Leverage Original Research and Real Customer Stories Blogging goes beyond content generation; it's actually about strategic thought leadership. From the general, low-level topics that were in vogue about SEO, we began writing decision-enabling content. Our best-performing pieces aren't generic 'how-to' articles-they're detailed analyses of industry-specific challenges, backed by original research and real customer stories. We incorporate customer success metrics and stories into our strategy on our blog. One deep-dive post on integration approaches results in good number of qualified leads the first month, converting at a rate of 23% to sales calls-nearly tripling our standard performance. Key Learning: Quality trumps quantity.
We've been using blogs for quite some time to get inbound traffic on our website who are mostly our prospects. The key here is to look for niche relevant keywords with informational intent and create content around it. However, make sure the keyword has a decent search volume and helps your prospects solve a problem. For example, as a restaurant SaaS, we create content around solving problems for restaurateurs after researching the most asked queries on the internet, and add a smart CTA within that content to buy our software.
We've used blogging as a successful technique to build brand awareness and establish thought leadership as a part of content marketing, centered on creating high-quality, insightful content that resonates with our audience and addresses their pain points. By consistently delivering valuable information through blogs, we ensure that we reach a wider audience and establish a lasting presence. One standout piece of content that helped us achieve this goal was a blog post titled "Step-by-step Shopify SEO Guide." This blog showcases an in-depth knowledge of Shopify SEO, establishing our brand as a go-to source for businesses looking to improve their eCommerce stores. This approach not only attracts organic traffic but also positions our brand as an expert source for SEO. Additionally, it helps us connect with businesses seeking to improve their online visibility, ultimately helping us grow in the long term.
Blogging is a crucial strategy for B2B SaaS startups, allowing CEOs and marketing executives to build authority, engage potential customers, and increase traffic that leads to sales. It helps in differentiating the company in a competitive landscape and supports broader marketing and affiliate strategies by positioning the business as a knowledgeable leader in the industry.
We paired blogs with free tools to engage users further. For instance, after writing a blog about optimizing customer retention, we linked to a free churn rate calculator built into our site. This kept readers on the page longer, built trust, and allowed us to introduce our entire product.