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Content that Converts

The original point of the exercise when it comes to your content has been missed. Most SaaS companies are pouring money into content marketing that simply doesn't convert. Why? Because they've misunderstood what the content is actually for. If you're investing in content and you're not seeing ROI, you're essentially producing content that isn't aligned to what prospects really need or want. When you focus on solving problems in a meaningful way by demonstrating your expertise, conversions happen as a result of that process. This happens because you're demonstrating value before requesting anything in return. Companies producing keyword-based content often see visitors rarely take action, with less than 1% actually converting. This is because they're focusing on where the traffic is - keyword volume. Rather than thinking about the problems they're solving for the prospects. Based on their own experience of their customers. The easiest way for you to identify these problems is by interviewing customers and doing research - qualitative or quantitative - with the intended target audience. Even if they aren't prospects or aren't customers. Another option is to look social channels to see how your audience is talking about their problems. Companies that produce original research get 28% more traffic than those who don't. So by focusing on depth and value, you're still going to garner more traffic than hyper-focusing on just generating traffic. But more importantly, the ones who invest in research convert significantly higher because they're perceived as thought leaders and category leaders, rather than just trying to chase traffic for traffic's sake. #ContentMarketing #SaaSContent #ConversionStrategy #ThoughtLeadership #CustomerInsights