6 Money-Making Content Formats SaaS Companies Should Prioritize — Whiteboard Friday

In right this moment’s Whiteboard Friday episode, skilled content material strategist Chima Mmeje talks you thru the six high content material codecs SaaS model can concentrate on to drive income.

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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 matter clusters as a type of content material technique for SaaS corporations. Right this moment, I am speaking to you about six moneymaking content material codecs to prioritize for SaaS corporations.

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 must at all times begin from the underside to extend your possibilities of rating after which make your solution 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 chance of a small enterprise or of a small web site rating for these key phrases may be very uncommon, in reality, virtually by no means occurs.

However when you begin from the underside, then you may decide one key phrase, one key phrase, one key phrase, rank for these, make your solution 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 we now have that, I am simply going to point out you six key phrases that I feel have probably 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 truly suits into the funnel on the center or on the backside. It is also a overview kind of content material. Examples, greatest search engine marketing instrument for novices, greatest free search engine marketing instruments, greatest search engine marketing instrument for hyperlink constructing, greatest key phrase analysis instrument. Okay, it is 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 instrument opinions. That is search engine marketing instrument opinions for novices. That is search engine marketing instrument opinions for hyperlink constructing. All of them performing particular perform. Now, what the sort of content material does is that it means that you can showcase your model. It provides 10, 15 different opponents, tells the viewers what all these different instruments do, however positions your model as the best choice for them.

Now, instance, I used to be making an attempt to get a instrument for podcast. I used to be considering 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 can not actually bear in mind.

Now, my total search, my total search journey began and ended with greatest podcast instrument. And proper there, I made my determination. So it is a terrific 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 the sort of content material. Whereas customers normally belief third-party overview web sites as a result of they consider they do not have a vested curiosity, you must also take management of the narrative by creating this content material and exhibiting 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 overview 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 would not get quite a lot of love. It would not get quite a lot of appreciation as a result of it is at all times working within the background. However that is the cream of kind of content material format to create. Motive being that when you get it proper, the proper gross sales enablement content material goes to maneuver somebody from, “Is that this the proper resolution for me?” to, “That is undoubtedly 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 should utilize this to resolve issues in your viewers. Video testimonials.

Say a consumer involves you they usually 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 have created speaking about how your product solves an issue, not simply any downside, a particular downside for a particular consumer base.

Now, when you ship that personalised video to the consumer or to the prospect, they will see themself in that individual that 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 examine. 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. You must map them into the client’s journey. You must map them into your purchaser personas that you have constructed, and it’s important 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 means that you can present how your model works towards a competitor performing the same perform. Now, the error that quite a lot of the SaaS corporations make is that they trash their opponents when creating competitor pages. Meaning you are simply focusing all your consideration speaking about what your competitor does, and I can not actually inform the way you’re higher.

What you have to be doing as an alternative is that you have to be mining opinions from overview websites, like Capterra, G2 and the remainder of them, on the lookout for themes of complaints that your viewers has towards these opponents, after which utilizing these issues that you have recognized to reverse-engineer and present how your product solves these particular issues. That method, somebody who’s on the lookout for a substitute for Aurelius, perhaps they’re coming from EnjoyHQ or Dovetail they usually’ve seen that you have recognized the issues they confronted with EnjoyHQ or Dovetail, now perceive why Aurelius is a better option than EnjoyHQ or Dovetail.

Identical with Aurelius versus Dovetail. Now, one other false impression is that it needs to be both Aurelius or Dovetail scripting this competitor overview. No, it would not should be Aurelius or Dovetail. EnjoyHQ also can 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 point out how they clear up each issues in a single resolution. An instance is PandaDoc. PandaDoc created an answer or relatively they created a competitor touchdown web page for DocuSign and HelloSign.

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

I will go to PandaDoc that provides me limitless e-signatures. Now, identical factor with opinions. There is a false impression that third-party overview web sites are the one ones that Google likes to rank or that folks belief when studying opinions. However I feel you may take management of the narrative when you stay goal, when reviewing your opponents, after which concentrate on the core options that you simply do higher.

That’s the reason it is so vital to personalize your opinions utilizing this sort of greatest X, particular downside, particular viewers model when creating opinions, so it isn’t simply generic. 

4. Pricing pages

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

It is navigational key phrase. You do not need your opponents 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 value on the backside. The costlier your instrument is, the extra the onus is on you to justify your pricing by exhibiting the options which might be vital to the viewers. So you do not simply have generic pricing pages.

You may have accomplished your market analysis. You have accomplished your viewers analysis. What’s the resolution that they’re on the lookout 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 instrument is value paying for. Now, in case you have add-ons in your instrument, and as your instrument turns into extra in style, you begin to discover that folks, the best way that your viewers searches for the pricing web page on Google or different search engines like google adjustments.

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 individuals 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 considering 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 a vital group of content material to create as a result of it means that you can seize emails, and also you want these emails to feed one thing in your e mail crew to construct content material round. Now, examples, free templates, free plan. You’ll be able to see I maintain mentioning the phrase “free” as a result of “free” is a magic phrase that will get individuals to pay attention and click on. So what you do with that, once you’re doing all of 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 exhibiting solely researched data that mentions these items.

You’ll be able to simply click on on all of that, export it right into a Google spreadsheet after which use that to begin creating content material. One other solution to discover content material that requires downloadable belongings is once you plug in that key phrase on Google SERP, the SERP goes to let you know if it’s essential to create an asset for it.

The third method 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, when you create one thing that requires a calculator, even when nothing on the SERP is exhibiting calculator, then it is sensible to offer that asset. If you happen to’re the primary particular person to offer that asset, you then’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 individuals begin following you. 

6. Customized touchdown pages

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

Calendly will need to have accomplished their analysis to find that a few of their audiences are undertaking 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 instrument, instance Aurelius, EnjoyHQ, Dovetail, will need to have constructed purchaser personas to find out that designers are one in all their core viewers, UX researchers are one in all their core viewers, copywriters are one in all their core viewers.

Then they will construct personalised touchdown pages that focus on the precise resolution that these individuals are coming for, as a result of each viewers kind goes to have one thing else that they’re on the lookout for in a product. And these are six ways in which you should utilize these content material codecs to make more cash in your model.

Video transcription by Speechpad.com