felt strongly-versed in (e.g., I had heavy project management knowledge from my 9-5 in business operations at the time). Genuine relationship building and finding unique ways to bring more value to the table beyond your writing strengths can help set you apart. Good luck!

Answer 3: ​Austin L. Church​

I've made a bunch of pivots in my "career," or rather portfolio of mini-careers, and I'll share a mistake I've made and one that my coaching clients make, too. The mistake is addition. We get the itch to pivot, so we pile on net-new services or offers. But this addition doesn't solve the root problem, which is a too-complex, underperforming business. Complexity doesn't scale, and adding more, be it another audience, service, strategy, or tactic, spreads our attention even thinner. We set ourselves up for failure and burnout with pivots and other experiments if we don't prune the business first. Meaningful growth happens after subtraction, not addition. Simplicity scales. So before you shift to SaaS or something else, ask yourself, "Where's the time for this experiment going to come from? What will I cut so that I can funnel more time, talent, creativity, resourcefulness, and relationships into this pivot? What will I start saying no to?" Growth by subtraction works. You'll see examples everywhere once you know to look. But it's hard, scary, and counterintuitive, and you have to fully commit.

– Austin L. Church, Founder of the Freelance Cake Community (for advanced freelancers)

​​Watch Austin's most recent training​: Learn the simple but counterintuitive shift that advanced freelancers and solopreneurs are using to cut through all the complexity and build exciting momentum without putting in more hours or becoming AI-obsessed.

Answer 4: ​Jessica Malnik​

I’ve seen a bunch of writers make this pivot. The real shift is learning how to frame your existing work so SaaS content managers can see the value. A couple things that help:

• Repackage your portfolio. Take the articles you wrote for media outlets and edit them to highlight the business impact, not just the craft of writing.

• Get a few quick reps. Even one or two guest posts for small SaaS blogs will give you the samples you need to signal “I can do this.”

You already have the chops. Now, it’s just about showing them in the right context.

Subscribe to ​Jessica's newsletter​.

Answer 5: ​Samantha Anderl​

Pivoting is a specialty of mine ;). I've pivoted many times in my career, big shifts and little.

Here's my advice: If you're going after a new audience, you need to learn to speak their language and understand their pain points. For SaaS, that means understanding how they think about customer acquisition, retention, churn, product-market fit—the metrics and challenges that keep them up at night. Your editorial and ghostwriting skills translate beautifully here: SaaS companies desperately need people who can explain complex products simply, create compelling case studies, and develop content that moves prospects through the sales funnel.

Understanding their needs will give you room to create clarity around what you need to offer them and how you should market to them. Once you find that clarity, the next step is building a client acquisition plan to get in front of them. That might include revamping your website to align with their needs, revisiting your portfolio to highlight relevant work (even if it's from other industries), crafting a social posting strategy to speak to them, activating your network and updating them on exactly what you're doing and why, and asking for intros, etc.

Going through a pivot isn't easy, but I help freelancers and creators find clarity around what they're trying to accomplish and figure out how to build their plan to success every day. Whether you're pivoting industries, figuring out how to launch your freelance business from scratch, or looking to re-align to what success truly means for you and how to get there, ​my Growth Accelerator can help.