SaaS Content Writing that Generates Consistent Leads, Gets Signups, and Moves Your Brand – Concurate

We are a bunch of content nerds. 

Do you know what breaks our little hearts? 

It’s the wails of SaaS business founders, echoing in the halls of various SaaS forums and LinkedIn after their catastrophic failure in generating even a small number of sign-ups and leads from their content.

Often the content they publish is not of poor quality, and sometimes they even get some traffic from it, making the entire situation more ironic and tragic. 

So is there any way to write SaaS content that generates leads and signups consistently?

Yes, there is. We have been using that framework to generate high quality results for our clients and ourselves. 

In this article, we will spill the bean by unveiling the SaaS content writing framework that will bring you real results.  

What is Wrong with Most SaaS Content?

Now let’s address the obvious question: “What sabotages SaaS content which should have worked on paper?” 

From our experience of writing and consuming hundreds of SaaS blog post articles, we have identified the following causes:

#1 – Traffic-Focused Content and Keyword Strategy

Many SaaS marketers take generic SEO advice into their hearts. As a result, they prioritize keyword volume and devise a strategy suitable for bringing the traffic only. 

This strategy indeed has its place. 

However, if you want leads, both your content and strategy should be built around high intent keywords. This way, you will have content optimised for visitors with purchase intent.

#2 – Bland Content that Lacks the Punch

Often, SaaS brands hire freelance SaaS content writers with zero domain knowledge to create content. 

The problem is that just good writing is not enough. Such articles often lack the specificity required to persuade the audience. The readers can quickly determine that the author doesn’t have a good idea of their situations, inspirations, and objections.  

Why would they even bother?

To create high converting SaaS content, you must blend audience research, expert perspective, and good writing. We will discuss more in detail later. 

#3 – Unwillingness to Mention Your Product

We strongly believe content marketing rose to prominence as a direct reaction to typical pushy sales methods. No wonder early promoters made even mentioning your product a taboo. So, many SaaS pieces of content today still refrain from doing it. 

But the problem is that if your product does help the reader solve his challenges and you skip that part, he would never know that your tool could have saved him money or time. So that’s a lose-lose situation for both parties. 

In short, you want to break the taboo and showcase the product if it helps the reader eliminate the problem. 

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

In the following sections, we will share our 4-step content creation framework that addresses all the mentioned problems.

4-Step Content Creation Framework

Step #1 – Content Interview

Most SaaS content creators and agencies kick off their content creation process with Keyword research. 

We don’t, and you shouldn’t either.

When one directly goes to keyword research, we assume that person already knows about his potential customers’ backgrounds, challenges and why they prefer one solution over others. But in most cases, content teams don’t actively interact with customer-facing sales executives or C-level executives who often have far deeper customer insight. As a result, the content teams often miss the intricacies of various use-cases, customer preferences and purchase motivation. Such half-backed knowledge of customer profiles leads to keyword strategies with many loopholes. 

So it’s better to start by interviewing your CEO and Sales team. 

We first conduct interviews with our clients (sometimes even for individual articles) when creating content. 

This approach is a must for:

  • Finding out which topics should be covered thoroughly and from multiple angles. 
  • Spotting unique angles and substance for articles. 
  • Ensuring we highlight the most compelling features to every audience segment. 

Content interviews are often an hour-long zoom call. However, a Loom recording of a client-side expert explaining the product or audience can work too.

But what about the questions you should be asking during these interviews?

We, Concurate folks, ask our clients about: 

Background

Who is your target audience? How do they do their job, and what steps are involved? (This is extremely important to come across as relatable. More on that later) 

Pain Points

What challenges do they face? How do they go around it currently? What are current solutions lacking? Why do customers prefer one solution over others? What are the most common questions they ask?

SERP Topics

Which topics and subtopics do you think we should cover in-depth? What is the client’s opinion about current results on search engine result pages, and what is missing?

Product

How does the product solve users’ problems? How is the product different from others? 

Feel free to take inspiration from our template and make relevant changes to it. 

Long story short, we highly recommend tapping into available expertise and knowledge before moving on to the next step: Keyword research. 

Step #2 – Keyword Research

The main reasons behind the failure of generic SaaS content stem from two factors:

  1. Traffic-focused SEO approach
  2. Poor audience research

Generic traffic-focused keyword research compels SaaS leaders to chase after super competitive high-volume keywords (and burn cash in the process), which often don’t suit well for sales conversion. And whichever traffic they usually receive bounces off because their content fails to persuade readers. 

You need sales-focused keyword research to convert leads consistently. 

Sales-focused keyword research begins by writing down customers’ profiles, pain points and motivations. This juncture is where content interviews make a considerable impact. In addition, you will get nuggets of gold from the experts/ sales reps inside of your company. 

In the next step, you look for keywords based on those pain points and motivations. These are the keywords your customers would type in while looking for a solution.  

Since these keywords are niche-focused, you won’t get millions of visitors. However, these keywords are high intent. Therefore, the visitors who will land on your blog posts will be more willing to purchase or sign-up. 

Also, pain-point-focused keywords are relatively easy to rank. However, often you will find mediocre content dominating search engine result pages as all big players are busy fighting for high-volume keywords. 

Here is a detailed explanation of sales-focused SEO from our colleague, Nitesh. 

For your better understanding, here are a few examples of the types of keywords we look for: 

  • Best software for [Use-case]  
  • [use-case] software besides [competitors] 
  • [competitor] similar companies for [use-case]
  • [use-case] solutions for [industry/ audience segment]
  • [competitor] vs [competitor]
  • On-demand [use-case] service

You can read this post from Nitesh for more clarification.

Step #3 – Content Topic and Angle

High intent keywords are not your topics. They are just building blocks that you use to forge high-converting topics. 

But there is a right way to do it. If you fail to understand those keywords’ underlying user intents and find a perfect angle, your content will not perform remotely close to its potential. 

So how do you create great topics that convert?

Each keyword has a user intent; a goal user has in their mind while searching. Therefore, you want to match your content topic and format with your targeted keyword’s user intent. 

For instance, take the keyword “Best software for time tracking”. It has a transactional intent, meaning the searcher may be looking for info for now, but they would probably purchase a time tracking app further into the conversion funnel. 

You can target this keyword with middle-of-the-funnel topics (information-gathering and options-evaluation stage) like “Best software for time tracking in 2022” or “Best time tracking software for you: Side-by-side comparison of 10 apps”. All of these content topics are transactional and perfect for someone who would purchase an app in future. 

But your job doesn’t end with matching your content topics with the user intent. A broad content topic can inspire multiple sub-content topics if you change the perspective. We call this perspective a “Content Angle “. 

Let’s consider the above example: “Best software for time tracking in 2022”. You can derive the following content ideas by shifting the angle: 

  • Best free software for time tracking in 2022
  • Best free time tracking software for SMEs in 2022. 
  • Best free time tracking software for manufacturing companies
  • Best free time tracking software: Why you don’t need to bother

But why do you want to explore multiple content angles? 

Well, SaaS brands often have multiple audience segments. Customers’ backgrounds, pain points and motivations vary across these segments. By exploring new angles, you can reach all of them. 

Step #4 – Writing

Once all the groundwork has been completed, it’s time to start writing the first draft. But you don’t want to put words on the document without any plan. A  good piece of SaaS content requires the following things to be handled: 

  • An Introduction that doesn’t bore
  • Sound logical structures
  • Specificity and details
  • Placement of product/service without sounding sales-y

An Introduction that Doesn’t Bore

SaaS content, especially B2B content, has a reputation: It is dry, dull, and not at all enjoyable to read. 

Dull introductions are one of the culprits here.   

Most SaaS articles, for example, open by stating the obvious and adding some stats that don’t add much value. As a result, intrigue, creativity, connection, and substance – all good writing ingredients often remain absent.

Yet an introduction persuades the reader to scroll down and read the rest. So mastering the art of writing introductions is a must.  

So what does it take to write a good introduction? 

Two things:

  1. Relatability
  2. Hook 
Relatability

Your introduction (or the entire article, for that matter) should be able to connect to readers. They should feel the author understands their backgrounds, challenges, wishes, and interests. 

This familiarity builds trust. A relatable introduction makes the audience ditch their skepticism and trust that reading the rest of the article is worth it. 

Relatability can only be achieved through audience research. That’s why interviewing customer-facing team members is crucial. Such interviews give you an in-depth idea of the audience’s background, challenges and contexts. 

Hook

Relatability gets your content read, but a hook ensures you have the full attention of your readers. A hook ensnares your readers with either something exciting or unexpected. And once they are pulled in, they stay till they find out more. 

A hook can be a story, a statement that seems unrelated to the topic at first or something else. But make sure your hook connects with the topic. 

The introduction of this article on Loom’s growth is a good example. The target audience here is SaaS leaders who love to read about SaaS growth, startup and entrepreneurship. We opened the article with news of Ripple’s funding and used a personal story as a hook. The hook was connected with the topic at the end of the introduction. 

Sound Logical Structures

No matter what you publish – a listicle post, a thought leadership post, or a top-of-the-funnel blog post (which builds brand awareness and establishes the trust), there is always some argument underneath.

 A thought leadership piece, for example, persuades readers to view things from the author’s perspective. Likewise, a top-of-the-funnel “How-to” blog post argues why you want to pay attention to a problem, how to solve that problem and why you want to solve it in a way the article suggests. 

When your content fails to persuade or convert, it is often because this argument is not strong enough. It’s like hiring the wrong lawyer to represent you in court.

So what makes an argument a strong one? 

It’s both substance and logical structure. 

The substance is what you say in support of your argument. You get enough substance when you know your audience and do proper research before writing. You want to use this substance to make your writing more specific.  

But how you structure your argument is as much important as the substance. If you mess up the sentence order, for example, you most likely won’t be able to communicate with your readers effectively. 

Now, it is not that hard to argue in the right way. There are proven frameworks that you can use. Here is one of the most common logical structure frameworks: TAS (thesis-Antithesissynthesiss)

  • Present a thesis (“A logical structure is a must for any content”) 
  • Come up with an antithesis (“Without a proper logical structure, the content feels “off” and halfheartedly written. Also, the author doesn’t come across as a credible expert on the topic.”)  
  • Close the loop with a synthesis (“That’s why you must apply logical structure frameworks like TAS”) 

The other two most common frameworks are:

SCQA
  • Situation: (“To write  SaaS content, you need to understand the audience”) 
  • Complication: (“But you can’t do that by just looking at competitors’ blogs or worse, taking a wild guess”). 
  • Question: (“So what is the right way to know your audience closely?”) 
  • Answer: (“Start by interviewing your Sales reps and your CEO”) 
PAS
  • Problem: (“No one would purchase your product if you sound like someone who does not understand your readers’ situation.”)
  • Agitate: (“They would think you just another faceless business who doesn’t care about them and just after their money.”)
  • Solution: (“So before you even type your first word, look at your audience research: what are your readers struggling with? )

All these frameworks have their places. You must determine which one to choose depending on your context and argument.

As for the examples, we followed the TAS framework and came up with a simple yet relatable introduction for this TriangleIP article

You will even spot TSA and PSA frameworks at many places within this article you are reading.

Specificity and Details

A strong introduction compels readers to read. In addition, a sound logical structure gives your SaaS content a solid frame. 

But you need to be specific to put some flesh on that bare frame. In other words, if you want your readers to buy into your argument, you need to be thorough, back up your claims, and provide examples. 

A great example of specificity from a Concurate blog on LinkedIn growth is here.

Concurate showcases specificity in it blog post

Notice how we start with a claim, “One of the trump cards Zerodha has is CEO Nithin Kamath himself.”

Next, we added details in the next paragraph to support our claim. We also uploaded a screenshot of Nithin’s LinkedIn profile as another piece of evidence to support our claim. As you can see, at the time of writing, Nithin did have 800k followers, his posts received high engagement, and he often left a link to a Zerodha blog post. 

Note: You want to add more than one piece of evidence to support your claim, especially in places where people might get sceptical, have objections, or simply want to see more proof. In this way, even if one of your arguments feels weak to someone, other pieces of evidence would hold the main claim.

Placement of Product/Service Without Sounding Sales-y

One of the primary goals of content marketing is getting business without being too pushy. 

Unfortunately, many SaaS marketers take the “not being pushy” part too far. They either avoid speaking about their product or hesitantly place a half-hearted CTA at the bottom of their otherwise decent articles. 

That’s not the right thing to do. Your sales number will suffer if you don’t educate your readers on how to use your product for their use cases. You CAN and should sell your product without being sale-y. 

Enter a product-led content approach. 

This approach advocates the inclusion of your product into the narrative, provided your product facilitates the solution you suggest. In other words, if your product helps complete some steps that would take the user closer to the final solution, demonstrate how your product works in the relevant places. 

We, here at Concurate, are a big fan of product-led content and use it while writing content for our clients and ourselves. 
For example, consider the article “How can you reduce your outside legal service fee” we wrote for our client. We included a section:

Concurate places product without being pushy

Notice how we provided a lot of contexts that demonstrate we indeed understand the intricacies of their challenges. Also, we made it clear TIP Tool can save readers a lot of money by handing over the data they otherwise have to pay for.

Step #5 – Editing

Your first draft will always be messy. However, your editing skill transforms an ordinary draft into an excellent article that makes readers gobble it up first and then ask for the demo afterwards. 

Unfortunately, very few talk about how to edit SaaS content beyond generic advice. First, you want to cut out the filler words and passive voices. But what next? 

Here at Concurate, we do a three-step edit to give any content we write a shine:

Developmental Edit

Every SaaS content has a purpose and audience. If it fails to meet its goal and capture the target audience’s attention, then it will not convert. Developmental editing ensures your content meets your goal. 

During developmental editing, you check high-level structure:

  • Does the article answer what was promised in the headline?
  • Does this article speak to the right audience? 
  • Do these sections help to unfold the narrative or resist it? 
  • Is the angle right? 
  • Are your arguments strong and persuasive?

We suggest you look at your brief and audience profile before plunging into editing. That will help you to find the big “‘WHY”s. Also, at this point, you don’t want to focus on spell-check or grammar.

Copy Edit

A proper developmental edit makes your article relatable enough to your audience and fulfils its goals. However, redundant phrases, wordy sentences, conflicting ideas and bad logical structures can spoil the reading experience. 

During copy edit phase, you ensure your content is pleasant to read: 

  • Are reasons/benefits/“Why” clear to the readers? 
  • Are those sentences easy to read?
  • Does this paragraph add value or regurgitate the same thing twice?
  • How should I make these paragraphs concise?
  • Do these paragraphs connect?

You would do a lot of rearrangement of ideas, paragraphs and sentences in this step. Make sure reasons/ benefits/outcomes are so evident in every paragraph that readers never have to stop and think, “what is the point?” Also, you will look for cliches, generalizations and unwanted jargon usage and get rid of those.

Proofreading

Proofreading is for checking grammatical errors and punctuations. This step is pretty straightforward. You want to check things like: 

  • Are these words spelt correctly? 
  • Is the grammar right? 
  • Is this the correct punctuation? 
  • Are we using US English or UK English?

You can use tools like Grammarly for proofreading. However, some suggestions can steal your writing personality and make your content grammatically correct but bland. So channel your inner proofreader even if you have tools like Grammarly. 

On-page SEO

After you finish editing, you want to take care of On-page SEO: 

  • Use H1, H2, and H3 tags. 
  • Use keywords in the headline. 
  • Place links to other blog posts (internal linking) 
  • Place keywords in the meta description. 
  • Optimise image Alt tag

Parting Thoughts

Most SaaS content doesn’t generate leads because it fails to persuade and relate to the audience, lacks specificity and has zero mention of the product. However, you can do better by using the framework we laid out. It addresses every weakness of the existing SaaS content creation process and provides solutions.

About Us

We are a content marketing agency that brings business, not just website traffic. We curate the best content as per your company’s requirements and philosophy because we believe in the power of meaningful information.

If your organisation wants its content marketing strategy designed by an experienced and result-driven SaaS content marketing agency, let’s connect over a short call. Block our calendar today!

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Free Content Brief Template for Conversion-Focused Blog Post

Is Anyone Listening?

Recently we surveyed our clients to identify the gaps they observed while working with various content marketing agencies. One observation that stood out was that, before working with Concurate, clients had to carry considerable heavy lifting to get their pieces of content across the finish line.

The output will most likely be subpar if the article’s content brief – the blueprint – isn’t well prepared.

Common pain-point of Concurate's clients

At Concurate, as a content marketing agency, we prioritise preparing robust content briefs that ensure the output is powerful, brings visibility and helps our clients convert prospects into customers.

Having a dependable content brief and a process to create it helps us maintain the quality of output for our clients. With this in mind, here is a template that your business can use to prepare content briefs.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

Guidelines for Preparing Content Briefs

Title

A concise and catchy title for your content will allow you to hook your target audience and give them a clear indication of what the piece attempts to achieve.

You would not like your article’s title to drown in a sea of search results. Strong emotions and staggering statistics sway people. Incorporating words that indicate why and how something happened increases the upside of your article getting clicked.

For example, “From Almost Bankruptcy To $1.53 Billion Valuation: The Journey of Loom From A B2B Marketer’s Perspective

Reader Persona

Identifying your target audience is imperative. Start noting down the ideal audience of your article and try to make the description as precise as possible. By undergoing this exercise, you can provide your audience with timely, relevant, and actionable information. This step will allow you to know the following about your target readers:

  • What industry do they work in
  • What kind of business do they operate
  • What type of clients does their company serve
  • What is the amount of revenue that their company generates
  • What is their position in the hierarchy
  • What is their job profile
  • What pain points are they looking to resolve

For example, “Founders of medium-sized SaaS enterprises who want to hire a SaaS-based content marketing agency.” This statement can act as a starting point in assisting you in crafting the right content that will address pain points such founders are likely to possess. 

Current Perception

What is your ideal audience’s current outlook on a problem or approach to getting work done? What blindspots do the readers possess? Understanding their perceptions will help you to emphasise and address the core problem right at the outset. In addition, it will give the readers a clear idea of what they can expect to achieve by the close of the piece.

For example, founders of medium-sized SaaS enterprises might not possess a clear plan of action for hiring a content marketing agency that will be the right fit for their company. Moreover, they might not be aware of SaaS-based content marketing agencies or inclined to hire one.

New Perception

Strive to transform your reader’s neutral or negative outlook into a positive one. After going through your content, ideally, the reader is now aware of a possible solution to their problem and incentivised to adopt your proposed solution.

A unique selling proposition in your article nudges the reader to try moving to the next stage of the buying process. For example, the founders will understand the different elements of SaaS content marketing. They might also be subtly inclined to give your marketing agency a try based on the actionable insights.

Content Inspiration

Inspiration can strike anywhere. You might have been reading a publication, listening to a podcast, or perhaps come across a helpful article while entering queries on search engines. Ensure to link such resources to create engaging anecdotes in your articles.

Content Sources

Did you find any valuable resources such as a webinar, blog post, or interview while researching for the content piece? Then, make sure to hyperlink it to establish the proper context for your writer.

Article Opening

Statistics

A good content piece cites statistics to support the overarching view. It is always great to pick up statistics from reputable and authoritative sources and add a link.

Anecdote

Adding personal stories helps establish a connection with the reader. These stories can be something you experienced yourself or received from your clients. Your readers will likely think, “I felt the same way!” For example, do you recall the opening for this piece?

Messaging

Messaging helps writers to write the piece and pitch the brand’s solution in an intended manner. For example, at Concurate, we attempt to create content that brings business, not just traffic. We do this by adding relatable stories which maximise conversions.

Target Keywords

Is your content informative or conversion-focused? Your target keywords will vary accordingly. Providing these through keyword research will help your writers weave them seamlessly and allow the piece to rank higher organically. You can guide your writers by providing primary and secondary keywords.

Publishing Platform

Where will the content be published? For example, will it be published on your website or as a guest post?

Publishing Platform Guidelines

For example, if your content will publish as a guest article, ensure to denote pertinent guidelines to which the writer must adhere.

Internal Links

Internal linking refers to linking to your own website’s pages or blog articles. Your writers may not know all the past articles you’ve published. Save precious time and resources by including links to related pages in your content brief. This assistance will allow the writers to weave them into the piece seamlessly.

Word Limit

The word count is just an estimate. What is more important is that the message comes across correctly. Ideally, the article’s topic should dictate the length, not an arbitrary boilerplate word count. Contrary to popular wisdom, your audience does possess lengthy attention spans. You stand to gain higher backlinks, shares, dwell time, and click-through-rate with the right content. You can avoid setting artificial barriers and provide your writers with ballpark lengths, such as “1000-1200 words”.

Internal Chatter

“Internal Chatter” is stories from within the organisation that you can embed within the article. Provide your writers’ stories that increase relatability and help maximise conversions from the content piece.

Key Takeaways

Based on Concurate’s approach to preparing content briefs, here are six benefits you can expect the following:

  • Ranking higher on search engines by using the right keywords while preparing quality content that matches the search intent.
  • Achieving the purpose of your content by writing relatable, credible and valuable content. How? By successfully changing your readers’ perception through research-backed content.
  • Adjusting to readers’ maturity linguistically and depth of understanding by clearly outlining the persona.
  • Maintaining your branding and tone of voice by guiding your writers on how to approach messaging.
  • Connecting with your audience by sharing relatable “internal chatter” from within your organisation.

About Us

We are a content marketing agency that brings business, not just website traffic. We curate the best content as per your company’s requirements and philosophy because we believe in the power of meaningful information.

If your organisation wants thoughtful content brainstormed and designed by Concurate, let’s connect over a short call. Block our calendar today!

If you wish to read more goodness, subscribe to our newsletter.

We send value to your inbox only once in 15 days.

Content Promotion and Distribution | Get 80% Results from 20% Effort

The best ways for content promotion and distribution are not the best anymore.

During an internal meeting with my colleagues, we so happened to discuss different content promotion and distribution strategies – search engine optimisation, guest posting, and more.

I offered the opinion that search engines require you to use the right set of keywords while preparing content. My colleague, however, disagreed and proved how.

He said the wiser way to go about SEO is to niche down. How? Your business needs to target long-tail keywords instead of broad ones with higher buying intent. For instance:

Instead of trying to rank for “content marketing agency”, try to rank for:

  • “B2B SaaS content marketing agency for fintech”,
  • “B2B SaaS content marketing agency for legaltech”, and
  • “content marketing agency for a non-profit initiative”

This way, you stand to reach your potential customers much faster.

Your target audience will reach out to you (read: Inbound) rather than chasing them.

Intuitive, isn’t it?

In this article, we share how we bring leads to our clients using effective ways to promote and distribute content.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

Content Promotion and Distribution | 5 Actionable Ways

#1 – Niched-down SEO (20% Effort 80% Results)

#2 – Guest Posts  (80% Effort 20% Results)

#3 – Paid Promotion and Distribution (80% Effort 20% Results)

#4 – Personal Branding (80% Effort 20% Results)

#5 – Email Marketing (80% Effort 20% Results)

#1 – Niched-down SEO

Typically, businesses that are new to the game try to rank for difficult keywords such as “time management app” or “content marketing agency”. The inherent problem with this approach is that you’re competing with industry giants who’ve created giant content marketing machines over 10-15 years to rank higher on search engines.

But you need not despair! Another approach that can land your business on the coveted first page of search engines is to target long-tail keywords with high buying intent. If that sounds like jargon, let me share in simple words with an example.

Consider this example for our client, IP Toolworks. After using keyword analysis tools like Semrush, team Concurate found that IP Attorneys, the target audience for the client, were searching queries around “office action responses” that have worked with particular patent examiners.

In our work with IP Toolworks, team Concurate used long-tail keywords instead of broad ones with higher buying intent and published multiple content pieces around “office action responses [examiner name]”. This approach helped our client gain clear visibility at the top of Google search results and also brought qualified leads.

A carefully executed content marketing strategy can provide 80% of the results for 20% of the efforts.

#2 – Guest Posts

There are not many better ways to draw in your target audience than by establishing a presence on platforms where they typically spend time to find the latest happenings in your industry.

Concurate has followed this approach for its clients across the LegalTech SaaS space.

Triangle IP

TriangleIP’s TIP ToolTM is an intuitive drag-and-drop tool to help you capture enterprise-wide innovation & manage your patent lifecycle.

Concurate has assisted its client and founder of Triangle IP, Thomas Franklin, publish guest posts on platforms like The Future Shapers. Why does it work?

The Future Shapers is a global network of thought-leaders, innovation practitioners, business leaders, academics, and speakers who have come together to create innovative futures. This platform is an exact match for our client to reach its intended audience.

IP Toolworks

IP Toolworks has developed software that enables effective searches of past communications with the patent office. This creation stemmed from the founder’s discovery of consistent difficulty in transmitting knowledge to new attorneys, a situation he believed reflected more significant inefficiencies in the system.

Concurate has assisted its client and co-founder of IP Toolworks, Yvonne Morris, publish guest posts on platforms like IPWatchdog. So why does this platform suit their business?

IPWatchdog.com is the leading Intellectual Property Law Journal on the internet, providing an excellent fit for our client to be visible in front of its target audience.

ScanWriter

ScanWriter is a data entry automation and visualisation tool to assist financial fraud investigations by Personable Inc. It’s a homegrown software trusted by many district attorneys, forensic accountants, and fraud investigators working in the public sector across the USA. 

Concurate has assisted its client and founder of Personable Inc., Benjamin Chou, publish guest posts on renowned publications, such as The Association of Certified Fraud Examiners (ACFE), which is the world’s largest anti-fraud organisation. So establishing a presence on this platform is a real coup for ScanWriter.

The opportunity to publish guest posts on such highly authoritative and relevant publications has helped our clients gain highly qualified leads for their businesses.

#3 – Paid Promotion and Distribution

Although this approach can be a viable strategy for your SaaS business, the caveat is that paid promotion and distribution can boost your website traffic in short-term traffic, but it’s a costly affair. 

In our experience, LinkedIn works quite well with paid advertisements. We helped our client, Triangle IP, get leads through LinkedIn by offering a valuable template for their target audience.

#4 – Personal Branding

Another way to build a robust content marketing and distribution strategy is to spread your business’s word far and wide from your, the founder, and senior leadership’s personal social media handles.

As founders and members of the leadership team, your investment in personal branding can reap excellent results. You can leverage platforms like LinkedIn and Twitter to weave in the content you need to distribute. The idea is to post regularly, especially internal chatter from your business. At Concurate, we call everyday stories #internalchatter. These stories can stem from several angles:

  • Our approach to content creation,
  • Our attitude towards different events that life/work throws at us,
  • Proofs of working with incredible clients,
  • Blessings of an influential mentor,
  • Our attitude toward hiring people who can challenge our work, and
  • A reason to hire us

An excellent example to learn from is the SaaS business, Gong. Gong’s leaders regularly share their expertise on LinkedIn and continue building their respective communities. On a related note, if you’d like to learn more about the LinkedIn strategies of 5 successful B2B brands at a granular level, check out this article.

#5 – Email Marketing

Distributing your content using your email list is one of the best ways to supercharge your content promotion and distribution strategy. The best part is that you own the list and not a 3rd party platform. Additionally, you can share your thought processes and promote services to a willing audience.

We speak from experience that email marketing does indeed spring up some pretty pleasant surprises! 

Content Promotion and Distribution Strategies Comparison

CategoryTimeMoneyEffortRoI
Niched-down SEOHIGHLOWLOWHIGH
Guest PostsHIGHLOWHIGHMEDIUM
Paid Promotion and DistributionLOWHIGHMEDIUMLOW
Personal BrandingHIGHLOWMEDIUMLOW
Email MarketingHIGHLOWHIGHMEDIUM

Parting Thoughts

If you’re searching for a content marketing agency for your SaaS business that says, “This is how you’ll grow if you hire us,” then look no further!

Concurate is a content marketing agency that brings business, not just website traffic. We curate the best content as per your company’s requirements and philosophy because we believe in the power of meaningful information.

Let’s amplify your content’s distribution and take your blog to the next level. Let’s connect over a short call if you’re ready to outsmart your competition. Block our calendar today! We’d be happy to help you develop a content promotion and distribution strategy for your business.

If you wish to read more goodness, subscribe to our newsletter.

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10 Ways to Build Quality Backlinks for Your Website

Getting quality backlinks is like earning recommendations from authoritative people. Recommendations from authoritative people (read websites) don’t come easy, and it requires some heavy lifting at your end in terms of effort, time, or cost

For instance, you can commission an industry research report that gets covered by journalists and bloggers across the globe. This approach could be a cost-intensive way but is worth it. 

Another way can be contributing expert opinions through HARO or as a Forbes council member. If you want to become a Forbes council member, your business needs to have a minimum annual revenue of $1 Million. Whereas signing up for HARO can keep your inbox buzzing with emails. Content marketing agencies can come to your rescue in these cases.

As a content marketing agency, we have helped many clients get quality website backlinks. This activity, in turn, increased their authority and brought them more traffic and leads from search engines.

In this article, I will share how we got quality backlinks for our clients. But before we jump in, let’s look at the traits of quality backlinks.

Not All Backlinks Are Equal

You might be thinking, “Great, let’s create as many backlinks as we can, in any way possible,” right? Not so fast.

The quality of backlinks matters more than their quantity. A single quality backlink can be more potent than 1,000 low-quality backlinks. Therefore, your focus should be on building backlinks from websites in your niche that have a high “authority” score, meaning that they’re considered trustworthy, reliable and valuable in the eyes of search engines.

Traits of Quality Backlinks

#1 – They Come From Trusted, Authoritative Websites

While building the backlink profile for your website, it is vital to focus on receiving backlinks from websites with a high authority score. For example, a backlink from HubSpot will be more authoritative in search engines’ eyes than from 10 random blogs.

Additionally, the referring website must have a good volume of organic traffic. Tools like Semrush, which helps to conduct keyword research and find online ranking data, will show whether the traffic shows even distribution across the website’s pages, another vital consideration.

Finally, your list of potential referring websites must show consistent growth over a long period.

#2 – They Include Your Target Keyword in the Link’s Anchor Text

Anchor text is the visible, clickable text in the hyperlink. In an industry study by Ahrefs of the anchor texts of backlinks to 384,614 web pages, there was a correlation between keyword-rich anchor text and higher rankings for that keyword.

#3 – The Linking Website is Topically Related to Yours

If you’re operating in the SaaS space, it will be more beneficial to build backlinks from websites in the same industry that publish content around similar topics. Again, the similarity in context will aid you a lot.

Remain vigilant and never resort to deploying illicit means to build backlinks or receive referrals from websites that publish content on porn and gambling. Going down this route puts you at grave risk of being penalised by search engines.

#4 – The Link is a “Dofollow” Link

Dofollow Links

When your website receives a dofollow link, it is a signal from the referring website to search engines like Google that the link is organic, and they’re vouching for the accuracy of the content on the linked URL.

Nofollow Links

Nofollow links are less valuable since they ask search engines like Google to ignore the particular link. These signal to search engines that they needn’t follow the specific linked URL. Links from these sources tend to be “nofollow”:

  • Blog comments,
  • Press releases,
  • Paid advertisements

Google and other search engines ignore links with the “nofollow” tag. In other words, these links do not count for search engine ranking algorithms.

#5 – They Follow The Right Ratio

As SEO Chatter explains, “The main difference between referring domains and backlinks is that referring domains are the websites your backlinks are coming from while backlinks are the actual links on sites that are linking to your web pages. A referring domain can have one or more backlinks to a website.”

While building your website’s backlink profile, work towards maintaining the ratio between linked domains and referring domains around 1:1. A ratio tilted towards the referring domain is even better.

#6 – They Are Natural Links

As an SEO specialist for your website, strive to maintain that your backlinks are not paid-for posts and that the anchor text is unbranded and devoid of spam. It is a common observation that the quality of the backlink is disregarded by prioritising making a quick buck.

You can watch this video where team Concurate discusses its learnings on choosing the right website for building backlinks.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

10 Actionable Examples of Creating Quality Backlinks

To aid your understanding, we will show you practical examples of how Concurate has created quality backlinks for its clients across different industries.

#1 – Create High-Quality Content

One of the most straightforward ways of getting backlinks is to create top-quality content. Your north star should be to create linkable content that other websites can use and link back to your site. It can be a report, a video, a survey, or anything that others will consider a highly-prized piece of content.

Concurate’s client GreyB holds an envious advantage of glimpsing into the future. GreyB is an innovation research firm that performs custom analysis on patents, research papers, and market reports to drive business insights.

So if an organisation, say Samsung, wants an understanding of evolving business trends, such as 5G, to gain a competitive advantage over companies like Huawei, they naturally turn to GreyB. It so happens that GreyB has indeed created industry-acclaimed reports, such as this one on 5G. Content such as this has generated citations in industry-relevant blogs and publications.

#2 – Publish Guest Posts

Guest posting is a dependable way to get backlinks for your website and is a tried and tested approach. You can consider reaching out to websites in your industry and niche that accept guest submissions and submit posts. Some websites usually offer contributor accounts, or a “write for us” section where select people can write articles and get featured on the website. You can link your site in the author’s bio section or within the text content.

Concurate has contributed to industry-relevant blogs, such as The Future Shapers, to help its client, Triangle IP, receive quality backlinks.

#3 – Contribute to Already Ranking Listicles

People entering search queries along the lines of “best tools for [pain-point]” are savvy potential customers who know what they’re looking to buy. They are likely to be educated about the functionalities that will suit their needs. Winning a spot in listicles on review websites comparing different products is expected to help you gain traction and receive high-quality backlinks.

Concurate has helped its client PQAI receive mentions on such pieces of content from reliable and authoritative websites.

#4 – Contribute Opinions or Ideas As Experts

A fantastic way to gain visibility as a thought leader in your industry is to consider contributing to renowned business councils and outlets such as Forbes and HARO.

Forbes Councils

Forbes Councils is an invitation-only, professional organization where top CEOs and entrepreneurs build professional skills and gain connections and visibility on Forbes.

You can consider getting invited and contributing to such councils. For example, you’ll contribute to a paragraph or a quote for a content piece as an expert opinion.

Concurate has helped GreyB’s senior leaders gain admission and contribute to the Forbes Business Council.

HARO

Help a Report Out is a leading PR platform where journalists and content creators meet industry experts who share their insights and opinions. The best and the most relevant answers to the journalists’ queries get published in their articles.

Using HARO, Concurate helped its client, IP Toolworks, feature on a major technology website, tech.co.

By giving interviews and contributing at such mediums, you can expect to gain high-quality dofollow backlinks for your website.

#5 – Participate in Industry Conferences

You stand to gain a lot by attending industry conferences. From a purely virtual standpoint, your business stands to gain authoritative links around your attendance, contributions and more.

Concurate has helped its client, Triangle IP, participate in renowned conferences such as JURIX 2020, an international conference on legal knowledge and information systems.​

#6 – Sponsor Notable Events

You stand a chance to gain vital recognition by being a pivotal sponsor of renowned events such as industry conferences. In addition, referrals on events’ websites are likely to help you receive highly authoritative backlinks for your website.

Concurate has helped its client, ScanWriter, sponsor industry conferences such as the ACFE Global Fraud Conference.

#7 – Engage in the Comments Section

Finally, you can consider generating “nofollow” backlinks for your website by engaging with content pieces on blogs and publications.

Concurate has represented its clients by engaging with content from thought leaders such as Steve Blank. This has helped Concurate receive backlinks from such personalities’ personal blogs and websites.

#8 – Getting Listed in Directories

By getting your business listed on reputable directories and peer-to-peer review sites such as G2, you can manage to convert high-quality directory backlinks into favourable search engine rankings.

A notably beneficial aspect of business directories is that they’re quite popular amongst consumers. So, by getting yourself published within such listings, you’re not just building directory backlinks – you’re also getting to showcase your business in front of a wide audience base.

Concurate has helped its client, Triangle IP, get listed on the reputed peer-to-peer review website, G2, amongst other such directories.

#9 – Appear on Podcasts

You can build backlinks by appearing on podcasts. In this approach, you, as a business owner, pitch yourself as a guest on industry podcasts and receive links from the episode’s page.

This approach is a great way to build more backlinks and generate interest in your brand. By talking about valuable content and sharing it with a wide audience, you stand to gain higher exposure and potentially receive more backlinks than just from the episode’s introduction.

Concurate has helped its client and founder of Triangle IP, Thomas Franklin, appear on leading industry-relevant podcasts such as the Reinventing Professionals podcast.

#10 – Give Interviews

Online interviews are a straightforward way to build your website’s backlink profile. However, it requires a lot of time and effort since you’re first required to establish yourself as an accomplished figure in your business or sector to receive the right interview invites.

Concurate has helped its client and founder of Triangle IP, Thomas Franklin, give interviews on quality outlets such as ideamensch, an interview platform for entrepreneurs to share their stories.

What You Can Do Next

We are a content marketing agency that brings business, not just website traffic. We curate the best content as per your company’s requirements and philosophy because we believe in the power of meaningful information.

Let’s turn your website traffic into paying customers by taking your blog to the next level. Do you want to connect over a short call to gain higher authority for your website? Block our calendar today! We’d be happy to help you develop a content marketing strategy for your business.

If you wish to read more goodness, subscribe to our newsletter.

We send value to your inbox only once in 15 days.

Proven Content Marketing Strategies That Work For LegalTech Companies

Are you facing a dilemma with no leads, conversions, and minimal return on investment? Look no further if you’re still searching for a content marketing agency for your LegalTech organisation that says, “This is how you’ll grow if you hire us.”

Concurate Works Differently | Our Strategy

In-depth Research

#1 – Understanding Your Company’s Products and Services

The team at Concurate aims to get a holistic understanding of your LegalTech organisation at the start of the engagement. We learn about your customers’ top priorities at work and understand the challenges that come their way. For instance, are they looking to safeguard their prized intellectual property? Additionally, we attempt to discover the use case for your product/service.

#2 – Evaluating Competitors and Current Performance

As the next step in our research, we learn what customers are attempting to find in your industry. From our previous example, are they trying to discover and access standard legal templates or looking to troubleshoot litigations that arise? Our priority is to find and understand the standout feature or benefit that prospects want. The team also learns about the competitive landscape. What are the competing products and organisations operating in the space? Finally, the team audits your current content marketing strategy, understands what’s working and isn’t, and charts the way forward.

#3 – Understanding Your Customer’s Goals and Pain Points

Concurate works to get an understanding of your ideal customer profile. Are you looking to serve individuals, startups, or enterprises? What job profile will you benefit from using your product? Through our research and interviews, we find the top benefits customers get from using your services. We also attempt to find out the core problem customers were trying to resolve when they came across your LegalTech product or service.

#4 – Finding Out Why Your Visitors Aren’t Converting

In our interviews with outbound marketing teams like customer success and sales, it is our earnest attempt to find the tell-tale situations or scenarios that jump out and signal whether the lead will close (or will never close). Along the way, we aim to know and understand which products or services come up in sales conversations and if there are any specific ones that prospects often switch from.

Produce Highly Researched Company-Specific Content

Concurate’s content marketing strategy follows the Pain Point SEO philosophy, aiming to target long-tail keywords on search engines, having comparatively low search volume but high buying intent. The benefits of this approach are that it resonates with knowledgeable customers who know what they want and directly addresses their pain points. The result is more sales-qualified leads, signups, and new customers.

Driving Right Fit Traffic through Paid and Organic Channels

Your content marketing efforts do not end with ideation and creation. An important unmissable aspect is distributing and showcasing the content to the right audience on the right platforms. The team at Concurate works to optimise the search engine rankings, distribution of content on social media platforms, and designing and publishing lead magnets on syndication platforms to attract the right audience for your FinTech organisation. Additionally, Concurate helps to land influential executives in your organisation to pen guest posts on premier publications and garner quality citations from reputed sites.

Measuring Results, Generating Insights and Reporting on Results

It’s vital to gather data, derive insights and attribute results to specific efforts. At Concurate, we pride ourselves on providing transparent reports on how our content marketing efforts result in increased traffic, website engagement, an increase in the number of leads, signups achieved and customers onboarded.

Our Approach

Concurate follows the approach of Attract, Retain, Capture and Convert while ideation and creating content pieces. This approach dictates how the content gets promoted through different channels. This example comes from our client, Triangle IP. The TIP Tool by Triangle IP is an intuitive drag and drop tool that helps you manage the end-to-end IP lifecycle from ideas to patents. The vision behind TIP Tool’s creation is the democratisation of patents. Usually, the patent process is not transparent, and many organisations do not have enterprise-wide innovation capture systems and processes. The TIP tool is here to change that.

Content Ideation

Designing a lead magnet as a downloadable resource. Inspired from a common pain point in the Intellectual Property (IP) industry.

Content Creation

We created the downloadable resource in the form of a template. In this case, an Invention Disclosure Form (IDF). In addition, we embedded the Invention Disclosure Form in an accompanying article.

#1 – Attract

This is the reason why people ended up on your website. Since your content piece promised to deliver upon something they were searching for.

Source: Google

#2 – Retain

You don’t want the website visitors to bounce back just after reading one article on your website.

Things that can help retain the visitor to your website are – helpful articles in the same category, templates, product tours, use cases, guides and more. In addition, we need to make sure that it’s super intuitive for the visitors to navigate different website sections.

Moreover, understanding website visitors’ behaviour through some analytics tool like Google Analytics can give great pointers. For example, the tool tells where the visitors enter your website, which pages they browse, where they exit and more.

Representative Google Analytics Dashboard

#3 – Capture

Next up, we attempt to capture the highly relevant and qualified contact information of prospective customers for our client.

Source: Triangle IP

#4 – Convert

Finally, we attempt to give a walkthrough of the product and schedule live or virtual product demonstrations to help our client clinch more deals.

Source: Triangle IP

Content Promotion

Let’s look at how this valuable content got promoted to the right audience.

#1 – Search Engine Optimisation

Searching for “invention disclosure form sample download” gives you Triangle IP as the first search result. How about that? If your content signals expertise, authority and trustworthiness, you can organically reach the right audience without paying in the form of an arm or a leg.

#2 – Social Media

Next, we published the content on platforms such as LinkedIn to ensure that the content piece reached the right audience.

Source: LinkedIn

#3 – Content Republishing

It’s also vital to cross-post content on platforms where your target audience resides or learns about industry information.

Source: The Future Shapers

#4 – Guest Posts

We ensure that our clients appear on industry-relevant podcasts and blogs for interviews and allied activities.

Source: Idea Mensch

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

LegalTech Case Studies: How Concurate Converted Clients For Triangle IP and IP Toolworks

Content Ideation

The Principles

#1 –  Being More Strategic In What Keywords We Target

As explained previously, Concurate focuses on Pain Point SEO instead of Volume Driven SEO. In such a case, we went after keywords such as “download [use case] sample” and so on. The psychological intent behind these search queries is precise, with a clear buying intention.

#2 – Creating Conversion-focused Content For Each Keyword Targeted

The consequence of this approach is that the content pieces become easier to write. As a result, it resonates more with the target audience and is easier to promote. The articles also rank higher for long-tail search phrases.

Source: Google

Understanding Customers’ Intentions and Pain Points

#1 – What Challenges Are Customers Trying to Solve?

The focus over here is to probe and discover the anxieties, difficulties, wants, and aspirations of target consumers.

#2 – What Challenges Do The Customers Have Before Buying?

Knowing the specific challenges that, say, individual inventors face in the case of Triangle IP,  helps Concurate conduct keyword research. This activity comes after determining the target consumers’ main pain points and goals.

#3 – Why Did Customers Choose Our Client Over Other Alternatives?

With this step, Concurate attempts to understand the significant benefits of opting for our clients compared to competitors and other free alternatives that prospects may be employing.

#4 – Develop Customer Persona

Finally, Concurate attempts to create an ideal client avatar (individual inventor, patent attorney, etc.) that captures the client team’s shared thoughts and drives future marketing endeavours.

Creating a target persona aims to narrow down the best customers. So who are your “best” customers? Typically, your “best customers” offer quick sales cycles, high average deal size, long retention rate, and minimal support headaches.

Content Creation

#1 – Scalable

At Concurate, we attempt to create scalable content. Scalability means that after expending initial efforts to develop scripts and templates, we publish content that enhances our clients’ expertise, authority and trustworthiness. For example, we created multiple “patent portfolio statistics” content pieces for our client, Triangle IP.

Source: Triangle IP

#2 – Alternatives/Comparisons/Case Studies

It helps to offer prospects information on how your tool operates along multiple criteria against competing products and services. Additionally, as part of our “Retain” approach to content creation, we publish educational case studies such as this one for our client, IP Toolworks.

Source: IP Toolworks

#3 – Buying Intent Focused

The intention to target buying-intent-focused keywords is that we’re attempting to attract, capture and convert savvy and educated consumers who know the exact problem they’re looking to solve. So, for example, we created multiple pieces of content around “type 101 rejections” for our client IP Toolworks. Significantly, our article ranks at the top of Google search results.

Source: Google

Content Promotion

Here are some more examples of how we have successfully promoted relevant content for our clients

#1 – Search Engine Optimisation

If a user enters the search query “top [tool] alternatives”, they’re more likely to have a buying intent and a clear understanding of what works and doesn’t work for their business use case.

Our content piece titled “Top 5 IdeaScale Alternatives You Must Know in 2022” successfully ranks our client at the top of Google search results.

Source: Google

#2 – Social Media

Creating “scalable” content, as we mentioned earlier, makes for easy publishing on social media channels as well. We publish on platforms like LinkedIn, where our client’s target audience spends their time.

Source: LinkedIn

What You Should Do Now

We are a content marketing agency that brings business, not just website traffic. We curate the best content as per your company’s requirements and philosophy because we believe in the power of meaningful information.
Let’s turn your content into customers and take your LegalTech blog to the next level. Let’s connect over a short call if you’re ready to outshine your competition. Block our calendar today! We’d be happy to help you develop a content marketing strategy for your business.

If you wish to read more goodness, subscribe to our newsletter.

We send value to your inbox only once in 15 days.

5 Examples of Superior Approach to FinTech Content Marketing

When we say the following, “Bigger budgets mean better results,” “It’s impossible to compete on backlinks and domain ratings,” and “SEO” doesn’t work,” does it feel like we’re pulling words out of your mouth?

If you follow the conventional approach of executing your organization’s FinTech content marketing strategy, you’re most likely to receive disappointing results.

Let’s bust these myths.

Common Misconceptions

#1 – Bigger Budgets Mean Better Results

Simply throwing more money across widespread channels like social media, pay-per-click advertising, influencer collaborations, and volume-driven type of content piece creation will get mixed results best. This is not the case if you execute content marketing with a buyer’s intention-driven approach. You can still be the David to the traditional Goliaths.

#2 – Impossible to Compete on Backlinks and Domain Ratings

Even if you’re going against financial services giants like Robinhood and Revolut, you can still compete on search engine result page (SERP) rankings. How? By producing blog posts content which builds expertise, authority and trustworthiness in Google parlance. You must create content that resonates with savvy buyers and addresses what they’re looking to resolve. This approach will require manual backlinking from authoritative destinations. Creating valuable content helps win these battles.

#3 – “SEO” doesn’t work

There’s a lot to Search Engine Optimisation than trying to rank for volume-driven keywords. You must consider facets such as on-page SEO, like content structure, relevance and value, headlines, tags, etc.

You must also work on off-page SEO by curating quality citations from renowned websites to add authority scores to your domains.

Additionally, optimising technical SEO along the lines of a mobile-friendly website, easiness for search engines to crawl and index your website, and more.

With the common misconceptions addressed, let us focus on the common (read: unsatisfactory) tactics deployed to carry out content marketing.

Common Content Marketing Tactics

#1 – Playing A Content Volume Game

“Let’s just create more content.” This approach means FinTech companies produce maximum content to rank for as many keywords. As a result, you’re competing for keywords that garner more clicks, do not likely have a medium-to-high buying intent, and are extremely difficult to rank.

#2 – Focusing on Traffic

We are with you when we say that traffic is essential.

But more traffic does not always equal more conversions! Consider this. Targeting a smaller percentage of high-buying intent search terms is better than a minuscule portion of many low-buying intent search queries.

#3 – Beginner Level Content

It counts as a frustrating experience for the user when they are savvy about the search terms they’re using yet, end up landing on content pages that provide surface-level knowledge in an attempt to grab anyone and everyone.

This brings us to the usual services you’re likely to avail yourself of from most content marketing agencies.

Standard Agencies Offer

#1 – Content That Doesn’t Speak to Savvy Customers

While finance as an industry has a broad appeal, FinTech companies like yours in specialised niches will have recurring and potential customers with advanced knowledge of the space. Unfortunately, due to their lack of experience, typical content marketing agencies inadvertently curate “fluff” pieces that won’t spark readers’ interest or nudge them to share details or close the deal.

#2 – Freelance Writers Who Don’t Understand The Industry

We speak from experience when we say it is a hard pill to swallow assigning technical pieces to content writers without specific financial expertise. So at Concurate, we ensure that writers have diverse backgrounds in the FinTech industry – patent attorneys or corporate lawyers.

#3 – Unwilling to be Accountable for Results

Typical content marketing agencies will offer you standard “x content pieces per month” packages. However, they will hesitate to explain in plain language how their content marketing efforts directly contribute to engagement, leads, signups or sales.

#4 – Lack of Systematic Distribution & Promotion Process

Content marketing requires a systematic approach for distributing your valuable content and building brand awareness. Simply blasting across social media channels and email mailing lists won’t do the trick. Instead, your promotion process will entail ranking organically via search engine optimisation, organic distribution to your network, syndicating content on platforms where your target audience resides, doing paid promotions, and manually building backlinks. This targeted approach is lacking in typical content marketing agencies.

Usual Results

The results are no leads, conversions, and return on investment. So you’ll be looking for a content marketing agency for your FinTech organisation that says, “This is how you’ll grow if you hire us.”

Our Strategy

In-depth Research

#1 – Understanding Your Company’s Products and Services

At Concurate, we aim to get a holistic understanding of your FinTech organisation at the start of our engagement. We try to learn your customers’ top priorities at work and understand their challenges. Additionally, we attempt to discover the use case(s) for your product/service.

#2 – Evaluating Competitors and Current Performance

As a next step, we learn what existing customers find especially appealing in the space. First, we aim to understand the one feature/benefit customers want. Next, we learn about the competitive landscape. Finally, we audit the current content marketing strategy, understand what’s working and what isn’t and chart the way forward.

#3 – Understanding Your Customer’s Goals and Pain Points

To gauge an understanding of your customers, we work on finding the top benefits they get from using your services. Aside from the primary benefits, we also attempt to narrow down on the problem customers were trying to solve when they initially came across your product or service.

#4 – Finding Out Why Your Visitors Aren’t Converting

In our interviews with customer success experts, we try to find out if there are any tell-tale situations or scenarios that whenever they see it, they know the lead will close (or the lead will never close). We also attempt to find what other products or services come up in sales conversations and if there are any products or services that prospects often switch from.

Produce Highly Researched Company-Specific Content

Concurate aims to ideate, create and distribute content that addresses your potentially best customers’ pain points. This philosophy, also known as Pain Point SEO, aims to target long-tail keywords on search engines, having comparatively low search volume but high buying intent.

The benefit of this approach is that content that resonates with savvy customers, builds trust, and directly addresses their pain points is an easy sell. The result is more sales-qualified leads, signups and new customers.

Driving Right Fit Traffic through Paid and Organic Channels

As you’ll discover in this piece, ideating and creating content is 2/3rd of the battle. Another aspect is distributing and showcasing the content to the right audience on the right platforms. Concurate works to optimise the SEO, distribute social media content, and curate lead magnets on syndication platforms to attract the right audience for your FinTech organisation. Additionally, Concurate helps to land influential executives in your organisation to pen guest posts on premier publications and garner quality citations from reputed sites.

Measuring Results, Generating Insights and Reporting on Results

An organisation must gather data and derive insights to attribute results to specific efforts. At Concurate, we pride ourselves on providing transparency on how our content marketing efforts result in increased traffic, website engagement, an increase in the number of leads, signups achieved and customers onboarded.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

FinTech Content Marketing Case Study: How Concurate Converted Clients For ScanWriter

About ScanWriter

ScanWriter is a data entry automation and visualisation tool to assist financial fraud investigations. It’s a US-based homegrown software trusted by many district attorneys, forensic accountants, and fraud investigators working in the public sector across the USA. ScanWriter takes pride in offering 100% accuracy, exceptionally high processing speeds, audit trail, automatic visualisation of financial models like ‘flow of funds’, 24×7 customer support, and more. Team ScanWriter is committed to serving the anti-fraud professionals across the United States to their best level.

Content Ideation

The Principles

#1 –  Being More Strategic In What Keywords We Target

As explained previously, Concurate focuses on Pain Point SEO instead of Volume Driven SEO. In such a case, we went after keywords such as “financial investigation software”, “[Competitor] alternatives”, and so on. The psychological intent behind these search queries is highly targeted with a clear buying intention.

#2 – Creating Conversion-focused Content For Each Keyword Targeted

The consequence of this approach is that the post becomes easier to write. As a result, the content piece resonates more with the target audience and is easier to promote! The posts also rank higher for long-tail search phrases (proof upcoming).

Understanding Customers’ Intentions and Pain Points

#1 – What Challenges Are Customers Trying to Solve?

The intention is to probe and discover anxieties, difficulties, wants, and aspirations while performing fraud investigations.

#2 – What Challenges Do The Customers Have Before Buying?

Knowing the specific challenges that fraud investigators face helps conduct keyword research. This activity comes after determining the main pain points and goals.

#3 – Why Did Customers Choose ScanWriter Over Other Alternatives?

With this step, Concurate attempts to understand the significant benefits of ScanWriter compared to competitors and other free alternatives that investigators may be employing.

#4 – Develop Customer Persona

Finally, Concurate attempts to create an ideal client avatar (fraud investigator, forensic accountant, etc.) that captures the ScanWriter team’s shared thoughts and drives future marketing endeavours.

Creating a target persona aims to narrow down the best customers. So what do “best” customers look like? Typically, you’ll encounter quick sales cycles, high average deal size, long retention rate, and minimal support headaches.

Customer Interviews

Here’s an inside look into our questioning with ScanWriter’s customers to enhance the product’s value and build new features:

  • What’s your job title?
  • What made you adopt ScanWriter?
  • Are you facing any issue(s) with using ScanWriter?
    • Tell us more about these issue(s)?
    • When did you discover these issue(s)?
    • How did you find out about these issue(s)?
  • How often do you use ScanWriter: Daily, case-by-case?
  • Who all in your team use ScanWriter?
  • Can you use prominent X, Y, and Z feature(s)?
    • Do you need help with the significant X feature?
  • What’s the most helpful feature of ScanWriter?
  • What’s the most crucial benefit of using ScanWriter?
  • How many [use case] do you [activity] in a typical batch?

While learning about specific use cases and pain points, the team probes further:

  • Did you know about the X feature? We can hook you up with a product specialist to help improve your workflow based on what you just shared by walking through how the X feature works.
  • Where are you using ScanWriter? Virtual or at the office? How do you collaborate?
  • Anyone else you think will benefit from using this tool?
  • Which job titles should we approach to try using ScanWriter?
  • Which allied industries can we target to try using ScanWriter based on your experience?
  • Would you be open to a case study on how you benefit from using ScanWriter?
  • If I skipped anything, would you like to share anything else?

Content Creation

Bottom of the Funnel Content

We create content around comparatively low-volume, long-tail keywords with high buying intent. This targets educating savvy prospects who know precisely what they’re looking for. An example is a “[Use case] software” article.

ScanWriter bottom of the funnel content

(Source: ScanWriter)

Content Promotion

Search Engine Optimisation

Creating educational content that is authoritative and trustworthy helps land clients like ScanWriter on Page 1 (might we add, rank 1) of Google search results!

ScanWriter search engine optimised content

(Source: Google)

Social Media

Concurate works on distributing content via social media platforms such as LinkedIn. With the right hashtags and audience targeting, clients receive quality sales-qualified leads.

ScanWriter social media content distribution

(Source: LinkedIn)

Content Syndication

Establishing a presence on platforms where your target audience consumes information about your industry is vital. Providing valuable content in resources such as White Papers will help increase leads and attract quality prospects.

ScanWriter White Paper

(Source: Fraud Magazine)

Guest Posting

Guest posting on leading, prominent industry publications helps lend credibility to your brand. At Concurate, we help clients establish their presence.

ScanWriter Guest Post

(Source: Forbes)

What You Should Do Now

We are a content marketing agency that brings business, not just website traffic. We curate the best content as per your company’s requirements and philosophy because we believe in the power of meaningful information.
Let’s turn your content into customers and take your FinTech blog to the next level. If you’re ready to outshine your competition at content marketing, let’s connect over a short call. Block our calendar today! We’d be happy to help you develop a content marketing strategy that works for your business.

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How To Get More Users For Your SaaS Through Affordable Content Marketing

Let’s consider a scenario where you’re a new SaaS startup in the CRM (customer relationship management) space. As the business owner, founder or marketing manager, you might feel spooked at the prospect of competing with the big-name players. You ideally want to rank higher on industry-standard keywords, like “CRM software”.

While your intentions are well-founded, here’s the kicker: how do you rank higher than your established competitors like Salesforce, HubSpot, etc.? You question how a small enterprise such as yours can beat them at content marketing, considering they have huge budgets and a well-oiled content creation marketing machine churning out 30+ blog post content pieces a month. How do you outrank the competition on search engines and gain visibility?
How do you optimise your content marketing strategy if you’re a small to medium-sized SaaS business? The typical keywords that you might consider writing pieces of content around will have high difficulty levels. Additionally, you’ll be fighting for places against the domains of competitors having a higher number of references as well as higher “authority”. As you can tell, it will take inordinate amounts of time and money to crack the code and “rank” higher.

The Usual Content Marketing Strategy

Marketing managers and business heads usually focus on high-volume queries in the hopes that higher visibility will eventually lead to flow down the funnel and convert some leads. There is a problem with this approach, though. While these keywords/queries have a lot more people searching for them, they necessarily do not have a high buying intent. These keywords are not aiming to take away the pain of the prospects. Key learning is this: Highest Volume of Traffic ≠ Highest Volume of Conversions. We propose a different strategy centred around pain points and high buying intent.

Buying Intent Keywords SEO Strategy

What Is Buying Intent Keywords SEO Strategy?

In this strategy, you should consider adopting a mindset that turns the usual way of conducting business on its head. What is usually followed is to focus on keywords with the highest volume and ease to rank for. You’ll benefit from shifting your focus from increasing traffic to increasing leads and signups for your product.

The Winning Formula

To make your journey easier and inexpensive, target keywords by deploying the following three facets:

#1 – High Search Volume

These are keywords that people are searching for in droves. Say, “HubSpot”, “HubSpot alternatives”, etc.

#2 – Low Keyword Difficulty

Considering you’re competing with HubSpot and Salesforce in the CRM space, keywords like “‘Your Product’ vs HubSpot” and “‘Your Product’ vs Salesforce” will tend to have lower keyword difficulty.

#3 – High Intent Keywords

Essentially, you’re attacking keywords and topics that discuss solutions to the problem which the searcher is trying to solve.

This approach will help you create the kind of content pieces and target keywords that better match the buyer’s intent as they pass through the buyer’s funnel. This approach will help you better differentiate and outrank even the most formidable of competitors on search engine result pages.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

Questions To Identify Buying Intent Keywords

In order to ideate and identify buying intent keywords, your best course of action is to have an in-depth understanding of your prospects and customers. This approach will help you accomplish your goals because while the rest of the competition is focused on traffic, you’ll be able to assist and help your prospects and customers through well-researched pieces.

Here are some questions to ask your clients and customers to help you identify high-intent keywords to target:

#1 – What Problem Is Your Tool Trying To Solve?

This question will help you to target the right keywords when someone is researching for solutions that your product is aiming to solve.

#2 – What Alternatives Are Prospects Currently Searching For?

This question will help you to identify who your customers consider as your competitors and alternatives.

#3 – How Would Prospects Describe Your Product To Someone Who Knows Nothing About It?

This question will help you to target the right keywords when someone is describing your product. This can help you to even target keywords such as the personas you’re catering to.

#4 – What Are The Top Benefits Your Product Offers?

This question will help you target the right keywords for different use cases and the benefits your customers can expect to gain from using your product.

#5 – How Will Prospects Search For Your Product?

This question will help you to target the right keywords when someone is searching for your product.

With our bases covered, let’s find out which content pieces will work best for your objectives.

Types of Content Pieces That Work

Long-tail marketing “refers to the large number of products that sell in small quantities, as contrasted with the small number of best-selling products.” By going after long-tail high buying intent keywords, you’re able to beat out high-volume low buying intent keywords.

In order to better illustrate our point, we’ll be giving you actionable examples from the work Concurate has carried out for its client, Triangle IP.

#1 – Comparison Pieces

This way, you’re comparing your product to your top competitors. By creating a content piece comparing Triangle IP’s flagship product with competitors like Salesforce and Jira was able to rank first on the search engine result page by using this approach.

TriangleIP Comparison Piece

#2 – Best Products Lists

Using this approach, you provide prospects and customers with a ready-reckoner list of the best products in the category that they’re searching for. A content piece covering the best tools in Triangle IP’s industry was able to rank third on the search engine result page by using this approach.

TriangleIP Product Category List Piece

#3 – Alternatives Tools Lists

This content piece helps your prospects and customers look for alternatives to your competitors’ products. A content piece covering the top alternatives to one of Triangle IP’s competitors was able to rank second on the search engine result page using this approach.

TriangleIP Alternative Piece

#4 – Use Cases Pieces

By creating such pieces, you guide customers and prospects on solving a business problem they’re facing while also pitching your product as a potential solution. A content piece covering the essential features of products in Triangle IP’s domain was able to rank second on the search engine result page using this approach.

TriangleIP Use Case Piece

Takeaways

You should consider prioritising producing these pieces of content aimed at high buying intent before going after keywords and search queries that are catered towards bringing in a high volume of traffic. In summary, these are the steps that will benefit you to get the most ROI for your SaaS from your content marketing efforts:

  • Shifting your focus from increasing traffic to increasing leads and signups for your product.
  • Targeting keywords with high search volume, low keyword difficulty and high buying intent.
  • Gathering an in-depth understanding of your prospects and customers to ideate and identify buying intent keywords.
  • Creating pieces that compare, list options, share alternatives, and guide customers in their buying journey.

About Us

We are a content marketing agency that brings business, not just website traffic. We believe in creating useful and meaningful content relevant to your target audience. This content helps your target audience find you instead of you chasing them.

If your organisation wants to explore content marketing to bring you more business, let’s connect over a short call. Block our calendar today!

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Content Marketing Strategy That Works For Your Growth Stage

Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.

David Beebe, former head of content, Marriott

Content Marketing comes in many different shapes and forms. As HubSpot remarks, there are about 12 types of content marketing in a marketer’s arsenal. Case studies, eBooks, whitepapers, and yes, even memes!

But while that is a step in the right direction, what content is the best fit for the growth stage your enterprise is experiencing will differ from case to case. Something that will work for an established industry giant will be an ill-fit for an upcoming company still in its infancy.

Simply stating content marketing comes in a dozen-odd “types” will also be a disservice. Instead, we need to explore the different formats of content marketing. This will require you to understand which format will help achieve a particular goal for your enterprise.

So, without further ado, let’s explore the appropriate route for your organisation.

Growth Stages and Relevant Formats of Content Marketing

Growth Stages

At the outset, let’s have a clear understanding of the different stages your enterprise will experience.

#1 – Childhood

Childhood will be the stage in which an organisation is innovating how a problem is tackled in the industry. We’ll further explore an example of Calendly which helps you schedule meetings professionally and efficiently in a post-CoVID world.

#2 – Adolescence

Adolescence is when an enterprise is part of a breakaway group preferred by the early adopters and early-majority of consumers. An example that we’ll explore further is Teachable, which helps you teach audiences globally by personalising content as per your brand’s unique positioning.

#3 – Adult

The adult is the stage in which an enterprise is part of a breakaway group preferred by the late majority and laggards of consumers. Examples include Adobe, Mailchimp, etc.

Formats

What content marketing options you have available to yourself for the different growth stages vary. There are essentially three formats out there:

#1 – Product-Focused

Your content will revolve around talking about what benefits consumers are receiving from using your product in this format. Examples include publishing case studies to increase brand value and thought leadership, issuing how-to guides to educate and support consumers, and sharing customer stories to generate revenue.

#2 – SEO

SEO-friendly content helps you attain domain authority and rank higher on search engine result pages. Examples include publishing informational articles on topical issues to increase brand value, sharing error-resolution content like Shopify does to educate and support consumers, and sharing different integrations your product can incorporate to generate revenue.

#3 – Original Content

This secret sauce helps you stand apart on the playing field. Original content draws in your target audience and keeps them hooked, courtesy of its inherent value. Examples include personal storytelling and tapping into industry networks to share insights and wins. These help to increase brand value and educate, and support customers. You can also share data studies that your enterprise has conducted and specific concepts you have invented like Drift did, which helps educate and support consumers and build thought leadership. Finally, you can share the results of surveys you have overseen and the actionable insights gathered from them that help increases brand value and amplify your voice.

Formats and Types of Content for your SaaS Company

Stage/FormatProduct FocusedSEOOriginal Content
ChildhoodCustomer Stories, Case StudiesPersonal Storytelling, Network-based Content
AdolescenceHow-to Guides, Product UpdatesInformationalData Studies, “Invented” Concepts
AdultProduct ROI ReportsErrorsSurveys

Let’s look at the examples of types of content you can publish depending upon your company’s chosen formats and relevant growth stage.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

#1 – Childhood

Product-Focused
Customer Stories

This type of content helps you share what efficiencies your product offers to organisations in different industries. Calendly’s power lies in scheduling meetings. Take a look at how it showed its customer’s success story in this well-crafted piece.

Case Studies

A case study helps you extensively share rich information about how your company helped even an industry giant. For example, take a look at this example by Drift and how it helped Adobe build engagement across its heavily trafficked website.

Original Content
Personal Storytelling

In this approach, you guide your target audience by illustrating what worked (and didn’t work) out for you while tackling specific business situations. In an example closer to home, Concurate brainstormed and designed a lead magnet for Triangle IP and presented the results in a blog post.

Network-based Content

In this approach, you conduct honest conversations with people in your industry and discuss insights and different ways of doing things. ScanWriter helps tackle the challenges of modern fraud with cutting-edge technology. We help them host a podcast called The Future of Fraud Investigation as their marketing partner.

#2 – Adolescence

You can incorporate the strategies from the Childhood stage (except original content) over here. Let’s now discuss Adolescence stage-specific strategies.

Product-Focused
How-to Guides

This type of content hits closer to home about your core product offering. Teachable is one of the best choices for making courses online. Take a look at this blog post by Teachable on creating an online course. It gives them an advantage in sharing their ideas without the audience doubting their credentials.

Product Updates

In this type of content, you share new features that your company has launched – the latest technology you offer, how the updated design and experience helps customers get more out of your product. Take a look at this product update example from Loom, an asynchronous video-sharing platform.

SEO
Informational

Cryptocurrencies are the new-age solutions for sending and receiving money. So it makes sense to tie up the concept in content pieces that revolve around the same. Stripe, a payment processing software company, shared this article on how it is making payouts happen globally using its software. In addition to providing information about changes happening in the industry, it helps Stripe rank well on search engine result pages.

Original Content
“Invented” Concepts

Drift is an online chatbot service created with the mindset that customers want to have a conversation and not just be at the other end of a sales pitch. So they coined the term “conversational marketing,” which helped the brand scale new heights. We noted this in a previous article – Drift Marketing Strategy.

Data Storytelling and Data Studies

In this approach, your content creation will follow a storytelling approach of analyses that your business conducted across multiple factors. Concurate is a boutique content marketing agency helping medium-size SaaS businesses. As part of our work, we try to understand the best practices followed by different SaaS businesses worldwide. Whether it be GrammarlyDrift, or Shopify – we work on distilling their content marketing strategies into medium form content and explain it to our target audience.

#3 – Adult

You can incorporate the strategies from the Adolescence stage (except original content from the Childhood stage) over here. Let’s now discuss Adult stage-specific strategies.

Product-Focused
Product ROI Reports

In this type of content, you can share the potential returns on investment businesses receive from using your products and services. For example, look at this study commissioned by Adobe which revealed that organisations experienced benefits of $32.5 million over three years and an ROI of 250% by using Adobe Experience Cloud.

SEO
Errors

Mailchimp, as stated by Wikipedia, is a marketing automation platform and email marketing service for managing mailing lists and creating email marketing campaigns to send to customers. However, they understand that customers would sometimes like to tinker with technology. So, in an SEO-friendly article, they walked the customer through some common HTML mistakes that are made while sending emails. This article helps customers from making mistakes and provides a ready-reckoner piece that helps establish domain authority for Mailchimp.

Original Content
Survey

In this approach, you present a status report of how complex problems are tackled in your industry or businesses utilising your service. Your organisation achieves this by requesting specific insights through surveys. For example, popular graphic design firm Canva released a survey’s results. It showcased how different non-profits utilised Canva’s design tools to prepare their data reports. In addition, it allowed Canva to showcase that by utilising its tools, an organisation can present data-heavy content in an accessible, user-friendly, and engaging manner.

Parting Thoughts

We hope this piece provides you with actionable insights on creating standout content based on the growth stage of your SaaS company.

Concurate is a content marketing agency that brings business, not just website traffic. We curate the best original content as per your company’s requirements. If you need any help with content marketing strategy, book a call here!

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Want to Build Thought Leadership on Twitter? Learn From These 6 Pros

Thought leadership is the ultimate business currency.

Jack Ossa

The thought leadership approach is one of the best ways to build trust among your audience. Once you earn the trust by sharing your opinions and experience, massive brand awareness and exponential business growth follow.  

LinkedIn, company blog, email newsletter- any platform can build thought leadership. However, there is one platform that is especially suited for it.

Yes! Twitter it is. 

With 217M active daily users, Twitter is a dwarf compared to giants like Facebook and YouTube. However, Twitter’s user base comprises many influencers, journalists, star entrepreneurs, and other “elites.” They are looking for new ideas, powerful stories, and bold initiatives. By sharing your subject matter expertise on Twitter, engaging in meaningful conversations, and collaborating with other influencers, you can increase your influence.

But what is the best way to establish your thought leadership on Twitter if you are starting? What are the best practices? How do you stand out and find your writing voice? 

In this article, we will answer your questions by analyzing the strategies of 6 thought leaders on Twitter.

What is Thought Leadership

Before we move on to the nitty-gritty of thought leadership on Twitter, let’s ponder a fundamental question: What is this “thought leadership”? 

Thought leadership is sharing one’s own experience, opinion, and views on subjects they have expertise in. If you are a part of a community or industry, you probably have some hands-on experience and strong opinions. You want to express those before the right audience in different content formats. The goal is here to assist others in learning and gaining new perspectives.

A thought leader is also a great conversation opener. (S)he might start discussions and help participants gain new perspectives in the process. Think of this as collaborative communication. One party (the thought leader) starts insightful conversations, and readers enrich their opinions.  
At the same time, the audience doesn’t follow a thought leader just for the content only. They want to hear your voice, connect emotionally, and feel enriched with knowledge. So, a dash of original personality must be there.

6 Twitter Thought Leaders You can Learn From

Here are 6 Twitter thought leaders you should grow ideas from. Please note that each of them has a distinct approach. Therefore, you may not need to try all of their ideas. Instead, apply whichever you feel is better for you.

S. No.NameNo. of TweetsNo. of FollowersArea of Thought LeadershipFrequency of PostingWhy do people follow him/her?
1Mark Manson7,692337kSelf-Help10-12 tweets/weekPolarizing opinion, unique voice
2Ryan Holiday16,400472.6kStoicism 12-14 tweets/weekNiche approach
3Ankur Warikoo19,800405.1kLife, Startups, Financial Advice14-16 tweets/weekStory-based thought leadership 
4Rand Fishkin67,400459kMarketing, Politics 20-24
tweets/ week
Relatability, empathy
5Shaan Puri11,700283.8kWeb3, Entrepreneurship15-16 tweets/weekContribution to community
6Sahil Bloom 35,400589.3kLife, Investments, Entrepreneurship 40-50
tweets/ week
Expertise, storytelling
Source: Twitter (as of 10th May 2022)

#1 – Mark Manson

Mark Manson is a best-selling author, veteran blogger, and well known for giving practical “tough love” life advice. His book “The Art of Not Giving A F*ck” is famous worldwide. He has over 328k followers on Twitter and an active Twitter community.

Source: Twitter

In short, he is a great example to learn from. 

So without further ado, let’s start from the bio. First, it is crisp and clear. You will know what he does right off the bat. Also, a hint of his writing voice is present in his 26-word long bio. Such strong language may not be everyone’s cup of tea, but it unmistakably oozes originality. 
Mark’s tweets also reflect his hard-hitting style. He doesn’t bother much about popular opinion. Instead, he communicates what the right approach is in his opinion. Such a powerful combination of directness and thoughtfulness compels users to join.

From the number of likes, retweets, and replies, it’s evident that Mark’s audience loves to engage with those chunks of wisdom.

Source: Twitter

A good thought leadership content mix should have occasionally curated and promotional posts. For example, Mark occasionally shares links to his interviews or blog posts to promote himself as a credible authority. 

However, these promotional posts are carefully chosen. Such interviews/ collaborations cover interesting topics to Mark’s audience, no matter who the creator is.

Source: Twitter

Last but not least, Mark stays congruent. You will see bold language, a “not pulling any punches” attitude, and occasional flirting with controversy all over Mark’s profile. 

This is crucial. Many would-be thought leaders don’t prioritize congruency. If your content, personality, and opinions aren’t congruent, you might come across as “too rehearsed.”

Takeaway: Mark is a rebel in the self-help industry. Unlike mainstream self-help advice, he inspires others to accept negative emotions first. And his content supports his perspectives. 

This is the biggest takeaway here: having strong perspectives and opinions. Then, use your content to communicate and argue in favor of those opinions. It is an excellent approach for building thought leadership on any platform. 

Also, you must know what value you bring to your audience. You should point out which discussions and topics they want to hear from you. Your entire thought leadership content should be around those ideas. Even if you retweet others’ content, stick to the same subjects.  
Also, show your true personality. Share your passions, stories, enthusiasm, and vulnerabilities. Often individual quirks make thought leaders more relatable and give them a distinguishable voice.

#2 – Ryan Holiday

The previous section disclosed the importance of having strong opinions as a thought leader. However, sometimes you can take another route by carving a niche for yourself. You can focus your full attention on only a handful of topics that your audience desperately wants to know about. 

Ryan Holiday is an excellent example of a thought leader who went niche. If you don’t know him already, he is a best-selling author, a bookstore owner, and the host of the podcast “The Daily Stoic.” His name is counted among the most well-known advocates of stoicism worldwide. On Twitter, he has a massive following. 

The personal development niche is too broad. So instead of spreading himself thin, Ryan decided to be the “go-to guy” on stoicism philosophy. In this way, he attracts followers who are curious about stoicism or serious about embracing this philosophy. 

Ryan frequently tweets about different aspects of stoicism and its application. Nuggets of wisdom from philosophers of antiquity and modern thinkers are also his tweets’ most common subjects.  

Ryan, too, developed a distinct writing style of his own. He often takes a topic and breaks it down into actionable tips. However, unlike some other thought leaders, he doesn’t emphasize storytelling. 

Storytelling is just a medium to convey your value. Since Ryan has already picked his area of expertise, he doesn’t need to try hard to offer the wisdom his followers seek.     

Source: Twitter

Being a prolific blogger and author, Ryan always had a growing loyal reader base who values his content. And many of his readers have discovered him on Twitter. 

He invites his Twitter readers to join his newsletter to offer more than just tweets. 

Ryan has pinned a tweet with a link to his newsletter so that his Twitter followers can get more content inspired by the teaching of philosophers like Marcus Aurelius. 

Currently, 472k subscribers wait for their daily dose of philosophical wisdom to arrive in their emails.

Source: Twitter

More collaborations with fellow thought leaders open more doors and increase credibility. That’s why Ryan actively promotes his partnerships. Here is an example:

Source: Twitter

Austin Kleon, another best-selling author, is a thought leader in his own right. Ryan builds his authority up by associating with leaders like Austin.

Takeaway: Carve out a niche. This helps you build thought leadership by being an expert on only a few topics and catering to a niche audience. For example, Ryan’s primary expertise is stoicism, and he is known for his knowledge. However, he doesn’t deviate much from stoicism.      
Also, you don’t need to try videos, infographics, or ten other different content formats to be a trusted thought leader. As long as you provide immense value to your audience, even a minimal approach can suffice. But we also think being a good storyteller also pays dividends.

#3 – Ankur Warikoo

Ankur Warikoo, the former CEO of nearby.com, is an entrepreneur, a phenomenal storyteller, and a teacher. LinkedIn, YouTube, Facebook – he has hundreds of thousands of followers on every platform. Here on Twitter, he has almost 404k followers. If you are familiar with his content, you will know that he has perfected the art of story-led thought leadership. 

So what is Ankur doing right?

First, he is a thought leader who leverages storytelling to the max. He weaves his wisdom and experiences into his tweets and presents those in his distinct comforting, and warm writing voice. As a result, his tweets always feel inspiring and uplifting. 

Ankur has a preference for writing longer content. Since Twitter has a character limit, sometimes he posts threads instead of single tweets.

He is also consistent: every Friday, a thread on a new topic, goes live. (social media platforms always reward regularity)

Source: Twitter

Ankur, as mentioned in his bio, is a teacher too. He has multiple popular courses on entrepreneurship, start-ups, and time management. 

His audience is so impressed by the value they get from those courses that they often recommend them. In addition, thanks to Ankur’s consistency and content quality, his followers are often willing to try his new courses.  

As a result, when he promotes his courses on Twitter, many followers promote those via word-of-mouth marketing.

Source: Twitter

Also, Ankur retweets whenever someone has something nice to say about his work or impact. It acts as proof of the effectiveness of his teachings and, by extension, his credibility. 

Source: Twitter

Takeaway: Storytelling is a powerful way to entice your audience. It keeps them hooked and builds a separate thought leadership identity. However, the importance of providing value can not be overstated. People follow you for your expertise, so the value stream should never dry. 

Last but not least, put an effort to come across as congruent. Post consistently, have a unique voice, and match your content with your unique tone.

#4 – Rand Fishkin

There isn’t a SaaS person around who hasn’t heard of Moz. One of the most well-known SaaS companies, the brand has thrived since 2004. Folks at Moz are among the pioneers of effective SaaS content marketing. 

Rand Fishkin is the founder of Moz. He is also one of the most respected inbound marketers globally, with 458.6k Twitter followers. 

So let’s take a look at Rand’s Twitter strategy. 

Rand checks off two fundamental traits of being a brilliant thought leader. First, his tweets are insightful and eye-opening. Second, he has a distinct voice that is clear and concise.

Most of his original tweets are about marketing and SEO. However, unlike many other Twitter influencers, Rand provides clear examples to apply his tips. 
Here is one of his tweets with a “Show, don’t tell approach” approach.

Source: Twitter

Rand also utilizes others’ content by frequently retweeting. In addition, he builds a collection of curated instructive bits of content that keeps his followers informed about their topics of interest. As a result, his followers find relevant content and save themselves hours of wild goose chasing. 

It also helps Rand to solidify his status as an authority.

Source: Twitter

He also actively promotes other influencers and businesses. Such initiatives show sides of his personality: helpfulness and empathy. And people love thought leaders who are both extremely competent and empathetic.

Source: Twitter

Currently, Rand is a part of team Sparktoro, an audience research tool. He promotes his company on his Twitter profile. However, instead of talking about how fantastic the tool is, he demonstrates how it can assist his target audience. This “show, don’t tell” approach is more persuasive than any pushy marketing tactic.

Source: Twitter

Many prefer to keep their personal moments on Facebook and Instagram only. They view platforms like Twitter and Linkedin as slightly more professional and “formal”. 

Rand is certainly not one of them. Instead, Twitter is a place where he expresses his opinions and shares his family moments and personal interests. His bio even mentions her wife @Everywhereist. 

Often thought leaders come across as a bit distant on social media. By sharing his personal life occasionally, Rand makes himself look a lot more approachable.

Source: Twitter

Takeaway:  Promoting others’ works and celebrating their successes bring more opportunities and make you look empathic. Empathic leaders are easy to approach. The image of thought leaders is a little intimidating, to begin with. Taking that edge off by showing the humane side is a good idea.  

Also, re-use (retweet) other content creators’ works. If they have something interesting, share it with your audience. You will be saving your audience hours but doing the curation on their behalf.

#5 – Shaan Puri

Shaan Puri is an entrepreneur, investor, and host of one of the top 10 podcasts on Apple, My First Million. He is known for his enthusiasm and knowledge of Web3. Even Mark Zuckerberg himself referred to one of Shaan’s tweets during an interview. Among Shaan’s other accomplishments, he sold Bebo to Twitch and currently works as later’s senior director of product. He has 283k followers on Twitter

In Shaan’s profile, you will see that he loves being a part of Web3 and the crypto community. He gives excellent advice and encourages others to advance Web3. 

Take his recent Tweet as an example. Shaan offered 25k to Web3 programmers and content creators to work on their projects. But, of course, the real intention is to encourage Web3 creators to build something new and exciting.

Source: Twitter

It isn’t the only instance where Shaan used Twitter to organize a giveaway or raise funds. In 2020, he raised $2.5M for his “rolling fund” with a single tweet.

In an interview with Bilal Zahidi, Shaan shared how he did it. He first tweeted about his idea and appealed to investors. Then he kept on tweeting with new updates as new investors joined in. Such hype worked so well that in 10 days, Shaan had $2.5M funds.  
Like other influential figures on Twitter, Shaan also curates content from other sources. It helps his audience find stimulating discussions on the topics they care about. Not to mention, by promoting others, Shaan creates opportunities for future mutually beneficial relationships with other thought leaders. Here is an example:

Source: Twitter

Shaan’s Twitter personality is colorful and extroverted. Sometimes he is even willing to steer some controversy. For instance, he refused to discuss the Ukraine-Russia war in his @Milkroad newsletter because he felt he was not knowledgeable enough. Here is another example of his controversial take on popular topics:

Source: Twitter

However, Shaan never gets defensive towards opposing views and critical voices. Props to him for supporting free speech, even if it comes from his critics. 
Takeaway: Be a part of the community and contribute to its growth. Also, don’t be afraid to promote your ideas before others. As long as you are purpose-driven, you will receive feedback and assistance.

#6 – Sahil Bloom 

Sahil is an interesting individual. He started as a Stanford pitcher and wanted a career in sports. Then he left the field (literally) and plunged into economics & investment. Currently he is the advisor of Altamont Capital Partners, a private equity firm. He was also lucky enough to become the mentee of figures like Tim Cook and Condoleezza Rice. 

Unsurprisingly, Sahil has many interesting stories to share. On Twitter, he wrote about these along with other things he learned. Over 581k people follow him for his investment, business, and life advice. 

Sahil is a great storyteller, and this sets him apart from others. His most popular tweets always have a few pieces of his life stories.

Source: Twitter

Such stories add emotional elements and flair of credibility to tweets he publishes. But, apart from that, stories prevent those tweets from sounding very cut-and-dried.  

Yet, like every thought leader on this list, his true success comes from his knowledge. His perspectives are well-argued and thought-provoking, no matter which platform he uses. The effectiveness of his messages reinforces his thought leader status.

Source: Twitter

Sahil retweets every time anyone adds value to Sahil’s existing tweets. Do you have an extra tip on what Sahil has tweeted? Or did you make an infographic based on one of his Twitter threads? Sahil would be most likely to retweet that.

Source: Twitter

Such strategic retweeting upgrades his existing advice and connects him with other thought leaders. In the above example, he retweeted Ankur, another thought leader we covered in this article. 
Takeaway: Domain knowledge is the most crucial ingredient of successful thought leadership. Your thoughts must be relevant, in-depth, and based on sound arguments. Also, you have to communicate your ideas effectively. That’s where personal stories are powerful.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

Best Thought Leadership Practices to Grow on Twitter

Have a Unique Voice 

Thought leadership is not simply about being well-known. The way your audience perceives you and your opinions–only these two matter. But you can’t be known for anything if you keep your genuine feelings, thoughts, and opinions hidden. 

That’s why you need to cultivate a distinct voice

Take inspiration from the above-mentioned thought leaders. For instance, Ankur’s tone is friendly and warm, whereas Mark’s is direct, nonsensical, but sympathetic. You need to figure out what yours would be. 

Be a Source of Knowledge

The thought leaders act as the sources of relevant knowledge. People visit their Twitter profiles to learn from their hands-on experience, engage in enriching conversations and find intriguing pieces of content. Being a source of knowledge is the “must-have” condition for becoming a thought leader. 

But how do you become a source? 

Start by speaking your mind on the topics of interest to your audience. Challenge the status quo. Argue for your opinions. And curate exciting bits of content from every corner of the internet.  

At first, the growth might feel slow. But with time, your audience would start flocking around as long as you keep providing value and be consistent. 

Every thought leader we covered in this article does a phenomenal job at being the source. Follow their Twitter profiles for a better understanding.

Help Your Community 

Thought leaders are indeed leaders. People would look up to them for guidance, and as a result, thought leaders gain a certain degree of influence. It’s on them to utilize their influence for the progress of the community/industry. 

Being proactive about community growth is as essential as your knowledge as a thought leader. Even when you are relatively new, you gain a lot of credibility by doing something for your community.

If there is a pay gap or discrimination, fight against it. If any common practice is no longer effective, talk about it. Or you could support creators as Shaan did by offering money to NFT developers. 

Long story short, thought leaders have some responsibilities. Be willing to carry those on your shoulder to gain respect and trust. 

Be a Storyteller 

Many don’t think beyond being helpful in their quest to become influencers. Instead, they just cram their messages into sentence-long tweets. Sometimes that strategy can work, to be honest.   

However, your followers would read, engage and share your tweets regularly only if there is an emotional connection. And nothing forges more deep connections than good stories. So instead of giving dry advice, share a background story with it, and your followers will remember it far longer. 

These stories can be personal or just a narrative you picked. If a tweet isn’t enough, create a thread and write about your “aha-moments,” pains, desires, and inspirations. 

Check both Ankur’s and Sahil’s tweets if you want some inspiration. Both of them are excellent storytellers.

Go Niche 

More often than not, industries/ main topics are vast. There are too many subtopics, perspectives, and ideas. 

Take digital marketing as an example. It can be split into sub-topics such as SEO, SMM, content marketing, and email marketing. Each of those subtopics can be further broken down into many micro subtopics. 

The point is that you might not have expertise in all of those. Your lack of hands-on experience might bite your back if you try to cover it all. 

So instead of spreading yourself too thin, pick a very focused topic and create thought leadership content around it. Don’t forget to be consistent and keep providing value. After some time, you will be known for your experience in the niche of your choice. 

Here Ryan Holiday is a great example to follow. He picked stoicism as his niche and stuck to it for years. As a result, he is now known as a thought leader on stoicism. 

Engage Meaningfully with Other Influencers

Twitter is where all journalists, entrepreneurs, and other thought leaders are. So naturally, you want to connect with those whose content fits your audience’s interests. 

Start by following them and reading their tweets. If you find something interesting, don’t forget to retweet. If they are asking for assistance, reach out without hesitation. They are often open to collaborating with strangers if you come across as reliable and offer the right value. For instance, when Shaan Puri called for investors, many investors responded to him. Yet, at the end of the ten days, with the help of those investors, Shaan raised $2.5M. 

Once you know them a little better, celebrate their successes. Rand Fishkin is an example to follow here. A single tweet celebrating others’ success can warm up people and open doors for future opportunities. 

Don’t be too Heavy-handed while Dealing with Critics

You will eventually encounter critics, people with opposing views, and even trolls on Twitter. 

It’s ok to confront or even block a person if they spread rumors, hate, or misinformation. But otherwise, don’t get defensive before opposing views. Of course, share your opinions and argue civilly, but any personal attack or defensive reaction is a big no-no. Instead, allow your followers to keep that conversation going.

Let’s Wrap Up

Twitter is an excellent platform for establishing yourself as a thought leader. First, however, you have to find your voice, connect with others, and prioritize long-term goals over quick wins to achieve your goal. Also, pay attention to what successful thought leaders are doing right on the platform. 

But remember, what works for others may not work for you. So be consistent and test to find your recipe for success. If you want to know how to be a thought leader on LinkedIn, here is a detailed guide.

If your organisation wants a thoughtful content marketing strategy designed by Concurate, let’s connect over a short call. Block our calendar today!

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7 Innovative Content Marketing Ideas for SaaS Products

To become original, you have to try something new, which means accepting some measure of risk.

Adam M. Grant, Originals: How Nonconformists Move the World

Being an original is a tough act. So what are you going to create today? The easier path is to reiterate the tried and tested formats. But that’s a me-too approach and doesn’t help you stand apart on the playing field.

If you’re stuck at a dead-end, struggling to come up with the right piece of content that will draw in your target audience, and keep them hooked courtesy of its inherent value, this article is for you.

There is no one size fits all approach to being an original. Content comes in different forms. Read on to find seven approaches to creating original and engaging content for your SaaS business. In addition, you will find a how-to of the methods and actionable examples in existing SaaS businesses.

The Originals

  1. Survey
  2. Data Storytelling and Data Studies
  3. “Invented” Concepts
  4. Personal Storytelling
  5. Contrarian Content
  6. Network-based Content
  7. Trends and Events

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

#1 – Survey

About

In this type of content, you present a status report of how complex problems are tackled in your industry or by businesses utilising your service. It allows you to cast a light on prevalent trends, outlook, and how your business provides solutions. Your organisation achieves this by requesting specific insights through surveys.

Example

Canva

Popular graphic design firm Canva released a survey’s results. It showcased how different non-profits utilised Canva’s design tools to prepare their data reports. In addition, it allowed Canva to showcase that by utilising its tools, an organisation can present data-heavy content in an accessible, user-friendly, and engaging manner.

Loom

Loom is an essential tool for hybrid workplaces. It allows you to quickly create videos of your screen and camera, instantly ready to share and watch. Loom commissioned a survey of 500 software professionals on productivity in the modern workplace and prepared a report which compiled an analysis of the survey results. This also acted as a great lead magnet!

#2 – Data Storytelling and Data Studies

About

In this type of content, your content creation will follow a storytelling approach of analyses that your business conducted across multiple factors. There will be a hypothesis about a way of doing things, an investigation, and a walkthrough of the results found.

Example

Concurate

Concurate is a boutique content marketing agency helping medium-size SaaS businesses. As part of our work, we try to understand the best practices being followed by different SaaS businesses worldwide. Whether it be GrammarlyDrift, or Shopify – we work on distilling their content marketing strategies into medium form content and explain it to our target audience.

IP Toolworks

You can even follow the approach of IP Toolworks. It aims to tackle the issue of communicating knowledge to attorneys in issuing new patents. Their software enables effective searches of past communications with the patent office.

As part of their content marketing strategy, they have built up a blog section of “Know Your Examiner.” Its purpose? “Knowing which arguments worked or didn’t work with the examiner handling your case, you can draft an office action response to work in your favour.”

Creating a standard template and utilising it with every new case keeps their original content creation cycle running effortlessly. A computer program helps scale up content creation with this approach enormously.

#3 – “Invented” Concepts

About

This type of content is all about coining new terms in your field or industry and starting a conversation around a different approach to tackling persistent problems. Coining a new word is a brilliant marketing strategy and helps you stand out from the crowd.

Example

Drift

Drift is an online chatbot service created with the mindset that customers want to have a conversation and not just be at the other end of a sales pitch. So they coined the term “conversational marketing,” which helped the brand scale new heights.

Simple and relatable as it was, “Drift popularised the term conversational marketing by pushing it through content and conversation. With time, the customers started using conversational marketing as a term. It popped up as a common phrase in the marketing sector.” We noted this in a previous article – Drift Marketing Strategy.

#4 – Personal Storytelling

About

In this type of content, you guide your target audience by illustrating what worked (and didn’t work) out for you while tackling specific business situations. It gives them a deeper understanding of the situation and a first-person perspective.

Example

Triangle IP

Triangle IP’s TIP ToolTM democratises patent mining in a transparent way for all stakeholders. It is an intuitive and engaging platform that frees enterprises from the headache of complex IP management. The TIP ToolTM features a drag and drop interface to manage patent mining.

Concurate brainstormed and designed a lead magnet for Triangle IP and presented the results in a blog post. From a content marketer’s perspective, this provided rich insights on how to approach a similar problem for their SaaS business.

#5 – Contrarian Content

About

In this type of content, your organisation publishes content that challenges the status quo and instead shows an alternative view to tackle industry challenges.

Example

Basecamp

Basecamp is a renowned project management tool. Interestingly, Basecamp’s team is spread out across 43 cities in 10 countries worldwide! They have upended the “standard way” of conducting business for over 2 decades. Their approach to work and hiring is unconventional. They do not care for pedigree education but on the method of doing work, and it has worked for them marvelously. People always wonder how they’re able to pull it off.

Their founders host a podcast, where they talk about alternate approaches to work lives; They have published books talking about how it doesn’t have to be crazy at work and reimagining what a workplace even looks like.

You can also publish contrarian content and provide practical insights that people will not find anywhere else.

#6 – Network-based Content

About

In this type of content, you conduct honest conversations with people in your industry and discuss insights and different ways of doing things.

Example

ScanWriter

ScanWriter helps tackle the challenges of modern fraud with cutting-edge technology. It’s a powerful fraud investigation software for government auditors and fraud investigators. As marketing partners for ScanWriter, we help them host a podcast called The Future of Fraud Investigation. With each episode, they explore the inspiring and exciting stories behind fraud investigations and how technology is making investigators’ lives less complicated. The content is repurposed and distributed across social channels such as LinkedIn.

You can consider hosting prominent industry voices on your content marketing channels and become a leading voice or a change agent.

#7 – Trends and Events

About

In this type of content, your business tries to implement and relate to the latest trends in your industry. It isn’t about fads, sensations, and gimmicks but about a long-term association with the new ways of doing things.

Example

Be on the lookout for emerging trends and devour reports by leading research firms like Gartner. Research for actionable insights to incorporate them into your content marketing strategy. For example, can your business incorporate gamification or design by taking cues from Wordle – the latest worldwide sensation? IKEA executed this brilliantly in an instance of moment marketing.

Source – IKEA

Parting Thoughts

We hope this piece provides you with actionable insights on creating your standout content. Concurate is a content marketing agency that brings business, not just website traffic. We curate the best original content as per your company’s requirements. If you need any help with content marketing strategy, book a call here.

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