How does one B2B SaaS company drive ~500k visits/mo through content?
Read on to see how they hit this number month in, month out.
The bigger lesson though is to understand how this traffic pulls in potential buyers for the CRM software leader.
Salesforce is using their SEO content to:
- attract thousands of potential buyers,
- create interest,
- and generate demand for their product…
…from every stage in the buying journey.
But are they doing enough?
While 500k/mo traffic is impressive, it isn’t enough. This guide will explore what Salesforce can do to get even better results from their content.
[norebro_text]In a recent conversation I had with Ruth Zuve, CMO at chatbot company Ada, she mirrored the same perspective about generating interest in a product using strategic content:
“We create content for two primary reasons:
“1) To create interest in (and awareness of) our solutions. Much of the content we create is used to drive demand, which translates into pipeline opportunity for our sales organization.
“2) To share our very differentiated point of view in a market that is extremely congested. We approach customer service differently than other vendors. And we communicate our bold opinion through the content — the white papers, infographics, blog posts, social posts, and emails — we distribute through our marketing channels.”
Salesforce creates a lot of bottom-of-the-funnel content too, so let’s examine that.
Salesforce has developed several products and features over the years, resulting in over 2,800 product pages:
1,983 pages on customer success stories:
279 pages for their services
All these BOFU pages and content drive them ~297,000 visitors per month.
Most of the job of your TOFU and MOFU content pieces is to create touchpoints across the buyer’s journey and lead them to your BOFU content.
And with BOFU content, you can sell blatantly, standing on high pedestals touting the benefits of your product using every resource you have.
At this point in the buying journey, there’s little to no need to caress prospects with more education. They’ve had enough of that in previous stages of their journey.
They have now arrived at the stage where they decide, “To buy or not to buy?”
In the end, every content piece you create should generate ROI.
Use a mix of them; some TOFU content here and bits of MOFU and BOFU content there. That’s how to pull in prospects from every part of the funnel.
Founder at Getleado Andrei Zinkevich recently shared the same perspective with me:
“On my website, there are some lead magnets (MOFU) which move prospects into a lead-nurturing sequence. Depending on their stage, they receive a mix of TOFU, MOFU and BOFU content.”
TABLE OF CONTENTS:
While it’s obvious their content marketing is solid already, there’s always room for evaluation and improvement, even for the best businesses.
So here are areas the Salesforce content team can improve on:
I reviewed the last five blog posts Salesforce published, and none of them properly soft-sells their products or their features contextually.
The ones that kind of did only link to their product pages at the end of the article. In particular, there’s one about employee benefits. But they’re trying to use it to generate demand for a CRM product.
That’s not contextual enough. People are reading the content because they wanted to learn about that specific topic. Chances that they’ll be interested in a CRM product is low.
But with a topic directly on the product you’re trying to sell, you’ll get better results because prospects come to your content expecting to learn something about your topic.
Then somewhere around the middle (not only at the bottom) of your content, you contextually present your product or a feature of it that’s relevant to your topic.
Take this recent Ahrefs blog post below, for example. The article is about how to optimize a site to rank on Google.
Middle-of-the-funnel content (i.e. why, how-to types of content) especially, gives you an opportunity to tell prospects how some of your product features can help them with the topic you’re addressing.
Your content should generate demand for your product, and this is one working strategy to do so.[/norebro_text]
Here’s how Salesforce currently displays their authors:
A name without any background information written above an article doesn’t tell prospects who’s talking to them in your content.
In the example above, the post would feel more personal if it read something like Bredan Kyle, Senior Marketing Manager (APAC) at Salesforce.
Prospects (readers) will often take advice from someone they understand is in the trenches more than from someone whose qualification to advise them is unsure.
It also establishes a sense that they are getting information from an expert, not some writer they hired to fill space.
Salesforce currently has most of their CTAs at the end of blog posts. But a more effective strategy is to place them around the middle.
Many (if not most) readers don’t get to the bottom of content before they bounce, especially if it’s long-form content.
So it’s best to include a relevant CTA somewhere in the middle of the article. Something like what Slack does in many of their posts:
Salesforce would increase the number of views on their offers if relevant CTAs were placed in the middle of their content in this way. And that means more potential conversions.
Right now, Salesforce has over 38,000 employees worldwide.
If their content team(s) can get even only 1000 of these people to share their content pieces, the reach would be amazing.
Although for a business as large as Salesforce, they might not need this content promotion method since a huge portion of their content will rank on Google, driving long-term traffic.
But still, getting employees to share content would enhance brand awareness and significantly extend their reach.
This may not mean much to buyers, but aligning content to the center of your pages will help keep your readers’ eyes focused on your content.
Currently, Salesforce’s blog content is aligned to the left, with several links to other pages on the right.
The Linkedin Business blog serves as a good example of what aligning to the centre looks like:
Their content is aligned to the center.
And CTAs are the top and bottom right corners — so they’re non-obstructive.
The changes might seem little but they go a long way in improving your results.
The crux of this entire traffic analysis is to show you how a brand you probably look up to is using SEO content to…
…strategically generate demand, attracting hundreds of thousands of visitors per month from every part of the buying journey.
Now, take all the lessons and run with it.
Or let’s help you take care of it.
From your content strategy, creation, promotion, all the way to conversions, we’ll handle your entire SEO content marketing program.
(We’re not cheap, but clients that can afford our services are B2B and SaaS businesses that are serious about scaling through content marketing — and are willing to pay for it.)
Interested? View our content services.[/norebro_text]