As a SaaS content manager, you’ve invested a lot of time and budget in producing high-quality, insightful content. Perhaps you’ve been doing this for many months now.

But, although traffic and engagement metrics are rising, you’re not seeing a corresponding increase in qualified leads and closed revenue. Or even worse, you’re getting very little organic traffic from your content.

You’re beginning to wonder whether your SaaS content strategy efforts will ever work.

In my 8+ years as a SaaS content strategist (including two years in-house at one of London’s top fintechs), I’ve seen this scenario time and time again. In the early days, I even fell victim to it myself.

Let’s take a look at how to build a SaaS content strategy that drives leads.

How To Build a 2024 SaaS Content Strategy That Drives Actual Leads

Prioritise High Converting Content

The “traffic but no leads” problem usually comes down to two factors:

  1. You’ve created too much top-of-the-funnel (TOFU) information content, which often has high organic search volume but low commercial intent. That means your content efforts don’t translate to measurable business results (i.e. qualified leads).
  2. You’re converting TOFU content visitors into newsletter signups, or ebook/whitepaper downloaders. Those conversions can play a useful role in your SaaS content strategy, but not at the expense of actual leads.

The solution: Flip this approach on its head. Start your SaaS content strategy by building a strong foundation of bottom and middle-of-the-funnel content that both ranks AND converts.

Then you can build out the strategy to incorporate top-of-funnel thought leadership and listicle pieces later down the line. But don’t do this until you’ve established a solid base of high-converting content that drives qualified leads to your sales team.

So what exactly does high-converting SaaS content look like?

For starters, nailing search intent is a critical factor in this process. Ranking your content in organic search is the best way to build a solid base of leads, without spending a fortune on paid ads. That’s why it’s our top priority here at Content Foundations.

To achieve this, you need to target high-converting keywords that already have strong commercial search intent.

Here’s a rundown of the types of keywords you should target (and why):

#1. Competitor Comparison Keywords

These usually come in the form of “X competitor vs Y competitor”. If you put yourself in the searcher’s shoes, you can imagine their mindset when they type this into Google.

They’ve already heard of those two brands, but they want to find out which one is best. This indicates an already high level of purchase intent.

For your brand, it could go one of two ways. Your brand is already being searched for versus its competitors. That means the search term already exists and you just need to create content that targets the keywords:

  • “Your brand vs X competitor”
  • “Your brand vs Y competitor”
  • “Your brand vs Z competitor”

The beauty of comparison keywords is that you can easily build out a content template to create these posts for each of your competitors.

In another scenario, your SaaS brand is still relatively unknown (at least in terms of search volume). But you’re clear about how your product does certain things better than your competitors.

In that case, I’d recommend targeting a comparison keyword for “competitor A vs competitor B”.

When creating the content, first provide a detailed (and fair!) comparison of the two competitors (this satisfies search intent), then add a thoughtful segue into the specific ways that your solution is better.

#2. Alternatives Keywords

“Alternatives” keywords arise when the user is searching for an alternative product to an existing one. This suggests that something in the existing product doesn’t suit their needs.

It offers an important opportunity to present your product as the best solution – leading to strong conversion potential.

Here’s what the keywords look like:

  • “alternatives to X brand”
  • “alternatives to Y brand”
  • “alternatives to Z brand”

Usually, the best way to tackle search intent for these keywords is to first provide a list of alternative products, then include your own product in the list (and make a strong case for why it’s better).

#3. Best in Category Keywords

With these keywords, searchers are looking to evaluate a range of options and narrow down which one is best for their needs.

For example:

  • best email marketing tools for small businesses
  • best project management software for accountants
  • best seo tools for enterprise

To tackle these keywords with your content, you need to answer the search intent by providing a thoughtfully constructed round-up of key competitors in the category.

This should include your own product, but you need to be careful about how you present it. Make sure you focus on specific benefits and evaluate how well they compare to the competitors.

#4. “How-to” Keywords

The final piece of the puzzle is “how-to” keywords. There’s some debate in the industry around which part of the funnel these belong to.

They’re not strictly classed as bottom of the funnel, because they don’t necessarily carry obvious purchase intent. Most how-to keywords are classed as having informational intent.

The key is to target how-to keywords that reflect your ideal customers’ pain points. In those cases, signing up for a demo of your software acts as a natural next step for them after reading your article.

Your content has already shown them exactly how you can solve their pain point. So why wouldn’t they take the next step and solve it more comprehensively? That’s why targeting how-to keywords should play a key role in your SaaS content strategy.

Need help building high-converting Content Foundations for your SaaS business? Book a free strategy call here.

Interview Your Existing Customers

So far, we’ve talked a lot about how to target high-converting keywords in the early stages of your SaaS content strategy. Every SaaS content strategy should operate with organic search in mind.

But it’s easy to get too bogged down in keyword research and forget who you’re creating content for in the first place – your customers.

Whenever I start working with a new client, one of my first tasks is interviewing members of their customer-facing teams (usually sales and customer support). I’m looking for answers to questions like these:

  • What are the most common problems that customers and prospects encounter?
  • Which of these problems can the product’s various features solve?
  • How do leads currently encounter your product?
  • Who are the key competitors in your industry?
  • What sort of issues typically lead to customer churn?

Keyword research is much more effective when you combine it with real customer insights.

I recommend keeping a shared document full of answers to these questions and updating it from time to time. These insights will be invaluable in your ongoing keyword research and content creation process.

Make Sure Your Website is Search-Ready

Another key part of building strong content foundations is making sure your website is properly set up for organic search. Normally, when taking on a new client, one of my first tasks is to conduct a full SEO and content audit, which includes a technical audit.

Here are a few of the most important things to check for:

  • Duplicate content
  • Thin content (less than 500 words)
  • Content not targeting any keywords
  • Broken internal and external links
  • Lack of clear internal linking structure
  • Different versions of your website both ranking in search (i.e. both the www and non-www versions – you need to pick just one and redirect the other)
  • No sitemap in place
  • Slow site speed (often due to overly large image files)
  • SSL certificate missing

Note: many of the professional SEO tools offer a Site Audit feature that brings back a huge list of errors and warnings. The majority of these are trivial and can be overlooked.

Content Foundations audits prioritise only the most important technical aspects that move the needle with organic rankings.

Need help building high-converting Content Foundations for your SaaS business? Book a free strategy call here.

Target Your “Low-Hanging Fruit” Content

If you’ve been creating SEO-friendly content for a while, then you probably already have several pieces ranking decently high in search results.

In that case, it’s best to focus on improving the ranking positions of existing content, before creating new ones (this decision also depends on how old your existing content is, and how important it is for driving new leads to your sales team).

In terms of age, I recommend giving content at least 6-9 months to reach its full ranking potential before going back and adding further improvements.

To find your high-ranking content, you can either use an SEO tool like Semrush or Ahrefs, or just Google Search Console.

In Semrush, simply go to the Organic Keywords report, enter your domain name, select Positions, then filter by positions 4-10. Here’s an example using MailChimp.

Assuming these pieces of content were quite old (at least six months or more), I’d start by analysing the competitors in positions 1-3, and figuring out ways to improve my own content.

I’d also leverage a tool like SurferSEO to bring in AI insights and I’d follow its specific recommendations for improving the content.

I’d also explore the prospect of building some high-quality backlinks to give this content an extra boost.

I’d also look at content ranking on page 2 and figure out a strategy for getting that onto the front page. It all follows a similar process – analysing competitors and finding ways to make our content better and more useful than theirs.

Learn How to Measure Content Performance

Measuring content performance is an important part of a content strategy, but one that is often overlooked.

This is partly because some marketing managers view content performance as difficult to measure. The good news is that measuring your content efforts doesn’t have to be intangible.

For fresh content, I’d start by setting up Google Search Console and keeping an eye on impressions growth.

This indicates how many times your content is showing up in search results for a particular keyword. It’s not the same as clicks – those tend to come once your content makes it onto the front page of Google.

For example, the Content Foundations website was launched in early January 2024. At the time of writing, it had existed for around one week.

That’s much too early to expect any tangible results from organic search. But here you can see the blog posts starting to attract impressions. That means things are on the right track.

Once your content has been published for several months (assuming it’s properly optimised), you should see it start to gain more clicks as well as more impressions.

Then, you should start to see results like the ones below. At this point, your content should start driving conversions.

Measuring growth in clicks is an important performance indicator, but as we discussed earlier, it’s more important to measure how your content strategy is driving growth in leads.

One of the most common ways to do that is by setting up events in Google Analytics.

You first need to establish a specific landing page where your conversion goal will take place, such as a demo signup page. Then you can use Google Analytics to track how many site visitors travel from each piece of content to that specific landing page.

Lots of factors go into making this process successful. They include:

  • How well your content answers search intent
  • What sort of search intent was present in the first place (i.e. informational vs buying intent)
  • How effective is the call to action in your content
  • How good your content layout and UX is

Need help building high-converting Content Foundations for your SaaS business? Book a free strategy call here.

Create a Refresh and Revamp Schedule

I already talked about the importance of refreshing old content. But it’s also important to build this process into your content strategy over time.

After a while, old content starts to undergo what we call “content decay”. It gets outranked by fresher, better quality, and more comprehensive content from your competitors. SEO is a constant game of competition, so you’ll need to stay on the ball.

For example, every 3 months or so, I recommend setting aside a week for analysing and improving your existing content. Often, making a few small tweaks will send an article flying up the search rankings – resulting in an influx of traffic and new leads.

Actionable Next Steps

If you’ve felt that “why isn’t my content working?” frustration amid more blogging and promotion with scarce sales impact, I hope this guide has helped you grasp the common pitfalls.

Key takeaways for SaaS marketing managers:

➡️ Obsess over conversion intent rather than volume reach
➡️ Tap into customer insights to sharpen your strategy
➡️ Don’t get bogged down with endless technical SEO tasks – focus on what moves the needle
➡️ Measure micro-conversions from content that are tied directly to revenue

At Content Foundations, our approach completely realigns your content strategy to focus on scalable pipelines, quality leads, and closed revenue – not just traffic and awareness.

We’ll show you exactly how to escape these pitfalls with our proven blueprint distilled from 8+ years of work in accelerating B2B SaaS growth.