{"id":13864,"date":"2022-06-10T10:37:35","date_gmt":"2022-06-10T10:37:35","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/enterprise-saas-content-strategies\/423629\/"},"modified":"2022-06-10T10:37:35","modified_gmt":"2022-06-10T10:37:35","slug":"how-3-different-enterprise-saas-content-strategies-work-with-examples-via-sejournal-taylordanrw","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=13864","title":{"rendered":"How 3 Different Enterprise SaaS Content Strategies Work (With Examples) via @sejournal, @TaylorDanRW"},"content":{"rendered":"

There\u2019s a common misconception that a blog is the best content strategy for all SaaS companies<\/a>.<\/p>\n

While I love blogs, they\u2019re only one piece of the puzzle \u2013 and one piece does not a comprehensive strategy make.<\/p>\n

Having worked with a number of SaaS companies over the years, I\u2019ve found that creating content repositories oftentimes makes more sense with how unique SaaS user journeys are.<\/p>\n

In this article, you\u2019ll learn how comparison content, educational content, and support content can engage users at essential touchpoints on the path to conversion.<\/p>\n

[Related:]<\/strong> Structure A Scalable Content Program For SaaS<\/a><\/em> \u2192<\/p>\n

Comparison Content Repositories<\/h2>\n

Consumers in the SaaS space, while searching with solution lead queries will also use \u201cversus\u201d and \u201calternative\u201d queries to find service providers who may not necessarily rank highly for the marquee product phrases.<\/p>\n

This broadens the competitive landscape outside of just who is ranking page one for the typical target phrases.<\/p>\n

These are worth using \u201cbusiness intelligence\u201d combined with metrics like search volume<\/a> to prioritize which comparison pages should be generated.<\/p>\n

The focus here isn\u2019t to generate high volumes of traffic, as anyone searching brand X versus brand Y will have some level of marketplace education and may likely be close to conversion.<\/p>\n

Gitlab\u2019s Comparison Repository<\/h3>\n

Gitlab has a large comparison repository that at the time of writing consists of 123 pages and ranks for 3,024 keywords, generating an estimated 11,000 sessions a month (Semrush U.S.).<\/p>\n

This is a powerful content hub, as Gitlab has a product offering that has a large overlap with a number of other providers.<\/p>\n

These comparison pages enable users researching specific product features to put Gitlab on their radar when on the face of it, a DevOps platform might not seem relevant (depending on the consumer\u2019s market knowledge).<\/p>\n

\"GitlabScreenshot from About.gitlab.com, July 2021<\/em><\/span>\"Gitlab<\/div>\n

This also acts as a tool to move users to the next stage of the funnel with Gitlab, and links through to these pages are linked prominently from the homepage.<\/p>\n

[Find Out:]<\/strong> How To Develop (And Perfect) A SaaS Content Funnel<\/a> <\/em>\u2192<\/p>\n

Notions\u2019 Comparison Pages<\/h3>\n

Notion has taken a different approach to comparison content by singling out two of its main competitors \u2013 Evernote & Confluence \u2013 with specific comparison pages linked to the site footer.<\/p>\n

These pages capitalize on the market knowledge, generated through general marketing and reputation, with the Evernote comparison page ranking for 208 keywords and the Confluence page ranking for 82 keywords.<\/p>\n

Educational Content Repositories<\/h2>\n

Providing a single \u201cvalue proposition\u201d or looking at the search intent of keywords in a linear fashion can be difficult.<\/p>\n

As-A-Service organizations tend to have varying customer bases with differing levels of need, buying power, and technical capabilities (and knowledge) around the product, as well as a narrow-view approach to optimizing for organic users.<\/p>\n

This is why the content hub<\/a>\/SEO moat approach is so powerful in this niche.<\/p>\n

In terms of a traditional SEO view, it creates a lot of good content including a number of target keywords and their variations.<\/p>\n

Taking a wider view, producing strong, non-commercial content covering a large number of topics (and search queries) within a well structured (and internally linked) area of the website creates a content repository with a large number of varying user value propositions that caters to users at different stages of their journey.<\/p>\n

It also helps improve the topical relevancy of the domain as a whole.<\/p>\n

When a SaaS client published the first section of what has become a large, comprehensive \u201clearning center\u201d in mid-2017,  Google began to crawl and see value in this content area.<\/p>\n

The website also began to improve rankings across a number of commercially valuable phrases on more commercially focused landing pages.<\/p>\n

This learning center, four years on, now ranks for an estimated 151,247 keywords (31,000 of which are on page one). It generates 1,378,281 organic sessions a month \u2013 around 25% of the domain\u2019s total estimated organic traffic.<\/p>\n

\"SaaSScreenshot from Semrush, October 2021<\/em><\/span>\"SaaS<\/div>\n

When building educational repositories like this, it\u2019s essential to be as commercially agnostic as possible. The goal of this content is to improve domain topical relevancy and bring users to the site.<\/p>\n

Including heavily commercial CTAs and sales language across these pages can dilute their value propositions and limit ranking potential.<\/p>\n

Google examples of these content hubs in the wild include:<\/p>\n