A Guide to SaaS Content Marketing – Traffic, Conversion, and Sales

A Guide to SaaS Content Marketing – Traffic, Conversion, and Sales

In this article, we are going to share our content marketing tricks that work wonders for our SaaS blog and enable us to convert visitors into leads at a 7% rate. Check for search volume How many times do people actually type this keyword into Google? You wouldn’t want to build your content strategy around keywords nobody is searching for. This would mean you’d better look for another keyword. Let Google boost your rankings Google is following one goal – to show the most relevant results first. Therefore, spend time with your team trying out your SaaS rivals before writing an article. Make screenshots of the things you like and don’t like while using software and use them in the article. Have a battle with scores when writing a “Product X vs Product Y” post and see who wins. You can check our Slack alternatives blog post we’ve written for our very high intent keyword. Check if the exit popup works for your customers.

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A Guide to SaaS Content Marketing – Traffic, Conversion, and Sales

If people can find your business online, you won’t run away from content marketing. It’s inevitable. Today the entire online promotion has turned into a non-stop content generation machine that attracts and converts a relevant audience into leads. It’s no secret that every niche has its challenges, do’s and don’ts when it comes to content marketing.

The SaaS niche isn’t an exception. You have to choose the right content strategy to achieve success. If you don’t – all your writing hours will go in vain. In this article, we are going to share our content marketing tricks that work wonders for our SaaS blog and enable us to convert visitors into leads at a 7% rate.

How do you choose the right path for your SaaS product?

We’ve learned it firsthand that initial content marketing decisions can determine the overall product strategy your business will follow. Although they say Google doesn’t pay attention to keywords as much as it used to, keyword research is still the first and the most important thing you should start your content marketing journey with.

Here’s a short story of how we do it at Chanty.

The Chanty team communication app is the SaaS product we are building. When we thought of the keywords for our articles, the first ideas were ‘team communication/collaboration/productivity tool’. We evaluated how popular the word is along with how difficult it would it be to rank for it in Google. It turned out that it’s pretty hard to get to the top of Google with the phrases we had in mind.

We continued our search and finally hit gold.

Google Keyword Planner suggestions

Accidentally we ran into a keyword ‘Slack alternatives’ (Slack is our well-known competitor). Surprisingly, it had quite a low difficulty level along with several hundreds of Google searches per month. What was even better is the super clear intent behind the phrase. We had a chance to directly attract people who are looking for us, the Slack alternative.

Keyword research with intent in mind

Not all keywords are made equal. If you want to end up with content that converts, there are four stages you have to go through while performing keyword research:

1. Make sure the user intent is there

This is where your competitors may come in handy. If you are building a SaaS product, chances are you have a well-known and established rival. Take a closer look at “alternatives” and “vs” keywords that include your rival’s name. People looking for these alternatives are usually not happy with the current solution they are using. It may be too expensive, complicated, some features may be limited, etc. Apart from certain dissatisfaction, however, these prospects may come along with high expectations. This is why if your software solution doesn’t keep the bar at the required level, the game isn’t worth the candle.

2. Check for search volume

How many times do people actually type this keyword into Google? You wouldn’t want to build your content strategy around keywords nobody is searching for. There has to be a demand and you can check it either with Google Keyword Planner or tools like SemRush or Ahrefs.

3. Check for the keyword difficulty (KD)

Finding out the search volume is just half the battle. It may take you forever to rank for super popular keywords where competition is insane. Therefore, go to Ahrefs or SemRush and check the KD for the keywords you’ve chosen. It shows how hard you’d have to work to get your website page shown on the Google Top 10. The “work” mainly includes getting backlinks.

KD gives you an idea of the…

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