How 3 Totally different Enterprise SaaS Content material Methods Work (With Examples)


There’s a typical false impression {that a} weblog is the very best content material technique for all SaaS corporations.

Whereas I like blogs, they’re just one piece of the puzzle – and one piece doesn’t a complete technique make.

Having labored with various SaaS corporations through the years, I’ve discovered that creating content material repositories oftentimes makes extra sense with how distinctive SaaS person journeys are.

On this article, you’ll learn the way comparability content material, instructional content material, and assist content material can interact customers at important touchpoints on the trail to conversion.

Comparability Content material Repositories

Customers within the SaaS house, whereas looking with resolution lead queries may even use “versus” and “various” queries to search out service suppliers who might not essentially rank extremely for the marquee product phrases.

This broadens the aggressive panorama outdoors of simply who’s rating web page one for the standard goal phrases.

These are price utilizing “enterprise intelligence” mixed with metrics like search quantity to prioritize which comparability pages ought to be generated.

The main focus right here isn’t to generate excessive volumes of visitors, as anybody looking model X versus model Y could have some stage of market schooling and will probably be near conversion.

Gitlab’s Comparability Repository

Gitlab has a big comparability repository that on the time of writing consists of 123 pages and ranks for 3,024 key phrases, producing an estimated 11,000 classes a month (Semrush U.S.).

This can be a highly effective content material hub, as Gitlab has a product providing that has a big overlap with various different suppliers.

These comparability pages allow customers researching particular product options to place Gitlab on their radar when on the face of it, a DevOps platform won’t appear related (relying on the patron’s market data).

Gitlab Comparison Table (July 2021)Screenshot from, July 2021

This additionally acts as a software to maneuver customers to the subsequent stage of the funnel with Gitlab, and hyperlinks by to those pages are linked prominently from the homepage.

Notions’ Comparability Pages

Notion has taken a unique method to comparability content material by singling out two of its primary opponents – Evernote & Confluence – with particular comparability pages linked to the location footer.

These pages capitalize in the marketplace data, generated by normal advertising and marketing and fame, with the Evernote comparability web page rating for 208 key phrases and the Confluence web page rating for 82 key phrases.

Instructional Content material Repositories

Offering a single “worth proposition” or wanting on the search intent of key phrases in a linear style may be tough.

As-A-Service organizations are likely to have various buyer bases with differing ranges of want, shopping for energy, and technical capabilities (and data) across the product, in addition to a narrow-view method to optimizing for natural customers.

That is why the content material hub/search engine optimization moat method is so highly effective on this area of interest.

When it comes to a standard search engine optimization view, it creates lots of good content material together with various goal key phrases and their variations.

Taking a wider view, producing robust, non-commercial content material protecting numerous subjects (and search queries) inside a effectively structured (and internally linked) space of the web site creates a content material repository with numerous various person worth propositions that caters to customers at completely different levels of their journey.

It additionally helps enhance the topical relevancy of the area as an entire.

When a SaaS consumer printed the primary part of what has turn out to be a big, complete “studying heart” in mid-2017,  Google started to crawl and see worth on this content material space.

The web site additionally started to enhance rankings throughout various commercially priceless phrases on extra commercially targeted touchdown pages.

This studying heart, 4 years on, now ranks for an estimated 151,247 key phrases (31,000 of that are on web page one). It generates 1,378,281 natural classes a month – round 25% of the area’s whole estimated natural visitors.

SaaS Learning Center Organic Traffic (Semrush Estimates)Screenshot from Semrush, October 2021

When constructing instructional repositories like this, it’s important to be as commercially agnostic as doable. The aim of this content material is to enhance area topical relevancy and convey customers to the location.

Together with closely industrial CTAs and gross sales language throughout these pages can dilute their worth propositions and restrict rating potential.

Google examples of those content material hubs within the wild embrace:

  • Imperva’s studying heart.
  • Atlassian college.
  • Asana academy.
  • Adobe studying heart.
  • StackPath edge academy.

Instructional repositories additionally create a extremely pure location inside an internet site’s structure to incorporate giant time period glossaries that may internally hyperlink to each pages throughout the studying heart and to industrial pages.

Assist Content material Repositories

After I begin working with a SaaS (or tech) firm, the assist part is one space the place there are oftentimes “fast wins” when it comes to each growing related visitors and content material manufacturing.

The rationale I say “fast” when it comes to content material manufacturing is that each one the content material must do is fulfill the person question.

For numerous assist articles and entries, these may be quick two to 3 sentence items that hyperlink off to documentation or different articles/pages.

To seek out the questions that that you must be answering in your assist documentation, there are a selection of sources you must make the most of and mix:

  • Google’s PAA (Individuals Additionally Requested) characteristic.
  • Reddit, Quora, StackOverflow – anyplace the place customers could also be posting questions related to your model/product.
  • Third-party search engine optimization instruments that permit query filtering.

On this course of, you might also discover parts to incorporate in your different repositories, however you need to be extra targeted in your model/product right here.

By specializing in the Assist Heart, you’ll be able to massively enhance the quantity of worth it’s bringing your web site as an entire.

For instance, within the graph beneath, optimization, pruning, and consolidation began in mid-2016. Creating related assist articles turned a characteristic of recent product GTMs (go-to-market methods) to repeatedly add content material to that space of the location.

Support Center Organic PerformanceScreenshot from Semrush, October 2021


Whereas SaaS corporations could have completely different content material wants to satisfy their advertising and marketing aims, the aim is all the time the identical: Get a person into your small business.

Any profitable content material technique, then, will should be personalized to match takeaways for various kinds of customers alongside their journey.

And as you’ve seen with the three examples above, completely different methods can work very effectively in tandem.

*All knowledge used is publicly accessible through third-party instruments.

Extra Sources:

Featured Picture: ArtemisDiana/Shutterstock


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