How do you get attention for your brand without overspending on resources in a saturated market?
It’s a question of ‘how do you rank and win?’, which means placing high organically on Google for important keywords in your market.
To do this, you must commit to the craft of content marketing. It also helps to have an authentic and quirky voice. Let’s explore how the right strategy and voice helped our client achieve organic authority.
- Use a flywheel diagram to help you define and meet your content goals.
- Create KPIs that align with your content goal to understand its true ROI.
- Be consistent in publishing and follow your blog strategy to ensure you meet your content marketing goals.
The Problem: Startups Start from Behind in Saturated Markets
SaaS startups don’t have the good fortune of being unique anymore. Now, they have to be better than their competitors to get market attention. They may not be inventors, but they can be innovators.
Attempting to gain thought leadership in a market where many experts are smart and publish great content isn’t easy. To rank well organically on critical keywords, they need a voice and a method.
This is a case study of how we helped one of our clients, a SaaS company, achieve its goals with content marketing.
The Action: Creating a Voice and a Method
The brand created a funky, conversational, and banter-heavy content strategy. The content was interesting enough to consume without sounding too salesy or out of touch. The company has taken to heart one of our tenets of content marketing—be the best answer on the internet.
They have two defined personas that work in the world of content. To resonate with their target buyers, they use thought leadership content. They do this by innovating content, not inventing it, and doing research on keywords and audience pain points. They didn’t invent the market, instead, they are the answer to a need of the market. This fact reflects in their content.
The team created a flywheel diagram, an idea from the Jim Collins book, The Flywheel Effect. The diagram describes a repeatable process that adds growth each time the process is used. At the top was ‘increase traffic to the site.’ From that, a cycle would trigger. Traffic generates demos and trials. Those become sales. The brand achieves more recognition, translating to increased profits. In the end, there is a reinvestment in R&D, sales, and marketing.
Then it starts over again. This process isn’t possible without content. Content that is of high quality, uses SEO best practices and is interesting wins traffic. The brand is winning, accomplishing great returns for its investment in content marketing.
What’s great about the returns from content marketing is that they are continuous, as the flywheel suggests. Its return on investment (ROI) is much higher than investing in paid ads alone.
The SaaS company’s content strategy was blog focused, so the KPIs (key performance indicators) reflect this. The content analytics that was the most valuable here were the blog pageviews, assisted conversions, and blog subscribers. Assisted conversions describe when a user clicks from a blog page to a conversion (i.e., a content download, or a free demo sign up.)
Those numbers were what they kept an eye on, finding some exciting results.
First, they saw steady returns on traffic from content marketing. As they added more posts per week, the views hit a spike. They now publish about four posts a week and have a blog strategy. It includes a mission statement, frequency, resources, and budget.
The company learned that volume was instrumental to the success of the blog. They also learned that 80% of traffic to their blog is new. That’s a considerable amount, which means they don’t have to worry about writing about the same topics. They simply need a new angle.
They have six themes in their content cluster. To ensure they meet their content goals, they have a structure and workflows for ideation and planning.
The Results: Traffic Spikes and Ranks Are Up
The company now ranks in the top five for an impressive list of keywords. Blog traffic continues to rise. They are almost meeting their goal of four blogs a week, averaging 3.5. They believe in their flywheel and that it only works with exceptional content.
If you are ready to get more traffic to your site with quality content published consistently, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books (a whopping $29 value). Get started today–and generate more traffic and leads for your business.