It’s no secret that the project management SaaS sector is highly competitive.
As one such software company, how can you better communicate that your product is likelier to fit a prospect’s needs better in a sea of SaaS alternatives?
You would agree that SaaS tools are tricky to evaluate based on traditional metrics. Moreover, businesses face high customer acquisition costs.
Content marketing can become an exceptionally powerful tool for SaaS businesses. By creating high-quality, pain-point-resonating content, companies can attract and nurture highly relevant leads, clearly demonstrating benefits and accelerating the scaling of their business.
At Concurate, we believe great content can be transformative for businesses. Instead of chasing prospects and customers, your content brings you much-needed discoverability without breaking the bank.
However, successfully pulling this off requires a well-thought-out content strategy.
In this piece, we will conduct content marketing teardowns of five project management SaaS companies to draw actionable insights.
Armed with these insights, your project management SaaS organization can create the right awareness, respect, and trust to get more users.
Let’s learn more!
Our Favorite Project Management SaaS Companies
We have shortlisted our project management SaaS companies based on the following criteria:
- popularity and user ratings on the Capterra project management software directory,
- search engine rankings for keywords with high buying intent,
- types of bottom-of-the-funnel content pieces,
- existing best practices in blog content, and
- research-driven and engaging content
Here are the five shortlisted project management SaaS companies we will analyze:
#1 – Hive
#2 – Asana
#3 – Jira
#4 – Smartsheet
#5 – Trello
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#1 – Hive
Description
Hive is a project management platform built for hybrid work. Interestingly, Hive is exclusively shaped by its users. Additionally, Hive offers users to utilize over 1,000 integrations to bring information into one centralized dashboard for maximum efficiency.
Keyword Research Analysis
Bottom-of-the-Funnel Content
Publishing bottom-of-the-funnel content actively helps prospects with a high buying intent yet continue to provide essential value. Hive consistently releases such content assets.
A keyword research analysis using Semrush shows Hive consistently ranking high on Google USA for strong buying-intent and commercial-intent keywords.
For example, look at a snapshot of Hive on the results page for the keyword “free project management software.”
This keyword is moderately difficult to rank for (66/100). Additionally, on average, this search query is entered on Google 4400 times per month.
Hive regularly publishes bottom-of-the-funnel blog content such as “best of” articles. For example, their article, “67 Best Project Management Software To Work Faster In 2023,” allows prospects to make better purchase decisions and explore the market with helpful insights. Moreover, Hive publishes “alternative” content, like “Hive vs. Asana,” to allow readers to learn how the tools stack against one another.
Pain-Point SEO Content
Pain-Point SEO is a practical approach to creating empathetic content revolving around your customers’ pain points. Hive has many content pieces following this strategy.
For example, look at a snapshot of Hive on the results page for the keyword “how to organize your team at work.”
This keyword is relatively straightforward to rank for (39/100). On average, this search query is entered on Google 20 times per month.
Backlink Profile
“A backlink profile is a portfolio of links from all the sites that link to your site.” It is a critical building block in a website’s SEO strategy.
A strong backlink profile signals authority to search engines such as Google to determine whether a website has sufficient expertise, authority, and trustworthiness around a search query.
Look at the snapshot to view the page authority of web pages linking to Hive. Page authority is the value search engines assign to a web page. A higher score indicates a higher organic search result ranking.
Content Quality Analysis
Hive has steadily published well-researched and pain-point-driven content. In addition, Hive helps its prospects and interlinks previously published in-depth content pieces. It also follows an underrated approach of mentioning its product first while respectfully showing its strategic differentiation.
Capturing Leads
One of the best ways to capture leads on your website is to offer something valuable in exchange for contact information, such as guides, eBooks, templates, infographics, etc.
For example, look at a snapshot of Hive on the results page for the keyword “pr campaign timeline template.”
This keyword is unchallenging to rank for (29/100). On average, this search query is entered on Google 20 times per month.
You can look at the snapshot to see how Hive implements calls-to-action and lead magnets in its content pieces.
#2 – Asana
Description
In their own words, “Asana is powerful enough for any workflow but easy enough for any team to use.” Asana is a project management software used by over 100,000 paying organizations and millions of teams worldwide.
Keyword Research Analysis
Bottom-of-the-Funnel Content
Asana recognizes that publishing bottom-of-the-funnel content allows highly qualified leads to directly learning the benefits of their product and services.
Keyword research and search ranking analysis show Asana steadily ranking amongst the top results on Google USA for transactional and commercial intent keywords.
For example, look at a snapshot of Asana on the results page for the keyword “asana trello alternatives.”
This keyword is grueling to rank for (57/100). Moreover, on average, this search query is entered on Google 20 times per month.
Asana has consistently published bottom-of-the-funnel articles, such as “best of” listicles. For example, their compilation, “Project management software and tools: Your best picks for 2022,” makes an overwhelming decision into a tangibly easier one. Moreover, Asana has an “alternative” section to help readers find the best work management tool for their team.
Pain-Point SEO Content
Asana has published many content pieces following the strategy of prioritizing high-intent keywords over high-volume keywords.
For example, look at a snapshot of Asana on the results page for the keyword “how to capture requirements for project.”
This keyword is demanding to rank (44/100). On average, this search query is entered on Google 20 times per month.
Backlink Profile
Here is a snapshot of the page authority of web pages linking to Asana.
Moreover, to build its backlink profile, Asana executives give regular interviews with credible news outlets.
Content Quality Analysis
Asana consistently publishes pain-point-driven content that is well-researched. Throughout their content pieces, they ensure to link several detailed discussion pieces. Additionally, Asana categorizes the tools in their list. A steady flow of thoughts marks their content.
Capturing Leads
Asana regularly gives away free content like templates to gather highly relevant leads.
For example, look at a snapshot of Asana on the results page for the keyword “written performance review template.”
This keyword is challenging to rank for (55/100). However, on average, this search query is entered on Google 20 times per month.
Look at the snapshot to understand how Asana adds important calls-to-action and lead magnets in its content pieces.
#3 – Jira
Description
Agile teams use Jira to plan, assign, track, report, and manage work. Jira brings teams together for everything, from agile software development and customer support to start-ups and enterprises.
Keyword Research Analysis
Bottom-of-the-Funnel Content
Jira consistently publishes bottom-of-the-funnel content, which is highly optimized for their buyers to build trust and help their prospects make buying decisions.
An SEO analysis using Semrush shows Jira constantly ranking high on Google USA for high-buying-intent keywords.
For example, look at a snapshot of Jira on the results page for the keyword “jira vs servicenow project management.”
This keyword is slightly tricky to rank for (40/100). However, on average, this search query, which has a very high buying intent, is entered on Google 20 times per month.
Jira primarily focuses on presenting “alternative” content, like “Jira Software vs. Asana,” to allow readers to learn how the tools differ. Their dedicated “Jira Software alternatives” page is a good lead to follow.
Pain-Point SEO Content
Many content pieces published by Jira focus on targeting their customers’ and prospects’ clear pain points against prioritizing plain visibility.
For example, look at a snapshot of Jira on the results page for the keyword “how to manage large complex projects.”
This keyword is relatively “easy” to rank for (27/100). On average, this search query is entered on Google 20 times per month.
Backlink Profile
The image below is a snapshot of Jira’s backlink profile, presenting the page authority of web pages linking to it.
Content Quality Analysis
An analysis of Jira’s content shows it is well-researched and demonstrably highlights Jira’s strategic differentiation.
Capturing Leads
Jira often provides free long-form resources to access contact information and nurture leads.
For example, look at a snapshot of Jira on the results page for the keyword “sprint retrospective meeting template.”
This keyword is particularly tricky to rank for (49/100). However, on average, this search query is entered on Google 20 times per month.
You can view the snapshot to understand better how Jira incorporates different calls-to-action and lead magnets in its articles.
#4 – Smartsheet
Description
Smartsheet is a SaaS offering for collaboration and work management. It offers a tabular user interface to assign tasks, track project progress, manage calendars, share documents, and manage other work. Notably, Smartsheet is a no-code, cloud-based platform.
Keyword Research Analysis
Bottom-of-the-Funnel Content
Smartsheet regularly publishes bottom-of-the-funnel content to help their qualified leads and prospects make reliable and informed purchase decisions.
An organic keyword research position report from Semrush shows Smartsheet periodically ranking high on Google USA for high transactional and commercial intent keywords.
For example, look at a snapshot of Smartsheet on the results page for the keyword “free alternatives to smartsheet.”
This keyword is tough to rank for (54/100). However, on average, this search query is entered on Google 20 times per month.
Smartsheet has published bottom-of-the-funnel blog content such as “best of” articles. For example, their article, “30 Best Free & Paid Microsoft Project Alternatives for 2020,” allows prospects to find the top solutions and understand five crucial factors while selecting an alternative. In addition, Smartsheet publishes “head-to-head comparison” content, like “Smartsheet vs. monday.com comparison,” for easier decision-making.
Pain-Point SEO Content
Smartsheet also publishes articles that attempt to solve their prospects’ regular, persistent pain points. These content assets consistently improve a prospect’s experience.
For example, look at a snapshot of Smartsheet on the results page for the keyword “how to document lessons learned.”
This keyword is challenging to rank for (54/100). Still, on average, this search query is entered on Google 30 times per month.
Backlink Profile
The snapshot below displays the page authority of web pages linking to Smartsheet.
Like Asana, Smartsheet executives conduct regular interviews with credible news outlets to build its backlink profile.
Content Quality Analysis
Smartsheet has persistently published pain-point-driven content that is well-researched. They ensure to categorize the tools in their list and interlink many relevant, deeper discussion pieces. Smartsheet’s content is concise, actionable, and articulate, with a steady flow of thoughts.
Capturing Leads
Smartsheet often gives away valuable freebies to its target audience in exchange for contact details.
For example, look at a snapshot of Smartsheet on the results page for the keyword “project management template google docs.”
This keyword is moderately difficult to rank for (50/100). However, on average, this high transactional-intent search query is entered on Google 20 times per month.
Here is a snapshot of how Smartsheet includes relevant calls-to-action and lead magnets in its blog pieces.
#5 – Trello
Description
Trello is a collaboration tool available as a web-based, kanban-style, list-making application. Trello’s signature user interface organizes your projects into boards.
Keyword Research Analysis
Bottom-of-the-Funnel Content
Bottom-of-the-funnel content published by Trello consistently allows its highly qualified prospects to understand why Trello is a more suitable option than competing products.
A keyword research analysis using Semrush shows Trello habitually ranking high on Google USA for high-buying-intent and commercial intent keywords.
For example, look at a snapshot of Trello on the results page for the keyword “trello vs smartsheet.”
This keyword is moderately easy to rank for (28/100). On average, this search query is entered on Google 70 times per month.
Like Jira, Trello primarily focuses on presenting “alternative” content, like “Trello vs. Asana vs. Monday,” to allow readers to learn how the tools differ.
Pain-Point SEO Content
Trello’s content pieces attempt to attract leads actively looking to solve project management problems by searching for relevant solutions.
For example, look at a snapshot of Trello on the results page for the keyword “how to write up a project plan.”
This keyword is formidable to rank for (66/100). Yet, on average, this search query is entered on Google 20 times per month.
Backlink Profile
The image below is a snapshot of Trello’s backlink profile, displaying the page authority of web pages linking to it.
Content Quality Analysis
A deeper quality analysis of Trello’s content reveals it to be well-researched. Moreover, it visibly highlights Trello’s strategic differentiation.
Capturing Leads
As part of its lead-generation strategy, Trello offers its prospects several free, valuable, and hyper-relevant content assets.
For example, look at a snapshot of Trello on the results page for the keyword “productivity templates.”
This keyword is tough to rank for (42/100). However, on average, this search query is entered on Google 40 times per month.
See the snapshot below to view how Trello weaves in calls-to-action and lead magnets.
Parting Thoughts
So there you have our content marketing teardown of our favorite project management SaaS companies knocking it out of the park! It was a pleasure to dive deep, break down, and grasp their content marketing strategies.
About Us
We are a content marketing agency that brings business, not just website traffic. We curate well-researched and engaging content as per your company’s requirements and culture because we believe in the power of meaningful information.
Let’s connect over a short call if you want to elevate your project management SaaS business’s content marketing. Block our calendar today!
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