When you write a blog, an email or ad copy, some rules are not hard to follow and can make a difference. As a terrible writer myself, I've learned a lot from trying to follow these. It hasn't made my writing good by any means; it just made it a little bit better.
Marketing Content Writing Guidelines
Understand what your reader needs. What question are they asking, or what decision are they trying to make. Start your piece immediately by addressing their need.
Write in the 2nd or 3rd person. Not in the first. It's not about you; it's about your reader.
Use lists, bullets, and occasionally a table. Images are great if they are functional. Just stock photography that serves no purpose is just a noisy distraction.
Try to keep your core writing on one page, above the fold. If you need more space, provide a great "hook." to go to the next page. Refer to #1, and write about what the reader is trying to achieve to pull them forward.
Focus on what you want your reader to learn, do, or to change. The #1 job of a Marketing Pro is to change people's behavior. We need to get people to do something next.
B2B SaaS Content Marketing KPIs
Finally, the most important KPIs for your content are Bounce Rate, Time-on-Page, and Click-through-Rate. You need to achieve one of the following:
High Time-on-Page. Record how long it takes you to read your piece. That's your TOP goal for this content. If you hit this TOP, you can afford a high bounce rate (at least they read your piece, and now the next step is to convert them).
High Click-through-Rate (CTR) to another article on your page, or a Call-to-Action completion (fill out a form, download a piece of content). In this case, your TOP can be low since you still have your audience's attention and you've provided value.