Every SaaS company wants more users. We found out that one of the best ways to do that is to leverage content marketing and generate website traffic that converts into users.
Today, content marketing is invaluable for acquiring customers and building a brand
In this blog post, We want to share a case study of one of our SaaS clients who were able to get 5000+ sign-ups within three months. Here, we will be sharing the content marketing strategy that we used to achieve that result
If you’re looking to leverage content marketing for your business. Then, please book a call with us
A little Bit of Background About This Project
Last year, a SaaS company reached out to us, looking for an SEO audit on their website. By not revealing too many details about our client, all we can say is that they are a ‘Reporting Tool’ in the SaaS space.
At that time, they were generating close to 2k+ monthly traffic, and they were hardly getting 200+ sign-ups per month for their tool.
After a strategy call with their leadership team, we decided to focus more on content marketing. The goal was to increase brand awareness and generate more sign-ups.
Over the next five months, we created a content marketing machine that focused on their ideal customer profiles (ICP)
The results?
Within three months after our work, we generated over 5000+ sign-ups for our client through our targeted content distribution. Their monthly recurring revenue shot up by 4X as more people signed up for paid plans.
This led to a decrease in their Customer Acquisition Costs, as they acquired users through website content instead of spending money on ads and whatnot.
Content marketing can not only help SaaS companies attract the right kind of users, but it can also help retain those users. Here, let’s talk about the steps we took to grow our traffic to 30k+ users per month and contribute to 5k+ tool sign-ups in three months
1) Planning Content For The Entire SaaS Funnel
For our client, when it comes to reaching more people it wasn’t just about volume — it was about targeting the right audience with precisely the right content. That’s the reason why we didn’t want to publish content for the sake of content.
Instead, our approach was to tailor content for each stage of the sales funnel. Where we created content to target buyers from the very early stages of the process to helping them make the purchase decision for our tool.
A sales funnel consists of three segments:
a) Top of the Funnel (ToFu)
The ToFu content is created to spread awareness about the product and the solution that we offer. In this stage of the funnel, users are not aware about your product or the solution that can solve their specific problem.
For our SaaS client, we created educational blog posts and focused on explaining different concepts related to their industry. We also made some beginner tutorials about their product category
b) Middle of the Funnel (MoFu)
MoFu content nurtures your visitors and answers their underlying questions. It provides more detailed information about your product (or) the solution.
When it came to our client, we focused on creating MoFu content that talked about the best alternatives and pro tips for driving better results in their business using our tool.
c) Bottom of the Funnel (BoFu)
BoFu content aims to convert visitors into customers. At this stage, your content should provide solid reasons for your customers to opt for your product.
For our client, we found out that the best BoFu content was to talk about the use cases of our tool. As their tool was targeted to B2B businesses, we knew our content should demonstrate its ROI to customers before they sign up.
For creating content we focused our efforts on ToFu content (30%), MoFu content (30%), and BoFu content (40%). The reason why we prioritized BoFU content is because of it’s high conversion rates. As you read along this article, you will understand another reason to why we prioritized BoFu content
2) Keyword Research: The Foundation of Content Marketing
Keyword research forms the backbone of effective content marketing. As in the above step, we nailed down the content distribution for our client. It was time to choose the right keywords that could help us create content for each stage of the funnel.
Throughout our agency, we rely on tools like Ahrefs to identify low-hanging fruits.
These keywords aren’t typically competitive and don’t require a high authority for a website to rank. However they bring little to no traffic to our websites, but this tiny investment of traffic can build up over the period
To find the low-hanging fruits in Ahrefs, We often filter keywords with a difficulty score of less than 25 and a monthly search volume of 20–300 per month.
When it comes to keyword research, you can get stuck. To keep generating new keyword ideas that fit your criteria, do this:
- Generate Keyword ideas from your competitors
- Use forum sites like Quora and Reddit to find the pages ranking for keywords relevant to your industry
- Take suggestions from ChatGPT to generate ideas for your keyword research
3) Using AI to Generate and Publish content
Even though it has been just a year since AI tools have flooded the market, interestingly, a statistic says that almost 10% of all internet content is filled with AI content.
It’s no doubt that, AI holds immense promise for content creation. Yet sometimes the raw AI-generated content can feel robotic and disjointed, leading to a poor user experience.
Search engines like Google can detect most AI tools. However, till now, Google has not introduced any guidelines for penalizing AI content.
This means websites can rely on AI for their content creation process. But in most cases, websites can’t expect AI content to rank if they mindlessly copy and paste AI content on their website with barely any edits.
So no matter what, if you choose to write content using AI or by yourself, you need human intervention. This is why we at ‘Pulling Off Strategies’ have dedicated SOPs among our human editors and writers.
From drafting to publishing, we create dedicated outlines for each topic and use AI writing tools to generate content on a blank page. Once our writers and editors make the necessary changes in the draft and add their valuable insights, we then optimize it to get the blog post published
To get optimized and ranking content pieces published on a website, we use multiple tools like:
- SurferSEO for content optimization
- ChatGPT and Claude AI for research insights
- Mix of AI writing tools to write content
4) Crafting Templates for BoFu Content Pieces
So far, we jotted down the content plan, found the keywords, and started using AI for content.
At one point during our project, we stumbled over this concept of templatizing the content from Brian Dean.
Through our keyword research, we struck gold when we discovered some keywords that focus on the Bottom of the Funnel (BoFu) audience. So we found a way to create content templates for BoFu keywords, and developing templates for your BoFu content was time saving.
Not to mention it also streamlines your content production.
As we said earlier, our clients owns a ‘Reporting Tool.’ So, we created pages that shared reports, which was one of their existing features.
Also by crafting 2–3 templates for their other categories like features, and integrations, we were able to publish over 25+ such content pages.
These pages now contribute to more than 20% of the website traffic, and they belong to the BOFU content category.
The best part is that these particular content pages have higher conversion rates for sign-ups compared to other pieces of content
5) Building High Quality Backlinks
In most niches, especially in the SaaS space, you can’t expect content to get ranked by just optimizing it, you need backlinks too.
We assume some of you might know that previously, Google said backlinks are not among the Top 3 ranking factors. However, when you look at numerous SERPs (Search Engine Results Pages), they tell you a different story.
Anyhow we believe backlinks are still a contributing factor. However, Google might not weigh it as much as it used to while ranking. But we can’t see a way to outrank your competitors in an authoritative space without link-building
Backlinks play a significant role in getting your optimized content pieces ranked as they boost the overall authority of your website.
For this client, our backlink strategy involved creating high-quality content and was aimed to make our content link-worthy. Initially, we used outreach to scale backlinks.
Mostly our outreach system successfully got our client’s website backlinks like:
- Guest Posts
- 2-way link insertions
- Three-way link exchanges
Apart from the above link building, we love to do HARO and other journalist outreach for our clients because this sets their content apart. Because acquiring high-quality links from media outlets and other publication mentions sends a positive signal to search engines.
During our sprint, we built around 100+ backlinks for our client. The best part was that once our BoFu pages and other content started ranking in the top 3 results of Google.
We started getting backlinks without any outreach. Hence, this helped us focus our efforts on further optimizing content pages that were already ranking, and it also gave us leverage to create new content on the website.
Wrap Up
You should know that content marketing requires careful planning and an understanding of your target audience and company goals.
For most companies, investing in content marketing can pay dividends. For example, this SaaS client of ours now enjoys month-on-month organic traffic without worrying about paying money for ads for any sign-ups.
Given the competitive nature of the SaaS landscape, the practices mentioned in this blog post are no longer optional — they’re a necessity.
Tailored content planning, solid keyword research, human-edited AI content, and a scalable backlinking strategy can boost your sign-ups, and this will improve your bottom line.