How my creative writing brain makes me a better SaaS content marketer
If you’ve ever tried sneaking creativity into B2B SaaS content, you probably know the guilt trip: if you intend to be taken seriously, then the B2B world isn’t the place for that sort of flair.
I used to think the same — until I realized how wrong I was.
Here’s what I’ve learned over time: I didn’t have to drain the personality out of my work. I can tell stories, and have a voice. Why, after all, the SaaS content that stuck with readers was never the rigid pieces. It was the ones that told a story, used emotion, and made complex ideas feel human.
I realized my creative writing brain wasn’t a liability. I could leverage it. And I did.
So, if you're navigating this same shift, I’ll show you how to turn your creative voice into your biggest asset in B2B Saas content marketing.
In this article:
Why your creative writing brain belongs in B2B SaaS content marketing
It makes sense that creative writers entering SaaS often wonder, Do I need to sound more corporate to be taken seriously?
But here’s the truth: the very skills you’ve built from writing fiction, essays, or even poetry—empathy, metaphor, storytelling, and vivid language are what set great SaaS content apart from forgettable ones.
When done right, B2B SaaS content doesn’t just explain. It connects. It brings abstract ideas to life, keeps the reader curious, and makes your brand memorable. That’s exactly what your creative brain was trained to do.
In fact, the more I leaned into my creative instincts, the more my content resonated. But I’m not the only one who thinks so.
Take Fenwick, for instance. They’re a creative team and don’t settle for the generic when it comes to business writing. Instead, they borrow the wit and clarity of literature to craft marketing pieces that stand out in a crowded market.
Source: Fenwick
And honestly? Their work speaks for them. It’s the kind that stops you mid-scroll and makes you pay attention. Every sentence feels intentional, like it should be read.
So, the real question is, how do you bring that creative touch into your SaaS content without losing sight of business goals?
The answer? Start with the skills you already have. Let me walk you through four specific creative skills that have helped me write better, more effective B2B SaaS content.
1. Empathy helps you understand what the reader needs
As creative writers, we’re pros at stepping into someone else’s shoes, and that’s gold when it comes to writing customer-centric content. In B2B SaaS content, those same skills translate directly into creating content that connects with real human needs.
You know how in fiction, you have to deeply understand your characters— their fears, desires and motivations?
The exact same muscle helps in B2B SaaS content. Where instead of writing generic copy like a bland list of product features, you address pain points from the user’s perspective.
You write with the kind of empathy that makes the reader think, ‘wow, they actually get me’.
A great example is Animalz’ article, "How to Use the Hook Model to Make Your Content Irresistible."
Let’s check out this introduction together.
Source: Animalz
I personally like this empathy-driven approach used in the introduction because it mirrors how effective B2B SaaS content should work: meeting the reader where they are before offering a solution.
For instance, notice what happens here:
“If you’re like me (or anyone I know), you probably spend way too much time on your phone.”
First, it shows a clear understanding of the reader’s behavior, not just what they do, but how they probably feel about it (aware, maybe even amused).
And instead of jumping straight into frameworks or product-led messaging, the writer starts with a behavioral insight—something relatable and grounded in the reader’s real life, which in this case is doomscrolling.
This aligns perfectly with the Jobs-to-Be-Done (JTBD) approach in product strategy and marketing: “focus on what your reader is trying to accomplish, not just the tools they’re using.”
2. Metaphors make complex topics feel simple
If you’ve ever used imagery to capture emotion or theme, you’re already equipped to break down SaaS concepts. This is second nature if you’re a creative writer.
I’m used to translating abstract ideas into vivid, relatable scenes. In SaaS, that means I can turn SaaS concepts into mental images the audience can actually connect with. Take this piece on project management, for example.
Source: Medium
Here, I drew a parallel between the role of a project manager to that of a wedding planner in charge of a high-profile wedding.
The stakes, the coordination of multiple moving parts, and the potential chaos if one element fails all mirror real project planning challenges. And especially for beginners, this instantly demystifies the process, making it easier to visualize.
It also instantly elevated the content. What could have been a dry, technical piece turned into a more engaging and memorable piece.
Plus, my readers walked away with more than just project management tips; they also learned a thing or two about wedding planning.
3. Structure like a story—because that’s how readers connect
You’ve heard it said: The best content doesn’t just tell you something; it takes you somewhere.
That’s why story-led structures work so well—even in B2B SaaS writing. Instead of a wall of facts or a dry thesis, you guide the reader through a journey: from curiosity to context, and then to clarity.
Tamilore Sonaike’s article on fake statistics in content is my top example for this. She could have started with a preachy line like:
“Writers often misuse statistics, and this erodes credibility.”
Yes, it’s accurate. But memorable? Not really.
Instead, here’s how she opens:
Source: Fenwick
With that intro, you’re definitely thinking, Wait—what? That can’t be true. That’s the beauty of intros like this one. You become curious. You want the “why” behind the claim.
And Tamilore takes you on that journey:
She admits it’s false (relief!).
Then connects it to the real problem: viral myths like the “10% brain usage” idea.
Finally, she transitions into the bigger issue—misused statistics in content.
By the time she asks:
“What is it about data that such a high number of writers repeat without questioning?”
Source: Fenwick
—you’re already invested..
That’s what a story structure does. It moves the reader from Curiosity (Hook) → Conflict → Context → Resolution. It works because then your reader isn’t just skimming; they’re now following.
4. Be specific: vague writing is forgettable
If there’s one thing creative writing taught me, it’s that the smallest details often make the biggest impact.
In B2B SaaS content, specificity works the same way. It turns abstract ideas into something your reader can see, feel, and eventually trust.
When you’re specific, you don’t just inform—you paint a picture. You make your claims measurable, relatable, and harder to forget.
For example, let’s say your product helps teams collaborate better; a generic value prop will look like this:
❌ Our comment tool helps teams collaborate better.
That’s not specific. And there’s nothing much to visualize or measure in there.
Here’s how a specific value prop rewrite might sound:
✔️ Instead of juggling endless email threads, your design team, using real-time comments, can review changes and approve a new homepage in 30 minutes, without a single email thread.
Do you see the difference? The first one is a billboard you drive past without remembering. In the second, we now have a scene we can picture and a promise we can measure.
It’s the same principle in fiction when you could say:
“She entered the room”
Or, to make the readers feel it:
“She stepped into the kitchen, her shoes sticking slightly to the syrup-slick floor.”
One tells what happened; the other is an experience for the reader to live.
Specific language also builds trust. Your readers are far more likely to believe you when you give them concrete numbers, named features, and relatable scenarios. So, whenever you can, anchor your SaaS writing in something the reader can picture, quantify, or imagine themselves doing. The clearer the picture, the stronger the connection.
💡 Also read: 3 editors share what makes a standout B2B piece
Common mistakes to avoid
Even if you have a creative writing background, it’s easy to let the “creative” part run wild and accidentally weaken your B2B SaaS content, and you don’t want that.
Because if your story, metaphor, or clever language doesn’t tie back to solving your audience’s problem, you’ve given them a pleasant read but no reason to take action.
So, here are four pitfalls I’ve seen (and sometimes fallen into myself) that you’ll want to watch:
1. Don’t get too fancy with language
You’re not competing for the next best seller. Overly complex words or overly ornate sentences might sound impressive to you, but they risk alienating readers who just want a clear answer to their problem.
Example:
Too fancy: Using a sentence packed with jargon and buzzwords that makes readers stop and decode the meaning.
Clear: Saying the same thing in plain language that a 10-year-old could understand without losing the core idea.
If readers have to pause to figure out what you mean, you’ve lost momentum. And momentum matters.
Every extra second they spend trying to interpret your words is a second their attention drifts. And instead of pulling them deeper into your idea, you’re giving them a reason to click away.
Your job is to make the meaning land instantly, not give them a puzzle to solve.
2. Prioritize clarity
If a metaphor takes too long to understand, it loses value.
A good metaphor should make your point clearer, faster, and more memorable. If the reader has to pause to figure it out, you’ve lost the advantage. In business content, a metaphor isn’t there to showcase your cleverness—it’s there to help the idea click instantly.
Example:
Confusing metaphor: Comparing a simple project management tool to “navigating a cosmic orchestra across multiple galaxies.” It sounds dramatic, but the reader pauses to figure it out instead of getting your point.
Clear metaphor: Comparing the same tool to “a traffic light system that keeps every car moving smoothly.” Instantly relatable, easy to visualize, and explains the concept without mental gymnastics.
The first forces the reader to untangle too many images before getting the point. The second delivers a quick mental picture that sticks and lets them keep reading without losing momentum.
3. Don’t forget the business goal
It’s easy to get caught up in crafting a beautiful, engaging narrative and forget why you’re writing in the first place. In B2B SaaS, your story needs to lead somewhere—whether that’s a sign-up, a demo request, or a shift in perception about your brand.
Example:
Creative but aimless: A long anecdote about the history of calendars in an article meant to sell scheduling software.
Creative with a goal: Opening with a story about a missed investor meeting due to a double-booked calendar, leading directly into how your scheduling tool prevents those mishaps.
Your creativity should be the road that takes the reader to the business destination, not a scenic detour where they get lost and are unable to make it back.
And if your creativity becomes the main attraction, you risk leaving the reader entertained but unconvinced. Remember that ultimately, the goal is to get a buying decision.
4. Don’t let creativity break structure
Good creative writing often plays with structure. But in SaaS content, you can’t afford to confuse the reader. People expect a clear flow—problem, insight, solution—so if your structure gets too experimental, you risk losing them.
Example:
Too experimental: Burying the main solution in paragraph twelve because you wanted to build “mystery.”
Structured and clear: Hook them with a story, reveal the pain point, present the solution, then expand with supporting details.
Structure is what makes your creativity shine instead of scatter. Think of it as the frame around your painting: it doesn’t limit the art, it makes it stand out.
Creative writing skills aren't a liability; they're leverage.
If you’re moving into SaaS marketing from creative writing, you’re not behind. You’re equipped. Use empathy, metaphor, structure, and specificity to make your content resonate and stand out.
If you’re ready to put all of this into practice, then here’s a quick way to start;
Try this— pick a blog post draft and do one of the following:
Add a story-driven intro.
Rewrite a dry section using a metaphor.
Or smooth out your CTAs for a better user experience.
Need a marketing buddy or two to help you polish your skills? Join the Marketer’s Room to connect with marketers of various levels, experiences, and interests.
