10 SaaS entrepreneurs share what’s NOT working in content material advertising anymore


Content material has develop into a conventional advertising channel for a lot of SaaS firms. Based on ProfitWell, content material firms are prone to see 30 % increased progress charges and 5 % higher retention charges than these not utilizing content material advertising.

The content material advertising recreation is continually altering – what used to work for SaaS firms years in the past doesn’t make the reduce at the moment. Having spent 5 years within the SaaS content material advertising area I’m all the time excited by suggestions, hacks, and low-hanging fruit that allow you to take a shortcut and pace up product progress.

I’ve interviewed 10 SaaS entrepreneurs and founders who’ve been creating SaaS content material every day for years and requested them to share their insights – what’s not working in SaaS content material advertising anymore? Let’s dive in and see what they must share.       

#1 Chasing huge fats key phrases

All people needs to rank for these fancy key phrases with giant quantities of search quantity. However the fact is, giant search volumes normally include a loopy excessive competitors and key phrase issue. In case your SaaS is within the social media area and you might be simply unfolding your content material advertising, going after stuff like “social media administration” is actually losing your money and time.    

“Being the bootstrapped startup that we’re, we goal for actions that yield outcomes. Our focus is on high-intent content material advertising technique. We decide key phrases for weblog posts not in response to their search quantity however in response to their buy intent. This helped us drive not solely site visitors but additionally signal ups with our weblog being the one advertising channel at the moment ” says Dennis Vu, co-founder and CEO at RingBlaze

I couldn’t agree extra. The rationale why our company has been up and working for two+ years is as a result of we ship not solely site visitors but additionally signal ups to SaaS shoppers. And the one means to take action with content material advertising is to concentrate on high-intent key phrases – suppose “alternate options”, “rivals” or “vs” key phrases. It really works each single time in order that’s the place I like to recommend beginning your content material advertising efforts.   

#2 Going outdoors of your area of interest

We’ve written tons of of articles for the Expandi weblog over the course of two years. At the moment, Google acknowledges Expandi as an authority relating to all issues LinkedIn –LinkedIn chilly outreach, LinkedIn recruitment, LinkedIn automation – irrespective of which LinkedIn-related article we’d cowl, it immediately ranks effectively on Google.

Not too long ago, Expandi launched new options, solely this time they weren’t about LinkedIn however about electronic mail outreach. As soon as we began writing email-related articles, we realized that they weren’t rating effectively. Sadly, we haven’t constructed the e-mail advertising topical authority (but) so Google didn’t contemplate us specialists within the area of interest.

This doesn’t imply you may’t enter a brand new area and write a couple of new topic. Constructing the topical authority wanted for recognizing you as a distinct segment professional would require effort and time. For those who determine to start out a brand new class on a weblog, it is best to maintain this in thoughts. On the identical time, in the event you aren’t altering your product, maintain consistent with the subject you’ve chosen. 

“If the article is written about CRM, however this isn’t your area of interest, it’s difficult to get to the highest of Google search,” says Andrew Chornyy, CEO at Plerdy the place they write 30 weblog articles monthly. 

#3 Posting articles missing experience

Have you ever ever learn a type of articles the place it appears good on the floor however when you’ve learn it you felt like there was completely nothing you’ve realized from it? Just about all of the content material advertising specialists I’ve talked to agree on this – obscure, watery content material for the sake of content material is a no-go. 

“Most firms use copywriters to jot down their content material. This doesn’t work anymore. As they’re normally not an professional within the matter they write about, they may learn our copywriters’ articles to analysis the subject. This leads to an infinite loop of already fluffy content material being the enter for even fluffier content material,” says Jeroen Corthout, co-founder and CEO at Salesflare.  

Watch out while you rent copywriters with no material experience – you is perhaps risking your model picture. Ask about their earlier writing examples masking an identical matter or area of interest. For instance, after we chat with a wanna-be shopper from a distinct segment we don’t have expertise with, we allow them to learn about it immediately. Dropping a possible shopper is means higher than dropping a repute.   

In case your matters are technical and your tech specialists don’t have time to jot down weblog articles (which is normally the case) have your writers join with specialists on a fast name to get as many ‘meaty’ particulars as potential. Additionally, make sure that to get these specialists to proofread the put up when it’s prepared. 

#4 Prioritizing article size over high quality

When Brian Dean launched us to the skyscraper approach again within the day, everybody and his canine began creating content material that’s longer than these competing outcomes rating in Google high. Nonetheless, lengthy content material doesn’t essentially imply complete. What we see as of late is blogs populated with 20-min reads which are obscure, watery, and, let’s be trustworthy, don’t deliver a lot worth to the desk.

Ioana Sima, advertising supervisor at TextMagic stated,

“Lengthy-form written content material as 90% of firms do it. The net is extremely saturated with long-form articles which are written for the sake of being written. SaaS firms mustn’t rely purely on long-form.

I’d advocate experimenting with completely different codecs and reworking articles that carry out effectively into long-form content material, whereas additionally together with video summaries, templates, or wealthy media that may be distributed on different channels and shortly digested. Oh, and ALWAYS verify SERPs to see the codecs of top-performing pages.”

It may be arduous to pack your article with worth when SurferSEO asks you to jot down a 5K phrases piece. Keep in mind that longer doesn’t all the time imply higher. In any case, that is what content material advertising is about – writing for individuals, and bringing worth whereas additionally catering to engines like google. 

#5 Publishing articles beneath a improper identify

Ranktracker is publishing 50 weblog articles monthly, translated into 12 languages. Felix Rose-Collins, the CMO, shares that articles they’ve printed beneath the identify of unknown authors are likely to have poor efficiency on Google.

“We observed that they don’t seem for our goal key phrases, we’ve now stopped posting for unknown authors. As soon as we’ve began utilizing well-known names (like CEO), we see them rank inside two minutes after publishing within the high 3 outcomes. Even for very aggressive key phrases,” says Felix. 

clicks and sessions over timeRankTracker clicks and impressions over time

Actually, this is perhaps one of many the reason why you don’t see the outcomes from the visitor posts printed in your weblog. Subsequent time, while you settle for a visitor put up, make sure that to lookup the creator on Google. If there aren’t any on-line publications, likelihood is it in all probability gained’t do your weblog any good.

On the opposite notice, while you pitch a visitor put up to an editor, embrace your earlier publications on main platforms. For instance, that’s how I acquired to jot down this put up for Search Engine Watch – I shared my earlier articles I wrote for Entrepreneur, HubSpot, Zapier, Foundr, and lots of extra.  

#6 Specializing in new content material relatively previous articles

About 5 years in the past I wasn’t pondering a lot about updating previous content material. We had been on a hamster wheel of making extra content material, sooner for Chanty, an organization the place I headed a content material workforce. Then I bumped into this text by HubSpot and realized I used to be lacking out huge time. So we went again to the older posts to replace and optimize them. I can’t share numbers because it was a very long time in the past however the outcomes had been large. Since then we do that for our shoppers – if the article isn’t performing effectively, it will get an replace. 

“You’ll discover that almost all of your signal ups come from a handful of articles. Updating our lead-generating content material is an ongoing work that by no means stops. In any case, the availability of key phrases related to your small business isn’t infinite. When you are producing new content material, older articles are happening. For those who neglect updating older content material you’d be caught with a site visitors plateau and a enterprise that doesn’t develop,” says Andrey Makhovskyi, founder and CEO at Effy.ai

SaaS content marketing - One of Effy.ai updated article performance over time

Considered one of Effy.ai up to date article efficiency over time

#7 Contributing by way of Assist a reporter out (HARO)

This may deliver a number of resentment however we needed to discontinue HARO for our shoppers in 2022. If you’re not acquainted, HARO is a service that connects journalists/ authors with specialists within the discipline. 

Authors would request a quote from specialists and specialists would share their recommendation. Authors then would determine which quote to incorporate of their article and credit score specialists by placing a hyperlink to the professional’s web site (much like what I’m doing on this article). This was once a win-win case – authors would get meaty insights for his or her publications whereas specialists would get attribution and hyperlinks to their web sites.

It labored nice till it became a pink ocean zone and area acquired overcrowded. What was once an excellent hyperlink constructing approach grew to become a waste of effort and time.

“About two years in the past we used to get 25 backlinks out of 65 pitches for our shoppers. With time it went right into a downward spiral. At the moment, no one hyperlinks to you simply since you shared your recommendation. In addition they need a hyperlink again in return. We realized it not delivers the worth it used to to our shoppers. We had to surrender this service and concentrate on backlink constructing strategies that do work at the moment, ” says Iryna Kutnyak, director of operations at Quoleady

#8 Distributing content material throughout communities

Emilia Korczynska is a head of content material at UserPilot and the toughest working marketer I’ve ever met. Getting printed a whopping 60 articles monthly, she’s tried distributing weblog content material on Quora, Reddit and social media. She says you need to be very cautious about the way you spend time distributing weblog posts.  

“Resharing content material in social media teams which are principally useless or Slack channels requires a number of effort, and with the miniscule natural attain and a excessive likelihood of getting banned by the admins simply don’t justify it. Equally with Quora/Reddit and different Q&A websites,” says Emilia.

I couldn’t agree extra – we stopped all of our Quora actions a very long time in the past as a result of the outcomes simply weren’t value it. What we realized is that individuals typically come to Quora from Google search after typing your goal key phrase – the one you might be optimizing an article for. It makes rather more sense to get that weblog article rank within the Google high (increased than the Quora consequence) relatively than making an attempt to compete with tons of of Quora solutions bugging your mates/colleagues to upvote and remark.

In the case of sharing in social media teams – self promotion is normally in opposition to the group guidelines anyway. Until you might be an admin or have been consistently including worth to the group, your blatant distribution try might be shortly eradicated. On the identical time, there are teams that permit this kind of promotion. I name them “distribution cemeteries”. No one reads the avalanche of irrelevant content material that’s being posted there. 

#9 Prioritizing hyperlink constructing over content material high quality

Every time I converse with a possible shopper on Zoom, I emphasize that content material high quality comes first. You possibly can’t have a chunk of content material that’s skinny and invaluable and count on it to rank effectively by constructing backlinks to it. It’s like placing a contemporary coat of paint on a automotive with no wheels and hoping it would journey. 

I’ve interviewed Mohamed Sehwail, CEO at FullSession and right here’s his enter on this,

“We haven’t been constructing backlinks to our weblog content material for some time, but we had been capable of preserve regular progress of site visitors and signal ups. Article updates do its magic, boosting our positions and bringing our pages to the Google high.” 

SaaS - FullSession traffic growth over time

FullSession site visitors progress over time

Constructing backlinks will solely assist rank content material higher as soon as your content material is polished – it’s helpful, well-structured, to the purpose, solutions the search intent, and so on. When that’s in place and you might be nonetheless not rating effectively, it’s time so as to add backlinks.

#10 Overdosing with gated content material

“Give us your electronic mail and get entry to an book, whitepaper, information, guidelines, and so on.” The basic inbound method launched by HubSpot again within the days may not work for everybody as of now. The quantity of content material on-line as of late is insane. Why would they offer you their electronic mail if they will get the identical contact (if not higher) brazenly elsewhere?

As a substitute of closing off sure content material, we’ve discovered it’s extra helpful to create ‘extra assets’ as a complement permitting readers the choice to obtain and making a win-win situation,” says  Elizabeth Pokorny, head of content material at Weglot

If you end up placing collectively three already printed articles on a subject and calling it a information, it doesn’t sound correct. If it really works for you – nice. Nonetheless, gated content material does its greatest when it’s distinctive, one thing you may’t discover simply on-line.

It would assist to overview your gated content material coverage and experiment with the property you share along with your readers. Opening extra of your content material may deliver additional natural site visitors and end in extra signal ups on the finish of the day. Then again, in case your content material items are of nice worth and your web site is the one place to get them, I’d advocate retaining them gated. 

Backside line

I’ve interviewed dozens of content material entrepreneurs and solely high insights made it to this text. One factor that’s clear as day – nice content material is right here to remain. It’s not concerning the quantity of backlinks or size. Useful, actionable, experience-based content material written by an professional within the discipline is what you ought to be after when planning content material items to your web site. 

If you develop your content material advertising technique, concentrate on high-intent key phrases that may deliver a highly-targeted move of people who find themselves prepared to enroll. When you could have a pool of articles that generate leads for you, make sure that to cherish this content material and replace it recurrently to present it a well-deserved Google increase.

Topical authority is a factor and regularly constructing authority across the matter that’s most related to your small business will enable you rank your future articles sooner and simpler. 

When sharing content material on-line, keep away from the spray-and-pray method (don’t bury your content material on the spooky ‘distribution cemeteries’), all the time verify the outcomes of your actions and double down solely on these channels which are definitely worth the effort.

Hopefully, this text and recommendation from the content material advertising specialists who’ve realized their lesson by way of trial and error will enable you save time and concentrate on issues that work.


Olga Mykhoparkina is a founder at Quoleady, a SaaS content material advertising company on a mission to assist nice software program merchandise get high quality leads by way of top-notch evergreen content material.

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