How 3 Different Enterprise SaaS Content Strategies Work (With Examples)

SaaS is a fantastic niche that allows for a lot of creativity and testing when it comes to SEO content creation.

This is because user journeys may be different. In e-commerce, for example, a user will search and then make a purchase. But in SaaS, then the person doing the research may need to pass it on to other internal stakeholders to make the purchase or final decision.

This is why building different content repositories can be powerful. Three of the most powerful types of content repositories I’ve experienced working with a number of SaaS companies over the years don’t involve “the blog”.

These are:

  • Educational content.
  • Comparison content.
  • Support content.

Comparison content repositories

Consumers in the SaaS space, when searching with queries for solution leads, will also use “against” and “alternative” queries to find service providers who may not rank well for product phrases. fame.

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This expands the competitive landscape outside of the one that ranks the first page for typical target phrases.

It’s worth doing, using business intelligence combined with metrics like search volume to prioritize which comparison pages to generate.

The goal here is not to generate high volumes of traffic, as anyone looking for Brand X over Brand Y will have some level of education in the market and can probably be close to converting.

Gitlab comparison repository

Gitlab has a large comparison repository which, at the time of writing this article, comprises 123 pages and ranks for 3,024 keywords, generating approximately 11,000 sessions per month (Semrush US).

It is a powerful content hub, as Gitlab has a product offering that overlaps widely with a number of other vendors.

These comparison pages allow users looking for specific product features to put Gitlab on their radar when at first glance a DevOps platform may not seem relevant (depending on the consumer’s market knowledge).

Screenshot from About.gitlab.com, July 2021

It also acts as a tool to take users to the next level of the funnel with Gitlab, and the links to these pages are prominently linked from the home page.

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Concept comparison pages

Notion has taken a different approach to comparison content by distinguishing two of its main competitors – Evernote and Confluence – with specific comparison pages linked from the site’s footer.

These pages capitalize on market insight, generated by general marketing and reputation, with Evernote comparison pages ranking for 208 keywords and Confluence page ranking for 82 keywords.

Educational content repositories

Providing a single “value proposition” or examining the search intent of keywords in a linear fashion can be difficult. Organizations as a service tend to have varying customer bases with different levels of needs, purchasing power and technical capabilities (and knowledge) around the product, as well as a narrow approach to optimization for organic users.

This is why the content hub / SEO divide approach is so powerful in this niche.

In terms of a traditional SEO view, this creates a lot of good content, including a number of target keywords and their variations.

From a broader perspective, producing strong, non-commercial content covering a large number of topics (and search queries) in a well-structured (and internally linked) area of ​​the website creates a content repository with a large number of variable user value propositions aimed at users at different stages of their journey.

It also helps to improve the topical relevance of the field as a whole.

When a SaaS client released the first section of what became a large, comprehensive “learning center” in mid-2017, Google began to explore and see value in this area of ​​content.

The website has also started to improve the ranking of a number of business-relevant phrases on more business-oriented landing pages.

This learning center, four years later, now ranks for around 151,247 keywords (including 31,000 on the front page). It generates 1,378,281 organic sessions per month, or roughly 25% of the domain’s estimated total organic traffic.

Organic traffic from the SaaS learning center (Semrush estimates)Screenshot of Semrush, October 2021

When creating educational repositories like this, it is important to be as commercially agnostic as possible. The goal of this content is to improve the relevance of the domain and bring users to the site.

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Including strongly commercial CTAs and sales language on these pages can dilute their value propositions and limit ranking potential.

Google examples of these content hubs in the wild include:

  • The Imperva Learning Center.
  • Atlassian University.
  • Asana Academy.
  • Adobe Learning Center.
  • StackPath Edge Academy.

Educational repositories also create a truly natural place in a website’s architecture to include large glossaries of terms that can be linked internally to both learning center pages and business pages.

Support content repositories

When I start working with a SaaS (or tech) company, the support section is one area where there are often “quick wins” in terms of increasing relevant traffic and producing content.

The reason I say “fast” in terms of producing content is that all the content needs to do is satisfy the user’s request.

For a large number of articles and supporting entries, these may be short sentences of two or three sentences that link to the documentation or other articles / pages.

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To find the questions you need to answer in your support documentation, you need to use and combine a number of sources:

  • Google People Also Asked (PAA) functionality.
  • Reddit, Quora, StackOverflow – Anywhere that users can ask questions related to your brand / product.
  • Third-party SEO tools that allow question filtering.

In this process, you may also find things to include in your other repositories, but you want to focus more on your brand / product here.

By focusing on the support center, you can dramatically increase the value it brings to your site as a whole.

For example, in the graph below, optimization, pruning, and consolidation started in mid-2016. Creating relevant support articles has become a feature of new GTM products (Marketing Strategies) to continuously add content to this area of ​​the site.

Organic Performance Help CenterScreenshot of Semrush, October 2021

Conclusion

Your strategies for creating content and organic demand will vary depending on your customer’s current status in the market, as well as the competitiveness of the niche.

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The above content areas traditionally work well in the majority of niches, but should be prioritized based on content production capabilities and filling in the gaps in more “traditional” SEO areas first.

* All data used is publicly available through third party tools.

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Featured Image: Sammby / Shutterstock

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About Shirley L. Kreger

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