April 13, 2024

The creator’s views are completely their very own (excluding the unlikely occasion of hypnosis) and will not all the time replicate the views of Moz.

In as we speak’s Whiteboard Friday episode, professional content material strategist Chima Mmeje talks you thru the six high content material codecs SaaS model can give attention to to drive income.

infographic outlining 6 content types for SaaS companies to prioritize

Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

Hello, my title is Chima Mmeje, and I’m a SaaS content material strategist at zenithcopy.com. I write long-form content material, and I additionally use subject clusters as a type of content material technique for SaaS firms. As we speak, I am speaking to you about six moneymaking content material codecs to prioritize for SaaS firms.

Now, earlier than I get into all of this, I simply wish to begin by saying that when constructing clusters or when doing analysis or when creating content material, you need to all the time begin from the underside to extend your probabilities of rating after which make your strategy to the highest. The reason is that on the high of the funnel, the key phrases are extraordinarily aggressive, it has tons of search quantity, and the probability of a small enterprise or of a small web site rating for these key phrases could be very uncommon, in reality, nearly by no means occurs.

However for those who begin from the underside, then you may choose one key phrase, one key phrase, one key phrase, rank for these, make your strategy to the center, after which on the high, use your pillar contents to carry every little thing collectively. Do not get grasping. All proper. Now that now we have that, I am simply going to indicate you six key phrases that I believe have essentially the most impression for moneymaking on the backside of the funnel.

1. Finest

The primary one is better of key phrase. Now, this key phrase is so good as a result of it really suits into the funnel on the center or on the backside. It is also a evaluate kind of content material. Examples, greatest search engine marketing software for freshmen, greatest free search engine marketing instruments, greatest search engine marketing software for hyperlink constructing, greatest key phrase analysis software. Okay, this can be a gross sales enablement asset as a result of it is personalised to particular issues that the viewers is going through.

This isn’t simply search engine marketing software evaluations. That is search engine marketing software evaluations for freshmen. That is search engine marketing software evaluations for hyperlink constructing. All of them performing particular perform. Now, what this kind of content material does is that it permits you to showcase your model. It provides 10, 15 different rivals, tells the viewers what all these different instruments do, however positions your model as the most suitable choice for them.

Now, instance, I used to be attempting to get a software for podcast. I used to be pondering of making a podcast for the FCDC. After I was doing my analysis, I discovered a few of these better of instruments for podcasts. And two of the issues that stood out was Audacity and one other model title I am unable to actually bear in mind.

Now, my complete search, my complete search journey began and ended with greatest podcast software. And proper there, I made my resolution. So it is a fantastic asset for individuals who do not have time or who do not wish to learn content material on the high, center, backside. They’ll simply begin and finish their search with this kind of content material. Whereas customers normally belief third-party evaluate web sites as a result of they consider they do not have a vested curiosity, you also needs to take management of the narrative by creating this content material and displaying up on SERP, as a result of subconsciously, you are constructing belief.

In the event that they learn your content material earlier than ending on a third-party evaluate web site, they already affiliate your model with that resolution. 

2. Gross sales enablement

All proper. Subsequent one, gross sales enablement content material. Now, it does not get a number of love. It does not get a number of appreciation as a result of it is all the time working within the background. However that is the cream of kind of content material format to create. Cause being that for those who get it proper, the precise gross sales enablement content material goes to maneuver somebody from, “Is that this the precise resolution for me?” to, “That is positively what I must be getting.” Examples, video testimonials, case research, personalised touchdown pages, white papers, product demos. Now I wish to just a bit bit dig into how you need to use this to unravel issues in your viewers. Video testimonials.

Say a consumer involves you and so they have particular issues. You have constructed your purchaser personas, you have marked out the issues that the viewers is going through, and you’ve got linked options out of your product to every of these issues that the viewers faces. Now, you are not simply going to ship them generic video testimonials. You are going to ship them video testimonials that you’ve got created speaking about how your product solves an issue, not simply any downside, a particular downside for a particular consumer base.

Now, for those who ship that personalised video to the consumer or to the prospect, they’ll see themself in that person who they’re watching, and by seeing themself in that particular person, they really feel that this resolution was created for them. It is the identical factor with case research. It is the identical factor with personalised touchdown pages. It is the identical factor with product demos and white papers.

They can’t be generalized. It’s important to map them into the customer’s journey. It’s important to map them into your purchaser personas that you’ve got constructed, and it’s a must to map them into issues and options for it to work. 

3. Competitor comparability pages

Subsequent one, competitor comparability pages. Now, these pages are so nice.

I really like them as a result of it permits you to present how your model works towards a competitor performing an identical perform. Now, the error that a number of the SaaS firms make is that they trash their rivals when creating competitor pages. Which means you are simply focusing all your consideration speaking about what your competitor does, and I am unable to actually inform the way you’re higher.

What you ought to be doing as a substitute is that you ought to be mining evaluations from evaluate websites, like Capterra, G2 and the remainder of them, searching for themes of complaints that your viewers has towards these rivals, after which utilizing these issues that you’ve got recognized to reverse-engineer and present how your product solves these particular issues. That means, somebody who’s searching for an alternative choice to Aurelius, possibly they’re coming from EnjoyHQ or Dovetail and so they’ve seen that you’ve got recognized the issues they confronted with EnjoyHQ or Dovetail, now perceive why Aurelius is a more sensible choice than EnjoyHQ or Dovetail.

Identical with Aurelius versus Dovetail. Now, one other false impression is that it needs to be both Aurelius or Dovetail penning this competitor evaluate. No, it does not need to be Aurelius or Dovetail. EnjoyHQ may create content material on these two. What they do is that their goal, they are saying Aurelius does this, Dovetail does this, after which on the finish, they use the conclusion to promote themself.

They discover frequent themes of issues that these two have. What are the issues that they’ve mined from this that additionally occurs on this? Then they use that within the conclusion to indicate how they remedy each issues in a single resolution. An instance is PandaDoc. PandaDoc created an answer or slightly they created a competitor touchdown web page for DocuSign and HelloSign.

On the finish, they point out the phrase “free.” They stated DocuSign and HelloSign solely offer you three e-signatures each month, however they gives you limitless e-signatures. Already that has captured my consideration. That has satisfied me as a result of if I am simply searching for solely e-signatures, then I am not going to go to HelloSign or DocuSign.

I will go to PandaDoc that offers me limitless e-signatures. Now, identical factor with evaluations. There is a false impression that third-party evaluate web sites are the one ones that Google likes to rank or that individuals belief when studying evaluations. However I believe you may take management of the narrative for those who stay goal, when reviewing your rivals, after which give attention to the core options that you simply do higher.

That’s the reason it is so vital to personalize your evaluations utilizing this type of greatest X, particular downside, particular viewers model when creating evaluations, so it is not simply generic. 

4. Pricing pages

Now, subsequent one, pricing pages. It is a core model asset.

It is navigational key phrase. You don’t want your rivals rating in your pricing pages. A mistake I maintain seeing is that pricing pages, they simply point out generic options after which they put the worth on the backside. The costlier your software is, the extra the onus is on you to justify your pricing by displaying the options which can be vital to the viewers. So you do not simply have generic pricing pages.

You’ve got accomplished your market analysis. You have accomplished your viewers analysis. What’s the resolution that they’re searching for? So as of significance, you begin to listing these options in your pricing pages as a result of that makes them really feel like this software is price paying for. Now, when you have add-ons in your software, and as your software turns into extra widespread, you begin to discover that individuals, the best way that your viewers searches for the pricing web page on Google or different engines like google modifications.

It is a generic seek for Zoom, Zoom pricing, how a lot is Zoom. However as you begin having extra add-ons, like Zoom Webinar, you begin seeing folks not simply trying to find Zoom pricing however trying to find that particular add-on pricing. This was a search that I made once I was pondering of utilizing Zoom Webinar for the FCDC. All proper.

5. Modifiers to obtain one thing

Subsequent one, modifiers to obtain one thing. That is simply an important group of content material to create as a result of it permits you to seize emails, and also you want these emails to feed one thing in your e-mail workforce to construct content material round. Now, examples, free templates, free plan. You may see I maintain mentioning the phrase “free” as a result of “free” is a magic phrase that will get folks to pay attention and click on. So what you do with that, whenever you’re doing all your key phrase analysis, you may simply filter by typing within the phrase template, plan, guidelines, calculator, spreadsheet, playbook, infographic, e book, after which the search outcomes out of your key phrase outcomes goes to only begin displaying solely researched data that mentions this stuff.

You may simply click on on all of that, export it right into a Google spreadsheet after which use that to start out creating content material. One other strategy to discover content material that requires downloadable property is whenever you plug in that key phrase on Google SERP, the SERP goes to inform you if you want to create an asset for it.

The third means is to take a look at the content material after which ask your self, “Will this content material be extra actionable with an asset?” For instance, for those who create one thing that requires a calculator, even when nothing on the SERP is displaying calculator, then it is smart to supply that asset. When you’re the primary particular person to supply that asset, then you definitely’ve given your self an edge.

You have given your consumer one thing greater than everybody else, and really quickly, you begin to discover that different folks begin following you. 

6. Personalised touchdown pages

Lastly, personalised touchdown pages. This solely works if you recognize your viewers and the issues that your product solves for them. Instance, scheduling software for mission administration. Now, let’s use Calendly for instance.

Calendly should have accomplished their analysis to find that a few of their audiences are mission managers that use Calendly to schedule conferences. That solely occurs from constructing purchaser persona and figuring out the issue that that viewers faces. Identical factor with UX analysis software program for designers. Anybody who’s creating this software, instance Aurelius, EnjoyHQ, Dovetail, should have constructed purchaser personas to find out that designers are one in every of their core viewers, UX researchers are one in every of their core viewers, copywriters are one in every of their core viewers.

Then they’ll construct personalised touchdown pages that focus on the particular resolution that these individuals are coming for, as a result of each viewers kind goes to have one thing else that they’re searching for in a product. And these are six ways in which you need to use these content material codecs to earn more money in your model.

Video transcription by Speechpad.com