{"id":26304,"date":"2022-03-16T01:11:48","date_gmt":"2022-03-16T01:11:48","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=26304"},"modified":"2024-05-23T07:41:00","modified_gmt":"2024-05-23T11:41:00","slug":"content-that-impacts-seo","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/content-that-impacts-seo\/","title":{"rendered":"Creating SaaS Content That Impacts SEO"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Successful content finds the balance between writing for search engines <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">humans. With SaaS, it\u2019s vital to produce content that speaks to nagging questions and pain points in alignment with your target customer base &#8211; optimizing this content for search is what increases the visibility of content. Can you have content that speaks to customers and Google? Yes.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>The Importance of Creating Content for SaaS<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Quality content marketing has the potential to achieve a multitude of things for your brand, including vanity engagement metrics such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An increase in impressions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improved click through rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase inorganic traffic.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It can additionally lead to deeper social engagements with your brand such as social shares, which can lead to a greater circulation of brand awareness and drive additional traffic back to the site.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, amongst all of the potential benefits that might come from investing in content marketing, the real end-game boils down to two: Conversions and customer loyalty.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>What is SaaS Content?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">65% of B2B content consumers agree they prefer credible content from an industry influencer &#8211; <\/span><i><span style=\"font-weight: 400;\">That\u2019s where SaaS content comes into play. <\/span><\/i><span style=\"font-weight: 400;\">In order to deepen a brand\u2019s relationship with potential consumers, as well as retain existing buyers, they need to position themselves as a partner in the buyer\u2019s goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SaaS content relies on data-driven insights to produce factual, actionable, and resourceful content that consumers can leverage as a fixture to make their life easier. Quality SaaS content lets customers lead creation, developing content across the entire buyer\u2019s journey.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>How B2B SaaS Content Differs From B2C Content\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With B2C, content relies less on data-driven pull but rather employs an emotional one in order to convince consumers to, well, consume their product. These two approaches to content marketing differ across four main areas:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Intent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Messaging<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Channel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Format<\/span><\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td><b>SaaS Content\u00a0<\/b><\/td>\n<td><b>B2C Content\u00a0<\/b><\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data-driven.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Intends to position itself as a thought leader in its industry.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creates content that touches on all pain points of the buyer\u2019s funnel, showcasing how the product helps solve the customer\u2019s problem.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">LinkedIn is the primary way to circulate content.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Blogs, whitepages, case studies, guides.\u00a0<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Emotionally Compelling.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Intends to convince consumers that they are the most cost-effective and emotionally satisfying option.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creates content that veers towards becoming viral, emotionally compelling, and satisfying.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Benefits from promoting across all social media channels.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Blogs and live social media marketing.\u00a0<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><b>Intent<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">When you hear SaaS or B2B content, you\u2019ll probably hear the term \u201cthought leadership\u201d as well. This isn\u2019t just a buzzword &#8211; It\u2019s also the <\/span><i><span style=\"font-weight: 400;\">intent <\/span><\/i><span style=\"font-weight: 400;\">of SaaS content, aiming to position itself as a thought leader in its space to convince decision makers within a company that its brand is the most knowledgeable to help them hit their goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B2C companies aren\u2019t trying to necessarily convince you that they\u2019re the expert in a particular good amongst a sea of competitors, just that they are the best choice for a particular personality or lifestyle. Consumers want to feel heard, seen, and empathized with.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Messaging<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">When companies seek out a SaaS provider, they\u2019re looking to optimize a particular part of their operations. SaaS content prioritizes messaging that clearly showcases a brand\u2019s pain points across the entire funnel, ultimately positioning itself as the solution. This might look something like this:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Top Of Funnel: \u201cWhat Is Content Marketing?\u201d\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Middle of Funnel: \u201cHow to Use Content Calendars to Effectively Scale Content Creation.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bottom of Funnel: \u201c5 Ways [SaaS Provider] Can Help Manage Large-Scale Content Production.\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">From top to bottom, this strategy highlights a pain point that the consumer might be interested in, like content marketing, then builds targeted articles to showcase its knowledge in scaling content. It positions itself as the choice option for solving the consumer\u2019s primary pain point.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Channels<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Promotional efforts for SaaS content can seem limited compared to those found with B2C content. This is because the target audience is much smaller than your general consumer of goods. While SaaS content can still gain traction across all social media channels, typically professional networking sites like LinkedIn are the best option for connecting with target customers &#8211; A company\u2019s decision makers.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Format<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Since SaaS content aims to build trust between its brand and potential customers, it needs to position itself as\u00a0 a credible influencer in its industry. Produce a mixture of the following:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data-driven blog content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Whitepapers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Case and use studies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Guides<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These help inform customers of a SaaS provider\u2019s capabilities to solve their unique problems while also showcasing examples of when they did successfully support clients in overcoming challenges. Conversely, B2C content shoots for virality, hoping customers have an emotional reaction to content and come back for more.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Benefits of SEO Content Optimization<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When search engine optimization (SEO) and content form a marriage, it truly is a beautiful thing. SEO not only achieves greater visibility for published content, driving traffic to the site and thus increasing the potential for conversions, but also supports the creation of content that your users actually care about.\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Improved Keyword Rankings: <\/b><span style=\"font-weight: 400;\">68.4% of high volume keywords are attributed to content that has been live for almost a year. Optimizing content for a primary keyword as well as associated, secondary keywords can help increase keyword rankings long term.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Increase Impressions and CTR: <\/b><span style=\"font-weight: 400;\">Leveraging keyword optimization (partnered with technical SEO best practices) to regularly update metadata and headers can encourage content to pick up new keywords and increase visibility within the SERPs for targeted queries. The more impressions, the more times content appears in results, and the higher potential for users to click through to your content.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Drive Traffic to Other Pages: <\/b><span style=\"font-weight: 400;\">53% of B2B sessions are generated through organic search. Improving organic rankings can lead to more traffic across other pages on your site. Implementing thoughtful internal linking and CTA strategies within a particular piece of content can drive traffic to pieces of content across the funnel, leading users to converting product, solution, or other landing pages.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Establish EAT: <\/b><span style=\"font-weight: 400;\">When selling products and services to other businesses, you&#8217;re not only asking them to trust you with their money and resources but their <\/span><i><span style=\"font-weight: 400;\">data<\/span><\/i><span style=\"font-weight: 400;\"> as well. Understandably, this requires a lot of trust. Creating well-researched, data-driven content, written by credible thought leaders within your industry sends EAT signals to Google that reaffirms your brand is the right choice to return results for a specific query.<\/span><\/li>\n<li aria-level=\"1\"><b>Deepen Your Relationship With Users: <\/b><span style=\"font-weight: 400;\">A potential customer needs to consume at least three to five pieces of credible content before even considering engaging with a sales representative, let alone committing to a contract or buying a product. Credible content that speaks to the customer\u2019s pain points and clearly identifies how to solve them positions itself as the choice solution. Internal links to MoFu and BoFu moves users to additional content for them to consume, deepening their trust along the way.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Where Does SaaS Content Usually Fail?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Ideally, you\u2019ll get your SaaS content right on the first try. Realistically, you\u2019ll adjust your approach a few times before you hit a sweet spot. Content that impacts SEO is a marathon, not a sprint, and takes consistent maintenance to move in alignment with your industry, customers, and their needs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To understand how to create quality content that impacts SEO, first understand where SaaS content typically fails.\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Lack of Content Strategy: <\/b><span style=\"font-weight: 400;\">Without a content strategy in place, there is little or no roadmap to follow when producing impactful content. Conduct market research, investigate what competitors are doing right, and identify gaps that you need to close in order to catch up.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Targeting Too Many Users: <\/b><span style=\"font-weight: 400;\">Plainly put &#8211; Your product is not for everyone. And that\u2019s okay! While you would love to convert every type of user into a customer, if you try to speak to all of them at once you\u2019ll create a piece of generic content that, in actuality, speaks to no one. Identify the user who is the best fit for your brand and let them lead your content creation process.<\/span><\/li>\n<li aria-level=\"1\"><b>No Keyword Research: <\/b><span style=\"font-weight: 400;\">Keyword research delivers insights into what actual users are searching for, which can naturally lead to topic ideation. Write for what users want to know and optimize metadata accordingly to increase visibility within the SERPs.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Focusing on Search Volume: <\/b><span style=\"font-weight: 400;\">While broad, head terms with a 10,000 or more monthly search volume is enticing, these terms are also the most difficult to rank for due to their competitiveness and usually aren\u2019t in alignment with your user\u2019s search intent.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Lacking Data: <\/b><span style=\"font-weight: 400;\">When writing for SaaS, there is a greater emphasis on credibility and EAT. Well researched, data-driven pieces are what deepens a potential customer\u2019s confidence in your brand.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>What Defines Quality Content, Anyway?\u00a0\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/support.google.com\/websearch\/answer\/9281931?hl=en\"><span style=\"font-weight: 400;\">Google Quality Guidelines<\/span><\/a><span style=\"font-weight: 400;\">, quality content posses the following characteristics:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Has a high level of EAT<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Contains quality, credible body context that is in alignment with the intent of the main content.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Has relevant and descriptive metadata and title.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rich and updated information about the brand, maker of the website, and\/or author of the page in order to show the user why they should trust the content.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quality DA for the website housing the content.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Customer Generation: Create SaaS for Search Engines and Humans<\/b><\/h2>\n<p><a href=\"https:\/\/directiveconsulting.com\/ca\/customer-generation\/\"><span style=\"font-weight: 400;\">Customer generated content<\/span><\/a><span style=\"font-weight: 400;\"> places the customer in the driver\u2019s seat of all campaign creation &#8211; including content creation &#8211; In order to drive sales quality leads (SQL) over marketing quality leads (MQL).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The aim of this approach is to drive leads that are most likely to convert rather than drive a mass amount of broad traffic back to converting pages.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lean Into SQLs Rather Than MQLs<\/b><span style=\"font-weight: 400;\">: Would you rather have 1000 people see your content or 25 people who you <\/span><i><span style=\"font-weight: 400;\">know <\/span><\/i><span style=\"font-weight: 400;\">are going to convert? Invest in a targeted content creation process where you define your ideal buyers who are a fit for your product or service and create content for them by centering it around their pain points. This results in niche cluster content optimized for long-tail keywords as you move deeper into the buyer\u2019s journey and <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/customer-led-marketing-operations\/\"><span style=\"font-weight: 400;\">connect the dots between users, content, and your product<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li aria-level=\"1\"><b>Meets Your Customers at Every Pain Point in Their Journey: <\/b><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/customer-led-seo-solutions\/\"><span style=\"font-weight: 400;\">Content that is designed for both SEO and buyers<\/span><\/a><span style=\"font-weight: 400;\"> should deliver a holistic understanding of how a customer fits into your product and, conversely, how your product can partner with a user to hit their goals. Develop content across the entire buyer\u2019s journey and leverage internal linking and CTAs to guide them to optimized product pages.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Incorporate Creative Design, Deliver Empathetic Content: <\/b><span style=\"font-weight: 400;\">Users not only respond to the information presented but also the <\/span><i><span style=\"font-weight: 400;\">way in which<\/span><\/i><span style=\"font-weight: 400;\"> this information is presented. <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/customer-led-creative-positioning\/\"><span style=\"font-weight: 400;\">Leverage a thoughtful page design<\/span><\/a><span style=\"font-weight: 400;\"> that not only makes the content easy to understand, information easy to find, but also warm, engaging, and definitely not overtly promotional.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>How to Write SEO Content That Impacts Google and Customers\u00a0<\/b><\/h2>\n<h3><b>Turn to The Competitive Landscape to Gauge Potential\u00a0\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You don\u2019t need to reinvent the wheel in order to be successful. Some of the greatest successes have been thought leaders who looked at their inspiration, identified where they could improve, then executed it in their own product. Lean on the inspiration already available to you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leverage tools like SEMrush\u2019s keyword gap tool to compare your site against industry competitors. Specifically look at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Weak keyword gaps: Where you and your competitor are ranking, but they\u2019re winning.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Untapped keyword gaps: Keyword opportunities you have yet to begin to rank for.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Scrape this analysis and pull out keywords that are in alignment with your ideal customer.\u00a0<\/span><\/p>\n<p><b>Pro Tip: <\/b><span style=\"font-weight: 400;\">When identifying competitors to analyze, go beyond your immediate industry competitors. Once you have a selection of keywords, plug them into a manual Google search to see what is ranking on page one. These are your competitors for this particular keyword. Turn to their content to identify how to produce a competitive piece.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Conduct Niche Topic Exploration<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once you have a direction, based on keywords pulled from a gap analysis, explore associated topics, themes, and questions potential customers are interested in. This will develop a robust collection of topics to create content around.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you get more niche with your topics, you\u2019ll notice more long-tail queries with considerably low search volume. Say it louder for the people in the back: Embrace the long-tail keywords. Here\u2019s why:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They are typically less competitive and, therefore, easier to rank for.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They speak more closely to what users are actually asking than a broad head term does.\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Pro Tip:<\/b><span style=\"font-weight: 400;\"> SEMrush\u2019s content marketing topic research tool is a great resource for automating this process. Plug in your primary keyword or theme and receive a populated list of associated topics, search volume, and common questions scraped from Google\u2019s people also ask section.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Organize a Plan of Attack into a Content Calendar<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">So you have a lot of potential and opportunity but no organization. Organize your target keywords into a content calendar to develop a concrete path forward with content strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To produce organized content production, lean on the topic cluster approach. This is where you have a piece of pillar content that serves as an anchor of which niche, cluster content lives. Going back to our content marketing example, this might look like:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pillar page:<\/b><span style=\"font-weight: 400;\"> A long-form piece on \u201cThe Ultimate Guide to Content Marketing.\u201d This provides a high-level overview of essential, need-to-know information about content marketing.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cluster content: <\/b><span style=\"font-weight: 400;\">\u201cX Steps to Conducting Keyword Research for Content.\u201d After reading the ultimate guide, the user wanted to learn more about how to do keyword research. This piece of content goes into greater detail about a specific question related to the original pillar page.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cluster content:<\/b><span style=\"font-weight: 400;\"> \u201cWhat Metrics to Look At When Measuring The Success of Content.\u201d This is another piece of content that dives deeper into a question that might have stemmed from reading the original pillar page.\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Pro Tip: <\/b><span style=\"font-weight: 400;\">When developing a plan of attack, tackle one to two pillar pages and associated cluster content per calendar. Build a solid foundation for a specific topic before moving into another one.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Build Out Keyword Research for Specific Topics\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Develop pillar and cluster content around primary keywords, flesh out the bulk of the content using secondary keywords as support.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When building content, turn to related or variations of the primary head term to build out additional headers. This will add structure to your content while also delivering SEO value.\u00a0<\/span><\/p>\n<p><b>Pro Tip: <\/b><span style=\"font-weight: 400;\">When conducting keyword research, explore related and broad match keywords, as well as questions to expand on your primary term.\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Design Content for UX<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Long gone are the days of needing<\/span> <span style=\"font-weight: 400;\">to hit a certain word count above 1,000 words in order to be seen as competitive. If the answers your user is looking for is lost within a mass of fluffy filler content, then your content is rendered useless. Good content is:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Findable: Easy to navigate to and, more importantly, return to.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Accessible: Can be used by all individuals, regardless of education level, experience, or disability.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Useable: Readers can engage with the piece in a frictionless way and find the answers they need.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Understand the key information your customers want to know and ensure it is presented in a clear and consistent manner.\u00a0<\/span><\/p>\n<p><b>Pro Tip<\/b><span style=\"font-weight: 400;\">: Include internal links around these key areas to encourage engagement and move user\u2019s through to other valuable pieces of content or converting landing pages.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Implement Thoughtful Interlinking and CTA Strategy<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Speaking of internal links\u2026\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is your opportunity to essentially take the user\u2019s hand and guide them through your site. Lead them to the solutions to their nagging pain points (Spoiler: It\u2019s you. Your product or service is the ideal solution).\u00a0<\/span><\/p>\n<p><b>Pro Tip: <\/b><span style=\"font-weight: 400;\">Include internal links according to the buyer\u2019s journey. If the article is a top-of-funnel topic like \u201cWhat is Ecommerce Inventory Management,\u201d you might consider interlinking to middle-of-funnel pieces like \u201cHow to Use Shopify to Optimize Inventory Management\u201d or \u201cHow to Create the Best Product Bundling Strategy for Inventory Management.\u201d This moves users deeper into the funnel and closer to converting.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Incorporate Customer Led SEO Content Writing Tips<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Accessible and usable content does the following:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No jargon: Don\u2019t assume every potential customer has the same background knowledge, or leave the user feeling confused and ashamed for not already knowing a concept.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Active language: Create actionable content.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Speak to the user: Customer led content places the user\u2019s needs first.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short sentence structures: Quality over quantity. Explain concepts concisely.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>Create Resourceful Content Not Promotional Content\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">User\u2019s don\u2019t want to buy something that\u2019s being pushed without an explanation of why they need it. Producing content that is overly promotional can position your brand as caring more about a sale than actually improving the life of your customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Develop content that prioritizes helping the user first before getting them to convert. Include organically placed internal links and CTAs to product, solution, and converting pages as a subtle addition to the context.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>How to Scale Your SaaS SEO and Content Efforts<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As your SaaS content efforts begin to ramp up and gain traction, you might find yourself seeking opportunities to scale production.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Lean on Content Management Tools<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Content management tools can serve as an invaluable addition to your suite of resources. It can create a single source of truth for your content team, where you can map out all topics in the pipeline, each article\u2019s associated workflow, and where you are in the process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">General project management tools like Asana have opportunities to leverage already built editorial calendar templates to keep tabs on content workflow. Content specific platforms such as Airtable, provide an even more detailed way of managing content creation from ideation all the way to hitting publish.\u00a0<\/span><\/p>\n<h3><\/h3>\n<h3><b>Recruit Help from Third-Party Experts<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Oftentimes, it takes a team to achieve something great &#8211; and this doesn&#8217;t necessarily need to be exclusive to your internal team. If you\u2019re struggling to find the resources to dedicate the attention needed for creating a profitable content strategy, consider <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/discovery-call\/\"><span style=\"font-weight: 400;\">partnering with an external team that can generate customer-led content<\/span><\/a><span style=\"font-weight: 400;\"> on your behalf.This can free up time on your internal team while adding manpower to efficient scale.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Outsource Writing\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The tricky part of writing SaaS content is the greater emphasis on developing credible content written by industry experts. You\u2019re off to a great start, producing a handful of credible, data-driven content every single month. Suddenly, the demand increases, and now you need to produce double (or even triple) the amount of well-researched content within the same timeframe.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you find your team is struggling to develop a large volume of content or content that delivers the deep knowledge of a technical topic, connecting with knowledgeable writers within your industry can help relieve stress of your content workflow.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/directiveconsulting.com\/ca\/join-society\/\" target=\"_blank\" rel=\"https:\/\/directiveconsulting.com\/ca\/join-society\/ noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-25565 size-full aligncenter\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2020\/04\/Join-CTA-BG.png\" alt=\"\" width=\"2048\" height=\"930\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/04\/Join-CTA-BG.png 2048w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/04\/Join-CTA-BG-300x136.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/04\/Join-CTA-BG-1024x465.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/04\/Join-CTA-BG-768x349.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2020\/04\/Join-CTA-BG-1536x698.png 1536w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Successful content finds the balance between writing for search engines and humans. With SaaS, it\u2019s vital to produce content that<\/p>\n","protected":false},"author":61,"featured_media":26305,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[29,56],"tags":[150,151,152,161],"class_list":["post-26304","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-seo","tag-saas","tag-saas-content","tag-saas-content-marketing","tag-saas-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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