SaaS Content Writing: How to Write Content That Gets Leads & Signups

In the past 5 years running our agency, we’ve worked with dozens of SaaS businesses and produced hundreds of pieces of SaaS content for our clients. And through these experiences, we’ve become intimately familiar with: How to write SaaS content that actually drives business results (i.e. actual leads and product signups from readers). The mistakes...

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Mini-Volume Keywords: Why Targeting Small Search Volumes Makes Sense

This article was written by Matt Goolding, a content strategist with Grow and Convert since 2019. Over the past few years, we’ve published various posts that explain how we prioritize content topics and target keywords based on conversion intent, not search volume, including: Our guide to pain point SEO, which explains our approach to coming up...

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Underdog SEO: How to Beat Your Competition at Search

There are many companies that wrongly assume that: If competitors with a huge marketing budget already rank for many keywords in their space, they have no shot in organic search. There are a few reasons why they have this defeatist view of SEO: They assume that bigger budgets mean better results They assume it’s nearly impossible to compete with...

May 2022

The Typical Approach to B2C Content Marketing Drives Minimal Business Value. Here’s Why and How to Fix It.

In 2020, we wrote a detailed case study on how we grew a B2C blog to 70,000 pageviews in 14 months. In that post, we discussed the content strategy we used—along with data on the rankings, leads, and traffic results we achieved for them. In contrast to that article—which told the story of our content strategy through the lens of a single client—this...

Apr 2022

Scaling Content: Expanding from Bottom of Funnel Content to Top of Funnel (Geekbot Case Study)

As we’ve discussed many times before, the foundation of the Grow and Convert approach to content marketing is to focus on bottom-of-the-funnel, buying topics first, instead of what most companies do: starting (and often staying) at top of the funnel, brand-building content topics. We cover this concept in this post about SaaS content marketing, our...

Apr 2022

Companies Want Thought Leadership Content, But Can’t Produce It. Here’s Why.

We’ve noticed a trend on Twitter and in some of our lead forms that a lot of companies are wanting to produce “thought leadership content.” What is that? Everyone throws that term around but what does it actually mean? We think what most people mean is simply: content that stands out and sets them apart from their competition. Producing content like...

Mar 2022

Best B2B Content Marketing Courses: Our Detailed Analysis

In our experience, if you’re searching for a B2B content marketing course, there are three key questions you should be asking: 1. Is there ample evidence that shows the course creators have direct experience doing B2B content marketing (or is the course all theory)? Not all content marketing is the same, and content marketing for B2B companies is...

Mar 2022

Should You Target an SEO Keyword with a Blog Post or Landing Page? Our Thoughts

The topic of whether you should create a landing page or a blog post to go after SEO keywords has come up a lot over the last 4 years of running our agency. Typically, it comes up when we’re discussing going after a bottom-of-funnel SEO keyword with a blog post. For example, a software category keyword like “proposal creation software.” In this scenario,...

Mar 2022

Should You Target an SEO Keyword with a Blog Post or Landing Page? Our Thoughts

The topic of whether you should create a landing page or a blog post to go after SEO keywords has come up a lot over the last 4 years of running our agency. Typically, it comes up when we’re discussing going after a bottom-of-funnel SEO keyword with a blog post. For example, a software category keyword like “proposal creation software.” In this scenario,...

Feb 2022

How to Create a SaaS Content Strategy That Drives Product Signups

Most SaaS content strategies focus on top of funnel topics and generating what we call “content conversions” (e.g. email signups, ebook downloads, white paper downloads, etc.), which, notably, is not the same as a product conversion (trial start, demo request, etc.). This is true of strategies used by in-house content marketers as well as agencies and...

Feb 2022